Marketing 2009 - Review Looking Inward: A New Brand Identity Value On Display…Every Day Marketing 2009 Telling the New Story of a 21st Century Building Trades Movement And…As a Result Destroying Old Stereotypes Marketing 2009 Three Focus Areas 1. 2. 3. Changing the Internal Culture of Union Construction Changing Perceptions Among Owners/Contractors Changing Perceptions Among Lawmakers, the Media, and the General Public Transitioning Into 2010 Main Objectives: 1. 2. 3. Solidify “Value on Display…Every Day” – both internally and externally Stop Playing Defense…Go on the Offensive Pull the Veil Off the Open-Shop Industry Business Model and the Damage It Causes www.PLAsWork.org www.ValueOnDisplay.com www.AUnionLife.com What’s the Other Side Saying? What’s the Other Side Saying? The federal Davis-Bacon Act is a Depression-era wage subsidy law enacted in 1931, whose time has run out. In a 21st Century global economy, it is essential to allow the free market system to determine wages. What’s the Other Side Saying? “We are unaware of any data or evidence that suggests that the needs and struggles of a construction contractor with fewer than 50 employees are so different from those of small business owners in other industries, and absent such convincing evidence, we are left to assume that this specific provision is merely a political payoff to satisfy the desires of a small constituency” What’s the Other Side Saying? Union-only PLAs drive up the cost of construction… PLAs discriminate and reduce competition PLAs exclude merit shop contractors PLAs limit bidders PLAs drive up costs on projects by 10 to20 percent. What Do We Do? What’s Our Focus? Continue Telling Our Story of a New, 21st Century Building Trades Movement Value on Display…Every Day What’s Our Focus? Understanding the “Re-Set” Economy A return to the fundamentals of investment, innovation and productivity Owners will be looking for value, innovation, productivity and efficiency when it comes to selecting partners THAT’S OUR SWEET SPOT! DO WHAT WE DO BEST! What’s Our Marketing Focus? Define The Opposition Educate lawmakers and the media on the unique nature of the U.S. construction industry, and why it warrants special consideration when it comes to public policy The U.S. Construction Industry For Example: 90% of Contractors have less than 20 workers 80% less than 10 68% less than 5 The U.S. Construction Industry Has the highest rate of among ALL industries for non-fatal injuries and illnesses Fatal injuries are 37% higher than ALL other industries Has the lowest rate of health-care coverage – and among employers with 10 or less workers, health care is almost non-existent Therefore, construction accounts for the highest rate of injuries and illnesses entering hospital emergency rooms – UNCOMPENSATED CARE! The U.S. Construction Industry Current estimates are that approximately 14% of the U.S. Construction industry is composed of illegal and undocumented workers U.S. Construction Industry In Dallas, TX it has been estimated that the societal costs of uncompensated health care – in the form of higher taxes and insurance premiums – is estimated at $1,800 per family! The U.S. Construction Industry IT’S TIME TO END THE OPEN SHOP’S “FREE RIDE” It is incredibly ironic that much of what drives and inflames the conservative, “Tea Bag” movement can be laid at the feet of the open-shop construction industry Putting it on the Open Shop Are you pissed about illegal immigration? Look No Further than the Open Shop! The U.S. Construction Industry Are you pissed that you had to pay $7.00 for a Tylenol on your hospital bill? Look no further than the Open-Shop! Putting it on the Open Shop Are you pissed about your state and local taxes going up? Look No Further Than the Open Shop! Putting it on the Open Shop Are you pissed that your health care insurance premiums are escalating beyond control? Look No Further Than the Open Shop! Our Plan – Marketing 2010 Break Through the Mass Media Bias Closely connected to entrenched interests Has now become a voice to serve a select few Alienating millions of citizens Make it difficult for citizens to identify what is best for themselves and for the nation as a whole Isolation and polarization of the people Under informed and misinformed New Media – New Tools New Media – New Tools Build a broad network of organizations (our own and others) and individuals so that our message(s) can grow exponentially Reach people with whom we don’t already have contact Raise media and public awareness Elevate our policy priorities…and remove the stigma of them being “special interest”…when, in fact, they are “community interest” policies. New Media – New Tools (cont.) Up-to-the minute participants in the marketplace of ideas Give an expanded voice to state/local councils, local unions and individual members Build connectivity (BCTD; affiliates; councils; local unions; researchers; support groups) Entice new members (organizing tool!) Ease of use New Tools New Tools (cont.) New Tools Where Do We Want to Go? 2010 Marketing Objectives Further cement the new brand identity of America’s Building Trades Unions Using New Media Tools, build connections and information-sharing between and among the BCTD, its affiliates, state and local building trades councils, individual local unions, the media and the general public. Through a strategic messaging approach, expose the open shop and put them on the defensive. Gain a newfound respect and admiration for all that we do for this nation 2010 Marketing Objectives A NEW STORY & A NEW IDENTITY… BROADCAST LOUD & WIDE Will Lead to: JOBS AND MARKET SHARE!