External Positioning
Proving Contractors & Workforce Skills
In 2003, the Mechanical Contractors Association of America’s “Promises
With Proof” campaign was started.
This ambitious nation-wide
program, created by MCA Chicago’s marketing firm, Nehlsen Communications,
supports the claims that the union contractors and their workforce
are more productive, more skilled, and safer
than all the others. “Proof” of
these claims is offered through: success stories supplied by local
associations around the country; research articles; and testimonials
from end-users. The comprehensive campaign
incorporates the “Proof” into
radio and TV advertising, print advertising, direct mail, press releases,
and a website, www.mcaproof.com.
Designed for use by all MCA affiliates across the country, the materials
are easily customizable to individual affiliates. The “Promises
With Proof” campaign has garnered significant national media
coverage in trade and business publications throughout the county.
As a result of its success, the campaign is being tailored to fit
the needs of individual contractors, and MCA members will soon be
able to use the material to help market their company.
Marketing with
Partners
MCA Chicago was the first to create a marketing partnership with
labor, and now uses the Illinois Pipe Trades Advancement and Promotional
Program to promote MCA and the industry as a whole. This partnership
will allow
us to expand our marketing efforts, as we further fortify
our relationship with the union.
A Step or Two Ahead in Marketing
While many associations are just beginning to see the value of marketing,
MCA determined several years ago
that “if it’s not worth
telling people about, they we probably shouldn’t be doing it.” Through
TV, radio, and print mediums, MCA is now perceived as a cutting edge
association directed by an aggressive and focused group of contractors,
with business practices that are being emulated nationwide.
In order to utilize our marketing dollars effectively, we continue
to look for creative new marketing techniques and partnerships that
will help us promote the strengths of our members and their union
workforce throughout the Chicagoland area. This is done through our “Taking
on Tomorrow” recruiting and image campaign. Recently, we developed
bi-lingual recruiting materials in a comic book style that are targeted
at high school and college age apprenticeship candidates. These nationally
acclaimed materials offer a creative means of conveying the benefits
of union membership and have resulted in a significant increase in
apprentice application numbers.
Speaking Out on the Issues
With the help of our marketing firm, Nehlsen Communications, MCA
Chicago garners regional, and in some
cases national, coverage on
association-related topics through well timed and placed press releases.
Past releases have covered topics such as low bids, safety, green
building, first woman president, increasing productivity, and weatherizing
your home and office. These releases have been used in regional publications
such as Midwest Construction and the Sun Times, as well as national
publications like ENR. MCA also has developed
a number of white and
position papers, which detail our standing on specific issues and
offer support.
Copyright © 2005 Mechanical Contractors Association Chicago