Client:Auckland Philharmonia Orchestra

Type:Digital

Site:www.apo.co.nz

INSIGHT

We have great content and a fresh, new brand. Let's use this to reintroduce music lovers old and new to all of the amazing music experiences the APO creates.


CHALLENGE

The Auckland Philharmonia Orchestra has been entertaining more than 100,000 people a year with its music. But times have changed and the APO's audience has begun to diversify.

To remain relevant to a broader and younger audience the APO went through a rebranding exercise that launched with a new brand mark and new printed material. The website however remained untouched. All the great content, innovative approach to education and outreach programmes, and behind the scenes footage was buried deep within a desktop only site built on an ageing CMS.

EXECUTION

To kick off the project we ran a workshop with APO to learn about their audiences and establish priorities for the website for all of the APO teams/stakeholders involved. Based on our findings we developed a clearer information architecture for the site; focused on promoting APO's concerts and events, surfacing their growing video and audio library and making it simpler for people to support the APO.
 
It was important that APO's team could easily update and maintain their website themselves, so we implemented Umbraco CMS and developed a range of templates that would work flexibly across the site, enabling APO to showcase their content. Simplifying the online donation process was another priority for APO so we integrated with an online payment gateway that makes it easy for their supporters to donate online. APO's online ticketing is handled by a third party ticketing service, so we also developed a new skin for the ticketing site to ensure the experience between the two is as consistent as possible for people purchasing tickets online.

RESULTS

In the three months since the new site launched (when compared to the same period last year):

-      Online donations increased organically sevenfold

-      Visits to the site increased by 32%

-      Page views increased by 41%

-      Bounce rate decreased by 11%