Client: A British Columbia credit union with multiple branches.

Project Summary: Audience research phase of full a website redesign.

Role: Content strategy, content development / copywriting, coaching the in-house content team.

Goal: Create an audience-focused content and communication strategy to support an upcoming brand and website refresh.

Tasks included:

• Audience exploration and needs analysis (examples shown below) based on business goals.

• Audience  journey mapping to establish the content needs of each audience as they complete key tasks on the new website.

• Creating a corporate content strategy and writing guidelines to support the new brand direction. 

• Update the voice and tone to follow the new brand vision of being authentic and helpful, rather than intimidating and confusing.

• Coaching the in-house subject matter experts and content creators on best practices for web writing.
  
  The examples below highlight exploration exercises and insights for three of the project’s audience types.