An introduction to creating an audience development plan

January 31, 2024 @ 10:00 am – 12:00 pm

An audience development plan will help you reach people you’re not currently reaching and deepen your relationship with those you are. A successful plan requires intent and commitment as it’s the framework that will guide the groundwork. Understanding why it’s important, and what the guiding principles are to creating one, is your first step in the right direction.


  • Why an audience development plan is important and how it can help achieve your organisation’s mission & vision.
  • What is an audience development plan? And how it differs from a campaign plan.
  • How to structure an audience development plan, with goals, objectives, and evaluation
  • Segmentation – what it is, types and how audience segmentation is beneficial
  • Tools to help you prioritise

About the Trainer

Christina is a marketing and audience development consultant, trainer and facilitator working with heritage and cultural organisations, with 21 years’ experience as a freelancer and in agency and in-house positions.
Christina empowers organisations to develop and execute marketing that connects to audiences with purpose and impact.
Her experience spans museums, heritage sites, libraries, archives, and arts organisations including the Science Museum Group, Museum of London, AIM, Jane Austen’s House and the Museum of Cambridge. She is a trustee of Kids in Museums and author of the book Marketing Strategy for Museums.


Delegates will have the opportunity to ask questions throughout. The training will include breakout room discussions between delegates. There will be a short midway comfort break.

Maximum two delegates per organisation. Priority will be given to delegates from non-NPO and non-National museums in the East Midlands which are Accredited or officially Working Towards Accreditation.


This event will be auto-captioned through Zoom. If you would benefit from any other form of access support, including live captioning, please answer ‘yes’ to the access requirements question on the booking form and email as early as possible stating the support you require. If you would find it beneficial for your learning and accessibility

Slides can be shared around 1 week in advance on request

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