#TransformTheTrade

A new initiative to promote qualified and quality labor

The industry – and the world as we know it – has been going through some changes. But in the midst of the upheaval, some new initiatives and energy are emerging to move the industry forward in a positive way. 

Even though the Certified Tile Installer (CTI) tests have been put on hold in light of COVID-19, in the latter part of April, some discussion began percolating about crafting a message that summarized the mission of the Ceramic Tile Education Foundation (CTEF) and the broader mission of elevating the tile trade as a whole. This phrase would need to be easily and readily accessible by those on social media. 

CTEF board member Joseph Mattice, of On the Level Tile in Greenville, S.C., together with NTCA Assistant Executive Director Jim Olson, NTCA Training Director Mark Heinlein, and CTEF’s Scott Carothers and Cathey McAlister, explored several slogans and tag lines. One of the contenders was “Transform the Trade,” which originally emerged from discussions with Mattice, and other newly-named CTEF board members, Erin Albrecht of J&R Tile, San Antonio, Texas; Trask Bergerson of Bergerson Tile & Stone, Astoria, Oregon; and former CTEF Industry Liaison and Promotions Director Heidi Cronin.

Mattice brought this catch-phrase, as well as several others, to a Zoom meeting of CTIs the last weekend of April for feedback. “We polled everyone about messages – not just about the [CTI] test, but how it correlates with CTEF mission statement,” Mattice said. “Transform the Trade”
(#transformthetrade) was the overwhelming favorite of the group.

The alliterative phrase was also chosen because of the different ways it can succinctly highlight other core messages of the CTEF mission, such as:

• Transform the Trade – Take the Test
• Transform the Trade – Prove yourself
• Transform the Trade – Become a CTI
• Transform the Trade – Join CTEF

“We determined to begin using #transformthetrade as a hashtag on our posts and emails and YouTube, etc.,” Heinlein added. 

From there, Mattice connected with CTIs Jim Tsigos of Tsigos Construction, Delran, N.J., Ken Ballin of Skyro Flooring in West Creek, N.J., and Brandt Garrison of Garrison Tile & Renovation in Heyburn, Idaho, to create a Facebook group. The Facebook group is intended as both a place for CTIs to exchange information, but also where those who are interested in taking the test can come to get information from existing CTIs. Once live tests start up again, an announcement will be posted at the top of the page with locations and dates, Mattice said. Mattice also runs weekly Zoom meetings to address various aspects of the effort, such as addressing social media and programs for CTEF to support CTIs.

“Transform the trade” gives a context to discuss elevating standards and qualified labor in general: “It’s where we all want to go,” Mattice said. “It’s not just about taking the test – it’s also about getting industry partners involved. For instance, distributors have to eat a lot of terrible installs, so it benefits them to focus more on quality and qualified labor. And qualified contractors tend to buy better product, so that benefits the manufacturer. This is about the overall trade – the test is just one element of it.” 

Mattice is proud to be part of this effort. “An exciting thing is the energy the CTIs have poured into this in 1.5 weeks!” he said. “It just blew up! It’s a positive focus and a call to action. This is a step you can take that will actually transform things.”

Now when you see #transformthetrade starting to crop up on social media and industry communications, you’ll know what it all means. Check out the Facebook group to join in!