Audience Alchemy

Unlock growth and sustainability with a 12-month transformation

Your organization needs a bold plan to adapt and thrive. Unlock growth with a strategic partnership.

Equip your organization with the tools, insights, and innovative strategies needed to thrive in an ever-changing landscape. This 12-month partnership is designed to guide your team through a transformative process, aligning your efforts with what truly matters to your audiences.

By embracing proven strategies and leveraging data-driven insights, you’ll lay the groundwork for financial sustainability—while also setting new standards for relevance and innovation in the arts sector.

  • Customer-Centric Innovation

    Go beyond surface-level metrics, traditional tactics, and quick fixes to transform your organization's foundational strategy—unlocking new revenue streams and paving the way for sustained growth.

  • A Precise Roadmap

    With my signature G-O-L-D framework, centering customer outcomes becomes a strategic compass, aligning efforts across your organization. Its rigorously data-backed approach brings unparalleled precision to your audience development strategy.

  • New Market Expansion

    Through deep qualitative research and market analysis, uncover what matters to your patrons. Validated against national trends, these insights guide you to new, high-impact markets and connect you to a broader audience of motivated and engaged prospects.

  • Structured Change Leadership

    Organizational transformation demands a structured approach. My work integrates Kotter’s 8 Steps for Leading Change, providing your team with the guidance needed to implement new approaches effectively and drive bold, sustainable change.

"Ruth ignited our marketing, development, programming and venue hire teams with excellent, tangible recommendations that will now play a critical role in Melbourne Recital Centre’s next chapter."

—Latoyah Forsyth, Head of Marketing and Visitor Experience, Melbourne Recital Centre

ROI Calculator

The ROI of Customer Centricity

Embracing a customer-centric approach can unlock significant growth opportunities. Use this calculator to discover the ROI of aligning your offerings with wellness outcomes.

Your estimated revenue: $0
According to market research experts, engaging 1–3% of a new market is considered a conservative yet attainable benchmark.
Calculation based on a 2024 McKinsey report.

Hi there!

A former opera singer who transitioned from the opera stage to the world of Harvard Business School, I help cultural organizations rebuild audiences and unlock growth through the power of customer-centricity.

Drawing on my diverse experience as artist, educator, and nonprofit administrator—along with eight years at the Clayton Christensen Institute—I bring fresh strategies to a sector that has a rich history but needs modern solutions.

Learn more about my background here.

Your 4-Step Roadmap to Audience Growth

The Audience Alchemy Process

With the G-O-L-D framework and Kotter’s 8 Steps for Leading Change, the Audience Alchemy process ensures your organization makes the transformative shift to customer-centricity, step by step.

This process ensures your organization not only adapts to a changing landscape but thrives by aligning your programming and marketing with what truly matters to your audiences—unlocking deeper engagement and sustainable growth.

Ready to transform your audience strategy?

  • Establish a clear understanding of your organization’s baseline, identifying strengths, challenges, and strategic opportunities.

  • Ensure organization is aligned around the importance of customer-centricity, setting the foundation for sustainable growth.

  • Conduct qualitative research and analyze national market trends to uncover actionable insights and identify high-potential audience segments.

  • Develop a unique value proposition that speaks directly to your patrons’ needs, acknowledges your expanded competition, and differentiates your organization in a competitive landscape.

  • Use insights from the customer journey framework to inform your marketing strategy, nurturing and guiding patrons from unaware to engagement to loyalty.

  • Implement relevant, compelling offerings that fulfill patrons’ needs and aspirations, ensuring a meaningful experience.

  • Get a clear, actionable roadmap for sustaining customer-centric growth and measuring success, plus ongoing check-ins to gauge progress.