Joffrey Ballet Website

Clean design, ease-of-use, and extensive information architecture were the hallmarks around which we created a new content-rich site for this world-class ballet company. Built on a Drupal foundation, the site allows Joffrey staff to easily update and promote events, performances, news items, company additions, and class schedules at their highly regarded academy of dance, along with many other features as well.

OUR APPROACH
Our main objective was to simplify the content creation workflow for Joffrey Ballet administrators. Since the site had a large volume of content from different sources, regular meetings to discuss various information architecture options were critical for staying on track.

IMPLEMENTATION
We knew going into this project that Drupal would be the CMS. To manage the relationships between different content types we relied on the latest version of Drupal’s Content Construction Kit and a custom written project we call “Subcontent.” Our own Steve Persch even gave a presentation to the local Drupal group on the benefits of CCK 3using sections of the Joffrey site as a case-study.

THE RETURN
In the past, Joffrey Ballet site admins waited for content changes to be implemented via a third party vendor. With the new site, their content can be updated instantly, which ultimately affects the volume and quality of their work, leading to a better site experience for front-end users. Launching the site in tandem with a Groupon promotion insured an early spike in site traffic (and season subscriptions!). We have been consulting with the Joffrey team since on digital marketing, content, and SEO strategies to insure they maintain a consistent level of engagement with the rising number of visitors the site now gets.