Toronto Writers Collective (TWC)

TWC is a non-profit organization that empowers marginalized communities by providing free, creative writing workshops. These workshops encourage self-expression through therapeutic writing. This practice involves writing about topics that individuals may typically suppress or avoid. By encouraging participants to share their stories, TWC aids attendees in their development of transferrable skills including social, leadership, and literacy skills.

TWC needed to set long-term direction for all content-related initiatives that ensures all activities are working together to achieve marketing and business goals.

Define how and why TWC will use content to achieve its objectives and make recommendations for a useful, usable, purposeful website that helps TWC meet their organizational goals and user needs.

Stakeholder Interviews

Content Audit

Empathy Mapping

SEO Review

Audience Personas

User Journeys

A Core Strategy Statement that addresses TWC’s business goals, content production, audience, and user needs. It should be used to guide decision making, action, and measurement.

Cohesive brand identity that led to a refined tagline and consistent tone and voice

Adaptive website content that led to a minimal design and optimized web copy

Improved social media presence that led to consistent messaging across platforms