Warwick Arts Centre
Warwick Arts Centre programmes a diverse range of performances, cinema, music and theatre at their multi-venue arts complex at the University of Warwick.
Indigo has worked with the team for over 10 years using our Total Audience segmentation system which encompasses their wide range of events, and the audiences who attend them. With this in place as the foundation, the Warwick Arts Centre team wanted to explore ways to increase revenue and audience engagement, whilst not overloading the busy staff team with more work.
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We developed a project approach based on these needs, aiming to harness the full capabilities of Warwick Arts Centre’s ticketing, CRM and email management tools, with a particular focus on email campaigns which used automation and dynamic content.
Working with the team over the course of a year, we met regularly to prioritise, pilot and refine a set of CRM initiatives.
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Since working together, the team now have the skills and confidence to:
- power dynamic content in email campaigns based on the Total Audience segmentation;
- tag new audiences into drivetime categories, enabling last minute campaigns to local audiences and accommodation upsells for those living further away;
- send regular automated campaigns to encourage audiences to spend account credit in the venue, increasing revenue by 45%;
- send pre and post-visit communications tailors to different segments to enhance the welcome experience and encourage reattendance.
Warwick Arts Centre has been working with Indigo for a number of years as we really value their insight and clear thinking. As a result of our partnership we have a very clear picture of our audience behaviour.
Recently we’ve worked more closely with Indigo on exploiting the capability of our ticketing system. The team have guided us on some really effective CRM strategies. This has helped us improve efficiency, enhance engagement with customers, and improve ROI.
Katie Anderson, Marketing Director