NAC Entertainment, a company that brings national touring Broadway productions to New York State and Pennsylvania, needed a show-stopping new website. Though the company is based in Binghamton, NY, it also operates in seven other cities. Having a widespread community presence meant that we needed to accommodate a large audience of varying experiences and needs.
The Challenges
Their old site was in competition with itself: the dark-on-dark typography was hard to read, their mission wasn’t clear and their homepage calendar reduced the impact of their work. It displayed, even highlighted, the breaks between events and gave the false appearance of a lull in business. And while we wanted the site to be user-friendly for visitors, it needed to function well for the administration, too.
NAC Entertainment regularly updates their web content with new touring shows, performance information and ticket prices. Their old content management system was outdated and required them to manually input information across multiple platforms, making it difficult to track consistency.
Easy to Use, Easy to Manage
Our customization made it easy to manage the back end of the site. We streamlined maintenance so that one simple action produces multiple results; but on the front end of the site, all the information appears separate, yet related and clearly a part of one organization.
We improved the site’s functionality by incorporating a more sophisticated online ticket sales service–users no longer have to call or email to reserve a seat. Our team also gave the calls-to-action clear hierarchy to increase engagement. Through these subtle changes, the site became better equipped to help people either quickly find what they were looking for, or take their time exploring content.
Theatrical design, improved navigation and the chance for NAC Entertainment to showcase their amazing work? Now that calls for a standing ovation.
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