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Anchorage Concert Association

Rethinking a Revenue Channel

Founded in 1950, the Anchorage Concert Association (ACA) is a nonprofit corporation committed to bringing world-class artists from the entire spectrum of performing arts to Anchorage. The website is the communications hub for this effort.

We interviewed ACA staff and learned the website functions as their main source of earned funds, and the first week of the new season kickoff historically accounts for the majority of their annual revenue, meaning an optimized website would directly affect their organization’s future fiscal success. The previous ACA site wasn’t well branded and was poorly organized, making for a confusing path to purchase, and making a website redesign a critical component of the ACA communications strategy.

Gere Donovan worked closely with ACA staff to develop a more intuitive site structure. The design reflects the evolving brand of ACA and highlights photography and video assets that are changed frequently throughout the year; is easier to navigate to ticket, event, and subscription purchases; has a responsive format that is easy to use on mobile devices; and now has an easy-to-maintain content management system.

Within three hours of launching the new site, ACA exceeded their season ticket subscription projections and goals.

Awards

2015 PRSA Award — 1st Place Website

2015 W3 Award — Silver

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