Project

For years, CAPP produced an award-winning membership magazine called Context. Full of industry-specific content, the publication was facing challenges with decreasing readership and lack of amplification of stories outside of industry audiences. Publications would take months to print making content reactionary in nature. In a nutshell, it was preaching to the choir ... and always late to the party.

 

With the objective of increasing engagement with Canadians in the energy conversation, the Context Online project established a channel that incorporated best practices in digital communications and provided a dynamic, responsive platform to visualize content.

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Result

Simple navigation, shareable content, and proactive/responsive in nature, the new public-facing channel represented a significant shift in the energy conversation. Now audiences could explore topics, watch videos and interviews and share interesting articles to advance the discussion outside of traditional industry channels. Furthermore, to drive coordinated communications, a content editorial program was created to ensure message alignment and reinforcement of themes across all CAPP digital channels.

 

Context Online won two gold awards at the 2017 Canadian Online Publishing awards - Best Association Site and Best Brand Packaging (Consumer). The site has become the primary communications tool for engaging Canadians and will evolve to introduce subscription service and integrated email  database development in 2018.