“From Top to Bottom”
The Florida Concrete & Products Association in a partnership with the Florida Concrete Masonry Education Council (FCMEC) is about to launch its new 2017, statewide advertising campaign titled “From Top to Bottom.” The campaign is dedicated to educating potential homeowners about the multiple advantages to building a home with concrete block, especially compared to wood.
“It’s important that homeowners know what their next home is made of. Everyone wants the comfort of safety for their family and concrete block homes provide that,” said Kelly Page, president of the Florida Concrete & Products Association. “This campaign allows us to educate the consumer and let them know that they have choices, they need only ask their builder.”
Last year’s campaign included a 30-second TV spot that targeted potential homebuyers in the Naples, Tampa, Orlando and Jacksonville markets. The campaign was a fully integrated marketing program which include traditional forms of media, mainly television and radio as well as digital and social campaigns which stretch statewide. Consumers were directed to the ConcreteBlockHomes.com website where they were able to learn about unique benefits such as termite resistance, fire resistance and durability; get inspired by floor plans and the real homes featured in the gallery; or contact an expert with any questions and find a preferred builder in their area.
With the overwhelming success of the 2016 campaign, industry leaders have decided to expand the 2017 campaign to include the southeastern Florida markets of Miami, Ft Lauderdale and Palm Beach. The 2017 campaign will also expand it’s reach into the Multi-family housing market. The state of Florida is expected to be one of the top three growth markets in the country for multi-family housing starts.