The United Association’s International Training Fund has enlisted the BMA Media Group to build upon previous promotional branding of the Veterans in Piping (VIP) program and encourage more active-duty transitioning military service members to apply for the VIP program.

The UA VIP program trains active-duty military service members who are starting the process of transitioning back to a civilian career. The program introduces these individuals to possible careers in the pipe trades through hands-on and classroom instruction. The training is conducted on seven different military bases across the U.S.

Upon completion of the program and discharge from military service, the “VIP Graduates” are promised job placement with a UA signatory contractor and a spot in the UA registered apprenticeship program. This eliminates a great deal of stress many new military veterans experience, especially finding good paying jobs during a struggling economy. 

Recruiting UA VIP applicants

BMA Media Group helps recruit UA VIP applicants across the seven participating military installations using a variety of traditional and digital recruitment tools. These methods include, but are not limited to:

  • Print banners, flyers and posters to be hung in common areas on the bases
  • Specific strategies and information placement for each installation
  • Targeted, online advertisement surrounding each participating base
  • Text messaging program
  • Press releases highlighting current classes and past successes to improve online search optimization.

Developing separate plans to recruit union members

Over the past five years, the BMA Media Group has established a relationship with the UA International Training Fund through the VIP program. The efforts have helped the UA attract quality apprentice candidates to bolster efforts for Locals across the U.S. 

In its efforts to recruit more applicants to the VIP program, it has become evident that each of the seven installations has its own needs, which require customized and separate recruitment plans.

BMA Media Group has separated the programs into two categories, depending on their need for applicants. While staying within the provided project budget, the recruitment plans include the use of Google AdWords and Google Display campaigns at each base. These campaigns direct military members who are searching the internet for civilian career options to a specific page on the UA VIP website where they can learn about the program, submit their contact information and apply for the program. 

Many of the union recruiting techniques incorporated by BMA Media Group for the UA VIP Program can be easily adapted to regular union recruitment efforts -- for either apprentice candidates or experienced non-union tradesmen and tradeswomen.

Do you want the experienced, professional BMA staff to create a recruitment program for your union? If so, be sure to check out the LaborTools advertising services page. Feel free to contact us with any additional questions.


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: BMA Media Group, Union, United Association, United Association International Training Fund, UA VIP

Jim Embrescia

Written by Jim Embrescia