The new branding initiative from PCI – designed to reposition precast in the construction industry and refresh the image of PCI as an organization – continues to accelerate and gain momentum. Building on the learnings from research conducted in 2005, PCI began an internal rollout at the PCI Convention in Palm Springs – including progress reports to the Board of Directors and the marketing committee, as well as presentations, break-out sessions and a follow-up mailing to attendees. Beginning in January, 2006, PCI began focusing externally to spread our message to the building and construction community.

Below is a quick look at several major elements of the initiatives. You’ll find samples, downloads and more detail, where appropriate, at each section within PCI Brand Central.

Advertising

The first ad in the series, featuring an award-winning project by PCI member Metromont appeared in the January issues of Architectural Record, Building Design and Construction, Construction Specifier and Architectural Products. 

These insertions will be followed by a second ad, geared specifically for engineers, in Engineering News Record, beginning in February. Additional ads are planned to run through spring – all carrying a strong call to action and specific web landing pages for tracking reader responses.

Download Ad Campaign Overview

Collateral

A new look for PCIJOURNAL debuted in January. Under the guidance of its new editor-in-chief, Emily Lorenz, the JOURNAL is in the midst of a redesign that will help to make the publication’s respected, high-quality content more accessible and user-friendly.

ASCENT magazine, as well, is progressing in both its look and its approach to content.

Web

The PCI Web Site, www.pci.org, will offer 2006 visitors a fresh and intuitive design, providing different users with streamlined access to relevant information.

PCI Design Guidelines

A crucial cornerstone of the PCI Brand Initiative, the new PCI Design Guidelines for marketing communications and corporate identification, were finalized in the 4th quarter of 2005 to create visual imagery consistent with the research findings and strategic direction outlined at the PCI Convention.

The rollout of the new PCI design “look” is underway, including use of the new logo and graphics standards on stationery and other office materials including PowerPoint templates, certification course materials, and membership applications. A redesigned masthead for the PCI Journal and updated web graphics.

Efforts are underway to help regional marketing offices update their logos where necessary and incorporate the new Design Guidelines into their materials. Rollout will continue throughout 2006; plans include a newly designed “PCI-Certified” emblem, continued enhancements to the Journal and Membership Directory, and new membership recruitment materials.