We are
Reason Digital

With modest marketing and service delivery budgets, the PAF exists mainly online. So, when it came time to relaunch the fund in 2011, the digital communications overhaul was a critical part of the strategy.

The brief

The BBC Performing Arts Fund commissioned us to re-design their brand, website and social media presence. They wanted a fresh, contemporary and exciting feel that communicated the ambition and energy of the performing arts.

The new website’s primary aims were to highlight the incredible support provided by the fund, provide the information potential applicants required, make it easy to apply online and to become a destination for advice for performing artists that would attract the right kind of applicant. All in a way that’s accessible, easy to navigate and meets BBC Online’s high technical and editorial standards.

The site was developed using the BBC’s latest technology stack Forge, and uses the latest Global Experience Language (GEL) guidelines, and meets or exceeds all relevant BBC standards.

With the aims of the organisation in mind, and some research into the needs of aspiring performing artists and the professionals supporting them, we got to work.

Our approach

We took an objectives-focused approach. We talked extensively to the fund’s staff about the organisation’s - not just the website’s - goals, to ensure what we delivered creates real outcomes.

We kept to a tight budget by implementing only what was needed to achieve this.

Goals

Fundamentally, we found the site needed to deliver on 6 key goals to be successful

1. Get found by potential applicants, tutors and educational organisations and the general public
2. Be interesting enough to be visited by those passionate about performing arts
3. Manage the expectation of what support is available
4. Get more of the best applicants, and less unsuitable applicants.
5. Build relationships and keep people informed of new support.
6. Save time and money for the PAF team

In order to deliver these key goals, we looked at the user experience from start to end.

Design

We developed a new, digital-centric brand, with a new logo and colour scheme, retaining the purple of the original website but lightening the colour palette and softening the typeface.

We produced a modern website design, rich in photography, turning the old site’s restrained, high arts feel on its head. We widened the page width and increased the text size, in keeping with the BBC’s new visual identity, and utilised more white space to reduce clutter and to make individual text &image elements more prominent.

Navigation

We reviewed and simplified the website’s potentially confusing information architecture. Focusing the navigation on the Fund’s three main funding areas - dance, music and theatre - provide an instant route into information about a potential applicant’s preferred discipline whilst highlighting the other important parts of the website - grants and previous winners.

Promotional video

We produced a 2 minute film featuring talented previous winners, to introduce potential applicants, educators and the general public to the fund and its impact on performers. This introductory video features prominently on the site, and was displayed using the embedded iPlayer served from the BBC’s brodcast management system, iBroadcast. The clip is also hosted on the Fund’s YouTube channel - reaching out to the younger, artistic demographic who often seek out and consume their information on YouTube rather than Google.

Application form

We developed an interactive eligibility checker to improve the quality of applications. With just a few simple clicks you can find out if you’re eligible for funding. No need to read a solid block of terms and conditions. If a candidate isn’t eligible, they’re presented with other organisations that can help.

We also feature winners prominently throughout the site, highlighting the standard and background of the fund’s beneficiaries and target audience. We hope the diverse range of talents on show improves the suitability of applicants and the quality of applications.

Blog

We integrated a fully featured Moveable Type blog into the website, in order to maximise search engine traffic, and to deliver advice online. Rather than being consigned to its own section, the latest, relevant blog posts are displayed throughout the website, tailored to the current page.

Blog posts also provide currency for social media promotion. Twitter and Facebook profiles provide an ideal, informal, and brief way for the audience to submit questions. The answers to these questions are then public for everyone, further reducing the volume of repeat inquires.

Content management

The website can be updated by the Fund using the BBC’s own iSite content management system and is delivered using the Forge platform.

Testimonials

Within hours of launch, we saw feedback about the site on Facebook and Twitter. So don’t just take our word for it...

"I love the new look of the website, its easier to find what your looking for."
From the BBC Performing Arts Fund Facebook Page.

"Loving your work - new PAF video is superb!"
Twitter user

"Looks awesome!"
Twitter user