Brand Strategy Development

• Set the brand and marketing and communications strategy for Toronto Community Housing to drive TCHC brand awareness and grow engagement on TCHC’s online communities.
• Unify the TCHC brand across digital and external tenant facing environments
• Define key audiences internally and externally through user segmentation and interest
• Conduct research to understand key attributes of the brand
• Develop brand architecture (Corporate brand/sub brands
• Establish the TCHC brand narrative (who are we, who do we aspire to be, why should you want to work with TCHC etc., what is our language i.e. compassionate, human, confident, hopeful)
• Define and maintain TCHC Visual Identity including style guide
• Engage with stakeholders internally and externally
• Procure and manage external marketing communications agency

Digital Strategy Development

• Develop a digital first strategy for TCHC communications
• Identify and develop strategies to drive reputation and engagement across all social media platforms that the company participates in
• Identify digital media platforms and modernize TCHC existing web platforms, including intranet and other internal communications channels
• Develop on-premise (TCHC buildings and service offices) digital communications technology plan and implementation.
• Explore opportunities to use smart technology to communicate to tenants and staff i.e. text, apps and notifications
• Establish a coordinated and integrated digital online presence that optimizes user experience.
• Develop key performance indicators for digital media that optimizes our reach and impact.
• Partner with Information Technology team to develop digital technology roadmap.
• Drive and maintain AODA compliance

Content Strategy Development

• Develop rich and engaging content that tells the TCHC story
• Develop marketing communications campaigns that provide TCHC tenants with information on building, community and social housing supports at the building, hub and regional level of the organization.
• Align staff communications with business objectives, tenant communications and overall digital strategy
• Leads development of communications plans, analytical framework, reporting and results optimization in alignment with TCHC’s strategic plan
• Aligns communications strategies and messages to reach tenants, staff stakeholders, the City and the public using digital/social media and direct channels
• Directs the deployment of corporate communication channels, and ensures editorial design, quality control, visual identify and accessibility is upheld and to maximize reach and effectiveness of internal communications
• Establish standards and guidelines to develop content that meets accessibility and language needs of tenants.
• Amplify created and curated content, identifying the most interesting and impactful topics leveraging multiple media channels to drive engagement.
• Develop thought leadership content that draws on lived experiences, perspectives and the vibrancy of our communities.
• Establish editorial board made up of key content owners across the organization.

Develop Measurement Framework

• In collaboration with divisions and strategy teams, determine appropriate strategic methods for engaging key tenants/stakeholders using the full suite of marketing tools and measure impact.
• Develop key performance indicators for employee and tenant communications and digital media that optimizes our reach and impact.
• Set targets for marketing communications reach and engagement.
• Analyze data and insights to inform and guide virtual engagement, create fresh content and design, maximize search and organization awareness

Relationship Development

• Establish key internal stakeholder relationships to understand business needs and establishment of SLA’s.
• Deliver communications expertise to business units across the organization, for both tenant and staff audience, and maintaining TCHC’s communications standards
• Establish tenant relations framework to identify external communications strategies amongst our tenant populations that will input into TCHC’s digital, brand and content strategies.