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Boston Ballet

The Client:

Founded in 1963, Boston Ballet has grown to be one of the largest and most beloved cultural organizations in New England, and is now counted among the top ballet companies in the world. Its world-famous performances draw an annual audience of over 240,000. Boston Ballet also operates an affiliate school. The Boston Ballet Center for Dance Education is the largest ballet school in the country, serving more than 2,000 students age 3-21, and offering numerous educational and outreach programs for the entire community.

The Content Engineering Challenge:

As one of the leading dance companies in North America, Boston Ballet attracts several thousand visitors a week to its Web site (www.bostonballet.org). The Ballet wanted to take advantage of its site's popularity by capturing visitor information, fostering its patrons' loyalty, creating a sense of community, and building its subscriber and donor base.

Boston Ballet knew they could be using their Web site more effectively as a marketing and community-building tool, but they were hamstrung by a cumbersome maintenance and updating process. Their busy marketing and PR departments didn't have time to learn HTML and couldn't afford to dedicate a full-time staff person to Web maintenance.

Moreover, the Development department knew that important corporate sponsors would be attracted by the potential of such a large Web audience, but Boston Ballet lacked any way to collect the detailed data about its Web traffic that prospective sponsors would need to see.

Consequently, the Ballet was unable to capitalize on its high Web traffic either for marketing or development purposes.

Our Solution:

Pandora Systems analyzed Boston Ballet's Web situation and saw two key areas that needed improvement. First, Boston Ballet needed a way for non-technical users to access, update and add content easily and quickly. Second, the Marketing and Development departments needed a way to capture important traffic data and create detailed reports on visitor numbers and frequency.

EngineNuity, Pandora's hosted Web services platform, offered solutions to both of these issues. EngineNuity's built-in content-editing tools let users from all over the Ballet's organization access their Web content and update it at any time, from any computer with a Web browser and a high-speed internet connection. From EngineNuity's Web-site management console, Marketing and Development staffers can now access detailed daily reports on site traffic, including number of unique visitors, number of total visits, geographic distribution of users, and which specific pages receive the heaviest traffic.

In addition, Boston Ballet has taken advantage of
EngineNuity's other features, including its Email Marketing Tool, which lets Boston Ballet send out personalized email messages to its various marketing and development lists. Best of all, because EngineNuity works with any Web design, Pandora systems was able to implement the new Web look and feel, designed by Sametz Blackstone to integrate with Boston Ballet's overall branding.

Their Benefits:

• The EngineNuity platform's built-in, web-based editing tools allow users to edit, add and remove content -- quickly, easily and securely -- from any computer with a high-speed Web connection.
• EngineNuity's email marketing tool lets Boston Ballet's marketing and development groups manage all of their electronic mailing lists, create and schedule new mailings, and check response rates, all using a single Web-based console.
• Boston Ballet now receives accurate and detailed site traffic reports, compiled daily and delivered in an easy-to-read, Web-based format.

For more information on Pandora Systems' services, please contact Jay Rothschild.

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