A direct result of a government-funded program put in place to address the skilled trades gap in Ontario, Tools in the Trades Boot Camps are free-to-attend events held across the province offering attendees a taste of the industry - including networking opportunities, employability tips, hands-on exercises, and a free tool kit.
A shift in target audiences in the second year of the program meant we could no longer target high-school students and instead needed to focus on the general public to fill the events. Our mission was to fill every Boot Camp with pre-screened applicants.
We focused on macro and micro-advertising and spent the first three months growing the brand from the previous year, now targeting those who are 18+ and not currently enrolled in full-time education. Our team produced a commercial which was aired on Rogers, Bell TV and Corus channels, in addition to radio ads, outdoor billboard advertisements, and a major focus on digital marketing and organic social media initiatives. We also designed and developed a new custom website to drive traffic of pre-screened applicants based on personality test results.