London Economic Development Corporation
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“This was a true partnership, a unique and positive experience. Collaborative workshops got the entire LEDC team engaged, thinking creatively and solving problems together. This process also gave unique insights into our business that helped the team at rTraction really understand and deliver on our needs.”
— ASHLEY CONYNGHAM; DIRECTOR, MARKETING & COMMUNICATIONS, LONDON ECONOMIC DEVELOPMENT CORPORATION
The Story
rTraction attended the Canada 3.0 Conference as one of London’s companies building a foundation in digital media. Leading up to the national digital conference, rTraction collaborated with London Economic Development Corporation (LEDC), providing them consultation and strategy expertise in generating their social media awareness and representation for the event.
The LEDC has now turned to rTraction to help refresh their website to enhance the user experience and emphasize LEDC's services, initiatives, and reputation as London's lead economic development corporation. LEDC helps local and global businesses grow and invest in London through offering free workforce development, expansion planning, scale-up, and marketing services. As such, their new website needed to align with their contributions to the business community and highlight their impact on the local economy.
We kicked-off with collaborative workshops to ensure the LEDC team was fully engaged in the project, taking the time to carefully understand the company’s needs and the unique insights of the business. The workshops were excellent opportunities to initiate creative ideas while working to solve problems together. By prioritizing constant communication to build trust and benchmarking goals and to-do’s, we laid the ground work together to keep the project on track.
It was integral to maintain the LEDC’s comprehensive directory, events calendar, and up-to-date job boards as they are known go-to resources in London. Prioritizing clear messaging to outline their services and programming improved the path to valuable information, while still conveying the importance of their News, Events, and Business Directory.
We worked to ensure the LEDC website architecture was intuitive and usable by their clients. By refining navigation, the site pathways are more effective at creating a funnel for qualified leads and the overall accessibility of the site. Existing London companies and those considering relocation would be able to access resources with ease, in turn enhancing the ability to measure and pinpoint improvements in resource usage and inbound inquiries.
While there were complex features to the LEDC website, we worked our hardest to solve issues in the most seamless and transparent way possible. We proved willing to get down to the weeds, connecting with external vendors to resolve the problems quickly and efficiently. Every project we undertake is a partnership of trust; the hurdles that require us to navigate gritty elements are always an opportunity to prove how important each relationship is to rTraction.