Location: New Mexico
Industry: Union Trades
Practice Area: Comprehensive public relations campaign
Challenge: In order to promote the building trades, generate more interest in apprentice programs and promote membership to respective unions, MESA partnered with The Garrity Group to execute a communication and public relations strategy.
Approach: The Garrity Group developed an outreach plan than included news releases, media alerts and op-ed pieces, letters to school counselors and career advisors, participation in trade shows and career fairs, podcasts and blogs, public school discussions, higher education department discussions, a targeted advertising campaign and development of the Trade Up website.
Results: After a one-year research and planning phase and one-year execution phase MESA benefitted from the following results:
- 10 percent increase of inquiries and applications for the apprenticeship program
- Establishment of a career pathways program with articulation from K-12 to community colleges
- 740 applications for specific trades
- Increased state-wide awareness among elected leaders, school counselors and affinity groups (via over 30 presentations coordinated by The Garrity Group)
The Garrity Group earned a 2009 Public Relations Society of America New Mexico Chapter Gold Cumbre award for this campaign.