New Website Designed to Help Bring New Investment

Website | The Corporation of the Township of Ignace
Abstract:

Purpose
Following years of economic decline, the people of the Township of Ignace (pop. 1,200) in Northwestern Ontario were ready to make a change. In the last 12 months, community leaders undertook a strategic Master Plan exercise, designed to take the community beyond a short-term thinking approach to one that is long-term and sustainable.

To meet this challenge a new website was developed, in conjunction with the design and development of a new brand and tagline (see separate EDAC submission). The goal of the website was to highlight the Township’s unique features and possibilities and demonstrate that the Township is progressive, forward thinking and is building the right capacity to accommodate sustained growth and development.

Target Audience
Local residents and businesses, as well as prospective visitors, residents and investors looking for the kind of possibilities Ignace has to offer.

Challenges
The old website was out of date and difficult to use: difficult for staff to update, and difficult for residents, businesses and prospective investors to navigate and find relevant content. This contributed to the poor reputation the Town had for communicating with the community, and difficult to attract investment.

By effectively conveying the vision of the community to provincial and federal funders and aligning project deliverables to funding program criteria the Township successfully leveraged the necessary funding. This was a clear indication that both levels of government buy in to the Township’s progressive approach to sustained development and strategic direction.

Outcomes (Meeting Objectives)
Once the new brand was developed, the look and messaging were transferred to a fresh, new web structure; one built upon the open source Content Management System (CMS) Joomla. Understanding the importance of consistency of all brand and messaging, the new website was created to reflect the essence of the important elements that came out of the brand development process.

The invitation to visitors, potential residents and businesses is best summed up in the tagline – ‘Explore our Possibilities’. To emphasize this, the domain URL www.ExploreOurPossibilities.ca and .com were purchased. This domain name may be used in marketing materials and promotions, and redirects to the Township’s main website at www.IGNACE.ca

Sustainability
o support sustainability, the open source Content Management System (CMS) Joomla was chosen. This CMS system is non-proprietary, which means the site content and structure can easily be updated, maintained and hosted by alternate supplier(s) should the need arise.

Features of the new website include:
Mobile responsive (may be viewed on mobile devices)

  • Bilingual presentation (through Google Translate)
  • One-click navigation
  • Automatically displays links to most-requested pages
  • Easy to update event calendar
  • Seamless integration with legacy document storage
  • Easily presents videos to reinforce brand message
  • Integrated Social Media
  • Accessibility
  • Effective site content search
  • Search Engine Optimized for improved search ranking
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