Playmakers Rep, the professional theatre in residence at the University of North Carolina at Chapel Hill, is “one of America’s leading theatre companies.” But their website did not reflect the quality of their performances. Playmakers approached us to help them update, re-architect and redesign their website to promote online ticket sales through their new ticketing system, as well as educate their audience about their mission and involvement in the performing arts community.
For the theatre, everything revolves around the show (ticket sales, really, let’s be honest), so that was where we started strategically and creatively — with the Show page. Playmakers preferred bold colors and big imagery, which bring the show to life on the site. We established connections in the CMS between shows, seasons, artists and stories posted in the blog, allowing site visitors to explore the shows, the performers and the stories organically, yet always keeping purchasing tickets as a primary call to action.