What We did
Background
Future Medium has supported the TSO since 2004 with autopublish content management technology and e-newsletter campaigns. Over the years numerous approaches were made by Future Medium to completely overhaul the TSO's web offering. In 2007 Future Medium volunteered $45,000 of sponsorship to the TSO to undertake an extensive web project and bring the TSO to a position of national leadership in web positioning.
As a pinnacle of the community and an essential cultural beacon for Tasmanian's Future Medium were highly motivated to produce a memorable web experience for Tasmanian's that also served as a cornerstone promotions and business asset to the TSO.
"We are delighted to be able to assist an iconic Tasmanian organisation promote itself to the world".
Problem
- The TSO website had been virtually untouched since 2002 and the design did not meet the expectations of the TSO or its subscribers.
- A complete web strategy was required to engage with subscribers and to inspire the curious observers passing by.
- Ticket sales were loosely integrated with the business via a third party and there was little brand consistency between sales and promotions.
Solution
In 2008 Future Medium delivered a conceptual vision of an interactive solution that could serve historical and upcoming information in a rich and useful fashion. The concept was embraced but our concerns about how the TSO brand, as it were, would translate to the web.
Our designers worked with TSO's marketing team to survey past and present marketing tools and formed a business case to bring on a specialist marketing consultant.
Future Medium recommended InspiredByMarketing and worked closely to ensure that the new and comprehensive brand strategy was layered carefully through design plans in such a way that proper balance was given to each segment of the TSO's demographic targets and subscribers.
This exercise led to Clemenger Tasmania volunteering its services to undertake the visualisation of the brand strategy and to produce supporting material.
With the arrival of the new brand material the web project went into full swing - and throughout the bulk of 2009 Future Medium worked on designing and developing an exciting new website.
"Along with the new 'Ignite' look and feel, the website includes many new interactive features, bringing the TSO to the front of the pack on a global scale" said Glen Johnson, Managing Director of Future Medium.
An interactive timeline of upcoming and previous events has been created for users to browse both upcoming and historical events. Similarly, a browser has been created for users to view and purchase recordings produced by the TSO.
Facilities are provided for user reviews and feedback of events and albums. Users can book tickets and purchase albums online via the new integration of the American supplied Tessitura booking system.
Results
The site is visually engaging and strongly aligned to the TSO brand, and acts as a powerful communication and education tool. The site is seamlessly integrated with the TSO's current back-end systems, facilitating increased business efficiencies.
Unsolicited feedback and comments have been consistently supportive and the site has even been declared as leading the country in its field.
Both parties see this as a 'Win, Win' situation and look forward continuing development to deliver an even richer and more socially engaging site.
