One of the UK's most popular arts centres, mac Birmingham had a ‘one size fits all' approach to their marketing and it wasn’t working for them.

But they also had an incredibly diverse programme and couldn’t see how segmentation could possibly work. So we tried out and adapted our Total Audience model of segmentation with them; first for marketing, then for fundraising.

As well as reducing costs on their brochure, and giving them a new way of assessing the success and impact of their marketing activity, it gave the organisation (including the Board) a new shared language about audiences.