TRIEC
Driving Lead and Engagement Through Positioning and Digital Marketing
Project brief:
TRIEC (Toronto Region Immigrant Employment Council) has spent 20+ years advancing immigrant talent in Canadian workplaces. Their LIFT program is a dual-focused leadership and career development program for immigrant employees and the managers who lead them.
Challenge:
TRIEC had evolved significantly but the LIFT brand and messaging had changed. The new brand story needed to match and resonate with their multiple distinct audiences. They needed a rebrand strategy, a sharper positioning, and a go-to-market strategy to drive awareness and increase employer enrollment.
Our approach:
We built a full ICP framework — defining three audience segments and mapping each one's pain points, goals, and conversion triggers. This informed a positioning and messaging architecture that let LIFT speak distinctly to each audience. We rewrote website and landing page copy per segment, built a social media content strategy with distinct content pillars per ICP, and executed paid ad campaigns with audience-specific creative and targeting.
Results:
• Three defined ICPs — giving the team strategic clarity across all marketing and outreach.
• Stronger differentiation in a crowded L&D and DEI market.
• Content strategy consistently reaching HR, EDI, and manager audiences.
Testimonial:
"Emma was a pleasure to work with on the communications and social media strategy for our program rebrand. She developed thoughtful, high-quality content across several platforms, including our website, slide deck, and social media posts. Emma took the time to truly understand our goals, values, and the direction we wanted to go — and that insight came through clearly in the final deliverables. I highly recommend her." Rachel Crowe, TRIEC
Industry:
Non-Profit
Services/project scope:
• ICP Development & Audience Segmentation
• Positioning & Messaging Framework
• Website Copywriting & Content Strategy
• Social Media Strategy & Content Creation
• Paid Advertising
