From emailed forms to 48 applicants in one month.
A redesigned national event website and dynamic application system brought in 48 applicants in its first month — around one third of the number usually received over eight or nine months. A separate £199.98 paid social test generated 39 form leads at £5.13 each.
- 48
- applicants in the first month
- 39
- form leads from the paid test
- £5.13
- per form lead
PROJECT CONTEXT
The operating reality before the work began.
An internationally recognised annual choral event with a thirty-year history relied on applicants downloading a form, completing it and emailing it back. That created a poor experience for applicants and a manual process for the organiser, who then had to track and manage every application.
02 · THE RESPONSE
The work, made visible and useful.
- STEP 01
Rebuilt the website with current content and photography to better represent the event, its musical standards and its community.
- STEP 02
Introduced a dynamic application form, with applicants automatically sorted and saved in a system the organiser can access, edit and manage without the old email chase.
- STEP 03
Supported a test of social media marketing for a new niche audience, using a tightly controlled budget to see what the channel could deliver.
03 · THE EVIDENCE
Recorded outcomes from the project, not projected promises.
What the work actually produced.
48 applicants arrived in the first month after launch — around one third of the number the organiser would normally receive over eight or nine months.
The 28-day paid social test (24 February–24 March 2025) spent £199.98 and generated 39 form leads at £5.13 per lead.
That test recorded 42,586 impressions and reached 11,419 people while it introduced the new niche audience to the event.
In 2026, the organiser reported 191 people on the books, with more than 180 expected on stage for the main concert, compared with 136 the previous year.
The application journey is now dynamic and easier for both applicants and the organiser to manage.
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