CASE STUDY:
CANADA DISABILITY BENEFIT WEBSITE
For this project, I led the development and launch of the Canada Disability Benefit website and campaign, which generated significant engagement through accessible content and a strong visual identity. The website also helped build relationships within the community by establishing the organization as a trusted source of information on the Canada Disability Benefit.
OVERVIEW
As the Communications Manager at Plan Institute, I spearheaded the launch and development of the Canada Disability Benefit (CDB) website in November 2024, ahead of the July 2025 release of the benefit. The website was designed to provide the audience with a comprehensive overview of the benefit while demystifying more complex information for the audience.
Social media: Facebook, Instagram, and YouTube
✦
Emails
✦
Press release
✦
Blog Post
✦
Website: Squarespace
✦
GOALS
Provide clear and detailed information by breaking down complex content into plain language while ensuring all essential information is covered.
Make the website
user-friendly and accessible by following accessibility guidelines and conducting audience testing.
Keep the audience up to date closely following any Canada Disability Benefit updates and sharing new information as soon as it becomes available.
Develop a cohesive visual identity for the Canada Disability Benefit website to make it easily recognizable by creating distinct visual assets.
Bolster visibility for the website ahead of the launch with a coordinated omni-channel campaign across social media, email, and press coverage.
Achieve broad reach and engagement on social media by creating high-impact outreach strategies that resonate with the audience.
Website
Launch: Phase 1
Logo
Branding
Launch: Phase 2
IMPLEMENTATION
RESULTS
100K
Page views in the first six months
2.00
Average Google rank for Canada Disability Benefit
The successful launch of the Canada Disability Website set a significant precedent for the brand's future. The social media campaign achieved some of the highest KPIs in the organization's history. The overwhelmingly positive feedback from both partners and the audience showed that the website is, and will continue to be, a valuable resource for the community.
13K+
Facebook Reach
22K+
Facebook Impressions