An outline is now available for this new course offered by the Cultural
Resource Management Program at the University of Victoria.
Please visit our Program website or contact us for further information and
registration information.
AUDIENCE DEVELOPMENT
Engaging audiences and building sustained relationships requires a
thoughtful mix of programming, marketing, and public relations, grounded on
a firm understanding of audience needs and expectations. This course focuses
on the complex factors that shape visitors' experiences by exploring
demographic characteristics, behaviours, and learning needs. Building on
case studies at the Royal British Columbia Museum, you strengthen your
ability to:
o identify current and potential audiences
o research visitors' reasons for attending and their needs and
expectations
o recognize barriers to attendance
o anticipate individuals' learning preferences and characteristics
o understand ways in which visitors construct meaning
o recognize how communication, marketing, and tourism influence
audiences
o design responsive exhibitions, programs, Web sites, services, and
marketing strategies
Instructors: Barbara Soren, Ph.D., is a Toronto-based consultant
specializing in museum audience research, and has conducted and published
audience research studies across a variety of museums (e.g., the Tate
Gallery in Millbank, National Gallery in London, Art Institute of Chicago,
Art Gallery of Ontario, Ontario Science Centre, and Art Gallery of Nova
Scotia). Bill Barkley is Chief Executive Officer of the Royal British
Columbia Museum. Pauline Rafferty, Director of Customer and Corporate
Services, Royal British Columbia Museum, joins the instructors as a resource
person.
Dates: February 5-10, plus preparatory assignment
Please register by: January 10 (late registrations accepted if space
permits)
Fee: $589 Cdn funds (approx. $389 USD, credit and non-credit options)
Travel: Victoria is easily accessible from Seattle and Vancouver
Accommodation: Program staff are pleased to provide information on local
B&B, hotel, and on-campus options -- some options as low as $25 CAD/night!
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DRAFT OUTLINE SUMMARY:
Day 1 Monday, February 5 What we know about 'audiences'
- Course overview, instructor and participant introductions and expectations
- Defining and understanding audience needs and development dynamics as a
basis for museum exhibitions, program planning, and management
- Current issues and questions in audience development
- Museum visitor characteristics and variables
- Motivating visitors as lifelong learners
- The audience considerations in deciding on and planning for the Circus
Magicus exhibition at the Royal British Columbia Museum (RBCM)
- Refreshments and conversation at the Graduate Student Centre
Day 2 Tuesday, February 6 Connecting with Audiences: Developing a Marketing
Plan
- Analyzing the RBCM's market 'niche' and determining the museum's special
appeal to selected audiences
- Identifying current and prospective audiences, including minority groups,
non-traditional visitors, volunteers and 'supporters'
- Researching the needs and expectations of targeted audience segments using
visitor surveys, demographic projections/analysis, economic impact analysis,
as well as experience and intuition
- Researching the needs and expectations of targeted audience segments for
Circus Magicus
- Travel to the RBCM: behind-the-scenes visit to Circus Magicus to meet
museum staff, exhibition developers, and staff/performers on the floor
- Refreshments and conversation at the RBCM
Day 3 Wednesday, February 7 Anticipating Needs/Measuring Success
- Setting objectives, anticipating outcomes of visitor experiences, and
articulating success indicators
- Programming and services to satisfy diverse expectations, learning
preferences, and behaviours
- Perceptual barriers to becoming a museum visitor
- Understanding and documenting the visitor experience-from access and
orientation, 'caring' for the visitor, and shopping and eating, to
engagement in exhibitions and programs
- Outcome measures program evaluation-individual or group planning
- Outcome measures program evaluation-individual or group presentation
Day 4 Thursday, February 8 Building and Maintaining Relationships
- Audience research to determine strategies for marketing, public relations,
and communications for both events and over the long term
- Sponsorship, branding, and partnership development. Presentation Gail
White of the BC Lottery Corporation (sponsor of Circus Magicus)
- Developing audience strategies-Group research time
- Developing audience strategies-Site Visit: RBCM - Group research time in
Circus Magicus
Day 5 Friday, February 9 Creating an 'Audience Oriented' Museum
- Building partnerships with other institutions, community groups, and
tourism agencies using examples from major exhibitions and regional
programming done by the RBCM
- Competency requirements for staff
- Support systems, such as membership programs
- Lessons from other sectors such as the performing arts and the attractions
industries
- Resource requirements for research, planning, targeted marketing, and
interdepartmental evaluation of exhibitions and programs
- Developing audience strategies-group presentation planning time
Day 6 Saturday, February 10 Group Presentations
- Group presentation and discussion
- Wrap-up and discussion of action plans and strategies for implementation
of course ideas
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For more information:
Joy Davis, Program Director
Brenda Weatherston, Program Coordinator
Cultural Resource Management Program
Continuing Studies, University of Victoria
PO Box 3030 STN CSC
Victoria, BC Canada V8W 3N6
Tel: 250 721-8462
Fax: 250 721-8774
Email: [log in to unmask]
Visit our Website! http://www.uvcs.uvic.ca/crmp
To receive monthly email updates, please contact [log in to unmask]
Apologies for cross-postings.
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