Report of the MCAA Marketing Committee

Words: Byard Stevens, Dan Zeckmeister

Building Information Modeling (BIM)

The main task the MCAA Marketing Committee has focused on over the past year is the Building Information Modeling effort in the masonry industry.

BIM is a concept — a process — that involves digital models of a building. Several software companies make versions of BIM software. The software creates 3D models that represent every aspect of what a building is or could be, from exteriors to internal function.

The MCAA has partnered with the National Concrete Masonry Association (NCMA), the International Union of Bricklayers and Allied Craftworkers (BAC), Western States Clay Products Association, the International Masonry Institute (IMI) and The Masonry Society (TMS) to urge software developers to include masonry in BIM software. Together, the groups have worked with The Georgia Institute of Technology (Georgia Tech), to create a “roadmap” that was completed January 31, 2013, outlining the next steps to take. The initial roadmap will give a vision of the future, and provide a basis for industry comment and input.

The second phase of the process of incorporating masonry into BIM software will begin in the spring of 2013, and will involve choosing some of the highest priority items from the roadmap, starting work immediately. For example, material suppliers will need to develop digital production models of and create a digital library of masonry units and accessories in a common format. This will be considered by an existing “work group.” The contractor/masons work group will have a special task as well.

An initial investment from the masonry industry will be, in part, to entice software firms and convince these companies that masonry is needed in their programs and should be a component of BIM.

A fundraising effort will take place, whereby individuals will be asked to give $1,500 over a three-year period ($500 per year). A letter has been written asking for this support. The contributions will be made to the MCAA Foundation, so all contributions would be considered tax deductible. Once the software has been developed and implemented by the software firms, the programs will be maintained through the software firms that develop them, and no additional costs will be incurred by the industry.

Other material systems are already incorporated into BIM. By not including masonry, it will seem difficult to work with. Incorporating masonry into BIM will put the industry in a good position from a competitive standpoint.

The Marketing Committee is looking forward to continuing focusing efforts on BIM, and the future of this exciting project.

Marketing to Construction Managers and Design Builders

CM’s and DB Groups appear care about three things:
  • Reducing Liability
  • Initial Cost
  • Schedule
How do we convince them that masonry can offer these things for them? One solution is a program that has been put together by Dan Zeckmeister and Byard Stevens called Understanding Masonry. Byard Stevens is scheduled to do presentations throughout the Carolina’s to help educate CM’s and DB contractors in that area, and will conduct a free webinar through the MCAA on Wednesday, March 13, 2013 at 10:00 AM CDT.

Education Programs

The Marketing Committee will be working with the Education Committee to develop new education programs for mason contractors on how to market their masonry company.

Competitive Product Studies

The Marketing Committee is working on creating comparative studies between masonry and competitive products. These studies will be used to help promote the benefits of masonry.

MCAA Website

The Association’s website, www.masoncontractors.org, continues to grow on a daily basis. Our site is viewed by thousands of unique visitors each day, and millions across the globe search for news and information regarding the best building system on the market: masonry. The site is the premier industry website for contractors and suppliers and is an important promotional tool for architects, specifiers, officials and other potential customers. We are proud that the MCAA website is the best site in the masonry industry.

The Year Ahead

The Marketing Committee continues to look into and develop a wide range of programs focusing on educating the design professionals in our industry and recapturing lost market share. By continuing a strong and effective contractor driven marketing effort our industry will flourish.
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