USA. This summary is an overview of a three-phased audience development research project conducted by Surale Phillips between 2003 to 2008. Results from all three studies are available online in the Publications section at www.ArtsKC.org
Some highlights of the Phase III study:
• Use the language your audience uses, including their words and quotes, to honestly communicate what one might expect to gain from attendance. • Track first-time buyers and visitors and integrate follow-up communication tactics to welcome them...
