Manitoba Crop Alliance Website
August 1, 2020
Cornerstone partnered with Winnipeg-based Ag specialists Think Shift to bring a new website to life for Manitoba Crop Alliance (MCA). MCA is a new organization that brings 5 formerly separate commodity groups together under a single banner, so the goal was to readily showcase the breadth of experience and research-findings that these groups jointly offer. Through the creation of easy to access information pathways, users are able to intuitively access a broad range of agronomic resources.
The site serves three primary user groups, each with a unique set of goals and ways in which they interact with MCA: Western Canadian farmers, Canadian and international researchers, and MCA Board & Committees. We created distinct journeys for each, allowing for the discovery of relevant resources and access to a farm payment program; a portal for the discovery of past and current research data; and access to gated, internal-facing information via the website.
As a multi-user system, there were specific Content Management System (CMS) requirements that needed to be met. These included gated content functionality and optional content displays, such as news and events. A set of database specifications were developed to allow for comprehensive searchability – from crop-specific PDF’s to research projects based on their contributing authors – and filtering options were applied using a number of different parameters. Building the site in Craft CMS gave us the capability to address these considerations on a robust, flexible platform.
Specific site KPIs focused on meeting conversion goals and increased site traffic, as well as growth among audience groups. Marketing initiatives are facilitated via Mailchimp integration with customer segmentation and templated forms. Developing more audience touchpoints, conversion opportunities and tailored communications has enabled the desired shifts.
The result? An information-rich website that presents a unified vision and presence, with clear-cut pathways for engaging with the material and drilling down to specifics in an intuitive and efficient way. The utility to users is immediately apparent and the MCA fulfills its mandate as a vital resource furthering education and innovation in the agriculture industry.
Check out their site at mbcropalliance.ca and see for youself.