understanding and developing audiences for archives helen ball, head of engagement
TRANSCRIPT
Understanding and Developing Audiences for Archives
Helen Ball, Head of Engagement
Objectives for today
1. To identify where new audiences can be reached; approaching by geography, by communities of interest and by subject or theme.
2. To share good practice in engaging audiences.3. To demonstrate how you can understand your
audiences and your impact on them, in the context of existing data or by creating your own systems.
4. To discuss , share and address audience related challenges.
5. To further develop audience development resources for people working in archives.
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1.Who you are
2. How long you have worked with archives
3. Why you are here today
Finding your audience
Finding your Audience
GeographySubject
or theme
Community
of interest
Recommendations
1. Focus on the benefits for those you’re targeting
Features – what it is and what it offersBenefits – what’s in it for the user/audience
A local history archive A free fun way to find out more about your street and the area you live
A potential opportunity to access information about your own family history (if you are born locally)
A space where you can spend time learning from others
Recommendations, continued.
2. Make use of large public sets of data3. Target where there is ‘active behaviour’4. Ask key individuals for advice5. Personalise messages and contact details6. Have a user-friendly database7. Be polite and reciprocal8. Think laterally
Engaging New Audiences: What works?
1. Finding out and addressing specific barriers
2. Tailoring content
3. Collaborations
4. Using “public” and different spaces
5. Leading with ideas (rather than insider speak)
Motivations and Barriers
Social
Informed
Active
Busy
Characteristics
“It’s good to have young people, getting young people’s
thoughts and help to organise this because usually it’s just
other people doing it, but they’ve actually given young
people an opportunity to show their talents, show their
ideas and that’s what FUSE is all about so thank you.”
Sharn, 18, FUSE youth team
Use appropriate techniques
• Mailing Lists• Social Networking• Host Venue• Mystery Shopping• Volunteering Schemes• Community Partnerships• Ambassador Schemes• Shadow Boards/Community Board Members
An engagement approach
Process Outcomes
1. Desk research Demographics, Priorities, Groups
2. Networking People, Activity, Culture
3. Face-to-face / reaching out
People, Interests, History
4. Tailor activities / offer Short-term offer, Partnerships, Learning
5. Develop mechanisms for on-going dialogue
Communication, Long term offer, two-way exchange
Useful resources
http://www.nationalarchives.gov.uk/archivessector/audience-development.htm
Culture Hive
Arts Marketing Assocation & The Audience AgencyCase studies, toolkits, research and articles. http://culturehive.co.uk/
Understanding Audiences
What do you currently do, in terms of –
1. Accessing existing information?2. Carrying out or commissioning your own
research?
Sources of information
Many - particularly, • ONS Neighbourhood Statistics• Taking Part Survey• Area Profile Reports• Geo-demographic profiling – Mosaic and Acorn• Arts Audiences Insight Segmentation• Networks and organisations, The National
Archives, Public Services Quality Group (PSQG)• Your own primary research
Questions to ask
1. What do you need to know and what would be nice to know?
2. How much time do you/your team have?3. How much time are you asking your audience
to give - is it proportionate to the experience you are giving them?
Examples
Changing perceptions
Has this event changed your perception of this part of London?
Accidental Audiences
2. Know your patch
The overall aim of the project was to create Tottenham’s first community film showcase during the weekend of 28th-30th September 2012. This was to be achieved by creating a project that would give local people the knowledge and skills they needed to programme and run their own screening activity. Further aims of the project were to:
•Engage Haringey residents•Attract audiences from outside the borough•Provide skills to local groups to run their own film seasons or festivals in the future•Screen locally sourced films•Leave a lasting legacy
#Tip: Create headlines
1. A project that appealed inter-generationally, with audience members ranging from 7-75 years old.
2. A project that attracted approximately 250 people to watch film in the borough during one weekend.
3. A project that attracted new audiences to Tottenham to watch film; 71% (123 people) of the 170 people that filled in a feedback card told us they had not watched a film in the cinema or at a screening in the borough in the last 12 months.
#Tip: Plan your evaluation first
“I have arthritis but I was dancing
earlier so… I guess the arthritis went
away!”Usha Abraham, 64, visiting the UK from India and pictured far left
Audience Development
activity which is undertaken specifically to meet the needs of existing and potential audiences
and tohelp organisations to develop ongoing
relationshipswith audiences.
• StrategicIt has a purpose and is part of an overall strategy.• Evidence-basedIt is shaped by dialogue with audiences about what they
want and need.• About relationshipsRelationships are mutually beneficial and long-termrather than one-off and transactional.• SustainableIt is based on the resources available and justified interms of the return on investment that the activity/ies will generate.
Organisations need to know...
1. What is our Organisational vision/objectives?2. What do we currently understand about our
audiences?3. Where are we now and where do we want to
get to?4. How will we get there?5. How will we know if we have been successful?
Helpful step by step guidance
Local Government Association Outcomes Framework
www.tastetheatre.com
www.tastetheatre.com
