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Engaging Audiences: A Strategic Transformation Journey for a Choral Ensemble

Our organization is stepping into the unknown with a renewed focus on audience development. By restructuring our strategic plan, we place the audience at the core of our artistic and administrative efforts. With a strong choral ensemble, we aim to deliver 8-10 diverse projects annually, ranging from medieval to contemporary works while commissioning Irish composers. Our marketing audit reveals a predominantly older audience, prompting us to enhance digital engagement and outreach. Through audience surveys and collaborative programming, we seek to grow and diversify our audience base sustainably.

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Engaging Audiences: A Strategic Transformation Journey for a Choral Ensemble

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  1. Audience Development: Journey into the unknown…

  2. First steps • Getting our house in order • Small, not-quite-perfectly formed • No audience development or marketing expertise • New strategic plan and vision placing audience at the heart of all operations, artistic and administrative • New brand/image/name and understanding of what exactly we’re selling

  3. What the audience sees 16-strong professional choral ensemble delivering • 8-10 projects per year (average 3 concerts/project • Programmes ranging from medieval through to contemporary • Concentration on commissioning – particularly Irish composers • Commitment to national and international collaboration • Living up to the title of ‘National’!

  4. Marketing Audit – who our audiences are Presumptions! • They’re old • They don’t really do digital media so like things in the post! • They like us!

  5. Marketing Audit – who our audiences are FACT! • They’re old but not as old as we thought – 70% is 50+ but the majority of that is 61-70 • They don’t really do digital media – the majority hear about our work through print/word of mouth with little or no engagement through website/social media • They like us! They love our programming, love being introduced to new things • We need to do better at marketing!

  6. Saying hello… Introducing Audience Surveys • Talking informally – getting to know individuals • Audience surveys reaffirming what we’d presumed • Affirmation that they like what we do • Enabled us to grow the database and convert in part to email marketing

  7. Objectives • Increasing output/access - Increasing number of performances and education activities per year incrementally over 3 years • Programming to develop audiences - Dividing programme into national touring – (2 national tours of 3-5 dates each per year) - ‘Niche’ programming throughout the year in larger cities/venues/festivals • Collaborations - Working with other national organisations to collaboratively build audiences through shared ambitions

  8. Target Audience? Older is OK! NCC Research + TGI data = Classical music audience largely 60+ Size and scale of organisation focus will be to retain and grow this audience segment through all our programming. Younger? 2nd priority is for the 35-55 market at key events in the year: • Culture Night • Seasonal points – Christmas • Festival performances

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