When I started working with Support Ontario Youth and the Tools in the Trades Boot Camp, the main challenge was clear: consistently fill events.

Ontario is facing a growing need for skilled trades workers. From electrical and HVAC to plumbing, automotive, and even hairstyling, these careers are essential to how our communities function. Yet many people, especially younger audiences, are not fully aware of the opportunities available.

These programs were designed to change that.

My Role

As an Account Manager at TDG Marketing, I led the overall marketing strategy and handled day-to-day execution. I managed six-figure media budgets, coordinated campaigns across multiple channels, attended events, and worked closely with the client to ensure alignment with both enrollment and awareness goals.

Strategy

To drive results, I shifted the approach toward more targeted, story-driven marketing.

Video-first content: Focused on real, engaging formats such as "Day in the Life" videos of skilled trades workers and Tools in the Trades Boot Camp Sites, a parody-style series inspired by MTV Cribs. These helped showcase the environment, tools, and real experiences in a way that felt authentic and approachable.

Audience segmentation: Built separate campaigns for attendees, employers, and parents with tailored messaging and channel selection.

  • Traditional media channels performed strongly with parents and broad audiences.
  • Digital platforms were effective in reaching younger individuals exploring careers in the trades.

Creative direction: Introduced annual themes, including a "Trades as Heroes" concept, to keep campaigns engaging and visually distinct.

Multi-channel execution: Multi-channel execution: Leveraged television, radio, and both paid and organic social with a minimum of three posts per week.

Identified underperforming channels and reallocated budget toward higher-performing platforms to improve overall efficiency.

Results

From 2021 to 2026, the campaigns:

  • Consistently filled boot camps, summits, and events.
  • Increased engagement through a video-led content strategy.
  • Improved campaign performance through targeted messaging and channel selection.
  • Delivered strong reach across both digital and traditional channels.

During this time, I contributed to broader organizational growth, including:

  • 108 scholarships awarded.
  • 1,395 apprentices supported.
  • 455 employers onboarded.

Why This Matters

There is a real need to bring more people into the trades in Ontario. These roles are critical to infrastructure, housing, and economic growth, but they are often overlooked.

Being part of a campaign that not only filled events but also helped support real outcomes like apprenticeship growth, employer participation, and scholarship distribution is something I am genuinely proud of.

Key Takeaway

This experience reinforced that the right message, delivered to the right audience on the right channels, can drive real impact.