Masonry Magazine August 1998 Page. 33
Masonry systems take students on brick or block plant tours, and if scheduling permits, expose them to actually laying some masonry. Local AIA members judge the projects and the masonry industry hosts a dinner awards banquet where winners are given certificates of achievement and cash prizes.
In addition, each year we take 20 to 25 Construction Management students on a field trip to one of the larger mason contractor firms in our area. We talk to the students about the masonry industry and let them actually lay some brick and block, which gives them a better appreciation of the craft of bricklaying.
Continuing Education for Professionals
Because many of today's practicing architects and engineers were taught little or nothing about masonry when they were in school, we also focus heavily on their continuing education.
Our main vehicle for this is a full-color, glossy newsletter that features architects telling about their successful masonry projects as well as stories on technical issues. This newsletter goes out quarterly to local architects and engineers.
Architects have found it a great way to publicize their projects. An architect featured in a recent issue, for example, was asked to interview for future projects by two potential clients who had seen his work in the newsletter and were impressed. Other architects now are calling to ask if we could feature their masonry projects in upcoming issues.
We also give seminars to mid-career professionals and offer continuing education credits (now required of architects) for these sessions. One of the best of these took place at a new, state-of-the-art block plant; the architects and engineers were given tours of the facility and were encouraged to participate in a brick and block laying contest. Prizes were given to everyone who made the effort. As part of that session, we hosted a mini trade show that featured 16 exhibitors displaying block, brick, stone, glass block, and various masonry related accessories.
Building Relationships
Probably the most important part of our promotional efforts is simply to build relationships and give our industry a personality.
To that end, we attend monthly chapter AIA meetings and AIA social events, such as their summer and holiday parties. The Masonry Industry Promotion Group also hosts a biennial masonry awards program that takes place during a regular AIA meeting where we bring in a masonry speaker and host the entire evening. On the off year when we don't have an awards program, we still bring in a masonry speaker and make it a "masonry night."
Another popular event is an annual golf tournament that we host for more than 60 architects, engineers and university professors - our customers in the masonry industry - where old relationships are strengthened and new ones are built.
Naturally, it takes both time and money to build these relationships, to connect with these customers, to educate these students.
But everything we do, we do with one goal in mind: that when these architects, engineers and university professors think of masonry, they've got a clear and positive image of the industry. And we think that's worth a lot.
For more information about any of these programs or about the Masonry Industry Promotion Group, call Kevin Krebs at (509) 324-2320.
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MASONRY JULY/AUGUST, 1998 33