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Edward Appleyard

<strong>Edward Appleyard | Director of Engagement | Harewood House Trust</strong> Edward Appleyard is Director of Engagement at <a href="https://harewood.org/">Harewood House Trust in Leeds</a>, where he leads business-wide projects and covers all aspects of audience engagement (marketing, communications, visitor experience, membership and more), building on two decades’ experience of working within arts and culture environments. Prior to entering the heritage sector, Edward’s focus was on music and he led the hugely successful re-brand of the London Symphony Orchestra (LSO), part of a team winning 26 national and international awards, later using this experience to re-brand Harewood. He also chaired the organising group of the LSO’s BMW Classics series – an annual concert held free in Trafalgar Square, live streamed around the world with Sir Simon Rattle. Edward constantly seeks out new projects and challenges. He has found his feet as a determined leader, working across an organisation and gaining a reputation for engaging teams. It is this that – alongside a clarity of vision for strategy and strategic working, and for being able to see the widest possible picture of an organisation and its context – has led to his current position at Harewood and continuing ambition to connect people with the arts.

Resources by Edward Appleyard

Man and two women sitting at table on stools looking out a window at St Pauls Cathedral in London

How to get visitor feedback online to improve what you do

In this resource Edward Appleyard looks at the practical ways you can capture visitor feedback online, from emails and a feedback form on your website, through to online questionnaires, focus groups and customer circles.

How to use segmentation to understand audiences

In this resource Edward Appleyard looks at the different approaches to segmenting your online audiences including personas and empathy mapping, and how your organisation can use that insight to develop new audiences and improve your digital engagement.

Brown concrete building with green plants

Video: How to develop a digital engagement strategy

Edward Appleyard from Harewood House brings together all the key elements that you need to consider as you plan and develop your organisation’s digital engagement and marketing strategy. Edward explains what a digital engagement strategy is, why it is important and how it can help your organisation reach new and diverse audiences, particularly when your organisation has limited resources and budget.

A pair of feet wearing white lace-up shoes stands on the edge of a large smiley face painted on the pavement. An arrow points to the smile.

Video: How to develop an effective customer relationship management (CRM) strategy

CRM — customer relationship management — is not just about using a CRM system it’s about building and creating meaningful relationships with your visitors and audiences. In this online masterclass Helen Dunnett and Edward Appleyard provide practical insight into how a CRM strategy can work for a small to medium-sized heritage organisation and the impact it can have on audience reach and engagement.