Marketing Concrete Against Competing Materials Bruce McIntosh Vice President Communications

Topics Competitive arenas in the U.S. Market characteristics Message research and testing Marketing programs Market dynamics and emerging opportunities

Competitive Arena: Buildings Commercial buildings Residential buildings Public buildings

Low-Rise Buildings (1 to 3 stories)

Mid-Rise Buildings (4-7 stories)

High-Rise Buildings (8 stories and higher)

Competitive Arena: Paving Highways Urban roads Rural roads Parking lots Residential driveways

All Paved Roads

Highways

Competitive Arena: Single-Family Houses Above-grade walls Flatwork (driveways, walks, patios) Basements and foundations Cladding (stucco, siding)

Above-Grade Walls

Marketing Tactics and Considerations Messages that have been externally tested Market share vs. market size Campaign approach targeting specific issues Thought leadership: Controlling the conversation Part of imaging/branding (Think Harder)

Message Research and Testing Specifiers of building materials (engineers, contractors, architects, and others) Concrete industry representatives Governmental (state and federal)

Message Testing Results Top-rated descriptive attributes that go undisputed: 1.Durable, long lasting 2.Sustainable 3.Economical

Positioning Wood has regeneration, renewable Asphalt and steel have recycling Concrete’s has the opportunity to own durability and long-life, our top attributes

Marketing Concrete Paving Key factor : Concrete has a 6% national share of the paving market

National Advertising Plan for Paving Targets: Public works officials, consulting engineers, city/county officials Tactics: Aggressively communicate concrete pavement as durable, sustainable, and economical Capitalize on new opportunities (rising asphalt prices) Address issues that present barriers to greater share

Initial Ad Attention-getting Aggressive “No more status quo”

Pure Positive (Yawn!)

Current Campaign: Advocacy, MIT

Working on...

Regional: Minnesota 2010 campaign targets I-94 asphalt reconstruction after just 10 years Arterial route in downtown Minneapolis

Regional: Minnesota 2011 campaign of billboards and bus shelters focused on spring pothole season

Campaign Impacts Increased visibility for material choices: concrete versus asphalt Galvanized and motivated allied industry Minnesota public officials – Forced media response – Increased allied industry influence – Elevated dialogue $65 million additional concrete projects Mn/DOT program

Regional: Columbus, Ohio July 2012 billboard campaign on asphalt escalators with “Crude” imagery and messaging

Other Materials Web site: PCA e-newsletters Social media (Think Concrete blog, Twitter, Facebook) Outreach materials on benefits, issues, and economic impact Promotional items

Other Campaigns: Resilience Capability of a building or community to survive and recover from a disaster such as tornadoes, fires, hurricanes, floods etc. Strategy is intended to raise awareness of the benefits of concrete Concrete products include walls, floors, finishes and roof tiles

Resilience: Program Elements and Tactics Target: Community leaders, building code officials, elected officials in disaster areas Segment: Homes and buildings that offer safe and sustainable communities Goal: Stronger building codes and local practices that favor concrete

Pilot Program: Joplin, Missouri Community event with presentations, exhibits, and tours showcasing safe and sustainable concrete. Advertising in local newspaper and Facebook Earned media Outreach materials: fact sheets, social media, web site Think Harder gear

Conclusions Long-term outlook very positive Huge opportunities in paving Trends to sustainable construction favor concrete Trends to life-cycle analysis favor concrete

Marketing Concrete Against Competing Materials Bruce McIntosh Vice President Communications