The plan – and importantly the process by which we arrive at it – is a route-map for change, for growing audiences, increasing reach, building deeper relationships and doing those things to the best of our abilities, resources and the combined effort of our colleagues and stakeholders.

The Audience Agency exists to give people better access to culture and we hope to support cultural organisations to become more democratic and inclusive. We think that having an explicit plan is a major step in that direction.

It is important to say that there is no single, right way to create an audience plan. Every organisation is trying to reach different audiences for different reasons and
in different ways and your plan should reflect the scale, resources, personality and purpose of your organisation.

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