Hereford Council commissioned us to develop and write the Audience Engagement and Activity Plan to support their stage 2 NLHF bid. The strategy was developed through an extensive period of consultation with key stakeholders across the museum, council and local community and with representative and target audience groups. It included an approach to develop wellbeing, skills and placemaking through imaginative programming, interpretation and co-creation for an overall capital budget of £15 million.
The strategy identified core audience groups, both those that were under-served by culture and those who were active participants. Audience engagement strategies were built through meeting groups and listening to their needs and obstacles in order to reach a deep understanding of how the project could meet their needs and improve their wellbeing. We also met with a broad range of stakeholders across the city to ensure that the plan was aligned with the city’s and county’s cultural strategies and the vision of Hereford Council for the city and region’s sustainability and tourism profile.
The strategy had deep links to the city’s spirit of creativity and craft and strong connections to the collection, outlining important partnership opportunities with local education and cultural providers. Threads were built around wellbeing through creativity, inclusion and skills development at multiple levels.
