Saturn Union Marketing
- One based on the spirit of partnership not an adversarial relationship.
- One based on working together not fighting one another.
- One based on mutual respect not distrust.
Saturn?s unique union-management partnership resulted not only in the creation of a great new and dependable American car, it provided the foundation for a very successful marketing program as well. Developed with the United Auto Workers, the Saturn Union Marketing Initiative has sought out additional union relationships on a national and local basis.
The initiative is designed to raise awareness about Saturn, both as a quality union-made, American-made vehicle and its unique working relationship.
Our company founders, Dr. Gerald Fecht and Karen Whitaker, have worked on the Saturn Union Marketing Initiative at several stages. We participated in the early formation of the program, including:
- Creation of national partnerships with unions such as the American Federation of Government Employees and the Communications Workers of America;
- Development of local partnerships, such as Presents From Partners? toy drive sponsored by the Denver-area Saturn retailers and the Central Labor Council;
- Creation of program collateral, including a Saturn retailer kit called: Partnership: Building Relationships with Union Members (pictured below). Developed in conjunction with Barbara Brown Marketing & Design, of Ventura, California, the kit's creativity and content was awarded with an ADDY (American Advertising Federation) Award. The box cover, and the materials inside, featured a variety of union members, from auto workers to teachers.
Karen Whitaker, ? Partner, worked with Barbara Brown Marketing & Design in creating an Saturn-partnership brochure to take to union conventions. The brochure, "It started as an idea...", imparted the key points of Saturn's unique union-management partnership in a fun and "down home" manner consistent with Saturn's national advertising style.
Anchor Education is proud to have served the Saturn Corporation. We believe programs such as the Union Marketing Initiative handsomely demonstrate that practical matters like selling automobiles and earning one?s living can also be coupled with a high level of community service and leadership.
If you would like to learn more about Anchor Education?s expertise in union-marketing, or about reaching the 3.5 million members of the American Federation of Teachers or the National Education Association, just give us a call. All members of the Anchor Education team hold active union/guild memberships.
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