SWAYING ORGANIZED LABOR UNIONS

Campaign: Auxiliary Work and Training Status (AWTS) Awareness


Date: Aug. 3 – Aug. 10, 2018           Budget: $400


Goal: Increase Portland and Salt Lake City train, yard and engine crew agreement employee awareness of Union Pacific’s Auxiliary Work and Training Status (AWTS) program in an effort to encourage union leadership to vote to implement the program as part of the region’s new labor agreement contract.


Platform:  Facebook (dark posts)


Targeting: (Alpha/Beta testing campaign)


A –


People ages 18-65+ living in the Salt lake City and Portland DMAs who are interested in United Transportation Union or Brotherhood of Locomotive Engineers and Trainmen.


B –


People ages 18-65+ living in the Salt Lake City and Portland DMAs who are interested in Union Pacific Railroad Careers, Union Pacific Railroad or Railroad engineer.


Messaging:


Did you know Union Pacific is the only North American railroad offering Auxiliary Work and Training Status (AWTS) to its world-class train, engine and yard (TE&Y) employees? AWTS is a joint effort between Union Pacific and the SMART-TD union created to protect TE&Y employees when business demands change. AWTS-covered employees are guaranteed eight work events or training days per month, full health care benefits, service month accumulation to Railroad Retirement and a possible faster return to service.


About 75 percent of Union Pacific’s TE&Y employees are covered under an AWTS agreement. Discussions to expand AWTS coverage are ongoing between Union Pacific’s Labor Relations team and applicable union representatives. Employees not covered should discuss options under their collective bargaining agreement with their local chairman.


[Imagery: photo of train crew employee boarding locomotive]


Success Measurement:


  • Reach > 3,000

  • Engagement rate > 2%

  • Cost-per-click < $0.40

  • Increase in general discussion among union leadership


Results:


The Union Pacific employees audience outperformed the union-affiliated audience in all metrics in both Portland and Salt Lake City. Both campaigns surpassed success expectations.


We received 20 comments total, and hid 2 comments. Most comments were employees discussing the pros and cons of the program. The post was shared 46 times in Portland, 17 times in Salt Lake City. It received 1,397 reactions: 710 in Portland, 687 in Salt Lake City. Most of them were “likes.” We only received 14 “wows,” 13 “loves,” 1 “laugh,” 1 “sad” and 1 “angry” overall, so the response was primarily positive or neutral, not angry.


All the ads had outstanding engagement rates, so it’s clearly a topic employees care about. I would recommend continuing to invest in this approach to increase awareness.


Portland –

Ad Set A (TE&Y Unions)

  • Reach: 3,307

  • Reactions: 273

  • Comments: 1

  • Shares: 7

  • Overall Engagement: 290

  • Engagement Rate: 8.77%

  • Cost per Click: $0.34


Ad Set B (Union Pacific Employees)

  • Reach: 6,018

  • Reactions: 437

  • Comments: 7

  • Shares: 39

  • Overall Engagement: 529

  • Engagement Rate: 8.79%

  • Cost per Click: $0.19


Salt Lake City –

Ad Set A (TE&Y Unions)

  • Reach: 3,156

  • Reactions: 317

  • Comments: 0

  • Shares: 0

  • Overall Engagement: 325

  • Engagement Rate: 10.30%

  • Cost per Click: $0.31


Ad Set B (Union Pacific Employees)

  • Reach: 10,439

  • Reactions: 370

  • Comments: 6

  • Shares: 17

  • Overall Engagement: 438

  • Engagement Rate: 4.20%

  • Cost per Click: $0.23

 

©2019 by Alison Freemyer.