The previous incarnation was aimed strictly at government and industry, and clearly out of date, said Tony Rino, communications advisor for the CAPP. The site, designed by Habañero Consulting Group, now features more interactive elements like polls.
“We changed the focus to appeal to the average person, since the public is talking so much about the industry. One of the things we did was shift away from industry speak so it doesn't read like a text book anymore.”
The Web site aims to show — rather than just tell — the public what the industry is working on, particularly around the environment, said Rino. A new section that addresses carbon capture and storage (CCS), for instance, offers several links to CAPP members who are deploying different CCS methods.
Rino said the approach proved serendipitous, when last month US President Barack Obama said he would like to work with Canada on CCS to reduce greenhouse gas emissions caused by Alberta's oil sands. That section of the site subsequently enjoyed a dramatic spike in unique visits. “We didn't want to run the risk of being too preachy with the content,” said Rino. “It was more about, ‘Here's what we're doing.'”