Case Study

Southbank Centre

Southbank Centre is a complex of artistic venues in London, England, on the South Bank of the River Thames. It comprises three main performance venues, together with the Hayward Gallery, and is Europe’s largest centre for the arts and one of the UK’s top five visitor attractions.

The Southbank Centre has a strong membership base, and the scheme is hugely popular offering multiple benefits including pre-sale tickets, discounts and free entry to the Hayward Gallery exhibitions. Romax have been working with and providing membership and marketing communication to the Southbank Centre for over 20 years. Our continued service reviews and innovative solutions provide complete reassurance in the long-term relationship.

23yrs

Romax has been providing membership and marketing communications to Southbank Centre for over two decades

The brief

There has been an ongoing brief to supply innovative and proactive communication services for membership and marketing.

The solution

Proactive and regular reviews, discussion around the needs of the client AND the members of the Southbank Centre, have ensured the highest level of continued service.

Results that matter

Southbank Centre members receive their welcome packs within days of subscription, a daily automated upload and despatch ensures prompt delivery.

Same day despatch of welcome packs

Prior to Romax managing the membership communication for the Southbank Centre, the process of welcome packs, card printing and distribution was an internally managed process completed once a week. There were limitations on the print process, and delays in despatch as the internal team were pre-employed on other key aspects of their role. This created delays in despatch and led to increased incoming calls from members. Our automated membership processing platform allows for a daily upload and despatch that speeds up delivery and reduces incoming calls.

On demand print ensures flexibility in content

On demand print and easy copy amendments lead to lower costs, zero waste and improved targeted communication. Welcome letters for members now have increased flexibility for genre preference, targeting and upcoming event notification. Templated designs allow for image and copy changes that reflect upcoming events and based on a member’s preference these events can be targeted to them. Changes in brand and copy can be easily managed at low cost without the need to dispose of print using this approach.

Renewals and reminders fully automated for improved retention

Retaining and engaging members is critical to any organisation. Ongoing communication using an organised and timely reminders communication process, that mirrors the subscription renewal date and ensures a smooth renewal process leads to improved member retention.

Romax manages this membership renewal process on a rolling automated weekly basis, sending out up to three messages, first notification of renewal, reminder 1 and reminder 2, driven by the updated data from each communication stage. As this process is so streamlined and efficient, it further reduces impact on the Southbank Centre’s internal resources allowing them to focus on membership growth.

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