The Royal Academy of Music, Britain’s best-rated education institution for music, is to undergo a major revamp of its website to increase brand impact and drive increased commercial effectiveness, in particular of bookings and donations.
Following a competitive pitch, Pancentric Digital has been appointed for the site overhaul which will involve a wholesale review of the information architecture and user journeys to improve usability and overall site performance.
Steve Newell, Head of Technology, Royal Academy of Music says “Most visitors to the site want to find out about studying at the Academy, look for events to attend, make information enquiries about the Academy museum or simply show their support for the Academy through donations; the new site needs to work far harder to highlight these four key areas.”
Video and rich media elements will be incorporated into the site to showcase recent performances or preview upcoming events.
Steve continues “Live performances from the musicians at the Royal Academy of Music never fail to inspire those lucky enough to watch them. However, for the majority of people their first touch point with the Academy is via the website. Our goal is for the online experience to mimic the inspiration and involvement of the real-world experience. The new site will reinforce our brand values and advance brand stand-out.”
The design refresh will remain true to the legacy of the Academy, founded in 1822, while embracing a modern and contemporary look and feel. James Bruce, Creative Director, Pancentric Digital says “The idea is to create a site that portrays The Royal Academy of Music as a brand in sync with its traditional past as well as a dynamic place to learn music.”
The new website will launch complete will full content management support in the new year.
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