Arts center sees brilliant performance from website and online marketing
Midland Center for the Arts is the parent organization of multiple member groups including the Midland Symphony Orchestra, Center Stage, The Alden B. Dow Museum of Science and many others. The center’s previous site had several problems: it was difficult to navigate; not mobile-responsive; the ticket buying experience was complex and ineffective; plus, entering marketing content into the site, and adding events in the ticketing system was a dual entry process that was both redundant and costly.
Improved User Experience = More Ticket Sales
Midland Center for the Arts' new site reduces the online ticket purchase process from seven steps to three, allows shoppers to purchase tickets for multiple events, and facilitates ticket buying from within the MCFTA site, without being sent away to a different site. As a result, online ticket sales rose 20% in the first six months of launch.
Work process streamlined through integration
Working with MCFTA's ticketing software vendor ClearRiver integrated the event entry process done in the software, with the marketing side of the website. The result is that new events now entered in the software automatically appear in the marketing site without the need for dual entry–saving time and reducing errors.
Content management system reduces labor costs
ClearRiver helped MCFTA cut time and labor costs for website updates by building the site on a Wordpress CMS backbone. Since the design and development were custom built, there were unlimited options in the design and functionality.
The result is that the new site can be updated by multiple users internally without special software, with minimal training and with the utmost security making updates timely and efficient.
Mobile responsive design
Nearly half of all traffic on the web occurs on mobile devices. With the new mobile-responsive design, MCFTA has opened the door to a larger audience, and given their visitors a better ticket buying experience. In today's world, it's not enough for your site to simply function on mobile devices–it needs to function well.
Social media videos build site traffic
To promote the arts and build excitement for upcoming events, Midland Center for the Arts uses social media videos to tell stories about what happens behind the scenes, highlight artists, and keep in touch with their fans.
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