Report of the MCAA Marketing Committee

Words: Damian LangOn September 10, 2009 the MCAA Board and committee chairmen met at the MCAA headquarters to discuss a new structure and goals for each of the committees. The MCAA Marketing Committee goals include:

Help with oversight and management of Vision 2020

Develop a system to track our marketing successes and failures

Look at new ways to expand our markets

Create a budget for recommended programs

Work with other committees to improve the association and bring more value to members

Create ways to market our industry in other publications, conventions, etc.

Look into changing the MCAA logo and mission statement

Bring items to the Board for an up or down vote

The Marketing Committee will hold one meeting each year at the annual Convention and a minimum of three other meetings throughout the year by phone or at the MCAA Midyear Meeting. Tim O’Toole will continue to be the staff liaison for the Marketing Committee.

Vision 2020

Vision 2020 is a collaborative grass-roots effort working to build the cities and towns of tomorrow with sustainable masonry materials to create beautiful, safe, and environmentally responsible communities. The goal of Vision 2020 is to increase the use of masonry materials by demonstrating its sustainable value to North American communities and construction decision makers.

The MCAA is working closely with the National Concrete Masonry Association (NCMA) and the Brick Industry Association (BIA) to form teams of contractors, laborers, suppliers and other affiliated industry representatives across the country. These teams will work with community planners to convince decision makers to utilize masonry and implement masonry ordinances.

The Marketing Committee will play an important role in funding and assisting the Vision 2020 program to ensure its success. Marketing Committee members are encouraged to join or establish teams in their areas.

MasonrySystems.org

The goal of the MasonrySystems.org promotional tool is to be a one-stop resource to educate designers and construction users on the benefits of total masonry construction. The site has three main sections: "Inspiration," which showcases the best in masonry design and construction; "Information," which offers data, articles, presentations and videos about every aspect of masonry; and "Interaction," which provides visitors an opportunity to post messages, questions and announcements.

Ann Wolter has stepped down as consultant to the MasonrySystems.org website. Tim O’Toole from the MCAA has taken over many of the responsibilities for the website including updating and fixing various sections and pages of the website and working closely with Whole Wheat Creative to resolve any outstanding issues and expand the website.

The MasonrySystems.org website launched in October 2008. A major marketing push for the site including an e-mail marketing campaign and a search engine optimization program began in January 2009. During the first full year (October 2008 — October 2009), the site was visited by more than 25,000 unique visitors.

The top priority for the site is completing the Wall Cost Calculator. The calculator is an integral feature of the website and was scheduled to launch in September 2009. Various setbacks in developing the calculator have pushed it far beyond schedule, but Whole Wheat Creative hopes to have it online soon. The MCAA has also been working with the Michigan Mason Contractors Association to obtain data for the Wall Cost Calculator.

The MCAA has decided to form a separate committee for MasonrySystems.org that will be chaired by Brian Grant of Grant Contracting Co., Inc. The staff liaison to the committee will be Tim O’Toole. The Marketing Committee will continue to support the MasonrySystems.org website and work closely with the committee to continually improve and develop this vital promotional tool for our industry.

New Logo and Mission Statement

The Marketing Committee is working on developing a new logo and mission statement for the association. Marketing Committee members are encouraged to contact committee, chairman Damian Lang, with suggestions and ideas.

MCAA Website

The Association’s website, www.masoncontractors.org, continues to grow on a daily basis. Our site is viewed by thousands of unique visitors each day, and millions across the globe search for news and information regarding the best building system on the market: masonry. The site has grown significantly over the past seven years and has become a hub of resources for contractors and suppliers and is an important promotional tool for architects, specifiers, officials and other potential customers. We are proud that the website is the best site in the masonry industry.

Excellence in Masonry Competition

A new committee chaired by Liz Beber of P and S Masonry has been established to revamp and relaunch the Excellence in Masonry competition. Tim O’Toole will be the staff liaison for the committee. The Marketing Committee will assist the Excellence in Masonry Committee where needed to help make the program a success.

The Year Ahead

The Marketing Committee will continue to look into and develop a wide range of programs focusing on educating the design professionals in our industry and recapturing lost market share. By continuing a strong, effective contractor driven marketing effort our industry will flourish.