The selected vendor will provide comprehensive audience strategy services, including the development of audience assessments and strategies supported by proposed methodologies. Responsibilities will include defining target audiences for specific products and services, creating practical segmentation tools to assist planning and decision-making, and reviewing existing literature, data, and benchmarking against best practices.

The scope encompasses collecting and analyzing both quantitative and qualitative data, developing KPIs and evaluation plans, and engaging internal stakeholders throughout the strategy development process. Vendor activities also include conducting audience research and post-visit surveys, examining visitation and usage patterns from sales and transaction data, and leveraging web and Google analytics, alongside information from past studies (such as pricing and accessibility).

Special emphasis is placed on synthesizing insights related to demographic, geographic, psychographic, and motivational profiles, with a focus on museum visitors, non-visitors, and underrepresented groups. The vendor will articulate the rationale behind the new audience strategy, aligning decisions with the organization’s mission, inclusion goals, market saturation, and growth objectives.