CRMCA Parking Lot

Strategic and Promotion Plan 2008-2010

Developed June 27, 2007 Adopted by CRMCA Board of Directors November 8, 2007

McLaughlin Management Associates, Inc.

[email protected] 561-239-2462

CRMCA Parking Lot Strategic and Promotion Plan

The Mission of CRMCA’s Parking Lot Strategic & Promotion Plan is:

To increase market share of concrete parking lots through promotion, education and support

Attendees:

Tim McConnell - Southeast Cement Assoc Duane Allen - Ready Mixed Concrete Co. Buddy Blackwell - CEMEX Chad Woodell - Van-Smith Concrete Van Smith, Jr. - Van Smith Concrete Jason Wimberly - CRMCA Ronnie Snyder - Euclid Chemical Bryan Smith - Euclid Chemical William Arent - CRMCA Mike Zaldo - NRMCA Mark Justman - PCA Mike Kanlic - LaFarge Daniel O'Connell - LaFarge Jim Barnes - Holcim Ken Poelman - Holcim Chris Miller - Roanoke Doug Harrell - Roanoke Randy McCurry - Concrete Supply Co. Henry Batten - Concrete Supply Co. Jim Harp - Lehigh Cement

Mike Berry - Carolina Sunrock Pat McLaughlin - MMA

Parking Lot Strategic & Promotion Plan Goals:

1. Promote the benefits of concrete parking lots to end users – owners, specifiers, contractors and the public.

2. Educate CRMCA members, general contractors, designers, specifiers and government agencies.

3. Support CRCMA members, designers and specifiers with industry resources, competitive cost analysis and design assistance.

4. Develop a concrete contractor base for each CEC region.

5. Increase parking lot market share in both North Carolina and South Carolina by 10% from PCA established 2006 benchmarks by 2011

Concrete Education Council (CEC) Chapters The CRMCA currently has ten local CEC Chapters in North and South Carolina that meet on a monthly basis. The Chapters are: South Carolina -Piedmont; Midlands; Grandstrand; and Low Country; North Carolina - Triangle; East Carolina; Triad; Charlotte; Sand Hills; and West Carolina.

Goal 1:

Promote the benefits of concrete parking lots to end users – owners, specifiers, contractors & public.

Objectives:

1.1. Identify potential high-impact target accounts within the Carolinas 1.2. Gather case studies of existing projects with concrete parking lots 1.3. Partner with local associations in which decision makers are members and/or they participate (AIA, ASCE, ASLA, AGC, ABC, etc.) 1.4. Start a marketing campaign 1.5. Get local newscasters involved to cover stories for concrete parking lots 1.6. Collect information on all projects that accept a “concrete” bid for their parking lot

See related items under Goal 3

Strategies and Actions for Objective 1.1 – Identify potential high-impact target accounts within the Carolinas

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 1.1.1 Identify market sectors in each CEC Chapter CEC Chapters 11/07 area (i.e. banks, gas companies, restaurants) 1.1.2 Identify individual companies within each CEC Chapters 1/08 market sector 1.1.3 Identify decision makers for each individual CEC Chapters 2/08 company 1.1.4 Contact the decision makers to see if a CEC Chapters/ 5/08 presentation can be made CRMCA 1.1.5 Make presentations CEC Chapters/ ongoing CRMCA

Strategies and Actions for Objective 1.2 - Gather case studies of existing projects with concrete parking lots

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 1.2.1 Develop a “case study” sheet to be used to CRMCA 9/07 report each existing project 1.2.2 Compile a list of existing concrete parking CRMCA/ 3/08 lots with information on why they went CEC Members concrete

Strategies and Actions for Objective 1.3 – Partner with local associations in which decision makers are members and/or they participate

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 1.3.1 Identify associations/ organizations that CRMCA ongoing benefit our cause 1.3.2 Design and assemble a trade show booth for NRMCA/CRMCA 5/08 parking lot promotion 1.3.3 Participate in local associations’ CRMCA ongoing conventions/ conferences to promote concrete parking

Strategies and Actions for Objective 1.4 – Start a marketing campaign

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 1.4.1 Research advertising methods (print, radio, CRMCA 7/07 tv, etc.) 1.4.2 Talk with other Associations to discuss how CRMCA Ongoing they have been successful/ un-successful in their campaigns to maximize effectiveness 1.4.3 Develop an advertising plan for the CRMCA 7/07 Carolinas 1.4.4 Implement the plan CRMCA 1/08 1.4.5 Audit and review plan effectiveness, revise CRMCA 12/08 as appropriate 1.4.6 Develop a website for concrete parking in CRMCA/Neofactor 6/08 the Carolinas – www.carolinasconcreteparking.com

Strategies and Actions for Objective 1.5 – Get local newscasters involved to cover stories for concrete parking lots

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 1.5.1 Get news media to show up to concrete CEC Members ongoing parking lot pour 1.5.2 Develop a “hook” as to why they want to CEC Members ongoing cover this story

Strategies and Actions for Objective 1.6 – Track projects that accept a “concrete” bid for their parking lot

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 1.6.1 Develop a standard reporting form for CRMCA 1/08 projects that accept a “concrete” bid for their parking lot 1.6.2 Distribute and discuss reporting form with CRMCA 1/08 CEC Chapter members 1.6.3 Collect reporting forms for projects CEC Members/ Ongoing CRMCA 1.6.4 Use CPA software to analyze data to see CEC Members/ Ongoing how concrete cost compares to asphalt cost CRMCA 1.6.5 Report projects and discuss why jobs were CEC Chairs 11/08@ won or lost Fall Workshop

Goal 2:

Educate CRMCA members, general contractors, designers/specifiers & government agencies.

Objectives:

2.1 Train salesmen how to promote concrete parking lots to different decision makers (architects, engineers, owners, contractors, etc.) 2.2 Hold educational seminars for targeted audiences - general contractors, designers/specifiers and government agencies) on the advantages of concrete parking lots

Strategies and Actions for Objective 2.1 – Train salesmen how to promote concrete parking lots to different decision makers (architects, engineers, owners, contractors, etc.)

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 2.1.1 Put together multi-day training program like CRMCA 3/08 FCPA 2.1.2 Set up dates and locations for training for CRMCA 3/08 CEC Chapter members 2.1.3 Market the training course CRMCA 3/08 2.1.4 Hold training courses CRMCA 5/08

Strategies and Actions for Objective 2.2 - Hold educational seminars on the advantages of concrete parking lots for targeted audiences – general contractors, designers/specifiers and government entities

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 2.2.1 Develop seminar content and accompanying CRMCA 3/08 powerpoint presentation to include CPA design software example 2.2.2 Make powerpoint presentation available to CRMCA 5/08 CRMCA members upon completion of promotion training 2.2.3 Plan and hold seminars CRMCA/CEC 12/08

Goal 3:

Support CRMCA members, designers and specifiers with industry resources, cost analysis and design assistance.

Objectives: 3.1 Collect and tabulate a list of the industry’s concrete parking lot resources (brochures, websites, design software). 3.2 Communicate collected information to CEC members, contractors and designers/specifiers 3.3 Purchase collateral material as needed 3.4 Provide parking lot design assistance to the design community

Strategies and Actions for Objective 3.1 – Collect and tabulate the industry’s concrete parking lot resources (brochures, websites, design software).

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 3.1.1 Identify available websites, print material CRMCA 12/07 and design software 3.1.2 Compile content narratives of individual CRMCA 3/08 parking lot websites 3.1.3 Compile listing of print material and software CRMCA 3/08 to include brief description of each

Strategies and Actions for Objective 3.2 - Communicate collected information to CEC members, contractors and designers/specifiers

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 3.2.1 List information on CRMCA parking lot CRMCA At design website 3.2.2 Distribute collected list of resources and CRMCA 5/08 select “print” material to CEC members as part of training course 3.2.3 Distribute collected list of resources and CRMCA/CEC Ongoing select “print” material to designers through “Meet the Designer” binder program

Strategies and Actions for Objective 3.3 – Purchase collateral material as needed.

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 3.3.1 Purchase the revised CPA software NRMCA/CRMCA When available 3.3.2 Purchase NRMCA and other a-la-carte CRMCA Based upon promotional materials/supplies for CEC availability Chapters

Strategies and Actions for Objective 3.4 – Provide parking lot design assistance to the design community

3.4.1 Design a project specific information sheet CRMCA 5/08 (anticipated traffic, soil info., proposed concrete strength etc.) 3.4.2 Put link on new website for design CRMCA When website assistance goes live Distribute information sheet for design 3.4.3 assistance to design community at training CRMCA Ongoing seminars and as ‘Meet the Designer” handout Develop and produce a CRMCA-specific CRMCA TBD 3.4.4 concrete parking lot design reference guide

Goal 4:

Have a pool of concrete parking lot contractors in each CEC region.

Objectives: 4.1 In each CEC Chapter identify a list of interested concrete contractor candidates 4.2 In each CEC Chapter provide training for these contractors 4.3 Publicize the list of parking lot contractors (installer network) to CEC members, general contractors, designers/specifiers and owners

Strategies and Actions for Objective 4.1 – In each CEC Chapter identify a list of interested concrete contractor candidates

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 4.1.1 Ask producers to identify potential concrete CEC Members 1/08 parking lot contractors 4.1.2 Invite these potential parking lot contractors CEC Members 2/08 to a CEC meeting to present the business opportunity available to them and CRMCA’s plan to promote concrete parking lots

Strategies and Actions for Objective 4.2 - Hold a contractor specific seminar for potential parking lot contractors in each CEC region

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 4.2.1 Develop a contractor-specific promotion CRMCA 1/08 seminar 4.2.2 Choose seminar locations CRMCA/CEC 1/08 4.2.3 Hold seminars CRMCA 3/08

Strategies and Actions for Objective 4.3 – Publicize the list of parking lot contractors (installer network) to CEC members, general contractors, designers/specifiers and owners

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 4.3.1 Provide the list to producers as part of the CRMCA 5/08 training seminar 4.3.2 Put list on website CRMCA 3/08 4.3.3 Keep the list current (include new concrete CRMCA Ongoing contractors as they are found)

Goal 5:

Increase parking lot market share in both North Carolina and South Carolina by 10% from 2006 PCA established benchmarks by 2011.

Objectives:

5.1 Collect the number of projects and total cubic yards generated by this promotion plan in each CEC Chapter 5.2 Update the current % market share by RS Means for 2006 and beyond and communicate these market shares to the CEC regions 5.3 Update and revise 2008 Strategic Plan on a yearly basis

Strategies and Actions for Objective 5.1 Collect the number of projects and total cubic yards generated by this promotion plan in each CEC Chapter

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 5.1.1 Develop a Parking Lot “Awards Program” to CRMCA 2/08 recognize the top chapters and promoters 5.1.2 Roll out “Awards Program” at training CRMCA 5/08 seminars for CEC members 5.1.3 Implement “Awards Program” CRMCA 5/08 5.1.4 Present “Awards Program” winners at 2008 CRMCA 11/08 Fall Workshop 5.1.5 Encourage producers to reward individual CRMCA ongoing sales people for converting parking lots to concrete

Strategies and Actions for Objective 5.2 - Update the current % market share by RS Means for 2006 and beyond and communicate these market shares to the CEC regions

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 5.2.1 Get PCA’s RS Means parking lot information Mark Justman, PCA 2006 by 8/07 for 2006 and Quarterly thereafter 5.2.2 Communicate to all CEC Chapters CRMCA ongoing

5.2.3 Cross-reference CRMCA data against RS PCA Quarterly Means data

Strategies and Actions for Objective 5.3 - Update and revise 2008 Strategic Plan on a yearly basis

DATE BUDGET ACTION RESPONSIBILITY COMPLETED IMPACT 5.3.1 Update 2009 Strategic Plan and implement CRMCA 12/08 same based on review and analysis of 2008 plan results 5.3.2 Update 2010 Strategic Plan and implement CRMCA 12/09 same based on review and analysis of 2009 plan results