Tag: "portland cement association"

Our PCA Work Named “Best Overall” by Construction Industry

Yep. The Portland Cement Association received top honors in the industry for our strategic and creative work on their Hey Asphalt campaign that included the advertisement above amongst other elements such as billboards, trade ads, and websites. How cool is that?

No, wait. Don’t answer that. Allow me.

Ahem. It’s VERY FREAKING COOL! Fist-bumps all around!

Our own press release will hit in the next day or so, but until then you can chew on CWA’s broad release:

CWA Names Winners of 2011 Marketing Communications and Website & Electronic Communications Awards

Thu Sep 29, 2011 7:30am EDT

CHICAGO, IL, Sep 29 (MARKET WIRE) —

The Construction Writers Association (CWA) announces the 2011 winners of
its annual Marketing Communications Awards and Website & Electronic
Communications Awards. The awards will be presented at a grand awards
dinner on October 25 during the 2011 CWA Annual Conference, CONNECTED
2011, in San Antonio.

The annual awards spotlight superior communications efforts by
construction-related individuals, corporations, associations, advertising
agency/PR firms and publications. The Marketing Communications Awards are
evaluated on editorial content, graphic design and effectiveness in
achieving stated goals. 

"The CWA Marketing Communications Award honorees are selected from a
highly competitive pool of submissions from talented professionals across
the country," said Aaron Chusid, chairman of the Marketing Communications
Awards committee.

    The 2011 CWA Marketing Communications Awards winners are:

--  Portland Cement Association, Best Overall-Other
--  Performance Marketing, Best Print-Ad
--  ARTBA, Best Radio-Ad Campaign
--  WSP Flack & Kurtz, Direct Mail Campaign, Best Corporate
    Communication
--  Marketing Strategies & Solutions, Best PR-Special Event

The Website & Electronic Communications Awards are evaluated on
content, design, effective technology aspects and meeting stated
objectives. 

"Effective websites and electronic communications continue to increase in
importance for manufacturers, dealers, contractors, associations and
publications in the construction industry," said Patti Flesher,
chairwoman of the Website and Electronic Communications Awards committee.
"The CWA awards provide industry-wide recognition for work that
successfully engages an online audience."

    The 2011 CWA Website & Electronic Communications Awards winner is:

--  HardHatChat.com, Blog Category

The Construction Writers Association (CWA), founded in 1958, is a
non-profit, non-partisan, international organization that provides a
forum for journalism, photography, marketing, and communications
professionals in all segments of the construction industry to connect
with other professionals and enhance skills through education. Visit our
website at www.constructionwriters.org. Join us on LinkedIn, Facebook,
and Twitter.

For more information contact:
Deborah Hodges
Construction Writers Association
1-773-687-8726
info@constructionwriters.org 

Copyright 2011, Market Wire, All rights reserved.

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Congrats to Bruce, Patti, Brian, Doug, Aris and the rest of the PCA team. Now, if you’ll excuse us, we have an appointment with some bubbly.

How Do You Get People To Care What Their Roads Are Made Of?

Quick. The last three roads you drove on – were they made of asphalt or concrete? If you aren’t in the paving or construction industry I’m fairly certain you’ll only be guessing.

My unscientific survey of road knowledge (and when I say “unscientific” I actually mean “SERIOUSLY unscientific”) revealed that quite a few people don’t realize that there’s a difference between the two materials. I heard variously that concrete is what asphalt is made of, that asphalt is what concrete is called when it is used as pavement, and occasionally that they’re two very different road materials. (The last one is true.)

The fact is that the average consumer or driver has little incentive to learn the difference. Paving decisions are made without the input of Joe and Jane citizen. Learning about initial costs, life-cycle costs, rolling resistance, hardness, rutting (but not the animal kind), and the like is just not something that people are inclined to do if they don’t get to put the knowledge to use.

Interesting tidbit: One way to determine if you’re on an asphalt road? See any potholes or worn down ruts where your tires typically roll? Asphalt.

…and suddenly you think you may just care…

And that’s kind of the point.

The truth is that when people find out what the actual differences between concrete and asphalt are they, in fact, DO care. And many care a lot. Enough to talk about it.

You may not realize it, but you probably spend a lot of time talking about pavement. When was the last time you got stuck in traffic due to road work? Tell anyone about it? Chances are good that you were complaining about asphalt without realizing it. (Trust me – the math works on this one. Given concrete’s longevity in combination with the number of asphalt roads in America you’re likely to endure about 47 asphalt-related traffic jams before you find one from concrete.)  And when it comes to traffic jams from construction and the potholes that bring the construction about it is pretty clear that people are ready to vent. We’re not wanting to vent about the people doing their jobs – we’re wanting to vent that the jobs have to be done at all. Shouldn’t pavement hold up to stuff like tires and weather?

HeyAsphalty.jpg

Perhaps that’s why there’s been so much buzz about this sign and campaign we developed for PCA (full disclosure – Yep, they’re a client, in case you missed it)  Minnesota Public Radio, and WCCO (a CBS affiliate) have produced their own pieces on it. USA today and World News picked up PCA’s press release.  And the paving and construction industry has been talking about it. Heck – even locals are buzzing.  Why? Because the billboard is placed over a section of I-94 that is currently undergoing its third resurfacing since the 1990s. And because the sections being resurfaced are asphalt.

So, how DO you get people to care what their roads are made of? Ask the Portland Cement Association. Because they’re doing it.

 



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