Audience Development Strategy Opportunity with AppetiteAudience Development Strategy
Appetite is looking for an experienced and highly skilled audience development consultant/professional to develop our Audience Development Strategy
Audience development and encouraging long-term engagement within the arts is the main objective of the Appetite programme. We are looking for someone to produce a detailed strategy to help us achieve the programmes’ aims.
Appetite is a three year programme that aims to get more people in Stoke-on-Trent to experience and be inspired by the arts. Appetite has an overarching aim of increasing the opportunities for the people of Stoke-on-Trent to experience high quality art, and is working with local people to commission a diverse programme of activity to achieve this. In this sense, all activity that takes place as part of Appetite is audience development.
The main focus of our programme will be on engaging infrequent and low attenders of the arts to build up arts engagement culture for the long-term. Our focus for strategic investment will focus on work for families. The existing data available allows us to reflect on this audience, allowing Appetite to build up a complex, multi-layered way of developing audience development approaches.
The objectives of the Audience Development Strategy are to:
· Achieve audience attendance and participation targets as set out in the Appetite business plan
· Ensure that 60% of audience engagements are with people with low or no previous engagement with the arts
· Achieve 30% repeat attendance rates
· Stimulate attitudinal shift in Stoke-on-Trent residents so that the arts become part of the city’s day-to-day life.
As engagement levels for the arts are so low within Stoke-on-Trent it is fair to say that the entire population is likely to be a target audience for this programme including those from ABC1 social groups. Targeting these people will be crucial in developing a taste for the arts in Stoke-on-Trent, and the support for a more highly developed and well-resourced arts infrastructure. Primary and secondary target audiences have already been identified based on the Acorn classification.
Appetite will be promoted through the full range of available marketing and communications channels including Outdoor, Press and Media, Broadcast, Print, E-marketing and Direct Marketing.
These tools will be used to:
· Raise the profile of the programme
· Communicate widely with our target groups
· Target messages to particular segments
· Create a buzz about the programme
· Communicate information about specific events.
We envisage this will require a concentrated period of consultation and may well tie into the research and evaluation methodologies currently being conducted by Staffordshire University as part of the programme.
The audience development strategy will:
· Identify audience development and marketing aims to engage our primary and target audiences
· Provide an overview of the strategic approach to engaging audiences
· Include a budget and timeline for developing specific tools.
· Capture and support an understanding of our current audience plus how this can be improved and developed across the Stoke-on-Trent area;
· Include a detailed breakdown and analysis of existing and potential audiences using marketing data currently available at postcode sector and Ward level. This will help to facilitate programming and the targeting of audience development and marketing communications activity
· Identify audiences through existing demographic data using local Acorn Classification
· Outline methodologies, tools and resources required for improving audience and repeat attendance figures;
· Provide a set of SMART (Specific, measurable, actionable, realistic, time-lined) objectives for audience development;
· Assess and summarise Appetite’s existing audiences through the collection of primary and desk research (both online and offline);
· Consult with Stoke-on-Trent’s cultural stakeholders including Stoke City Council, professional venues, amateur arts sector, civil society, and community members to explore avenues for combined audience development and existing audiences;
· SWOT (Strengths, weaknesses, opportunities, threats) analysis of previous marketing activities and communications;
· Identifying barriers to potential new audience members.
Appetite Background information
Appetite is funded by Arts Council England as part of the Creative People and Places programme. Creative People and Places aims to increase the number of people experiencing the arts in areas where arts engagement is significantly below the national average in the country. The programme aims to build an appetite for the arts in the city by programming high quality, family-friendly events in public spaces and placing people at the heart of what we do so they can take part and shape arts activity in Stoke-on-Trent. Appetite will engage local residents so they can get involved and influence more art in more places across the city.
Appetite’s focus is to better understand what the people of Stoke-on-Trent really want from the arts and how best to serve it to them.
An ambition of Appetite is to deliver some of the best quality and most exciting arts activities that the local, national and international arts industry can offer.
Appetite is funded by Arts Council England, led by New Vic Theatre in partnership with B Arts, Brighter Futures, Partners in Creative Learning (PiCL) and Staffordshire University’s Creative Communities Unit.
We are looking for tenders from individuals or organisations. The maximum fee for this is £5000 (inclusive of all expenses including travel, subsistence and accommodation).
We anticipate that the research will take place from October to December 2013. The final report will be delivered in January2014.
We expect the successful applicant to develop and agree a clear work schedule with Appetite in an initial planning meeting to outline the key milestones, programme activity and number of days.
How to apply?
To apply please provide:
· Details of 2 audience development strategies or similar that you have been responsible for;
· An estimated delivery plan outlining how you would approach this opportunity including milestones, number of days and a budget breakdown (no more than 500 words);
· A supporting statement (no more than 500 words) outlining your relevant experiences and skills
You can email your application to email@example.com. Or you can post this to:
Appetite c/o Partners in Creative Learning, 14a King Street, Newcastle under Lyme, ST5 1EJ.
If you have any questions relating to this please contact Gary Cicinskas, Programme Manager: Gary@appetitestoke.co.uk or call 01782 454404.
The deadline for applications is 11 October at 5pm. We will be conducting interviews on 17 October. If selected for interview you will be notified no later than 14 October.
We look forward to receiving your application, and thank you again for your interest in Appetite.
If you have any access needs in relation to your application and interview then please let us know in advance.