Stage Entertainment began on its change journey, conducting an audit of its current digital assets/properties and an analysis of what they ideally needed, including an ideation session that brought together the managers of various regional websites. As a result of these activities, the company was able to identify a number of key requirements for the new site, including:
- Employ personalisation and allowed for experimentation.
- Greater reliability and durability of their digital presence.
- Centralised on a single platform to ensure delivery of consistent experiences.
Acquia Lift and Inviqa Deliver Solutions
Ultimately, Stage Entertainment chose Acquia Lift as its platform, and tapped Inviqa as it partner on the project. After leading discovery workshops, Inviqa ultimately created a new content architecture for Stage Entertainment which captured all of the individual sources of content and mapped it through to where content would actually be used – whether that was on the website, in-theatre displays, back of seat displays, etc.
“This central delivery platform meant that regional content creators didn’t have to worry about creating a website design from scratch with each production — all they needed to think about was the content, and the system would ensure that it was distributed to all of the right places,” said Myles Davidson, director of content management practice at Inviqa.
The new architecture also supported the greater personalisation Stage Entertainment wanted.
Using the model Inviqa created, Stage Entertainment could develop personas that took into account where in the journey different personas would be interacting with the brand, allowing Stage Entertainment to offer truly tailored experiences with relevant content.
“We are building up our personalisation capabilities, rather than going for the ‘big bang’ straight away,” said Mohammed, emphasising Stage Entertainment’s focus on starting small and working with more easily-accessible data first.