Masonry Magazine September 1978 Page. 15
Next to a Trowel, IMI could be Masonry's Hardest Working Tool
The International Masonry Institute exists for one reason: To create more work for bricklayers and mason contractors. And IMI believes that the more architects, engineers, and building owners or developers know about the unequalled advantages of masonry, the more eager they'll be to build with masonry.
IMI is reaching these all-important decision-makers through a wide range of tools: Advertising, publicity, films, educational efforts, professional consultation and information services. Last year alone IMI ads reached more than 3,000,000 people and generated more than 43,000 requests for information.
These efforts are funded by contributions negotiated by locals of the International Union of Bricklayers and Allied Craftsmen and members of the Mason Contractors Association of America. A penny, or two cents, for every hour worked by a brick layer covered by an agreement funding IMI-and that means 85 percent of the Union's membership-goes to support this aggressive promotion effort. And a large and growing number of local agreements now call for two-cent per hour contributions.
Why this trend to two-cent contributions? It reflects the rising cost of doing the job, the increasing success with which IMI is getting the job done, and most of all, the pressing need for IMI to do more than it ever has before.
This year IMI undertook a major market research project designed to help us plan future efforts by telling us what our major audiences think of us, how effectively we're communicating with them, and how we can do better.
The results told IMI two things: First, we've made an impact. Second, there's a big job remaining to be done.
Our key audiences know who we are and what we've been saying. But we could be reaching more of them more effectively. And we have to continue to step up our efforts if we're going to keep our place in a market that gets more competitive all the time.
So if your local group isn't participating in an IMI funding agreement, work to get IMI contributions written into your next collective bargaining agreement. And if you're covered by a one cent agreement, work to raise that level to two cents.
The goal is more and better masonry work in the future, which means more and better work for you.
IMI International
Masonry Institute
823 15th Street, N. W., Suite 1001
Washington, D.C. 20005
(202) 783-3908