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 26th, 2014
Upstate (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
•
•
•
•
•
•
Attend Only
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
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
•
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/