Case Studies

Client work

Sadlers Wells Direct Mail

Direct Mail

Arts & Culture

Client:    Sadler’s Wells Direct Mail for Sadler’s Wells

Romax has provided digital print, data management and direct mail marketing services to Sadler’s Wells for over a decade. Sadler’s Wells produce, commission and tour the best of dance in all its forms to audiences of over 600,000 each year in Britain and around the world.

Sadler’s Wells produce, commission and tour the best of dance in all its forms to audiences of over 600,000 each year in Britain and around the world.

Romax manages regular mailings for individual shows as well as the main season friend and brochure mailings.

Original Brief:  

The client was seeking a way to reduce costs without reducing impact and subsequent bookings from their regular marketing campaigns. Previous season brochures were larger than 240 mm in length so although creating a good physical feel and impact, meant that the final pack was a large letter format, so costing more to mail in terms of postage costs. There was an understandable nervousness around changing the format which had remained successful.

How did Romax add value? We recommended changing the season brochure pack format to a letter format (A5 brochure) and weight less than 100g for a selection of the data to reduce printing and postage costs.

Adding more informative content to the accompanying letter, to reduce the brochure weight so utilising as much of the available marketing space as possible without exceeding the postal format and weight.

 

Does Romax continue to add value? Yes, we are always informing our clients of changes in postage services and costs, artwork and design specifications to constantly improve impact.

We are currently discussing the potential cost-benefit analysis of using the new service for 2016 introduced by Royal Mail Wholesale – Tiered Weight Ad Mail for Retail Catalogue Producers. Learn More

 

Result: A direct mail test group of 13,000 was mailed the Winter brochure which was as successful as the previous specification large letter bigger brochure.

Sadler’s Wells subsequently mailed 48,000 for the following Spring brochure.

The approximate postage saving per Season Brochure mailing against the old format is £7,500.