Communicating Relevance

Marketing Tate to Both New and

Existing Audiences

Sarah Briggs

Open

Diverse

Global

Entrepreneurial

Sustainable

Tate’s vision to 2015

Core audiences

•  Regular Collection and Exhibition Audiences

•  Tourists and Day Trippers

•  Art world / Artists / Academics

•  Tate Members

Developmental audiences

•  Families •  Schools and Teachers •  Students •  Young People •  Local Residents

Tate’s Audience Strategy

Raised on technology Prefer doing to having Love multi-tasking Love what’s cool Community is key – do my friends like it? Younger visitors

http://www.youtube.com/watch?v=hDPNNmX6b2k&feature=related http://channel.tate.org.uk/ - media:/media/72385992001&context:/channel/search?searchQuery=Ofili&p=2

Partnerships

Summary

Audience strategy – both core and developmental

Work with your audience

Community is key – engage and offer something back

Targeted, relevant content to specific audiences