With Economy Recovering, Metal Construction Association Poised For Continued Success

By Jeff Irwin, Metal Construction Association President

Now that we are three quarters of the way through 2009, we’re more confident about an earlier economic recovery than what we previously predicted. Now we’re looking at the end of 2009 for at least a softening of the downturn or the start of a full recovery. That seems to be the path many Metal Construction Association (MCA) members are on as well. And this bodes well for this year’s METALCON, our major annual event and marketing tool.

Although economic predictions seem to shift frequently, the long-term view is that business will continue to stabilize and be in much better shape by the end of 2010. If the federal stimulus funds works as planned, metal has a great chance of getting into more projects because it fits so well into the sustainable and retrofit needs of government programs.

With MCA’s new Retrofit Task Force moving quickly toward meeting its marketing and educational objectives, the metal retrofit market is sure to expand and create even more opportunities for MCA members.

Changes are also ahead for The Metal Initiative (TMI) as its successful, originally conceived five-year marketing plan culminates at the end of 2009. A new plan is being developed that completes 2009 activities and sets the stage for continuing TMI’s commercial market development.

TMI will continue to focus on developing opportunities in this market for metal and on providing educational programs that support MCA’s strategic goals. This campaign will become more grassroots by utilizing a different format for face-to-face situations such as the heavy hitter meetings and a greater presence at audience-specific trade shows. Media relations, e-blasts customized to different target audiences, educational programs, white papers, and advertising will be part of the mix.

We’re confident in the future of our market and in the innovative abilities of our members. After all, MCA began in a slow economy and we’ve been through many uptakes and downturns before.

If we continue to place marketing and education at the core of our activities, we’ll remain vibrant and stay on the course that has kept us successful for more than 25 years.

Let’s maintain the momentum and keep the ball dribbling!

Jeff Irwin is the CEO of Kingspan/Benchmark and current president of the Metal Construction Association.

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