NCSC Marketing Subcommittee. NCSC Steering Committee Meeting Millennium Hotel - St. Louis, MO January 10 th, 2006

Transcription

1 NCSC Marketing Subcommittee NCSC Steering Committee Meeting Millennium Hotel - St. Louis, MO January 10 th, 2006

2 Sub-Committee Members Noel Fortier (Chair) Payne & Dolan, Inc. Lloyd Bandy APAI Judie Ryan WisDOT Amy Schutzbach ILDOT Jill Thomas MNAPA Dave Yates MOAPA

3 Objectives Increase awareness and participation of Departments of Transportation, Transportation Ministries, and HMA Industry in the region. Develop a guide for marketing the Center. Discover additional funding sources.

4 Define What do we have to sell? Who is our customer? What are their needs? SWOT: Strengths, Weaknesses, Opportunities, Threats

5 Strengths Identified in September National newsletter Research Staffing Technical knowledge Website information Coordination of information between DOT s Training Pavement Noise Equipment (at Purdue and INDOT)

6 What are we marketing? Communication of Technology Research Technical Support Training

7 Where is there growth potential? What is tapped out?

8 Communication of Technology There is potential for growth. The NCSC needs to be more aggressive in keeping themselves in our mind (through ). e Website key words also need to be updated so NCSC comes up when someone does a search on HMA, not just Superpave.

9 Research This is an area for growth The northern climates need someone to take the lead. Note: In my unofficial count there are 41 northern states and provinces that are potential customers.

10 Research (cont d) Examples Can the NCSC administer or be the repository for the newly forming Frozen Four? Can the NCSC take NCAT s s research and add a note on how this affects the northern climates? Has anyone talked about it?

11 Technical Support There is growth potential in: Lab Services Data Analysis Consultant Services Field Construction Techniques

12 Training This is not an area of growth (at this point in time).

13 Who is our customer?

14 Current Customers 12 Departments and Ministries of Transportation IL $$ IN $$ IA $$ KS $$ Manitoba $ Saskatchewan MI MN MO NE $ OH WI MI $$ MN $$ MO $$ WI $$

15 and Why do we care? Current customers are questioning their participation in continued funding.

16 Possible Former Customers 12 Departments and Ministries of Transportation IL IN IA KS Manitoba Saskatchewan MI MN MO NE OH WI

17 Future Customer Base local agencies consultants equipment manufacturers contractors asphalt suppliers aggregate suppliers general public independent labs

18 What are the customer s s needs?

19 Current Customer Needs What are they? As a committee: We don t t know, so how can we find out.

20 A Survey Survey of DOT and Ministry Steering Committee Members Focus on the transportation officials as the primary customer and let a future marketing plan explore any potential customers to determine additional needs.

21 Develop The Survey Follow the KISS Principle 5 questions only Quick method of delivery and response, use e Limited and specific distribution

22 1) Within the last year, indicate your experience with the NCSC, by identifying those services/products requested? Training Communication of Current Technology Research Technical Support Not Sure No Requests within the last Year

23 1) Within the last year, indicate your experience with the NCSC, by identifying those services/products requested? Training _1 Communication of Current Technology _1 Research _2 Technical Support Not Sure _2 No Requests within the last Year

24 2) Of the listed products or services, please rank them first (highest), second, third, and fourth in order of importance to you. Training Communication of Current Technology Technical Support Research

25 2) Of the listed products or services, please rank them first (highest), second, third, and fourth in order of importance to you. _4 Training _1 Communication of Current Technology _1 Technical Support _1 Research

26 3) How likely are you to continue requests for the above listed products and services from the NCSC? Would you say the chances are Excellent Very Good Good Fair Poor Not Sure

27 3) How likely are you to continue requests for the above listed products and services from the NCSC? Would you say the chances are Excellent _1 Very Good _1 Good Fair Poor _2 Not Sure

28 4) Of the HMA focus areas listed below, please rank them first (highest), second, third, fourth and fifth in order of importance, currently requiring the majority of your attention or available resources (staffing, consultant budget, research funds, etc.) Feel free to list any specific examples. Pavement & Structural Design (ex: Perpetual Pavement, Porous Asphalt, Quiet Pavement, RAP in Surface) Mixture Production (ex: Binder Characterization, Automated QC of Plants) Placement Techniques (ex: Smoothness, Compaction Efforts, Warm Mix Asphalt) Construction Equipment (ex: Paver Modifications, Anti- Segregation Kits, Joint Heaters) Acceptance Issues (ex: PWL, Tech Advisory: Use of QC data for Acceptance, Incentives) Additional comments:

29 4) Of the HMA focus areas listed, rank in order of importance, requiring the majority of your attention or available resources. _2 Pavement & Structural Design _1 Mixture Production _3 Placement Techniques _4 Construction Equipment _5 Acceptance Issues Additional comments:

30 5) Does your highway agency currently contribute funding to the NCSC? Yes No Not Sure

31 5) Does your highway agency currently contribute funding to the NCSC? _3 Yes _1 No Not Sure

32 Survey Response Highlights 12 surveys sent 3 weeks to respond 4 returned completed 1 address no longer valid

33 Survey Conclusions: There s s a problem. The Center s s current customers aren t engaged enough to respond. The Center should consider expanding their customer base in order to assure a future.

34 Back to SWOT Strengths Weaknesses Opportunities Threats

35 Weaknesses Communication There s s a gap between reality and perceptions. A list of the research projects and the requesting state is needed. (The Summary of the Minutes , 05, Lynn put together for the September meeting, is a good start.)

36 Opportunities Customers to be identified first. Define specific areas that the Center should aggressively pursue for the benefit of the customers.

37 Who ya gonna call? for help! What experts come to mind?

38 Threats - Current Competition NCAT (AL) MnRoads (MN) Asphalt Institute (KY) Frozen Four (WI, MN, MI, IL academia) Binder Suppliers Local Academic Institutions (engineering schools within each state) Private Laboratories (ex: Heritage Group IN) DOT Research Sections/Labs

39 Threats New Partnerships? NCAT (AL) MnRoads (MN) Asphalt Institute (KY) Frozen Four (WI, MN, MI, IL academia) Binder Suppliers Local Academic Institutions (engineering schools within each state) Private Laboratories (ex: Heritage Group IN) DOT Research Sections/Labs

40 Questions, without answers yet.

41 A) Why are we still calling it a Superpave Center?

42 B) Should the Center be national or regional? Or can it be both?

43 C) Who owns the Superpave Center?

44 D) Who authorizes programs such as the training schools being offered this spring?

45 In Review:

46 The Center is facing an identity crisis.

47 The NCSC needs to reinvent themselves with a new slate of services, offered to a new group of customers.

48 Option 1 Hire a professional marketing consultant to develop a plan of action. This job is too big and too much is at stake to go a less professional route.

49 Option 2 Hire a manager to direct the Center day- to-day operations and ensure: marketing to new and existing customers timeliness of reporting financial accountability

50 Option 3 NCAUPG reinvents itself and assumes administration of the Center with: An executive director Open membership Dues and fee schedule based on services provided.

51 Option 4 Status quo (stay as the NCSC). Risk Extinction (due to current services no longer being relevant and thus the Center ceases to exist).

52 What s s next?

53 Is there a future for the Center that will justify continued investment?

54 Recommendations: React Meet Decide Action This demands the Steering Committee s immediate attention.

55 If there s s no action taken there will be no more checks written by a majority of the current customers.

56 Proposal: The Steering Committee needs to layout a new strategy for the operations of the Center. The Steering Committee and Center Staff, together, need to implement the new plan with a vision looking forward not back.

57 It s s Time for the Steering Committee to Steer now! OR