Metrolinx:
Digital Content Internship
Duration:
May 2025 - Present
Team:
Amie Ahn
Role:
Marketer
Web
Content Strategy
Digital Strategy
Tools:
ContentStack
Salesforce Marketing Cloud
SproutSocial
Adobe Creative Cloud
Figma
Launching the Finch West LRT: Integrated Digital Campaign
Multi-channel digital campaign supporting a major transit infrastructure launch in Toronto.
Metrolinx led the public launch of the Finch West LRT, a major transit expansion project serving Toronto communities. The opening required clear, accessible, and timely digital communications across multiple platforms to inform the public, drive awareness, and manage high-volume interest.
Signals:
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Large-scale public launch
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High visibility
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Zero room for error
Objectives:
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Build public awareness ahead of the Finch West LRT opening
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Drive traffic to official project webpages
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Communicate key opening details clearly and accessibly
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Ensure consistent messaging across email, web, and social
Email marketing
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Developed and published email campaigns via Salesforce Marketing Cloud
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Structured content to prioritize key information (dates, service details, next steps)
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Optimized layout and CTA placement for clarity and click-through
Socials
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Created social content supporting campaign milestones
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Adapted messaging for platform-specific formats
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Scheduled and monitored posts using Sprout Social
Results and Impact
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Contributed to a high-performing, multi-channel digital campaign supporting the Finch West LRT opening
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Drove strong growth in reach and engagement across email, web, and social compared to previous transit launches
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Improved email performance through content optimization, QA, and testing
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Helped deliver clear, timely service information to riders during a critical public launch
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Ensured consistent messaging and accurate information across all digital touchpoints