Whether it’s insurance, health care, municipal services or consumer products, helping an organization reach potential consumers can be a challenging task given the level of competition for attention. Regardless of the type of product or service being offered, I always work closely with clients in an effort to accurately capture their “company voice”, so the brand experience rings true for consumers when interacting with the organization.
Partnering with Coast Capital’s creative team, I helped design an updated “people-focused” approach to dealing with educating readers on important financial issues. We used a combination of story-telling and guest submitted examples to engage and interest readers in common financial issues / situations that may typically be thought of as lifeless or monotonous.
This high-end painting and decorating firm has a 25-year history of premium quality and tailoring their work to each client’s unique tastes. However, they were looking to make inroads into marketing their services to key professionals in the industry. I developed a content voice for the new site, focusing on key interest areas identified while also integrating this content with a consumer-oriented portion of the site.
When site traffic topped one million unique visits in 2010, the City of Coquitlam’s Communications leadership realized their web site was a vital touch-point for this rapidly growing municipality and in serious need of an upgrade. Working with a technology partner, I led a research process that included research such as:
- Facilitating focus groups with Coquitlam residents and businesses
- Drafting an electronic survey to be served up to all site visitors during a two-week period.
- Analyzing site traffic to determine user behaviour patterns and explore trends
- Reviewing a host of peer sites to determine best practices and compare Coquitlam’s offerings with similar Lower Mainland municipalities
Results launch new City site project: After I compiled the research results and a wide range of recommendations into a 100-page report, we presented the findings to municipal leaders. This helped support the City’s decision to revamp its public face to better meet the needs of a diverse and growing user base.
New site, new content approach: As part of an RFP-winning project team with my technology partner, we began designing and building the new site. As well as being involved in developing the Information Architecture, a key deliverable of mine was working with City Communications staff on a content migration strategy, dedicated to ensuring content on the new site would be updated, relevant and aligned with a new content approach. As part of this, I developed and delivered a web content preparation workshop for 30+ web content producers.
I worked closely with the owner for this innovative Vancouver-based start-up company to find and develop a corporate voice for a brand new kind of company. Offering high quality in-home food preparation and cooking at reasonable prices, this market was in its infancy. I not only prepared content for the site, but supplied them with new employee orientation materials as well.
Established in 1928, this successful insurance broker based on the Lower Mainland had a web site that seemed inflexible and out of date. I worked with client to develop content for the web site and ensure all services and offerings were clearly featured, bringing their web site up to speed.
This Surrey-based retractable screen company was looking to establish a more active and vibrant web presence online. I worked with the marketing manager to develop an effective editorial schedule for blog posts, and I drafted content for numerous web pages, as well as many blog posts.
Over the past two years, this local window has grown in leaps and bounds and now offers a wider range of products (including doors and skylights). With an audience that ranges from individuals looking for energy-efficient windows for a home renovation to multi-family home developers to commercial building owners or lessees, we’re taking a very deliberate approach to serving each audience in a unique way on the site.
This luxury charter service offers exclusive West Coast vacation experiences to discerning clients. We revamped the site content to reflect the subtle attention to details that captain and crew attend to.
I’m currently working with this local supplier on a revamped site that will highlight their competitive advantage in the market – their depth of knowledge in DIY and custom foam solutions and ways to help potential customers make wise purchasing decisions when it comes to foam. Site launch is anticipated for late 2016/early 2017.
While developing web content for the growing site of this rapidly up-and-coming Vancouver start-up company, I was sure to highlight their innovative service offerings available for both retailers and consumers.
This Surrey-based insurance company took a strong customer-oriented approach to meeting its growth targets by attracting new customers through a revamped web site. Working with a technology partner who provided guidance on optimizing SEO and built the back-end technology platform, my role was to:
- Design the Information Architecture
- Project manage as well as develop content for all of the site pages.
- Write blog postings before the client took their process internal.
Together we helped Westland with a site that drives new business to their offices and telecentre.