IDTA

A dramatic rebrand and new website for the International Dance Teachers' Association

The IDTA started the search for a company who could help them design and build a better website and came to meet with rbl as part of that process.

Insight
While we were confident we could do a good job on the website, we recognised that a more fundamental job was needed to look at the whole service proposition, messaging and identity to ensure that the IDTA was presenting itself as a leading membership organisation at the very heart of dance.

If you love dance and want to learn how to do jazz, tap, ballet, ballroom or indeed most forms of traditional or contemporary dance, then the IDTA (International Dance Teachers’ Association) is there to help you find qualified dance teachers and take exams as you progress from novice to expert. They are a large-scale membership organisation with a proud history and a global customer base.

Ideas
Participation in dance, in all its forms, is growing rapidly and consumer interest has rarely been so high thanks to TV shows such as ‘Strictly’. The website for the IDTA was badly in need of a redesign to ensure it was keeping pace with new standards for technology, design and content. The old site, which had been developed in-house, used old web technology and was a poor reflection on the quality of the dance teaching provided by the IDTA and was recognised as a barrier to membership acquisition and retention.

Impact
The outcome of all this was a repositioning of the organisation and a redesign of the logo and the overall look and feel. As a result, the IDTA is sharper, clearer and more customer-focused. Our aim through all of this was to help the IDTA establish itself as a confident leader where the quality of its communications matched the quality of its dance training and assessment.

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“My thanks to everyone at rbl who helped us through the rebranding process and website creation. The reaction to the work has been incredibly positive, from IDTA staff and members alike and represents a new chapter for the IDTA.”

Liz Murphy
Assistant Chief Executive, IDTA

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