A Place-based Audience Development Plan for a Midlands Town Hall
Kidderminster Town HallThe recently formed Kidderminster Town Council want to transform their Victorian Grade II listed buildings into a creative arts centre, loved and used by the local community for a variety of activities. They appointed Indigo to help them understand:
- The catchment area, their profile, and how they currently engaged with culture and creativity, if at all
- The opportunities to develop a programme of creative work that would serve the needs of the community
- How they might approach this post-development in terms of marketing and audience development
Indigo undertook primary research with the community of Kidderminster, as well as undertaking a thorough analysis of the population of the area, using the West Midlands Place Profiler tool (developed by Indigo in 2021 in conjunction with Baker Richards). A full competitor and comparator analysis enabled the plans to be set in the appropriate context, and then the staff, board and design team were involved in the development of an audience development plan through workshops and discussions.
The team at Indigo were given a challenging brief to sample hard-to-reach groups as part of our ADP and Market Research requirement. This they did successfully, as we climbed out of lock-down times with great determination and professionalism. We established a great working relationship and they delivered an authoritative report and Audience Development Plan that is now forming the basis of our updated business plan, on time and to budget. What’s not to like? Not the first time I’ve worked with Indigo and hopefully not the last either!
Peter White, Kidderminster Town Hall Project Manager