| A/B Testing: In digital marketing, A/B testing is the process of comparing two versions of a web page, email, or other asset to determine which one performs better. |
| Analytics: In marketing, the process of measuring and analyzing initiatives to evaluate their effectiveness, particularly with respect to return on investment. |
| AODA: The Accessibility for Ontarians with Disabilities Act, 2005 (AODA) is an Ontario law that aims to identify, remove and prevent barriers for people with disabilities. |
| Brand: A brand is defined as a toolbox of marketing and communications methods that help to distinguish a company from its competitors and create a lasting impression in the minds of customers. |
| Canadian Press Stylebook: Developed by Canada’s national news agency, this reference guide sets out standards for consistency and accuracy of writing style. |
| CASL: Canada’s Anti-Spam Legislation (CASL) is intended to protect consumers and businesses from the misuse of digital technology, including spam and other electronic threats. It was created in 2014 to reinforce best practices in email marketing and combat spam and related issues, including identity theft, phishing, and the spread of malware. |
| Checkfront: An online booking management platform. TRCA currently uses Checkfront to manage education program bookings, paid event registrations, picnic site reservations, etc. |
| CMYK: Refers to the colours used in process colour printing to create all other colours: cyan, magenta, yellow, and black. |
| Conversion Tracking: In digital marketing, conversion tracking uses code placed on a web page to track specific actions completed by users, such as clicking on a button or completing a form. Conversion tracking is one of the measures that can be used in developing analytics. |
| Display Ads: In digital marketing, display advertising refers to banner ads that appear in specific areas of a website, social media platform, or app. Display ads may include text, images, video, or animations. |
| Font: In typography, a font is a collection of characters (letters, numbers, punctuation marks, etc.) sharing a common design. Applying different fonts can change the look and feel of a block of text. |
| Hex: A colour hex code is a way of specifying colour in web design that uses hexadecimal values to express colour. |
| Icon: An icon is a graphic representation of a concept, object, or action. An icon may form part of a logo, but is not synonymous with a logo. |
| Impression: Refers to that point in which an advertisement is viewed by a user or renders on his/her screen. |
| Logo: A graphic symbol or emblem used to represent an organization or product. A logo forms an important part of an organization’s brand, but is not synonymous with a brand. |
| MailChimp: A web-based email marketing service that enables organizations to design and distribute email newsletter campaigns and manage recipient lists. |
| Media Advisory: Communications document issued to members of the media, encouraging them to attend and cover an event or press conference. |
| Media Release: Communications document issued to members of the media, making a significant announcement such as a new project or milestone or announcing the details of a major event. |
| MFIPPA: Ontario’s Municipal Freedom of Information and Protection of Privacy Act is intended to protect the privacy of individuals with respect to personal information about themselves held by institutions, and to provide individuals with a right of access to that information. |
| Pantone: A proprietary system for matching colors, used in specifying printing inks. The Pantone Matching System is the standard for graphic designers and printers the world over. |
| Pitch: In media relations parlance, making a pitch refers to proposing a story idea or topic for coverage to a journalist. |
| Press Conference: An event scheduled to present an announcement or newsworthy content to members of the media. |
| Reach: Refers to the total number of individuals or households exposed, at least once, to a promotional message or advertising campaign during a given period. |
| Remarketing: Uses browser cookies to serve targeted ads to users who have previously visited or taken action on your website. |
| RGB: Refers to the colours used to create all other colours for the web: red, green, and blue. |
| Search Ads: In digital marketing, search advertising appears on search platforms such as Google or Bing. Search ads are targeted to match keywords entered by users. |
| Stock photography: Stock photography is the supply of photographs licensed for specific uses. It is used to fulfill the needs of creative assignments instead of hiring a photographer. |
| Storyboard: In video production, a storyboard is a sequence of illustrations representing, shot by shot, how the story will flow. |
| Swag: Colloquial term referring to inexpensive giveaway items intended to promote or advertise a brand. |
| View: Each time a user visits a web page it is called a page view. Unique page views are commonly tracked to log the number of different visitors a website receives in a given time period. |
| WCAG 2.0: The Web Content Accessibility Guidelines (WCAG) is an internationally recognized standard created by the World Wide Web Consortium (W3C). WCAG 2.0 is currently the definitive world standard for accessibility of online content. |