Challenge

The BC Road Builders’ & Heavy Construction Association is a non-profit organization representing firms engaged in road building, rehabilitation, heavy construction, highway maintenance, and the supply of related goods and services. 

The Association often functions as the glue between many of BC’s major transportation stakeholders, including BC Hydro, Translink, the ports, and the government. 

When the Association approached us in early 2019, they knew their website needed to be refreshed. They needed better visibility in order to attract new members and potential sponsors. 

 

They needed a website that would more effectively:

  • Communicate the Association’s purpose, and how it benefited the community
  • Showcase the value of membership to current and potential members
  • Build awareness of the Association’s brand, ultimately enhancing member value 
  • Provide members with a positive user experience—irrelevant of the device being used 
  • Be easy to use for site administrators
  • Allow the Association to easily manage membership

 

Additionally, the new website needed to better cater to the newest generation of road builders—digital natives who have high expectations around how information is presented and accessed. 

Strategy

The Red Rocket team got to work, starting with strategy. It was essential that we not only enhance the appearance of the BC Roadbuilders’ website—we needed to improve how users experienced the site. 

We began by researching like-minded associations, evaluating their websites against the BC Roadbuilders’ site to determine what BC Roadbuilders was doing well and what needed to improve. 

As we moved through our discovery process, we identified that the old site didn’t accurately represent the industry. The Association’s members not only build roads and provincial infrastructure, but their work also connects communities and helps British Columbia’s products get to market. The new site needed to better reflect this. So we chose a tone of voice and a visual language that represented the importance of road building in the community. We also created pages where membership benefits were clearer and easier to discover. 

Additionally, we determined the process of delivering news, bids, and information to the members through the back end of the website could be made more seamless with up-to-date technology. For example, previously the Association notified members monthly with bid information, which was a time-intensive process. To solve that, we introduced a section on the website where bids can be updated in real-time.

Key Services Provided
  • Website Strategy
  • UX Design
  • Content Management System Setup & Training 
  • Website Architecture
  • Website Programming
Choosing a Tone of Voice and Visuals that Connect With Our Communities

Using language such as ‘Connecting Communities’, ‘We Are in Every Community’ and ‘Connecting BC’s Economy to the World’, we reinforced the critical role of road building and heavy construction in our everyday lives. 

We also chose imagery showing proud, happy workers of diverse backgrounds. The images show the human face of the Association, while inspiring the next generation of workers, including youth, females, and diverse individuals.

Better Communicating the Value of Membership

The Member Benefits section on the homepage allows both members and non-members to quickly see the value of membership. Information on training, special affinity offers, tenders and networking events is all readily available by clicking on each image.

Improving User Experience to Better Engage Members

The new website features an improved working interface for BC Roadbuilders’ administration. It’s less cumbersome, which allows them to add tenders more quickly and easily. 

In addition, the improved tenders list ensures members have easy access to the latest information.

Emphasizing the Association’s Impact in British Columbia - its people, communities & industry

The first section of the homepage gives a snapshot of the Association’s impact on our communities. The presentation of key facts helps engage users, and draws them in to learn more. Each fact clicks through to a related story.

Let’s get started

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