TTC Web Communications
At the TTC, I was part of a small two-person team responsible for maintaining and updating TTC.ca, the organization’s major public-facing website. The site received over 100,000 daily visitors and contained thousands of active pages requiring ongoing daily, weekly, monthly, and annual updates.
Because most visitors came for service and fare information, our team worked in constant collaboration with Marketing, Service Control, and other operational groups. We ensured that all critical content—bus, streetcar, and subway updates; station details; closures and diversions; accessibility notices; and emergency information—was always current, accurate, and easy to find.
We also collaborated with teams across the organization, as well as external vendors and media partners, to support broader communication initiatives. Using SEO insights from Google Analytics and tracking via Google Tag Manager, we produced reports and helped guide data-informed improvements to the website. This ongoing analysis contributed to a continually enhanced user experience for TTC customers.
Sample Screens
Sample Projects
PRESTO Card Rollout Communications
Overview
The Toronto Transit Commission (TTC) needed to communicate the transferring of fares from traditional mediums (cash, tickets, tokens, physical passes) over to digital via the use of the PRESTO card. We needed to communicate this via web, (X) Twitter, Instagram, and YouTube.
Solution
I worked with the PRESTO Communications Specialist, as well as the marketing team within Customer Communications at TTC.
We developed a phased communications plan for web and socials. We added PRESTO branding and communications on TTC.ca, and created a related subsection with information and an FAQ. I consistently updated this subsection with the latest information for customers provided by our teams.
I helped the teams (PRESTO Communications Specialist and marketing) come up with consistent copy for the X (Twitter) and Instagram content, and helped publish this content on a scheduled and ad-hoc basis on socials, and YouTube.
Result
Through months of consistent communication, alongside the roll-out of PRESTO on the TTC system, we were effectively able to keep our customers informed about this significant change to the fare system. One way we tracked data for PRESTO engagement on our homepage was via Google Analytics. The PRESTO sub-section became one of the most visited parts of TTC.ca at that time. We also conducted customer surveys to inform our on-going digital communications.
