Concrete Industry Parking Lot Strategic Plan 20072010

1
Concrete Industry Parking Lot Strategic
Plan2007-2010

• Progress Through January 15, 2008

2
Historic Opportunity

• As the superiority of concrete parking lots is
  increasingly matched with a first-cost concrete
  advantage, the biggest challenge in growing
  market share will be overcoming the inertia of a
  marketplace where asphalt has been dominant.
• The opportunity is large, the trends are
  positiveand promotion is more important than
  ever.

3
The Opportunity is Large

• According to PCA and Reed Construction Data
• Concrete potential yearly 88 M. CY concrete
  22 MT cement
• Concrete parking lot market share in 2005
  9.1 (new
  construction)
• Concrete parking lot market share in 2006
  9.6
  (preliminary estimate)

4
The Trends are Positive

• In a world where customers care more and more
  about the environment and always care about
  price
• Concrete increasingly recognized as green
• Asphalt increasingly recognized as having
  environmental problems
• Asphalt increasingly expensive

5
Concrete Increasingly Recognized as Green
Pervious is a natural solution of great interest
to increasingly green customers, and a great
door-opener to introduce the environmental
benefits of concrete in general
LEED Reference Guide for Concrete published by
the RMC Research and Education Foundation
6
Asphalt Increasingly Recognized as Having
Environmental Problems
According to a recent study in Texas by the U.S.
Geological Survey National Water-Quality Asses-
ment Program and the City of Austin, the
black emulsion sealcoat applied to asphalt
pavement has extremely elevated concentrations of
polycyclic aromatic hydrocarbons (PAHs) and can
significantly affect the quality of downstream
water resources. PAHs are known to have adverse
health effects on animals, plants and people.
Small particles of sealcoat flake off as they are
abraded by vehicle tires, and can wash into urban
streams with rain and runoff.
If you look at the asphalt used in a parking
lot, the top coat is quite toxic. So if you have
a heavy rain soon after the parking lot goes
in, its not unusual to see fish kills
downstream. --- Melinda Lalor, professor of
environmental engineering at the University of
Alabama at Birmingham
7
Asphalt Increasingly Expensive
8
First Cost Lifecycle Cost ComparisonConcrete
Asphalt
9
Parking Lot Strategic Plan Goals

• Download Strategic Plan and state/local planning
  material www.ConcretePromotion.org
• Increase national market share for new concrete
  parking areas from 9.1 in 2005 to 15.1 in 2010.
• Develop and maintain an effective delivery
  system.
• Ensure regular and effective communications among
  industry promoters and stakeholders.
• Provide quality and timely support materials and
  services.
• Educate respective stakeholders, promoters and
  customers.
• Develop and implement an effective measurement
  system.

10
National Accounts

• NRMCA creates local opportunities by getting
  concrete specs adopted at large companies
• New NA collateral completed with focus on
  pervious concrete parking
• NRMCA supports local promoters in finding and
  promoting to local NA opportunities

11
Local Strategic Planning

• 17 states in six regions currently identified as
  having developed strategic plans in 2007
• PCA is helping underwrite the expense of outside
  facilitators for local strategic planning

12

• Tools Delivered to Date
• Concrete Promoters Resource Center
  (www.ConcretePromotion.org)-- Online
  resources-- Pervious Project Database-- Success
  Stories-- Promoter Directory
• Buildings Under Design (BUD) Local Project Leads
  Delivery
• Design Assistance Program for Specifiers (DAP)
• Flip-Chart Pitch Book
• Working On Now
• CPA update
• Bulletin Board Forums on www.ConcretePromotion.o
  rg
• Best practices utilization of new tools

13
Concrete Promoters Resource Center
(www.ConcretePromotion.org)

• Photos, articles, collateral, PowerPoints videos,
  strategy documents, other tools
• Focus on parking lots
• Planning documents by states, for states
  including strategic plan road map
• Promoters Directory
• Pervious projects database
• Success stories
• Bulletin board forum to launch in early 2008

This PowerPoint is available in the Resource
Center! (Concrete Parking Lot Opportunity and
Plan.ppt)
14
Some Resources on www.ConcretePromotion.org

• National Strategic Plan Documents
• Strategic Plan Executive Summary (PDF)
• Full Strategic Plan (PDF)
• "2005 benchmark" market share and 2010 goals for
  states and regions (PDF)
• Resources for State Local Strategic Planning
• "Road Map" for state and local parking lot
  promotion planning
• Parking Lot Plan Opportunity Article published
  in Summer 2007 InFocus magazine (PDF)
• Parking Lot Opportunity Strategic Plan
  PowerPoint  Download file (PPT)
• Planning documents from state and local industry
  organizations (please contact Glenn Ochsenreiter
  at glenn_at_nrmca.org if your organization can
  provide documents for industry reference)
• Parking Lot Promotion Resources
• Parking Lot Design Assistance Program - Project
  submittals by NRMCA affiliate organizations only
• Concrete Parking Flip-Chart "Pitch" Book New
  tool to assist in promoting the benefits of
  concrete parking lots to specifiers-- now
  available!
• NRMCA's Buildings Under Design ("BUD") Online
  Lead Program - NRMCA state affiliate program
  provides early information on new projects,
  member discounts for service also available
• Pervious Contractor Certification Program -
  Administered by local sponsoring groups
• (14 additional resources listed
  www.ConcretePromotion.org)

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BUD Local Project Lead-Delivery System

• 50 online licenses in use by state, other
  promotion partners (NRMCA subsidizes cost)
• Training of approximately 40 promoters has taken
  place through free Webinars
• Feedback info is of reasonably high quality,
  some states sending best leads to all members
• Service will be renewed at same level for another
  year in May 2008

16
Parking Lot Design Assistance Program (DAP)

• Program for specifiers offered through
  NRMCA-affiliated organizations
• Ohio RMCA providing recommendations
• 200-750 fee depending on project 50 covered
  by NRMCA for initial submission
• Twelve design projects have been submitted
• Decisions made in 6 of the 12 all concrete
• Overcoming the Inertia of the Marketplace!

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Design Recommendation CAD DrawingStory Village
Condo Parking Lot (CA)
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Parking Lot Flip-Chart Pitch Book

• Local promotion tool
• Ships with PowerPoint CD
• 950 purchased
• Flowable fill version now available
• Coming soon pervious concrete green concrete

19
CPA Update

• Specs finalized for next version
• Supporting ASCC sub-base inclusion option
• Calculator for in-place per ton asphalt cost
• Enhanced reporting
• Expected completion in Q2 2008

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Existing Collateral

• Pervious concrete

Concrete parking for owners/architects
Concrete parking for engineers
Available March 15 Concrete Solutions for
Sustainable Development with focus on green
benefits of conventional concrete.
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Concrete Parking Pervious Sites Are Operational
www.ConcreteParking.org
www.PerviousPavement.org
1 for Google search concrete parking 3 for
Google search pervious concrete

• 1 for Google search pervious concrete
• 2 for Google search porous pavement

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Promotion Track Planned for ConcreteWorks (NRMCA
Fall Conference)

• Cast-in-place promotion track for professional
  promoters
• Strong parking lot focus
• State affiliate participation encouraged travel
  stipend will be offered
• Event offers excellent networking, social
  functions, keynotes, operations and business
  tracks, exhibits, National Mixer Driver
  Championship
• October 18-21 2008, Nashville

23
Market Measurement

• Key part of the strategic plan report market
  share on a rolling 12-month basis at the
  national, regional and state levels as measure of
  promotion effectiveness
• PCA recently released preliminary 2006 concrete
  market share estimate of 9.6, up from 9.1 in
  2005 (new construction only) updated estimates
  due early 2008

24
National Promotion Plan Steering Committee
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Thanks!

• Contact Glenn Ochsenreiter at NRMCA
• for additional information on the
• Concrete Industry Parking Lot Strategic Plan
• glenn_at_nrmca.org 240-485-1140
• Promotion strategic planning support materials
  available at
• www.ConcretePromotion.org