Although both are effective, digital campaigns may provide unions with better results than print campaigns.

LaborTools, powered by BMA Media Group, was recently contracted to help an international union create a targeted recruitment campaign, that used both print and digital strategies.

This campaign served a dual purpose by not only helping the international organize non-union tradesmen and tradeswomen, but also allowed the client to directly compare a traditional campaign against a digital campaign.

Building a Union recruitment campaign

BMA developed all aspects of the targeted organizing campaign, including the following components:

  • Styleguide
  • Logo
  • Brand
  • Theme
  • Micro-website
  • Newspaper ads
  • Monthly results report

The traditional campaign consisted of a one time full-page, full-color newspaper run in three markets designated by the client. The ads directed readers to visit the campaign’s website for more information.

For the same cost as the one-day print ad, the digital campaign was able to run for 8 months on Facebook, YouTube, Instagram and Google in the same three regions where the newspaper ads were published.

What happened after?

When the campaigns concluded, the digital campaign exceeded all expectations, resulting in 116 times more applications compared to the published newspaper ad.

Both campaigns spent roughly the same amount of money, but the digital campaign ran for more than half the year, compared to the one-day newspaper ads.

In the end, the client had overwhelming evidence to prove the effectiveness and efficiency of digital advertising. They have since launched a new digital advertising for another organizing campaign.

Does your organization need help with an organizing campaign? Reach out to BMA for more information, so we can help create a campaign that will meet your needs.


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: Advertising, Membership Development, BMA Media Group, Organizing, General Recruitment, LaborTools, Union, Building Trades

BMA Media Group Staff

Written by BMA Media Group Staff

BMA Media Group is a full-service marketing, communications, multimedia, public relations and special events agency. Our creative group of experienced marketing, communications and public relations professionals; web and graphic designers; video/audio production engineers; special-events producers; and operations and sales staff makes us uniquely positioned to properly and effectively execute results-based campaigns and multimedia services for our clients.