Area Profile Reports
Who are the potential audiences in your area?
Area Profile Reports provide a useful and powerful new tool to help cultural organisations and venues think about their audiences and use this information to market their activities to the right people in the right places. By using postcode sectors and information garnered from Census statistics and research on people's propensity to attend arts and heritage events and activities, the Area Profile Reports offer the cultural sector rich regional information about potential audiences.
What do I use them for?
Area Profile Reports can be used most simply to identify your potential audience within a certain distance of your venue. The reports provide useful ways of thinking about your local audience - detailing just how many people live in the different postcode sectors locally, their age range, occupation and propensity to attend cultural events and venues.
The reports can also help identify issues that may be a factor in attending cultural events - showing, for instance, the number of households locally with access to private transport.
If your organisation keeps data on its audiences, this can easily be compared to your local Area Profile Report to see how well you are doing in terms of attracting potential attenders.
How do I get the Area Profile Report for my organisation?
Area Profile Reports are available to not-for-profit organisations operating in the arts or cultural sector, or to venues receiving work from funded clients of Creative Scotland (formally Scottish Arts Council). They are available to local authorities for arts development purposes.
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