Kentucky Billboard Campaign Highlights Cool Concrete Attributes

In September 2012, E-NEWS reported on the Kentucky Ready-Mixed Concrete Association’s (KRMCA) "Keep Louisville Cool" campaign. Now the KRMCA has upped the ante by erecting billboards tied to the campaign, reports NRMCA Senior Director, National Resources Phil Kresge. The 20 billboards are featured throughout the Louisville area and carry the message, "Things Are Heating Up - Keep Louisville Cool." They also direct viewers to the KRMCA cool communities Web site for more information.

"The Web site we developed went from 20 hits per day to over 110 hits per day," reports KRMCA Executive Director Finley Messick. "While visits on the site vary, it has more than quadrupled since the first day of the billboard rollout. It is my hope that this will only continue to increase. If this campaign does nothing else, it will teach Kentuckians that there are quantifiable differences in concrete pavement and buildings." Messick also reports that the Web site has been redesigned to be more user-friendly; previous sites such as "coolconcrete.org" and "keepconcretecool.org" are now automatically directed to the new site.

"This is the type of awareness campaign that can really open eyes and make a difference," Kresge said. "And KRMCA is doing an excellent job on the public relations end of promoting its efforts." Press releases were sent to all media outlets to coincide with the billboards. KRMCA’s Technology and Education Specialist Brett Ruffing told Kresge that they are working with selected news outlets on potential programming opportunities. Ruffing also said that KRMCA is more than willing to work with other state associations that want to launch similar campaigns. Those interested can contact him at bruffing@krmac.org or 502-695-1535.

For more information, contact Phil Kresge at pkresge@nrmca.org.