Moving2Canada

The system

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Immigration is a subject where bad information costs people money and time. Moving2Canada had the expertise. What it lacked was a content architecture that made that expertise findable, watchable and credible.

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I built the editorial calendar and the channel strategy around what newcomers were actually searching for, then defined the format and the standard every video and podcast would be produced against.

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The structure had to serve two audiences at once: newcomers arriving with questions, and the partners and sponsors who needed to reach them. One system, two jobs.

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Results

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The channel passed 1 million views within twelve months of the strategy going live.

The framework outlasted the videos. Content continued to be commissioned against the structure and standard set then, which is the only real test of whether a content system works: whether it still runs once the person who built it has moved on.

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