“If you don’t vote. Don’t Complain.”
In 2018 we helped the United Association of Plumbers and Pipefitters break new ground when it comes to targeting and delivering key messages to their union’s membership. We needed to make sure that UA members had the critical information they needed to know before making their choice in the fall election. We did this through a variety of messages from the UA’s General President Mark McManus as well as candidate-specific advertising by state. Below are some examples and an overview of our work.
A “surround sound” approach
In the past, when delivering the messages that the UA membership needed to hear, the union relied mainly on direct mail. While that approach may have worked in the past, today’s media environment is highly fractured. Members (like voters) receive their information from a variety of sources throughout their day – TV, radio, online, social media, newspapers, etc.
That means utilizing just one method to communicate with your membership is ineffective.
We helped the UA build on the old ways to communicate while seamlessly integrating new cutting-edge technologies. Combined, this effort created a “surround sound” to UA members.
Addressable Satellite: Think Direct Mail for TV
We custom-matched the United Association’s membership list to DirecTV and Dish Network and were able to advertise nationally to only UA member households. Roughly 25% of the union’s membership were satellite subscribers and this gave us a unique ability to deliver a high frequency of ads to member households with spots featuring the UA’s General President Mark McManus urging the union’s members to visit the UA website to find out more information about battleground races and encouraging them to vote.
The UA’s website contained information about the candidates and their votes that affected UA members. Unlike traditional television, with addressable satellite targeting it doesn’t matter if the target is watching old Leave it to Beaver re-runs or if they’re watching the MLB Playoffs… you’re buying a frequency to your target. So when that union member household turned on the TV, the UA was delivering a UA ad to their UA member’s eyeballs… without the waste of advertising to everyone else who wasn’t a member of their union.
Union Member-Only Digital & Social Advertising
We custom matched the UA’s membership to online cookies and mobile device IDs. This allowed the UA to deliver ads directly to their members and speak to them on websites and social media. We delivered 30 and 15-second video ads and display banners across the web to UA members. Additionally, we also found new ways to reach members through list-matched native sponsored content (suggested articles specific to the states), and programmatic digital audio.
Coordinated Media Message & Timing
We worked with the UA’s new direct mail vendor, 50+1 Strategies, to time all of our messages – across all the various advertising channels – to hit at just the right time with the right message. This created a “surround sound” effect for the membership.
“At the United Association we need politicians who will walk the walk.”
Below are a few examples of the campaign-specific ads we ran across the country.
Member-to-Member Ads supporting candidates for Senate, Governor, & Congress
The UA ran ads to their members nationally and in support of various endorsed candidates for U.S. Senate, Congress, and Governor. The UA cut specific ads for Joe Manchin in WV, Jon Tester in MT, Kyrsten Sinema in AZ, Jacky Rosen in NV as well as for governor races around the country for their endorsed candidates. Below is an example of one of the many ads we produced for them, this one communicating with their members about the U.S. Senate race in West Virginia.
UA – Member-to-Member Display Ad (examples)
UA – Member-to-Member Native Sponsored Content (example)
Have you ever come across a suggested article online? We were able to target UA members across the country with suggested articles that were specific to their states and the reasons why the UA was backing those candidates. Below is an example of an ad we ran in Michigan for the UA supporting Gretchen Whitmer for Governor. You can see the full article here.