can you diversify your audience without losing your existing core andrew gilruth - wct
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Can you diversify your audience without losing
your existing core?
IoF Supporter Care and Stewardship ConferenceICO Conference CentreFriday 21st September
Countryside Lovers
(2,374,000)
Field Sports Enthusiasts(1,093,000)
Trust Members(TGI: 29,000
Actual: 22,000)
Duplication(123,000)
• Support for a name change may be much higher than anticipated
• External recognition of change may take longer than envisaged
• Make sure you have sufficient budget to accommodate the wider audience
• If you find that you are “watering down” existing printed and online content to “accommodate” the broadening you may have taken the wrong route
• Market research should give you the clear direction of travel
• Prepare yourself for relentless scrutiny of that research
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New Strategic Plan
• Game conservation as a force for good for conservation
• conservation through wise use• three, reasonably distinct, phases of work:
– Research ecology & biology of game
species.– Broadening other species, habitats and
flora & wildlife friendly farming.– wider biodiversity consequences of
game management.
• If your aims are clear, the majority will stick with you all the way
• A vocal minority may voice concerns; did they before?
Performance 2007-2011
SubscriptionsNo. of subscriptions - Jan 2007 21,599No. of subscriptions - Dec 2011
18,597
Growth - 14%
• 80:20
• Some say you should spend the vast majority of your time preparing the ground
• I would put it higher