As the highest impact, least time-intensive peer group for results-oriented CEOs, executives, and business owners across Canada, MacKay CEO Forums are in the business of populating the world with better leaders.
When we set out to design MacKay’s website, we wanted to spread the word that an expanding network of over 800 business leaders across the country are actively raising their game with MacKay CEO Forums. Our strategy was to instill an urgency-to-join in the minds of prospective members by giving them a taste for what they’re missing.
Since the site would end up in the hands (or, on the screens), of a high-profile demographic, we decided to position MacKay CEO Forums as an aspirational luxury brand – imparting a sense of exclusivity to which only members are privy. We set out to elevate the brand through the use of subtle, sophisticated design elements, deliberate use of colour as a tool to prompt action, and clear, concise messaging.
A content-driven marketing approach was implemented to reveal the value offered through forum participation. By distributing key resources and teasers throughout the site – such as videos, podcasts and self-assessment quizzes, we hoped to inspire site visitors to accelerate their performance, and reach their leadership potential by joining MacKay CEO Forums.
Scope of Work