Strategy and insights

Webinar recording - Supercool Session #12: Act Green 2024 Results

Throughout May, Act Green 2024 generated 17,500 responses from 112 organisations across the UK.

In this webinar, Supercool and Indigo shared the results of the survey, building on the previous two years of Indigo's sustainability research, as well as incorporating the findings of topics new to 2024: audience views on environmental sustainability accreditations and current comparisons with the population.

It's a really interesting insight on audience perceptions of the role of cultural organisations amid the climate emergency, and what audiences expect from us.

• Watch the webinar

Webinar recording – Content strategy development: Aligning content with a marketing funnel

In this one-hour webinar from Digital Culture Network, Tech Champion for Digital Marketing and Strategy, Ollie Couling, will guide you through techniques for developing a content marketing strategy, that is oriented towards realising a long-term outcome.

Illustrated through a cultural case study, we will cover the importance of setting clear objectives, and how key results influence the type of content created. We will consider the impact that audience needs and motivations have on content strategies. We will look at internal and external factors that might shape the design of content plans.  

 As a central theme running through the webinar, we will demonstrate how to use a marketing funnel to structure and align content strategies around common stages in a customer journey.  

• Watch the webinar and access the resources

3 Prioritisation Techniques for Arts Marketeers

In today’s dynamic landscape, where arts marketeers often find themselves grappling with limited resources and an ever-expanding array of strategic choices, the role of prioritisation tools has become increasingly vital. Among these tools, frameworks such as Value vs. Effort, The Kano Model, and the MoSCoW method stand out as invaluable assets for guiding marketeers through the complex terrain of decision-making.

By providing structured approaches to assess and rank your proposed activities, initiatives, tasks or goals, these methods offer a systematic and data-driven way for marketeers to allocate their resources effectively. These tools can empower arts and cultural organisations to optimise their strategies, enhance customer satisfaction, and achieve business objectives in an efficient manner.

This blog from the Digital Culture Network's Ollie Couling takes a closer look at how to use them and some of the pros and cons.

• Read the blog

Report: Arts Audiences now

Indigo have shared the latest on arts audiences in the UK, based on data gathered by UK cultural organisations using their Indigo Share: Subscription during 2023/24, generating 67,000 audience responses. 

Some key findings:

Profile

• Arts audiences are not representative of the general population - they are older (65% are aged 55+ compared to 35% - 38% in the census*), more likely to identify as White / White British (95% compared to 82% in the England & Wales census*) and less likely to identify as disabled (11% of audiences compared to 18% - 24% in the census*). 

Behaviour

• Audiences are looking for entertainment - but many like variety and a challenge too.
• The production itself is the main motivator but the social experience is also very important.
• Special occasions are an important motivator for first-time attenders
• Digital marketing channels have grown significantly since 2019/20, with audiences who saw a social media post or advert increasing from 6% to 26% and email from 21% to 37%. 
• Audiences are not travelling as far to get to cultural venues as they used to and over half of audiences are getting to cultural venues within half an hour.

For all the headline findings and to watch the webinar, go to their website

They've also put together a blog with the five key take-aways for cultural organisations

Webinar recording: How regulation GDPR/PECR affects email marketing and why it is important

In this one-hour webinar, presented by Jacqueline Ewers, Tech Champion for email marketing, you can explore how being compliant with GDPR and PECR regulations is key to unlocking email marketing success. 

You will learn:

• What GDPR and PECR principles are for email marketing 
• How the regulations affect contact data collection  
• Why being compliant benefits your email marketing 
• How to grow your email contact list through best practice  

> Watch the recording and access the resources

Report: Tomorrow's Audience

This latest piece of sector-wide research was carried out by Indigo, in partnership with Spektrix and in association with a consortium of many of the UK’s leading arts organisations. 

Spektrix aggregated ticketing data showed that 2023 was a bumper year for ticket sales, and that first-time bookers have reversed a decade-long decline by returning in greater proportions than for at least the last seven years. These green shoots will be welcome to many of us as the sector recovers from the challenges of the Covid-19 pandemic.

72 performing arts organisations across the UK took part in Indigo’s audience survey in October 2023, including touring organisations, theatres, arts centres and orchestras. Focus groups were then carried out in January 2024 with audiences who had recently attended the performing arts for the first time. 

This audience research showed that first-time audiences are going out more and having a better time when they attend the performing arts than those who were already arts-engaged. However, they don’t value the arts as much and may not see themselves as “arts attenders”. Getting them to come and then to return will need a layered approach to boost their motivators and remove many of the barriers that stand in their way.

> Download the report and watch the webinar

Webinar recording: Choosing a paid advertising platform

In this 60-minute webinar, Mo from the Digital Culture Network will provide an overview of three paid advertising platforms: Google Ads, Meta Ads and TikTok Ads. Mo will present a top level comparison, including their advertising style, where they perform well, and guidance on making them profitable.

You will learn:

• The differences between three paid advertising platforms: Google Ads, Meta Ads and TikTok Ads
• The advantages and disadvantages of each platform
• Which paid advertising platform fits your needs best

> Watch the webinar and access the resources

Impact of creativity of young people’s mental wellbeing

The National Centre for Creative Health (NCCH) and the All-Party Parliamentary Group on Arts, Health and Wellbeing (APPG AHW) has published its new Creative Health Review, looking at the impact of arts participation on health and wellbeing outcomes. As part of the review, the APPG looks at the impact of arts education on children’s health and wellbeing. It argues that creative activity in education settings can play an important role in shaping educational outcomes, improving mental health for pupils, and in reducing healthcare burdens in the NHS.

• Read the report

Charity Commission - Social Media Policy Guide (including a checklist)

Social media can be a powerful communication tool for charities, but there are risks that come with using it. Seeing as there are plenty of charities within the arts, culture and heritage sector here in Reading, this seemed like the most sensible place to share the new guidance from the Charity Commission which should help you to understand the risks, your responsibilities as trustees and what to consider if issues do arise.

The guidance explains the importance of having a social media policy. Use the checklist to help you develop a policy, or to check your existing one.

• Read the guidance on the GOV.UK site

Webinar: Demystifying SEO: Actionable tips for the cultural sector

Are you struggling to understand SEO (Search Engine Optimisation) and how it can benefit you or your creative or cultural organisation?

In this 75 minute webinar, Monica from the Digital Culture Network will cover everything from developing an understanding of what SEO can do for you or your organisation to choosing the right approach based on your priorities and size.

They also share a number of resources to help you with keywords, how to check the performance of your site and more

> Watch the webinar and access the resources

Webinar– Limited resources? Do less and achieve more!

Across the creative and cultural sector, it is common for organisations to have ambitious goals, but equally, vastly under resourced teams. This 45-minute presentation from Ollie Couling, Tech Champion for Digital Marketing and Strategy at Digital Culture Network, will help you to streamline your marketing - learn how to remove the grey areas or wishy-washy parts of your current plans or routines, and redirect focus towards feasible and sustainable goals.  

You will learn: 

• A method of directing focus towards systems and processes, ones that can lead to more attainable outcomes.
• A way to understand your current trajectory and to identify if your current plans or routines are sustainable.
• Techniques to help you prioritise your marketing goals and activities in a more strategic way.
• The importance of coordination and integration in designing a successful marketing plan. 

> Watch the webinar and access the support docs

How to help feed the new X (Twitter) algorithm

Social Media Today has been analysing the latest changes to how X/Twitter's algorithm, based on the open-sourced code, and have identified what the platform is now prioritising.

The headlines (as summarised by ACE's Digital Culture Network):

• A big push on video content (because Musk seemingly wants to compete with YouTube and, crucially, stick ads in your videos)
• Posts with links aren't liked as much (not ideal because we're all trying to send folk to our sites to find out more info or buy tickets)
• Any mentions of other social media platforms will be "penalised", reducing the reach of your posts 
• Replies are important again

The very short version is that X will reward content/posts that keep people on the platform, rather than ones that send people away. Longer threads, conversations and video content - the elements that emphasise both "social" and "media"! - will be what gets your posts into the eyes of more people.

• Read the full analysis on the Social Media Today site

Culture and Heritage Statement of Intent 2023-2026

Reading’s Culture and Heritage Statement of Intent has been created in collaboration with the Culture, Heritage and Creative sectors as well as key stakeholders. We recognise that Culture and Heritage has always been a conduit for delivering positive social benefit but that it has become even more important since covid19. This Statement of Intent recognises the importance of Culture, Creativity and Heritage in the following areas of work.    

• Placemaking  

• Physical and Mental Health and Wellbeing  

• Celebrating the diversity of Reading’s communities  

• Economic Development 

• Sustainability 

The Self-Service Venue Report

pointOne and Indigo Ltd have partnered again to bring you ‘The Self-Service Venue’ report. 

This piece of research was aimed to gather a better understanding on the audience’s willingness to embrace self-service technology within the cultural venue experience. The survey also wanted to identify what audience group would more likely benefit from the use of technology, and how these devices were being used in other areas of life.

This report is based on the results from a nationwide survey
that ran from 13th February – 6th March, where 28 organisations took part, receiving over 7,900 responses.

• Find out more and download the report

The Audience Agency's Survey Question Dictionary

If you ever need to write an audience survey, the Audience Agency have you covered with their Audience Finder Survey Question Dictionary, with guidance on the best questions to ask your audiences and the best way to collect your survey data.

• Download the guide [PDF: 722KB]

TEA Break: Barriers to Attendance

The Audience Agency recently ran a survey looking into changing audiences and potential barriers to attendance.

You can find the slides for the session available to download

- Tea Break Barriers to Attendance.pdf (393.7 KB)

You can find the event recording on their YouTube channel

- TEA Break | Barriers to Attendance - YouTube

Key Discussion Points:

• Venues have lost a lot of people experienced in mitigating barriers so are starting from scratch, a lot of investment is needed in the workforce to help with this.
• Lots of interest in the idea of what ‘reasonable behaviour’ is from audiences, and the research that has been done on this. What some groups may see as reasonable behaviour may be very limiting for others.
• Possibilities for virtual tours/information about venues beforehand to help with accessibility. Matterport was one software used for tours, as was EyeSpy. Sensory maps and a visual story of the venue were more general options discussed.

You can find out more about their TEA (Talking Evidence and Audiences) Breaks - offering a regular introduction to The Audience Agency's latest research, projects and sector knowledge - via their website

The Cultural Content Report from One Further

One Further are a digital analytics and content strategy agency specialising in the arts and culture sector.

They surveyed 169 arts and cultural organisations from around the world during the summer of 2022. The findings are presented reveal insights into:

• How different organisations manage content production

• The balance of in-house and outsourced production

• The types of content that are being created

• The major challenges they face

• How they measure the success or impact of their content

• The lasting impact of Covid-19 on the sector

Head to their website to download the report 

SEO for arts, culture and heritage websites

SEO - search engine optimisation - is an essential tool when it comes to creating online content for your website, but in our sector where the very nature of our productions, performances and exhibitions are somewhat transient, the usual rules perhaps don't apply.

Fortunately, One Further have plenty of advice to help you drive visitors to your websites - and, in turn, to your events and venues!

SEO for theatres and arts venues: how to solve common problems

• Read the report

SEO for museums: How to get it right

• Read the report

Reading's Culture & Heritage Strategy 2015-2030 Refresh - Consultation Overview

In July 2022, Reading Borough Council commissioned Art Reach to conduct a series of consultations with the cultural and community sectors to review and refresh the Reading Culture and Heritage Strategy 2015-2030. This included:

• A full day workshop, facilitated by Art Reach, to look back and look forward, discuss, and explore the strategy and ideas to steer the direction for a forthcoming action plan
• 4 online focus groups, facilitated by Art Reach, to gain further insight
• Emails and notes from others in the sector have also been fed into this report.

Participants were asked to reflect on what had gone well so far under the three themes, identify areas that still need to be addressed, and identify their own questions looking forward, which were then discussed in-depth in smaller groups and in the online focus groups. This report collates the notes from each of the discussions and identifies common themes and priorities that were raised. These will inform an action plan, for which recommendations are made at the end of this document.

Reading Cultural Education Partnership Strategy 2020–24

The overarching aim for the Reading CEP has been adjusted from the previous strategy to emphasise young people’s empowerment in decision making. The objectives will build on the successes already achieved by focussing down on specific areas that can be further developed. Three core values have also been developed, to drive the focus for the next four years.

To develop a collaborative, sustainable infrastructure that enables opportunities for every child and young person in Reading to aspire, achieve, influence and participate in quality arts and culture.

The work of the CEP focuses on children and young people aged 0–19 and on vulnerable young people up to the age of 25.

Cultural organisations and the climate crisis

Climate crisis awareness and the hospitality sector’s role in tackling these issues gained significant momentum before the pandemic hit in 2020. Hospitality experts Point One commissioned arts and culture consultancy Indigo to conduct some audience sentiment research amongst UK cultural organisations. 11,682 audience members from 58 organisations fed into the survey, with some surprising findings. 

One stand-out stat was that 77% of audiences expect the cultural organisations they attend and support to lead the way when it comes to sustainability initiatives. And cultural audiences are more engaged in climate emergency issues than the general population.

Read their blog to learn more key findings from the survey and how you can access the full Act Green report for free to help inform your own sustainability initiatives.

• Read the blog

Missing Audiences - Wave II

The second part of the Missing Audiences survey delivered by the Insights Alliance (Indigo, Baker Richards and One Further) saw 23,369 responses from theatres, arts centres and other arts & cultural spaces, with surveys sent to their patrons from 31 Jan-20 Feb.

• The good news is that 86% of respondents have been back to cultural events, or at least plan to
• Of the 14% of respondents are still "holding out", with the biggest concerns the avoidance of other people, and the worry that other people won't comply with Covid safety measures

We even got a question answered in the Q&A session of the webinar.

Find out more

Missing Audiences survey

The 10,834 responses gathered during the first wave of the Missing Audiences survey delivered by the Insights Alliance (Indigo, Baker Richards and One Further) reveal that: 

• A significant proportion of previously frequent cultural attenders have not yet returned to any cultural venue and less than 1 in 3 of those have a future booking
• For those who have not yet returned, Covid safety concerns are the key factor holding them back, with 61% saying they are avoiding interacting with crowds and 23% saying they are waiting until they can attend as ‘normal’
• 74% of non-returners expect to attend less often in the next 12 months, while 47% of those who have returned will also attend less often

Find out more