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Project Summary
Women in Film & Television - Toronto has a compelling mission to empower women to succeed in media. The website wasn't getting the traction that they needed, however. I worked with WIFT-T's forward-thinking Executive Director, Heather Webb and Marketing Manager Kadon Douglas to level up their website. The result was a contemporary look with streamlined content, overflowing with images of real members and playful illustration. The redesign led to membership rebounding, decreased bounce rates and skyrocketing member engagement.
Project Highlights
- 10,000 unique visits increase
- 20% decrease in bounce rate
- Membership and engagement up
- Members volunteer to write for blog
Capturing Attention
To draw and maintain attention, I worked with the WIFT-T team to deliver a virtual smorgasbord of lively visuals, compelling copy, and charming illustrations–including likenesses of staff, members and donors.
Fuelling the Change
To increase donations and encourage member engagement, I introduced the concept of "Fuel the Change." The site features Inspirational stories from members who donate to WIFT as a form of “paying forward” the career benefits they have gained through membership.
As "early career" members may not be in a position to make donations yet, we devised a number of ways to get involved and make a difference that went beyond donations.
