Second Story and iTi: Partnering to Connect the Next Generation
A first-of-its-kind website initiative helping training centers across North America connect with the next generation of sheet metal professionals.
When the International Training Institute (iTi) approached us in 2024, they shared a challenge we’ve seen across the skilled trades: many Joint Apprenticeship Training Committees (JATCs) were doing incredible work training the next generation of sheet metal professionals but their online presence didn’t reflect that excellence.
In fact, some training centers had no website at all. Others were relying on outdated pages or even paper applications. It was clear the industry needed a modern, unified digital solution to better connect with future apprentices.
Together, we set out to change that.
Second Story Marketing Group partnered with iTi to design and develop a customizable website template built specifically for JATCs — a first-of-its-kind initiative in the union sheet metal trade. The goal was simple but powerful: give every training center, no matter its size or resources, access to a professional, adaptable, and easy-to-manage website that could attract new talent and serve its local community.
The result was a multi-page, mobile responsive, clean template that includes recruitment-focused content, program descriptions, proprietary software integration, and high-quality imagery from Second Story Marketing Group’s library. Each JATC can tailor the design and content to match its unique programs, partners, and local identity while maintaining a consistent national standard for quality and user experience.
The project was awarded in late 2024 and rollout to JATCs began in March 2025. Since then, we have launched nine training center websites, with several more sites planned over the next six months.
“Second Story exceeded our vision. Their work is helping training centers connect with the next generation and focus on what matters most, training. Their ability to tell our story visually is making an impact in our industry.”
— Michael Harris, Executive Director, International Training Institute
This initiative has become more than just a website project. It’s a communications breakthrough for the union sheet metal industry. By replacing outdated systems and paper-based processes with a modern digital platform, training centers are saving valuable administrative time, improving visibility, and engaging a new generation of recruits who live and learn online.
For Second Story Marketing Group, this represents more than a milestone. It’s a moment of impact. It’s proof that when innovation meets purpose, storytelling can do more than attract attention; it can help reshape how an entire industry connects, grows, and thrives.
If your training center, organization or business is ready to modernize how it connects with future tradespeople, we’d love to help. Click here Contact SSMG to start the conversation.