The Council for British Archaeology was established 75 years ago to be the voice for archaeology in the UK. Since then it has adopted a wide variety of roles, including commenting on planning applications, managing the very successful Young Archaeologists’ Club and running national advocacy campaigns. Major challenges to core funding streams since 2011 have required the CBA to become a more resilient organisation to ensure it can continue its work into the future.
Tricolor were appointed in September 2018 to undertake an Audience Development Strategy. This included an investigation into the current members and their motivations as well as using market research and demographic profiling to look to new audiences and ways of engagement. We surveyed over 800 people and have carried out focus groups across England to ensure that the CBA can provide a membership offer that is attractive to their current supporters as well as target audience groups of young, urban and diverse communities.
From this, we developed an Audience Development strategy to improve membership retention, diversify engagement with young archaeologists, enhance the CBA’s offer to families and built partnerships for future delivery.