Aboriginal Firefighters Association of Canada (AFAC) and National Indigenous Fire Safety Council (NIFSC) Brand, Marketing Materials, and Web

Client

AFAC operates as a consortium of regional First Nations emergency and fire service. They are currently leading the NIFSC project focused on improving fire safety in all First Nations communities across Canada to protect and enhance quality of life, health, and safety.

Challenge

Phase 1

AFAC had a website that didn’t accurately explain their focus and programming. It was difficult to navigate and manage. The dual-language toggle on the site limited the user to choosing French or English at an initial landing page. AFAC also had a separate website for its key program, the Indigenous Fire Marshal Office, that also had problematic structure and design. The separate sites were unnecessarily splitting their audience and causing confusion around the actual organization and program structures.

AFAC and IFMO also needed a brand refresh to better align with their goals that focus greatly on fire safety and downplay firefighting. Their newsletters and information packages were disjointed and needed to be brought in line with a new brand direction.

Phase 2

In 2020, IFMO was renamed the National Indigenous Fire Safety Council project to better align with the direction of the project. A completely new brand was undertaken to focus on the project itself. With the project gaining speed and complexity, there is an ongoing need to communicate the purpose and status of the project, and securing support from stakeholders.

Solution

Phase 1

• Comprehensive digital strategy that included SEO research, content strategy, and site mapping to bring the two sites into one and establish the best approach for future development
• Implementation of a robust language toggle allowing users to switch languages on any page
• Responsive design and fast load speed to serve communities with limited internet and cell service
• Brand standard manual and execution across all mediums

Phase 2

• New brand developed for the renamed organization
• Digital strategy for the development of NIFSC website focused on the project. Plan for pushing traffic to new site
• Social media awareness campaigns, and campaigns for lead generation and events

Result

Phase 1

A reliable single site that is easy to manage. SEO for the site has improved dramatically since launch, showing better reach and engagement with the site. The brand has been implemented on several print pieces and used across Canada at conferences and meetings.

The new site launch has given the IFMO/AFAC site a new position for 25 key search terms (we started with 0, and it’s growing every week). The new ranked keywords increased monthly search impressions by 816%.

There has been a 1943% (20x) increase in organic search traffic since the new site launched, a change from fewer than a dozen visitors a month to over 300.

Phase 2

• Rebranded site for NIFSC. Increased followers and mailing list by 30%.
• Ongoing social media management on 4 channels.
• Promoted and organized regional stakeholder information sessions — online forum for learning about the project and creating dialogue.

The branding project

This branding project was scheduled over a four month period to align with meetings of the governing advisory board. The advisory board was comprised of industry professionals from 9 different Indigenous communities representing all regions of Canada. The board was needed to provide direction and vision for the brand. It was Spryberry’s role to find the common ideas that spanned all Peoples and regions as well as representing the purpose of the NIFSC.

We facilitated two branding sessions with the board. Each of the board members provided their insight into their vision of the brand and logo. This was a roundtable discussion with the Elders in the group providing guidance. The ideas put forward reflected the individual’s place on the land, cultural history and stories. Some were similar and others were quite varied.

The board asked us to use an independent Indigenous artist to create the icon for the logo. We selected and then collaborated with the artist in creating five concepts that covered the board’s vision. These were presented to the NIFSC executive director who provided initial feedback.

Four of the concepts were presented to the board. We provided a story for each concept to help align what they were seeing with their vision. The board provided feedback with a request to refine one of the concepts. We worked with the artist to refine the icon and presented a final concept to the board along with a story/explanation of the icon and layouts for the full logo. The final concept was approved unanimously.

Finally, we worked with the artist to create a series of backgrounds and graphic elements to further build out the brand story to ensure all regions of Canada were reflected in the brand.

Spryberry put all the elements together into the brand standards and is responsible for ensuring the brand is used consistently throughout the organization. We’ve created numerous templates, the website, and printed materials using the brand.

We enjoyed the opportunity to collaborate and listen to the ideas from the different regions. This was a challenging and fulfilling exercise in getting to know a number Indigenous Peoples and the common threads running through their cultural stories.

Other Services

• Communications planning
• Social media strategy and management
• Production of all content in English/French
• Quarterly newsletter writing, design, production, distribution
• Graphic design for print and web
• Media relations and monitoring
• Management of information updates
• Communications support to IFMO project team
• Reporting on activities and communications

Simon Fraser University, The Morris J. Wosk Centre For Dialogue

Founded in 2000, The Morris J. Wosk Centre for Dialogue at Simon Fraser University is located in Vancouver, BC. The Centre uses dialogue and engagement to create solutions, exchange knowledge, support community-engaged learning, and build capacity in the knowledge and practice of dialogue.

Problem

The Centre for Dialogue had a huge legacy site with too much data. The previous site lacked organization and contained an abundance of content that had been added without a strategy in mind.

Approach

The Spryberry team undertook a digital analysis, created new site maps, and developed a strategic refocus for different users, while using the existing SFU content management tool. The client worked with the content, with help from Spryberry with writing and editing. The process of loading the content was split between Spryberry and the client so that the client can manage their site going forward. Templates, along with guidelines and how-tos for using them from a brand perspective, were created.

Result

The goal of this project was to create a site with better organization and an improved user experience. The client has a lightweight site that cross-promotes their content and purpose in a more integrated way. The new site explores the complexity of the Centre for Dialogue in an easy to understand way.

Previous Website

Burns Lake Community Forest

The Burns Lake Community Forest covers an area of more than 92,000 hectares in Burns Lake, BC. This unique area has tremendous cultural, environmental, and economic significance to the area and strives to create and maintain beneficial relationships for recreation, education, First Nations partnerships, and communities.

Problem

The Burns Lake Community Forest was looking for a way to drive traffic to the website. They needed an attention-grabbing way to showcase the uniqueness of the community forest and tell the story of why it is so special and why it’s good for the community.

Approach

Information was pulled from a report to create a series of Q & A sets, which were turned into animations, similar to pop-up videos. Spryberry also took the lead in arranging the voice over and animation work. These animations will be used on their website and a local cinema will run them in a trailer before movies.

Gummy Geek

Gummy geek, based out of California, is a newcomer to the gummy vitamin business. As a new company, the client needed the full suite of services: brand strategy, story voice, logo development, packaging, product animation, social media, social and search marketing campaigns, digital website strategy, and positioning in the marketplace. We also assisted in setting up an ecommerce store and, as they plan to sell primarily on Amazon, we worked with an Amazon specialist to align their strategy accordingly.

College of Dietitians of British Columbia

Founded in 2002, the College of Dietitians of British Columbia establishes, monitors, and enforces competent, safe, and ethical dietetic practice. Charged with developing and enforcing standards of practice and the code of ethics, the College approves education programs, assesses internationally educated dietitians, sets the requirement for continuing competence, and investigates complaints and concerns.

Problem

The original site contained an abundance of old content and was poorly organized. Much of the information on the site was outdated; for instance, staffing changes had not been updated. The site was loaded with PDFs for users to download but was not searchable or user-friendly.

Approach

To determine the baseline of the current site, the Spryberry team conduced a SEO analysis of the and tracked user flows. This allowed new users to be identified. It was also discovered that many people search for “what is a dietician?” and “how do I find a dietician?” While this is not their purpose, it is important that they are the leading voice on the topic and appear in those searches. Therefore, content was added to make the site visible for these users.  A simplified site map was created to improve user flows. The client did the work on their own content with direction from Spryberry on how to edit it for themselves. Spryberry also redesigned the site to give it an authoritative but friendly look.

Result

The new site is more streamlined and concise. Extra information was removed, and the remaining information was organized in a logical and useable manner. Visually, the site is clean and professional looking. SEO reporting will be conducted down the road.

Previous Website

Brainpower 360

Client

Brainpower 360 helps both employers and employees by providing high-calibre permanent and non-permanent staffing workforce solutions. Technically focussed, they have an expanse of, and also well-established client portfolio.  They have successfully placed a number of technical candidates Canada-wide and across the globe.

Problem

In order to grow, Brainpower 360 needed a new, responsive, SEO optimised website. At its core this project also aimed to unite two separate business sites – an executive search site, alongside a team and leadership development site.

Approach

We started with comprehensive digital strategy that included SEO research and complete reorganization of the site content structure. Consultation and advice were fundamental to project success – we consulted with our client at every stage, advising on integral content, alongside the advantages of merging website content for SEO improvement. In bringing two brands together under one umbrella, we created assets that can be identified as unique to each business and also complimentary as part of the larger brand family.

Result

With the new site recently launched, our team will be monitoring its success moving forward. Already our client has received excellent feedback from both former and new clients, and analytics are showing improved reach in search.

Previous website

AimSmart Coaching

Client

AimSmart coaching provides sales coaching and training services. Ira Wolfe brings more than 30 years of sales experience to his one-on-one sales coaching service and his sales training service. Sales coaching helps clients to clarify their vision and create a step-by-step process with achievable goals. Clients can also learn new skills and techniques and upgrade their existing skills through sales training. AimSmart Coaching is highly personalized and tailored to the clients’ needs.

Problem & Solution

The website for AimSmart Coaching was dated. The Spryberry team undertook SEO research to develop a new strategy and a new site map was created. New content was written for the site and a blog was created. In addition to the updated website, Spryberry developed lead generation strategies including a lead magnet to attract new clients. Brand refinement was also done, including a creative brief for the photographer to use to capture the best shots for the client.