A Website Members Love

A new website raised the profile of Women in Film & Television - Toronto. Member engagement skyrocketed, while bounce rates took a nose dive.

Women in Film & Television - Toronto
Brand Update, Web Design / Dev
Heather Webb, Former Executive Director

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

The experience was streamlined by letting members self-select the content relevant to their career stage.

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.

Creative Director & Principal Designer: Suzanne Reeves; Designers / Illustrators: Natalie Gilson, Brandyn Hansen, Melissa Archer

Suzanne brought incredible passion, creativity and marketing acumen to our project, resulting in a high-quality, tailor-made communications tool that went beyond our expectations.”

Heather Webb
Former Executive Director, WIFT-Toronto

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