Masonry Magazine January 1977 Page. 17
IMI
IMI Promotion Campaign In '77
To Stress A/E School Contacts
An ambitious promotion campaign in 1977 for the International Masonry Institute (IMI) has been unveiled by IMI's newly elected Chairman, Charles F. Velardo of Newton Highlands, Mass. The comprehensive program covering both the United States and Canada includes greater contact with architectural/engineering schools, national magazine advertising, and distribution of motion picture and slide show films as well as technical publications.
"Mason contractors, whose collective bargaining agreements now call for two cents per hour funding for promotion and resource-center services by the IMI, are getting a growing return on their investments," commented Velardo in announcing IMI's 1977 promotional plans.
Architectural/Engineering Schools
The IMI, which will be seven years old in July, is currently completing the first phase of a major project which involves placing high-quality educational aids into every accredited school of architecture in the United States and Canada. Included will be a new IMI design film featuring internationally acclaimed architects Philip Johnson, Ulrich Franzen, and George Hartman of Hartman-Cox Architects. All are recipients of the Louis Sullivan Award of the International Union of Bricklayers & Allied Craftsmen.
"In addition, slides from the film and a companion printed publication will aid the architectural professors in follow-up classroom discussions of the film," Velardo said. "All of the material is geared to stimulate the students into digging deeper into the subject of masonry construction. A comparable 1977 programs is planned involving schools of engineering in North America." Working with IMI in both cases are advisory councils of deans from the A/E schools.
Magazine Advertising
Velardo reported too that IMI's advertising campaign, which has won multiple national awards, will be expanded into additional magazines reaching influential decision makers such as architects, engineers, owners, investors, builder/developers and others. In 1977, IMI ads on fire-safe construction, energy conservation with masonry, design, loadbearing, and recycling of structures, etc., are repetitively being scheduled in 12 leading professional and business publications.
Film Distribution
Mason contractors, BAC Locals, architects and others wanting to view IMI films can now get free loan copies in four North American locations. IMI recently opened its newest film loan-library in Vancouver, Canada. The locations are:
Western Canada-Association-Sterling Films, 2790 Arbutus, St., Vancouver, B.C.
Eastern Canada-Association-Sterling Films, 333 Adelade St., W., Toronto, 33 Ont.
Western U.S.A. Association-Sterling Films, 6644 Sierra Lane, Dublin, Calif. 84566.
Eastern U.S.A. Association-Sterling Films, 600 Grand Ave., Ridgefield, N.J. 07657.
masonry • January, 1977
IMI Trustees and Advisors plan '77 promotion program.
Films/Publication Catalog
All IMI-distributed films (plus selected ones recommended from the masonry industry) as well as IMI publications are listed in a new comprehensive catalog recently released by IMI. The new catalog cross-references all films and publications. It is now possible to select a film, for example, and be referred to another page for pictorial and technical publications which relate to that subject matter. Or a publication can be selected with a reference to related films and slide shows.
In addition, IMI has compiled lists of recommended publications from throughout the masonry industry and has included them along with costs and sources of supply. Mason contractors and others will find this catalog a valuable tool for their continuing education about the latest industry technology as well as a source of masonry information for clients. The catalogs, plus appropriate publications, will also be distributed to the many thousands of decision makers responding to IMI advertising and requesting information about masonry construction.
New Slide Show
Loadbearing & The Mason Contractor is the title of a new slide show just released by IMI. It has been produced primarily for mason and general contractors who have never been involved in bidding on and/or construction of a mid-rise loadbearing masonry building. The architectural firm of Hendrick & Mock, San Diego, Calif., noted for its loadbearing masonry design, served as a consultant to IMI on this production. The slide show covers many points about which mason and general contractors should be aware in preparing bids. It will stimulate them to dig deeper into the subject so that loadbearing jobs will be bid upon and won, and not go to a competitive material or system. The slide show includes 73 2x2 color slides in a carousel drum and container, script, and cassette recorded narration for $70.