As part of a new public affairs campaign and communications strategy, the CBA required a Web site that delivered tailored messages to its target audiences including media, government regulators, and the general public.  The site had to integrate and support its Building a Better Understanding program, which included a national advertising campaign and 14-booklet series on a variety of financial topics.

An extensive audit was conducted to establish key objectives and identify audiences, define measurement benchmarks and outline criteria for appropriate site content. The results of the audit allowed High Road to design an information architecture that was both usable and intuitive, delivering the key messages to a particular audience in as few clicks as possible.

The CBA’s publication ordering process and information dissemination processes were reviewed and changed to be deployed over the web site.  After the launch, more than 80 percent of publication orders were handled on-line and call volume to the CBA Public Affairs department was reduced by fifty per cent.

A comprehensive back-end database was also built to handle publication order fulfillment, measure site statistics and track site usage. In addition, a content development plan was used to organize and create new content for the Web site. iStudio oversaw the entire site development process, and worked closely with the CBA’s small public affairs team to deliver a new Web site in a tight time frame.

Since its release, the site has received positive reviews by the CBA’s key audiences and has become an integral part of their communications program.  As a result, requests for information have decreased and site traffic has increased exponentially, now averaging 40,000 unique visits a day.  More than 95% of the CBA publications have now been fulfilled through its Web site, with over three million booklets ordered by the general public, teachers and bankers.