SUBMITTED NEWS RELEASE
The benefits of a concrete-constructed roadway are substantial to both types of motorists – the taxpayer and the road-planning engineer.
Boasting a 30-year drivable “shelf life,” concrete is pourable year-round. It’s sourced with locally produced ingredients, and is prepared and poured by workforce that calls northern Nevada home.
With those facts and many others in hand, Ding Communications, Inc., has been appointed by Sierra Nevada Concrete Association to build awareness around concrete’s value and durability.
“There really aren’t any valid reasons for not building a road with concrete,” said Greg Fine, a principal at the Reno-based advertising and marketing firm. “When concrete’s life cycle cost-analysis is the basis for the comparison, concrete wins over other surfaces in just about every category.”
The “Concrete Makes Drivers Happy” awareness campaign emphasizes several of concrete’s most notable statistics to two very distinct audiences: the local taxpayer who funds road construction, and the engineer responsible for specifying a roadway’s construction materials.
The campaign is being broadcast initially across several key northern Nevada radio stations. Listeners are directed to visit Sierra Nevada Concrete’s website (www.SierraNevadaConcrete.com) for deeper details, including a recently released MIT report (Sept. 2011) validating concrete’s life cycle cost-effectiveness.
Life cycle analysis (LCA) is the “cradle-to-grave” assessment of a material’s cost, in both environmental and economic impacts. In respect to concrete, several factors weight the equation, including concrete’s ingredients – locally sourced aggregate, portland cement and water; the fact that it’s not composed of oil; and that it lasts substantially longer between repair periods. All are factors contributing to concrete’s cost savings over the life of the roadway.
The campaign is scheduled to run through February 24, and is a precursor to the SNCA Concrete Expo, which takes place March 6at The Grove in south Reno.
About Ding Communications, Inc.
Placing a high value on one-to-one relationships in a mass media world, Ding Communications provides clients with effective marketing and marketing communications solutions using creative advertising, design, new media and strategic planning. Ding Communications is located at 527 Lander Street in Reno, Nevada, 775-786-3464, DingThinking.com
