The University of Toronto Faculty of Kinesiology and Physical Education

The University of Toronto Faculty of Kinesiology and Physical Education

Digital Marketing and Web Design for Sport & Rec @KPE

As Canada’s top-ranked university, the University of Toronto fosters an environment of discovery and innovation. The Faculty of Kinesiology and Physical Education advances healthy living through inclusive movement, supported by research, academic programs, co-curricular fitness activities, and Varsity Blues athletics—home to U of T’s elite student-athletes competing in national and international sports.

In my Digital Marketing and Web Design role, I combined my technical know-how and my empathetic design approach to improve the holistic user experience, by implementing initiatives to enhance WCGA 2.0 accessibility standards, launch data driven marketing campaigns, and lead internal digital projects that positively impacted the U of T community, to achieve the Faculty’s mission of advancing healthy living through inclusive movement.

Objective

To improve the University of Toronto’s community user experience within the marketing funnel, by improving AODA standards of accessibility, executing strategic marketing campaigns with effective data-based messaging, and executing seamless software updates to optimize digital operations.

Challenges

  • Ensuring compliance with AODA standards while upgrading the website from Drupal 9 to Drupal 10 and dividing content features from the academic and cocurricular portfolios.

  • Successfully migrating over 1,000 digital assets to SharePoint without data loss, maintaining accessibility and structure.

  • Maintaining consistent communication and engagement with staff and faculty through digital channels, optimizing content reach.

Strategies

Content Optimization

Created and optimized over 60 webpages using HTML, CSS, and Drupal CMS. I worked on the website’s upgrade from Drupal 9 to Drupal 10, testing 24 features for AODA compliance. This ensured the website remained user-friendly and accessible to all visitors, focused on optimizing user experience, enhancing internal communications, and ensuring accessibility compliance.

Project Management

Led the scope planning, execution, and stakeholder coordination for the Faculty’s SharePoint migration project, successfully transitioning over 1,000 digital assets across nine client portfolios. This project streamlined content management and improved operational efficiency.

Email Marketing

Designed, tested, and deployed the monthly newsletter using Mailchimp, reaching over 300 staff and faculty members. The campaign drove a 12% increase in internal open rates, enhancing communication and engagement within the department.

Technical Writing

Authored over 100 pages of WCAG 2.0 internal content guidelines, which provided clear instructions for Faculty staff on how to update the website to meet AODA standards. This initiative improved the accessibility and usability of the site for all users.

Digital Marketing Analytics

Utilized KPIs to design Excel reports and slide deck presentations for senior leadership. These reports captured insights that drove an 80% growth in social media engagement, optimizing the Faculty’s content strategy and overall digital presence.

Web Design

Led the redesign of internal websites for clients, including Olympic athletes ahead of the 2023 Paris Olympics, as well as programs like Intramurals, Aquatics, and Sport Medicine Clinic, ensuring alignment with brand guidelines and meeting unique content needs.

Measurable Results

  • 3,000+ users on the Intramurals site

  • Designed and optimized 100+ web pages using HTML, CSS, and Drupal CMS

  • 24+ features updated for usability in the Drupal 10 upgrade

  • Led the migration of 1,000+ SharePoint files across 9 client portfolios

  • Collaborated with 9+ internal client portfolios

  • Managed a monthly 12% increase in internal email marketing open rates

  • Assisted in an 80% increase in social media followers

  • Created 100+ pages of WCAG 2.0 internal content guidelines

Conclusion & Takeaways

My time as a Digital Marketing and Web Designer at the University of Toronto's Faculty of Kinesiology and Physical Education provided invaluable hands-on experience in content design, project management, and strategic communication. Leading the redesign of key websites, optimizing digital assets for accessibility, and driving measurable increases in user engagement helped me sharpen my skills in web design, analytics, and stakeholder collaboration. Through managing a wide range of initiatives—from SharePoint migrations to improving internal email marketing performance—I gained a deep understanding of how to integrate technical and creative elements to achieve strategic goals.

This role deepened my ability to blend technical proficiency with creative problem-solving, preparing me to take on more complex challenges in the digital marketing space. Moving forward, I’m eager to apply these insights to continue driving initiatives that enhance customer satisfaction and contribute to advancing healthy living.