When you need to attract a younger age group, rebranding your union through a logo can help.

Toledo-Electrical-JATC-LogoFirst impressions can often times make or break how someone perceives an organization. In less than 15 seconds, the chance to influence someone may disappear because of an outdated image or theme.

That’s where Labor Tools powered by BMA Media Group comes into play.

The Toledo Electrical Joint Apprenticeship and Training Committee (TEJATC) trusted LaborTools to help them appear more appealing to today’s youth. The overall look of the TEJATC brand needed to be transformed from something dated to something guaranteed to appeal to the eyes.

TEJATC-Pull-Up-BannerThe re-branding campaign included an updated and refreshed look to enhance the JATC’s image, including a new logo, style guide, and collateral pieces.

Our experience graphics team gave the logo a complete makeover to include a vibrant color palette of bright blues and greens. The blue represented new technologies and clean references to water, air, and energy. Green was a direct reference to green energy, while also representing the growth an apprentice undergoes as they learn the trade. Golds and oranges were added to expand the color palette with warm, complementary colors that would allow the brand to appear more vibrant and exciting. We also incorporated solar panels and a wind turbine to show the TEJATC is knowledgeable on the latest green technologies.

Changes were also made to their collateral material. For instance, we redesigned their recruiting brochure in order to make more attractive to their target audience. To achieve this goal, new images were used on the brochure to make it appear friendlier and attract more diverse candidates.

The LaborTools marketing team wanted to emphasize two messages hidden within the brochure. The lines “Train to be an Electrician” and “Earn While You Learn” became the focus of this re-branded item, simple, straightforward statements that succinctly get the targeted message to the reader. The new graphics were also used on other materials, including trade show signage, pull up banners, and table covers.

LaborTools is your union’s full-service marketing solution. We can help turn an outdated image into something appealing to your target demographic. When your union feels it’s time for a change, trust LaborTools to make your union look good.

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, Print, Apprenticeship Recruitment, Member Communications, BMA Media Group, Branding, Industry Education, LaborTools, IBEW, JATC, International Brotherhood of Electrical Workers

Laura Ziemianski

Written by Laura Ziemianski