Paving: The New Realities

Transcription

1 Communications Program Paving: The New Realities Overview Record oil prices, high asphalt cost and low availability, environmental concerns, the economic downturn, and growing demands on our infrastructure from demographic trends will change how we build streets, roads, and highways and the criteria for selecting building materials. These factors present new opportunities for concrete paving. Asphalt paving costs have increased 97% during the last five years and 30% in the last 18 months. Regional asphalt shortages reflect changes in the global economy and oil markets as well as new refining techniques that significantly affect supply. Concrete has always been perceived as the higher priced but longer lasting material. Now, concrete for the first time is more competitive in terms of both initial and life cycle costs. Coupled with these factors is the need to invest in transportation infrastructure to keep pace with population growth and reduce traffic congestion that wastes fuel and increases transportation costs and carbon dioxide emissions. And overlaying all these considerations are pressures to meet infrastructure needs in a sustainable and environmentally sound manner. This program builds on a media outreach campaign launched last May with a radio media tour, regional and national press releases, and op ed pieces. That program was based on a PCA economic research report documenting the energy, economic, and environmental impacts of traffic congestion. The goal was to position concrete as the sustainable and economical choice for meet the growing demands of infrastructure renewal. This program builds on those themes and adds the component of asphalt cost and availability. It s based on a forthcoming PCA economic research report of the same name, Paving: The New Realities. In addition to national and regional media outreach, the communications program also includes live events and collateral communications materials such as case histories, Webcasts, and podcasts. Goals Raise awareness and interest in the shifting dynamics of paving and infrastructure investment Position concrete and other cement based products as sustainable and economical solutions for paving competitive with asphalt on both initial and life cycle costs.

2 Strategies Create a thought leadership program around the critical importance of the factors creating a new reality for paving: asphalt price and availability; economic, social, and environmental impacts of inadequate infrastructure investment and subsequent traffic congestion; need to build sustainably with concrete. Use PCA research and expert spokespersons to provide fact based support for the initiative. Position Regional Promotional Groups as spokespersons to help present local perspectives. Highlight specific examples of how concrete and cement based products can meet the challenges presented by the new realities. Enlist and engage third party advocates, such as public works officials, to help tell the story. Tactics National Local PCA report: PCA economic research report on asphalt prices, availability, life cycle cost, and other infrastructure issues Webcast: Featuring PCA economist Ed Sullivan presenting his research on asphalt prices and availability and other new realities. Podcast: Interview with Sullivan Media outreach: press releases, op ed piece, radio segment White paper: 4 to 6 page summary of PCA research report used as collateral material Media training and message development: One day session with RPG execs and Ed Sullivan to prepare for live events, concluding with recorded radio interviews to be distributed locally Live events in five RPG regions: Half day conferences featuring PCA Chief Economist Ed Sullivan, RPG exec, and third party speakers Media outreach: Media alert for live event, press releases, op ed pieces, and hometown radio interviews Podcasts: Interviews with RPG exec and Ed Sullivan similar or longer version of the hometown radio interview Local market case studies: Brief case study for each live event geographic region would highlight local conditions (from PCA report) and feature local sources, such as public works officials, and be used as collateral, media outreach, and Web content. 2

3 Audiences State and local public works and transportation officials Contractors, material producers, and other members of the construction community Analysts, consultants, academics, NGOs, and others involved in urban planning and/or transportation and construction issues. Elected officials (city and state) Trade, consumer, and business media Roles and Responsibilities Ed Sullivan: Expert spokesperson and content developer Brian McCarthy: National industry spokesperson RPG Execs: Regional industry spokespersons John Prentice: Recruit and coordinate RPG participation, work with RPGs to help organize and direct live events Mike Perkowski, New Reality Media: Non media content and presentation producer for national outreach and live events; manage content development and delivery process and logistics for national Webcast, national podcast, national white paper, local case histories, and local live events Bobby Lawie, Craddock Communications: Media training for RPG execs, spokesperson preparation, radio interview, radio spot production and distribution, media and message consultant FD Dittus Communications: Assist PCA with media outreach, messaging, and strategy Messages and Talking Points Single Overriding Communication Objective: Concrete is the economical and sustainable choice to meet our growing demands for transportation infrastructure. Overarching Message: Record oil prices, high asphalt cost and low availability, environmental concerns, the economic downturn, and growing demands on our infrastructure are creating a perfect storm for our transportations system. In addition to focusing on the vehicles on the highway and the gas in the tank, we need to expand our focus to the highway itself. Concrete s low cost, durability, and fuel savings are key considerations for building economical and sustainable highways. 3

4 Talking Points and Proof Points: Investment in highways and roads has not kept pace with demographic changes for 25 years During the past 25 years: o Licensed drivers have increased by 37 percent o Vehicle registrations increased 55 percent o Vehicle miles travelled increased 51 percent Highway miles increased only 4.9 percent during the same period By the year 2032, the U.S. population is expected to reach million persons, adding an estimated 49 million drivers and 58 million vehicles to America s highways. Just to maintain our current levels of congestion while accommodating population growth, we will need 400,000 additional lane miles of highways by Resulting traffic congestion has environmental, social, and economic impacts Traffic congestion in the United States wastes 3 billion gallons of fuel and contributes 27.2 million tons of carbon dioxide emissions each year. The economic impact of traffic delays adds up to $80 billion per year. During the next 25 years, population increases will put even more pressure on roads and highways and significantly affect the environment and our lifestyles. By the year 2032, the U.S. population is expected to reach million persons, adding an estimated 49 million drivers and 58 million vehicles to America s highways. Just to maintain our current levels of congestion while accommodating population growth, we will need 400,000 additional lane miles of highways by By the year 2032, wasted fuel from traffic delays will more than double, to 6.5 billion gallons. Carbon dioxide emissions traced to congestion will increase to 60 million tons by Wasted time and higher transportation costs will result in a cumulative economic impact of $150 billion annually. Concrete is a responsible choice for sustainable development. Concrete roads are more durable, require fewer re surfacing, and lower maintenance costs during the lifetime of the road. Concrete roads can save states 20 percent or more in paving costs compared to asphalt roads. For example, an asphalt pavement needs to be resurfaced, on the average, every 8 9 years. Concrete pavement can last up to 30 years before any resurfacing maintenance is required. Studies have shown that trucks especially run more efficiently on concrete highways, reducing fuel costs. Infrastructure needs must be met through economical and sustainable methods As the U.S. population grows, there is an increased demand to construct roads as well as housing and other buildings 4

5 As we strive to balance these construction needs with critical environmental priorities, the use of sustainable materials is more important now than ever. Recent trends have limited asphalt s continued viability as a sustainable and economical paving material. (Much of this is to come, based on Ed Sullivan s report.) According to the Producer Price Index, asphalt prices have risen 34% over the first seven months of Concrete is more completive in terms of both initial and life cycle costs. Changes in oil refining (cokers) are limiting asphalt supplies, resulting in regional shortages. Public works departments are forced to delay or cancel road projects. In addition or short supply and high cost of asphalt, they are faced with shrinking budgets as the economic downturn and rising unemployment affect local tax revenues. Stats that can be localized 5