Audience Definition & Analysis, Personas to Support Messaging
Working in collaboration with Bruce Mau Design, who were redeveloping branding for the Kennedy Center, Bespoke embarked upon a fast paced and in-depth research process into who the Kennedy Center's current audiences are and what potential there is for growth as the institution’s vision evolves. We conducted international benchmarking, looked to emerging trends and best practice research, surveyed over 200 current attendees and led a series of focus groups and one-on-one interviews with under-represented audiences, staff, and thought leaders.
Our research was centered on what motivates different types of audiences to engage with the institution and why the arts matters for them. We developed a range of targeted personas that could be used to develop messaging and strengthen cultural participation.