CPP INVESTMENTS | Content Design + Copywriting
EMAIL TO CONTRIBUTORS + BENEFICIARIES:
PROJECT
CPP Investments manages the Canada Pension Plan, helping ensure that more than 22 million Canadians have financial security in retirement. As the previous Year in Review was marred by slow component loads and imagery providing no explanatory value, the Fiscal ‘24 Year in Review needed to be a more seamless and engaging experience. An accompanying drive-to-site email sent to contributors and beneficiaries was also developed.
APPROACH
To ensure a site experience providing Canadians an immersive, relevant, and accessible overview of the fund’s performance entailed:
An extensive content audit assessing 200 articles, 125 videos, 200+ product pages, email program, and Gerber’s 5 social platforms.
Gap analysis to identify key content areas to be developed.
Deconstructed all existing hard-coded website content to identify discrete content types and eliminate editorial redundancies.
Reconciled multiple separate Milestone and Feeding topics into a standardized, overarching set of 8 that ensured the inclusion of all content.
Developed a “content blueprint” with copy direction, key messaging points, sources, SEO keywords, and tagging for all pages and assets.
SERVICES
Content Design, Copywriting