Michigan Regional Council of Carpenters & Millwrights
The Michigan Regional Council of Carpenters and Millwrights (MRCC), the largest trade union in Michigan, saw the need for a more streamlined and focused approach…and with Publicity Works they received it.
Enhance the union’s image as a skilled and well-trained workforce, in order to grow its membership and increase the number of employer groups who will contract union labor.
At the same time, create public awareness of the positive service that the carpenters union provides to the communities in which its members live and work.
To meet MRCC’s challenges, PW’s ongoing strategy wisely allocates a streamlined advertising budget, while using its influence in the local media to produce an even greater return on the client’s investment. Publicity Works’ multi-tiered campaigns for this prominent union include creative and effective TV and radio spots, supported by continuous exposure in regional and national trade publications, and exceptional coverage of the union’s charitable works.
PW recent public relations and advertising campaigns for the MRCC were documented in a survey conducted by MORPACE International, a leading independent market research and consulting firm. Awareness of MRCC went UP 1/3…from 56% to an impressive 74%! Three out of four viewers are now familiar with the MRCC. Positive opinion went UP! – 52% of those surveyed who were exposed to MRCC advertising indicated that it improved their impression of the union. And recall of MRCC advertising is now TWICE THAT OF OTHER ORGANIZED LABOR GROUPS.