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Website Design & Development

Edmonton Int. Track Classic

I just wanted to let you know that I am very happy and pleased with the outstanding work that has been done on the new EITC website. Your team is rock'n it :-)

Peter Ogilvie, Executive Director Athletics Alberta

The Edmonton International Track Classic (EITC), produced by Athletics Alberta, ranks among the world’s top 30 international track meets. The event continues to grow and attract top track and field talent from around the world. Despite this success the event’s website wasn’t keeping pace with the EITC demands and growing status. Which is why Athletics Alberta approached Red Rocket Creative Strategies to do a full site re-design and re-build.

Along with a fresh new look, the site required much improved navigation, functionality and social media elements. One of the most important objectives was making ticket purchases and athlete registration as simple and smooth as possible. Athletics Alberta also wanted a robust but user-friendly Content Management System (CMS), as the event required frequent and extensive updates. Staff needed simple systems for adding athletes, supplying new information and communicating with media and coaches.

One of our mandates was that athletes, coaches, spectators and media—the site’s key visitors—must find what they needed as quickly and easily as possible. We studied the websites of many elite track meets to see what visitors needed, demanded and expected, establishing just what worked and what didn’t. Then we went to work on building a new EITC website.

It became clear to us that the home page had to communicate a world-class tone so visitors could immediately see and feel the event’s high profile. So the dominant feature became dramatic imagery of world-class athletes performing at past EITC meets. Highly visible buttons, placed within a simple, uncluttered layout, guide visitors directly to the most important functions: athlete registration, ticket purchases, meet information, schedules and media contacts.

The result is a classy, functional website as sleek and robust as the athletes it features. Staff at Athletics Alberta are thrilled with the sophisticated features that allow them to keep information current, interesting and functional.