CAF America's Website Reskin

Background

After launching updated versions of CAFcanada.ca and CAFamerica.org in November 2023 and January 2024 respectively, we are working to reskin each site and update select functionality to align with a new brand launching this spring. The new brand and website modules have been designed and mocked up in Figma. Included in these updates are a new focus on:

1. Engaging with external partners to analyze and update the sites’ User Experience,
2. Ensuring that the sites exceed all accessibility standards and comprehensively track user engagement, and
3. Launching a new process to email form to protect all downloadable reports and collateral.

The reskin of both sites will begin March 2024 and is projected to be completed in late May 2024 with offset launches to the sites. Work will then continue on both sites with a focus on transitioning all collateral booklets to web pages and email protecting downloadable collateral with a projected completion date at the end of August 2024.

Site Infrastructure

• CMS: WordPress
• WordPress Theme: Divi Builder
• Lead Generation System: Pardot, currently known as Marketing Cloud Account Engagement
• Additional Plug-ins Used for Styling:
  • The Post Grid
  • Ninja Forms
  • Yoast SEO

Goals

With the help of this consultant, we will:

1. Complete aesthetic updates to universal modules across CAFamerica.org and CAFcanada.ca including a new header and footer, updated font hierarchy and primary colors, updated dynamic content tiles for blogs and resources, and redesigned templates for pages and posts.
2. Rebuild the CAFamerica.org and CAFcanada.ca homepages in the format as designed in Figma board.
3. Update all primary and services landing pages with select new modules as designed in Figma board.
4. Ensure all pages meet branding standards and are consistent with CAF America and CAF Canada’s messaging and visual identity.
5. Create pop-up forms, using Pardot’s forms, to email protect all downloadable reports and collateral.
6. Transition collateral booklets to interactive website pages.

Project Phases

Design Implementation

Our external website contractor, with technical support from ParkerWeb, will begin implementation of universal styling updates to the CAFcanada.ca and CAFamerica.org development sites. These updates include a new header and footer, updated font hierarchy and primary colors, aligning image strategy where necessary, updated dynamic content tiles for blogs and resources, the implementation of new module templates in the sites, and redesigned templates for pages and posts. Additionally, new homepages for CAFamerica.org and CAFcanada.ca will be built using these modules and will be modeled after the new CAFonline.org homepage.

This stage includes:

• Implementing new universal modules on development sites
• Applying updated image strategy
• Redesigning 17 selected high priority pages on CAFamerica.org with new modules
• Redesigning 12 selected high priority pages on CAFcanada.ca with new modules

Post Launch Updates

After the launch of the reskinned versions of the sites, work will continue on lower priority updates including transitioning all printed service booklets to interactive webpages (currently hosted as flipbooks on the site), launching our email protection forms for all downloadable reports and collateral, and other updates as needed.

This stage includes:

• Creation of pop-up forms using Pardot forms to email protect all downloadable reports and collateral
• Transition printed services booklets to interactive website pages

Deliverables

The consultant will facilitate the review, updating, and implementing design changes to CAF America and CAF Canada’s website. This will include:

1. Rebuilding the CAFAmerica.org and CAFCanada.ca homepages based on the templates created by CAF UK.
2. Updating the landing pages for each service and audience with the universal modules created by CAF UK and ParkerWeb. Between CAFamerica.org and CAFcanada.ca, there are 29 pages.
3. Ensure all pages meet branding standards and are consistent with CAF America and CAF Canada’s messaging and visual identity.
4. Create popup forms using Pardot forms to email protect all downloadable reports and collateral.
5. Transition collateral booklets to interactive website pages.

Timeframe

We anticipate a workload of approximately 7–10 hours per week from April to Mid May. After the launch of the sites, we estimate 10 hours of work per month from June to August.

Target completion date is August 31, 2024.

Qualifications

A successful applicant in this role will demonstrate the following skills and qualifications:

1. Technical Expertise: Strong working knowledge and experience with WordPress, specifically Divi Builder, proficiency with HTML, CSS, and backend revisions/improvements.
2. User Experience: Demonstrated experience with web design and UX.
3. Project Management: Strong project management skills are necessary to ensure the timely completion of tasks and adherence to deadlines. The consultant should be adept at creating project plans, coordinating with stakeholders, and managing resources effectively.
4. SEO Knowledge: Familiarity with search engine optimization (SEO) principles is crucial. The consultant should understand how to optimize content for search engines by incorporating relevant keywords, meta tags, and headings while maintaining high-quality writing.
5. Adaptability and Creativity: The consultant should be adaptable to evolving project requirements and be able to generate creative ideas to enhance the website’s content. They should have a proactive mindset to identify new opportunities for improvement.
6. Evidenced Experience: The consultant should be able to provide a portfolio of their creative work, documentation of technical accomplishments, and metrics that demonstrate impact of their work.