Guide to Services

2011/2012
Guide to Services
What is audience development?
Audience development involves the identification, engagement and retention of audiences. It
is a planned and strategic management function aimed at delivering organisational objectives.
Audience development sets out to affect a change in the attitudes, understanding and behaviour
of both existing and potential audiences. It seeks to remove barriers, deepen relationships with
audiences and create greater inclusion in the arts.
© Arts Council of Northern Ireland
Audiences NI
Staff Team
Chief Executive
Steven Hadley
steven.hadley@audiencesni.com
028 9043 6482
Audience Development Manager
Board Members
Eileen Mullan
Strictly Boardroom (Chair)
Tony McCance
Burnavon Arts and Cultural Centre
(Vice Chair)
Christine Adams
christine.adams@audiencesni.com
028 9043 6484
Mary Canny
QUB and UU
Research Officer
Ailís Corey
Moving on Music
Chris Palmer
chris.palmer@audiencesni.com
028 9043 6481
Marketing Officer
Sara Gunn
sara.gunn@audiencesni.com
028 9043 6487
Finance Officer
Victoria Taggart
victoria.taggart@audiencesni.com
028 9043 6480
Audience Development Assistant
Lydia Gamble
Ulster Orchestra
Brenda Kent
ADEC (Adapt NI)
Siobhan McCormick
ISLAND Arts Centre
Áine McVerry
The MAC
Walter Rader
Rader Solutions
Karen O’Rawe
karen.orawe@audiencesni.com
028 9043 6486
Mary Trainor-Nagele
Arts & Business
Temporary Marketing Officer
Sonya Whitefield
Arts Council NI Observer
Catriona Holmes
catriona.holmes@audiencesni.com
028 9043 6487
Page 1
Contents
1
2
3
4
5 & 6
7 & 8
9 & 10
11
12
13 & 14
15
16
Who we are.
Contents.
Welcome.
Information, support and guidance.
Training.
Collaborative Projects.
Research.
E-marketing.
Test Drive the Arts NI.
Packages.
Rate card.
Current partners and members.
We get so much out of our membership that it’s hard to
tell it all. Audiences NI have provided us with access to training,
which is not only useful, but challenges us to think about how we
could do things better. To have that head-space and to be guided
by professionals who have been there and done it is priceless. It
also means we get access to Arts Marketing Association training
which otherwise we could not afford, due to the prohibitive cost of
getting to the mainland. The additional services that Audiences NI
provide in terms of interrogating our box office data and showing
us who exactly our patrons are and how they are behaving, means
that we’re able to target our marketing to its greatest effect,
saving us wasted time and money. One of the best benefits for
me is the opportunity to meet up with other marketing officers,
to have a chance to share ideas and problems and to find creative
solutions that have worked for someone else, and that might
work for you. It’s a great support to have.
Kate Keys, Burnavon Arts & Cultural Centre.
Page 2
Welcome
A new set of challenges for the arts and cultural sector arises each
year, and this year is no exception. We have all been fighting a battle
to ensure that arts funding is secured and not unfairly cut, and to
stress the importance of the arts to all our lives. With the budgets now
in place and public support for the sector clear, we still face a tough
funding landscape. The challenge now is to seize the opportunity and
do everything we can to maximise audiences for the arts and cultural
organisations that we have fought hard to save. With this in mind, our
focus is on providing practical and relevant services and resources to
build your business. We have also changed our business model in order
to ensure that many more organisations can access exactly the services
they require, by choosing a membership package which is right for them.
All of our membership costs have been reduced, and we now have a free
entry membership package.
Last year was our most successful year to date, with nearly 5000 people
attending the arts for the time through our Test Drive project, and our
biggest ever annual conference bringing together arts organisations
from across the island of Ireland. Do please take the time to read about
these and all our other work in this guide, and do have a look at pages
13 & 14 for details of the new membership packages on offer. We would
be delighted to meet with you and discuss what we can do to help your
organisation develop its audiences. Call us on 028 9043 6480 or
email info@audiencesni.com, we look forward to hearing from you.
Steven Hadley
Chief Executive,
Audiences NI.
Page 3
Information, support and guidance.
Each year, we gather feedback from our members to find out exactly how we can help
and work in partnership to achieve a shared vision and objectives. Whether it’s planning a
campaign for a single event, programme of events, implementing digital marketing or even
just talking through any audience development ideas you may have, our experienced and
specialised agency team are available to offer guidance, advice and support. In-house we have
a broad range of marketing (traditional and digital), communications and research expertise.
Members can benefit from free advice and information by phone, email or in person. See page
1 for contact details of all staff.
Resources
Inclusion in bi-monthly newsletter
Audiences NI produce a bi-monthly
newsletter that goes out to over 650 arts
organisations, funders and stakeholders,
which will keep you up-to-date with what is
going on with us, news about our members
and the sector.
Data Cleaning
Audiences NI can access preferential rates
for data cleaning, whether it’s removing
duplicate records, enhancing addresses
with full postcodes or identifying movers.
Arts Marketing Association
Christine Adams, Audience Development
Manager, is the Member Rep for Northern
Ireland and acts as a first point of query for
members and those interested in joining.
Press Contacts
Audiences NI have collated the details of
press contacts, which are regularly updated
and can be accessed by members for PR
purposes.
Audiencesni.com
The website www.audiencesni.com contains
a growing range of information, from
research findings and downloadable reports
to case studies and details of all training
events. The website is updated regularly and
we welcome news from our members such
as job opportunities, industry awards and
showcase events.
Freepost Service
Members can avail of Audiences NI’s
Freepost service for one-off campaigns such
as postal surveys or marketing list data
capture. The service is completely free of
charge excluding postal charges i.e. every
returned piece of mail is charged at 1st or
2nd class rate.
Page 4
Training.
Audiences NI has been a leading provider of training and continuing professional development
to the arts and cultural sector in Northern Ireland for the past five years and continues to
deliver the highest quality of training and events, aimed at a wide range of staff from Senior
level, to Marketing and Box Office. Each training event also offers networking opportunities
and a chance to share your experiences with others.
Audiences NI’s training takes a pragmatic, informed and
relevant approach to Audience Development and Arts Marketing
as well as the best practice to which we all would like to aspire.
It is always timely and best of all it provides a space for the
coming together of my peers in the sector where there is a true,
generous sharing of ideas and the challenges we face. This
relationship development has been important for me and has
been the priceless added value on top of the collateral delivered
by the Audiences NI team.
Una Casement, ISLAND Arts Centre.
Training on offer includes:
Full day, half day and bite size training: A chance for arts professionals
working at various levels within their organisation to engage with and
increase their knowledge on a wide range of relevant topics including
marketing planning, social media, market research and much more.
Training is tailored to suit different levels of experience, and includes
Senior level workshops, Intermediate (Officer level) training and Bite Size
sessions, which are informal and aim to provide a introduction to twitter,
market research, e-marketing and other audience development topics.
Page 5
Arts Marketing Association Training & Networking
We are delighted to be working in partnership with the AMA in order to bring
the very best in arts marketing training to NI. Previous trainers have included
Heather Maitland, Stephen Cashman and Jo Taylor. In addition, two AMA
Networking events are run each year, which feature a chance to get to know
others in the sector, followed by a short presentation on a relevant subject.
Masterclass
As part of the Audiences NI ThinkTANK initiative, there will be a number of
Senior level events hosted throughout the year covering strategic
management issues.
Annual Conference.
Audiences NI’s annual conference is the biggest arts marketing conference held on the island of
Ireland. It brings together the very best speakers, offering the most up-to-date practical advice
combined with inspirational examples to motivate and spark your imagination.
Had a great time, my head is now buzzing with new ideas
and possibilities.
It was one of the best conferences I have ever attended.
I will be acting on the information given and contacts made.
2011 Conference delegates.
Page 6
Collaborative Projects.
We facilitate working groups and collaborative projects to develop audiences across
Northern Ireland. By working together, we can achieve more than working independently.
A collaborative approach stimulates the exchange of ideas and helps develop best practice
across the sector.
Black Book
The Black Book project is a benchmarking project for users
of Patron Edge and Enta box office systems, designed to help
organisations maximise the potential of their box office systems.
The project provides organisations with insight into how their
customers are engaging with their venues and includes bespoke
marketing training, supported by a step-by-step instruction manual
specific to the box office system, networking meetings, an online
forum and the production of a benchmarking report comparing and
contrasting key audience indicators.
Marketing Essentials
Your time and budgets are precious, and learning from the
experiences of other marketers can help ensure that they are both
spent in the most productive way possible. Marketing Essentials
is an ongoing project which looks to increase knowledge about
how new, potential and existing audiences respond to marketing
communications. This project highlights the good work organisations
are already undertaking, provides advice on how you can measure
the effectiveness of existing marketing tools like your season
brochure, pilots new approaches to communicating with audiences
and shares valuable learning to help inform your marketing decision
making.
Page 7
Classical Arts NI
Classical Arts NI is a collaborative project co-ordinated by Audiences
NI and open to Develop members and above, who are involved in
programming classical arts performances. Now in its fifth year, Classical
Arts NI’s monthly e-newsletter keeps classical arts aficionados and
newbies alike informed about upcoming ballet, classical music and opera
events, as well as, news, reviews, competitions and special offers. The
e-newsletter is distributed to almost 3000 readers and Audiences NI are
committed to growing this list by supporting the project with promotional
activity and working with relevant organisations to encourage sign-up.
If you have an idea for a collaborative audience development
initiative we’d love to hear from you.
Please email Christine Adams at
christine.adams@audiencesni.com.
Page 8
Research.
Research is too often considered a luxury beyond the marketing budgets of most arts
organisations. We offer assistance with primary and secondary research, both through
collaborative projects and individual membership. We have a number of powerful tools to
enable us to analyse box office data, profile current audiences and map potential audiences,
all providing real evidence to inform marketing decisions. Whether you want an online survey
or are interested in audience trends across NI, we can help.
Identifying your research needs
Many arts organisations collect a large amount of information on their
audiences every time they book a ticket and what isn’t collected as
standard, customers are often willing to tell us. With such a vast amount
of information potentially available, and with marketers, programmers,
funders and sponsors all asking for different information, it can be
difficult to navigate your organisation’s data maze.
Audiences NI can help you identify your information stakeholders
and your research objectives to ensure that you’re getting the right
information, in the right way, to meet your needs.
Customer Behaviour Analysis
Understanding how your customers are engaging with you, helps you to
identify the patterns in their behaviour, which you can try to maximise or
change to deepen their engagement with your organisation. Using our
online analysis tool, Vital Statistics, Audiences NI can help organisations
with computerised ticketing systems to explore factors like how often
bookers are attending during the year, whether they’re re-attending
year on year and whether they’re returning to see the same thing again
or trying something new.
Page 9
Audience Mapping: Mosaic NI
Mosaic NI is a sophisticated classifications system
that breaks down Northern Irish consumers into
9 groups and 36 types using the most up-to-date
census data and lifestyle surveys available, and
locates them geographically.
A Mosaic NI report can help;
•measure your penetration within particular
demographic groups or geographic areas.
•identify potential new audiences and highlight
gaps.
•advocate for your organisation.
•inform and strengthen sponsorship proposals.
•provide a benchmark for future performance.
Audience Mapping: Electoral Areas
If you report to a government body or are looking
to lobby elected representatives in local councils,
Stormont or Westminster, then mapping your
audience by electoral boundaries can help you
make your case. Based on booking records,
Audiences NI can help you identify your household
penetrations within particular Northern Ireland
wards, constituencies and local council areas and
match this information to the appropriate elected
representatives.
Audience Mapping: Areas of Deprivation
Organisations looking to engage in work in
deprived areas, or looking to evaluate their
programming or education and outreach work,
can benefit from comparing their customer data
against the Multiple Deprivation Measures for
Northern Ireland. The MDM ranks geographic
areas of Northern Ireland according to their
deprivation levels and can help you target groups
or people to engage with, or demonstrate that you
are engaging with particular areas of deprivation
within your catchment area.
Surveying your audience
While a wealth of information can be discovered
about your audience purely from the information
you collect through your booking data, sometimes
you need to dig a little deeper and carry out some
additional primary research. Audiences NI can
assist you with designing research questionnaires,
which can be hosted online or carried out faceto-face by your staff, and provide analysis of the
results.
Sectoral Reports
Audiences NI’s Vital Statistics software currently
stores information relating to 10.5 million ticket
sales from across Northern Ireland, which can
be used to better understand how customers
behave on a regional basis through Audiences NI’s
annual reporting. This year, the Audience Audit
and Audience Tracker reports will be combined to
provide a single reference point to quantify market
size and identify patterns in customer behaviour.
For more information on research please
contact chris.palmer@audiencesni.com
Page 10
E-marketing.
E-marketing is one of the most powerful and cost-effective tools that an organisation
can utilise in order to directly reach their target market. Whether you are a venue selling
tickets or an artist promoting music purely online, the internet is a force that cannot
be ignored and is at the forefront of a redefinition of the way organisations and artists
interact with their audiences.
Audiences NI’s e-marketing service provides us with the ability
to cost-effectively communicate with our audiences on a regular basis.
This tool allows us to develop and manage customer relationships,
segment our audiences in order to directly target specific customers,
while providing response reports in order to implement a metric on
our e-marketing.
Roisin McCullough, Earagail Festival.
How can Audiences NI help?
Audiences NI can set you up with your own e-marketing account and
customised stationery, with our chosen provider MyEmma. It’s quick
to get up and running and we will be there to support you every step of
the way. Over 20 NI Arts Organisations now use our system.
MyEmma is an easy to use, intuitive and flexible system which allows
you to create professional and stylish e-cards, newsletters and
announcements, and send them directly to people who have signed
up for your list. You can place a sign-up form on your website and
encourage people to sign-up so your list keeps growing. You can also
track the click-through rate, open rate and opt out rate for every
campaign you send. Learn from your results with graphs and the easy
reporting system which will help you spot trends over time.
MyEmma makes it easy to send emails with a few clicks or even
schedule email delivery in advance. It takes care of all data protection
requirements, so all you need is an email list, content and you could
be reaching thousands of people soon. We’re also offering an email
support service in case you have any problems or questions and will be
scheduling training sessions throughout the year.
Note: All e-marketing accounts are subject to a Fair Usage Policy
For more information on e-marketing please contact
catriona.holmes@audiencesni.com
Page 11
Test Drive the Arts NI Statistics
(as of May 2011):
•Participating arts organisations: •Successful applications:
•Number of tickets issued: •Total value of tickets issued: •Number of performances: •Art forms: Test Drive the Arts NI.
Test Drive the Arts NI is Audiences NI’s
flagship audience development project
and has been running successfully since
February 2010. The project was designed to
help organisations increase their audiences
by offering the public guest tickets to an
event. The result is that the Test Driver
experiences the very best of what the arts
has to offer and is encouraged to return
as a paying customer to another event.
51
2,392
4,966
£76,731
549
12
86% of Test Driver’s had a good or excellent
experience when they attended using Test Drive
The Arts NI
88% indicated immediately after the event that
they would visit the arts again after their Test Drive
The Arts NI experience
80% indicated that they have actually attended
the arts again at least once, one year on since
they attended using Test Drive The Arts NI
Excellent! A really enjoyable evening. I’ve
never been to an Orchestra performance before
and it blew me away. Will definitely go to more of
these events in the future.
Successful Test Driver.
Test Drive is a terrific project to be
involved in and I applaud Audiences NI for its
vision in getting the initiative up and running
so successfully. It is an excellent way of
embracing new audience members, who will
hopefully, over time, become loyal audience
members. It is a very straightforward and
worthwhile venture to participate in and I
would urge all organisations (even those
without box office systems) to test drive Test
Drive.
I am always planning a trip to the theatre
and never quite get around to it. The Test Drive
tickets gave me the impetus to go and now I am
determined to attend more often. I loved the
atmosphere, the anticipation, the general sense
of everybody enjoying themselves. Thank you for
the opportunity.
Successful Test Driver.
Ailís Corey, Moving on Music.
For more information on Test Drive the Arts NI,
and to find out how your organisation can get
involved contact christine.adams@audiencesni.com
Page 12
Packages.
Audiences NI have developed a new business model which will help you get the most from your
membership. Simply pick the package that includes the most relevant services to your organisation.
There are packages to suit every organisation regardless of size, turnover or art form. We would encourage
every organisation to get involved with Audiences NI. If cost is a barrier, there is also an Entry level of
membership which is free of charge. By choosing a package of services, there is a significant saving on
purchasing services individually which will ensure a more focussed delivery from us to your organisation.
Entry:
Network:
Through Entry Membership, we will keep you up-to-date
with audience development thinking and practice through
sharing and connecting with other Members. We provide
you with networking and professional development
opportunities, as well as online resources. This level of
membership is open to new members and Arts Council of
Northern Ireland client organisations only.
Through our Network package, our specialists will take
the time to get to know you, building an understanding of
your challenges and what you need from us. We will also
help you to make the most out of your Membership and its
benefits.
ANI Training Bite Size
E-marketing - account set-up
E-marketing - annual fee
Audiencesni.com
Collaborative Projects
TOTAL VALUE OF PACKAGE UP TO
PACKAGE COST
SAVING
1 x place x 2 events
£445
£0
£445
Develop:
This package is for small organisations keen to develop
their potential and to begin the audience development
journey. This package offers an opportunity to engage
with the agency and to explore what your future audience
development needs may be.
Annual Conference
ANI Training Bite Size
AMA Training
E-marketing - account set-up
E-marketing - annual fee
Inclusion in e-newsletter Classical Arts NI newsletter
Audiencesni.com
Collaborative Projects
TOTAL VALUE OF PACKAGE UP TO
PACKAGE COST
SAVING
Page 13
1 x place
1 x place x 2 events
1 x place x 2 events
6 per annum
11 per annum
£2,696
£50
£2,646
ANI training course - Full Day
ANI training course - Half Day
ANI Training Bite Size
ANI Masterclass
AMA Training
Annual Conference
Data Analysis/Market Research
E-marketing - account set-up
E-marketing - annual fee
Inclusion in e-newsletter Classical Arts NI newsletter
Box Office Forum membership
Hard Copy Report
Audiencesni.com
Collaborative Projects
TOTAL VALUE OF PACKAGE UP TO
PACKAGE COST
SAVING
1 place x 6 events
1 place x 4 events
1 place x 2 events
1 place x 1 event
1 place x 2 events
1 place
1 day
6 per annum
11 per annum
1 per annum
£5,156
£950
£4,206
Members of Audiences NI can access a wealth of services, including training, e-marketing,
research, working forums and consultancy. All not-for-profit organisations and local
authorities located within Northern Ireland are welcome to apply to become members of
Audiences NI. Associate membership is available for commercial and umbrella organisations.
If you would like to talk about membership please call us on 028 9043 6480 or email
info@audiencesni.com.
Knowledge:
Insight:
The Knowledge package is for organisations that are
pro-active about audience development and require
more bespoke support. If you want more knowledge on
your audiences and a better understanding of your own
organisation this is the package for you.
When you join Insight, you get access to our most comprehensive
package of benefits. You will get more chances to connect with
like-minded people at Audiences NI events, and two days of
consultancy that will be tailored to meet your needs, amongst
a range of tactical marketing benefits.
ANI training course - Full Day
ANI training course - Half Day
ANI Training Bite Size
ANI Masterclass
AMA Training
Annual Conference
Consultancy
Data Analysis/Market Research
E-marketing - account set-up
E-marketing - annual fee
Inclusion in e-newsletter Classical Arts NI newsletter
Box Office Forum membership
Hard Copy Report
Audiencesni.com
Collaborative Projects
Account Manager
ANI training course - Full Day
ANI training course - Half Day
ANI Training Bite Size
ANI Masterclass
AMA Training
Annual Conference
Consultancy
Data Analysis/Market Research
E-marketing - account set-up
E-marketing - annual fee
Inclusion in e-newsletter Classical Arts NI newsletter
Box Office Forum membership
Hard Copy Report
Audiencesni.com
Collaborative Projects
Account Manager
2 x places x 6 events
2 x places x 4 events
2 x places x 2 events
2 x places x 1 event
2 x places x 2 events
2 x places
1 day
2 days
6 per annum
11 per annum
1 per annum
TOTAL VALUE OF PACKAGE UP TO
£8,402
TOTAL VALUE OF PACKAGE UP TO
PACKAGE COST
£2,500
PACKAGE COST
SAVING
£5,902
SAVING
4 x places x 6 events
4 x places x 4 events
4 x places x 2 events
4 x places x 1 events
4 x places x 2 events
4 x places
2 days
4 days
6 per annum
11 per annum
1 per annum
£14,444
£3,500
£10,944
Associate:
This package is for umbrella organisations, commercial
organisations keen to engage with audience development
practice and sole traders, consultants and individual
practitioners.
ANI Masterclass
Annual Conference
E-marketing - account set-up
E-marketing - annual fee
Inclusion in e-newsletter
Hard Copy Report
Audiencesni.com
Collaborative Projects
TOTAL VALUE OF PACKAGE UP TO
PACKAGE COST
SAVING
1 x place x 1 event
1 x place
6 per annum
1 per annum
£1,415
£225
£1,190
Page 14
Rate Card
Additional services and products can be purchased
by both members and non-members.
Services
Ratecard ANI training course (Full Day)
£175
per delegate
ANI training course (Half Day)
£90
per delegate
ANI Training (Bite Size)
£50
per delegate
Masterclass
£200
per delegate
Annual Conference
£250
per delegate
£133 / 193
per delegate
Consultancy
£450
per day
Data Analysis/Market Research
£450
per day
Audience Mapping by Mosaic NI
£850
per report
Audience Mapping by Electoral Areas
£850
per report
Audience Mapping by Areas of Deprivation
£850
per report
Online survey
£250
per day
E-marketing - account set-up
£195
one-off fee
E-marketing - annual fee
£150
per annum
Inclusion in e-newsletter (x6 pa)
£95
per insert
Classical Arts NI (x11 pa)
£95
per insert
£350
annual
Hard Copy Report
£50
x1 per annum
Audiencesni.com
£0
open access
Collaborative Projects
£0
members only
Arts Marketing Assoc. Training
Box Office Forum membership
Page 15
Funders and Partners.
Members 10/11.
ORION DUO
Page 16
This brochure is also available
in large print format and
on the Audiences NI website
(www.audiencesni.com)
For a large print version
please call: 028 9043 6480
Accessibility
Audiences NI makes every effort to ensure that
our events are accessible to all. If you book for
one of our sessions and have accessibility needs,
we would encourage you to let us know at the
time of booking, so that we can discuss how your
requirements may be met in confidence.
Audiences NI
20 Mount Charles
Belfast
BT7 1NZ
T: +44 (0) 28 9043 6480
F: +44 (0) 28 9023 1429
@: info@audiencesni.com