Better Brick Advertising

The 2001 Better Bricks advertising campaign was focused upon a large television campaign targeting commercial building employees and decision-makers. The logic model was to use a campaign emphasizing greater productivity to increase demand for high performance buildings. The 2001 evaluation found that this design was less effective than desired and the Better Bricks advertising campaign was then redesigned. The 2002 and 2003 advertising campaign was one based upon targeted marketing to decision-makers (e.g., owners, architects, design engineers), with most of the emphasis on inserts in the local distribution of local or national trade publications. The inserts provide color advertising message on one side and more explanation and information on the reverse side. Web site information was provided in both efforts.

Program Profile