Inspired by an NRMCA member, Build With Strength
has produced two radio ads for members to place in their local markets to
promote Build With Strength and concrete construction. Based on the original
“Let’s Talk about Strength” video used to launch the Build with Strength
60 second ads are now available for download.
An initiative of the National Ready Mixed Concrete Association to promote the use of concrete products for pavement due to their safety, resilience, and long-term value.
Our mission is to give provide designers, engineers, contractors, owners, and developers the tools necessary to pave ahead—which means thinking smarter, going beyond conventional
methods, and leading the way in adopting new and innovative technology.
Choosing concrete creates a durable and more sustainable future. It’s that simple.
You can now track Build with Strength advocacy efforts with our new BWS
Monthly Advocacy Report. Each month we’ll outline the state and local
measures BWS is actively tracking and working on for the ready mixed
concrete industry. There is no shortage of pro-wood industry activity at
the state and local level. Stay informed, organize and activate! For
more information, contact
NRMCA offers free concrete project design and technical assistance to
help convert wood and steel buildings to concrete. The Concrete Design
Center experts can help select the right concrete solution for a wide
variety of projects, from multi-family residential/mixed use to
industrial and health care facilities.
Click here to
submit your project or below to download the brochure.
Build With Strength Webinar
Learn how you can
help transform the way we build by joining NRMCA for this free webinar series.
Communicate, educate, advocate and convert are the key strategies to increase
market share of concrete in the low/mid-rise building market. Since its launch
in 2016, the Build With Strength initiative has helped bolster concrete’s
position in the low and mid-rise building markets. Join NRMCA to learn how you
can engage in the concrete industry’s most comprehensive promotion program ever.
NRMCA encourages the adoption of statewide legislation that
benefits the built environment to make it more durable, resilient, and
sustainable. NRMCA can assist in the adoption of statewide or local legislation
by providing example model language.
There is strong movement in a number of states to legislate
the use of wood over other building materials for state funded projects. As you
would expect, this preferential treatment of one material over another has its
roots in regions with strong forestry and timber industries and powerful lobby
groups. This legislation is referred to as Wood First Initiative named after the
original legislation signed into law in British Columbia, Canada.
Clearly, the effects of this legislation are potentially devastating to the
concrete industry and NRMCA has developed a strategy to stem the adoption of
more Wood First legislation in other regions. To enable this strategy, we must
first become aware of the complex relationship between green certifications,
local politics, and the competitive drive for market share between all
Since the arrival of the International Building Code in 2000, there have been a
number of provisions that have been favorable to wood construction:
Including new definitions of some use groups and types
of construction (e.g., Type III), which allow more wood construction
Allowing sprinklered buildings with National Fire
Protection Association (NFPA) 13 systems to contain one additional story,
and to be increased in height 20 feet
Permitting fire walls of combustible material in a Type
V building, which allows the structure to be divided into separate
buildings, each subject to its own height and area limits
Allowing the area for single-story buildings that are
sprinklered to be increased to 300 percent of the tabular area
Permitting asymmetric testing for fire resistance
rating (testing from the inside only) where the distance to the property
line is at least five feet
Since the inception of the Softwoods Lumber
Board in 2012, the wood industry has invested at least $33 million to
promote wood applications. As the residential building and
non-residential building sectors represent approximately three quarters
of all potential for concrete, it is vital that the concrete industry
unite to combat this encroachment into traditional concrete markets. The
accompanying graph shows that the wood industry has been successful in
wrestling share away from concrete over the last decade in the mid-rise
To protect concrete markets,
NRMCA has launched Build with Strength, a multi-million dollar
coordinated industry campaign to better educate the design/build and
code communities about the benefits of concrete construction in the low
to mid-rise sector and in general. The program is based on a significant
research investment made by NRMCA to better understand the motivations
behind the use of certain construction materials, including concrete.
The research showed that a great majority of the design/build community
was favorable to concrete construction because of attributes like
strength, durability and ease of use. However, certain misconceptions
about cost and environmental impact often led decision makers to choose
less safe building materials such as wood and wood products.
The campaign relies on an unprecedented communications strategy that
includes a Build with Strength
branded web site, video content, a multi-city media tour, rapid response
capabilities, advertising, social media properties, and stakeholder
engagement opportunities. Additionally, the campaign is designed to
drive industry and project decision makers to resources such as Webinars
and live seminars for technical support and design assistance while also
building an advocacy network that will support concrete’s position in
building codes, standards and rating systems at the state and local
"With Build with
Strength we will re-energize the concrete industry and
better position concrete products in the construction
marketplace,” said Ted Chandler, NRMCA chairman and
president of Chandler Concrete Co., Inc. “This initiative
will serve as a united voice reminding people inside and outside
of the industry that no product is as safe, strong or durable as
ready mixed concrete."
How Can NRMCA Members, State Affiliates and
Industry Organizations Support Building Promotion?
Pass a Board Resolution – Support the
building promotion program
Understand Change – Developers are using
wood frame to building low- to mid-rise buildings
Be Entrepreneurial – Promote concrete as
the material of choice for buildings
Use Industry Resources – Use the
promotional, technical and human resources available through NRMCA
and its partners
Assist Changing Local Building Codes –
Help NRMCA change local building codes that make building safer and
See Opportunities – Be the eyes and ears
of the industry. Identify developers (your customers) who might be
open to concrete solutions for their projects
To download a PDF of the “Seven Things” Summary,
NRMCA Low/Mid-Rise Promotion Plan
its meetings in September, the NRMCA Board of Directors took decisive action
and approved a plan to regain share for concrete in the building segment.
The plan builds on existing strategies that have demonstrated success in
other markets. In particular, NRMCA’s Design Assistance Program (DAP) for
parking lots and streets has yielded success rate of over 50% in favor of
concrete. The new building promotion program proposes a DAP for buildings
whereby NRMCA will provide developers and their design consultants with
preliminary designs, cost estimates and operating cost benefits with the
purpose of influencing them to use concrete framing for their projects.
Other strategies include communications, education and codes advocacy.
NRMCA Webinar: The Seven Things You Can Do
To Place More Concrete in Buildings
Are you tired of watching wood buildings going up and wondering why they are
not concrete? Are you wondering you can change this alarming trend? Come
learn about the seven things you can do to help win back share of concrete
in buildings from wood and steel. In September 2015, the NRMCA Board of
Directors adopted a comprehensive building promotion plan to stem and regain
concrete’s loss of market share in the low/mid-rise buildings market. There
are three main strategies. The key strategy is direct project promotion
where NRMCA, members and industry partners work directly with developers to
provide technical support and design assistance with the primary objective
of converting wood and steel designs to concrete. Two other strategies
provide support including communications and advocacy. This webinar will
layout the seven basic steps towards gaining back that lost share and
increase the amount of concrete placed in buildings.
To effectively move the ready mixed concrete
industry ahead, experience has shown the benefit of promotion groups working
together, the importance of quality promotion tools and the usefulness of
measurement in quantifying the results of promotion efforts.
NRMCA’s promotion program embraces these fundamentals with a particular
focus on building relationships with specifiers to support and educate them
about new concrete applications. We also provide promotional tools,
resources, and training for our industry while facilitating promotion
cooperation and coordination with partner associations at every level. The
strongest promotion focus for NRMCA is on parking areas, streets and roads
and low/mid-rise buildings including support for pervious concrete, roller
compacted concrete, tilt-up and insulated concrete forms (ICFs).
Join us in helping make ready mixed concrete the construction material of
choice—for today, tomorrow and ages to come.