Images courtesy of: Andrew Billington
“We’ve embedded virtually all of our audience development recommendations provided for us by Earthen Lamp. Their audience data analysis has been vital to our successful engagement over the last two years. We’ve hit a 90% success rate with our target audiences and that’s largely due to the direction and insights we’ve gained through working with them. The depth of their data is exemplary and the time they took to help us understand a wealth of statistics really helped it sink into our minds.”
Gary Cicinskas, Appetite Project Manager
Appetite Stoke Audience Development Strategy
About
Appetite is a three-year artistic programme aimed at getting more people in Stoke-on-Trent to experience and be inspired by the arts. Appetite is funded by Arts Council England as part of the Creative People and Places programme. This programme aims to build an appetite for the arts in the city by putting on quality, family-friendly events in public spaces, placing people at the heart of what they do. Therefore enabling them to 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. Their 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. Appetite has several creative strands that will help develop skills and increase this hunger for the arts in the city.
Type of work
Audience development strategy
Date
October 2013 to December 2013
The brief
Appetite commissioned Earthen Lamp to devise an audience development strategy and action plan for the three-year programme. This was to ensure that the audience aims and targets specified in the business plan were translated into audience development and activities.
The activity
A strategy was produced using intelligence from Arts Council England’s Arts Audience: Insight, ACORN, National Statistics, and the Get Talking programme of audience consultation. It was informed by consulting with a range of existing arts providers in Stoke-on-Trent and the surrounding area, as well as project stakeholders. It also took into consideration the cultural mapping and audience profiling work commissioned by Appetite and built on and incorporated information from their business plan.
In 2014 Appetite commissioned us to analyse and review their progress against the audience development strategy.
The outcome
The plan and recommendation within it were very well received and have formed the blue print of Appetite’s marketing and audience focused activities.
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