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Aishalah Foster is a Toronto-based digital marketer who focuses on digital strategy and branding. She can be reached here.
IHSA: Infrastructure Health and Safety Association
↳ SEO Strategy
↳ Small Business Newsletter Strategy
↳ 2-Minute News Redesign
↳ Web Design
At IHSA, I worked on a range of digital marketing projects, from introducing SEO best practices and analyzing audience insights to developing email strategies, redesigning newsletters, and building landing pages. My work focused on making content easier to find, improving the user experience, and helping IHSA better connect with its audiences.
SEO Strategy
Introduced SEO best practices using SEMrush to identify opportunities to improve search visibility and website content. During this period, IHSA saw significant growth in online content views, including a 343% increase in magazine article views, a 78% increase in COR® pageviews, and a 51% increase in Basics of Supervising pageviews.
Small Business Newsletter Strategy
Redesigned IHSA's Small Business Newsletter as part of a cold outreach strategy to make workplace safety information easier for small business owners to understand and use.
Before making changes, I used Google Analytics and Hotjar to understand what small businesses were looking for on IHSA's website. I reviewed website traffic, user behaviour, and popular downloads to identify their most common needs.
The research showed that small business owners were primarily interested in:
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Understanding their legal health and safety responsibilities.
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Finding practical tools, such as safety checklists and hazard assessment forms.
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Accessing mandatory training and resources to help keep their workplaces compliant.
These findings showed me that our audience needed clear, straightforward information and practical resources, rather than lengthy explanations.
I used these insights to guide the newsletter redesign:
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Simplified the layout to make the newsletter cleaner and easier to read.
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Used plain language to explain safety topics without unnecessary technical wording.
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Prioritized useful resources based on what small business owners were already searching for.
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Improved the call to action so readers can quickly understand what they would gain by clicking.
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Improved the content structure to make important information easier to find.
The ongoing optimization strategy helped the newsletter reach a reported 7% click-through benchmark.
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After
2-Minute News Redesign
Redesigned IHSA’s 2-Minute News to improve readability, accessibility, and engagement among existing subscribers. Simplified the layout, strengthened visual hierarchy, and introduced more prominent headlines and action-oriented calls to action. Used email performance data to guide ongoing improvements, achieving a 40% open rate and 11.7% click-to-open rate.
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After
Web Design
Designed and developed campaign-specific landing pages in HubSpot to support IHSA’s marketing and outreach initiatives. Focused on clean layouts, clear messaging, intuitive navigation, and accessible design to help visitors discover relevant safety resources, training, and services.
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