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1. Estimating Bidding and Project Award Cost Estimating Contract Documents The Bid Package Types of Contracts

2. Cost Estimating By Phase Cost Estimating Methods Quantity Take-off 3. The practice of estimating is required to maintain an objective of what the project costs will be before, during and after project design. After the design is completed and construction documents are issued, an accurate estimate is performed which will be the bid proposal to the owner.

4. Cost Estimating by Phase As a project develops from programming through schematic design and design development to contract documents, various items must be determined, considered and evaluated regarding their impact on a projects costs. During each design phase, architects/engineers must use cost estimates as a means to communicate to the owner if the owners requirements and proposed budget are compatible.

5. Cost Estimating by Phase The practice of cost estimating is broken down into four (4) phases. They are as follows: PROGRAMMING phase SCHEMATIC DESIGN phase DESIGN DEVELOPMENT phase CONTRACT DOCUMENTS phase Architect/Engineer (or Construction Mgr) General Contractor

6. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE The phase is where the general contractor performs the actual quantity take-off . A detailed quantity take-off is the only accurate method of determining, within a high degree of precision, the project costs. Other methods are mere guesses.

7. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE A quantity take-off is a precise count of the material within the project. calculated in units or volume (sq. ft or cubic ft.) of material. The cost estimate organization should follow CSI MasterFormat Specification organization for the project. makes the estimate easier to divide among the estimating team.

8. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Preparation Steps for Quantity takeoff Scan Drawings and Specifications to become familiarized Enables estimator to get a feel for locations of info Allows estimator to notice major items that determine if more info is needed Mark drawings and specifications for unusual conditions or requirements Unfamiliar items to the estimator Abnormal conditions or material used This means that the estimator must take additional steps to ensure that quantitytakeoff and pricing is accurate

9. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Preparation Steps for Quantity takeoff Site Visit or Pre-Bid Meeting Note conditions to become familiarized with site Site access, utilities, site drainage, etc. Should be completed once a thorough look over of the drawings and specs has been completed. Drawings and specifications should accompany you on initial site visit or pre-bid meeting Visiting the site or attending pre-bid meeting will allow estimator to visualize conditions of site and special conditions for the project.

10. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Preparation Steps for Quantity takeoff Perform Quantity Take-off Determine unit costs (materials, labor, equipment) Obtained from vendors,

suppliers RS Means Building Construction Cost Data Calculate quantities Multiply unit costs against quantities Apply variables Sales tax Overhead and profit Commissions

11. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Rules of Quantity Take-off Measurement Taking Measure everything as it is, and do it twice Rely on the dimensions listed on the drawings Avoid scaling the drawings where possible If scaling is required, add 5-15% to the size Make sure scale is correct; check drawing scale Scale something like a 36 door to compare against Note locations on drawings that had to be scaled This could be a potential construction error If working for design team, it will help A/E make correction If working for contractor, it is a potential extra costs

12. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Rules of Quantity Take-off Take-off Every Item Do not leave anything out An omission will unnecessarily lower cost amount of estimate Use specifications as a shopping list

13. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Rules of Quantity Take-off Itemize take-off List all spaces, rooms, locations for different items Even if items are similar, keep them separate; they may have different installation/material costs Look for abnormal conditions Differing wall heights and ceilings that may require additional equipment or scaffolding. May also require additional manual labor Separate special labor conditions Items that must be performed by hand labor vs. equipment & tool labor.

14. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Rules of Quantity Take-off Check drawings against specifications Look for completeness, coordination & contradictions If working for design team, it will help A/E make correction If working for contractor, it is a potential extra costs

15. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Items to be included in Quantity Take-off (this will become Bid Proposal) Specification Section number and listing Ie, Section 12 24 00Motorized Roller Shades Item Description or scope of work Be specific as possible Keep items separated Quantity Unit of measurement Each, square footage, cubic footage, linear footage

16. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Items to be included in Quantity Take-off (this will become Bid Proposal) Unit Cost Material Labor Equipment Overhead & Profit Inflation or Escalation Factor Should be applied if material/labor will not be ordered and installed for a extended period of time (ie. 6-24 months)

17. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Items to be included in Quantity Take-off (this will become Bid Proposal) Total Item Costs Multiply quantity, unit cost, inflation factor (if needed) Total Items for Each Specification Section furnished and/or installed by others Includes Subcontractors bid proposal Total Items for each specification division Total costs for divisions Produces a labor and material costs for general contractor

18. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Items to be included in Quantity Take-off (this will become Bid Proposal) Multiply in GCs overhead and profit factors Overhead and profit may be determined by the amount of administrative work during estimating Most GCs use a standard factor of 1020% for OH & P

19. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Items to be included in Quantity Take-off (this will become Bid Proposal) Other Factoring Items Multiply in Project Size Multiplier , if published cost data is used Multiply in City Costs Index , if published cost data is used Multiply in Inflation Factor Multiply in Design Phase Contingency Factor , if published cost data is used Sometimes contractors will add in a contingency; amount is based upon bidding strategy & analysis

20. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE THESE ITEMS WILL CREATE A TOTAL SUM FOR THE CONSTRUCTION COST

21. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Other Information that could affect the estimate: 1. Job Conditions Economic conditions Hoisting conditions Contractor management experience Labor availability On-site storage availability Subcontractor availability Work space and staging area availability

22. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Other Information that could affect the estimate: 2. Estimating Philosophy No matter how accurate the estimators are, each one will determine a different estimate amount because each evaluation will be completed differently. Each estimator may have used different steps for estimating quantity, using different waste factors, and different labor rates Labor and equipment costs estimating are usually biggest source of difference between estimators Labor and equipment costs are based on corporate memory from past projects and are modified to present day labor wages and costs

23. Cost Estimating by Phase CONTRACT DOCUMENTS PHASE Other Information that could affect the estimate: 3. Additional factors Crew size requirement in order to accomplish work in adequate amount of time. Worker productivity that may cause less or greater labor rates. Safety factor, confidence in estimate from the estimator; this is based on experience Estimate is compiled by computer or by hand; accuracy of estimate based on method on compilation.

24. NEXT CLASS BIDDING Construction Documents The Bid Package Types of Contracts

ACH 218 Lecture 04 (Marketing In Construction) Part 1

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ACH 218 Lecture 04 (Marketing In Construction) Part 1Presentation Transcript

1. Marketing in Construction Business Identity & Image Marketing Strategies Proposals and Presentations

2. Why is Marketing so Important? Marketing is everything a firm does to create awareness and demand for its services An approach to sell the construction services to those that will need it the most

Identifies a TARGET audience that needs a specific construction service Maintains an identity for the construction company i.e.: this company is known for doing this type of work

3. Marketing is one of the most neglected aspects of a construction company. A construction company must advertise their business to maintain vitality and forecast prospective work. Construction firms must have an IDENTITY , a STATEGY and an APPROACH

4. Business Image and Identity Construction companies must have an IDENTITY Focus on what you want your company to project Good business ethics and relations Good quality product Fair, equal and encouraging to your employees A companys actions and communications reveal a great deal about the firm and the way they do business Vision and values Culture and Character Expertise and Strengths

5. Business Image and Identity Image and corporate identity are POWERFUL marketing tools that can strategically position a contractor in the marketplace Identity is a long-term investment The firm can forge better business relationships Build positive perceptions Inspire loyalty from past and future clients Differentiate itself within its market

6. Business Image and Identity IMAGE and IDENTITY become a corporate asset Potential clients pay attention when good word of mouth is passed about your company They also pay attention when its BAD Maintaining your good name should be top priority 24/7 You have bragging rights when your company completes the project on time and within budget; dont be afraid to show off your baby When a mistake happens, dont cover it up, dont lie about it A truthful company is one that has integrity Protect your image asset by doing good business and being truthful when things waiver and go south

7. Business Image and Identity IMAGE and IDENTITY become a corporate asset When someone looks at your logo without your company name, it should be AUTOMATIC that your company is identified with that logo Your logo should be eye-catching but not too flashy Be instantly recognized when seen Use items related to your trade or service Do not use other marketing devices from other companies in your logo and image campaign

8. 9. Business Image and Identity Company logo should be placed on anything that your company distributes, uses and advertises Business Cards Stationary (letterhead, envelopes, memo pads, fax transmittals) Bid Proposals Project Correspondence Company equipment and vehicles (including hardhats) Marketing signs, brochures, newsletters, give-aways (mugs, key chains) Company attire (including hats and shirts)

10. Business Image and Identity Key items to impress as a part of your companys image Experience Sophistication Stability Knowledge of craft or service Professionalism Success and Growth

11. Marketing Strategies Marketing involves targeting a group that needs a specific service In construction, it can be pubic, private and institutional sectors Another specific group is DEVELOPERS Once the group has been established, the tools must be put into place to reach this group A marketing strategy and materials to gain attention and influence on the group

12. Marketing Strategies Determining the companys target Identify the group to which your service is needed Identify the market needs & directions Establish what types of services will be most profitable to that group Based on companys strengths and capabilities

13. Marketing Strategies Once companys target has been determined: Market those services to that group Company then communicates its ability to perform those services This will also attract potential contracts Company maintains marketing approach to those groups and improves on advertising means Keeping it fresh will keep people interested Performing quality work will keep clients coming back

14. The construction customer is very sensitive to price, time and quality of product. Its essential that construction companies maintain their services and make efforts to continually IMPROVE those services.

15. Whats NEXT?? The Marketing Plan can be simple or complex, can be developed in house or by a professional. But it is needed to focus on the future success of any construction company. Develop a MARKETING PLAN

Support

16. NEXT CLASS Lecture continued: Marketing Strategies for Construction Companies Marketing Plan, Presentations, Proposals Reading to be Posted under Module #4: Reading: Marketing Services and

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ACH 218 Lecture 04 (Marketing In Construction) Part 2Presentation Transcript

1. Marketing in Construction Business Identity & Image Marketing Strategies Proposals and Presentations

2. TODAYS CLASS Lecture continued: Marketing Strategies for Construction Companies Marketing Plan, Presentations, Proposals

3. Marketing Strategies Marketing Plan/Program Objectives : Project a positive image of the company Professionalism and Integrity Encourage trust in the companys capabilities Define the companys goals and objectives Publicize the companys desire for certain projects Stress the contractors abilities Emphasize the companys skills and specialties Most qualified firm that does top quality work for a lower cost

4. The marketing program should convey the impression that the company will efficiently execute a construction contract with a personal touch of concern for the clients interests Clough and Sears; Construction Contracting , 1994

5. Marketing Strategies Now that the marketing plan has been implemented, a detailed plan of action must be developed: What is to be done Where will be targeted How will it take place Who is responsible for the plan

6. What must be done ; Initial studies take place: Evaluate companys strengths and weaknesses This can also help in evaluating long-term and short-term goals Look at what markets should be targeted based upon type of services provided Subcontractors may target specifically general contractors Depending on level of service, they can target aftermarket projects How other companies (and the market) perceive your construction company People may say their project managers are easy to work with or they build a great building, always on time and they attempt to stay within budget. Marketing Strategies

7. Marketing Strategies Where to market your plan : Best source for new work is from previous customers Serve the owner well, provide excellent service to them They will become repeat customers They will RECOMMEND you to others in the market ADVERTISE, ADVERTISE, ADVERTISE Getting the word out to the market is a good way to attract people to your service It becomes an AWARENESS that you provide a construction service

8. Those who require construction services rank one thing the highest among those when selecting or reusing a contractor: TRUST

9. Marketing Strategies How to market your plan: Project Signs Place signs on your construction projects showing name and contact information THINK about the BLUE Clark Construction signs all around the Washington DC and Metro area These signs will also accompany the project signage; not the same sign These are on obvious device in effective public relations Their purpose is to keep the company name in front of the public

10. Marketing Strategies How to market your plan: Company Brochure/Publication Basic marketing tool to emphasize company competence, resourcefulness and creditability Should include: Company information and history Type of services provided and specialty work Pictures of completed projects Personnel, equipment, office and facilities Testimonials from former clients and subcontractors Can be mailed or given out after presentation

11. Marketing Strategies How to market your plan: Advertising Place ads in trade publications and other business sources Blue Book of Construction Chamber of Commerce Dodge Reports Independent Trade Organizations and Associations Local ABC or AGC chapter publications TV and radio advertising in COSTLY and does not target the specific group you are looking for.

12. Marketing Strategies How to market your plan: Newsletters House publications that includes: Employee news Jobsite stories Company developments Project completions New projects and endeavors Trade topics and market analysis

13. Marketing Strategies How to market your plan: Newsletters (continued) Great marketing tool that serves two purposes Gets the information out about the happenings in the company Influences and improves the companys general operation Provides a personal touch to internal relations Encourages team spirit and company unity Becomes a valuable mode of internal communication

14. Marketing Strategies How to market your plan: Publicity Provide noteworthy news to a local media outlet (includes TV, radio and newspaper) Project completions New projects/contracts Company news (like expansion or hiring of a new employee) Special events that company is participating in Business image can play an important role in publicity Distinctive hardhats, give-aways, catchy logo

15. Marketing Strategies How to market your plan: Public Affairs Involvement of personnel in a variety of public activities can be a valuable avenue of marketing Participation in trade shows, service clubs, seminars Membership in active industry organizations (ABC, AGC, AIA, CMAA) Participation in contractor sponsored events (golf outings, awards dinners, pro bono work) These types of activities also create a favorable company image and encourage future business contracts

16. Marketing Strategies Who is responsible for the plan: Executive Responsibility Companies can create and implement the plan in house using in-house resources and people at the executive level OR They can hire specialty firms to create a marketing and advertising campaign Either way, it is the duty of the people in the executive group to complete this task

17. A formal marketing program is an investment to achieve long-range success. It strives to establish a positive image of the firms capabilities in the minds of those in a position to influence the procurement of construction services. Clough and Sears; Construction Contracting , 1994

18. Proposals and Presentations There are two means to attracting and winning new contracts and clients: PROPOSALS Includes estimate or bid with a full marketing approach that includes all company information, financials, projects (past and current) and employee profiles PRESENTATION A prepared speech that is given to a prospective client that outlines the company as a whole with back-up written publicity

19. Proposals and Presentations If you need to make a proposal to a prospective contract, keep these in mind: Make sure the proposal looks professional Include company logo and colors Submit in a binder or spiral bound book No creased papers or bent brochures No bad photographs of projects or personnel Use easy-on-the-eye fonts and text Keep it organized, use an Table of Contents Make it MEMORABLE and IMPRESSIVE !!

20. Proposals and Presentations There will be times when you will need to present your company to a prospective client Prepare a presentation that outlines: Your company history and services Highlight the level of quality that your company can provide Past and current projects The financials of these projects give the prospects the idea of how much work your company can handle (dollar wise) The communication network of your employees Highlight how the central office supports the field offices How well the project personnel talk to other project participants

21. Proposals and Presentations Key rules to the presentation Complete a professional presentation that will leave an impression on the prospect Use Powerpoint or produce a video Answer questions honestly and with integrity Do not EMBELISH your construction services or overstate your abilities

22. Proposals and Presentations Key rules to the presentation Make your company look like a winner; speak positively always Dress to IMPRESS Do Not dress down; DRESS for SUCCESS Prospects see that you mean business when you dress for business Own business attire that is in style, that fits and that is comfortable

23. Proposals and Presentations Along with this presentation, Provide back up written brochures and newsletters to be left behind This will allow the prospects to look over your company more thoroughly Make a follow-up call 1-2 days after the presentation Keep your presentation FRESH in their minds This also

sends the message that you are excited about their project, you are thinking about them But dont be a PEST, too many calls is annoying

24. Additional Resources: Marketing Handbook For the Design and Construction Professional by: Society for Marketing Professional Services Publisher: BNi Publications

25. Project #1 Preliminary Steps Full scope of project will be handed out TONIGHT Partner with someone else for your group unless you want to be an individual (please let me know) Create a company Name the company What type of service do you provide What form of legal organization will you take on

26. Project #1 NEXT CLASS Come to class prepared with preliminary steps completed You will have the first 35 minutes of class on Monday, February 23 rd and the entire class on Wednesday, February 25th to work on your project with your partner (or by yourself)

27. NEXT LECTURE Policies and Procedures Manual Effective Communications and Correspondence in the Construction Company x

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ACH 216 Lecture 03 (Whos Who)Presentation Transcript

1. Whos Who in Construction The Support Staff of: Owner Architect Contractor Professor Brandi R. Shepard ACH 216-Construction Management

2. Who are the Players in a Construction Project? AKA The Golden Triangle Financial Marketing Legal Property Managers Users Owner

3. Who are the Players in a Construction Project? AKA The Golden Triangle Engineers Consultants CADD Design Development Specifier Owner Architect Contract

4. Who are the Players in a Construction Project? AKA The Golden Triangle Subcontractors Suppliers Estimating Procurement Scheduling Field Operations Owner Architect Contractor Contract

5. Who are the Players in a Construction Project? AKA The Golden Triangle Traditional DesignBid-Build Owner Architect Contractor Contract Contract

6. Architect Contractor Subcontractors Suppliers Estimating Procurement Scheduling Field Operations Engineers Consultants CADD Design Development Specifier Formed Design-Build Owner Design-Build

7. The Financial People: Insurers: provides insurance Lenders: banks, savings & loans, stock market Investors: the risk takers Land Seller: sells property to owner to be used for project Market Analyst: feasibility study and appraisal of the project OWNERs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

8. The Legal People: Attorney: provides legal advice, oversees contracts Title Company: title search and title company OWNERs Support Staff/System: Professor Brandi R. Shepard ACH 216Construction Management

9. Marketing and Real Estate Brokerage: The People who will buy, sell or lease the project Marketing Team : promotes project Real Estate Broker: lease/sell the project for the owner Subsequent Purchasers: leases/buys project from owner Property Manager: manages project after construction Tenants: people who occupy project; non-owners OWNERs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

10. OWNERs Support Staff/System: The Public Factor Neighbors & Critics: give the owner their opinion, but wont spend money Federal Government: some design codes and regulations; OSHA Local & State Government: most design codes and regulations General Public: will use project Professor Brandi R. Shepard ACH 216-Construction Management

11. ARCHITECT/DESIGNERs Support Staff/System: The Architectural Staff Project Design Team: provides design assistance to Designer/Architect; sketching and rendering Project Architect: responsible for construction documentation and product/material research CADD Operator: responsible for documenting project into construction documents Architectural Intern : provides assistance to entire project team including CADD, research and copying Professor Brandi R. Shepard ACH 216-Construction Management

12. The Architectural Staff Specifier : prepares written portion of construction documents; aids project architect in product/material research Interior Designer : provides design of interior finishes Space Planner : responsible for planning furniture and storage areas; aids interior designer/architect Landscape Architects : designs plant and landscape layout around project Urban Planners : plan city layouts ARCHITECT/DESIGNERs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

13. The Engineers Structural Engineer: provides licensed technical responsibility of building structure once design has been completed Mechanical Engineer: provides licensed technical responsibility of mechanical & plumbing systems once design has been completed Electrical Engineer: provides licensed technical responsibility of electrical system requirements once design has been completed Civil Engineer: provides licensed technical responsibility of land and site design in conjunction with the project design ARCHITECT/DESIGNERs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

14. The Consultants Forensic Investigators : studies failures of systems and/or buildings; direct contractual link with the owner Environmental Consultant : studies the effects of proposed or existing project on the environment; works with civil engineer Building Type Consultant : mostly architects who specialize in certain types of buildings (i.e., tent structures, convention centers, skyscrapers, industrial construction) Graphic Designer : aids owners marketing team in promoting project with design in graphics for signs, ads, clothing, logos, promo items, etc . ARCHITECT/DESIGNERs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

15. The Consultants Preservationalist: technical expert who saves historically significant buildings; also aids in restoration design to architect for historical projects Construction Consultant: advises design team

on the practically and feasibility of the project design. Not licensed and cannot make money on projects construction; so as to give an honest opinion. Specialty System Consultant: knows practically all information on one product or building system (i.e., curtain wall systems, door and windows, finishes, kitchens, playground) ARCHITECT/DESIGNERs Support Staff/System: Professor Brandi R. Shepard ACH 216Construction Management

16. NEXT CLASS The Support Staff of: Contractor Professor Brandi R. Shepard ACH 216Construction Management

17. TODAYS CLASS The Support Staff of: Contractor Professor Brandi R. Shepard ACH 216Construction Management

18. CONTRACTORs Support Staff/System: The Operation Support V.P. of Project Operations : oversees several project managers which are managing one or several projects Project Manager: responsible for overseeing all aspects on the construction of the project including project execution, cost control, scheduling, labor & trades management Office Engineer : responsible for filing and administrative organization of project paperwork; i.e., submittals, project daily logs, safety reports, project meeting summaries, construction documents and CCDs Professor Brandi R. Shepard ACH 216-Construction Management

19. The Operation Support Superintendent : responsible for overseeing actual execution of construction; manages foreman Field Engineer : responsible for providing construction documentation to superintendent; also participates in field survey and submittal review Foreman : responsible for directing labor crews in construction execution Subcontractor : responsible for furnishing and installing specialized material not normally executed by the general contractor CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

20. The Office Support: V.P. Estimating: oversees several estimators; responsible for obtaining project in planning information Sr. Estimator: responsible for overseeing entire bid to owner Estimator: responsible for taking off material and summarizing estimated costs gathers bids from subcontractors and vendors CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

21. The Office Support: V.P. of Safety: oversees several safety engineers & communicates with OSHA personnel; also responsible for comprising company safety policies Safety Engineers: responsible for overseeing safety requirements and performances by labor and crews, including subcontractors CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

22. The Office Support: V.P. Project Engineering: responsible for researching new methods and procedures for construction Construction Engineer: responsible for researching new construction material and methods Quality Assurance Engineer: responsible for evaluating project and overseeing the implementation of workmanship and quality according to architects specifications CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

23. The Office Support: V.P. Finance/Accounting: oversees several procurement officers & operational funds/expenses Procurement Officer: responsible for overseeing project procurement; buying out

material Accounts Payable: responsible for paying vendors and subcontractors Accounts Receivable: responsible for obtaining payment for services rendered CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

24. The Office Support: V.P. Personnel/Human Resources: oversees personnel department; Personnel Manager (Human Resource Specialist): responsible for hiring new employees for entire company structure and for termination of existing employees. helps determine employee benefit programs, ie, health insurance, 401k, vacations; sick leave Training Specialist: oversees training and education for all company employees in all departments and specialities CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

25. The Office Support: V.P. Marketing: oversees marketing department and helps promote construction company to prospective clients Marketing Manager/Specialist: responsible for seeking out new ventures in advertising oversees design and implementation of new marketing material to clients and architects collects prospectives for company for future projects/clients CONTRACTORs Support Staff/System: Professor Brandi R. Shepard ACH 216-Construction Management

26. The major development of the project revolves around the owner , architect and contractor . The support staffs/systems of each of these major entities are important players in the project as well; each person provides vital information in order for the project to be successful. Professor Brandi R. Shepard ACH 216-Construction Management

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ACH 122 Lecture 05a (Brick Masonry

ACH 122 Lecture 05a (Brick Masonry)Presentation Transcript

1. MASONRY 2. Definitions & Stone MASONRY Concrete History Mortar Types of Masonry Brick 3. WHAT IS MASONRY? The stacking of natural or manufactured fired units to create a structural element. Mortar joins these units Acts in compression Durable, fireproof Suitable for all elements of the structural Labor intensive; requires exact skill Masonry is broken into units of brick, concrete, stone

4. THE HISTORY of MASONRY Earliest type of masonry was native field stones piled upon one another without mortar to join them Other types included sod or dried mud Clay & silt were mixed with water & formed by hand into bricks The joints were packed with mud Kept out wind & rain Gave a level building surface

5. THE HISTORY of MASONRY Clay bricks placed in or next to a fire became harder & more weather resistant The invention of the kiln by the Romans Masons turned limestone into lime and added this to mud for mortar

6. THE HISTORY of MASONRY 4000 B.C. Mesopotamians built stone and sun-dried brick buildings 3000 B.C. Egyptians built temples and pyramids of cut stone 500 B.C. Greeks used limestone and marble 100 A.D. Babylonians refined arches over small openings 1100 A.D. Romans perfected the arch and vault, built forum building, theaters, baths, aqueducts & homes

7. Examples of Historic Masonry Structures Great Wall of China 8. Examples of Historic Masonry Structures Rotunda at University of Virginia 9. Examples of Historic Masonry Structures Markets of Trajan Roman Colosseum 10. CONTEMPORARY MASONRY Materials Brick Concrete masonry units Cut stone Mortar Applications Structural Load-bearing concrete masonry construction Finish Brick veneer Thin cut stone slabs used for wall cladding Interior applications: floor, wall, stair treads

11. Examples of Contemporary Masonry Structures Tycon Center, Fairfax, VA building unknown 12. MORTAR FUNCTIONS Bind masonry units into an integral assembly (wall) Seals against water and air infiltration Provide a cushion and leveler between units Seals between masonry units Provide character & aesthetics to the masonry assembly Joint size & type Color Consists of: Portland Cement (the binder) Sand (the filler) Water (the mixing agent) Lime (improves workability)

13. MORTAR CHARACTERISTICS Workable when plastic Cohesive & easy to spread Water retention Retain water without bleeding Only enough water as needed for absorption by units Water tightness Lime in mix provides Ability to flex in hardened state, reducing cracking and related leaks Strength Compressive Flexural tensile bond strength LIME Workability of mortar Water rentivity of mortar Watertightness of masonry wall Strength of mortar and the strength of masonry wall, particularly the walls flexural tensile bond strength decreases increases

14. MORTAR Pre-packaged Color range Testing / Specifications Curing 15. MORTAR Mortar takes up 20% of wall area Affects the color and texture of masonry wall Mortar composition is specified in testing standard ASTM C-270

16. MORTAR TYPES M a S o N w O r K used to label types ( M, S, N, O, K ) Each type has Specific proportion of ingredients Specific uses based on performance characteristics

17. MORTAR TYPES TYPES OF MORTAR: M a S o N w O r K Type "M" (High): Strength (2500 psi) High lateral and compressive loads & below grade uses Type "S" (MediumHigh): Strength (1800 psi) High flexural and normal compressive loads (most common) Type "N" (Medium): Strength (750 psi) General above grade uses Type "O" (Medium-Low): Strength (350 psi) Non-Load bearing walls Type "K" (Low): Strength (75 psi) Non-Load bearing where permitted (only used in preservation work) Refer to Table 22.1 on page 547 in textbook

18. Joint Color that Blends w/ Brick Color 19. Joint Color that Blends w/ Brick Color 20. Joint Color contrasted w/ Brick Color

Stone BRICK MASONRY Concrete 21. Terminology Manufacturing Types of Masonry Brick 22. Includes: Brick; Hollow clay tiles; Architectural terra-cotta Composed of: Pulverized clay & shale: oxides of silicon and aluminum Water Minor components include metal oxides Clays are highly malleable Can be shaped and molded when mixed with water Once formed or placed into molds, then they are fired or kiln-dried BRICK MASONRY

23. Interior or exterior applications Durable against freeze/thaw cycles Durable against erosion by rainwater and wind Strength 6,000 - 10,000 psi Fire resistant High thermal mass Historic associations: permanence & stability Generally used as a faade material Non-loadbearing applications BRICK MASONRY

24. GREEN MATERIALS: BRICK Brick can be recycled Material is pulverized and recycled with newer content Recycled glass and other waste materials are combined Materials have reduced: Firing times Temperatures Toxic emissions Improve brick strength & durability Waste into landfills SOURCE: http://www.sustainablebuild.co.uk/brick-manufacture-use-construction.html

25. GREEN MATERIALS: BRICK Compressed Earth Blocks (CEBs) Manufactured from soil that is more sand than clay High energy efficient using up to 15 times less energy than a fired brick Durable, ecological, economical SOURCE: http://www.sustainablebuild.co.uk/brick-manufacture-use-construction.html

26. GREEN MATERIALS: BRICK Green Brick Made of fly-ash (by-product of coal-fired power plants) Takes 90% less energy to manufacture, which produces 90% less carbon emissions per brick Curing process with chemical catalysts vs. kiln firing Can be any color or texture as a traditional clay brick Brick Industry Association does not recognize it as a brick, but thinks it should be called a fly-ash modular unit SOURCE: http://www.greenharbor.org/2009/10/new-brick-coming-to-a-construction-site-near-you/ SOURCE: http://business.timesonline.co.uk/tol/business/industry_sectors/construction_and_property/article6870177.ece

27. Brick Positions: Stretcher Header Soldier Shiner Rowlock Sailor BRICK MASONRY Terminology

28. Course: Continuous layer of masonry units, bonded with mortar. One course is equal to the thickness of masonry unit plus thickness of one mortar joint BRICK MASONRY Terminology

29. Wythe: Continuous vertical section of masonry Single-wythe wall : In section, wall one brick wide Double-wythe wall : In section, wall two bricks wide BRICK MASONRY Terminology

30. Head Joint Vertical mortar joint between ends of masonry units Bed Joint Horizontal layer of mortar into which a masonry unit is laid BRICK MASONRY Terminology

31. Collar Joint Interior longitudinal vertical joint between two wythes of masonry BRICK MASONRY Terminology

32. BRICK MASONRY Bed Joint Head Joint Course - horizontal layer of brick 33. BRICK MASONRY Header - Bonds two wythes together Wythe: vertical layer 1 unit thick Soldier - Laid on its end, face parallel Rowlock - laid on face, end visible Stretcher - long dimension horizontal & face parallel to the wall

34. Corbel Shelf or ledge formed by projecting successive courses of masonry out from the face of a wall BRICK MASONRY Terminology

35. Quion Stone blocks used to form strong corners. Now mostly used for decorative purposes (these can be bricks, concrete or stone) BRICK MASONRY Terminology

36. Rowlock Course BRICK MASONRY Terminology 37. BRICK MASONRY Manufacturing Process http://www.youtube.com/watch?v=Ar1Rh3yYyno http://www.glengerybrick.com/about/manufacturing/index.html Refer to Figures 22.13 22.18 on page 553 554 in textbook

38. 39. Four Important Qualities: Molding process Color (firing process) Size Type/Grade (specified by ASTM C-216) Considerations in Choosing Brick

40. Molded or Handmade solid units pressed into fiberglass or steel molds used to be by hand, now machines sand or water coated molds to release bricks usually rougher surface and edges Considerations in Choosing Brick Four Important Qualities Molding Process

41. Extruded or Wire Cut hollow core formed into a column and cut to size with wires usually smoother surface and finer edges Considerations in Choosing Brick Four Important Qualities Molding Process

42. Wood Mold Extruded Wire Cut Extruded Smooth Extruded Raked 43. Textures available for extruded brick 44. Soft Mud: Oldest process Moist clay pressed into molds (hand or machine) 20-30% water content Dry Press: Drying clay machine pressed into steel molds 10% water content Used for molded bricks in steel molds by machine Stiff Mud: 12-15% water content Extruded through a rectangular die Most common process used today Considerations in Choosing Brick Four Important Qualities Molding Process

45. Types of Kilns: PERIODIC: Loaded w/ bricks, fired, cooled, & unloaded TUNNEL KILN: Bricks loaded onto a palette on rails, slowly moved thru oven Considerations in Choosing Brick Four Important Qualities Firing Process

46. Brick Color dependent on: Composition of the clay Temperature & Chemistry of the kiln fire Considerations in Choosing Brick Four Important Qualities Firing Process

47. 1 st Stage: Water Smoking/Dehydration Drives off remaining moisture in clay 2 nd Stage: Oxidation/Vitrification Clay is transformed into a ceramic material (kiln temps of 2,400) 3 rd Stage: Flashing (optional) Burners used to create color variations in the brick 4 th Stage: Cooling Slowly cooled under controlled conditions to avoid thermal cracking Considerations in Choosing Brick Four Important Qualities Firing Process

48. No standard size Normal coursing - 3 bricks = 8 Larger sizes Custom Shapes & Colors Considerations in Choosing Brick Four Important Qualities Size

49. 50. MODULAR STANDARD THREE-INCH OVERSIZE ROMAN NORMAN SIX-INCH JUMBO JUMBO UTILITY Considerations in Choosing Brick Four Important Qualities Size: vary due to scale, texture and design

51. Specified dimension Ideal final dimension of brick as specified by architect There will always be some variation Actual dimension Actual size of each individual brick Dimensional tolerance Difference between specified dimension and actual dimension Established by industry for each product Nominal dimension Includes specified dimension plus one mortar joint Written with no inch labels Considerations in Choosing Brick Four Important Qualities Size: dimensions of masonry units

52. Nominal 4 x 2-2/3 x 8 Specified 3-5/8 in x 2-1/4 in x 7-5/8 in Example: nominal vs. specified dimensions Considerations in Choosing Brick Four Important Qualities Size: dimensions of masonry units Sequencing masonry unit dimensions: Width X Height X Length

53. Considerations in Choosing Brick Four Important Qualities Size: dimensions of masonry units Figures 22.22 on page 557; commonly used brick sizes.

54. Facing brick (solid or cored) Graded for dimensional tolerances & warpage, and durability Building brick (solid or cored) Graded for durability and strength only Used in brick walls later covered with a veneer Exposed with dimensional tolerances and warpage acceptable Paving brick (solid) Graded for freeze/thaw resistance and abrasion Considerations in Choosing Brick Four Important Qualities Grade

55. Weatherability: evaluates how the bricks will hold up to weather exposure (freeze/thaw, rain, etc.) MOST COMMON Considerations in Choosing Brick Four Important Qualities Grade

56. Facing Bricks: evaluates the uniformity of shape, dimension, texture & color Considerations in Choosing Brick Four Important Qualities Grade

57. Cavity (Veneer) Walls Running bond BRICK BONDS Running bond and arching action in masonry walls

58. Cavity (Veneer) Walls Stacked bond BRICK BONDS 59. Joint Considerations Size Joint Tooling Joint Profile Color (blended or contrast) 60. BRICK JOINTS WEATHERED CONCAVE (best joint, mortar compacted, shed water, most popular) VEE FLUSH RAKED STRIPPED STRUCK

61. Mortar joint thickness (approx 3/8 inch) & profile 62. Tooling Joints 63. Concave Joints 64. Modified Vee Joints 65. Grapevine Joints

66. Flush Joints 67. Raked Joints 68. Laying Masonry Layout & Leads Line 69. 70. Brick Masonry Mosaic Examples of Masonry Buildings 71. Brick Masonry Mosaic Examples of Masonry Buildings 72. Examples of Masonry Buildings San Francisco Museum of Modern Art 73. Examples of Masonry Buildings Robie House, Chicago 74. Examples of Masonry Buildings Robie House, Chicago 75. Examples of Masonry Buildings Oriole Park at Camden Yards, Baltimore 76. Examples of Masonry Buildings Johnson Wax Building, Racine, Wisconsin 77. Examples of Masonry Buildings Meyerhoff Symphony Hall, Baltimore 78. NEXT LECTURES Masonry continues~ Concrete & Stone Masonry