Audience and Market Development

Our audience and market development training enables arts organisations to develop and grow their audiences.  Organisations learn how to:

  • apply audience research
  • use a marketing segmentation system developed for the arts sector
  • make better use of their databases, information and reporting systems
  • take advantage of the power of online marketing. 


The big conversation

The big conversation
The Big Conversation was held in Dunedin and Auckland in June 2014. For more information and to read presentations and papers from the event see the news item

Optimise: online marketing webinar series

Back by popular demand is our series of six free one-hour webinars designed to help organisations to understand and use best practice in their online marketing.  Participants are kept up-to-date with the latest ideas and trends without having to leave their desk. Vicki Allpress Hill from The Audience Connection will present the webinars, along with guest presenters.

“I have taken something from every webinar and implemented it.”

Optimise webinar attendee 2013

Watch all webinars completed to date (includes slides)

Who is this for?

Organisation leaders, managers, marketers and audience development and communications staff. Priority will be given to staff from organisations in the Toi Tōtara Haemata or Toi Uru Kahikatea programmes.


Except for the first webinar, the webinars take place on the fourth Wednesday of each month between 10.30 and 11.30am.

Watch completed webinars (includes slides) 

  • 29 January – New social media ideas for arts organisations
  • 26 February – Mobile optimising your website
  • 26 March – Measuring your social media effort
  • 23 April – Effective use of Facebook advertising
  • 28 May – Email marketing that converts to revenue
  • 25 June – Search engine optimisation and marketing

How to apply

To register for the webinars please contact

Sign up to Insights – the newsletter that supports the Creative New Zealand online marketing capability programme, Optimise.

You can also watch previous webinars about social media, crowdfunding, web analytics and more.

Audience insight – Culture Segments consultancies

Culture Segments consultancies will help arts organisations to maintain, diversify and grow their audiences by building their expertise in applying market research data.   

The consultancies are based on the Culture Segments New Zealand system and led by specialist arts consultancy Morris Hargreaves McIntyre.  Participants are provided with an in-depth look at how their audiences behave.  They learn how to engage more deeply and successfully with them by developing segmented communications. 

The consultancies will consist of:

  • A Culture Segments market report
  • Access to tools to allow organisations to tag their customer database for:
  • Culture Segments
  • Level of engagement
  • Brand Equity Score
  • Propensity to take risks
  • Propensity to donate
  • Propensity to volunteer
  • Support to set up a campaign to tag an unlimited number of customer records
  • Specialist training
  • On-going individual support

Who is it for?

Marketing staff and audience development specialists wanting to implement Culture Segments or who are already using them. Other staff can attend if there is a whole-of-organisation approach to audience development.  This initiative is open to applications from organisations in the Toi Tōtara Haemata or Toi Uru Kahikatea investment programmes.

When and how much?

  • April 2014
  • $500 plus GST per organisation

“I can see how implementing Culture Segments is going to help us target our messaging in the right way to the right people, thus enabling us to be more effective in our marketing.”

Culture Segments workshop participant 2013

Creative New Zealand commissioned Morris Hargreaves McIntyre to develop Culture Segments for the New Zealand arts sector in 2011. Using data from the Audience Atlas New Zealand 2011 it is an international, sector-specific segmentation system for arts, culture and heritage organisations.

Optimiser: online marketing benchmarking project

Optimiser is a benchmarking project which allows arts marketers to evaluate the success of their online marketing with other New Zealand arts organisations. The project is led by senior arts marketing consultants Vicki Allpress Hill of The Audience Connection and Tim Roberts of ARTS Australia.

Online marketing data has been collected since March 2012 from 38 participating organisations from a range of artforms and locations. By extracting online marketing data from 38 New Zealand arts organisations, Optimiser allows arts organisations to compare and contrast their results against other similar New Zealand arts organisations.

“The Optimiser Benchmarking Programme is a really important part of the puzzle for us,  it is vital for giving us context to our online results.”

Optimiser participant 2013

Results so far

For the first time, we understand key trends in online behaviour (including website, email, Facebook, Twitter and YouTube).

In December 2013 Creative New Zealand held a presentation to share the key findings from the first year’s results of the Optimiser project that helped organisations answer questions such as:

  • How well are you engaging audiences on your social media channels? 
  • Is your website mobile optimised? 
  • To what degree is your organisation prioritising video content? 

Watch the presentation:

Download the presentation slides (pdf 2MB)

For more information contact

Read the Optimiser blog


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Webinar videos

Watch videos of Optimise webinars to learn about running online advertising campaigns, using social media, creating newsletters and more.