Peninsula School of Dance • Case study
A clearer email marketing system, built around the audience.
Grendesign reorganised Peninsula School of Dance’s Mailchimp email marketing, bringing audience segmentation, automated campaigns, branded email styling and practical team training into one focused project.
Start with how the school actually uses email.
Peninsula School of Dance approached Grendesign to discuss how its email marketing could work better. We began with an analysis of its existing system and the purposes email served within the school, establishing the context before changing the setup.
That review matters because an email platform is only part of the process. Audience organisation, the way campaigns are prepared and the team’s familiarity with the system all affect how useful it is in day-to-day communications. This project addressed those elements together.
Consolidate the lists while preserving useful targeting.
The school had different email lists to work with. We reviewed those lists and brought them into a more consolidated structure, making the audience easier to organise within the email marketing system.
Consolidation did not mean treating every contact as the same audience. We applied audience segmentation alongside the list changes so the school could retain useful distinctions and target relevant groups within the consolidated setup. The structure was designed around more purposeful communication, rather than a larger collection of separate lists.
Put automated campaigns and email styling in place.
We set up automated campaigns within Mailchimp and established a brand style for the school’s emails. The technical setup and the presentation of the messages were considered as parts of the same communication system.
Automation provides a framework for planned communications, while consistent styling helps those messages belong to the same organisation. In this engagement, the work combined those foundations with the audience structure, giving the school a more coherent way to prepare and manage its email activity.
Make the platform useful to the people using it.
Because the school was using Mailchimp, we ran a workshop focused on features that could support the way it communicated. The session helped the team explore what was available in the platform in the context of its own organisation.
Training was a practical part of the project, alongside configuration. A consolidated audience and automated campaigns need to be understandable to the people who will work with them. Bringing the team into the process connected the platform changes with everyday use.
Bring the foundations together.
The completed scope brought audience structure, campaign setup, email styling and training into one project. Each part supported the others: segmentation gave purpose to the consolidated audience, automated campaigns provided a framework for communication, and styling gave the messages a consistent appearance.
This is the practical value of approaching email marketing as a connected system. It creates an organised basis for future campaigns and gives the team a clearer starting point when its communication needs change or new campaign opportunities arise.
What we delivered
- Review of the existing email marketing system and how it was used
- Consolidation of different email lists
- Audience segmentation within a consolidated structure
- Mailchimp features workshop and training
- Automated campaign setup
- Email brand styling
About this project
What did the Peninsula School of Dance email project include?
The project included reviewing the existing system, consolidating lists, applying audience segmentation, setting up automated campaigns and email styling, and delivering a Mailchimp workshop.
Does consolidating email lists mean sending every contact the same email?
No. In this project, list consolidation was paired with audience segmentation. A consolidated structure can retain useful audience distinctions so messages can be targeted to relevant groups.
Why was Mailchimp training included alongside the setup?
The workshop connected the platform’s features with the school’s own email marketing use. It formed part of the same project as the audience and campaign changes, supporting the team that would use the system.
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