In this session we will focus on how to integrate outcomes related to the Arts Council England Investment Principles into everyday audience development and evaluation.

It will be an opportunity to reflect on who you engage, how you do it and the outcomes and impacts for your organisation and its audiences. By re-visiting the principles of audience development we’ll look ahead and explore ways to effectively future proof your plans.

  • Dynamism – audiences needs and interests, now and looking ahead – tracking trends in cultural engagement.

  • Ambition and Quality – excellence, learning and review – approaches to 360 degree evaluation.

  • Inclusivity and Relevance – listening to audiences – a user centred-approach.

  • Environmental Responsibility – innovations in audience development – how to introduce new practices to audiences.

For more information on Arts Council England’s Investment Principles visit their website here.


This session is for anyone whose practice or approach will integrate delivery on the Investment Principles and their outcomes or impacts for the audiences, visitors, participants or learners your organisation aims to engage with – whether from a marketing, communications, digital, learning or community engagement perspective.

What will you learn:

How to confidently assess your practices, approaches and strategies and their outcomes in the context of ACE Investment Principles – through your planning, delivery and evaluation.


Penny Mills, Director of Consultancy at The Audience Agency


This session takes the form of a 90 minute workshop-style webinar with the opportunity to ask questions.

Cost: Free

Date: Wednesday 28th June 2023 1:30pm - 3:00pm

Book your place here


All events will provide Zoom automated transcription in English. Other access services can be requested in the booking form and will be provided where possible. Please book as soon as possible to allow time for arrangements to be made. For further information please contact us at