Audience & Marketing Strategy
Integrated strategies that help cultural organisations understand and connect with their audiences
Through in-depth research and close collaboration, my approach builds a shared vision - then creates an actionable plan to start turning it into a reality.
Whether it’s diversifying your audience base, creating ways to better connect with those you already reach, building revenue streams or raising your profile, I can help you shape a tailored audience, communications and marketing strategy to reach your goals.
-
A successful cultural organisation knows its audience and how to connect with them.
I can help you identify key audience groups, then use creative communications and programming to attract and retain them.
-
Great art needs equally great communication to reach audiences, attract promoters, and gain the trust of funders.
Whether through a starter workshop or full strategy, I can help you build the brand, assets and marketing confidence to ensure your work makes a big impact.
I can also design and run focused marketing campaigns to kickstart your audience building journey.
-
Central to any audience strategy is the actual ‘product’ people are coming to experience.
I can help you evaluate and evolve your audience offer, drawing from my experience working with arts organisations throughout the UK and Europe.
From programming to staging, lighting to signage, all are crucial ingredients in growing and retaining audiences.
-
Your brand and image define your organisation, providing a crucial first touch-point to new audiences – and then reassuring them to return.
Your brand tells the world about your creative ambitions, your values and your trustworthiness. Having one that resonates with your work - whether a solo artist, large ensemble or charity - can transform your prospects.
I can run workshops with your team and stakeholders to evaluate and evolve your brand, image and tone of communication, then craft a strategy that helps your organisation position itself with confidence and authenticity.
-
Alongside creating high quality films and online content, I can help you maximise your digital reach and impact through a wider digital strategy.
Built on data, deep research and over 15 years working with digital for charities nationwide, I can help your organisation to reach your target audiences and grow engagement - building community, revenue and profile.
“Matt created OFA's first ever communications review and strategy, offering clear guidance on brand, tone, emails, socials, digital and print. His ideas, creativity, passion for the work we do and professionalism are sector-leading.”
Nick Thorne, Chief Executive, Orchestras for All
I worked with Orchestras for All, a national music charity, to build a communications strategy which empowered young people to have their voices heard.
Through workshops with staff, trustees and the young people who benefit from the charity’s work, we developed a shared understanding of OFA’s impact and vision - then developed a communications and marketing strategy to share this with key audience segments.
Alongside a focus on youth voice in written and filmed communications, the multi-channel strategy involved the development of a new brand, style guidelines, a website overhaul, refreshed email marketing, PR activities and a phased growing and training of OFA’s communications team to deliver it.
The strategy has contributed to a substantial increase in fundraised revenue and digital engagement, national media coverage and an ever-growing profile.
Photograph: © Orchestras for All
I developed an audience and marketing strategy for Spitalfields Music’s annual festival of contemporary classical music, music theatre and walking tours.
Built around highly focused audience segmentation, the strategy allows the festival to connect the most relevant audiences to events within a highly varied programme.
Through CRM management, targeted digital marketing and hyper-local print placement, the strategy attracted nearly 50% first time bookers to the festival in its first year, increased box office yield by 19% and reduced marketing spend.
I continue to support Spitalfields Music in the design of their print and digital materials, and with ongoing evaluation and strategy evolution.
Photograph: James Berry, © Spitalfields Music
“Matt delivers. He takes the time to understand what you need, get under the skin of your organisation and then makes suggestions and creates communication documents that are intelligent, concise and above all, helpful. Matt worked with the YV Foundation and gained the trust and respect of the team and the trustees - helping us take new steps into public fundraising in a well considered, and in the end, successful way.”
Clare Edwards, Director, YV Foundation
Want to chat?
I offer a free starter call to begin exploring how we could work together to build your audience. Whatever stage your thinking is at, I’d love to chat.
Please get in touch via the form, or email me directly to set up a starter meeting.
FAQs
-
Audience development is about understanding, engaging and growing your audience.
In the arts and culture sector this might mean any or all of ticket buyers, visitors, supporters, people engaging online, volunteers or beneficiaries. Or, to put it another way, the lifeblood of any cultural organisation.
I believe that audience development is best thought about holistically - because it really does involve every area of your organisation if done most effectively.
What is the programming offer that’s going to get people excited? How is this marketed to your target audiences - how do you tell a compelling story to build enough curiosity and trust to take the plunge in trying it out? What’s the audience experience - from first touch point to in-person visit to follow up and beyond? How do you keep people engaged beyond their first visit, so they become invested in your cause, booking again in the future and considering how they can support your work even further?
I bring a wide and varied experience of the arts and culture sector, having worked across digital, marketing, communications, programming, event production and fundraising for orchestras, venues, festivals, museums, charities and individual artists - so can bring hands on experience as well as a holistic perspective to help your audience development.
-
There are lots of areas to consider when thinking about audience development - marketing, PR, brand, segmentation, programming, audience experience and follow-up comms to name just some. When you’re thick in the middle of it, it can be easy to lose sight of the bigger picture.
I can help you to prioritise activities that will give you the greatest short-term benefit, while building a longer-term strategy that will grow and engage your audiences over time.
Clients often find it helpful to start with a short period of evaluation, identifying what’s already being done, what data trends are showing, as well as areas of opportunity. Bringing in fresh eyes and a ‘critical friend’ perspective can help kickstart the journey.
If you’re curious about audience development for your organisation or brand, I’d love to help. The starting place is a free 30-minute call where we can begin exploring what’s possible and see if our collaboration feels like a good fit.
-
There are many ways we could work together, from a one-off workshop to a full strategy with programming, design or digital support.
No two projects are the same so I can’t provide a ‘standard’ price list, but I have worked extensively with small charities for whom value for money is vital.
I offer a free 30-minute starter call where we would explore your audience development needs and how I could help. There’s no obligation after that, so what is there to lose?
-
Good marketing and communications is absolutely fundamental to audience development. Finding an audience to target and then working out the best ways to get them excited about your work is a huge part of the puzzle - but it’s not the complete picture.
The whole audience experience has to be thought of, which beyond marketing also means the ‘product’ itself (i.e. the concert or the exhibition they’re booking for, or the experience they’re signing up to). Evolving your programming and on-site experience with your target market in mind can help unlock new markets, and ensure that those who do book are far more likely to return again in the future.
At that point, your fundraising or development teams are equally important - helping to deepen the relationship.
I can help you with the individual strands, including a stand-alone marketing strategy tailored to your organisation, but I’ve found that the most effective audience development is done when the whole organisation is involved and invested - thinking about audiences together.
-
I’m based in London but work with organisations throughout the UK and Europe, and have done online workshops for clients in Australia.
Many sessions can be hosted online, but I am always keen to incorporate in-person opportunities to meet your team, run workshops and see your ‘product’ live in action!