The pro-union West Michigan Construction Alliance started a new campaign last month to promote its affiliated unions and contractors.

The alliance is sponsoring the placement of two high-profile billboards along I-94 between Battle Creek and Kalamazoo and on U.S. 131 between Grand Rapids and Kalamazoo. A print ad will also appear in the Business Review - West Michigan

"As you can see, our theme is 'Constructing A Better Tomorrow,' followed by the important question, 'Is Your Builder A Member?' " wrote Alliance President Walt Christopherson in a letter that was sent Aug. 18 to about 800 affiliated contractors. He's working with consultant Ed Haynor on the promotion.

Formed in 2003, the alliance promotes the advantages of organized construction in West and Southwest Michigan. The message: a union workforce and their contractors provide the highest quality, most cost-effective and safest delivery of construction services to contractors and owners.

Clicking on their website, www.wmconstructionalliance.org, will allow web visitors to get a copy the alliance's trade directory, and perhaps lead to more work opportunities for affiliated contractors.

The billboards will be up for two out of the next three months. Future exposure will depend on funding contributions from member-unions and contractors.

"The alliance is basically a big labor-management group for the region, and this is a way for us to market ourselves and get our name out there," said Christopherson, who is also a business agent with the Michigan Building and Construction Trades Council. "We'll know by the responses we get if it sticks to the wall or slides off it, but we'll give it a try."

ONE OF THE West Michigan Construction Alliance billboards.