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• A strategic, national audience development project focused on data
• Gathering consistent data across the country for the first time filling gaps in knowledge
• Creating knowledge and expertise in data management and application
• With the aim that organisations use market intelligence strategically across all areas of work
What is The Source?
1. Sustainable organisations with a profound understanding of their audiences
2. Strong capacity and capability across the sector in audience development
3. Increased cross-sector collaboration
What should success look like?
Participants
•Adam Smith Theatre, Kirkcaldy•Aberdeen Music Hall, Aberdeen•Brunton Theatre, Musselburgh•Caird Hall, Dundee•Carnegie Hall, Dunfermline•Centre for Contemporary Arts, Glasgow•Citizens’ Theatre, Glasgow•City Halls, Glasgow•Cumbernauld Theatre, Cumbernauld•Dance Base, Edinburgh•Dundee Rep Theatre, Dundee•Eden Court, Inverness•Edinburgh Festival Fringe, Edinburgh•Edinburgh Festival Theatre, Edinburgh•Edinburgh International Book Festival, Edinburgh•Edinburgh Playhouse, Edinburgh•Filmhouse•Edinburgh International Film Festival, Edinburgh•Glasgow Royal Concert Hall, Glasgow•His Majesty’s Theatre, Aberdeen•Horsecross, Perth•King’s Theatre, Edinburgh
•King’s Theatre, Glasgow•Lochgelly Centre, Lochgelly•Macrobert, Stirling•National Theatre of Scotland•Old Fruitmarket, Glasgow•Pitlochry Festival Theatre, Pitlochry•Platform, Easterhouse•Rothes Hall, Glenrothes•Royal Lyceum Theatre, Edinburgh•Royal Scottish National Orchestra•Scottish Ballet•Scottish Chamber Orchestra•Scottish Opera•The Arches, Glasgow•The Byre Theatre, St Andrews•The Hub, Edinburgh•The Lemon Tree, Aberdeen•The Queen’s Hall, Edinburgh•The Tron, Glasgow•Theatre Royal, Glasgow•Traverse Theatre, Edinburgh•Usher Hall, Edinburgh•The Booth
1. DDX installation new venues2. Accessed (and more!) data to create new
benchmarks and individual organisation reports3. Box Office Audit4. Training Needs Analysis5. Training and development programme6. Strategic Interventions7. Evaluation of the project
The Source so far…..
“The course is interesting and informative. The instructor takes time to explain and answer questions. You gain a clear overall picture of how accurate data capture is important.”
“A really useful prompt for the importance of taking the time to analysis all the figures we spend so long collating. Helpful tips, thought provoking exercises and the opportunity to share experiences with other marketing colleagues made this a valuable experience.”
“We typically only do in-depth analysis for our Christmas show but the course has reminded me how easy it would be to pull together a basic analysis of our other work, which would enable to look much more keenly at patterns and trends.”
“Already created a new & improved Interests List using the macro/micro system “
The Source Training
Scotland
Total no’ of households in Scotland (n= 2.3 million)
Note not consistent data set
2008/09 2009/10 +/- %
Cust Data Capture HH 425,142 435,307 +2%
Tickets Revenue £43,208,759 £45,432,101 +5%
Tickets Sold 3,183,231 3,214,035 +1%
Regional Benchmark Areas
Frequency of Attendance
Drive time
Mosaic Group profile
Audience profile by area
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
East Central North North East West
% S
cotla
nd H
H
J Shades of Gray
I State Beneficiaries
H Low Income Families
G Renters Now Owning
F Town Centre Singles
E Urban Sophisticates
D Country Lifestyles
C Small Town Propriety
B Families on the Move
A Upper Echelons
Scottish audience profile v population
0
10
20
30
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60
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100
Source Pop'n Source Pop'n Source Pop'n Source Pop'n Source Pop'n
Central East North North East West
% S
cotti
sh H
H
A Upper Echelons B Families on the Move C Small Town Propriety D Country LifestylesE Urban Sophisticates F Town Centre Singles G Renters Now Owning H Low Income FamiliesI State Beneficiaries J Shades of Gray
1. Continue quarterly reports2. Regular forums3. More training4. Working with the sector to agree standards and
achieve change5. Evaluation
The future
