Audience Champions Programme Information

MDNW is partnering with The Audience Agency and Museum Development teams across England to deliver the Audience Champions Programme. Supported by Arts Council England, this 12-month programme will help individuals and organisations to develop a data-driven approach to audience development. It will empower audience champions within participating museums to help increase the reach and build deeper relationships between the museum and its visitors.

The programme will support up to eight Accredited museums in the North West. By being a part of this programme you will:

Learn the importance of collecting information on who uses your museum and who doesn’t Know where to go to for existing data and insights

Receive professional training on how to gather information from your visitors using Audience Finder Commit to collect your own data using Audience Finder for a minimum of two years Receive professional training to support you in your analysis of the results Produce an evidence based Audience Development Plan

Be able to bench mark yourself against organisations of a similar size

Be given on-going support beyond the completion of the programme to continue your data journey

This programme also aims to support museums to meet and exceed the requirements of Section 8: Understand and develop your audiences, in the Accreditation Standard.

Audience ChampionsProgramme Information

Conditions of Participation Open to a cohort of eight non-NPO museums who are Accredited or Working Towards Accreditation in the North

West region Museums participating must commit to:

o Providing a dedicated project leado Undertaking a skills audit survey so we can tailor the programme to your needso Dedicating staff and volunteer time to attend three training events (two delegates per venue per workshop)o Creating a free Audience Finder account in advance of the programme start date

o Collecting visitor data over a two year period

Programme Timescale Submission of Expression of Interest by 5pm, 29th November 2019

Successful applicants notified by 2nd December 2019 Completion of skills audit survey by 20th December 2019 Training Session 1 Introduction to using data and Audience Finder: 23rd January 2020 Start to complete visitor surveys February 2020

Optional fieldworker training to support data collection 11th March half-day session

Training Session 2 Audience Development Planning: 14th May 2020 Site specific support June to September 2020 Training Session 3 Insights and knowledge exchange - Applying the analysis: 8th October 2020

Audience Champions

Programme Information

Workshop Details Training Session 1 Introduction to using data and Audience Finder

23rd January 2020, 10am - 4.30pm at Lancashire Conservation Studios, PrestonOutcomes: Participating museums and The Audience Agency will understand the motivations and expectations of the cohort for attending the programme; you will know more about uses of data in the context of your roles and how to use live datasets; shared research objectives will be identified.

Optional fieldworker training to support data collection 11th March half-day session, venue TBC A chance for staff and volunteers from your museum to gain confidence in gathering primary audience data.

Training Session 2 Audience Development Planning

14th May 2020 10am - 4.30pm at Lancashire Conservation Studios, PrestonOutcomes: You will be introduced to Audience Development models and processes including user centred design; you will know more about Audience Spectrum and MOSAIC and how to gain insight into the motivations and interests of different people; you will be confident in how data and insight can contribute to your Audience Development plan.

Training Session 3 Insights and knowledge exchange - Applying the analysis8th October 2020 10am - 4.30pm at Lancashire Conservation Studios, PrestonOutcome: You will understand how to apply research findings as part of audience development process.

Audience Champions Expression of Interest 2019

Organisation:

Lead Applicant/ participant - NAME:

Other Participants (up to 2 more in addition to lead):

Emails for all participants:

Participation sponsor – NAME (governing body/senior manager):

1) Please provide a short summary of current audience data capture/analysis activity (if any) at your museum site(s)?Max 300 words

2) What are your current audience numbers and demographic? Max 300 words

2) Why does your museum want to join the Audience Champions Programme at this time?Max 300 words

3) What do you want to find out about your audiences?Max 300 words

4) What have been the issues/barriers to audience data collection/analysis to date?Max 300 words

Audience Champions Expression of Interest 2019

Are you committed to participating in the programme from December 2019 to February 2022? This includes attending three workshops and collecting data for two years from February 2020.

Please consider the following:

-Is your governing body signed up to participating in this programme of support?

-Are you able to provide 2-3 key staff/volunteers to contribute as necessary?

DELETE AS APPROPRIATE: NO/YES

If there is an issue with any of the above, please outline your reasons here. These will be taken into account during the selection process:

Please be aware you are only eligible to apply for the programme if you completed the MDNW Annual Benchmarking Survey 2017-18. You are also agreeing that: MDNW can use images supplied by museums in general marketing and communications; you will provide case studies on request; we can hold your contact information for activity related to this programme.

Signed by (We will accept electronic signatures):

Lead applicant:

Participation Sponsor:

Date:

Please return this form to Kaye Hardyman, MDNW by 5pm, 29th November 2019: kaye.hardyman@manchester.ac.uk