Transforming a Musical Legacy into a Digital Powerhouse: MacPhail.org

MacPhail.org

Results at a Glance

Improved user experience with intuitive navigation and streamlined class registration process
Implemented an online registration and payment system, resulting in $1.8M in online revenue in the second year, meeting leadership expectations while improving user experience and reducing administrative burden on staff.
Created a distinctive brand identity through emotional imagery and vibrant colors that differentiate MacPhail from competitors
Achieved 40% mobile traffic shift, validating our mobile-first design approach (50% to 70%)
Increased average session duration by 60% from 1:35 to over 2:30 minutes, significantly improving user engagement
Enhanced conversion rate by 76% (1.93% to 3.4%), directly increasing student enrollment
Simplified content management system reducing IT dependency and contractor costs, resulting in a substantial budget reduction

The Client

MacPhail Center for Music is the largest and oldest community music school in the country, serving over 15,000 students of all ages each year. With a 100-year history, MacPhail is renowned for high-quality instruction, innovation, and diverse program offerings. The institution features state-of-the-art facilities, including a professional music theater and sophisticated teaching spaces.

The Situation:
Opportunity for Modernization

MacPhail's leadership recognized that redesigning the website could significantly enhance students' online experience, aligning it more closely with the organization's status and future goals. The objective was to upgrade the digital platform to support the institution's mission more effectively and engage its audience in an innovative landscape.

Digital Experience Enhancement

Program Discovery Enhancement: Customer research revealed opportunities to improve the website's design, enabling users to quickly discover MacPhail's rich program offerings, event information, and helpful content at all stages of the customer journey.
Modern Enrollment Capabilities: By introducing online payment, registration options, and event ticketing, we could create authentic human connections through convenient digital touchpoints.
Integrated Systems Approach: Connecting MacPhail's technology systems presented an opportunity to streamline the end-to-end customer journey while enhancing cross-functional collaboration between departments.
Dynamic Homepage Experience: Creating a flexible, easy-to-update, yet visually consistent homepage would better support strategic storytelling, showcasing the vibrant and engaging atmosphere that makes MacPhail's physical locations special.

Impact on Operations and Growth

The challenges in the digital experience were not merely aesthetic concerns. They placed undue strain on sales and student services, requiring tedious manual effort for tasks that could be simplified. These limitations significantly restricted MacPhail's capacity to expand its online reach, explore e-commerce opportunities, and fully leverage the digital space for growth and enhanced engagement across all customer touchpoints.

My Role

Project Vision Lead & Implementation Director

As the driving force behind this website transformation, I:

Identified the need for a complete rebuild and developed the initial concept, budget, and project scope
Created and successfully presented the pitch and project proposal to senior leadership & BOD
Organized the selection process and project managed external consultants and development partners
Collaboratively architected the "grid" navigation system that fundamentally improved the user experience
Orchestrated the design of a custom block system that empowered marketing staff to maintain content independence while preserving brand integrity
Collaborated with our graphic designer to create page layouts and information architecture
Authored most website copy and refined the brand identity
Advocated for increased visual storytelling through expanded video and photography

This collaborative project benefited tremendously from our talented in-house graphic designer, skilled contract developers who brought technical solutions to life, and a design firm that helped enhance our visual language. By assembling and directing the right team of specialists around a clear vision, we achieved exceptional results that directly impacted organizational success.

Contents of Navigation Before

Contents of Navigation After

What We Did

A comprehensive digital transformation that unified branding, improved user experience, and simplified web management by boosting the technical infrastructure:

Brand Refresh: We evolved MacPhail's visual identity with rich color gradations, animated background patterns, and dynamic imagery of students and teachers immersed in musical expression, capturing the kinetic energy felt when visiting MacPhail's physical locations.
User-Centric Information Architecture: We simplified the site map and navigation based on user behavior and needs, making it intuitive for visitors to find programs and register online.
Mobile-First Design: We optimized the entire experience for mobile devices, anticipating the shift toward mobile browsing that accelerated after launch.
ActiveNet Integration: We established seamless connections between the website and ActiveNet, allowing for online registration, payment processing, and class management. (We later added event ticketing capabilities.)
Content Marketing Platform: We developed the "Read.Watch.Listen" blog to establish MacPhail as a thought leader, answering common questions from prospective students and paving the way to super-size the use of content.
Simplified Content Management: We implemented template-based systems that empowered marketing staff to update content without technical assistance.

Results

The transformed digital ecosystem delivered!

200% growth in e-commerce revenue.
The vibrant, music-inspired design established a distinctive visual identity that immediately communicates MacPhail's energy and expertise.
The templated grid format for browsing made finding and filtering options intuitive, while detailed information displays facilitated easier registration.
Mobile optimization proved prescient as mobile usage grew from 50% to 70% within one year of launch.
Online registration and payment capabilities reduced the administrative burden on staff while improving the enrollment experience for students.

The project successfully elevated MacPhail's digital presence to match its prestigious reputation in the music education industry, creating a platform that supports continued growth and innovation.

Moving Forward

By bridging the gap between MacPhail's world-class in-person experience and its digital presence, we've created a foundation for future initiatives, including expanded e-commerce, online programming, and personalized content delivery. The flexible system we developed can evolve alongside MacPhail's needs, ensuring its digital presence continues to resonate with audiences for years to come.

This project demonstrates my approach to solving complex marketing challenges through strategic thinking, collaborative problem-solving, and meticulous execution.

Translate a legacy organization's needs into a digital experience
Develop comprehensive content strategies that honor a brand's heritage while stimulating growth
Execute across multiple channels while maintaining brand consistency
Deliver measurable results that exceed goals

As a marketing professional, I bring the same approach—creative problem-solving and results-focused execution— to every project, helping established businesses navigate digital transformation while preserving their core identity.