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Marketing the Asphalt Pavement
Design GuideJayson R. Jordan, PE
Technical Director, SC Asphalt Pavement Association
Table of Contents
Background
Marketing A Book (Forbes)
Educational Seminars
Upcoming Events
Help From Members
Mission Statement
SCAPA is dedicated to:• To protect, promote and advance the progress, interest
and welfare of the producers of plant mixed asphalt paving materials;
• To encourage the highest standards of business ethics and workmanship;
• To encourage the discussion, coordination and pursuit of solutions to problems of common interest and concern to the producers of plant mixed asphalt paving materials; and
• To foster a cooperative spirit and understanding between the producers of plant mixed asphalt paving mixtures and industry partners.
Changes Over Time
Reduced work
Reduced funding, tonnage
Increased competition
Increased price of oil
Changes Over Time
A need to educate engineers on updates in the industryJobs specified with older mixes (Type 1, Marshall)Specs with very little or no recycled products
Mission Statement
SCAPA is dedicated to:• To protect, promote and advance the progress,
interest and welfare of the producers of plant mixed asphalt paving materials;
• To encourage the highest standards of business ethics and workmanship;
• To encourage the discussion, coordination and pursuit of solutions to problems of common interest and concern to the producers of plant mixed asphalt paving materials;
• To foster a cooperative spirit and understanding between the producers of plant mixed asphalt paving mixtures and industry partners.
Background
Focus on Education• The goal of SCAPA is to
continually strive to be the industry expert on all things related to asphalt pavement and to ensure that quality remains the focus of our efforts
Focus On EducationStrategies
Launch an educational and technical marketing program to address the public’s needs
SCAPA created a Marketing Committee to identify the topics that needed to be addressed among the different industry partners and facilitated ways in which SCAPA can promote the major benefits of asphalt pavementEnhance SCAPA’s presence at industry tradeshows and conferences
SCAPA Hires Jayson Jordan, PE
as Technical Director
Started May 2014
-Providing Technical Support to Members
-Supporting & Marketing the use of Hot Mix Asphalt in the state of
SC
Marketing A BookAccording to Forbes.com
Five Steps To Get Your Book The Hearing – or Viewing – It Deserves?
(Forbes.com Nov 2013)
• Decide who will read our book – find our community
• Figure out what our community does – connect with those activities
• Talk it up, and talk it up some more – don’t be shy
• Create a sense of urgency – develop momentum
• Keep the buzz going – find new reasons and angles to promote our book
Marketing A Book
Marketing A Book
Finding Our Community
• Focus on who really will read your book. Segment that audience as specifically as you can.
• SCAPA has identified engineers, particularly Consultants, Municipal Engineers, and Public Works Administrators
Marketing A Book
Figure Out What Our Community Does
• You want to see what those people do, where they do it, what they read, how they read it, and so on. How can you connect with them?
• SCAPA Presence at Engineering Conferences, Annual Meetings, Lunch and Learns, etc
Marketing A Book
Talk It Up
• Once you’ve figured out how you’re going to connect to your community, then start getting the word out.
• SCAPA is promoting through emails, speaking engagements, presentations, and word of mouth
Marketing A Book
Create A Sense Of Urgency
• By creating a sense of urgency, it can help you create some momentum around your book.
• SCAPA is inviting engineers (our community) to training seminars, which can be utilized to promote the guide, and create momentum for it.
Marketing A Book
Keep The Buzz Going
• Figure out ways to keep your book fresh.
• How can you keep your book relevant and fresh in the eyes of your particular community?
• The Pavement Design Guide was created with the intention of adding future chapters and sections for various pavement design topics.
(Forbes.com Nov 2013)
• Decide who will read our book – find our community
• Figure out what our community does – connect with those activities
• Talk it up, and talk it up some more – don’t be shy
• Create a sense of urgency – develop momentum
• Keep the buzz going – find new reasons and angles to promote our book
Marketing A Book
Asphalt Pavement Design Guide Seminars
Providing Educational Opportunities and Design Guide Promotion
Asphalt Pavement Design Guide Seminars
• As part of the education and technical marketing launch, our goal was to conduct 5 classes throughout the state.
• Forbes Marketing Steps
• Outreach to our community
• Helps develop momentum
Asphalt Pavement Design Guide Seminars
• Emails sent out to:
• Consultants in the area
• Public Works & Municipal Engineers in the region
• Attendees of 2014 SC Engineers Conference
• Local Chapters of Engineering Societies
• SC Society of Professional Engineers (SCSPE)
• American Society of Civil Engineers (ASCE) – South Carolina Chapter
Recent Design Guide Seminars
Midlands (Columbia) – June 26th, 2014Upstate (Greenville) – July 9th, 2014
Asphalt Pavement Design Guide Seminars
Midlands (Columbia, SC)• June 26th, 2014
• Saluda Shoals River Center
• 19 Attendees
• SCAPA Members: 2
• Richland County Public Works: 3
• Consultants: 10
• MASC Members: 3
• US Forest Service: 1
Asphalt Pavement Design Guide Seminars
Upstate (Greenville, SC)• July 9th, 2014
• University Center
• 23 Attendees
• SCAPA Members: 4
• Public Works: 7
• Anderson, Greenville, Union
• Consultants: 8
• MASC Members: 4
Design Guide Seminar Agenda
• Introductions
• Asphalt Pavement Design Overview
• Design Considerations
• Pavement Materials
• Pavement Thickness Design
• Asphalt Pavement Construction Basics
Upcoming Pavement Design Guide Seminars
Catawba (Rock Hill, SC) August 14th, 2014
Low Country (Charleston, SC) September 29th, 2014
Pee Dee (Myrtle Beach, SC)October 2014
Where Do We Go From Here?
• Continue Offering Classes in 2015
• Lunch and Learns
• Webinars
• Additional Design Guide Sections
• Tradeshows & Conferences
SCAPA’s Presence at Industry Tradeshows and Conferences
2014 SC Engineers Conference Exhibit
Dr. Brad Putman speaking to group at 2014 SC Engineers
Conference
Tradeshows & Conferences
Booths• SC American Public Works Association (APWA)
Summer Conference
• SC Recreation & Parks Association (SCRPA) Annual Conference
• Southeast Stormwater Association (SESWA) Annual Conference
• ACEC-SC/SCDOT Annual Conference
• SC Highway Engineers Conference
• SC Engineers Conference
Attend Only• American Institute of Architects
– SC Chapter (AIASC) Spring Conference
• SC Aviation Association (SCAA) Annual Conference
What We Need Members To Do
• Communicate with local consultants, public works engineers, municipal engineers, etc. Promote training classes and design guide
• Sending contact information of these engineers to SCAPA for further communication
• Helps boost our registrations
• Attend & bring a friend!
• Having member input is invaluable
• Great for members to interact and develop relationships with consultants, public works & municipal engineers
• Validates our members as technical resources
References
• Morgan, N. (2013) – “How To Market And Sell Your Book In Five Steps.” Online. Available: http://www.forbes.com/sites/nickmorgan/2013/11/05/how-to-market-and-sell-your-book-in-five-steps/