PAVING THE WAY: Making the Most of Market Realities

1. PAVING THE WAY:Making the Most of Market Realities Presentation to the Board of Directors September 23, 2008

2. Section II – NRMCA Focus Market realities Goals Audiences Messages Strategy Tactics Scope Resources Measuring success Timeline Ad mock-up Overview • Section I – Branding Backgrounder • Types of communications campaigns • Messaging • Review of relevant campaigns

3. Section I

4. Strategic Communications Campaigns • Education and awareness • Corporate reputation • Issues management • Marcom • Industry branding Advertising can support any and all of these types of campaigns

5. I’m a great paver. Trust us. He’s a great paver. Marketing Public relations

6. I’m a great paver. I’m a great paver. I’m a great paver. We understand you’re a great paver. Advertising Branding

7. Brand equity

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

9. There 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. 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. Knowing what to do in the first 15 minutes of an emergency is essential to your safety and the safety of your loved ones. 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. Building a Message House

10. Finding Your Tagline

11. Industry case studies Inside-the-Beltway The New Steel Consumer/Check-off Got Milk? Targeted Risk is Opportunity.

12. The New Steel American Iron & Steel Institute (AISI)

13. Steel Tries To Shed Its Smokestack Image June 27, 2006 ASK 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.

14. 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

15. AISI Campaign Elements Goal: Change perceptions of steel industry from old and dirty to modern and high tech U.S. Steelmakers Polish Their Image May 25, 2008

16. 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

17. 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

18. 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

19. 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

20. California Milk Processor Board/ The Milk Processor Education Program

21. 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

22. 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

23. 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

24. 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

25. Milk Ads, Web site & Collateral

26. 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

27. Society Of Actuaries

28. 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 "Narrow and technical." Too often, that's the employer's perception of the actuary, according to research conducted by the Society of Actuaries. VS. The “New” Actuary

29. 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

30. 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

31. 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

32. SOA Ads

33. 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

34. SOA “Living the Brand” Above: Actuary Cocktail served at SOA Annual Meeting Top Left: A “thirst” for branding Bottom Left: 14 Months of Actuaries

35. SOA Posters

36. 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

37. Section II

38. 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

39. 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

40. 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

41. NRMCA: Factors for Consideration • Tactics: • NRMCA Tactics • Internal ambassadors • Third party outreach • Leverage existing lines of communication • Trade show participation • Media outreach • Advertising

42. NRMCA Spotlight on Tactics: Media Buy

43. NRMCA Spotlight on Tactics: Media Buy

44. NRMCA Spotlight on Tactics: Media Buy

45. NRMCA Spotlight on Tactics: Media Buy

46. 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

47. Past Campaigns: Measuring Success

48. Past Campaigns: Measuring Success

49. Past Campaigns: Measuring Success

50. NRMCA: Estimated Campaign Timeline