Ms Katherine Danylak
Audience Development and Marketing, Museum Victoria: Immigration
Museum and Melbourne Museum, Marketing/Education and Visitor
Reaching New Museum Audiences: Issues in Audience Development
Targeting Culturally Diverse Audiences.
The Museum Victoria Audience Development and Marketing Project
is part of a wider national Multicultural Audience Development
Strategy (MADS) funded by the Australia Council. It is specifically
concerned with audience development targeting culturally diverse
communities across two campuses of Museum Victoria - the Immigration
Museum and Melbourne Museum.
Current research shows that if you speak a language other
than English at home, you are less likely to visit a cultural
institution. The main aim of the MADS Project has been to develop
a multifaceted communication strategy to increase levels of participation
from culturally diverse communities and ultimately attract a
wider non-traditional audience to the Museums.
At the Museum social research has been undertaken across three
target language communities - Italian, Greek and Cantonese exploring
issues such as the role of a museum in society, attitudes to
leisure and museum visitation to see if they are culturally bound.
Rather than explore barriers to museum participation, enabling
strategies were focussed upon and models of community engagement
This ethno-specific body of research will in turn inform the
direction of the Audience Development strategy. Tailored multicultural
marketing strategies are being developed and integrated into
the overall communication strategy. It is envisaged that the
audience development strategy will be embedded into an organisation
wide cultural diversity initiative to ensure services provided
by the Immigration Museum and Melbourne Museum are culturally
inclusive and responsive.
Katherine Danylak has worked with culturally diverse populations
in the areas of education, cross cultural health and media. This
year she has taken leave from SBS to undertake a project in audience
development in the museum context. Katherine brings to the project
experience that she has gained in other fields. In 1998 Katherine
won the Ethnic Affairs Commission Multicultural Marketing award
for CEH in the Community category. Which recognised her work
in public relations and working with culturally diverse groups
and the Active For Life campaign.
In 1999 Katherine was selected to sit on the DHS Ministerial
Multicultural Advisory Council.
30 min paper