Fire, mold and mildew are significant factors in the aggressive new marketing campaign launched this year by the National Concrete Masonry Association (NCMA). January 2003 marked the kickoff of NCMA's comprehensive, new marketing strategy determined largely by extensive research in 2002 that helped pinpoint target audiences and their needs.

NCMA 2003 Chairman Phil Potvin enthusiastically supports the endeavor. That's because he believes so strongly in promotion that his company — Western Concrete Products Co. of Cadillac, Mich. — runs radio and television commercials for products it sells through six retail outlets.

“We're on the radio, we're on television, we're in newspapers and local magazines and billboards,” Potvin tells Concrete Products. “It supports our retail business.” When put on hold, a caller to Western Concrete will hear a series of radio spots extolling masonry and other concrete products.

While operation of retail outlets is uncommon in the concrete products industry, Potvin sees it expanding his customer base. “So often in this business, the contractor is the final customer,” he explains. “Our final customer might be the contractor, but also could be a housewife, who comes in and picks out a retaining wall or concrete pavers, or tells her husband to order ready mixed concrete because he needs to get that driveway poured before going fishing that weekend.”

STRATEGIC MARKET MAPPING

Under the aegis of NCMA Director of Marketing Jerry R. Harke, APR, the mission of NCMA's new campaign is to favorably influence key public sectors to specify or purchase concrete masonry building or landscaping products. That NCMA should launch an aggressive promotion campaign as a marketing master like Potvin comes to lead NCMA is no accident.

“We're happy to have Jerry with us,” Potvin affirms. “I was part of the team that selected him, and he's taken the bull by the horns.” One of Harke's first tasks was to undertake a “strategic mapping” or analysis of concrete masonry's market. He identified key sectors including architects, engineers, landscape architects, homebuilders, transportation agency professionals and consumers. Now, the 2002 market mapping becomes a baseline against which progress can be measured in future years.

“We went back and independently questioned these people as to what they think about concrete masonry, how they use it, where they thought the products were strong and where they were weak,” Potvin says. Based in part on those responses, target audiences will be reached via an ad campaign possibly extending to as many as 10 trade publications.

FIRE SAFETY, PUBLIC SAFETY

After September 11, there has been a major emphasis on public safety in both public and private sectors. As part of its new marketing campaign, NCMA will capitalize on this trend by promoting fire safety, comparing laboratory fire test results of gypsum drywall and concrete masonry assemblies.

In a fire situation, gypsum wall board crumbles under sustained blasts of water from a high-pressure fire hose. By means of dramatic photography, NCMA demonstrates this phenomenon and uses it to promote awareness of concrete's fire-resistance advantage.

Accordingly, NCMA will escalate delivery of marketing messages focusing on fire safety this year via a) 10,000 newspapers and magazines across the country, including the top 100 publications; and, b) 5,000 radio stations whose reach includes the top 260 markets. News articles and radio spot-messages will be distributed every month with alternating message content. The fire-safety superiority of concrete masonry products will also be communicated directly to architects and specifiers through trade publication advertising.

MOLD, MILDEW IN SPOTLIGHT

Along with fire safety, mold and mildew issues will be highlighted in the current promotional campaign. The bane of new construction, proliferation of molds and mildew has achieved notoriety through frequent news media reports involving alleged illness and litigation with contractors, developers, real estate agents and home sellers.

NCMA observes that mold and mildew, in fact, have been around forever. The particular advantage of concrete masonry in this regard is that whatever mold and mildew may grow on masonry can be completely removed using conventional cleaning products. The same is not true of wood or gypsum products, which can be permanently penetrated by the organisms. Furthermore, wood and gypsum wall products are a food source for mold and mildew — not so with concrete masonry.

“The vast difference between cleaning and reusing a concrete masonry wall versus tearing out and totally replacing a gypsum wall provides a very strong marketing message,” NCMA notes. “Just as NCMA's ongoing fire safety message conveys the fact that concrete masonry doesn't burn, NCMA's mold message will begin promoting the fact that concrete masonry can be cleaned.”

“We are cleanable, and we don't promote mold and mildew growth,” incoming Chairman Potvin says. “You're going to see more on this coming out as part of our marketing strategy.”

MORE THAN JUST MARKETING

Potvin is quick to acknowledge that there is much more to NCMA in 2003 than the new marketing campaign. “At NCMA we have so many team members who all contribute to the use of concrete masonry, and they will make an impact this year,” he affirms.

“For example, Bob Thomas, our vice president of engineering, has been concentrating on development of technical literature. We have a new Construction & Design Manual, coming out in early 2003, that will give annotated design techniques and examples for engineering and architectural applications. That's been in the works for 14 months and is an entirely new publication.”

And NCMA's Research & Development Laboratory will have an active year. “Our lab has become instrumental in developing new products and new systems for our industry,” Potvin says. “In 2003, we will assist in research as well as follow-up testing for new products.”

HEADING NORTH OF THE BORDER

In 2003, NCMA will extend its membership campaign to Canada, Potvin tells Concrete Products. As of the first of the year, NCMA had one Canadian producer member, and 10 Canadian associate members. Fifteen potential Canadian producer members are classified as International members, per the old membership classifications; during 2003 NCMA hopes to transfer their membership over to producer membership. The association would like Canadian producer membership to grow dramatically beyond this number.

“With our expansion into Canada, we've developed a sixth region to complement our five U.S. regions,” he explains. “By adding this sixth region, Canadians now have representation on our board of directors, as well as being able to facilitate cooperation such as harmonization of our codes and standards.”

NCMA also is taking a close look at work force development on a national level. A web site now under construction will facilitate the effort. “We're developing an online database for training, which will be online early this year,” Potvin reports. “Individuals across the country will be able to learn more about concrete masonry and being a mason. And, we may make it available in Spanish.”

Although the web site will help coordinate work force training, NCMA will not undertake training. Instead, it is partnering with the Masonry Industry Council and Mason Contractors of America to implement training programs.

NATIONAL CONCRETE MASONRY ASSOCIATION AT-A-GLANCE

Since 1918, the National Concrete Masonry Association (NCMA) has represented the U.S. concrete masonry industry. From its headquarters near Dulles Airport outside the District of Columbia, NCMA supports concrete masonry producers and allied suppliers of products and services, with promotion, technical, research, lobbying and communications.

NCMA service efforts include Residential Products, Landscape Products and Commercial Products Groups. It also provides educational programming. NCMA staff and volunteers are particularly active in ASTM standards committees and other code bodies. Its Research & Development Laboratory is world-famous and is a leader in product testing and validation.

NCMA's extensive technical services include research and design aids, which are distributed through publications, computer programs, slide presentations and technical training.

Serving as a research and education affiliate, the NCMA Education and Research Foundation is fundamental to a dynamic concrete masonry industry. Its mission is to advance and support the industry and promote public interest through research and education programs designed to meet future needs.

In 2002, Ken Eyerman joined NCMA as director of finance. He has over 12 years of progressive accounting experience. Immediately prior to joining NCMA, Eyerman was the director of accounting and grants management for the National Center for Nonprofit Boards in Washington, D.C.

Mark B. Hogan, P.E., is president of NCMA. The association headquarters has not moved, but its address has changed to 13750 Sunrise Valley Drive, Herndon, VA 20171; 703/713-1900; fax: 703/713-1910; e-mail: ncma@ncma.org; web site: www.ncma.org.

CHAIRMEN

2003

PHIL POTVIN
President
Western Concrete Products
Cadillac, Michigan

IMMEDIATE PAST CHAIRMAN

PAT DUBBERT
President
Midwest Block & Brick
Jefferson, Missouri

INCOMING CHAIRMAN (2004)

SCOTT WEBER
Basalite Concrete Products, LLC
Dixon, California

WESTERN CONCRETE PRODUCTS

AT-A-GLANCE

A maverick among concrete masonry producers, Western Concrete Products Co. operates both plants and retail stores throughout the northern part of Michigan's lower peninsula. It has retail stores in Big Rapids, Cadillac, Gaylord, Houghton Lake, Petoskey and Traverse City.

Since 1946 Western has been a family-owned and operated manufacturer of concrete block. In addition, the company manufactures Rockwood Retaining Walls, Stone Skirt, septic tanks and Norweco systems, PermEntry systems and other precast products. It also offers ready-mixed concrete in its Cadillac and Big Rapids locations.

At its retail locations, Western Concrete sells a wide variety of items for commercial and home building, remodeling and landscaping: bricks, pavers, natural stones, manufactured stones, chimney and fireplace materials, concrete sealers and weatherproofing systems, concrete reinforcing products, mortars, masonry tools and more.

Phil Potvin became president of Western Concrete in 1985. More information is available at www.westernconcrete.com.

WHAT'S HOT IN CONCRETE MASONRY

• Fire Safety Means Public Safety

  In the wake of September 11, architects, engineers and building officials are revisiting long-standing building code provisions defining the minimum level of safety required for a building. One such standard is ASTM E 119 Standard Test Methods for Fire Tests of Building Construction and Materials.

  The standard allows submitters to choose a less restrictive testing alternative, if they feel their product will not perform well under a hose stream test after the full fire exposure period. Under the leadership of its manager of codes, standards and national accounts, Charles B. Clark, AIA, P.E., NCMA maintains that ASTM E 119 should evaluate and rate building assemblies in a similar manner, thus creating a level playing field for all materials.

• Political Outreach

  In late 2002, NCMA President Mark Hogan and NCMA's government relations consultant Randall Pence met with President George Bush to demonstrate political support for candidates whom the President and NCMA both support. NCMA's Political Action Committee and program helps elect congressmen who are sympathetic to the group's agenda, which in 2003 encompasses ergonomics, fire safety, metrication, silica regulations, tax breaks for training and association health plans legislation.

• Segmental Retaining Wall (SRW) and Landscape Products

  Plans call for NCMA to convey messages focusing on the durability, structural performance and aesthetics of concrete products. Transportation officials are a key target audience for the delivery of messages about SRWs, which are well suited to conditions along roadways and bridge abutments across the country. The natural beauty of concrete masonry landscape products will be promoted to consumers and landscape architects. Quality testing of products for landscape applications will be stressed.

• Freeze-Thaw Characteristics of Raw Materials

  The inability of some producers to reach target freeze-thaw resistance goals for SRWs can be attributed to poor durability of the aggregates used. NCMA has recommended that producers consult their state DOTs for information regarding recommended aggregate sources.

  In the meantime NCMA's Research and Development Laboratory has introduced a durability index rating system for aggregate that considers the susceptibility of the larger particles, the smaller particles and overall change in the fineness modulus. Producers may contact the NCMA lab at 703/713-1900 for a free consultation.

• NCMA Design Award Competition

  Year 2002 winners represented mature, often subtle uses of concrete masonry, reflecting the product's versatility as a building component. The competition is intended to spotlight the compelling and wide-ranging uses of concrete masonry as part of a building or landscape project, each application highlighting an exemplary use of the material.

• Strategic Marketing Workshop

  This first-ever workshop will be presented at the 2003 NCMA Annual Convention in Salt Lake City on Feb. 19. Dovetailing with NCMA's strong 2003 marketing outreach, the workshop is a three-hour event for those who manage and direct marketing activities and programs for their companies or local/regional groups.

• Partnering with Precast

  NCMA will holds its 2003 convention with the National Precast Concrete Association at this year's Manufactured Concrete Products Expo (MCPX), Salt Lake City, Feb. 21-23. Joining them are the Interlocking Concrete Pavement Institute and the American Concrete Pipe Association.

• Paving Slab Standards

  The NCMA Research and Development Laboratory concluded an evaluation of a draft standard under development at ASTM for the manufacture of paving slabs. The draft requirements are contained in the Standard Specification for Precast Concrete Paving Slabs. The research was designed to investigate the flexural strength and the freeze-thaw scaling provisions of the draft standard.