Expression of Interest
Audience Scoping and Development Project (ASDP) for the
Museum and Art Gallery of the Northern Territory (MAGNT)
1.0 Introduction
The Museum and Art Gallery of the Northern Territory (MAGNT) is seeking Expressions of Interest (EOI) from a suitably qualified consultant or consulting team to develop an Audience Scoping and Development Project (ASDP) that aligns with MAGNT’s strategic vision and business plan.
Consultants must have strong experience in undertaking such work including a demonstration of contemporary consultation and engagement practices.
2.0 Project Purpose and Background
Summary of Project MAGNT has identified that visitation over the last decade (pre COVID-19) demonstrates a split of approximately 30% local audience and 50% interstate and 20% international.
The Audience Scoping and Development Project seeks to understand all MAGNT audiences (current and potential) and will consider the profile and segmentation of potential versus current visitors to all MAGNT sites (including Alice Springs venues). The project will articulate a vision for growing existing and new audiences (including for the yet to be built State Square art gallery).
While this project is intended to give equal weight to local, interstate and international audiences, MAGNT will be undertaking a subsequent project with a particular focus on engaging local audiences through the development of a ’Loved by Locals’ program. ‘Loved by Locals’ will cover a three to five year period. It will include an audience scoping, a plan with KPI’s and specific tasks and priorities for engaging with MAGNT target audiences both onsite and online and through exhibitions programming, digital experiences and events. The ASDP will reference the impacts of COVID – 19 on developing audiences for MAGNT.
MAGNT understands that gathering data on the needs and expectations of international audiences and potential international audiences is problematic in the current COVID environment. As such we anticipate the information gathered and analysed on international audiences to be less rigorous than the information gathered and analysed on interstate and domestic audiences.
Staff at MAGNT have relied on anecdotal evidence of local audience segments that visit and those that do not visit MAGNT. They also have ideas on ways to target and enhance audience experiences through the full range of MAGNT programs including exhibitions, research, public programs, learning activities and other connections. This Audience Scoping and Development Project will test staff ideas through the collection and application of solid qualitative and quantitative data and give rigour to future public programming decisions at MAGNT.
In January 2021 MAGNT adopted a ten year strategic plan. The MAGNT Strategic Plan 2030 identifies four focus areas: 1. Doors wide open 2. Collections for tomorrow 3. Aboriginal cultural rights and agency and 4. Commercial acumen.
The ASDP is to be developed in alignment with MAGNT’s overall strategic vision and operational business plans, with particular reference to the first of the dedicated focus areas in the MAGNT Strategic Plan 2030 – Doors Wide Open.
Read the full Expression of Interest document here:
Museum and Art Gallery NT – Expression of Interest Brief- Audience Scoping and Development Project
