MARKETING

Promote masonry to high-value audiences (through advertising, public relations, etc.) to impact perceptions and decision-making. Messaging will center on disaster resilience, performance, costs, security and other value points.

NATIONAL EFFORTS

Reduce redundancy by developing national branding and messaging; conduct national design awards.

REGIONAL EFFORTS

Adapt national messaging for most impactful regional delivery; conduct regional design awards

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Design Escapes
The CMU Checkoff Initiative was created by producers frustrated with continual loss of market share. That frustration was compounded when program ideas surfaced that could drive demand, but there was no way to fund multi-year, well-funded programs that would change outdated perceptions of CMU.

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Promoting CMU

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