Company development and client relations for Audiences London

Issue:

During my time providing maternity cover as Head of Audience Development Services at Audiences London, the company was changing its business model and preparing for the eventual merger and change to The Audience Agency. The role also included leading on collaborative projects and offering bespoke consultancy to clients.

Response:

I contributed to preparing for the business change, through client discussions, re-organising the website and helping develop and ‘Freemium’ model for services, and advised on consultancy models. Some of the other projects included:

Cinema Museum: I helped the staff and volunteers develop their marketing skills and draw up a marketing strategy for their future; a London Museums-sponsored project via Audiences London Plus.

Black Country Living Museum: I was asked by Audiences London Plus to help the award-winning Museum and visitor attraction understand their audience research, in order to plan future marketing priorities and structure and position a new Membership scheme.

I project-managed the ‘Music to Remember’ campaign, which saw a number of London’s leading orchestras and concert venues collaborate on a shared marketing micro-site to appeal to a specific audience segment, and ran the direct mail and email campaigns associated with it.

I developed guidelines for the collection, use and sharing of audience data by touring arts organisations and receiving venues, for audience development and marketing; and wrote the website copy for the evolving ‘Audiences on Tour’ microsite, a resource commissioned by Arts Council England to help touring companies and venues collect, share, interpret and use audience data.

I project-managed a data and insights-sharing drive plus bespoke consultancy for nine Outer London theatre and multi-arts venues.

 

Impact:

Audiences London transitioned to a successful new business model as The Audience Agency, and many of the projects created collaborations that have outlived the specific, funded project period.

Date:

July 2010-May 2011

Category

Communications campaigns, Evaluation, Project management, Strategic planning, Training and mentoring