TRADE UP NEW MEXICO was the big winner at the "Cumbres Awards" held on April 9, 2009. Trade Up NM was developed by the Mechanical Electrical Sheet Metal Alliance (MESA). Representing MESA at the banquet were Dave McCoy,-NMSMCA, Tom Payne-Miller Bonded, and Steve Crespin-MCA.
The NM Chapter Public Relations Society of America presented eleven (11) awards to the Garrity Group -eight of those awards were for Trade Up New Mexico, including the most prestigious Gold Award for Institutional Promotions Campaigns. Other awards received by Tom Garrity, pictured left, were:
GOLD - Educators Packet - Publications and Brochrues Tactics
SILVER - Poster - Special Topic Publications Tactics
The Mechanical Electrical Sheet Metal Alliance (MESA) initiated a multiphase program to increase awareness about career opportunities through Union apprenticeship programs, highlight quality work performed by Union contractors and focus on career opportunities available for other professional positions in the respective organizations.
Following the successful start, the Trade Up program (designed to promote awareness and participation in Union apprenticeship programs) now enters into a maintenance phase, continuing to promote opportunities in Union apprenticeship programs through high schools and community colleges.
The next phase of the MESA initiative now focuses on Projects That Matter (PTM) campaign. Where Trade Up attracted workers to Union apprenticeship programs, PTM features the quality work performed by those contractors who hire Union labor. PTM focuses on the companies, processes and is a culmination of how the international apprenticeship training provides the foundation for projects that matter.
Since the MESA initiative, the national economy has nosedived into a recession. While many of the MESA members have been impacted immediately, almost all of the members say the entire industry is about ten months from hitting a dire straits.
The state of the economy has created increased competition for work. Residential builders, electricians and plumbers are bidding on commercial projects. Often those contractors lack needed certification and bonding. While those contractors end up getting the work because of a low-bid, the owners of the project quickly realize their mistake when projects are not to code, there is shoddy workmanship and laborers go unpaid.
This new marketplace dimension has placed a growing emphasis for Union contractors to show increased value in the services and skills they bring to the table. As a result, their projects might not be the lowest bid, but they will be the project delivered on time and on budget.
To parallel the PTM program, The Garrity Group will continue to maintain the successful Trade Up initiative, booking speaking engagements, maintaining contact with school officials and fielding internet inquires. We will also look at ways to effectively and economically reshape the Trade Up message to focus on attracting seasoned workers who can quickly transition from apprentice to Journeyman or test-in directly to Journeyman.
PTM Next Steps
The Garrity Group’s four step process to develop client solutions includes Research, Planning, Execution and Evaluation.
Research – Research provides the foundation for PTM’s success. The Primary research we will conduct includes focus groups and one on one interviews with General Contractors, Labor Unions, Purchasing Officers, Key Opinion Leaders and select elected officials. Secondary research will be conducted through queries of construction trade media and select publications – topics focusing on value, commercial construction trends, RFP requirements and labor/management initiatives to emphasize quality work on the jobsite.
Planning – Based on the research, a plan will be developed that identifies target audiences, goals, measureable objectives, strategies and tactics. The tactics, based on affirmation of the research, will focus on developing a central website that features high profile projects, general contractors, job opportunities and FAQs to consider when putting a project out to bid. The target audiences, based on affirmation of the research, will include purchasing officers, project owners, general contractors and human resource officers. In addition, the program will also include television and radio commercials (as well we some outdoor) featuring "projects that matter." The call to action will be a soft reinforcement of why it is important to get value in this day and age and the best way to gauge that value.
Execution – The program will be targeted to launch in the April/May timeframe
Evaluation – The plan that is developed will include measureable objectives to gauge the effectiveness of this initiative.
Next steps
Each of the six participating organizations need to provide:
The names of three general contractors to participate in focus group discussions
The names of three purchasing officers and new business development managers who can participate in focus group discussions.
The names of three key opinion leaders and/or elected officials to participate in focus group discussions.
A list of names and numbers for all members and who is the best contact for information on projects, lists of associations and community involvement issues, key employee bios.
All of the focus group discussions will occur during the 2
