New Work | Sadler's Wells

The Audience Agency embarks on new segmentation project with world-leading dance house Sadler’s Wells…

2 June 2016

The Audience Agency announce a new major segmentation project with Sadler’s Wells. The Audience Agency will devise a bespoke segmentation model based on Audience Spectrum for Sadler’s Wells, enabling them to understand their audiences in a deeper and more strategic way, in order to deliver their long-term business objectives.

Sebastian Cheswright, Director of Marketing and Sales at Sadler’s Wells says,

This is an exciting time for Sadler's Wells, as we embrace data-driven decision-making, and commission audience segmentation modelling for the first time. We wanted to collaborate with an organisation that could give us a greater insight into our audience, benchmarked against the national profile, and supported with practical approaches to targeting them in our marketing campaign planning.

With their team of experienced data analysts The Audience Agency is well placed to provide this insight. Sadler's Wells is really looking forward to continuing our work in partnership with The Audience Agency and gaining a much deeper understanding of our audience than ever before.

Leading The Audience Agency’s work on the project, Area Director London, Penny Mills says,

Sadler’s Wells is a major London organisation and a national dance house with an international reputation. It engages local people and communities with dance as well as introducing London audiences to a wide range of UK and international work across its three London venues. We are delighted to be working with teams across the organisation to embed a holistic understanding of current and potential audiences.

Together, we are designing a segmentation approach specifically for Sadler’s Wells which underpins its strategies and plans for realising audience engagement and sales targets.

Download the full press release here: The Audience Agency + Sadler's Wells PR.pdf

Image: Philip Vile