About

Borne of passion, sustained by pragmatism.

Indigo provides smart, sensible and practical consultancy for the cultural sector – whether you need to better understand your audience or improve your organisation, our rare blend of marketing and fundraising expertise can help.

Lead partners Sarah and Katy, along with our Associates, have not only a vast combined knowledge of the sector but also a passion for the arts – and an overriding desire to help the sector thrive.

As such, it’s vital to us that we empower our clients to look after themselves. (But we’re here when you need us.)

High-level strategy

Katy Raines is regarded as one of the UK’s leading consultants on CRM and Segmentation for the Arts, and as such has developed and led research and implementation programmes for large and middle scale organizations throughout the UK. She has a particular passion for using audience data to effect change, and drive an audience-led approach to marketing for any arts organization.

Her current clients include The Lowry, Town Hall Symphony Hall Birmingham, Wales Millennium Centre, Warwick Arts Centre, Belgrade Theatre Coventry, and the Black Country Living Museum.

Prior to becoming a consultant in 2006 she held a number of senior marketing roles in large scale venues, and holds a 1st class MBA from Durham University.

Katy is a visiting lecturer in CRM at the Business School at De Montfort University, and is currently lead advisor on a 4 year CRM action research project with Adger University in Norway. She is a Fellow of the Royal Society of Arts, a Member of the Chartered Institute of Marketing and on the Boards of the Arts Marketing Association and Ex Cathedra.

Read Katy's articles and blog posts

Sarah Gee

Managing Partner

Sarah Gee is co-founder and Managing Partner of Indigo Ltd. She previously worked in a variety of roles in the music business, most notably as Director of Communications for the City of Birmingham Symphony Orchestra. Her work on relationship management, diversification of audiences and rebranding at the CBSO received world-wide interest, and was subsequently used as case studies in many leading journals and universities.

Sarah is best known for her work on areas where marketing and fundraising overlap, such as stakeholder relations, individual giving, audience engagement, and branding. She is a regular trainer for UK arts industry bodies, and has been the keynote speaker at seminars in Austria, Finland, France, Holland, Hungary, Japan, Oman and Qatar. She’s also given guest lectures at City University, the Royal College of Music, Sibelius Academy, University of Birmingham, and Central Saint Martins. Sarah has twice chaired conferences for the European Broadcasting Union, and is a Fellow of both the Royal Society for the Arts and the British-American Project. In 2011, she became an accredited coach.

Sarah is a trustee of Motionhouse, the Royal Philharmonic Society, Flatpack, National Campaign for the Arts, and The Stringcredibles.

Read Sarah's articles and blog posts

Kate Sanderson

Partner

Kate Sanderson was Director of Communications for West Yorkshire Playhouse for 10 years until 2006 and joined Indigo in January 2009. Specialising in marketing and audience development, Kate is also an accredited coach and highly experienced trainer, working regularly with the Arts Marketing Association and UK Theatre (TMA). She was Course Director for Theatre UK’s flagship residential ‘Druidstone’ marketing course until 2013, has worked closely with the AMA to develop and deliver their programme of Retreats and regularly speaks at conferences across the UK and internationally, including 2 lecture tours of Japan and delivering a workshop programme for the British Council in Tbilisi, Georgia.

Recent consultancy work includes developing the marketing strategy for Belfast’s new arts centre, The MAC, which opened in April 2012; interim Director of Marketing (maternity) for Sheffield Theatres and working with Hull Truck theatre on marketing strategy development. Kate is currently working on three projects supported by Arts Council England’s Strategic Touring fund; Home Sweet Home with Freedom Studios, ARC and the Albany Theatre; New Realities with 6 Yorkshire theatres and Leeds-based producers Dep Arts; and REACH, a new project with Dep and ARC which will take new work and develop commissions in arts centres across the North East from 2014-2017. In Autumn 2012, Kate began a PhD in Cultural Management at the University of Manchester, looking particularly at developing audiences for contemporary arts.

Read Kate's articles and blog posts

Associates

Our current associates include:


Alan MacGregor joined the Indigo team in 2009 after spending the past 7 years as Marketing Director at The Lowry, Salford.

Alan has worked in marketing for over 30 years, 25 of them at board level. These include 12 years as the Marketing Director of Granada Entertainments, followed by 7 years at The Lowry, which he joined as the organisation’s first Marketing Director.

He has undertaken projects around the country including work in Manchester, Plymouth, Coventry and Blackpool and he is a guest lecturer in Tourism Marketing for an international business school in Freiburg, Germany.

Read Alan’s articles and blog posts.