Marketing the Asphalt Pavement Design Guide Jayson R

Marketing the Asphalt Pavement Design Guide Jayson 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 industry Jobs 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 Education Strategies 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 pavement Enhance 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 Book According to Forbes. com Five Steps To Get Your Book The Hearing – or Viewing – It Deserves?

Marketing A Book • 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 (Forbes. com Nov 2013)

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.

Marketing A Book • 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 (Forbes. com Nov 2013)

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 26 th, 2014 Upstate (Greenville) – July 9 th, 2014

Asphalt Pavement Design Guide Seminars • • • Midlands (Columbia, SC) June 26 th, 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 9 th, 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 Ø Catawba (Rock Hill, SC) August 14 th, 2014 Ø Low Country (Charleston, SC) September 29 th, 2014 Ø 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 Attend Only • SC American Public Works Association (APWA) Summer Conference • • American Institute of Architects – SC Chapter (AIASC) Spring Conference SC Recreation & Parks Association (SCRPA) Annual Conference • • Southeast Stormwater Association (SESWA) Annual Conference SC Aviation Association (SCAA) Annual Conference • • • ACEC-SC/SCDOT Annual Conference SC Highway Engineers Conference SC Engineers 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 • Validates our members as technical resources Great for members to interact and develop relationships with consultants, public works & municipal engineers

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/