The Contractors Association of West Virginia is one of the most respected and effective trade organizations in the state. It has been a traditional leader of the business community in advancing legislative and public policy issues. It has also helped to positively frame the state's economic development efforts through strong support of road, school and infrastructure construction programs.

Notwithstanding the immense success, credibility and respect that has been earned by the association, it continues to face many new and significant challenges as the organization works to advocate its members' interests and the general economic interests of the state. The CAWV finds itself in a unique position and at a very defining period for its industry and the state.

There is a clear trend indicating the growing influence of hard-edge environmental, labor and anti-development organizations on public opinion and within state government. The CAWV needs to consider how these trends may affect its members' interest and how it can establish itself in a leadership position to more aggressively and directly communicate on the important public policy issues that are at stake in the coming years.

The CAWV also has the responsibility to communicate a positive image about the construction industry to the public at large and to the younger segment of the population that may be considering career options or business opportunities. Given the national efforts being put forth in this area, it seems incumbent upon CAWV to create a complementary effort here in West Virginia.

To meet these objectives, the CAWV Board of Directors has committed to conduct a strategic communication plan to promote a favorable image for the construction industry. The theme selected is "Hard at Work." The theme connotes action, work and achievement, it's easy to recognize with the industry and it's flexible enough to be used in many ways.
It is hoped that the "Hard at Work" campaign has a wide potential application in the promotion of construction as a career or business option with young people.

As of this year, the U.S. Department of Labor's Bureau of Labor Statistics reports that although construction remains the second largest employer in the country (behind government), it needs to attract 240,000 workers annually to meet its demands. With the average age of a construction worker being in the upper 40s and climbing, the construction field will be facing major obstacles in 10-15 years.

A recent survey by the Construction Financial Management Association confirmed that acquiring and keeping skilled workers is the single greatest challenge for contractors. Of the 710 contractors who responded to the questionnaire, 86 percent highlighted the "shortage of skilled field help" as the most challenging issue for the industry over the next five years. Over half the respondents noted the lack of training for field help and the shortage of trained project managers as major issues as well.

"We need to educate the younger generations so that they become more interested in joining the construction industry," said CAWV immediate past president R.M. Brewer, Brewer and Company of West Virginia, Inc., Charleston. "It will be the kids of today that will keep the longevity of the companies after the current founders and employees are gone."

Most youth seek employment in industries other than construction because of the idea that labor work is undesirable and for individuals who do not go to college. This is due to parents, teachers and counselors continually discouraging careers in the construction industry - and this too leads the youth to believe this is a last resort career choice. A recent Wall Street Journal poll of high-school aged students in technical schools ranked construction work 248th out of a possible 250 occupations, beating only "dancer" and "lumberjack."

The industry's image has been greatly discredited due to the presumptions that have been carried over from past generations - due to, in large part, by uninformed individuals who do not recognize the positives of the contracting industry. This is one of the reasons the CAWV has decided to develop a public relations campaign.

"We need to reach all publics to let them know what we, the contractors, are all about," Brewer noted. "There are so many misconceptions that this is work no one else wants to do. What everyone doesn't realize is good benefits and rewards come with all of these jobs. Yes, it can be a dirty job, and yes there may be long hours involved, but the pay is good and it's a great career and it has provided many workers with a good life."

The CAWV has teamed up with fellow associate member - The Arnold Agency - to launch a full blown campaign to promote and improve the image of the construction industry.

"We started seeing the public's negative image towards construction workers, so the Strategic Planning Committee decided it was time to shed a new light on the industry," said Art King, president of Kanawha Stone Company, Inc., and chairman of the CAWV Public Relations Committee. "A shortage of workers is beginning to show and we want to be pro-active before hitting a crisis."

The new "Hard at Work" campaign will target our youth and their parents; opinion leaders in the media; all levels of state, regional and local government; the radical environmentalist; and anti-development groups.

The "Hard at Work" theme was selected because it connotes action, work, effort and achievement. The theme can be adapted to nearly any situation or used in any promotion or advertising effort and it embodies the positive and descriptive image the CAWV will be striving to project.

"In order for this campaign to be successful we will need the members' anticipation in every possible way," King added. "We all need to work together to promote this campaign. It's time for us to give back to an industry that has provided us with so much."

Members essentially need to begin thinking of how they may become involved by taking part and contributing to the campaign - through community service activities, charitable donations, job fairs, AGC of America's Build Up! campaign, career days at schools, and speaking to other publics outside the industry so "Hard at Work" is not only an industry theme, but a household name.

The CAWV would like "Hard at Work" to be prominent in every direct construction activity. "We are looking at placing signs along every highway site and hanging banners on all buildings being constructed," King said.

CAWV Executive Director Mike Clowser said the CAWV is going to continue to work hard to change the negative stereotypes of this industry.

"We want to provide the members with all the support they will need to promote the "Hard at Work" campaign," Clowser remarked. "We have an abundant amount of ideas and we're asking members to act upon them.

With coverage of all activities and events taking place, the public will surely begin to realize the necessity and benefits of development in the Mountain State," he stated.

The CAWV has begun an unofficial campaign kickoff through a couple mediums - one being this article in Construction News and the other being The State Journal. The first "Hard at Work" ad was placed in the "Infrastructure" issue of The State Journal during the week of August 21, 2000. Another ad was placed in the September 18, 2000 "Construction" issue.

"We are already heading in several different directions with the campaign," King said. "As of now, we are working with the Department of Highways to design a highway safety sign that we hope will be placed along major project sites throughout West Virginia." Within the next few months and after the first of the year, CAWV will be contacting members with information concerning sign placement on project sites.

King mentioned that the signs are being made and they should have a few for disbursement after the first of the year. "The biggest project for this campaign will be getting the members to place and hang these signs all over the state," King commented. "We want all publics to see and know the contractors of West Virginia are "Hard at Work" for them and the infrastructure of our state."

CAWV President Jack Lively, WKJ Construction Inc., Huntington, believes this campaign to be the perfect opportunity to change the image of this industry in the public eye.

"Everyone wants the state to grow and they want better jobs with ample opportunities but there are many people and organizations that are against development in this state," Lively said. "We need to educate them and show them that with development comes opportunity." Lively agrees with Brewer's and King's concerns of membership participation. The president has asked that all members set aside time for this campaign. "I understand everyone has busy schedules but this issue cannot be placed on the back burner," Lively said. "The members are going to benefit from this campaign just as much as the industry. This campaign is going to allow the members to get their name out there for everyone to see."

The CAWV has developed an overall action plan for the campaign which includes the long and short term goals. They are as follows:


Long term goal:
To Improve and promote a favorable image for the construction industry by
Developing a member campaign encouraging members to participate in a broad range of activities.

Developing a media campaign utilizing all mediums including, but not limited to, newspapers, magazines, radio and television.

Developing a community action campaign that increases the awareness of community, worker and environmentally-friendly practices being fostered by CAWV members.

Promoting the industry as a positive career choice.

Short term goals:
1. Present "Hard at Work" campaign to association members.