Choose an audience relationship beyond a general reach target
Edinburgh's cultural organisations may communicate with attendees, participants and prospective collaborators. We establish which relationship your organisation needs to develop and what a useful next action means. A plan for programme awareness may require different information from a plan for commissioned work, so the objective should be explicit before channels and content are selected.
Connect programme activity with the enduring offer
We examine the relationship between current entries, permanent service explanations and contact routes. Missing organisational context or unclear enquiry ownership can become preparation tasks. Publishing responsibilities are considered alongside promotion, helping the organisation maintain a useful offer when the featured programme changes rather than repeatedly begin its digital story with the next event.
Review progress in terms that match the audience
The plan sequences content preparation, website improvements and suitable activity around available team capacity. We agree observations for the chosen relationship, distinguishing attention to a programme from participation or a meaningful collaboration discussion. Bring the organisational priorities behind the current schedule and the customer questions that do not fit a simple attendance or ticket journey.
Discuss digital strategy in the City of Edinburgh, Scotland
Related support: Website design, SEO, Branding.