The Alliance Wins!
11/12/2007
l-r, Jim Kehoe (Local 322), Ross Sacco (ULW), and John Connors (SJMCA)
The Sheraton of New York played host to the first National Construction, Labor & Management Marketing Conference on November 1st & 2nd, 2007 in New York City. During the award ceremony portion of the conference Union Labor Works client "The Alliance" won an award for their marketing campaign. The Alliance is a joint partnership between Plumbers and Pipefitters Local 322 and the South Jersey Mechanical Contractors Association. Click on the headline to read more!
This campaign was a joint Direct Mail and Internet Marketing Program. The Alliance needed to target the End User and Owner to increase market share. There are instances where their targeted customer will not take their calls, so we created this video to send to them in an unobtrusive way. The video can be watched on their time and can be more effective than tactics like the Rat. Rather than combine both Industrial and Commercial construction, we actually created TWO different videos. There are some similarities with the pieces, such as Training and Safety, but the Testimonials differ in each.
The Video was reproduced utilizing a slick direct mail piece that allowed us to include a letter to the recipient which asked them to watch the video and meet with us in the future when a Business Agent contacts them. The Website (www.thealliancenj.org) was a complimentary aspect to the campaign because it allows them to spread current news and events. Videos cannot be easily changed, but the website can. In addition, the videos were uploaded to the site which allowed us to refer people there to see the production, find a contractor, and more.
Additional Information:
http://www.thealliancenj.org
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