Atlanta Jewish Film Festival

The Challenge:

The first incarnation of the AJFF website included significant issues with ticketing inefficiencies, unclear navigation and an awkward and unwieldy schedule of events and films. These issues greatly hindered their older audience members (50+) who make up 66% of the total viewing audience. Simultaneously, AJFF was attempting to engage a younger demographic without much success. AJFF urgently needed a site with a hassle-free ticketing system, a design that appealed to both young and old and user-friendly navigation for all visitors. The AJFF administrators also required an easy-to-use, yet effective, Content Management System for updating content.

The Goal:

Cool Blue’s design team created an interface that was edgy enough for the younger set, yet consistent and understandable enough for the older set. Our development team successfully integrated a third-party ticketing solution with an elaborate Content Management System framed in Drupal, which includes highly-customized calendar and schedule views and many opportunities to view films in a variety of fashions – user’s choice. Single entry of a film’s specifications into the CMS distributes the data to all possible views, ensuring the data is consistent and easily managed by AJFF.

The Results:

Cool Blue successfully delivered all objectives on time to meet the client’s print marketing drivers. As a result of the new and improved AJFF website, the festival realized a 13.5% increase in ticket sales (14,138 to 16,051 tickets sold) from the 2008 Atlanta Jewish Film Festival event. The “Print at Home” ticketing fulfillment option resulted in 85% of purchased tickets being printed at home. This function reduced the labor-intensive “Will Call” system by 78% - i.e., 78% fewer customers used “Will Call” to acquire their tickets, realizing a staff resource savings for AJFF overall.