The deck below has been adapted from my work for the Turner Contemporary rebranding strategy with the goal of presenting the thought process underlying an audience segmentation and engagement strategy. Certain information is distorted for confidential purposes.
AUDIENCE STRATEGY SEGMENTATION & ENGAGEMENT
Turner Contemporary
Business context
Turner Contemporary is one of the UK’s leading art galleries, producing world-class exhibitions and transforming the lives of artists, audiences and communities.
Founded to celebrate JMW Turner’s connection to Margate in 2001, the David Chipperfield-designed gallery opened in 2011, to drive the social and economic regeneration of Margate and East Kent, one of the most deprived areas of the UK.
Since opening, the gallery has welcomed over 4m visitors, put £80 million back into the Kent economy and connected with thousands of people from the local community through a world class program of exhibitions and learning.
This strategy and plan outline bold ambitions for audience growth.
It prioritizes building awareness with new audiences, expanding reach and profile and making connections with many more pepe across the local community, the country and internationally.
IMPLEMENTATION PLAN
Audience engagement plan and Content strategy (direction mapping)
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