Email

These email campaigns were designed to appeal to parents and their families through the use of bright colours paired with friendly and approachable photography and illustrations. The purple colour originated from the department branding and carried through between both layout variations to unify them. 

The eNews layout was structured in a way that majority of the recipient’s attention is directed towards the main marketing campaign for the season. This was done through prime placement at the top fold of the email which was further augmented by a more prominent image and larger heading font size.

This was then followed by additional sections that displayed other promotions going on for that month. With program suggestions breaking up the layout before the news and events section which shared general recreation related information from other City departments.

The eNews bulletin layout design on the other hand was more focused and typically only had one messaging. Intended use for this layout was to share important service delivery information such as program changes, facility closures or openings, etc.

To ensure usability and to comply with best practices on both layouts, the images had proper alt text, call-to-action buttons were text based instead of images, and copy and feature sets were designed to be CASL compliant in collaboration with the City’s legal department and subject matter experts from Upaknee.

Last but not least the email was also tested against multiple email clients to ensure the layout didn’t fall apart or stray too far from the intended design.