Resource for Case Studies and Development Work
We’ve created the following resource to support students who have expressed an interest in using Warwick Arts Centre as a case study for their studies or have an interest in understanding Warwick Arts Centre approach to marketing and audience development.
Please note: As a commercial business and due to Data Protection laws, it is not possible to provide detailed levels of data and bespoke reports – but we hope that the following information will be of use.
- Publicly Available Data: Annual Report
- Audience Intelligence
- Audience Segmentation
- Audience Development
- Frequently Asked Questions
Annual Reports are a comprehensive report on a company’s activities throughout the preceding year. It is intended to give shareholders and other interested people information about activities and financial performance. We are not legally obliged to produce an Annual Report, but we understand the value of being transparent with our funders, supporters and audiences. Our report includes the following sections:
- Our vision
- Business development and collaborations
- Fundraising achievements
- Our communities
- The year in figures
- Awards and celebrations
- Creative learning
- Engagement and participation
- Student experience and engagement
- Live events
- Film screenings
- Performance summary
- Sources of income and expenditure
- Statement of income and expenditure
Full details of Warwick Arts Centre Teams and members of staff can be found here
We collect audience intelligence via
- Experiential surveys
- Focus groups and customer circles
- Our Ambassadors
- Comment cards
- Visitor books
- Word of mouth
- Social Media (Twitter: @warwickarts, Facebook: Warwick Arts Centre, Instagram: Warwick Arts
- Arts Consortia Research
We also take part in national projects with other arts and cultural organisations, which look at patterns in audience attendance and behaviour.
We segment our programme and audiences in to three top-level strands; Classic, Contemporary and mainstream. The strands were produced using data from our Box Office ticketing system, audience consultation, and our experience as industry professionals.
We can segment our Strands into more specific groups when developing tactical marketing and engagement activities. These include, but are not restricted to, students, staff, family, schools, Members, young people, repeat bookers, lapsed attenders, and by geographical location, and so on. Some broad segments, like students, can feature in all three of the top-level strands.
We have four main marketing campaigns Classic, Contemporary, Mainstream and season launch.
- Classic campaigns target people who are interested in more traditional art (e.g. classic plays, classical music concerts, classic films etc)
- Contemporary campaigns target people who are interested in new cutting-edge and challenging work (e.g contemporary theatre, independent films etc)
- Mainstream campaigns target people who are interested more popular forms of art and entertainment (e.g comedy and music gigs, family friendly theatre, blockbuster films etc)
- Season launch campaigns is much broader and targets all audience groups and segments in the run up to a new season
In addition, we run several smaller ‘solus’ campaigns for specific elements of our programme identified as strategically important by the Programming Team. We also run staff, student and family campaigns throughout the year.
Audience strands and segments dictate which channels and mechanism we use. For example, we know that family (Mainstream) audiences prefer and respond well to Facebook posts and advertisements, our classical concert audiences (Classic) prefer printed materials and our contemporary audiences prefer to receive information digitally.
The term ‘audience development’ refers to activity that attracts new and develops existing audiences. Audience development activity is developed to achieve against objectives outlined in the Business Plan. Audience development activity isn’t stand-alone, but embedded in to every team across all departments.
Examples of current audience development activity includes but is not restricted to:
- Attracting new audiences for identified post code areas identified as non-attenders but with a high propensity to engage
- Growing the number of school bookers to our artistic programme for schools
- Growing family audiences from hyper-local communities (Canley, Tile Hill etc)
- Encouraging more young people to attend classical music concerts
- Improving customers experience for our bookers
- Improving accessibility across the venue
- Increasing footfall to the Mead Gallery
Data and Intelligence
- What is your marketing spend?
See ‘Sources of income and expenditure’ in our annual report.
- Can you send us your Google Analytics data?
Google Analytics data is commercially sensitive and not currently available for public circulation.
- Social Media Analytics
We produce monthly reports on our Social Media activity. We can provide an infographic of summary data on request but can not produce reports based on bespoke request.
- Can you provide me with a specific report based on your tickets sales?
Sadly, it is not possible to run bespoke reports for students as some of the data is commercially sensitive and it is challenging to find the necessary resources to fulfil the amount of requests we receive on a regular basis.
- Can i conduct research with audiences in your building?
Yes, but you must get sign-off from Johnathan Branson, Audience Development Office by emailing email@example.com. He can then notify the Front of House Team and to notify them of your activity.
- Who can I speak to at the Arts Centre about my case study work?
Contact Johnathan Branson, Audience Development Office on firstname.lastname@example.org
- How do you define your audience catchment area?
in a number of ways, depending on what we are working on and what information we need to communicate. We use the Arts Council England’s Area Profile Reports, which focus on 90, 60 45 and and 20 minute drive times, but also refer to geographic regions (counties).
- What types of research would you find useful?
We conduct our own research and employ consultants to deliver work on our behalf, so we are particularity interested in research that tells us something new. We are also interested in research that isn’t conducted in isolation, but takes into consideration the wider context. For example, we often receive recommendations on how to improve an area of our audience development activity for one group, without considering the impact of that work on other groups.
- Can you send me your Marketing and Audience Development Strategy and Business Plan?
Our strategy documents are not available for public circulation. We hope that you can find the necessary information in this resource section. An organisation’s vision and aims will give you a sense of their strategic priorities. You can see ours in our Annual Report.
- Can I get work experience at Warwick Arts Centre?
We enjoy working with students and provide many opportunities for paid work and work experience. You can find out more here
- Can I access previous pieces of marketing print or programmes?
Yes, you can view examples of some of our marketing materials here
- Is Warwick Arts Centre a department of the University of Warwick?
Yes. Some of our targets are set by the University. However, it is also a commercial organisation that employs industry specialists to run a programme of world class art. We don’t have teaching or research staff.
- Who are your competitors /collaborators in the local area?
We have a large programme of theatre, music, dance, film, visual arts, events and activities – so compete with other local theatres, cinemas, concert halls, galleries and venues in the West Midlands region (predominately within a 40 minute drive time). Interestingly, these are also the same organisations that we collaborate with on projects, initiatives and profile raising campaigns.
- What are your objectives / audience priorities for 2017/2018?
Our 20:20 project is one of our main priorities: warwickartscentre.co.uk/2020-project/
- What are the key areas of the organisation that you are hoping to develop in the next 3 years?
Key areas will be driven by our 20:20 project: warwickartscentre.co.uk/2020-project/. They will include staff and student engagement, community engagement, continuing to deliver a world-class programme of art during the project, redeveloping our Creative Learning Strategy, exploring what ‘digital’ means to us as an organisation and how we can use it to deliver against our objectives.