macrobert 2001
| Organisation |
macrobert |
| Project |
One-year pilot project designed to develop the macrobert’s children’s audiences by producing WOW, an interactive magazine and website for the under-12s |
| Artform |
Theatre, dance, music, visual arts, film |
| Location |
Stirling and surrounding areas |
| Application type |
Full application |
| Date |
2000/01 |
| Status |
Completed |
| Grant |
£29,999 |
| Total project cost |
£53,786 |
macrobert is located on the campus of the University of Stirling and opened in 1971 as Scotland’s first purpose-built arts complex with a main house theatre, studio, gallery and foyer bar. It operates a year-round performance and film programme for children and adults, and also offers young people the opportunity to participate in the arts through an arts education programme in schools, as well as offering its own youth theatre, dance and music theatre groups. macrobert is developing its role as a producer, co-producer and commissioner of work for young people. In 2001, it carried out a major Lottery-funded refurbishment and building project, focusing in particular on developing its facilities for children and families.
This one-year pilot project was designed to develop the macrobert’s children’s audiences by producing WOW, an interactive magazine and website for the under-12s.
The macrobert’s increasing commitment to developing children’s audiences led to its creation of a team of Young Consultants, local 7 to 13-year-olds who advise the centre on its programming, facilities and marketing. The idea of creating a children’s magazine and website developed from their comments on the macrobert’s marketing which they felt could be more accessible and relevant to children and young people. Stirling Council Children’s Services also had an active input into the project’s development.
The pilot aims to:
- develop children's audiences at macrobert
- ensure all children under 12 living in Stirling are aware of what is on offer to them at macrobert
- encourage greater feedback from children on the work they see and would like to see
- increase children and young people's ownership of macrobert and input into its development as a family friendly arts centre with specific facilities and programmes for children and young people
Magazine: 25,000 copies were produced bi-monthly, starting in June 2000, and distributed to every children aged 3-12 living in the Stirling Council area via schools and nurseries, with copies also available at various retail outlets. Areas of Falkirk, Clackmannanshire, Perth and Kinross were targeted to develop interest and extend the macrobert database. Content included illustrated coverage of macrobert’s visiting theatre companies, film programme; children’s reviews, letters and artwork; arts-related games and activities; regular feedback surveys; features on macrobert in-school activities; and a sponsor information page. A 16-page, full colour, A4 format was used.
Website: The website went live in September 2000. Features included background to macrobert, visiting companies, visual arts and film programme, and information on participatory arts activities; children’s art gallery; links to other relevant arts sites; hyper-links to the sites of visiting companies and sponsors; a postcard site.
An in-house designer was appointed to develop the magazine and website, working closely with the Young Consultants (YCs). Some YCs were given the opportunity to learn Dreamweaver, a web design package.
Bonnar Keenlyside were commissioned to undertake research into the attitudes of children and parents to WOW and its effect on attendance at events. This took the form of a self-completion questionnaire to be jointly completed by children and their parents and a telephone survey with parents.
- The response to WOW was even better than macrobert had expected. Almost all (96%) of the 182 children involved in the research thought that the magazine was ‘cool’ or ‘really brilliant’, with 8-year-olds being most enthusiastic. Four-fifths read it without an adult.
- Different elements of the magazine appealed to different age groups. For instance, 8- and 11-year-olds were most likely to consider the jokes page really brilliant. Overall, the interactive elements were the most popular.
- The feedback from parents was equally positive with 98% considering the overall look of WOW to be good or excellent.
- The website had 1,141 hits during its first eight months. 15% of the children involved in the research had looked at the website – they all thought it was good. A number of the children surveyed did not have access to a computer. The YCs feel that further work needs to be done on the website to make it more sophisticated and interactive.
- WOW has increased and widened the audiences for family/children’s events at macrobert. Sales increased by 23% compared with the same period the year before, with 36% being new attenders. There has also been a 25% increase in participation in macrobert family/children’s activities.
- 61% of the parents involved in the research said that information in WOW magazine had influenced their attendance.
- The project has generated considerable excitement and enthusiasm from young people, parents, teachers and arts workers. It has provided a rewarding focus for working with the YCs and encouraged them to develop writing, communication and web technology skills.
- It has been a year of ‘navigation and learning’ for macrobert. It feels that it has gained valuable information, experience and ideas and is keen to develop WOW further.
Liz Moran
Artistic Director
macrobert
University of Stirling
Stirling FK9 4LA
Tel: 01786 467155
Fax: 01786 466600
E-mail: e.a.moran@stir.ac.uk
Web: www.macrobert.org |