Canadian Opera Company hits high note with new website

The amalgamation of strategy and art is performed through COC’Äôs digital experience

(TORONTO) June 24, 2009 ’Äì One of North America’Äôs leading opera companies, the Canadian Opera Company (COC), recently unveiled the latest evolution of its website coc.ca, demonstrating an advance in how the COC is looking to the web as a digital channel to reach and build relationships with its audiences. Delvinia Interactive, with its insight driven approach, created the digital experience so visitors get exactly what they want and are allowed the ability to connect with opera and the COC in a specialized way. It was also designed to change interest in ticket purchase into advocacy for the arts.

The COC recognized it would benefit from a clear understanding of its customer’Äôs digital behaviour in order to deliver on the needs of opera lovers both during and between opera seasons.

’ÄúOur patrons are passionate and loyal, and we wanted to make sure we delivered on their expectation and with every interaction they have with the COC,’Äù said Alexander Neef, General Director of the Canadian Opera Company. ’ÄúWe’Äôre pleased with the notion that visitors of the website can expect the same quality from our digital experience that we demonstrate with our productions in our beautiful opera house.’Äù

As part of the transformation, a key feature of the new digital experience was the ability to navigate quickly and easily through the site. With full navigation available at every turn, users can move quickly through the site and easily access the information they need.

But what brings the digital experience to life are the deeper more enhanced features that enable site visitors to become more engaged with the COC, including:

¬… A behind-the-scenes look at the making of the COC’Äôs production of Madama Butterfly.

¬… A historical timeline highlighting the company’Äôs milestones including commemorative photos, posters, interviews, and audio and video excerpts.

¬… COC podcasts featuring musical excerpts and video highlights of select operas and exclusive artist interviews.

¬… Fun and interactive quizzes, polls, and a glossary of opera terms.

¬… A blog by Neef, who shares his thoughts on COC productions and artists, and encourages visitors to ask questions. Starting this summer, visitors can follow Neef’Äôs journey through Europe.

¬… Deployment of an online panel within the COC site to provide ongoing feedback for the organization.

Prior to designing the COC’Äôs new website, Delvinia analyzed five years of transactional data from the COC and overlaid this data with its proprietary insight engine and segmentation tool, the Delvinia Digital Mosaic (DDM). The insight engine showed that while only 20 per cent of those interacting with the COC transacted through the website, that opera goers were in fact more digitally inclined than the average Canadians. In fact, while 85 per cent of the COC’Äôs audience fit into five of 20 DDM segments, 40 per cent of the base fit into segments called ’ÄúLoaded and Overloaded’Äù and ’ÄúCity Clickers.’Äù

Additionally, Delvinia used online consumer research panel, AskingCanadians.com to further validate the data and trends that would enhance the digital experience, and the relationship with the COC. The model for the experience became about conversion ’Äì by encouraging their audience to use the enhanced website, the COC could build the relationship and evolve the experience to develop more loyal relationships, converting ticket buyers into subscribers, and subscribers into donors.

With a validated understanding of the COC’Äôs audience and grounded insight of their digital behaviours, Delvinia was able to design and build an experience to reflect their needs and desires.

’ÄúKeeping COC patrons engaged with the opera experience through the digital space required a great deal of insight into the digital behaviours of the opera lover,’Äù said Adam Froman, President and CEO of Delvinia. ’ÄúThis insight provided the foundation that allowed us to build a site that can be easily navigated, while also providing a deep and rich experience to those craving more of a connection to this exciting art form, whether you are new to the opera or a seasoned opera lover.’Äù

To experience the new Canadian Opera Company website, visit www.coc.ca.