Audience Engagement Road Map

Providing medium to large organisations with arts marketing and audience engagement planning that formally organises the identification and exploration of intended audiences. The objective is to provide insight and guidance for those seeking to develop the audience engagement aspect of their work. 

The development of an AERM is a straightforward process that encourages a wider vision of participation, clarifies audience objectives and provides an actionable plan that takes the uncertainty out of audience engagement.
 
A comprehensive AERM supports strategies for change with its completion being a clear indication of organisation’s health, encouraging artists whilst reassuring collaborators and funders by demonstrating commitment to access and inclusion. Alongside realistic revenue forecasts, an AERM can also support funding bids.
AERMs are intended as a long-range reference document, for the situational analysis and initial research/data collection elements, whilst also offering individualised and actionable engagement strategies alongside monitoring planning. Personalised for the organisation, AERM documents can be formally presented by Disconnected Bodies to stakeholders upon completion. 

Your Customised Road Map

Focuses your attention on the audience you want to reach, and how you’ll reach them.

Reaches out to unengaged audience, particularly people or communities you may not currently be reaching.

Helps the public to make informed choices, about the arts they attend, visit or participate in.

Builds deeper relationships with existing audiences, encouraging them to try new experiences or helping them get more out of their experience.

Dissects your audiences' needs and preferences, to ensure they receive maximum value from your programme.

In The Words of Arts Council England

The importance of understanding audiences for grant applications.

What Does Success Look Like?

There is no right way to create an Audience Engagement Road Map. Every organisation is trying to reach a different segment, for different reasons, in different ways, with varying levels of available resources; and so your plan should reflect your, scale, resources, personality and purpose.

Increase Range and Diversity

Attract The Least and Less Engaged

Increase Depth and Quality of Experience

Developing Your Road Map.

Our process allows for total personalisation to your organisation. By following our multiverse approach to engagement we can ensure your artistic, financial and social objectives are addressed and you receive maximum customised value from our work together.

In reality developing a useful strategy is likely to be a dynamic and changing process, involving much constructive discussion, experimentation and adjustment; we’ve devised a flexible planning process in which your whole organisation are involved.

What We Provide You.

A clearly articulated plan, communicated consistently across your organisation’s programme that develops and diversifies your audience engagement.

Through our collaboration we are aiming to,

  • Define a your purpose.

  • Create a shared grasp of what your success looks like and a plan as to how to achieve it.

  • Create a framework for your team to plan and deliver the audience offer through our unique Multiverse Approach.

  • Identify resources.

  • Create a plan that is monitored and adapted regularly through our consultancy process.

  • Understand your audiences through of cultural segmentation.

  • Advise on growing current audiences and developing new ones.

  • Include a plan for evaluation and monitoring to be submitted to ACE.

Audience Engagement Action Plans are Particularly Useful If,

You have ambitious aims to develop or deepen your audience but limited resources.

You need to support your business plan or organisational strategy.

You want to review your approach and ensure it is effective and current.

You want to develop a comprehensive plan for your whole programme over an extended period, rather than for a single event, exhibition or production.

Our Unique 'Multiverse Approach' to Audience Engagement.

Awareness

Choices & Decisions

Emotional Journey

Figurative

Arrival & Departure

Memory

An audience's first contact with your programme; attracting them, engaging them and moving them to attend.

The stage where audiences weigh up alternative options and consider what choosing you will mean to them.

Moving the audience through their journey with you; providing value to them and creating a lasting impression that evokes further engagement.

Reducing 'mental barriers to participation' that prevent attendance and ensure audiences leave having been artistically and intellectually challenged.

The influence your programme has had on an audience, what they take away; tangible or intangible.

The Importance of Understanding
Audience Psychology

  • Understanding the psychological make-up of an audience is essential in ensuring audience engagement moves past the limitations of arts marketing.

  • Dissection of the psychological needs and preferences of the audience allows for appreciation of any personal, situational, cultural, institutional and historical factors that may be influencing an audience’s willingness to engage.

As the only audience engagement consultants that place such heavy emphasis on psychology over marketing, our approach is based upon significant past research into audience habits and preferences. By aligning psychographic considerations we can provide more relevant engagement guidance as to effectively reach and connect with your audience segment; informing the building of cultural experiences so the public receive maximum value from your work.

Moving Beyond Dead-End Data

  • Audiences aren’t just numbers to report back to ACE with, they have clear and determined psychologies influencing their engagement with the arts.

  • Only through exploration of psychology can the arts remain relevant and essential to the wider public good, data driven planning simply can not cut it.

  • Much of current arts marketing and engagement planning is based upon impressive seeming census-style data reports that provide extensive results but give no explanation as to how these are relevant to the arts or arts engagement planning.

We feel it's a dangerous, ineffective and impersonal approach to be developing cultural experiences based upon statistics and not recognising audiences as individuals.  Grouping audiences solely through demographic data is not only extremely presumptuous of their psychographics but also boarders on prejudice and discrimination. Allowing the future of the arts to be shaped through such a cold, analytical approach fills us with dread. ©

A Customised Process

Our Audience Engagement Road Map solution always begins with a free 30-minute video consultation, followed by a face-to-face deep-dive consultation if you wish to explore a collaboration further. Non-committal and free of charge, consultations allow both parties to gain a better understanding of each other and determine if working together is something that can benefit us both. Presuming this is the case, we then move into the formal process of developing your Audience Engagement Road Map, which is as follows,

Mission

What do you want to achieve?

Analysis

What is the potential, what are the limitations?

Objectives

What will success look like? How can you measure success?

Strategies

How will you achieve success?

Tactics

What will you do, when?

Monitoring

Is it working?

Agreeing where audiences sit in your mission and strategy and articulating ambitions for engagement and audience revenue.

Using evidence to assess the internal and external situation, audience potential and understand audience barriersand needs.

Combining ambitions with SMART objectives for chosen strategies.

Choosing the main approaches likely to meet aims, capitalise on opportunities and mitigate risks.

Planned, budgeted and resourced; a comprehensive range of activities to meet objectives.

What needs to be change? A regular review of progress and adaptation of strategies.

A Digital Element

Promote, create, distribute and share experiences with audiences online; supporting your artistic objectives.

Create the opportunities for artistic experimentation digitally.

Deliver better value from public investment by reaching engaging people at home. 

Strengthen your organisation's resilience by creating new revenue streams.

Audience Data Collection

We assist organisations that may lack the resources necessary to plan and implement audience data collection. Through discussion with clients we advise on a suitable methodology and sample size to produce valid analysis.

 

We look to collect qualitative and quantitative data; behavioural, attitudinal and demographic, through both dependable and creative methods, looking to make collection as inclusive and accessible as possible. 

 

Depending on the size of the research proposed, data collection can be an element of the overall AERM commission.

Where Our Custom Solutions Go Further.

We’ve mentioned that the arts don’t need marketing, the arts need engagement. Similarly, our engagement planning goes further than marketing. An holistic approach to audience engagement, through our multiverse process, is what excites us when working with clients. With this outlook we can provide custom content for your Road Map that could include,​​

  • Identifying the needs of local communities and authorities.

  • Profiles, behaviours and psychographics of your audience to attract commercial sponsorship.

  • ​Delivering your organisation's personalised Creative Case for Diversity to ACE.

  • ​Profiling potential financial/commercial contributors

  • Ensuring you meet the data sharing requirements set by ACE.

  • Building your legacy.

The Consultancy Process

  • Free 30-minute video consultation.

  • ​Free face-to-face deep-dive consultation.

  • ​Consultancy formally agreed. Deliverables agreed.

  • ​Continuous and unlimited dialogue via phone, email or face-to-face.

  • ​Regular progression meetings.

  • ​Final sign off and presentation of documents, with optional public presentation lead by Disconnected Bodies.

  • ​On-going support and continued partnership.

The Details

Price

Quotes are provided after initial consultations.

We charge to same rate as the A-N artist fair pay policy of £26/hour.

To be paid in instalments as follows - 

  • 25% upon formal agreement.

  • 10% upon completion of internal analysis. (usually 1-2 weeks after formal agreements).

  • 20% upon reaching the half way point. (agreed by organisation).

  • 35% upon completion and delivery. (signed off by organisation).

  • The remaining 10% is to be paid within 3 months of completion.

Timescale

Agreed with organisation.

Typically delivered within 4-8 weeks

Refund Policy

Refunds can be requested at any point of the agreement up till the final sign-off, with all payments (in full) being refunded within 14 days.

Book a Free 30-Minute Consultation.