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in 2018 these communication numbers add
SMBL 500 GETS THE WORD OUT | SMBL 500 COMMUNICATION up and give you access to another range of
regional media to tell our story and the
story of Masonry.
services that would commonly be gathered Australia, had a full segment featuring SMBL
together on a professional jobsite so it was a 500 competitor mason Sheree Canham. This Take regional television news; in 2018 SPEC
win-win for all. was a great story as Sheree was the first female MIX BRICKLAYER 500 Regionals were fea-
mason to compete in the SMBL 500 World tured in different locations 10 times in North
There were additional technology develop- Championship and she was a solid competitor
ments happening by 2007 that offered many who could run with the best and was a great America. The Philadelphia, PA metro is the
other media opportunities, such as advanc- example for workforce development and # 4 largest TV market in the United States and
es in search engine positioning and social women in masonry. the SMBL 500 was a news feature
media sources. By the time that competition broadcasted by 2 stations which alone
shook out the main players were established, Let’s consider the quality of ”Engagement” generated nearly one million viewers.
Google, Facebook, YouTube, and Twitter. that the SPEC MIX BRICKLAYER 500 The growing popularity of the SPEC MIX
Their communication projection was greatly generates. This concept asks the question will BRICKLAYER 500 combined with a focused
enhanced and magnified by advancements in the news subject generate enough interest for social media outreach campaign, have helped
smart mobile communications in personal readers or viewers to be viable? For example, the SPEC MIX audience grow exponential-
and business use. will a viewer watch a video long enough to get ly. Facebook alone showed a 55% audience
the main points of the subject? Will the reader increase year-over-year, and the newly created
TODAY THE SPEC MIX BRICKLAYER go beyond the headline or the first paragraph
500 GENERATES VIEWER AND of a news article to understand the subject or Instagram account is gaining traction and
READER NUMBERS IN THE MILLIONS the point it’s making? The subject of creating a lot of buzz surrounding the annual
EVERY YEAR THROUGH TRADE PRINT, Masonry actually does very well in generat- bricklaying competition.
MASS TV NEWS, NEWSPAPERS, ing the public’s interest. It’s a fact that even All this communication effort has several
RADIO, TARGETED EMAIL AND surprises people in television production. The intended outcomes not the least of which are
SOCIAL MEDIA. subject of Masonry has a high Q score, which communicating to people who are not even in

is a rating system used by TV & Cable net- the masonry trade...yet.
So what does all that really mean to Masonry?
There are several metrics (measurements) works to evaluate public interest in a subject. As the construction trades move into the
to measure successful communications. Good news editors know what subjects their future it is a known fact that more people
Two of the most important communication readers will engage in. In March of 2018 the need to be trained to meet the labor demand
categories are “Reach” and “Engagement.” SPEC MIX BRICKLAYER 500 World for Masonry—A LOT MORE!
Championship was the lead cover article on
If you are wondering how the SPEC MIX The US Department of Labor lists Masonry
BRICKLAYER 500 World Championship New York Times Business Day section con- among the professions needing one of the
does with communication “Reach,” the coun- sisting of 1.5 pages in the newspaper. The New highest increases in trained professionals to
try of Australia is a great example. There have York Times is one of the premier newspapers meet the projected labor demand over the
been several Australian masons who have in the world. Their combined distribution of next decade. With the average age of a mason
competed at the World Championship over print, digital news and news syndication is in the 50s you don’t have to be a math genius
the years. Australia is over 8,000 miles away picked up by news sources around the world to see it’s going to be a herculean challenge to
from Las Vegas, so it’s not a quick commute and generated millions of viewers and readers add the DOL projected 34,200 masons to the
to the Bronze Lot. In late 2017 the Australian for the SPEC MIX BRICKLAYER 500. workforce by 2026 so we are going to have to
network media channel Nine News, who has But countries overseas and newspapers with get to work training them.
the highest rated national news program in a worldwide market are not the only
important places the SPEC MIX BRICKLAY- THE NHAB DID A RESEARCH
ER 500 generates buzz. There is the SPEC SURVEY ON WHAT CAREERS
MIX BRICKLAYER 500 Regional Series TEENAGERS ARE LOOKING FOR AND
which is held across North America and it CONSTRUCTION TRADES CAME UP
creates its own communication windows to WITH ONLY 3% INTERESTED. THAT IS
reach readers and viewers in these areas. For OUR PRIMARY CHALLENGE. WE NEED
the past 17 years the competition has been TO CHANGE THAT NUMBER AND
featured in regional trade and mass news. COMMUNICATION WILL HELP US
When you produce 24 Regionals as occurred TO DO IT.

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SPEC MIX BRICKLAYER 500 | 2019 WORLD CHAMPIONSHIP
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