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The Standards
Set/Standards Met Campaign
San Francisco Bay Area Sheet Metal and Air
Conditioning National Association (SMACNA) and the
Sheet Metal International Workers Association (SMWIA)
Local Union No. 104 teamed up to take their partnership to a
new level by kicking off a joint marketing effort to
raise awareness of the value of using union
contractors and labor among consumers, builders,
developers and architects. The ultimate goal of the
campaign was to increase business opportunities and
market share for SMACNA contactors and keep union
members working.
In May 2003, Bay Area SMACNA and Local Union No. 104 retained
the help of Bay Area professional advertising and
public relations firms Asylum and Allison &
Partners. Together, they developed partnership
campaign ads, creating a contractor tool kit and
securing opportunities for Partnership spokespeople
to speak with the media. The tag line, "Standards
Set; Standards Met," was developed to describe this
unique management and labor partnership and how both
organizations work together to create the highest
quality product on the market. SMACNA sets superior
standards and Local 104 members work to meet and
exceed those standards.
This ad launched October 7, 2004, depicting a
long-standing commitment to excellence in the Bay
Area by the sheet metal workers of Local 104 and Bay
Area SMACNA contractors. The ad ran in major daily
newspapers in the Bay Area such as, The San
Francisco Chronicle, The San Jose Mercury News, and
The Oakland Tribune, among others. Beginning
November 2004, both television and radio ads ran.
Also, a SMACNA contractor toolkit contains items
such as bumper stickers, decals, and posters. The
toolkits were made available to SMACNA contractors
for use in customer marketing efforts.
Spokespersons for the partnership participated in a
public relations media training session to tell the
Partnership story and raise awareness about the
industry among Bay Area media.
Partnership spokespeople include:
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Don Dennehy, Jr., Vice President Bay Area
SMACNA and President, Crown Sheet Metal &
Skylights, Inc.
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Joseph A. Maraccini, Financial
Secretary/Treasurer, SMWIA Local Union No. 104
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Garland Self, President Bay Area SMACNA and
SELCO Heating & Air Conditioning
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Bob Tuck, Marketing Committee Chairman Bay
Area SMACNA and President, Atlas Heating &
Air Conditioning, Inc.
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Bruce Word, Business Manager, SMWIA Local
Union No. 104
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