Analysis and Recommendations: 63 Actors After COVID
Challenge
After COVID-19 and subsequent economic crises, the cultural sector in Aarhus was facing significantly changed audience behaviour, declining participation, and increased uncertainty about future demand.
At the same time, there was a clear need to strengthen visibility, communication, and collaboration across a very diverse range of cultural actors - from large institutions to smaller, practice-based organisations.
In particular, three key challenges were identified:
Lack of insight into new audiences and their behaviour
Declining interaction and changing purchasing patterns
Untapped potential in collaboration and joint communication
Solution
BARC conducted an analysis and development process focused on creating a shared strategic foundation for communication and collaboration within the cultural network (Kultursamvirket).
Through surveys, workshops, and focus groups, the challenges, target audiences, and potential of cultural actors were mapped - with a particular focus on changing audience behaviour and the need for better use of data.
The programme resulted in a shared, data-informed decision-making foundation and clear recommendations for:
Strengthened audience understanding and segmentation
Increased collaboration and cross-sector partnerships
A more unified and strategic communication effort
The project has strengthened the cultural sector’s ability to work in a more targeted, data-informed, and coordinated way - and has created a foundation for increased visibility, relevance, and participation.
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