Masonry Magazine July 1977 Page. 11
FIRE RATINGS
Bars&Sense
about Brick & Black Bemes
REPORT
Technical materials on masonry construction are regularly distributed to design professionals. A laminated reference card (center) listing fire ratings for a wide range of unit masonry walls have been sent to code agency officials as well as architects and engineers. The Guild and Program's annual report (left) and a brochure detailing the long-term savings and overall advantages of owning a masonry home also have been widely circulated.
Central among these activities have been the drafting of new regulations under the state's Contractors License Laws, obtaining needed amendments or total changes in building standards specifications, and participation in all facets of the the apprenticeship program. Craftsmen in the industry also receive materials such as a new first-aid reference card, line pins, line block and twigs, and are able to buy hard hats through the Guild & Program at substantially reduced cost.
Major emphasis in Rosensteel's presentation, however, concentrated on promotional efforts geared to the general public, and in particular, the dramatic change in these activities over the past two years.
"Up until early and mid-1975, our Guild and Program stressed the advantages of masonry construction in all of its promotional activities," he explained. "Key points were masonry's ability to withstand the desert climate conditions, as well as the lower cost for fire insurance on masonry homes.
"Yet claims made by competing product industries along with rising construction costs and misbeliefs of laymen about saving money on schools and other projects by using more wood, glass and metal, caused us to shift our emphasis."
Compounding the encroachment of frame builders into the Arizona residential building market was their use in late 1975 of results from the so-called "A.S.U. Comparative Insulation Study": a paper compiled by a single Arizona State University graduate student whose expenses were paid for by a wood products association.
"Despite the increasing use of this wholly inaccurate information," Rosensteel related, "many in the masonry industry were reluctant for us to take an aggressive, public stance against our competitors. At the same time, others seemed to feel we were trying to ignore the issue.
"The facts are that we tried-in a rational and gentlemanly manner to have the study results retracted by the university. We also contacted the utility companies and invidivual home builders, yet all was to no avail."
The result was the most extensive promotional campaign in the history of Arizona's masonry industry. Elements of the campaign included a brochure distributed to prospective homebuyers, with a special insert refuting the wood industry's insulation claims, two hard-hitting radio commercials illustrating the "apples-and-oranges" nature of the A.S.U. study comparison, and a television commercial disputing the so-called "extras" people get with frame construction.
Billboard advertisements were also used in the extensive campaign, whose impact Rosensteel described as "tremendous." Since the campaign hit its peak last summer, frame builders have discontinued distributing the "A.S.U. Study" results, while several builders have phased out frame models entirely.
In addition to reviewing specific activities of the Arizona program, Rosensteel outlined several key points for the benefit of meeting attendees who are relatively new to the masonry promotion industry. "Over the years," he said, "we have had the privilege to assist in the establishment of several statewide promotion programs. In each case, we've stressed the need to contact the local A.I.A.
TV COPY
Truck
Paling
termite
these
THE ALLZON
continued on page 27
Fictures
Fine
paratie less for all
76-1-30
sonry Brick, Black, or Stone.
MASONRY/JULY 11