Client: Precast Life
Precast concrete provides critical infrastructure solutions worldwide, yet few outside the industry are aware of its many advantages as a building material. To address this knowledge gap, the National Precast Concrete Association (NPCA), an organization that supports manufacturers and suppliers, hired TBH Creative to create and implement an awareness campaign called “Precast Life.”
This multifaceted advocacy marketing initiative aimed to showcase career opportunities to young professionals, highlight the material benefits to project specifiers, and demonstrate the infrastructure advantages to legislators.
Continue reading to learn more about this project and how TBH Creative helped NPCA effectively communicate precast concrete’s value proposition through strategic planning, cohesive branding, and targeted digital marketing solutions.
Advocacy campaign release date: April 2025
The solution
TBH Creative’s work on NPCA’s “Precast Life” awareness raising campaign has included:
- Brand and visual identity development
- Website strategic planning and architecture mapping
- Custom web design
- Responsive web development
- CMS training and quality assurance testing
- Video storytelling
- Social media content and templates creation
- Google search advertising (strategy, content, and promotion management)
Q&A
Christy Denault, NPCA’s VP of marketing and communications, shared insights about this brand awareness campaign project. Her responses below have been condensed.
What made TBH Creative the best partner for this project?
Denault: Having partnered with TBH Creative before (to reimagine NPCA’s tired website to increase traffic and engagement), I knew they could build a great awareness campaign site for “Precast Life” that was both beautiful and functional.
TBH Creative excels in project management and clear communication—plus, their team always brings a lot of creativity and expertise to the table. At our very first meeting, they asked all the right questions about audience, goals, tone, look and feel. We even talked about URLs, social media handles, and more.
From that initial conversation, it was clear to me that they could see the whole big picture and help us with this awareness marketing initiative.
One of the TBH Creative’s best qualities is their team’s collaborative working style and honesty. They bounced a lot of ideas back and forth with us, but were also willing to tell us when one of our ideas wasn’t “something we wouldn’t recommend” and they always explained why.
I appreciate how everyone at TBH Creative is always upfront in conversations about budget and willing to work with us to utilize the skills and talents of our team to do some of the work to help manage the budget.
What did TBH Creative do that made the biggest impact?
Denault: We’ve relied on the TBH Creative team in many ways to orchestrate a strong launch for this project, but the specific things that really stand out with how they helped with this campaign include:
- Project management (it was always clear who was doing what and when it was due),
- Brand strategy and logo creation,
- Helpful feedback and creative direction during the video creation process, and
- Expertise in both organic and paid social media to orchestrate a strong launch.
For your team, what’s been the most exciting part of this awareness campaign project?
Denault: The creative pitch on branding was very exciting for all of us. Even better was when the meeting ended, and our team regrouped and looked at each other because we all immediately agreed on which branding concept we liked best—and, as it turned out, it was the option the TBH Creative team preferred, too!
NPCA’s members are proud of the work they do, but many of them don’t get to see the impact their work makes being celebrated, so another exciting part for me was watching our board leadership’s faces when we first showed them the awareness campaign brand and supporting video.
No one had ever presented their industry like that before. They were just blown away.
Would you recommend TBH Creative to other associations and industry partners?
Denault: I already have recommended TBH Creative and will continue to in the future. Their team is easy to work with, and they always work hard to create a good, effective product, not just one that makes the client happy.
TBH Creative has experts with a wide variety of talent—from creative designers and copywriters to coders and social media strategists—so everything on a project comes together!
If you were to describe your experience working with TBH Creative, what would you say?
Denault: Building an awareness campaign brand from the ground up is a challenge, and TBH Creative knocked it out of the park in helping us create “Precast Life.”
They worked with us every step of the way to develop beautiful creative and standout content to meet our goals. Excellent project management helped make a massive project manageable and kept all of the many parts on track.
Our work together was a real partnership, and NPCA couldn’t have asked for a better partner to help us create and launch “Precast Life.”
