New CMA mascot set to become the construction industry's most approachable technical expert The Concrete Manufacturers Association (CMA) is bringi
New CMA mascot set to become the construction industry’s most approachable technical expert
The Concrete Manufacturers Association (CMA) is bringing the power of live digital communication to the construction industry with the introduction of its Captain Precast mascot who will bring his technical knowledge about precast concrete to all involved in the built environment.
The character of Captain Precast is aimed at helping concrete manufacturers to manufacture better products and introduce his technical knowledge to architects, engineers, contractors, developers and end to use precast products more effectively through short, practical pieces of technical advice delivered through social media, WhatsApp and other digital platforms.
Speaking to Concrete Connect recently, CMA General Manager Henry Cockcroft explained that the concept was born during routine certification audits where the association repeatedly encountered small but important technical issues that could easily be avoided if the correct information reached the industry more effectively.
“We realised that during audits we continually identify small issues that have a significant impact on product quality. Simple things like how to correctly measure the width of a concrete pipe, where packing pieces should be positioned during tensile splitting strength tests or changes to specifications. These do not require lengthy technical papers but they are incredibly valuable to manufacturers and users,” says Cockcroft.
He explains that instead of producing lengthy technical documents that many people simply never read the CMA decided to package these valuable insights into short video clips and concise technical tips that can be consumed in seconds. Each message will carry a simple introduction such as ‘Captain Precast says…’ and then giving practical pieces of advice that users can immediately apply.
He is being seen as a technical expert with a real personality who has deliberately been designed as an independent social media personality rather than another corporate spokesperson. It is hoped this approach will align better with modern communication habits particularly among younger professionals entering the construction industry.
“The CEO standing in front of a camera speaking formally certainly has its place, but Captain Precast is more like the industry’s best friend. He’s approachable, direct and speaks in a language people relate to.” That freedom allows him to communicate messages in a more conversational and memorable way while still remaining technically accurate. Captain Precast can deliver practical advice much more directly. If poor manufacturing practices are likely to result in inferior products he can say exactly that before directing manufacturers towards the relevant CMA manuals or South African National Standards that explain the correct procedures.
“Captain Precast is going to be less diplomatic and much more to the point. He will provide information that people can immediately apply to improve product quality and will turn technical knowledge into everyday conversation. We find that one of the biggest challenges facing any technical association is ensuring valuable information actually reaches the people who need it. Rather than expecting busy professionals to search for technical documents Captain Precast will continuously push relevant content directly to the industry through Facebook, LinkedIn and WhatsApp.
“We have already strengthened the CMA’s digital presence by obtaining Meta verification for our social media platforms in order to increase our digital credibility and so expand our audience reach. Captain Precast will also have his own dedicated WhatsApp number allowing users to receive updates and interact directly with the character. We even have future plans to include integrating Captain Precast into the CMA website as an interactive chatbot capable of answering common technical questions,” says Cockcroft.
But behind the scenes he adds the reality is that the responses will come from CMA technical specialists and certification experts who will still remain informal and approachable through the Captain Precast persona. This is necessary because his audience extends to everyone involved in construction. That includes architects specifying products, consulting engineers designing structures, quantity surveyors, developers, contractors, municipal officials, manufacturers, distributors and ultimately the end users of precast concrete products.
To start with topics will range from manufacturing quality and compliance with South African National Standards through to product selection, installation guidance, durability, availability of products and where suitable suppliers can be found. Captain Precast will also help explain changes to standards and common quality problems encountered throughout the industry. Rather than waiting for people to encounter problems Captain Precast can proactively explain why they occur and how they can be prevented through correct manufacturing practices and appropriate material selection.
Real world experience
Unlike fictional superheroes, Captain Precast’s real superpower is knowledge. His expertise is built on decades of collective experience gathered by the CMA’s certification teams during hundreds of factory audits conducted throughout South Africa. Each audit presents new learning opportunities and practical examples and may even produce valuable video footage that can be transformed into future educational content. The constant flow of real-world information will also be used to continue expanding his knowledge.
“We know that if the content carries value, he’ll become popular and if it’s boring people will ignore him and that is why we want to focus on practical useful information rather than generic promotional messages with each message intended to solve a real problem, answer a common question or highlight an issue that directly affects product quality. The hope is that users will begin sharing Captain Precast’s advice with colleagues and so create a growing community built around better technical understanding of precast concrete. The CMA wants to create a platform that speaks equally to experienced manufacturers and young engineers with the aim of raising awareness of the many uses of Precast concrete correctly and the importance of quality when using it,” says Cockcroft.
