The Teamsters Union is North America's strongest and most diverse labor union. They are known as the champion of freight drivers and warehouse workers, but have organized workers in virtually every occupation imaginable, both professional and non-professional, private sector and public sector. Teamster contracts are the guarantors of decent wages, fair promotion, health coverage, job security, paid time-off and retirement income.
With more than 1.4 million members and growing, Teamsters sought to establish a digital presence as an opportunity to engage the membership and release rapid response updates. That is where we came in.
In 2012 the International Brotherhood of Teamsters came to Revolution Messaging in need of a major web overhaul and an introduction to digital best practices. The goal within the digital overhaul was to improve their brand and bring staff members up to speed on the latest digital strategy in an ever-changing social space. Teamsters quickly became our first full-service client, touching every department from advertising and web development, to mobile and calling platforms.
From the start, our team worked hand-in-hand with the Teamsters to supply a series of internal trainings for web management, social and mobile. Throughout the course of the partnership, the need for day-to-day web help and social media management has decreased. This isn’t because of a failing relationship, quite the opposite in fact. It’s because together, the two organizations have built an infrastructure, and more importantly, trust, that make the operation a well-oiled machine able to produce web, social and targeted mobile content successfully and at a rapid pace.
2014 Reed Award Winner
International Brotherhood of Teamsters
Facebook growth since 2011.
Calls to Congress around pension protection.
improvement in bounce rates on the new website.
fans on Facebook.
Leveraging a successful long-term digital partnership
Since the first project in 2012, we have established a long-term digital partnership with Teamsters. Revolution Messaging has been able to join the Teamsters almost as if we were part of their day-to-day staff. Today they have an award-winning website, one of the largest social followings of any other union, and an organizing department that is using mobile in the most segmented and tactical way of any Revolution Messaging clients. And, more importantly, we have a client that is self-sufficient in all of those spaces because we were able to grow together and learn from each other on the best ways to take on new challenges in the digital space. Our long-term partnership has resulted in many successful digital campaigns.
The Teamsters have driven thousands of calls to Congress and the White House about Fast Track and the Trans Pacific Partnership.
Dangerous trade deals or measures that limit Congress’ constitutionally mandated oversight allow other entities to decide what is best for America. When good-paying U.S. jobs and safe food and products are at risk, the Teamsters organize.
When Fast Track legislation loomed, the Teamsters created a splash page to fight back. The page pushes members and activists to call Congress using Revere Calling. The Teamsters moved swiftly on this by promoting the splash page and texting members with a hotline number to a Revere Calling instance. This campaign generated thousands of calls to Congress. As the legislation moved from the House to the Senate, we were able to follow it with targeted calls, in addition to calls to the White House.
We have been involved in helping the Teamsters build an election center to make sure their members have the information they need to get to the polls on Election Day.
Digital tactics amplified the Teamsters’ election center communications tenfold. In 2014, our team was tasked with building members-only endorsement pages. We built these unique web pages that displayed top lines from endorsed candidates and top opposition lines to their opponents. Each page had links to custom PDFs for downloading and sharing. We also drove a membership-matched advertising campaign for these targeted races, raising awareness of the Teamsters’ endorsements in each state. This direct membership match ensured that only members would view the ads, thus cutting costs and increasing saturation.
The Teamsters successfully implemented several hypertargeted advertising campaigns, including one urging bus drivers in Silicon Valley to organize.
The workers who drive buses for the well-paid employees of Facebook work from dawn until dusk, but were barely getting by. They don’t work for Facebook, but for a transportation company. A majority of the drivers wanted to join the union, so Teamsters used online targeting to ask Facebook to encourage the transportation company to recognize the union. Using hyper-local mobile ads to the Facebook employee’s bus routes and bus stops, as well as Facebook ads targeting Facebook employees at the Silicon Valley HQ, our team successfully advocated for the drivers. They voted to join the Teamsters, sparking an effort across the area to organize other drivers just like them.
We turned the Teamsters’ website into a user–friendly, modern site, that was built in responsive design to work on all mobile phones and tablets.
We sought to build upon the Teamster brand and popularity by approaching the design and features differently than any other existing union site. The resulting website, built in 2013, takes advantage of the modern functionality available at the time. In fact, it was the first union website built completely using responsive design. Because of the redesign, members can more easily navigate through the organization, discover its distinct divisions and help find their local’s info with a mapping feature using Google Maps. The website has smart share functionality on each page and unique sign up forms.
Within one month of the site launching, traffic increased by over 25,000 visitors. Visitors stayed on the site an average of 2 ½ minutes longer than the previous month. Users viewed more pages in the site at a ratio of 3:1.
The mobile program has organized several bargaining agreements as well as pushing out breaking news to members.
Since the Teamsters mobile program started in 2012, it has primarily been used by their team to organize around bargaining agreements and engage potential members across the country. From freight to airline to dairy, the mobile program has been the go-to organizing tool for collecting mobile numbers and delivering breaking news around contract negotiations, elections and union news. The data collected through Revere Mobile has helped the Teamsters run smarter ads to their members around issues that are important to them. The mobile program has also leveraged its operational flexibility at international conferences, delivering news on specific event reminders or promotions.