Steamfitters Local 601 is a United Association (UA) union in Southeastern Wisconsin. For over a century they have laid the infrastructure foundation for industry in Wisconsin. Their work is specialized, rigorous and essential. However, leadership determined that their lack of marketing and branding had become a liability that was limiting the success of the organization and its members. STIR was tasked with remaking their brand marketing to align it to the high standards that they uphold in their work.
Drafting a Blueprint for Success
STIR’s Future Scape Planning process defined audience segments, business and marketing objectives, and an extensive set of digital infrastructure needs. Union leadership approved the holistic vision presented by STIR. The marketing plan sought to:
- Build positive perceptions of the role of the union in the construction industry.
- Build awareness of the positive employment benefits associated with the steamfitting trade.
- Assist in the recruitment of new apprentices.
- Promote to construction companies the benefits of working with the union’s signatory mechanical contractors.
Crafting a New Identity
Local 601 initially was using multiple logos and name variations. STIR standardized usage through a new logo design that achieved consensus among union membership.
Laying a Digital Foundation
STIR designed a new website that would provide the needed functionality for content and recruitment marketing. The site needed to serve members, apprenticeship recruits, corporate construction executives, signatory subcontractors and media. Written copy, imagery and art direction followed new standards. New photography was shot and messaging was carefully crafted. A content management system (CMS) and email capability were integrated, and the database was streamlined.
Creating Positive Impressions En Masse
Leveraging the power of public relations. Millions of positive perceptions were generated through print, digital and TV stories featuring Local 601 training facilities, apprenticeship programs, and community activation. This had an immediate impact on recruitment.
Harnessing the Power of Social Media
Through STIR, Local 601 established and grew a strong following both on consumer (Facebook/Instagram) and Business (LinkedIn) platforms. Organic and paid efforts promoted media hits, content pieces, blogs, membership events and job site postings. This raised visibility among all top audiences including their own membership, where morale swelled.
Illustrating the Benefits of Affiliation Through Content
Thought leadership pieces in the form of Master Content and blogs provide corporate prospects with an enlightened rationale for union affiliation and highlights the many benefits of hiring union labor. This content is promoted with targeted emails, paid social, sponsored content and public relations. STIR reaches virtually every prospect in the Local 601 geography (SE WI) regularly with new content.
Filling the Pipeline With Leads
Within a year, Steamfitters Local 601 had completed its Brand Turnaround, filling its pipeline with apprentice applications. It had established new levels of awareness and partnership with corporations and is supporting its signatory contractors with a steady stream of qualified leads.