Kentucky Shares Concrete Promotion Ad Campaign

The Kentucky Ready-Mixed Concrete Association (KRMCA) is offering to share its current ad campaign, free of charge, with other state associations. The print-ready, full-color ad slicks are available for download.  

Over the past few years, KRMCA has spent much of its time and effort on a public awareness campaign using billboards, radio advertising and an informational Web site that has been receiving 5,000 to 10,000 hits per month. But now the target audience has shifted. "This year we want to reach out to our lawmakers and decision makers and our focus is again on concrete pavement and disaster resilient concrete buildings," said KRMCA's Finley Messick.

As a result, KRMCA has begun a series of full page ads in The Lane Report, the premier business magazine in Kentucky. The monthly circulation of nearly 18,000 includes all state legislators, including the governor, as well as the most powerful business leaders in the state. "We are not trying to sell concrete," Messick added. "Rather, we are trying to create awareness about the many wonderful attributes concrete brings to the table to make a better state, city and county."

To date, KRMCA has run ads featuring Concrete Roads Save Money; Concrete Delivers Value, Curb Appeal and Reliability; Concrete Delivers Lower Costs and Improved Security; Concrete Delivers Free Pavement Design Assistance and Weather the Storm. "We have kept the ads very simple and clean with info from sources other than our industry such as MIT research and others. We want them factual and eye catching," Messick said.

Apparently they are very eye-catching, as Messick reports that they are experiencing a 30-35% spike in Web site visitors following each month’s ad run. The best part is that KRMCA is offering to share these ad slicks, free of charge, to other state associations. "We are happy to share these with the rest of the industry," said Messick. "We really just want to see the message carried to as many people as possible.