Florida Group Launches $1.5 Million Residential-Block Campaign

Florida Concrete & Products Association’s new television, radio and print ad campaign aims to educate consumers, realtors and homebuilders about the advantages

Florida Concrete & Products Association‘s new television, radio and print ad campaign aims to educate consumers, realtors and homebuilders about the advantages of concrete block versus traditional wood-frame homes. It targets the northern Florida markets of Gainesville, Ocala, Jacksonville, Panama City, Pensacola and Tallahassee, where the share of concrete block is relatively low when compared to an 86 percent statewide figure reflected in association research. Buying a home is one of the largest investments people make in their lifetime. Our goal is to make consumers aware of the advantages that concrete block homes provide and encourage them to contact their builder to find out more, says FC&PA President Bob Sitter.

The Concrete Block Homes television and radio ads carry a theme, If Your Walls Could Talk, with vignettes of everyday home owners. Each TV ad shows a character standing outside a unique concrete block home and visually juxtaposes a specific benefit of its construction. The campaign incorporates humor while communicating concrete block home attributes. All of the ads are geared to drive consumers to the campaign’s web site, www.concreteblockhomes.com, which features a variety of home images, current floor plans, additional information about block benefits, and preferred concrete homebuilders.