Events template - Canada Post

The campaign

I have worked on many events for Canada Post in my 5 years with the company. They tend to promote each of their events through a drip email campaign, a dedicated event micro-page on the Canada Post website, an ON24 registration page, and banner advertisements. I typically write and/or edit copy for all the online event materials for every event.

The challenge

Events are presented by a few different teams at the company and as a result the formatting for their marketing materials used to vary greatly. Two years ago I was tasked with creating a new template for future event micro-pages to establish consistency across all future events and ensure a better user experience. I was the writer and was paired with a senior designer to create the new template design and determine and shape all of its written sections.

The solution

The UX team created the new event template for all future event pages. This template created a defined structure with dedicated sections like speakers and agenda. There is now a featured events page where users can find an image, event summary, dates and buttons to register or get more information. If they choose to get more information, they are taken to a dedicated event page which gives a longer summary, speaker information, a detailed agenda, location and time details and a cta to register. It was my job to create each section, give them character limits and create parameters to guide the event stakeholders who would submit future event materials to our team for writing and editing. I also created a corresponding brief document for the stakeholders to use as a template to submit their required information and a copy deck template for the writer working on an event page. This project dramatically streamlined both the event registration experience at Canada Post and the task of working on events within our team.