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.
Reduce redundancy by
branding and messaging;
conduct national design
messaging for most
regional design awards
Ensure You Stay Updated on the checkoff vote!
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ideas surfaced that could drive demand, but there was no way to fund multi-year, well-funded programs that would change outdated perceptions of CMU.