Case Studies

Case Study:

Worthing Theatres & Museums

Achievements:

Increased occupancy, audiences and income, attracting first timers.

Goals:

  • Embed an audience-led strategy that resonates with the community.
  • Enable data-driven decision making.

Solution:

  • Audience Finder Data & Mapping Tools.
  • Audience Spectrum as a segmentation.

Implementation:

  • Tested segment profiles, aligned characteristics to programme choices.
  • New marketing approach using outdoor media, improved website content/journey, video content, direct mail.
Outcome Benchmarks:

Circus Festival

Year 1:

Audience

New Audience

Income

Year 2:

Performances

Audience Growth

Workshops

Attendees

Case Study:

Peterborough Presents

Achievements:

Shifting engagement to least culturally engaged locals for community-led arts organisation (CPP).

Goals:

  • Shift attendees to more of the lowest cultural engagers.
  • Focus resources and efforts on local residents.
  • Attract attendance from cold spots in the city.

Solution:

  • Audience Finder Survey & Mapping Tools.
  • Audience Spectrum segmentation.

Implementation:

  • Consciously ‘balanced’ programme across challenging and distinctive to more accessible and locally relevant.
  • Targeted marketing of areas with lower cultural engagement.
  • Shift to more participatory events closer to cold spots in city.
Outcome Benchmarks:

3 Year Analysis

Consciously more inclusive programming and outreach.
Audiences more local and all over the city.
Audiences more inclusive of those who don’t engage much with culture.
Previous cold spots became highest attending areas.
68% to 83% shift to attendance from the city.
38% to 55% shift to the lowest culturally engaged.
Case Study:

East Durham Creates

Achievements:

Establishing an offer for new, less culturally engaged audiences delivering on mission & funding objectives for community-led organisation (CPP).

Goals:

  • Identify and build an audience that is more representative of the local population.
  • Engage people in the segments of the population that are least engaged with Arts & Culture.

Solution:

  • Audience Finder Profiling, Reports, Mapping Tools.
  • Audience Spectrum segmentation including geo-location.

Implementation:

  • With 73% of people in the 4 lowest engaged segments, EDC focused on 1 group per new project.
  • Identified cultural venues and local partners where target segments resided.
Outcome Benchmarks:

Pirates of Crimdon Dene Activity Trail

New heritage partnership with Durham Heritage Coast.
New marketing approach for families via Facebook.
Repositioned offer – low cost with transport support.
2500 Attendees.
76% Attended the event with children.
50% Discovered the event via EDC Facebook Group.
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