An enhanced digital strategy to amplify a legacy of giving.
Nanaimo, BC
The Tom Harris Community Foundation (THCF) carries on the legacy of Nanaimo’s beloved businessman and philanthropist, Tom Harris, by supporting local causes and community-driven initiatives. As longtime supporters of THCF and firm believers in giving back, Array was proud to continue our partnership by helping them revamp their online presence. Together, we merged the Tom Harris Community Foundation and Tom Harris Charity Classic websites into one platform, putting the foundation’s brand at the forefront. Beyond the website, our partnership also included brand development, messaging strategy, and marketing communications. As a result, website traffic increased by 703.45%. This digital transformation not only strengthened their online presence but also serves as a lasting tribute to Tom’s generosity and a powerful tool to inspire community giving. Here’s how it all came together.
- Brand Messaging and Tone
- Content Design & Creation
- Copy Review & Editing
- Copywriting Strategy & Planning
- Email Marketing
- Narrative Tone Development
- Ongoing Newsletter, Blog Post & Article Writing
- Organic Social Media Management & Strategy
- Responsive Website Graphic Design
- Search Engine Optimization
- UI/UX Design
- Website Design & Programming
- The design aesthetic for the website is friendly, reliable, and professional, positioning the Tom Harris Community Foundation as a trusted organization while highlighting its impactful community work.
- Our design team expanded the colour palette to include vibrant periwinkle blue, deep navy, and warm grey, complementing the bright green and blue of the logo to create a dynamic and visually appealing user experience.
- The homepage features centred navigation with the THCF logo as the anchor. As users scroll, the navigation transitions to a minimalist, full-screen hamburger menu, providing an intuitive and smooth browsing experience.
- A “Donate Now” button is always accessible in the navigation, making it easy for visitors to contribute to the foundation’s mission at any time.
- Warm, engaging images were integrated throughout the site to showcase the inspiring work of THCF, while colour blocking and layered sections improve readability and guide visitors through a clear narrative.
- Our copywriting team developed a brand voice and tone that is light-hearted and inclusive. Using this as a foundation, the web copy creates a sense of unity and encourages readers to engage with the foundation’s mission and take action.
- Beyond design and messaging, we helped drive engagement through a strategic communications plan, including social media management, blogs, and e-newsletters. The primary goals were to increase website traffic and brand awareness, which resulted in impressive outcomes: a 703.45% increase in website traffic, a 68.9% open rate for the quarterly newsletter, and a 53% growth in Instagram followers over six months.
