Short description
Audience Segmentation -
Audience segmentation for the National Concert Hall
Detailed description
Brief: To design and carry out a programme of audience research and development to support the NCH programming strategy, the growth of audiences and the expansion of the venue which the redevelopment of the NCH will bring.
Outputs
A “segmentation” of audiences based on research and data, linked to the NCH strategy, understood across all teams
Covering existing and new target audiences
Illustrated profiles, user-journeys/user-experiences and x-team development plan for each segment as well as targets for growth
Systems for tracking and monitoring segments and progress
Outcomes
Measurable increases in audience diversity, income and loyalty
New programme strands and approaches which are targeted and sustainable
Teams working together towards shared goals and with shared understanding of audiences
We foresee a number of elements to include -
Analysis and clustering of existing data (from CRM database and any other existing available survey data)
Qualitative and quantitative (population survey) research among existing and potential audiences to flesh out and quantify segments
Drafting personas and user-journeys
Workshop with team to develop a segmentation model which reflects strategic aims
Development of an NCH audience segment handbook
Cross-team workshops introducing personas and developing future user-journeys/ user-experiences for each segment
Prototyping and testing ideas as planned with key audience groups
Embedding of profiles in CRM system
Monitoring and evaluation plan
Type of Contract:
Services | Contracting authority
National Concert Hall
Earlsfort Terrace
Dublin
Ireland
View profile | Contact
rosita wolfe
|
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