Intrawest

Career Web site, E-newsletter and Postcards

ASSESS

Intrawest is the leading developer and operator of village-centered destination resorts across North America. The company has multiple locations, with divisions ranging from mountain top resorts and championship golf courses to real estate development and vacation clubs. They recruit for both short- and long-term career opportunities. The company needed to build an overall brand that would speak to candidates in a fresh, cool way, ensure each business division was equally represented, and provide each candidate group with the information they needed.

STRATEGIZE

Intrawest's current career Web site was cumbersome and inefficient. Their applicant tracking system did not have the same look and feel of the rest of the site and didn't allow candidates to return to the main career site. Intrawest's collateral did not effectively represent their diverse activities and was lacking any sort of branding. Additionally, the existing site contained too much information and lacked the flexibility required by each division. Our client needed a consistent employer brand that could be applied across multiple forms of communication.

IMPLEMENT

We established a new look and feel for the Web site that facilitated navigation and reflected the excitement of working at a fabulous resort. Candidates were asked to choose between short- and long-term opportunities, and were subsequently provided with the appropriately targeted information. Call-outs were used to draw candidates to key areas, the online application function was centralized, and the programming model allowed Intrawest to update content in real-time. The brand was subsequently rolled out to include the redesign of the e-newsletter and collateral pieces. The main collateral piece was re-engineered into a perforated page of three postcards that could be used to promote the site and communicate the employer brand through viral marketing. Our goal was to scale back the copy, more accurately represent their divisions, ommunicate the new brand, and make the collateral tool useful for both guests and employees.

MEASURE

We delivered a consistent employer brand that truly reflects the enjoyment experienced by working for Intrawest. Every channel of communication carries the same targeted message, with high quality imagery that represents the many divisions of the company. Our client thinks the new site is as terrific as their workplace, and looks forward to seeing an increase in quality applicant flow. They also expect increased duration of visits resulting from the enjoyment of the experience.