Designing, creating and implementing an organizing campaign to help your Union grow!

The Insulation Industry International Apprentice and Training Fund (IIIATF) wanted to create an apprentice recruitment campaign to stand out from their non-union competitors and other building trades unions.

BMA Media Group was selected by the training divisions of the Heat and Frost Insulators and insulators-transform-recruitment-campaignAllied Workers to create this campaign, and after performing research, developed a recruitment plan to stay true to their organizational goals to attract new members.

The campaign theme was “Transform your life: Transform your world”  and was designed to target men and women between the ages of 16 and 20.

Once a target audience was determined, this full marketing campaign was implemented across the U.S. to introduce high school and college-aged people to career possibilities in the insulation industry.

Components to this complete marketing recruitment campaign included:

  • Logo, theme and brand development
  • Printable tools; brochures, posters, stickers
  • Table cloths
  • Career-based website pages
  • Customized landing pages
  • Text messaging campaign
  • Eight audience driven videos and a “Career Day” video

All of these pieces worked together to create a comprehensive marketing campaign to recruit and maintain apprentices.

BMA added new, career-based pages to an existing website, in order to create a new section to focus strictly on careers within the construction industry for the Insulators. These pages used the campaign’s style guide to maintain consistency and branding. Anyone navigating through this section could click on a call-to-action button to take them to one of several campaign-specific landing pages, where they could sign-up for more information.

LaborTools, powered by BMA Media Group is proud to help the IIIATF send a powerful message to their target audience.

If your organization is looking to run a recruitment campaign in the future, contact us for more information on how BMA can help you.


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: Print, Membership Development, Apprenticeship Recruitment, BMA Media Group, Branding, Organizing, General Recruitment, LaborTools, Union, Building Trades, Digital Recruitment

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.