Ducks Unlimited Canada

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Ducks Unlimited Canada, the largest organizations in the country dedicated to the conservation, restoration and management of wetlands and wildlife wanted to expand its digital reach to deliver its perspectives and research to new audiences. Conservation of wetlands has never been more important to the health of our environment and economy. As many as 80 acres (the equivalent of 45 soccer fields) disappear every day in Canada. Ducks has been at the forefront of this work for over 80 years and effective communications are key to its ongoing success. The organization engaged Manoverboard to create a new strategy for building a series of sites to complement their existing web presence.

Two arms of the organization, the Institute for Wetland and Waterfowl Research (IWWR) and the National Boreal Program, required unique and independent sites. IWWR is the research arm of the Ducks Unlimited Canada, housing world-renowned scientists examining the complex relationships among the wetlands environment, waterfowl, watershed health and biodiversity. Their research fuels the work of the organization as well as governments, institutions, industries, and landowners. IWWR scientists needed a place online that would advance ideas, news, reports, and research findings and that would easily scale over time. Importantly, the site needed to highlight the depth of expertise and well known quality of their work in the field.

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  • 25 pages of copy
  • 100s of images reviewed
  • 1 new site for Ducks
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The Solution

After numerous in-depth conversations with both the national communications team and the IWWR program leads, developed a strategic brief that established the brand, content, and technical framework for the site. We identified five key audiences and developed personas for each: Ducks friends and supporters, the scientific community, graduate students, funders of varying sizes, and the general public. The site would take on the general look and feel of the primary Ducks International Canada site (borrowing some imagery and type styling) while creating a new platform that would demonstrate a confident and bold approach to the research.

Equally important, the website has a generous, thoughtful and dynamic presence that will not alienate scientists or turn away the layperson. We heavily customized the site to meet the content needs of the program so that scientists and administrators can easily add, edit and manage content. Using large, photography-based visuals and sharp typography, the new site shows that conservation research communicated well can engage and inspire.

As a member organization of 1% for the Planet, Manoverboard gives the equivalent of 1% of its revenues to select nonprofit partners that are benefiting the environment.

Manoverboard is a Certified B Corporation, which means that we meet rigorous standards of social and environmental performance, accountability, and transparency.