National Ready Mixed Concrete Association – NRMCA
Contract Type: Multi-year, seven figure contract
Dates of Performance: 2015 – current
The National Ready Mixed Concrete Association (NRMCA) faced significant loss of market share to wood products in the low to midrise market. Research and testing showed that builders, developers, investors, and fire safety professionals all viewed concrete as the favorable option for construction, yet messages about cost comparison were the only ones breaking through to decision makers. With favorable reviews from building professionals, NRMCA needed to counteract the cost comparison messaging and grow their own voice in the industry.
DDC’s strategy involved building a comprehensive communications and action plan that enabled NRMCA to educate the design and build community, policymakers, building code officials, and property owners/occupants on the benefits of concrete construction and the shortcomings of wood construction. We armed NRMCA with the website, collateral, messaging, external coalition support, and public outreach and media strategies needed to make a clear and convincing case for building with concrete to key audiences.
In a multi-phased approach, DDC is deploying NRMCA’s flagship outreach campaign to drive positive conversation around the industry, influence legislation, and ultimately drive public interest and awareness of the benefits of building with concrete.
To ensure that NRMCA’s stakeholders are prepared for full-program implementation, DDC’s media experts give spokesperson training, provide and manage online properties, coordinate coalition building of third-party groups into the NRMCA fold, design creative collateral and advertising that takes complex information and makes it digestible, and will further NRMCA’s influence with policymakers and key decision makers that can expand media coverage and industry recognition of NRMCA.
Through the theme of building with strength, pride, and durability, we provided NRMCA with the collateral and messaging strategy needed to make a clear and convincing case for concrete’s value. Please see the following creative work done via video: NRMCA Brand Essence Video