A new vision for the precast industry was unveiled at the PCI Convention in Palm Springs, California. Propelled by insightful new research into the minds of the industry’s customers, the results of PCI’s Industry Branding Project were presented for the first time through keynote presentations and marketing breakout sessions. The Industry Branding Project has been brought to fruition under the leadership of the Market Plans Committee, led by Tom McEvoy, and Chuck Merydith, Managing Director of Marketing & Communications.

The “customer” is being recognized not as a particular individual, but as the decision process that sets the specifications, including the choice of building system, for each project. Outside the transportation sector, this process is typically spearheaded by the architect. Therefore, the initial thrust of this initiative is directed to architects. The overall objective is for the precast producer to be invited to “take a seat at the customer’s table” beginning with the initial stages of the design process.

This message was communicated on several fronts during the course of the PCI Convention. In the Monday morning Opening Session, keynote speaker Howard Hyden urged members to get involved with the architect “in the first inning, not the ninth.” PCI President Jim Toscas articulated the need to move the customer’s perception of the industry’s capabilities beyond what it is today, underscoring that precast building systems are able to “materialize the customer’s vision.”

To help the industry, as well as customers, view precast in a new light, a new PCI logo concept and trade show exhibit were unveiled in the Exhibition Hall following the Opening Session. That afternoon, two marketing sessions were devoted to bringing Convention participants up to speed on the details of this latest research, as well as the marketing communications strategies that will derive from it.

“This is just the beginning – the first step in defining a clear direction for the precast industry,” said Jim Toscas. “We are launching a three-tiered promotion campaign at the national, regional, and producer levels. This will include new spread ads running in key architectural publications, a new Designing with Precast binder targeting the architect, and a new look and feel for the PCI Website and key publications. In the next phase we will turn our attention to the engineer, providing expanded information and educational programs.”

The program will shift into high gear in January 2006, as the new advertising campaign begins to build a national backdrop for regional and producer-level promotion activities targeted to architects. Engineers will also get a hint of change brewing as the PCI JOURNAL gets a refreshed cover beginning with the January-February 2006 issue, to be followed later in the year with an updated interior layout. Finally, the familiar round-lettered PCI logo and the 50th Anniversary emblem will be retired in favor of a new symbol for PCI in correspondence, publications, and on the Website. The new logo symbolizes the fusion of art and science, or aesthetics and engineering, represented by the precast concrete structures industry.

Total construction stats for the U.S. are expected to rise about 6% in 2005, even with the loss of new construction activity in the Gulf region. The major uncertainty relates to the price and availability of building materials. More >>

PCI’s application to join the U.S. Green Building Council (USGBC) was accepted in October. The Institute now joins a group of over 6,000 USGBC member organizations dedicated to transforming the built environment by encouraging a new generation of structures that deliver high performance both inside and out.

As the importance “green building” grows, PCI’s involvement in USGBC and other green building organizations will become more vital. With all the advantages that precast concrete has to offer to green building, it is to everyone’s advantage that our industry be heard and represented.

PCI expects that its participation in USGBC will allow our industry to help shape LEED rating systems and participate in local chapter informational activities, while opening access to numerous informational resources available only to USGBC members. “The key to making this work for us will be people,” noted PCI President Jim Toscas. “Our industry will need to stimulate, identify, and facilitate individuals interested in participating in the green building movement.” If you are interested, contact Sid Freedman (sfreedman@pci.org / 312-360-3203) at PCI Headquarters.

The 51st Annual PCI Convention and Exhibition took place in conjunction with the National Bridge Conference in Palm Springs, California, in October. As usual, it was a whirlwind of activity for everyone in attendance. This year brought a healthy mix of tradition and change as our industry moves forward into the next 50 years and beyond.

One of the changes for 2005 was the introduction of a system of learning tracks designed to address the needs of individual attendees. Content-packed sessions were arranged in these tracks to allow participants to more easily plan their Convention experience and to minimize schedule conflicts. A total of 35 sessions were offered in the Executive, Technical, Marketing, and Operations tracks. The National Bridge Conference also boasted a full program of 19 educational sessions, offering the latest in ideas and information from the transportation sector.

The educational program, while always a PCI Convention cornerstone, was only part of the experience offered to the 1,286 industry representatives in attendance. Following a weekend filled with committee meetings and social activities, the Monday morning Opening Session kicked off the Convention program. A number of award-winners, including this year’s PCI Fellows, were honored. Keynote speaker Howard Hyden discussed creating a customer-focused business and touted the merits of “being awesome” to your market. Jim Toscas provided a glimpse into the future of the industry derived from the Industry Branding Initiative. A total of 88 exhibitor firms filled the Exhibition Hall.

Other events included Tuesday evening’s Design Awards banquet, which honored the very best and most innovative precast structures from all over North America. There were also a number of social activities, including the Architectural Precaster’s Get-Together, the Professional Members Get-Together and a newly-instituted Women in PCI reception.

As PCI continually looks at ways to add to your show experience, we distributed an online survey to those attendees who shared their emails at registration. We’re interested in participants’ responses to the 2005 Convention, as well as suggestions for future shows. Results thus far have been very positive, but we also want to get as much input as possible.

If you haven’t participated in the online survey, please visit www.pci.org and then follow the survey link to the 2005 PCI Convention Survey. It should take less than 10 minutes to complete. Your comments and feedback are important to help aid us in the continued success of this event and as well as your experience with PCI.

We look forward to seeing everyone next year in Grapevine, Texas!