Audience Development

The cultural sector places real emphasis on finding ways to attract and connect with new audiences.

The task is to find ways to engage and excite people and to contribute to their knowledge, interest and enjoyment.

Audience Development, dovetailed with education & learning and community & outreach work, forms the basis of an Activity Plan, one of the core HLF support documents.

Finding ways to connect with under-represented audiences is a challenge and one that requires a thorough understanding of the principles of strategic marketing and organisational planning. And when all aspects of an organisation work towards the common goal of audience development it makes for a successful and vibrant operation.

CDC has built up an expertise in this area combining a thorough understanding of the audience development agenda and technical strategic planning skills. CDC, working with associate colleagues, has been responsible for audience development planning within successful HLF and Arts Council England funding applications.