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audiences yorkshire guide to services

Contents Audience Research 4 Marketing & Audience Development Consultancy 6 Training 8 10 Distribution 12 Membership 14 Member Benefits 16 Get in touch 20


to Audiences Yorkshire’s Guide to Services

Yorkshire and the Humber is home to some of the most vibrant arts activity in the country. Your organisation is a vital part of that mix. Audiences Yorkshire is the region’s strategic audience development agency. Our mission is ‘to work collaboratively with the cultural sector to grow and nurture audiences’.

Our Guide to Services provides you with information regarding the core services we deliver and how we can support you and your organisation to develop and grow.

“We find Audiences Yorkshire an excellent organisation. The staff are knowledgeable, helpful and professional and the Industry Briefings and Conference are always well organised and useful.” Member comment from Audiences Yorkshire Client Survey Report


Audience Research Effective marketing and audience development depends on knowing your audiences. Our audience research services will help you find out who your audiences are and better understand their needs and motivations.

We provide clear, reliable and practical market intelligence, which is rooted in a deep knowledge of the sector and audience engagement. We can help you: • Find out more about your current and potential audiences • Understand what motivates them to attend and participate • Identify strategies for developing your audiences, based on clear evidence and fresh insight. Our specialised services include: Audience Profiling – We use a range of specialist techniques to identify and analyse both existing and potential audiences. This service can inform a number of areas of your work including marketing, education work and programming, as well as project planning and scoping market potential for capital developments.


Area Profile Reports – We provide summaries of arts attendance patterns and demographics for your area. These are available FREE to all organisations in receipt of Arts Council England funding. Geo-demographic Profiling – We use ACORN lifestyle analysis to convert audience postcode data into a profile of your audience, enabling you to understand who your customers are. Audience Consultation – Listening and engaging with your current and potential audiences about their needs, wants and interests is essential for successful targeting. Our range of consultation approaches include online and face-toface questionnaires for quantitative information and focus groups for more indepth, qualitative, information. Audience Benchmarking – We are currently running two benchmarking projects: one involving a number of the leading theatres in the region and another with visual arts organisations. These studies are looking at audience profile,

behaviour, trends and cross-over between venues. They provide the most comprehensive insight yet into theatre and visual arts audiences in Yorkshire giving participants a clear understanding of their position in the market. Monitoring and Evaluation – Evaluation is crucial to ongoing development; allowing you to track progress and assess the effectiveness of what you are doing. We can provide both internal and external monitoring and evaluation to help you maximise your impact and plan for the future. Each of these areas are supported by secondary research and many years of audience development and research experience. We are happy to talk through your requirements to ensure that your market intelligence is practical, affordable and will make a real difference.


If you would like to discuss how audience research could enhance your marketing and audience development, please contact our research team on 0113 320 0160 or email:



“We contacted Audiences Yorkshire with a tight deadline to produce an Audience Development Plan for a Heritage Lottery Fund application. They understood exactly what we needed and helped us to get to grips with who our potential audiences are. The team were knowledgeable, friendly and easy to work with. The work was produced on time and on budget – exceeding expectations. Thanks!” Lynn Dunning, Museums Manager, Barnsley Metropolitan Council

For further information about our marketing and audience development consultancy, please call us on 0113 320 0160 or email


Marketing and Audience Development Consultancy and Projects Whether you are a small gallery or a large performing arts company, Audiences Yorkshires has a team of experts and extensive audience development knowledge to work with you and your organisation to bring a fresh perspective and approach to your audience engagement.

Consultancy – Marketing Consultancy is all about working closely with you and your organisation. Whether you’re developing your first marketing plan, looking for fresh marketing concepts or implementing major changes within your organisation. We pride ourselves on building supportive relationships with organisations, delivering a high quality and professional service, as well as achieving results on time and to an affordable budget. We can help in a variety of ways: • Creative idea generating sessions with your marketing team to help plan your strategy • Marketing audits of your current marketing practice • Writing marketing plans and strategies for your organisation or particular products/campaigns

• Project managing tactical marketing campaigns and audience development initiatives • Support in identifying target audiences and writing audience development plans. Organisational Development – The way organisations think and behave both inside and out is key to successful audience engagement. Having supported a number of organisations through change processes we can provide an objective viewpoint and take on the role of ‘critical friend’, working through strands such as leadership, staff development and day-today working practices, as you go through your development journey.

Projects – We also run innovative audience development projects to support the arts and cultural sector. These projects often focus on a particular area such as cultural leadership: supporting family-friendly organisations or cultural diversity. We bring together regional and national peers in work programmes designed to challenge, inspire and provide fresh insight on audience development. Our website provides information about current projects and opportunities –


Continuing Professional Development We value and understand that continuing professional development is crucial to personal and organisational growth. Through our Bespoke Training, Mentoring and Industry Briefings we can help you learn new skills, refresh your approaches, keep up to date with sector trends and technology, and introduce you to new contacts. Bespoke Training – We want to offer the right type of training for your organisation, so we tailor our sessions to what you need. Our training packages can be designed to explore a range of different areas of marketing and audience development needs including Marketing, Press and PR, Research, e-marketing, Marketing Planning, Database and Website Development. Mentoring – We run one-to-one mentoring schemes providing all the training and support you need to get the most out of your sessions. Whether you need an objective eye on your marketing planning, to work through a business or funding problem, or help with new learning, our experienced team will devise an appropriate programme and work with you to help find the right solution for you and your organisation.


Through our tailored workshops and mentoring we can: • Assess and identify you and your organisation’s specific training needs and structure your training accordingly so you’ll get the maximum impact • Structure the training according to your own budget and time scale. We can work with you over a longer period of time so that we can focus on developing solutions to particular issues or simply run a half-day training session • Draw on examples of good practice from both within and outside the arts sector to inspire and excite you • Bring an objective eye and a fresh perspective to a problem • Offer friendly, practical help with realistic solutions.

Industry Briefings – Professional development is not just about formal training opportunities. At Audiences Yorkshire Industry Briefings you get the opportunity to explore in-depth topics that are relevant to marketing and audience development, as well as network with your peers and share learning. We host a number of events throughout the year, including a minimum of three Industry Briefings and our Annual Conference.

“An excellent course – just the right sized group. Presentations pitched at the right level.” Debbie Wurr, The Royal Armouries


For further information on training, mentoring and events please call us on 0113 320 0160 or email

9 Managed by Audiences Yorkshire, is the region’s dedicated online cultural guide and a proven audience development tool for the arts. digyorkshire provides: • A monthly editorial guide to the region’s cultural events and activities • digeventfinder – a searchable listings directory • digtickets – online ticketing • Direct marketing services, including e-marketing and banner advertising • Contentshop – a listings service powering other websites • Website consultancy. PR Each month, digyorkshire previews 30 ‘must-see’ cultural events. Targeting readers by artform preference, the editorial profiles a range of activities as recommended by our team of expert writers and contributors. digyorkshire is always looking for features, interviews, reviews and competitions to help promote the region’s cultural events to new audiences, so please contact us with your event details. Editorial is planned a month in advance and promoted by email to our subscriber


list. Send press releases six weeks in advance to or contact the Editor on 0113 320 0160 for more details. digeventfinder – searchable listings directory Over 90,000 readers per month visit the site for recommendations and ideas of what to do in the region. digeventfinder enables audiences to browse events by date, town or city, genre or keyword, and combines listings with practical information to enable readers to plan a visit. digyorkshire also streams its listings to other providers, including BBC Big Screens and Leeds City Council. To list your event for FREE, visit digtickets – online ticketing digtickets is a low-cost and easy option for organisations of all sizes to sell tickets online, 24 hours a day. digyorkshire administers the online transactions and the venue allocates the tickets, with the help of automated sales reports. Even if your organisation has its own online box

office, digyorkshire can help by setting up links on all your listings, taking our readers straight through to your venue’s online shop. Direct marketing services digyorkshire can help you devise and implement an effective online campaign. From individual mailshots to our database of over 9,500 arts subscribers, banner advertising space and tailor-made, content-driven e-marketing campaigns, we can help you target new and existing audiences relevant to your organisation through the web. We can als0 monitor the success of your campaigns using clickthrough and open-rate tracking. Website consultancy With a wealth of web expertise and a proven track record of developing successful web solutions and online marketing, the team is available for consultancy in areas including e-strategy and campaign planning, online audience development techniques, content development and writing copy for the web.

captivate Contentshop Contentshop supplies information to existing and potential audiences through digital channels, including Leeds City Council and BBC Big Screens across the region. As the region’s leading online what’s on guide we can offer your organisation comprehensive, up-to-theminute, accurate cultural events and listings to use in your own website and publications. This service can save you time and money compared to compiling and maintaining your own listings database.

“Look forward to seeing the show! Finding things like this on digyorkshire always makes me make the effort to go and see things I might not otherwise do!” Hebden Bridge Arts Festival competition winner

For further information about any of digyorkshire’s services, please call us on 0113 320 0160 or email


“AYCS are vital for us in distributing our print to high profile sites across the region. The team is very knowledgeable and have always responded efficiently to our distribution needs, turning our print around quickly and advising how best to ensure leaflets are highly visible and picked up by customers.� Simon Bailey, Marketing Manager, Sheffield Arena



Print Distribution We are the region’s market leader in print distribution for the creative sector, distributing 37.2 million leaflets in the last year to key regional sites. With a reputation for delivering a professional, targeted service, you can be sure of getting your print to the right people, in the right place, at the right time.

For further information about Audiences Yorkshire Creative Services (AYCS) and the distribution service see or call 01405 818421

Gold Run AYCS’s unique Gold Run system is a fantastic way of targeting specific markets on a ‘pay per slot’ basis. The Gold Run display racks are all located in high profile and high footfall sites and you can target specific geographical areas. The ‘pay per slot’ system can be utilised to maximum benefit by varying print types and is ideal for seasonal campaigns. With continued expansion of these sites planned over the coming year AYCS continues to deliver more distribution choice than any other provider. Standard Distribution AYCS operates a standard distribution system which covers the whole of Yorkshire and Humber region. It gives you access to over 1,500 display racks, in both high footfall sites such as large retail outlets and smaller community areas such as local sports centres. Info Direct Info Direct is AYCS’s online Tourist Information Centre ordering system,

allowing tourist information staff to log on and request your print. The website records how many of your leaflets are being requested by these Centres, giving you easy access to up-to-date information about your distribution channels. Holiday Days Out Packs AYCS, in partnership with Bonner & Hindley Communications, manages Days Out Packs. Having your leaflet inserted into this distribution channel is a fantastic way of targeting holidaymakers and tourists in the area. Monitoring and Evaluation With over 15 years’ experience and an exceptional regional knowledge, AYCS understands the importance of monitoring and evaluating print distribution as part of a marketing campaign. Gold Runs are fully monitored, with pick-up rates posted on the AYCS website every week. AYCS can tailor your campaign to suit your individual targeting requirements and is happy to offer advice on the best possible use of your print.



How do we join? If you are interested in becoming a Member or would like further information, please call us on 0113 320 0160 or email


Membership Why not join a network of over 100 arts and cultural organisations from across the region and become a Member of Audiences Yorkshire? Whilst you can access our services as a Non-Member, by becoming a Member you are able to take advantage of a number of exclusive benefits. What are the benefits to my organisation as a Member? Cultural organisations join Audiences Yorkshire for a range of reasons. Some want to take advantage of our training, mentoring and shared learning opportunities, others join for exclusive discounts on AYCS, and research. Whatever the reason, our package of benefits delivers excellent value for money, and is reflective of the diverse nature of arts organisations in our region. A full list of benefits and discounts available to Audiences Yorkshire Members can be found on pages 16-17.

Is my organisation eligible to join? Membership is open to all cultural organisations based in Yorkshire, the Humber, North or North East Lincolnshire who: a. Are registered charities or part of a Local Authority b. Promote cultural events or activities to the public c. Operate for a broadly educational purpose. How much will this cost? The annual Membership fee for individual organisations is ÂŁ495+VAT, which runs on an annual basis from 1st April until 31st March. Read on for a full list of Member benefits and discounts.

“Being a member of Audiences Yorkshire gives us fantastic opportunities to network with other arts and cultural organisations in the region, as well as being an excellent resource for audience research and development.� Amy Dutton, Northern Ballet Theatre


join Member Benefits and Discounts Audience Research

Marketing Audience Development Consultancy and Projects

Continuing Professional Development

Developing Audiences Utilise our research expertise in qualitative and quantitative approaches to gain improved insight into your audiences. Value to Members: 20% discount on rates Non-Members: Full rates apply Arts Council Area Profiles Access to free summaries of arts attendance patterns and demographics for your area, helping you to understand your catchment profile in detail. Value to Members: FREE to all Member organisations in receipt of Arts Council England funding Non-Members: Free to Arts Council England funded organisations only

Marketing and Audience Development Support Access our team of marketing and audience development experts who can answer your questions or advise on a variety of audience development areas. Value to Members: FREE to all Members Non-Members: Full rates apply Consultancy Our knowledgeable and experienced marketing consultants can support you and your organisation in achieving audience engagement goals, whatever stage you are at. Value to Members: 20% off consultancy rates Non-Members: Full rates apply Campaigns We offer Members first choice in working with us on innovative regional and national campaigns, bringing peers together and providing a fresh perspective and approach to your audience engagement. Value to Members: Nominal participation fee, depending on the campaign Non-Members: Full rates apply

Bespoke Training We offer Bespoke Training packages tailored to meet your needs across a range of marketing and audience development areas. Value to Members: 20% discount on rates Non-Members: Full rates apply Mentoring We offer tailored one-to-one mentoring programmes, at a variety of career levels to support you in your professional development. Value to Members: 20% discount on rates Non-Members: Full rates apply Industry Briefings Opportunity to attend our quarterly Industry Briefings across the region. Take advantage of the chance to network with peers, share learning and hear from industry experts on topics relevant to you. Value to Members: Two FREE places per organisation Non-Members: Full rates apply Annual Conference Our Annual Conference keeps arts and cultural organisations up to date with the latest innovations and developments in the arts. A fantastic opportunity to be inspired by good practice, getting you to think differently about work. Value to Members: One FREE place per organisation Non-Members: Full rates apply


Print Distribution


Editorial Want to have your cultural events and activities promoted to over 90,000 readers per month? Send your events through to the region’s what’s on guide and have the chance to be seen by thousands more on the BBC Big Screens and Leeds Council Website. Value to Members: Listings given priority Non-Members: Contributing to listings is free to all but priority is given to Members Direct Marketing Services With a ready list of arts and cultural enthusiasts you can utilise our direct e-marketing services to send individual mailshots to a database of 9,500 arts subscribers or purchase banner advertising space seen by over 90,000 readers. Value to Members: 20% off advertising rates Non-Members: Full advertising rates charged Mailing Lists Fully segmented mailing labels and email addresses are available for direct mail campaigns, helping you target new and existing audiences relevant to your organisation. Value to Members: 20% off mailing list rates Non-Members: Full rates apply

Distributing & Evaluating Get your printed literature out to your audiences at over 2,500 sites across the region through our trading company, AYCS. With up to date pick-up rates you can ensure full evaluation of your print campaign . Value to Members: Up to 50% off distribution fees Non-Members: Full rates apply

E-bulletin Exclusive access to our free fortnightly E-bulletin, full of the latest news, offers and events happening in the arts and culture sector, helping Members to stay ahead of the game. Members also have the opportunity to promote their own news, job vacancies and ticket offers for FREE, to over 300 arts and cultural professionals. Value to Members: FREE and exclusive to Members Non-Members: Not available Advertise on AY Website Opportunity to advertise news and job vacancies for FREE on the Audiences Yorkshire website. Value to Members: FREE Non-Members: Full rates apply



“A very interesting and stimulating day – it has given me lots to think about. Thank you!” David Roche, The Carriageworks


contact Audiences Yorkshire Studio 23/24 Leeds Design Innovation Centre 46 The Calls Leeds LS2 7EY Telephone 0113 320 0160 Facsimile 0113 320 0161 Registered Charity Number 1063886

With thanks To all the organisations we work with to promote Yorkshire and The Humber’s vibrant arts and cultural offer. Audiences Yorkshire is funded by Arts Council England, Yorkshire


Photography: Nina Stromsoy: Front cover, pages 2, 5, 9, 11 Leeds Art Gallery Nina Stromsoy: Pages 6, 12, 16-17 Lawrence Batley Theatre Gemma Leak: Pages 14, 18-19

Print: Duffield Printers

Design: Andrassy Design 01484 434 844

This brochure is also available in large print format and on the Audiences Yorkshire website. For a large print version please call 0113 3200 160


Audiences Yorkshire - Guide to Services  
Audiences Yorkshire - Guide to Services  

This Guide to Services provides you with information regarding the core services we deliver and how we can support arts and cultural organis...