The Ontario Trails Council (OTC) represents almost 300 trail management and user organizations. The Council unites Member Trail Associations, Conservation Authorities, Enthusiast Groups, Promotional Partners, Trail Users and Various Government Ministries. It is volunteer-led, charitable organization responsible for the promotion of the diversity and recreational benefits of thousands of trails, stretching across Ontario.
Objectives
Our objective was to re-position the OTC from an organization that served primarily its members to one that served both the members and the public, thereby becoming the “go to” organization for trails in Ontario.
By doing this, the OTC could speak for the vibrant and growing trail economy and its positive impact on tourism, health and the environment.
Goal
The site would cover all the bases, meeting the needs of trail users, trail managers, parks and recreation departments, thereby supporting the mandates of the funders.
Solution
We built a dynamic, easy-to-navigate, user-friendly website that promotes over 2,000 trails (and counting), searchable by trail name, region or activity. Context left no stone unturned, and included everything from dog sledding trails to a Trail Store.
The site currently gets between 40,000 and 50,000 visitors per month from around the world.
Project Scope
• Implemented a database-driven Content Management System for easy updating
• Implemented a calendaring system to allow trail organizations and stakeholders to add events.
• Built a survey to allow trail managers to enter their trail information
• Allowed users to search by region (where do you want to go) or by interest (what do you want to do)
• Used our partnership model, integrated the Ontario Tourism Marketing Partnership (OTMP) library of photography
• Initiated Google Adsense, Amazon book sales and a Trail Store
• Integrated advertising opportunities on key pages
• Implemented Google Analytics, Facebook and Twitter
Results
• The new site re-invigorated the organization and serves as a calling card to invite new members.
• The Ontario Ministry of Natural Resources joined as a funding partner
• The Ministry of Citizenship and Immigration includes OTC information in their communications to Ontario’s new citizens.
• The OTC is in discussion with private sector companies for partnering opportunities
Awards
• The Ontario Trillium Foundation Provincial Great Grants Award / 25th Anniversary Recipient for Exceptional Performance (only other winner was United Way) for best use of Trillium funds over the past 25 years
• American Trails 2008 Award for Best Use of Photography to Promote Trails (only non-U.S. site to win an award)
• RGD Design At Work Award 2007
Testimonial
“I was first introduced to Context Creative when they were the successful bidder on the RFP for the Ontario Trails Council website. Since then, they have not only exceeded our expectations for what our site could do for us, but have truly taken our business to heart. In addition to the communications work, they have created partnering opportunities and have found funding and in-kind contributions. They bring enormous passion and enthusiasm to our projects, and some days it’s all I can do to keep up with them.”
Patrick Connor, Executive Director
