The Canadian Opera Company has launched a newly designed website, created by Delvinia. The fresh design, unveiled this week, builds upon the recent launch of the COC’s new brand.
Since 2008, Delvinia has worked closely with the COC as its Digital Marketing Sponsor, developing the opera company’s overall digital strategy and experience design, initially relaunching the COC’s website, coc.ca, in January 2009. The latest refresh, which includes strategic improvements to the website and eOpera newsletter, reflects the COC’s new look and builds upon the organization’s commitment to developing an engaging digital experience for its audience.
“The introduction of the COC’s new brand provided the perfect opportunity to refresh the website,” said Delvinia CEO Adam Froman. “The improvements are rooted in an understanding of the digital behaviours of the COC’s audience and the key performance indicators we integrated into the site in 2009. Through the collection of more than two years of transactional data and behavioural insights from Delvinia’s proprietary AskingCanadians™ online research community, we determined which features of the site were performing well and tweaked or eliminated those that weren’t.”
Froman continues, “By adopting Delvinia’s approach and using data-informed insights as a means to continually improve their digital offering, the COC has gained a thorough understanding of the role of digital in the overall opera experience. This demonstrates that the COC is an organization any company can learn from to maximize the potential of digital technologies.”
The site refresh includes a new homepage with a prominent link to purchase tickets and online subscriptions as well as tabs directing visitors to information about upcoming operas, the blog, and what’s happening behind the scenes. The site also integrates more content-rich imagery, designed to match the confidence of the new brand while illustrating the essence of operatic theatre.
“I am very pleased with the look and functionality of the website, which aligns with the COC’s refreshed brand,” said COC General Director Alexander Neef. “As our Digital Marketing Sponsor, Delvinia has been a great partner in helping the COC to develop a digital strategy that reflects the company’s commitment to quality and delivers an experience that meets the needs of our audience.”
Since forming its partnership with the COC in 2008, Delvinia has also redesigned the COC’s online subscription renewal process, launched a web simulcast of CBC’s Saturday Afternoon at the Opera broadcasts, hosted a live webcast of the press conference announcing the 2010/2011 season and conducted a social media readiness survey, which laid the foundation for the COC’s social media strategy.