Audience Insight

Wales networking group
5 February 2020
13.30 - 16.30
Members/ corporate partners: free
Non-members: £30+VAT
Corp/public sector: £60 +VAT

Tramshed Tech
Depot Room
Unit D
Pendyris St
CF11 6BH

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To communicate effectively you need to truly understand the audience you want to reach, what matters to them and what motivates them. Are you doing enough to tune into what they need from you? ​

Audience insight is more important than ever in a fast-paced and fragmented media landscape. In this session we’ll look at the importance of gaining, and applying, good quality research, but also at affordable and practical ways to obtain audience insight, and how to recognise and make the most of the information you already have about the people you want to engage.​

On the agenda:

Understand your audiences

What do people in Wales think about charities? And how does that compare with the rest of the UK? Michele and Peter will share insights from sector-specialist research consultancy nfpSynergy’s own research, and share tips and sources to help you gather data and commission or carry out research that gives you meaningful, actionable audience insights, even if your budget and time is limited.

Group exercise/discussion: ​

  • Who are your key audiences? Why?
  • What do you know about them?
  • How do you know it?​​

Michele Madden, managing director, nfpSynergy

Peter Dawson, research officer, nfpSynergy

Making the most of your digital data

Your website and social media accounts offer a potential goldmine of audience insight data which can help inform not just your digital marketing, but also help you understand your audience more broadly. Rhiannon will help you understand what you’ve got and showcase achievable ways to extract nuggets of useful, actionable insight from the data mine.  ​​

Rhiannon Headlam, paid advertising strategist, Spindogs

Networking discussions/Q&A with the guest speakers
  • What audience research have you done, either in house or with external support? ​
  • How have you applied it?​​
  • What other potential sources of information are there about each of the audiences you’ve identified? ​​
  • How could you access and use that data?​
Thanks and close

All delegates are welcome to head to the pub to continue the discussion after the event.

Has your organisation used audience insight to reshape your strategy or rethink your communications approach? Would you like to showcase your work and share learning with peers? Or are there topics you’d like us to cover or discuss? If so, please email Jess (details below).

About the Wales networking group

The CharityComms Wales networking group brings together charity comms professionals based in Wales. Each event focuses on a different comms topic with guest presenters, group discussions and networking.

The events will give you the chance to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The network is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.

This group is led by Jess Day, digital strategist at more onion along with the Wales network steering group.

  • Vicki Spencer-Frances, Cowshed
  • Chris O’Brien, RSPCA Cymru
  • Angharad Jones, Play Wales
  • Katie Chapelle, Stroke Association
  • Bran Devey, Ramblers Cymru

If you’re interested in speaking at an event or if there are any topics you’d love to discuss, please get in touch with Jess.

To be added to the Wales networking group mailing list please email Lauren

You can also stay in touch with charity communicators in Wales through the Comms 3 Cymru Facebook group – message the admins (Jess and Bran) to request to join with a note of your role or connection with the sector.


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