The Praxis Group™ | Involving People.

Parks Canada, through its “Engaging Canadians Strategy”, develops approaches for communicating with “interested Canadians” as part of the Agency Communication Framework. Parks Canada wanted to learn more about another segment of its target audience, which it identified as “other interested Canadians”.

Parks Canada retained Praxis Research to assist it with defining and building a profile of the “other interested Canadians” audience. Praxis conducted an inventory and analysis of websites hyper-linking to the Parks Canada website to reveal information about “other interested Canadians”.

Using a web links analysis tool, Praxis generated a list of websites that link to Parks Canada’s main and sub-web pages. We categorized the sites based on the organization name, web address, and type of Canadian audience engaged. For those falling into the category of “other interested Canadians” Praxis analyzed and defined the content.