CUTI

CUTI (Canadian Utilities Technologies Institute) Centre for Training was created to combat the current environment of inconsistent training offered between various organizations, lack of certification, and lack of universally applicable high-quality training within the fields of damage prevention, mapping, and utility construction trades. This type of training was not previously readily available, but CUTI aims to bridge this industry gap for the benefit of trainees, clients, and the general public. CUTI is currently based in Ontario and operates out of the province.

ONYX provided 1 BD Team (1 Business Development Representative + 1 Researcher) to secure meetings with key accounts for CUTI. Since the outreach could only be targeted to companies/organizations within Ontario, special care had to be taken in regards to the strategy to optimize the limited number of accounts existing that fit CUTI’s needs.

CUTI prioritized finding prospective trainees first, as they already had some clients and courses that needed to be filled. Since ONYX performs B2B outreach, the strategy had to focus on organizations that could connect us with members who were seeking employment/skills upgrading.

Outreach began in December 2021 and ONYX has deployed 3 campaigns since outreach began in coordination with CUTI. These have been geared toward:

• Employment Agencies/Centres in the Greater Toronto Area (GTA)
• Colleges in the Greater Toronto Area (GTA)
• Religious/Cultural Communities in the Greater Toronto Area (GTA)

ONYX supports these efforts using multi-channel outbound campaigns, including primarily email and phone, along with web, ads, and social media.