Taking Out the Guesswork: Using Research to Build Arts Audie

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The report from The Wallace Foundation, Taking Out the Guesswork, shows how arts organizations can use research to attract and retain new audiences or deepen engagement with current ones. In this webinar, we explore examples and practices drawn from case studies of arts organizations that used research to support multi-year audience-building efforts, including learning about current and prospective audiences, creating effecting promotional materials and tracking and assessing results.



Bob Harlow, author, Taking Out the Guesswork (2015, The Wallace Foundation) and The Road to Results: Effective Practices for Building Arts Audiences (2014, The Wallace Foundation); Bob Harlow Research and Consulting; Christopher Taylor, president, The Clay Studio, Philadelphia; Ellen Walker, executive director, Pacific Northwest Ballet, Seattle; Jay Finney, chief marketing officer, Peabody Essex Museum, Salem, MA; Marley Steele-Inama, director of audience research and evaluation, Denver Zoo

 In collaboration with Public Relations and Marketing (PRAM) and Committee on Audience Research and Evaluation (CARE), Professional Networks of the American Alliance of Museum. Made possible by The Wallace Foundation.


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