RTOERO is the largest national provider of non-profit group health insurance for education retirees and a bilingual, trusted voice on healthy, active aging. They have more than 80,000 members across Canada who work in or are retired from the early years, school boards, private schools, post-secondary institutions or any other capacity in education. Their members are part of local RTOERO districts and benefit from a variety of services beyond insurance, including perks for members and local and national advocacy campaigns.

What we did:

RTOERO engaged us to develop a bilingual and multisite website strategy to deploy following a significant rebrand for the organization. The strategy included integration with the organization’s existing CRM, MS Dynamics. We:

  • mapped the bilingual site structure for the main organization website and various microsites
  • developed the main bilingual website, a bilingual microsite for the foundation and a microsite template for the local RTOERO districts, which will be deployed to more than 50+ districts in either English or French and will ensure brand consistency across the organization
  • developed a classifieds functionality that is shared across the network
  • connected the sites to allow for repurposing and cross-publishing of content, addressing the need to ensure accurate and timely content on all sites in the network, plus providing the functionality for a robust content marketing strategy
  • leveraged data available in the CRM to maintain contact and event information across the site network
  • connected the MS Dynamics CRM and Marketing Automation platform ClickDimensions to support lead generation
  • ensured WCAG Level AA and AODA compliance across the network
  • trained RTOERO staff on using the system for marketing and communications and member engagement

The results:

“Multisite publishing and CRM integration extend the reach and impact of our content marketing strategy. With the right technology in place, we’re able to ensure consistency across our network of websites now, plus, streamline our lead generation and content repurposing to support our mission and benefit our members and future members.”

Sylvia Link, Director of Marketing & Communication, RTOERO