The Concrete Masonry Checkoff has put the finishing touches on an ambitious five-year plan and vision for the industry, aiming for a 20 percent market share increase reflecting greater gray or architectural concrete masonry unit demand.
“This is about building exquisite, enduring communities, one block at a time,” says CMC CEO Kim Spahn. “Success in the concrete masonry industry is a team effort. Our products and our people stand the test of time.”
The Checkoff plan is built on strategic investments across six pillars: design assistance, educating design professionals, concrete masonry outreach, marketing, codes and standards, and university relations. While all play a role in the betterment of the industry’s future, the following highlights represent some of the most immediate, high-impact initiatives under way:
- Education. CMC aims to host 750 educational events over the next five years, along with a goal of an additional 5,000 students being taught masonry.
- Marketing. Intended for design and building professionals, CMC set a goal of 500,000 visits to its newfound BeautyofBlock.com site over the next five years, with a target of reaching 100,000 architectural, engineering and construction professionals.
- Design assistance. CMC looks to assist more than 5,000 projects through its recently launched Block Design Collective, a virtual destination where AEC professionals can access free CMU design support, education, training and online resources.
“We will invest every dollar as if it was our own,” Spahn affirms. “As we reflect and recalibrate, we’re not just funding programs—we’re strategically investing in these six pillars, ensuring each investment propels us closer to our goal of a 20 percent increase in market share.”
After more than a decade of industry stakeholder exchanges and federal lawmaker outreach, the U.S. Department of Commerce authorized the establishment of CMC in 2021. The Checkoff is entirely funded and led by industry, with a mandatory penny-per-block-sold assessment to support research, education and promotion around the value of concrete masonry construction.
“I believe the creation of the Checkoff is part of a broader mission: to restore trust, durability and resilience in America’s infrastructure,” concludes Spahn. “Increasing weather extremes and the unsustainable cost of rebuilding and repair require a new approach that combines safety, sustainability and affordability.”
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