New regulations for cannabis usage came into effect in October, 2018. To let visitors know what’s allowed and not allowed when visiting a Parks Canada location, it was important to have a single page that outlined the different rules across the country and within some municipalities.
The web strategy took into consideration that some locations required additional content or had additional municipal complexities. A short URL was established to use on printed signage posted at parks and sites.
URL: https://www.pc.gc.ca/en/voyage-travel/securite-safety/cannabis
[ms_divider style=”normal” align=”left” width=”100%” margin_top=”30″ margin_bottom=”30″ border_size=”2″ border_color=”#f2f2f2″ icon=”” class=”” id=””][/ms_divider]
[ms_row] [ms_column style=”1/3″ align=”left” class=”” id=””]
Create web strategy
Deliver a web strategy for national and park pages that aligned with visitor safety, corporate communications and social media requirements.[/ms_column]
[ms_column style=”1/3″ align=”left” class=”” id=””]
Collaborate with field staff
Write clear instructions and provide a content template that field staff could use to create local information pages.[/ms_column]
[ms_column style=”1/3″ align=”left” class=”” id=””]
Simultaneous launch on over 200 sub-sites
Publish a link to the national cannabis page on cannabis from every park and historic site webpage on the announcement day.[/ms_column] [/ms_row]
[ms_divider style=”normal” align=”left” width=”100%” margin_top=”30″ margin_bottom=”30″ border_size=”2″ border_color=”#f2f2f2″ icon=”” class=”” id=””][/ms_divider]
[ms_row] [ms_column style=”1/2″ align=”left” class=”” id=””]
[ms_panel title=”Content design” title_color=”#000″ border_color=”#ddd” title_background_color=”#f5f5f5″ border_radius=”0″ class=”” id=””]
- [icon name=”check” class=”” unprefixed_class=””] SEO and plain language optimized
- [icon name=”check” class=”” unprefixed_class=””] Organized by province / territory
- [icon name=”check” class=”” unprefixed_class=””] Copy is as minimal and direct.
[/ms_panel]
[/ms_column] [ms_column style=”1/2″ align=”left” class=”” id=””]
[ms_panel title=”Visual detail” title_color=”#000″ border_color=”#ddd” title_background_color=”#f5f5f5″ border_radius=”0″ class=”” id=””]
- [icon name=”check” class=”” unprefixed_class=””] Standardized list of content elements for consistency
- [icon name=”check” class=”” unprefixed_class=””] Use of icons and colour to assist scannability
[/ms_panel]
[/ms_column] [/ms_row]
[ms_divider style=”normal” align=”left” width=”100%” margin_top=”30″ margin_bottom=”30″ border_size=”2″ border_color=”#f2f2f2″ icon=”” class=”” id=””][/ms_divider]
[ms_row]
[ms_column style=”1/3″ align=”left” class=”” id=””]
Who was involved
- Visitor safety team
- Corporate communications
- Field Units
- Web team (content and design)
[/ms_column]
[ms_column style=”1/3″ align=”left” class=”” id=””]
What we did
- Campaign short URL
- SEO optimized content
- Open Graph elements in metadata
- Content and visual design
- Field Unit implementation instructions
[/ms_column]
[ms_column style=”1/3″ align=”left” class=”” id=””]
Results
- Consistent content and visual approach.
- Visitors could quickly compare the cannabis rules across the country from a single page.
- Content design allows flexibility for new municipal or site-level restrictions.
[/ms_column]
[/ms_row]