With the desire and need to reach out to the community in an effective way to recruit new members and generate interest in joining their organization, the IBEW 104 in Boston and the Northeastern Joint Apprenticeship & Training Committee took to the air waves in a unique radio campaign. With the creativity of the BMA Media Group’s Advertising arm behind it, the highly effective advertising effort targeted the New Hampshire area and was an unprecedented success.

Running in the Spring of 2003 on two popular local stations, phone calls began coming into IBEW 104 the first day the creative spots produced in BMA’s award-wining production studio were aired. Throughout the nine-week campaign, calls continued to pour in from individuals interested in learning the outside electrical industry and creating union attention for non-union linemen.

In fact, one non-union contractor in the area called after hearing the commercials, as they had sparked an interest in the present-day union happenings. It was the kind of result that only the skills of a professional agency like BMA Media Group can produce.

IBEW Local 683 and the Central Ohio branch of the National Electrical Contractors Association (NECA) looked to America’s Pastime and BMA Media Group to let the public know its workers were available and able to get any job done for them.  BMA designed, produced and placed a catchy print ad in a unique publication – the game program of the New York Yankees’ popular Triple-A baseball team, the Columbus Clippers.

The ad told fans where they could get the contractors they need – and surely caught their attention with the use of BMA Media Group’s Advertising design and placement skills.

“BMA has presented itself as a positive advocate for our industry,” Frank Piatt of NECA said. “Those of us who work day to day in the electrical contracting business get bogged down with everything that seems to be ‘wrong’ with the industry. BMA always reminded me that there is a lot that is ‘right’ about it and that we have something to be proud of.  If all we do is focus on the smelly side of our business, we are just like the dog chasing its tail. I’d rather be looking face forward and getting the fresh air and I think that BMA has been encouraging us to do that.”