International Union Training Fund recruitment campaign targeted potential Sheet Metal apprentices.

Recently, BMA Media Group completed an apprenticeship recruitment project for the International Training Institute for the Sheet Metal and Air Conditioning Industry. This project was designed to recruit highly-qualified apprentices into a career as a Union Sheet Metal worker. This campaign mainly targeted the high school and college age demographic.

Theme Development

After arranging discovery meetings with industry leaders, apprentices, contractors, journeyman, facility managers, lead technicians, training directors, and general contractors, we brought our findings back and began to work on generating a strong theme that would intrigue our target audience of high-school, college, and post-college age adults to consider becoming apprentices with ITI.

After several iterations of theme ideation and drafting we decided on our theme:

Image of the Discover Commit Contribute iTi logo

Discover | Commit | Contribute

After picking this theme we picked our shoot locations and began gathering a series of site- and industry-related facts that would help us create a dynamic set of videos. After this period of research we began to story board. This gave us a good idea of what the scripts would like while allowing us to maintain a certain level of flexibility to schedule video shoots in the various locations we had picked.

Script Production

After the concept was agreed upon and approved both in-house and by the client, we continued to storyboard. This set the groundwork for our script. Several drafts of the script were written before we had a script we felt achieved what we wanted it to.

In addition to writing the script, we also scheduled and performed dozens of interviews in various locations with various people involved in the Sheet Metal industry. As well as providing further insight into the Sheet Metal industry, these interviews also provided a very good source of video footage we could utilize for several other companion videos we would create for the project.


After months of shooting, editing, and audio work, the complete set of videos was completed and delivered to the client to help them recruit the best apprentices possible. LaborTools is proud to help the International Training Institute for the Sheet Metal and Air Conditioning Industry secure its future.

If your organization is looking to create a video, contact LaborTools to find out more about how our award-winning video production team can help bring your ideas to life.

LaborTools powered by BMA Media Group is used to help strengthen our union client’s organizations. From working with unions from the local level to the international, with training funds and labor management partnerships, as well as other labor organizations, BMA has experience with organizations of all sizes. We are here to create and implement unique and customized marketing campaigns for our clients.

At BMA, we offer services in the following categories: union event services (from writing the history of your union to executing the logistics of an event,) video production, website design, union marketing campaigns, print and broadcast advertising, social media management, development of print materials, building trades industry education, labor public relations and crisis management, union merchandise, as well as strategic branding and marketing of union organizations.

BMA Media Group is a Union Building Trades Contractor, signatory with International Brotherhood of Electrical Workers Union Local 673 and International Union of Painters and Allied Trades DC 6 / Sign Display and Allied Trades Local 639. BMA Media Group is also signatory with AFTRA and an affiliate contractor of the Cleveland Chapter of NECA. 

Topics: Marketing, Social Media, Advertising, Membership Development, Apprenticeship Recruitment, BMA Media Group, Video Production, Branding, LaborTools, Building Trades

Laura Ziemianski

Written by Laura Ziemianski