Background
The trades function ran three legacy brands (Etco, E-tec and ICE) that competed with each other for the same apprentice and employer audiences. A consolidation into Skills Trades Training launched in December 2025.
The problem
Three brands chasing the same buyer pool. Three sets of pixels, properties and ad accounts. A reactivation cohort sitting unmoved across the AU and NZ database.
And no virtual front door for the four divisions to capture and qualify lead intent at scale.
The solution
Stitch led the digital migration for the December 2025 consolidation. New Meta Pixel, new GA4 property, new Google Ads account, fresh Looker Studio dashboards across Skills Trades and E-tec, Stape server-side tagging.
Alongside the consolidation, Stitch built a virtual chat assistant family in production across Premiere, SDG (Australia and New Zealand) and Skills Institute, each hosted on Zapier with a RAG layer trained on Skills Group content and a Microsoft Power Automate connector into Dynamics 365 CRM for lead capture.
Demand gen was rebuilt around mid-funnel nurture against a three to six month decision window and $1,500 to $3,000 course price points.
+93%
Website users (first 90 days)
+56%
Sessions (first 90 days)
+43%
Conversions (first 90 days)
Additional outcomes
- Best demand-gen unit-economic at $6.82 Meta CPL on Data Cabling AKL
- Google blended CPA of $21.16 across the trades program
- Skills Institute Chatbot live on 30 April 2026 at skills-institute.zapier.app
- SDG webinar: 274 registrations, ~100 live attendees, 39% first eDM open rate, 31.7% second eDM open rate
- LinkedIn lead generation operating at approximately $58 CPL for the leadership offer
Closing
Three brands collapse into one. A chat assistant family answers the questions a sales rep used to take a week to get to. The reactivation cohort opens emails again. That is what a consolidation is supposed to feel like.