PAVING THE WAY:Making the Most of Market Realities

Presentation to the Board of Directors

September 23, 2008

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Overview

Section II – NRMCA Focus Market realities Goals Audiences Messages Strategy

Tactics Scope Resources Measuring success Timeline Ad mock-up

Section I – Branding Backgrounder Types of communications campaigns Messaging Review of relevant campaigns

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Section I

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Strategic Communications Campaigns Education and awareness Corporate reputation Issues management Marcom Industry branding

Advertising can support any and all of these types of campaigns

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I’m a great paver.

Trust us. He’s a great paver.

Marketing

Public relations

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I’m a great paver.I’m a great paver.I’m a great paver.

We understand you’re a great paver.

Branding

Advertising

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Brand equityBrand equity

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Approaching Campaign Messages Building the foundation Developing the messages Testing and refining Deploying the messages

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Building a Message HouseThere are a few easy, low-cost steps you can take that will help you be ready in the face of any emergency situation.

Sit down with your family and make an emergency preparedness plan. In your home, have three days of food and three gallons of water per person, a battery powered

radio, a flashlight and a first aid kit

It is simple to do and important to start now.

Knowing what to do in the first 15 minutes of an emergency is essential to your safety and the safety of your loved ones.

Many lives have been saved each year because people took the time to become prepared.

Whether it’s having stored food and water, planning a fire escape route or learning CPR, preparation makes the difference.

Being prepared for an emergency involves learning as much as you can and making plans to act. The NCR Campaign’s suggestions are a good start. Continue to educate yourself and become even more prepared.

People with special needs, and those who have loved ones with special needs, should include those considerations in their emergency and preparedness planning. It is important to remember that the usual methods of support and assistance may not be available during an emergency and after the disaster has occurred.

Emergency planning should include all members of the family, including pets. Pets depend on you for food, water and safety. Without proper planning, your pets may be forgotten in an emergency.

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Finding Your Tagline

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Industry case studies Inside-the-Beltway

The New Steel

Consumer/Check-off Got Milk?

Targeted Risk is Opportunity.

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The New Steel

American Iron & Steel Institute

(AISI)

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Steel Tries To Shed Its Smokestack Image

June 27, 2006ASK random Americans their opinion of the steel industry, and you'll probably hear about smoke-belching plants, sweaty laborers, rampant bankruptcies and sniveling whiners trying to get the government to protect their companies.

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Market Realities

Steel industry reeling from dumping Perception of steel as old and dirty among

political elites Mittal Steel and Arcelor merger top of mind

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AISI Campaign Elements

Goal: Change

perceptions of steel

industry from old and

dirty to modern and

high techU.S. Steelmakers Polish Their ImageMay 25, 2008

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AISI Campaign Elements, cont’d

Strategy: Focus on a platform of global

competitiveness

Emphasize that America’s steel

industry is the backbone of U.S.

manufacturing

Show commitment to reducing

environmental footprint

Demonstrate that steel industry is

vital to America’s economic and

national security

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AISI Campaign Elements, cont’d Audiences: Political elites

Inside the beltway Resources: $3 million

Print, radio and online ads = $2.78 million Timeline: June 2006 to early-to-mid 2008 Tactics: Print, radio, online ads; member

activation; media relations

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AISI Campaign Elements, cont’d

Spotlight on Tactics: Member Outreach Create executive task force for feedback Use companies’ HQs as conduits for information Provide members with poster-sized versions of the ads

suitable for framing Develop and distribute the “Backbone Kit” for meetings

with policymakers on Capitol Hill

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AISI Campaign Results Winner

Silver David Ogilvy Award for research Silver Communicator Awards

AISI measures the success of the campaign via: Media and online coverage Outreach to Capitol Hill Benchmarking (March and September 2006

and April and October 2007) Buzz among target audiences Introduction and passage of legislation

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California Milk Processor Board/ The Milk Processor Education Program

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Market Realities

30-year declining trend in milk consumption Declining market share “Milk Does a Body Good” was not working

What could you say about milk? It was white and came in gallons. People felt they knew all there was to know about it, so it was hard to find a strategic platform.- Jeff Manning, CMPB Executive Director

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Milk Campaign Elements

Goal: Increase consumption of milk Strategy:

Shift from focusing on nutritional benefits of milk to a “food-beverage” connection Milk and cookies; PBJ and milk

Play up disappointment when milk is unavailable

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Milk Campaign Elements, cont’d Audiences: Consumers Resources:

California: Check-off campaign - $23 million/year Financed by contributing three cents for every

gallon of milk processed

National: Check-off campaign - unavailable Timeline:

Ongoing. Began in 1993 in CA and went national in 1998. First “mustache” ad aired in 1995

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Milk Campaign Elements, cont’d Tactics:

Print, radio and TV ads Online ads during national campaign

Co-branding Media buys timed to key dining hours (during dinner and late-night) Billboards along commuter routes Point-of-sale decals Later ads poked fun at ubiquity of campaign Minority-targeted ads

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Milk Ads, Web site & Collateral

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Milk Campaign Results

90% awareness of tagline in the U.S. Campaign credited with turning around the sales of

milk Tagline licensed to dairy boards across U.S. and a

number of consumer goods and other groups have capitalized on popularity of slogan

Numerous awards “got milk?” the #1 most influential tag line since

the advent of television

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Society Of Actuaries

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Market Realities

Opportunity for positioning Businesses confronting complex risks Part of larger organizational initiative Actuaries face tough competition for senior

leadership positions in traditional markets

The “New” Actuary

"Narrow and technical."Too often, that's the employer's perception of the actuary, according to research conducted by the Society of Actuaries.

VS.

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SOA Campaign Elements

Goals: Create a more dynamic and

relevant image in the minds

of the employers

Build a vibrant, new image

within the profession

Create a sustainable

program that builds on each

success

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SOA Campaign Elements, cont’d Strategy: Launch the “Risk is Opportunity.”

integrated campaign with an internal focus Audiences:

Actuaries Traditional market employers such as insurance

and benefits specialists Nontraditional market employers in the broader

financial services

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SOA Program Elements, cont’d Resources: Campaign budget unavailable;

2006 operating budget was $29.6 million Timeline: Q4 2006 - Present Tactics:

Multimedia launch event Speakers bureau Proactive media outreach Print ads

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SOA Ads

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SOA Campaign Elements, cont’d Tactics:

Member outreach – “Living

the Brand” Image Advisory Group

Workshop for ambassadors

Web site overhaul Career-enhancing materials

Posters

Video Series

It’s also important for each of us to assume the role of brand ambassador. Each of us needs to convey compelling messages about what actuaries do and how we add value to an organization and society at large.

–SOA Web site

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SOA “Living the Brand”

Above: Actuary Cocktail served at SOA Annual Meeting

Top Left: A “thirst” for branding

Bottom Left: 14 Months of Actuaries

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SOA Posters

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SOA Campaign Results

175 high-profile placements

160 million media impressions

Favorable member feedback 91% tagline recognition

Award winner Corporate Branding Campaign of the Year

Best Branding and Reputation Campaign

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Section II

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NRMCA: Factors for Consideration Analysis: Where are we today?

NRMCA Market Realities Price of concrete/price of asphalt Environmental impact vs. asphalt

Goals: Where do we want to go? NRMCA Goals

Increase in market share Heightened awareness among target audiences

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NRMCA: Factors for Consideration Strategy:

NRMCA Strategy Focus on economic competitiveness

Make the most of market realities Leverage the national conversation on sustainability

Differentiate concrete from asphalt Showcase concrete paving as a responsible choice for

sustainable development Piggyback on industry-wide campaign

Maximize limited budget Targeted outreach must support business objectives Strategic communications

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NRMCA: Factors for Consideration Audiences:

NRMCA Audiences Internal

Industry allies Members Staff

External Contractors Engineers Large developers and property owners State and local government purchasers

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NRMCA: Factors for Consideration Tactics:

NRMCA Tactics Internal ambassadors Third party outreach Leverage existing lines of communication Trade show participation Media outreach Advertising

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NRMCA Spotlight on Tactics: Media Buy

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NRMCA Spotlight on Tactics: Media Buy

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NRMCA Spotlight on Tactics: Media Buy

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NRMCA Spotlight on Tactics: Media Buy

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NRMCA: Factors for Consideration Measuring success:

Anticipating NRMCA Success Awareness Image Brand Market share

Methods of measurement: Micro-site specific Web traffic Baseline and benchmark awareness research Media impressions

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Past Campaigns: Measuring Success

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Past Campaigns: Measuring Success

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Past Campaigns: Measuring Success

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NRMCA: Estimated Campaign Timeline

 

November 2008

December 2008

January 2009

February 2009

March 2009 April 2009May-

December 2009

Campaign planning meeting                                                        

Message development and testing                                                        

Communications planning and development                                                        

Ad development                                                        

Ad placement                                                        

Media outreach (bylined articles and interviews)                                                        

Materials development                                                        

Microsite development                                                        

Ambassador development/internal rollout                                                        

Trade show identification and participation                                                        

Third party outreach                                                        

Management and oversight                                                        

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Ad mock-up

Ad mock-up:

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In Review

What are the challenges our industry faces in communicating its positive attributes?

What are the opportunities, i.e. 21st century challenges for which our industry can provide solutions?

Does our industry need to consider a strategic communications campaign?

What are our goals? Who are our audiences? Do we have the resources to sustain a campaign that

can effect change?