Audience Development Plan

Introduction

Establishing an audience development plan is essential for businesses that intend to do better in the consumer market. An audience plan allows a company or brand to capture the attention of a specific target group (Waltl, 2006). The aim is to boost the relationship that customers have with the business and increase their loyalty. The research seeks to identify an organization that operates in the art industry and examines how the organization can boost engagement with a specified group of audience. It is important to examine existing groups of audiences and settle on one that needs more attention from the facility (Blackwell and Scaife, 2016). The study will objectively analyze and suggest a strategy that can help promote the relationship with clients. It is the interest of the research to concentrate on an underrepresented audience in a bid to boost the relationship. The main aim is to create an impressive image of the facility to the underrepresented audience group. The Museum of London will prove an important organization that can help examine facts on art and audience development plan (Wiggins, 2004). The main activity is to set aside early morning viewing sessions for the elderly and disabled individuals in London. The paper seeks to establish an audience development plan that can promote the relationship between the elderly and the Museum of London.

Audience to be Developed

The audience to be developed is the elderly in the United Kingdom, especially London, who have difficulties accessing the facility due to huge crowds. Such individuals should not be neglected in society as they cannot manage to battle with large populations at the historical center of art in the UK (Blackwell and Scaife, 2016). The elderly provide a good audience as they relate to the historical developments represented by art at the museum. The Museum of London must develop a good relationship with the elderly by setting aside time for them to visit the center. It is vital to understand that the elderly have become weak and cannot cope up with the long queues that are experienced at the facility. There are different sets of exhibitions that attract the elderly, including music, pictures, and historical paintings that are stored at the Museum of London (Hansen, 2015). As such, it is crucial to consider the elderly as an essential part of the audience for the organization. Early morning sessions reserved for the elderly at the Museum of London can help suffice the issue.

The disabled form a key target audience that should be developed as a strategy for improving the relationship between the public and the organization. The fact that it contains an array of artworks that interest many makes it central to those dibbled. It is vital to market the facility to such individuals as an approach to promoting operations of the museum. The disabled and the elderly in society form the basis for developing an audience plan for the Museum of London.

Background Information

It is essential to take a background check on the issue of the elderly and viewing sessions at the facility. It is important to note that the Museum is the greatest art center within London, which makes it an attractive destination for many people, including tourists. As such, the center experiences huge crowds who intend to view various exhibitions and relate to historical events depicted (Hansen, 2015). The role of the museum is to provide free or paid services to visitors regardless of their age. The elderly have a problem with queuing for long due to health concerns associated with age. It is only fair that the facility develops an event or program that can help them access the facilities when the crowds are reduced. This will help promote the relationship of the audience group and the facility (Waltl, 2006). Equally, the disabled form a major interest in the report as they do not have ample time to enjoy the beautiful view of the Museum of London during most times of the day. Both the disabled and elderly must be considered by setting viewing sessions in the morning that prioritize such individuals.

The Museum of London is well known for providing art exhibitions, events, and shows that aim at promoting the culture of art. The facility needs to improve its relationship with the public as a way of promoting operations (Bedell, 2012). The elderly and the disabled are a vital part of the business, and it is crucial to market it as a strategy of boosting relationships. The facility is characterized by huge crowds who have a desire to enjoy the environment and work of art in it. This makes it difficult for the elderly to adjust and cope with the huge crowds. The disabled have problems meeting their expectations in the event of a huge crowd (Hansen, 2015). This has made it difficult for the two groups of people to visit the facility during daytime hours. As such, devising an audience development plan will help market the services that the facility offers to the public.

A reflection on the needs of the elderly and the disabled in the community indicates that they need sessions meant for them as they do not get the opportunity to access the facility. Early morning sessions can prove helpful in a bid to market the operations of the facility to the elderly and the disabled. The sessions should prioritize the two sets of groups in society as a way of promoting involvement. Reduced crowds at the center can help strengthen the relationship between the specified audience and the facility. Marketing will make the center for art attractive and convenient for visitation by both the elderly and the disabled within society (Barlow and Shibli, 2007). Morning hours will help promote the relationship that the Museum of London has with the elderly. The program can help the organization advance its objectives in the market as far as the art industry is concerned. The Museum of London should make it easier and convenient for the elderly and disabled to access the facility by introducing early morning sessions for the individuals.

Objectives

The study needs to develop objectives that can help spearhead a viable development plan for the Museum. Objectives that are set should measurable in the sense that one can quantify the level of success. In essence, the report will seek to formulate measurable goals that can help gather more information on the need for audience development (Barlow and Shibli, 2007). Objectives for the study should be specific and straight to the point on what they intend to seek. Equally, goals must be achievable, relevant, and timely. Goals that do not spell the aims to the study in a clear manner might be confusing hence challenging the successful process of handling audiences. Objectives for the study include:

• Reducing the level of struggle for the elderly and disabled individuals who visit the Museum of London.
• Increasing the number of elderly individuals that visit the facility for services.
• Promoting the experience that the elderly and disabled individuals have when visiting the Museum of London.
• Improving the relationship between the elderly, disabled, and the Museum of London as far as artwork is concerned.
• Developing a program that can help boost the involvement of the disabled and elderly in matters of art.

Detail of Activities

The study must consider giving a detailed view of the activities that will be undertaken. The activity is based on changing sessions that can help promote a relationship with the target audience (Werner, 2008). For instance, it will be the interest of the program to set up timelines that can be used to set aside sessions for the disabled and elderly. The first step is to identify how such individuals are affected by the normal routine established by the facility. Notably, the huge crowd that is experienced at the center poses a significant challenge to the disabled and the elderly. Such individuals do not have an equal opportunity with the rest as different issues or health conditions have plagued them. As such, devising a strategic plan for the museum will help in advancing its operations with its visitors. The study intends to involve both the disabled and the elderly as the main target audience for the program.

The study will involve 20 elderly visitors aged between 60 years and 85 years. Such people have high regard for artwork and would enjoy sessions that are convenient with the Museum of London. For instance, most of the elderly individuals have underlying conditions that make it difficult for them to queue. The second activity is to examine how satisfied the clients are upon visiting the facility during normal hours (Bedell, 2012). This will help gather information on the efficiency and convenience of the existing programs in marketing the facility to the elderly and the disabled. The program seeks to involve over 40 disabled individuals aged between 18 and 45. The application of the right sample to the study will guarantee valid and reliable results. Participants in the research are essentially disabled and elderly individuals within the society.

The program is appealing to both groups of individuals who comprise the primary target audience for the plan. For instance, the disabled have difficulties in getting enough time and space to enjoy the environment at the facility. The thrilling art work that is preserved by the Museum attracts a huge crowd, which makes it difficult for the disabled to operate in such an environment (Hazelwood, Lawson and Aitken, 2009). As such, it is important to develop strategies that can promote the involvement of the mentioned groups of individuals in the activities of the organization. The new strategy and plan will be beneficial to both groups, as they will have ample time to view various exhibitions and arts that have been stored. The fact that the program targets a specific audience with the population is unique (Hazelwood, Lawson and Aitken, 2009). The elderly and the disabled have been sidelined in matters of art, and creating a chance for them to engage and relate with different pieces can help advance the art industry. Equally, setting time duration for the programs and conditions that must be met is essential to the development of a viable strategy (Werner, 2008). The research will logically conduct its activities as a strategy to devise strategic measures to promote a relationship with the target audience.

Literature Review

A literature review on the topic of discussion is essential to establish whether the study is significant or not. A background check on what other authors have done helps increase a researcher’s knowledge of the core concept under discussion. Equally, with a literature review, one can note areas with an existing gap of information (Black, 2005). This helps individuals commit to researching facts on the same as a way of filling the imminent gap. Research that has presented facts on audience development for an art industry was done in the year 2005 by Black. The author has provided a detailed report on the engaging Museum of London and the essence of developing it for visitor engagement (Black, 2005). In the book, the author has mentioned that to improve operations, and the management should devise marketing strategies aimed at capturing a specific target audience. The research asserts that creating special time for both groups can help promote operations at the facility.

Skartveit and Goodnow, in the year 2010, committed to research developing museums for more operations with visiting clients. The research asserts that improving museums is critical as it attracts more people to the facility. Changes in museum practice are necessary to accommodate such individuals within society (Skartveit and Goodnow, 2010). The study mentions that museums should aim at capturing the attention of each audience through a strategic marketing process. In the report, the author has acknowledged the need for further research in the area to establish key facts on target audience development. The study is detailed enough to help the study make a formidable conclusion on the concept of discussion.

In the year 2003, Sandell researched museums and possible approaches to combating social inequalities. Social inequalities such as age difference, resources, and disabilities can be handled by improvising strategic measures to reduce the impact of the same. Introducing early morning sessions for the elderly and disabled grants an opportunity to enjoy the beautiful scenery before the place is crowded (Sandell, 2003). The report notes that arts facilities such as the Museum of London have a role to play in promoting a reduction in social inequalities. According to the author, it is important to develop marketing strategies that are aligned with different target audiences. The research advocates for more research to help examine the impact of marketing activities for facilities such as the Museum of London. The research will be important in making a detailed conclusion on the topic of discussion.

Audience Development and Marketing Approaches

Audience development is an important process that requires proper market research to establish facts about the market. For instance, proper communication with the public ensures that society is aware of the program. In the event, interested parties have the opportunity to enjoy the scene of ancient art that has been preserved for long (Mandel, 2011). Failure to pass the right information on the purpose and time frame for the activity might cost the organization to a large extent. Relationship with clients grows when an organization considers each individual without caring about their social class, race, or economic position (Patterson, 2005). The Museum of London should consider setting aside the early morning part of the day to give room to the elderly and disabled to visit the premises. Most disabled people and the elderly are scared of visiting such facilities even though they love art. Allocating sessions for such individuals make them energized to support and promote artwork by visiting the museum (Mandel, 2011). The fact that individuals who are disabled and elderly cannot manage to handle the long queues makes it necessary to set aside time for such people. Such a move will lead to the strengthening of the bond between the public and the Museum of London.

Advertisements on social media and the mainstream media can help inform the public of the changes and the program that is incoming. Creating awareness of the program might make the event successful as the message can reach the target audience (Patterson, 2005). Failure to inform the target audience through promotion might be costly. The development plan should capture advertisement approaches intended to be used during the program. For instance, running social media ads might prove helpful for the facility in its bid to capture attention from the elderly and the disabled.

Timetable

A timetable is essential to help define what activity should be done at any particular time. The research will commence on April 30th, 2020, and end on June 30^th 20202. The time allocated is limited, and there is a need for consistency and focus as a way of ensuring that objectives are met on time. Below is a timetable of activities for the program.

Budget

It is vital to develop an estimate of expenses that might be incurred in the marketing of the program to attract the two mentioned groups. This will help the facility avoid wastage or unnecessary spending that might have further financial implications in the future. Below is an estimate of presumed expenses.

Evaluation

An evaluation is essential to establish whether the program has an impact on relationship between the elderly, disabled, and the Museum of London. For instance, it is important to check on the progress that the program has made in increasing satisfaction among the disabled and the elderly (Deeth, 2012). An example of an approach that might prove helpful is examining reviews that individuals have left on the services that they have received. Complaints that have been presented by visitors are important and should be used to develop the museums for an improved relationship. Assessing individuals who have visited the place for views will help gain a deeper insight into audience needs and requirements. An assessment that indicates dissatisfaction is an indication of the failure of the program to promote the relationship with clients (Ambrose and Paine, 2012). The disabled and elderly should give their view of the services after the implementation of the program. Equally, an increased number of elderly and disabled visits is indicative of the impact of changes effected within the place. As such, an improved relationship between clients and the organization is an indication that an audience marketing program has worked.

Conclusion

To sum it up, the arts industry is one sector that most economies in the world overlook despite its contribution to the GDP. The report presents research that seeks to improve the relationship between a target audience and the organization in the art industry. The timeframe given is enough to organize an event that can promote the handling of visitors, especially the elderly and disabled. The strategy that can help is setting up of early morning sessions for the mentioned groups of individuals to visit the facility. Implementation of such stringent policies will prove beneficial in promoting relationships between the mentioned groups and various centers for art. The program will help promote operations and increase support from different individuals within the society.

References

Ambrose, T. and Paine, C., 2012. Museum basics. Routledge.

Barlow, M. and Shibli, S., 2007. Audience development in the arts: A case study of chamber music. Managing Leisure, 12(2-3), pp.102-119.

Bedell, R., 2012. Audience Development: Texas Symphony Orchestras.

Black, G., 2005. The engaging museum: Developing museums for visitor involvement. Psychology Press.

Blackwell, I. and Scaife, S., 2016. Networks and Partnerships: Building Capacity for Sustainable Audience Development. In The Responsive Museum (pp. 81-98). Routledge.

Deeth, J., 2012. Engaging Strangeness in the Art Museum: an audience development strategy. museum and society, 10(1), pp.1-14.

Hansen, L.E., 2015. Behaviour and attitude: the Theatre Talks method as audience development. International Journal of Cultural Policy, 21(3), pp.344-359.

Hazelwood, E., Lawson, R. and Aitken, R., 2009. An essential guide to audience development. Marketing Intelligence & Planning, 27(6), pp.789-804.

Mandel, B., 2011. Audience development. In Glossar Kulturmanagement (pp. 9-14). VS Verlag für Sozialwissenschaften.

Patterson, L.J., 2005. Reaching a New Audience: Development of Computer-Centric Minor. Association of Small Computer Users in Education (ASCUE).

Sandell, R., 2003. Museums and the combating of social inequality: roles, responsibilities, resistance. In Museums, society, inequality (pp. 23-43). Routledge.

Skartveit, H.L. and Goodnow, K.J. eds., 2010. Changes in museum practice: New media, refugees and participation (Vol. 5). Berghahn Books.

Waltl, C., 2006. Museums for visitors: Audience development-A crucial role for successful museum management strategies. Intercom, 2006, pp.1-7.

Werner, T., 2008. Entrepreneurship and marketing in audience development within New Zealand performing arts companies. Asia Pacific Journal of Arts and Cultural Management, 1(1).

Wiggins, J., 2004. Motivation, ability and opportunity to participate: a reconceptualization of the RAND model of audience development. International Journal of Arts Management, pp.22-33.