Engaging new audiences with artful storytelling
San Francisco Ballet is America's oldest professional ballet company. Presenting more than 100 performances annually, the Company has achieved an international reputation as one of the preeminent ballet companies in the world.
San Francisco Ballet came to Method with an antiquated web presence that limited their ability to engage with existing patrons and attract new audiences. We created a new digital experience to increase ticket sales, clarify and articulate the company's story, and foster broader awareness to the art form of ballet.
The new website launched in September 2016. Initial analytics showed an increased conversion rate of 30%, with mobile transactions increasing 420%.
Method case study (Video)
Flexibility through a modular approach
To accommodate the Ballet’s repertory, holiday, and touring seasons, the website needed to easily adapt to distinct content needs throughout the year. We created an extensive series of content modules that leverage rich media to create an immersive, cinematic experience to draw in potential patrons. The SFB team can stack these modules to create larger content stories for the overall season as well as individual performances, leading to increased audience engagement and ticket purchases.
ticketing designed to build anticipation
The new ticketing process is organized into stages to help build excitement for the big performance. Some of the stages include: specific seat selection with sightline previews, opportunities to attend educational events before the performance, or to donate to the organization. Together, these stages enrich the ballet experience for patrons.
New content Speaks to diverse audiences
The new website serves as an entry point for learning more about ballet as an art form & increasing audience engagement. We focused on catering to different levels of knowledge, from first-time ballet attendees to life-long ticket holders. We also expanded the content development to include a wide range of subject matter, such as choreography, music, costumes, and set design. Now there's something for everyone to explore.
MODular Template structure
We created a framework for constructing pages with the content modules by identifying the core purpose of each page. This framework helps SFB scale our designs to other pages needed in the future while keeping the site cohesive.
One of the biggest challenges of the project was creating a ticketing system that accommodates for SF Ballet's wide range of ticket packages as well as individual ticket sales.