Marketing Program

CMC is building a long-term and ongoing educational program promoting masonry architecture and construction with learning opportunities about masonry features, overlooked topics and changing the perception of concrete masonry. Through a comprehensive approach, this program advocates for, and is undoing, the many presumptions owners and architects may have about masonry and its visibility for their projects. This program brings forth inspiration of the new generation of design professionals with expectational masonry case studies presented by the architects who designed them.

Launches a four-month educational campaign to inform key stakeholders about Florida’s potential expansion of a building code highly favorable to concrete masonry. While not advocating for legislative outcomes, the program focuses on educating lawmakers, insurance companies, architects and municipalities about the Miami-Dade Standard and its impact on resilient construction. Efforts will center on the Tallahassee market, with additional outreach to decision-makers in their home regions as opportunities arise.

As we look to refine our regional approach in 2026 and align regional marketing efforts with the national Beauty of Block campaign, we’re introducing a framework that offers each region a clear pathway to participate, with the flexibility to shape efforts around local needs and opportunities while staying rooted in a unified strategy. Our goal is to ensure all work, across every region, contributes to a stronger, more unified national story without losing what makes each region unique. 

The Market Share Data Collection Program is designed to gather accurate and comprehensive insights into industry performance across key market segments. The program will collect standardized data from home permits collected by the University of Florida annually, ensuring confidentiality while enabling the creation of a final report. This report will track single-family market share of concrete block homes versus those built with wood in 10 regions of the state. It will aid in determining regional trends and shifts in consumer demand, providing the industry with a clear picture of their competitive position. The program’s primary goals are to (1) deliver actionable intelligence that helps the industry make informed business decisions, (2) identify emerging opportunities and challenges within the market and (3) strengthen the industry’s ability to respond proactively to changes in competition. By leveraging consistent data collection and robust reporting tools, the program will serve as a trusted resource for both strategic planning and long-term growth. 

Promotes Region 3 specific topics, design and project assistance offerings through a hyper-targeted regional push, zeroed in on elevating the perceptions of concrete masonry construction among key influencers in the Region 3 architect, engineer and contractor (AEC) community. 

This program increases awareness of CMU advantages among core architect, engineer, and contractor (AEC) audiences (via Beauty of Block campaign elements). Additionally, this establishes a passive, cost-effective means of examining behaviors and motives of qualified audiences. Lastly, it builds an actionable database of mobile device IDs/AEC contacts to inform and optimize subsequent communications.