How we helped an athletic funding organization flex its marketing muscle

The Challenge

KidSport Canada is a national not-for-profit organization that provides financial assistance for sports registration fees and equipment to kids aged 18 and under. Since its establishment in 1993, KidSport has given over 450,000 kids across the country the chance to play sports through grants and introductory programming.

In March of 2013, Metric responded to a national RFP to build the KidSport Canada website. Because there are 178 community chapters that all needed their own individual content, this web project proved to be a huge undertaking. We saw this as a great opportunity to integrate our strategic web design capabilities. 

The Approach

After further analyzing the KidSport RFP, we decided to take a different strategic direction for the project. With plenty of website building experience under our belt, we felt the original approach for the web design was more complicated than it needed to be.

It was important to design a site that better enabled each of the 178 chapters to add their own content, and for this content to easily be monitored. Our concept of a ‘network of content’, rather than a large and complex collection of different websites, is what ultimately led us to winning the KidSport RFP. 

3 Main Objectives of the Website:

1. Give people the content that they want to see. The login feature allows the directors at each of the different chapters to easily access and edit the content on the website directly related to their location.

2. Develop a partnership with KidSport, not just build their website. As an agency, it’s our job to give strategic advice, which is why we felt comfortable giving alternate suggestions for the web design that KidSport had originally developed.

3. Empower the KidSport website. Those that are sponsored by KidSport are kept completely anonymous, meaning that the majority of KidSport’s advertising is their website. By building a comprehensive, content driven website (that looks really good) we are helping to increase the number of donations made to KidSport each year. 

The Results

KidSport received a new custom website with a smart content management system, allowing them to build chapter websites in a structured way and post content without webmasters. The site offers advertising opportunities and shows off ambassadors, such as P.K. Subban. Additionally, the new site allows for sponsorship and applications from kids to be handled online. This new web design is a reflection of the quality of the organization and truly makes KidSport look like the awesome group of people they are. 

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