NRMCA launches concrete construction promo campaign

By |  April 13, 2016

The National Ready Mixed Concrete Association (NRMCA) launched “Build with Strength,” a multimillion-dollar industry campaign to better educate the design/build and code communities about the benefits of concrete construction in the low- to mid-rise sector.

According to the association, the program is based off of a significant research investment made to better understand the motivations behind the use of certain construction materials. Results showed that a majority of the design/build community favored concrete construction; however, results also showed that certain misconceptions and environmental impact led decision makers to choose other building materials, such as wood.

“All of us in the concrete industry know we offer a superior construction product that delivers safety, durability and strength to designers, architects, builders, investors and consumers,” says NRMCA President Robert Garbini. “What this campaign is about is spreading that message to the audiences that are either unaware of or reluctant to embrace concrete as the standard bearer of durability.”

The campaign will include a website, video content, a multi-city media tour, rapid response capabilities, advertising, social media properties and stakeholder engagement opportunities, NRMCA reports. The campaign has already been activated in Maryland and Washington.

“We are proud to launch a first of its kind program for the concrete industry,” says outgoing NRMCA Chairman Allen Hamblen, president and CEO of CalPortland. “It’s not only going to support our members, their businesses, and the hard-working men and women of the concrete industry, but I firmly believe that the education campaign we are embarking on will lead to stronger, more durable construction that will save lives while cutting cost over time.”

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About the Author:

Allison Kral is the former senior digital media manager for North Coast Media (NCM). She completed her undergraduate degree at Ohio University where she received a Bachelor of Science in magazine journalism from the E.W. Scripps School of Journalism. She works across a number of digital platforms, which include creating e-newsletters, writing articles and posting across social media sites. She also creates content for NCM's Portable Plants magazine, GPS World magazine and Geospatial Solutions. Her understanding of the ever-changing digital media world allows her to quickly grasp what a target audience desires and create content that is appealing and relevant for any client across any platform.

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