Audience development plans
I create audience development plans that help organisations to identify and connect with their audiences.
Audience development plans help organisations identify, prioritise and engage audiences, providing a clear roadmap and action plan.
I can work with an organisation’s existing data, or undertake fresh audience and non-user research and consultation as part of an audience development project.
I work in partnership with their teams to ensure a range of ideas and expertise are captured, and there is internal buy-in.
The resulting audience development plan is insight-driven and appropriate to your organisation’s overall mission, resources and timescales.
Case studies
Samuel Johnson Birthplace Museum
I worked with Samuel Johnson Birthplace Museum to create an audience development plan for the organisation. This involved analysing all existing audience data that the museum has, identifying core, target and under-represented audiences, and developing audience development goals, strategies, SMART objectives and an action plan.
American Library
I undertook an audience development project which included research and consultation to support the 2nd Air Division Memorial Library. This also fed into the organisation’s redevelopment plans and rebranding.
Trowbridge Museum
I worked with Trowbridge Museum to create an audience development plan. This work included facilitating a staff workshop, as well as undertaking a range of user and non-user research and consultation.
Babylon Arts
I undertook research into the organisation’s existing and potential audiences, and created an audience development plan setting out a strategy for growing and sustaining engagement. The plan covered Babylon ARTS’ cinema, gallery and events programme.
Cambridge Museum of Technology
I lead a team of consultants in the development of an audience development strategy for this volunteer-run museum, as part of the museum's Heritage Lottery Fund Stage 2 bid. This included undertaking market research, focus groups, online surveys and internal workshops.
Testimonials
“Christina was a brilliant consultant to work with. Totally professional, calm and efficient at all times, I really felt that we were in safe hands. Christina produced a fantastic analysis of our current marketing situation, and provided us with some practical, achievable goals. She really understood that we were a small organisation with few resources, so would need to make every penny count.
Not only this, but Christina has brilliant contacts - photographers, designers, writers - all of whom were a delight to work with and brought some real skills and expertise to our project. I would highly recommend working with Christina and wouldn't hesitate for a moment to work with her again.”
Annie Davis, Transition Project Officer, Museum of Cambridge“Christina was a delight to deal with from start to finish and she has been brilliant at scaling the scope of her work to suit our small charity. The marketing audit and strategy work she completed for us has been of great value to Jane Austen’s House at a pivotal time for the organisation.
Christina’s insights and suggestions have fed directly into the development of a design and build brief for our new website and her marketing plan has provided the Museum’s marketing team with a clear direction of travel.”
Jen Harris, Marketing Manager, Jane Austen’s House”Christina Lister developed our Audience Development and Diversification Plan, and from start to finish, it was an incredibly positive and thought-provoking experience. Even under challenging time constraints, Christina made the process feel smooth and stress-free.
What stood out most was how she encouraged us to think differently, step beyond our usual assumptions, and consider new possibilities. It was eye-opening to realise how much we didn’t know about our current and potential audiences until we began working with Christina. Her approach was thoughtful, creative, and deeply engaging.
As a result, we now have a comprehensive and inspiring plan to guide us through a significant period of change. It’s practical, clear, and full of ideas we wouldn’t have reached on our own. Thanks to Christina, we’re now approaching our audience development work with greater confidence, creativity, and direction.”
Kimberley Biddle, Museums and Heritage Officer, Samuel Johnson Birthplace Museum
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marketing and audience development strategies.