Masonry Magazine January 2017 Page. 47
CAMRA has been an ideal forum for coordinating this program, and we expect to see the impact of our "strength in numbers" as we move from research to program design and implementation. The result will not be a single industry promotional program or campaign. In fact, there will not be a common brand, tagline, or standard ad copy. Instead, this program will produce a research-based platform of tested concepts and messaging upon which each concrete industry association can build its own promotional program.
Three task groups have been formed within CAMRA to oversee this program. Bob Thomas, President and CEO ofthe National Concrete Masonry Association, is chairman ofthe "Market Data" task group that is managing the market research project and developing market measurements and analytics.
An "Umbrella Positioning" task group will work on developing strategies and messaging to favorably position the industry in the marketplace, based on the results of the baseline research. A "Training and Education" task group will work on creating common programs and materials that can be used by individual associations to educate and inform the deciders and influencers that impact their respective markets.
The initial market research has now been completed. A draft report has been circulated to CAMRA members, and the baseline results will be finalized in the first quarter of 2017. This is an exciting and unique effort, and I look forward to updating you on our progress in the year ahead. Stay tuned!
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