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?

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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

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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

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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

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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.)

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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!
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The US Construction Industry - Building and Construction Trades