About the session 

Date: 6 February 2025

Time: 10:00-12:00 

Format: Via Zoom 

This session is for anyone who needs to create an audience development plan, or is curious about how to.

It will set out key definitions and context on audience development trends across the country and sector.

It will provide participants with frameworks and a template plan which can be tailored and scaled up or down. Practical examples will be shared to bring the concepts to life.

The session will include opportunities to ask questions and share reflections throughout, and one breakout group discussion.

Who should attend? 

All participants are welcome to attend and no prior knowledge is required. The session will be aimed at a beginner and intermediate level, but advanced practitioners wishing to have a refresh should find the session of value too.

What will you learn? 

By the end of the session, delegates will: 

• Have more understanding of how to write an audience development plan
• Have more confidence in how to write an audience development plan
• Have access to an audience development plan template they can adapt

How does this meet the Accreditation standard?  

8.1 To understand who uses your museum and who doesn’t

8.2 To use your information to assess your users needs

8.3 To have a plan for developing your range of users

About the trainer

Christina Lister is a marketing and audience development consultant with 21 years’ experience in agency, in-house and consultancy roles, specialising in working with museums, heritage sites and cultural venues. She has worked with a huge range of organisations across the country, including volunteer-run and smaller ones such as the Museum of Cambridge and Harwich Electric Palace; local authority-run organisations such as Stevenage Museum and Norfolk Record Office; larger museum such as the Science Museum Group and the Museum of London; and sector support organisations including many regional museum development organisations, AIM, the Touring Exhibitions Group, and the Arts Marketing Association.

She has written audience development plans for a broad range of organisations and managed audience development projects for several museum development organisations.

Christina is the author of Marketing Strategy for Museums, a book published by Routledge in 2023. She is a Trustee of Kids in Museums and a School Governor.