Targeting Printed Communications Using Customer Intelligence

Client: Hampshire and Solent Museums Alliance

This Renaissance (MLA/Arts Council England) funded project aimed to identify shared audiences across a group of museums that came together to form the Hampshire and Solent Alliance. The aim was to communicate the wealth and breadth of museums and historic sites in the region through the effective distribution of a piece of tailored print.

Mosaic Group B, Professional Rewards, was identified as the most significant group to target, in terms of numbers of potential visitors. We researched their characteristics, their communication preferences and their geographical spread and produced a brochure to appeal directly to them.

We commissioned a specialist arts distribution agency to produce a tailored distribution run and target the residential areas in Hampshire with the highest density of Group Bs.

We will continue to conduct visitor data capture and analysis at the partner sites to help to establish success of the campaign in developing the marketplace for Mosaic Group B prospects and the degree to which this is reflected in each site's visitor profile.