Interactive Media Associates and the Boston Ballet School Launch Class Registration

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Built on the IMA Enterprise Performing Arts Framework, integrating eCommerce, content management, and box office intelligence

Interactive Media Associates, Inc. (IMA), a digital agency specializing in the planning, development, and marketing of Web services, today announced the release of the Boston Ballet School’s registration module, allowing parents and adult students to sign up and pay for classes online.

Visitors to the Boston Ballet School, located online at, can learn about the School’s various programs, ranging from classes for children, pre-professional dancers, and adults, which are offered in four different Boston-area studios: Newton, Norwell , Boston’s South End, and Marblehead. A comprehensive Student/Parents Services section (at offers everything from dress code to wellness tips to career services, as well as a Parents Association. School events are included as part of Boston Ballet’s comprehensive Calendar functionality (seen here:, where users can see a filtered view of school-only events. Working together with Boston Ballet School staff, IMA was able to re-architect the entire school section to enhance the user’s experience, enabling them to find what they are looking for quickly and easily.

Chief among the new achievements of this rollout was the ability to automate Boston Ballet School class inquiries, registrations, and placement. Previously, Boston Ballet School staff utilized a manual paper process to register all students. Each student or parent was required to fill out and send in a form, which the staff would then need to key into their backend systems. This system was prone to user error and absorbed enormous resources in staff dollars, time and aggravation.

The new online registration system is completely automated with Boston Ballet School’s backend systems, which allows staff members considerably more time to organize the coming term. Parents and students have instant confirmation of the classes they have enrolled in, or put on a waiting list if the class is full.

The registration system is built on the foundation of IMA’s Enterprise Performing Arts Framework, which integrates content management, eCommerce, and box office software into a single system, leveraging each tool for its own particular strengths. By creating a family profile – in which parents can add multiple children – the system automatically recognizes each student’s training level and offers only the appropriate classes. Classes are further filtered by the location selected. Students who are new to the school are given specific class options based on the student’s age, which reduces their trepidation about selecting the wrong class. Both classes and profiles are dynamically compiled from the Tessitura box office system, which means that site visitors are seeing only the most up-to-date information. And finally, parents can opt to select one of three payment options – including an off-line option – to enroll students in classes.

*About Interactive Media Associates*
Interactive Media Associates, Inc. (IMA) is a digital agency specializing in the planning, development and marketing of Web services. The company provides expertise in strategy and planning; Web site branding and design; content management; Web application development for eCommerce and portals; and interactive marketing, including SEO/SEM, eMail marketing, social media, and reputation management. Through its ReliaServe subsidiary, IMA also offers site hosting. IMA is an agency partner of such leading Web software providers as Omniture, Ektron, Elastic Path, and Bronto. For additional information, visit, email info(at)imediainc(dot)com or call (973) 539-5255, extension 1.

*About Boston Ballet*
Since 1963, Boston Ballet has been one of the leading dance companies in the world on stage, in the studio and in the community. Under the leadership of Artistic Director Mikko Nissinen and Executive Director Barry Hughson, the Company maintains an internationally acclaimed repertoire and the largest ballet school in North America, Boston Ballet School.

Boston Ballet maintains a repertoire of classical, neo-classical and contemporary works, ranging from full-length story ballets to new works by some of today's finest choreographers. Boston Ballet's second company, Boston Ballet II, is comprised of pre-professional dancers who gain experience by performing with the Company and independently, presenting lecture-demonstrations and special programs to audiences throughout the Northeast.

Boston Ballet School, the official school of Boston Ballet, has a long-standing dedication to excellence and access and reaches more than 10,000 students ages 2-adult each year through Boston Ballet School classes, Summer Dance Workshop, Summer Dance Program, Citydance, Taking Steps, and Adaptive Dance. The wide array of dance programs are held at four studio locations in Boston, Newton, Norwell and Marblehead, as well as community centers and in Boston Public Schools.


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Michelle Cameraon

Aimee Kessler Evans
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