Case Study

OVERVIEW

The Virginia Symphony Orchestra (www.virginiasymphony.org) wanted a site redesign and the addition of a dynamic, database-driven calendar that would automatically update the site with upcoming concerts and events. As a non-profit, the client had an extremely limited budget. We gave the client a professional new site that the client described as "the best web site they could have ever hoped for."

CHALLENGE

To develop a cost-effective, brand new web site for the Virginia Symphony Orchestra that combines the elegance of the Virginia Symphony with best practices in web site usability, ultimately increasing revenue for this non-profit organization.

OBJECTIVE

Maximize online ticket sales and private donations.

AUDIENCE

Enthusiasts and supporters of classical music & the Arts in the Hampton Roads area.

STRATEGY

Identify key information needed for consideration and successful purchase of tickets to a Virginia Symphony event. Design a path-oriented web site that provides all of this information in an easy-to-use, logically organized way, with quick, easy access to the Ticketmaster purchase portal. Showcase the mission and contributions of the Virginia Symphony Orchestra, continually providing a call-to-action to support the non-profit organization through monetary donations.

TACTICS

Shift the focus of the site from organizational to event-driven. Concert information was the most accessed information on the previous web site, but was not showcased prominently. For the new web site, a database-driven concert calendar was added directly to the home page to make this information prominent and always current. A subtle Flash header was added to showcase upcoming events and the gorgeous venues at which each occurs. A site-wide links to "Concerts & Tickets" and "Buy Tickets" were added to make online ticket purchase fast and easy. Site-wide banners also encourage web site users to donate to the organization.

RESULTS

Each year, the Adaptistration Orchestra Web site Review formally evaluates the Web sites of all professional orchestras in the United States. Points are awarded in 5 categories – Performance Schedule, Purchasing Tickets, Orchestra Information, Making Donations and Content & Functionality. Sites are then ranked based on total points awarded.

With a fresh new look and dramatically improved usability, in the 2007 Adaptistration Orchestra Web site Review, VirginiaSymphony.org was named one of the Top 10 orchestra Web sites in the United States, jumping up 34 spots in the rankings from its previous position of 44. According to Drew McManus, editor of Adaptistration, this marked the Web site’s first-ever inclusion in the Top 10, "benefiting from a well planned comprehensive Web site redesign from 2006."