Joyce Prescher will run an in-person introductory session into Morris Hargreaves McIntyre’s proprietary Culture Segments at The Art House, hosted by Central Coast Council in partnership with The Art House.

Culture Segments offers granular, psychographic segmentation for the arts and cultural sector. It is a universal system used to define clear, targetable audiences with shared attitudes, motives to attend, perceptions and sought outcomes. Only when you understand an individual’s deep-seated beliefs about arts and culture, can you develop programming and communications that truly resonate with them.

The presentation and Q&A will cover a broad introduction to the psychographic nature of Culture Segments and a more in-depth exploration of each of the clusters, using real life examples. Participants will gain insight into how they might apply the Culture Segment framework to their own practice and ways they might use it to build mutually beneficial audience relationships.

About Joyce Prescher, Consultant, Morris Hargreaves McIntyre

Joyce Prescher is a Melbourne-based consultant at Morris Hargreaves McIntyre (MHM), an international consultancy who work with charities, heritage and cultural organisations of all sizes. Joyce has a degree in Psychology and has worked in research and consulting across a variety of sectors for 15 years. A musician herself, she has always been passionate about Culture and Arts. She is fascinated by what makes people and organisations tick and loves helping organisations to understand, maintain and grow their audiences.

Capacity: 40

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In 2024, Central Coast Council presents the Creating+Labs: a series of professional development workshops offered for FREE to local artists, arts workers, and arts organisations.