May 25, 2007

Mechanically Speaking

Don Del Vecchio

Awareness campaign makes a difference

One of the off-shoots of the collective bargaining process between the Mechanical Contractors Association of Ontario (MCAO) and the Ontario Pipe Trades Council (OPTC) has been the creation of a joint Labour-Management Committee that addresses matters of mutual concern affecting the mechanical industry in the ICI construction sector. This committee, the Mechanical Industry Advisory Committee (MIAC), has been quite successful in developing progressive initiatives. One such initiative is the Plumbing & Mechanical Professionals (P&MP) Awareness Campaign.

Launched towards the end of 2005, the program was designed to rebuild the market share of the organized mechanical contracting industry in Ontario by emphasizing the positive elements/contribution of our respective members, and dispelling the harmful negative myths. MIAC interviewed several potential consulting firms to assist in the development and implementation of the program, and selected Digital North Media Inc., a Kitchener Waterloo-based firm, with solid credentials and experience in this type of work.

The Digital North people worked with a MIAC sub-committee, with equal representation from labour and management, to: select a program logo and theme from a number of alternatives; identify a slogan (“Get It Done Right – the first time”); develop/launch a website (www.getitdoneright.ca); and determine a strategic plan and timeline for the project and its related activities.

Greg Bobier, creative director for Digital North, had this to say about the project: “The MCAO and OPTC, through its MIAC sub-committee, has the formidable task of both increasing its members’ market share, and changing the owner/public perception of the unionized construction industry. The MIAC sub-committee has acted decisively and promptly to move a campaign forward that reflects the true nature of the contractors and the union with which they work. The campaign itself has been an exciting opportunity to know and understand a regionally diverse industry facing unique challenges. Working with the MIAC sub-committee, people driven by an expectation of the best in those they who work with, has inspired Digital North to push further to produce materials that reflect the MCAO, the contractors they represent, and ultimately, the workers.”

The P&MP initiative is active in all 13 zones across Ontario, using a variety of media to get the message out there, with rink board advertising in Thunder Bay, Sault Ste. Marie and Sudbury; commercials in theatres, and on the CTV network in southwestern Ontario; as well as print and radio ads in all areas of the province. Each MCA zone has its own page on the P&MP website to tailor information of specific local interest. And, information brochures have been developed for local distribution and use at industry trade shows and exhibits.

In addition, the Plumbing and Mechanical Professionals have forged a link with Child Find Ontario, and are asking contractors/project owners to place specially-designed billboards on construction sites to assist in the recovery of missing children.

The Plumbing and Mechanical Professionals (P&MP) represent a collective of some 400 contractors and 25,000 unionized trades people committed to maintaining the highest construction standards in the industrial, commercial and institutional sector to ensure the job gets done right – on time, and on budget. These highly-trained craftspeople typically belong to the following trades: plumbers, steam and pipe fitters, gas fitters, sprinkler systems installers, refrigeration and air conditioning technicians, instrumentation mechanics and welders.

Don Del Vecchio is director of membership services with the Mechanical Contractors Association of Ontario.

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