Online Marketing Masterclasses 2007 - Retain Case Study 2
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RETAIN & GROW Case Study 2: Lucy Conlan, Senior Marketing Manager, The Barbican
Lucy Conlan has a strong direct marketing background gained at management level in the charity and cultural sector, with previous posts held at British Red Cross, Help the Aged and the Natural History Museum. Recently, Lucy has been working on Customer Relationship Management and campaign integration activity at the Barbican Centre, including the successful re-launch of the membership scheme. She contributes to the strategic development of the multi award-winning Barbican website.
E-consultancy comment:
“It’s clearly vitally important for most charities and arts organisations to be effective at keeping their members, visitors and benefactors. Equally, these organisations usually have quite a range of publications, events, education and other offerings to cross-sell to their members. As such they are more sophisticated than most when it comes to customer segmentation and direct marketing across multiple channels in the most efficient ways possible. Under Lucy’s guidance, the Barbican have been doing some fantastic (and deservedly award-winning) work in CRM and cross-channel campaign integration. Come and learn how you might apply this to your own business.”
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