Audience Engagement
Attracting audiences is not the same as engaging them. Museums must design coherent, mission-aligned engagement systems that extend across physical, digital, and emotional touchpoints.
Audience Engagement is a hands-on, strategic workshop that equips cultural institutions with the tools to analyse, map, and strengthen relational depth — through structural journey mapping and impact alignment. For sustainable, measurable, and strategically integrated audience relationships across the institution long-term.
Two day intensive co-creation workshop.
Duration
Vienna
Austria
Location
€ 1.200 exl. VAT
max. 25 participants
Costs
What you will learn
Rethink Engagement Strategy
Audience engagement is often fragmented across departments, formats, and touchpoints. This creates activity — but not necessarily depth.
In this two-day course, you will step back and analyse how engagement operates across your entire visitor journey. Instead of focusing on individual programs, we will examine engagement as a system — mapping physical, digital, multisensory, and emotional layers. The aim is to sharpen your strategic perspective and identify where engagement lacks coherence, continuity, or relational depth.
Design Relational Depth
Engagement is not defined by participation alone. It depends on how attention is sustained, how agency is enabled, and where meaningful exchange emerges.
During the course, you will work with the Attention–Agency–Agora framework to assess the quality of engagement across selected touchpoints. Through structured analysis and case examples, you will identify where interaction remains superficial and where it can be strengthened. You will develop clearer criteria for meaningful engagement and learn how to apply them within your own institution.
Align Engagement with Impact
Not all engagement leads to impact — and not all impact is immediate.
In this course, you will explore how cognitive, emotional, social, and behavioural dimensions of impact relate to your engagement practices. You will distinguish between intended and experienced outcomes and assess where impact develops cumulatively over time. By the end of the two days, you will have a clearer understanding of your current engagement architecture, potential areas for refinement, and concrete next steps grounded in strategic analysis.
Audience EngagamentAbout the training
Who is it for?
Museum Directors and Deputy Directors
Science Center Executives
CFOs and Heads of Finance
Heads of Development & Fundraising
Commercial, Retail and Visitor Experience Managers
Strategy and Innovation Leads
What should you bring with you?
An open and curious mindset
Your latest financial figures or clearly defined revenue challenges
A strong appetite for innovation
The readiness to question long-standing habits in museum finance
What will you gain?
Practical tools, processes, and frameworks to
Design new revenue models
Develop scalable service concepts and digital income streams
Improve retail and shop performance
Build a structured path toward a more diversified, future-oriented revenue mix
Upcoming Courses
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Day 1: 09:00-17:00
Day 2: 09:00-17:00
Food and beverages are included in the price.
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Day 1: 09:00-17:00
Day 2: 09:00-17:00
Food and beverages are included in the price.
How the training works
Coached application helps build leadership capacity through shared experiences.
Peer Collaboration
Reflection & Improvement
Final projects align to institutional goals and strategic priorities for immediate impact.
Case-driven exercises drawn from real museum scenarios provide applicable solutions.
Cohort based Learning
Practical Toolkits
Expert facilitators guide each session, creating a collaborative environment for shared learning.
Our Coaches
Olga Kucheruk
Research Manager at MUSEUM BOOSTER & TrainerOlga is Research Manager at Museum Booster and a specialist in audience development and digital transformation in the cultural sector. Her work bridges research and practice, translating complex sector insights into actionable strategies for museums.
Within the Future Museum community of practice, Olga supports institutions in integrating advanced know-how into strategic planning, with a particular focus on visitor-centric innovation. She also contributes to the Museum Innovation Barometer, analysing innovation capacity and strategic readiness across cultural organisations.
Previously, she conducted research for the DOORS – Digital Incubator for Museums project, supporting small and medium-sized museums in developing sustainable digital strategies and future-proof projects.
As a trainer in the Audience Engagement Workshop, Olga combines analytical rigour with practical tools, helping participants rethink how museums attract, understand, and meaningfully connect with diverse audiences in times of transformation.
Paul works in the fields of entrepreneurship, systemic transformation, and organizational culture. He supports founders, management teams, and established organizations in navigating complex change processes and developing future-proof leadership structures.
Alongside his extensive experience as a founder and consultant, Paul is a certified Systemic Transformation Coach and Agile Coach. This dual expertise allows him to combine entrepreneurial agility with a deep psychological understanding of organizational dynamics, ensuring that strategic goals are anchored in a lived corporate culture.
Paul has specialized in systemic intervention and organizational development. Having founded multiple companies and worked as a Partner in various consulting networks, he brings a practical, "hands-on" perspective to his work with startups, SMEs, and international corporations alike. He is dedicated to fostering purpose-driven leadership and sustainable organizational growth across diverse sectors.
Trainer & Coach