fcf and d&s toolkits presentation

Image: A J Cann

Alison O’Hara

Chief Executive

Audiences North East

Arts Nation

Toolkits

2

Arts Council England Arts AudiencesInsight - Segment Profile

% in English adult population

Highly EngagedUrban Arts Eclectic 5

Traditional Culture Vultures 4

Attend and may

also participate

Some Engagement

Fun, Fashion and Friends 18Mature Explorers 11Dinner and a Show 20

Family and Community Focused 11

Participate only

Bedroom DJs 3Mid Life Hobbyists 4Retired Arts and Crafts 3

Not Currently Engaged

Time Poor Dreamers 7

A Quiet Pint with the Match 8Older and Home-Bound 6

Limited Means, Nothing Fancy 2

Proposal• Development of toolkits for Family

and Community Focused and Dinner and a Show audience segments to enable effective targeting of these two segments

• Design and delivery of pilot engagement projects with arts organisations across the North of England exploring the variety of approaches in engaging the two segments across different art forms and areas

• The toolkits were drafted first and informed the development of the pilot engagement projects. The learning from the projects will then inform the further development and completion of the toolkits. Jay Gunn brings his animal encounters

to Centre for Life Halloween 2010

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Toolkit Development• Data mining and mapping

and profiling of the target audience segments within each region (NE, NW and Yorkshire) – carried out by &Co

• Primary research into the two audience segments – six focus groups (two per region)

• All About Audiences drafted Dinner and a Show

• Audiences North East drafted Family and Community Focused

mima

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Pilot Engagement Projects• Audiences North East – Community

Exchange – 3-4 organisations in Northumberland and/or Durham, test F&CF toolkit theory and provide evidence of the mechanisms by which to develop closer links with a community

• All About Audiences – On Your Doorstep approach - test findings of D&S toolkit, offers to encourage attendance, attract new attenders and increase frequent attendance

• &Co – Rural Touring – test the toolkits with a rural touring scheme, training programme, key issues/challenges for rural touring in engaging with the two segmentsKillhope

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Family and Community Focused Toolkit

Birdspotting at Gibside

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Recruiting the participating organisations• Solicited application• Long list of 15 potential participants

and shortlist of 4• Final 3:

• The Maltings Theatre & Cinema• Berwick Film & Media Arts

Festival• The Bowes Museum

• Initial workshop to introduce the F&CF toolkit

• Each organisation to complete an action plan proforma

• ANE consultancy support to help deliver the pilot engagement activity

• Following the activity scripted interviews/feedback session

• Expenses of £4.5k Vivienne Westwood at The Bowes Museum

Why engage with this segment?

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• One of larger segments with some arts engagement

• Influencing arts engagement at young age and longer term

• Other carers/extended family• Engagement with umbrella

organisations, volunteer networks and special interest groups

• Rural communities• Programme and develop audiences from

diverse communities

Newcastle City Hall Sunday for Sammy

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Deliver

Understand

Identify

Plan

Audit

Evaluate

The engagement cycle

Identify

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• Profiling your local area• Hot spot maps – show

distribution of segment for total adult population within geographic area

• Profiling your own data• Postcodes – box office,

surveys, database

Image: David Arandle

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Star and Shadow Cinema

Family and Community Focused Hot Spots Map

2011’s big event?

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‘Temenos’ by Anish Kapoor and Cecil Balmond, the first of the ‘Tees Valley Giants’, the biggest public art project in the world. Image: Alan Jukes

• Reasons for engagement• Social motivation• Community cohesion• Spending time with children• Spending time without children

• Primary drivers/barriers• Art forms, programme, activity• Price• Timing• Place

• Secondary drivers/barriers• Promotion• People• Processes• Physical evidence

Understand

Reasons for engagement

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• Social motivations• Sharing information• Being with like-minded people

• Community cohesion• Bringing a community together• Keeping rural communities alive• Personal connectivity

• Spending time with children• Quality time together as a family• Educational value• Appreciation of different cultures• Relaxation

• Spending time without children• Lack of time• Special experience

Primary barriers/drivers, quotes and tips

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Freshest Bairns at Dance City. Image: Barry Self

• Artforms, programme, activity• Dictated by family commitments and

community life• Range of art forms• Low cost or free• Variety

• Price• Total cost of attending arts activity• Flexibility in pricing• Perception of arts activity• Uniformity of pricing levels across age

groups• Timing

• Fitting in with children’s routine• Rural communities

• Place• Outdoor activities• Parking and public transport• Good information about facilities• Safety• Catering/picnic sites• Rural locations

Secondary drivers/barriers, quotes and tips

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Audience interaction with a water sculpture at The Alnwick Garden

• Promotion• Pester power• Driving force – influencer in the

community• Promotional material• Word of mouth

• People• Customer service• Knowledgeable staff• Staff trained in interacting with

children• Processes

• Range of booking methods• Ability to book in advance

• Physical evidence• Low cost/high quality mementoes• Avoid cashing in on captive

audience

Promotion

SECONDARY DRIVERS/BARRIERS

Physical evidence

ProcessesPeople

PRIMARY DRIVERS/BARRIERS

Price

Art forms, programme, activity

Place

TimingREASONS FOR ENGAGEMENT• Social motivation• Community

cohesion• Spending time

with children• Spending time

without children

Willingness to engage

Audit

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Checklist:• Reasons for engagement

• Current offer fulfills one or more or reasons why this segment engages?

• Potential for your offer to fulfill one or more reasons why this segment could engage

• Primary and secondary drivers/barriers to engagement

For each driver/barrier:• Current activity• Improvements required• Activity planned for the future• Or not possible

Primary barriers/drivers

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Reasons for engagement Existing reason for engagementwith your activity

Potential reason forengagement with your activity Comments

Social motivations

Sharing information

Being with like-minded people

Community cohesion

Bringing community together

Keeping rural communities alive

Personal connectivity

Spending time with children

Quality time together as a family

Educational value

Appreciation of differentCultures

Relaxation

Spending time without children

Effective use of scarce time

Special experience

Reasons for engagement checklist


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Drivers/barriers to engagementDrivers/Barriers Current activity Improvement

required?Activity planned forfuture No/not possible Comments

Primary

Artform, activity

Price

Timing

Place

Secondary

Promotion

People

Processes

Physical evidence

Plan

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Tall Ships Race 2010, Hartlepool

Action Plan Proforma:• Objectives – SMART• Tactics• Timescale• Lead responsibility• Resources required – human and

financial• Monitoring and evaluation methods


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Action Plan ProformaObjectives Tactics Timescale Lead responsibility Resources (human

and financial)

Monitoring andEvaluationmethods

Deliver

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Performance at Durham Streets of Play 2010.

Image: Martin Cunningham

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Evaluate

The Bowes Museum

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Deliver

Understand

Identify

Plan

Audit

Evaluate

Rinse and repeat…

Objectives

• To encourage first time F&CF attendees to attend Hairy Maclary 8 September and RSC Hamlet 30 September 2011

• To raise awareness of F&CF Maltings offer

Monitoring and Evaluation Methods

• Box office reporting

Pilot Engagement Activity – The Maltings Theatre & Cinema

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Tactics

• Purchase map showing hot spots for F&CF in Berwick

• Purchase mailing list for selected Berwick postcodes based on map

• Joint mailing with BFMAF

• In-kind staff support, joint expenses with BFMAF £1.2k

Objectives

• To develop F&CF audiences for moving image art and more specifically to increase active participation among young audiences for BFMAF



• Photographs

• Feedback forms – age, postcode, quality of the participant experience

Pilot Engagement Activity – Berwick Film & Media Arts Festival

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Tactics

• Joint mailing with The Maltings of a leaflet to F&CF audiences for an accessible, day-long drop-in workshop entitled Unravel – the Longest Hand painted Film in Britain, which allows people to draw, scratch and paint onto 16mm film cells. The workshop will finish with a screening of the film cells spliced together

• In-kind staff support/venue hire, joint expenses with The Maltings £1.2k

Objectives

• To develop relationship with the local community and find out more about their characteristics and motivations with particular emphasis on F&CF segment

• Recruit Bowes ambassadors to be part of a F&CF panel which will engage long term with the Museum


• Bookings from flyer

• Transcription of conversations

• Number of people recruited for F&CF panel

Pilot Engagement Activity – The Bowes Museum

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Tactics

• F&CF event – including free pass to the Museum, tour by actors, refreshments followed by presentation and customer circle style consultation by two qualitative researchers

• Purchase map showing hot spots for F&CF near to Barnard Castle

• Direct mail using new style F&CF flyer to recruit participants using qualifying questions

• In-kind staff support/venue hire, expenses £2.4k

What worked

Method for focus group recruitment

Engagement cycle could work for other segments

Testing the toolkits on the 3 participating organisations was invaluable

Tips sections of the toolkit

Top Tips

• Adopt the focus group recruitment method with screening questions

• Allow sufficient time for co-ordination of activity

• Get the primary drivers/barriers right first, then tackle the secondary drivers/barriers

Family and Community Focused Toolkit

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What didn’t

• Initial hot spots maps insufficient detail

• Minimum limit of 800 postcodes for AAI segments problematic for smaller events

• Translating hot spots into direct mail campaign tricky

• Toolkit needed to acknowledge limited capacity of arts organisations to engage with the full toolkit

• Timescale for pilot projects unrealistically tight

• Time allocation for development of toolkits and co-ordination way too small

Why engage with this segment?

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• The segment is one of the biggest of the 13 and represents almost 20% of the population

• The segment is important in both urban and rural locations

• D&S already attend certain arts events occasionally – so there is a propensity to attend which can be built upon

• The segment represents a broad range of ages and life stages – there is plenty for arts organisations to create opportunities around

• D&S are generally well off or financially comfortable – most can afford to visit the arts

• Many lead active, sociable lives – they are confident and able consumers

AM Live Christmas concerts

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Dinner and a Show Hot Spots Map

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Guiding principles for engaging Dinner and a Show

• The segment seeks a memorable and special experience from the arts

• The whole experience is important and the segment expects quality

• The social experience is important• Price is important where the unknown is concerned• They expect honest information• Word of mouth is influential• Online is important• Their awareness of the arts is likely to be low• Good access is important for many

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Rocky Horror Show Sunderland Empire

Encouraging more frequent attendance• Multi-ticket offers over a period of

time• Teaming up with other

organisations to offer multi ticket offers across a range of venues and events

• Discounts for more challenging events targeted at a D&S audience who visit mainstream events

• Loyalty card scheme or similar with a range of discounts off tickets and/or other parts of your offer such as your café, restaurant or shop

• Ensuring you have effective mailing list data capture mechanisms and more frequent tailored communications in place

Ideas for engaging with

Dinner and a Show

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Queen’s Hall Cafe

Communicating the memorable experience you offer• People within the segment have

different ideas about what makes something special and memorable

• Big, visually spectacular production

• Sense of occasion• Some seek to be moved• Others seek learning and personal

development in an interesting environment

• Some enjoy discovering arts experiences in unexpected places

• Others enjoy sharing the experience of the arts with friends and family

• Visiting the arts to relax and escape day-to-day life is important to some

Ideas for engaging with Dinner and a Show

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Tyneside Cinema

Developing the social experience to encourage attendance• Assess the quality of your bars and

restaurants in your venue• Develop partnerships and packages

with local bars and restaurants locally• Raise awareness of your catering offer

and of local partnership deals• Think about the different social

offerings your organisation makes as this segment covers a wide range of ages

• How much does a night out in your venue actually cost (the whole price not just the ticket price)? Is this realistic?

• Are there other ways in which you could enhance the social experience you offer eg single nights/stations, keeping the bar open longer, launch events

Ideas for engaging with

Dinner and a Show

Objectives

• Working with Pyramid & Parr Hall and Warrington Museum & Art Gallery on joint campaign to raise awareness of Warrington’s Cultural Quarter and to attract D&S segment


• Surveys

• Sign up to venue email lists

• Restaurant offers redeemed

• Post project interviews with staff to gauge increased understanding of D&S

Pilot Engagement Activity – Warrington Campaign

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Tactics

• Museum and Art Gallery is taking a display of 60s motorbikes to Parr Hall on 25 September – taking place before a 60s Gold concert. Campaign print will be handed out at this event

• Marketing materials which present the offer in an accessible way – print, web page and Facebook/Twitter

• Data collection to increase email lists

• Communicating the free offer at the Art Gallery

• Dedicated web page

• Offers developed with local restaurants

Objectives

• Focus on mass photography exhibition – local focus, big name photographers and contemporary photography

• Takes away the risk factor of the ‘unknown’


• Take up of offers at venue

• Surveys

• Sign up to venue email lists

• Post event interviews with staff to gauge increased understanding of D&S

Pilot Engagement Activity – Grundy Art Gallery Campaign

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Tactics

• Digital campaign

• Development of off shoot website showcasing images from the exhibition

• Offer for the shop – high quality crafts

Objectives

• Attracting D&S segment to performances by Rambert Dance Company (D&S do not attend dance)



• Surveys

• Restaurant offers redeemed

• Post event interviews with staff to gauge increased understanding of D&S

Pilot Engagement Activity – The Lowry Campaign

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Tactics

• Mailing list campaign targeted mainly at existing D&S audience (segmented by postcode)

• Ticket price reduced to £7.50 – originally £21

• 25% off in restaurant

What worked

Gum Tree worked well for focus group recruitment

Talking with focus group participants – they were bona fide segment members

Incentive offered (£50) for focus group participants (Arcadia group, Amazon or M&S)

Focus groups brought the toolkit to life

Cross area working – brought out commonalities and differences

D&S campaign fitted in well with organisations’ objectives eg local audiences, digital, income generation, audience crossover, development of social offer

Top Tips

• Be careful of how the segments are talked about

• Gum Tree for focus group recruitment

Dinner and a Show Toolkit

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What didn’t

• Getting sufficient numbers for the F&CF focus group was tough – most people who applied attended too many events

• Timing of projects delayed due to lack of product in the summer

• Naming of segments can cause misconceptions eg D&S taken very literally at times

• D&S segment includes a great variety of ages and life stages so it can be difficult to develop a checklist of ways to target them

fcf and d&s toolkits presentation

Business

arts engagement

community life

community cohesion

pilot engagement activity

community focusedmima4

arts organisations

spending time

east community exchange