Marketing the Asphalt Pavement

Design GuideJayson R. Jordan, PE

Technical Director, SC Asphalt Pavement Association

JJordan@scasphalt.org

Table of Contents

Background

Marketing A Book (Forbes)

Educational Seminars

Upcoming Events

Help From Members

Background“Together We Know More”

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

Asphalt Pavement Design Guide

for Low-Volume Roads and Parking Lots

Launched January 2014

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

Asphalt Pavement Design Guide Seminars

Design Guide Seminar Agenda

• Introductions

• Asphalt Pavement Design Overview

• Design Considerations

• Pavement Materials

• Pavement Thickness Design

• Asphalt Pavement Construction Basics

Stretching Your Dollars!

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

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

Questions?

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/