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

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.

Sun Life Financial

Background

Sun Life Financial is a Canadian-founded, global-industry financial sector leader specializing in group benefits, group retirement savings and individual insurance and wealth. They approached Spryberry with an ask for two separate but linked strategic projects.

Strategy

Developed a media strategy and creative design repository to promote a new proprietary digital tool via social media to grow qualified leads for Sun Life’s Individual Business arm.

Solution

• Developed a media strategy and creative design repository to promote a new proprietary digital tool via social media to grow qualified leads for Sun Life’s Individual Business arm.

  Developed 360-degree media and creative strategy focused on the ideal target audience, their online journey and their awareness levels.

• Media strategy focused on lead generation through social media platforms by reaching audiences at various stages within an awareness funnel: prospecting new leads, through retargeting them with nuanced messages, through driving qualified conversions.
• Development of a bank of creative assets to test within existing marketplace of Southern Ontario, and expand throughout the country.

Results

• Presented Sun Life Financial with actionable, tactical recommendations to grow qualified leads on their product.
• Developed a bank of creative materials consisting of 8 x : 15-second animated videos, 8 x : 15-second live-action videos, 4 x display ads, and 12 versions of social media copy to be used on Facebook, Instagram and LinkedIn.

Best-in-class social media

Presented an overview of best-in-class social media practices and recommendations and conducted an audit of Sun Life Financial’s current social media management processes, guiding improvements to social media management structure and internal communications platforms and systems.

Solution

• Conducted a global competitor scan focusing on North America (primary competitor market) and Europe (secondary market) of companies excelling at social media. Advised how Sun Life could adopt similar practices in their organic and paid social offerings to reach its ultimate goal of being “best in class” in social media.
• Provided detailed recommendations on implementing a proprietary social media hub for first and third-party financial advisors, which would provide them with training and tools to become social media ambassadors for the Sun Life Financial brand.
• Conducted extensive research on social media management structures and made recommendations as to how to structure social media teams within Sun Life Financial to serve best their goals of being client-experience-focused and best in class on social media.

Results

• Provided a comprehensive overview of competitor examples of how a strong social media presence and organizational structure benefits company reputation, brand, and sales.
• Provided Sun Life Financial with an actionable, short-term and long-term road map to achieve their goal of being best in class on social media.