Canadian Tourism Human Resource Council

emerit is the professional training website for the Canadian Tourism Human Resource Council (CTHRC),  a sector council that assists Canada’s tourism industry—an industry which accounts for 10 percent of the country’s labour market. gordongroup devised a new plan to strengthen and promote the emerit National Training and Certification program—an important component of the Council’s business strategy. gordongroup conducted a review of the emerit business model which including speaking with stakeholders in the industry and auditing existing marketing efforts. The result was a new plan to strengthen and promote the emerit brand.

We devised a new plan to strengthen and promote the emerit brand. We saw an opportunity in the marketplace which combines the global economic situation with people’s desire to upgrade their skills for real and tangible jobs. The emerit website commerce system and delivery platform was rebuilt to be more focused on sales and conversion. We built an interface that was more user-friendly and easier to order products from. We rewrote product descriptions and created landing pages that position the challenges tourism organizations and businesses face and the solutions. The new website allows the CTHRC to better maintain customer relations through an improved reporting process. Overall, the website made the emerit program more efficient and effective for its customers.

gordongroup also developed a national advertising campaign to promote emerit products in major communities, including digital, print and radio advertisements.