Sierra Nevada Concrete Association Adds Ding Communications to the Mix


Editorial Contact:
Greg Fine
775-786-3464, ext. 1#

Sierra Nevada Concrete Association Adds Ding Communications to the Mix

RENO, Nev. – Feb. 7, 2012 – 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.

Click here to listen to the spot.

The campaign is being broadcast initially across several key northern Nevada radio stations.  Listeners are directed to visit Sierra Nevada Concrete’s website ( 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 24th, and is a precursor to the SNCA Concrete Expo, which takes place March 6th at 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,


Greg Fine

As a principal, creative director and head of business development for Ding Communications, Greg is responsible for shaping and forming the advertising and marketing for an array of clients. Those businesses include prominent financial institutions and money advisors; large and small medical practices and care facilities; regional tourism and hospitality bureaus; commercial and residential real estate and title firms; and a host of non-profits. A native Nevadan and graduate of the University of Nevada, Reno (BA Journalism), his focus has always been marketing centric. Leading up to the opening of Ding Communications, he freelanced for several prominent regional advertising agencies. Prior to that, he was a copywriter for the San Francisco Chronicle/SF Examiner marketing department; and served as publicist for both the Reno-Sparks Convention & Visitors Authority and Harrah's Lake Tahoe. Greg's two daughters have been responsible for his hair loss, but he accepts that. And his wife, Shelli, manages the firm's financial reins. In off-duty hours, Greg rides his mountain bike around the hundreds of miles of single track surrounding Reno and Lake Tahoe. Winter finds him wandering the same mountains, but on skis. He is a founding member and actively involved in the K-8 Wellness Initiative, an all-volunteer committee dedicated to helping Washoe County Schools foster and adopt daily physical education and nutritional practices for its students to prevent obesity. He serves in advisory role to Keep Truckee Meadows Beautiful, an organization dedicated to making the Truckee Meadows "America's Cleanest Community." And finally, he sits on the board for the Girl Scouts of the Sierra Nevada.
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