Festivals Toolkit
A Guide for Improving Audience Development & Engagement
This toolkit is a product of the Festivals Audience Lab, a project between the Mass Cultural Council and ArtsBoston that was intended to help organizations build diverse audience in the arts and culture sector through disruptive innovations in marketing practices, using collaborative and data-informed experimentation.
Understanding Your Needs
![Understanding Your Needs Understanding Your Needs](https://massculturalcouncil.org/wp-content/uploads/2021/01/Pioner-Valley-Jewish-Film-Festival-Once-in-a-Lifetime-1000x666.jpg)
Building Knowledge – Audience Data Collection
![Building Knowledge – Audience Data Collection Building Knowledge – Audience Data Collection](https://massculturalcouncil.org/wp-content/uploads/2021/01/new-bedford-jazzfest-2-1000x594.jpg)
Building Knowledge – Audience Engagement
![Building Knowledge – Audience Engagement Building Knowledge – Audience Engagement](https://massculturalcouncil.org/wp-content/uploads/2021/01/Pocumtuck-Homelands-Festival3-1000x667.jpg)
Conduct a Marketing Experiment
![Conduct a Marketing Experiment Conduct a Marketing Experiment](https://massculturalcouncil.org/wp-content/uploads/2021/01/Festival-Betances-4-1000x667.jpg)
Examples
![Examples Examples](https://massculturalcouncil.org/wp-content/uploads/2021/01/PointofLight-1024x683.jpg)
For more information about Audience Lab visit ArtsBoston’s website.