Case Studies

webdesign-header

Atlanta Jazz Festival Mobile Channel

Challenge
The Atlanta Jazz Festival’s website was not mobile friendly, so attendees had a difficult time viewing Festival information on their mobile phones when they were actually at the Festival site in Atlanta’s Piedmont Park. In case of a line-up change, the website also would be difficult to update quickly. Additionally, the City of Atlanta Mayor’s Office of Cultural Affairs (OCA) was spending hundreds of dollars on printed line-up schedules for Festival attendees.

Solution
c21 recommended building a mobile channel for the 40th Atlanta Jazz Festival. The fully-branded mobile channel – essentially a mobile-first website – was quick to build, affordable and easy to update with on-the-fly line-up changes.

Along with the line-up being easily accessible from Festival-goers’ mobile phones, the annual Atlanta Jazz Festival survey also was available with one tap from the mobile channel, meaning the OCA could cut back on printing costs for the surveys, along with the printed artist line-up programs.

Results
The Atlanta Jazz Festival mobile channel was a hit in both 2017 and 2018. For its inaugural year, more than 1,500 people used the channel, with users spending an average of 3:58 on the channel. In 2018, more than 2,000 people used the mobile channel and the average time spent on the site increased to more than four minutes. The survey link was clicked 779 times.

In 2017, c21 won awards from both PRSA Georgia Chapter and IABC Atlanta for our work creating and implementing the Atlanta Jazz Festival mobile channel.