Audience Focus March 2010 Andrew McIntyre

VISION-LED AUDIENCE-FOCUSED The 21 st Century Arts Organisation Andrew McIntyre MORRIS HARGREAVES McINTYRE

The challenge of the 21 st Century Societal changes Explosion of information Digital opportunities (and threats) Vast choice of leisure pursuits Perception of relevance Democratisation of culture and participation

The answer is… To have a real vision To be clear about your impact on the world To tell (sell) this story

Move on Up programme It’s not marketing – it’s organisational development But it is about audiences Led by CEO/artistic director Engages senior management/board/trustees Involves everyone (including the cleaners)

5 KEY DOCUMENTS Manifesto – beliefs, ethos, aims, impact, value 7 Pillars Scorecard Brand Model Strategy Tree Written Plan

VISIONING - MANIFESTO We believe… We exist to… What we want to change… - how people will be different - how society will be different - how the sector will be different Post-it notes stream of consciousness Written or recorded

Tikanga Maori underpins what we do We are passionate about what we do, who we represent and why we exist We make people proud of their identity and values We uplift people through our art and culture We build, strengthen and maintain relationshiops with Maori and the world’s indiginous artists We provide leadership and direction to Maori artists and organisations We give Maori artists confidenceWe honour our ancestors by taking their stories to the world We connect people to the land We inspire people We champion and protect Maori art We endorse and increase recognition of other indiginous people We grow the market for Maori art worldwide We raise awareness through art for a contemporary people called Maori We provide succession planning We provide a strong platform for lobbying We provide opportunities and support for artists We provide and environment for artists to succeed We show the greatest Maori art to the world We help more Maori artists live by their work We provide a recognised brand until the artits themselves are recognised

VISIONING Explains the interaction between art and audiences Commits to both equally

The 7 Pillars of Audience Focus

Vision-led Brand-driven Inter-disciplinary Outcome-oriented Insight-guided Interactively-engaged Personalised

7 PILLARS SCORECARD 35 or 56 questions that often don’t get asked in strategic planning Self-assessment Generates internal discussion Generates list of ACTIONS Repeatable to measure progress

Actors Production Marketing Learning

VISION-LED Our vision Toi Maori wants to be the ‘go-to’ organisation for anything connected to Maori arts What we believe How culture, people, society will be different

VISION-LED Our vision We produce innovative work of the highest artistic quality that is accessible locally and recognised regionally, nationally and internationally. What we believe How culture, people, society will be different

VISION-LED Our vision Bishopsgate Institute's vision is of a society enriched and informed through personal development and social learning opportunities. What we believe How the sector, people, society will be different

BRAND-DRIVEN Essence Values Personality Benefits

BRAND-DRIVEN Essence Values Personality Benefits Involving people… Audience focus Provocative Enlightenment

INTERDISCIPLINARY Formal Meetings Working groups Shadowing/induction Informal Social in and out of work Ideas and suggestions – boxes, walls and s Cross-departmental working (and socialising) Shared interest in and responsibility for audiences

OUTCOME-ORIENTED What difference/impact do we want to make? Can we measure it? (yes we can)

INSIGHT-GUIDED What do we know about our audiences? What do we NEED to know? How will we use that information?

Size of the potential market Art gallery or exhibition Craft exhibition Museum Historic house or Stately home Historic site Formal or landscape garden 94%

Been to any site in the service 462k in past 12 months 50% 176k in past 5 years 19% 120k not in past 5 years 13% 166k never been 18% of 924k market in catchment area

Aware that sites are free 527k YES 57% 397k NO 43% of 924k market in catchment area

Why do people visit us? What do they want? What do they expect? How do they behave? How will they react and respond? How do they make meaning from it? What meaning do they make?

What outcomes do we want them to get? What do we want them to… Know Think Understand Experience Feel and Do?

We need to walk a mile in visitors’ shoes…

We asked thousands of museum and gallery visitors why they visit…

Engagement

12% 8% 44% 38% Social Intellectual Emotional Spiritual

12% 8% 44% 38% Social Intellectual Emotional Spiritual 2% 24% 53% 20%

MUSEUMS 3% 13% 35% 49% MORRIS HARGREAVES McINTYRE NORMS Social Intellectual Emotional Spiritual

MUSEUMS 3% 13% 35% 49% GALLERIES 18% 36% 29% MORRIS HARGREAVES McINTYRE NORMS Social Intellectual Emotional Spiritual

Main motivation/expectation

Power & Taboo

Power & Taboo: MOTIVATION

Power & Taboo: IMPACT

Segments

STRATEGY TREE Relates activity to strategies, objectives and the mission Your organisation on one side of A4

5 KEY DOCUMENTS Manifesto – beliefs, ethos, aims, impact, value 7 Pillars Scorecard Brand Model Strategy Tree Written Plan

Critical success factors NOT marketing, NOT lead by marketing Led by CEO/artistic director, involve board/trustees Build vision for around THEIR passion – will inevitably be expressed as audience outcomes/impact Everyone is creative (including the cleaners) - involve Convert with face-to-face contact with the audience Evidence of impact builds confidence Good luck (if not here, then somewhere else)

Andrew McIntyre MORRIS HARGREAVES McINTYRE