Crafting for a Cure

Crafting for a Cure

Content Strategy for Crafting for a Cure

With the mission of bringing a smile to children in hospitals, Crafting for a Cure has spent the last 20 years delivering craft kits to patients in Ontario, Yukon, Quebec, plus eight additional countries outside of the Canadian territories.

As the Content Design and Marketing Director, my role focuses on developing strategic communication initiatives to amplify the charity’s reach, content accessibility, and digital engagement, to continue improving patient care and delivering the products to as many hospitals as possible.

Objective

To amplify Crafting for a Cure’s impact and online presence by managing partnerships with key digital agencies, developing accessible content strategies, and optimizing the charity’s brand identity and messaging throughout the marketing funnel.

Challenges

  • Ensuring a unified brand presence across various digital platforms, websites, and event materials.

  • Meeting AODA standards while creating content that resonates with diverse audiences.

  • Effectively measuring the impact of digital content strategies and identifying areas for improvement.

Strategies

Content Management

Managed content strategies using Weblow, Google Analytics and Adobe Creative Suite to ensure a cohesive messaging and an impactful brand identity across web, socials, and event assets.

Strategic Partnerships

Collaborated with key agencies like Infinidiv, AccessiBe, JBS Graphics, and Cliq Creative to develop web assets, integrate AI plugins for accessibility remediation, and create engaging media and print assets, ensuring seamless digital integration into the charity's operations.

Digital Optimization

Enhance web accessibility for AODA compliance, implement SEO best practices, and leverage Google Analytics to track content performance, improve user experience, and enhance audience engagement. 

Content Creation

Produce high-quality photos and videos, while leveraging impactful communication and storytelling techniques to craft compelling and persuasive copy that strengthens audience connection.

Event Operations

Assisted in event execution, supported package assembly for hospital distribution, and produced engaging event coverage for key charity partners, including the Air Canada Foundation, Intuit, and EY.

Measurable Results

  • 3.26 k clicks + 39.7k impressions in my time in the company

  • 41.3% increase on gala event page and 214.3% increase in contact page

  • Users spiked by 263.2%

Conclusion & Takeaways

My role as Content Design and Marketing Director at Crafting for a Cure reaffirmed my passion for improving users' experiences and contributing to a meaningful impact on the lives of people undergoing health hardships. By leveraging accessible, SEO-optimized content strategies, fostering key partnerships, and ensuring AODA compliance, I continue to strengthen the charity's digital presence, improve engagement, and boost brand consistency across platforms.

My ability to manage complex projects and coordinate cross-agency collaboration has helped streamline operations and achieve scope and schedule in complex projects. This role has deepened my expertise in digital strategy and stakeholder engagement, while allowing me space to come up with creative solutions and take on new challenges to continue bringing a powerful impact to children in hospitals.