NEMA Standards Strategic Marketing Plan ANSI Z ANSI Z535.6

Transcription

1 NEMA Standards Strategic Marketing Plan ANSI Z ANSI Z535.6 Prepared for the Z535 Committee September 18, 2012

2 NEMA Standards Strategic Marketing Plan: Z535 Executive Summary Z Z535.6 were republished in 2011/12. The proposed action of this plan is to continue to broaden the knowledge, accessibility, and use of the new revision of Z535. NEMA has outsourced the sales and marketing of the standard itself, and by doing so, has gained the diversity that comes from multiple organizations with differing clientele. The expertly driven efforts of these companies have assisted in the promotion of Z535. NEMA has provided additional awareness and outreach. The next objectives for the next year will focus more narrowly on targeted outreach. 2

3 Products ANSI Z535 Set ANSI Z535 Set (CD Version) ANSI Z535 Set (Network 1 User) ANSI Z535 Set (Network 2-5 Users) o ANSI Z535 Set (Network 6-10 Users) ANSI Z535 Set (Network Users) ANSI Z535 Color Chart o Color chart for use with Z535 safety standards ANSI Z o Sets forth the technical definitions, color standards, and color tolerances for safety colors. ANSI Z o Establishes requirements for the design, application, and use of safety signs in facilities and in the environment. ANSI Z o Provides general criteria for the design, evaluation, and use of safety symbols to identify and warn against specific hazards and to provide information to avoid personal injury. ANSI Z o Sets forth requirements for the design, application, use, and placement of safety signs and labels on a wide variety of products. ANSI Z o Sets forth requirements for the design, application, and use of safety tags and barricade tapes for temporary hazards. ANSI Z o Sets forth requirements for the design and location of product safety messages in collateral materials for a wide variety of products. 3

4 Yearly Report on Z (as of (partial) August for 2012) % for % of Z535 Series % % Color Chart % % Part % % Part % % Part % % Part % % Part % % Part % % Total Percentage for Year Notable Points For the new document release years of 2008 and 2012, the percentages of sales for each standard are in line with eachother The sales quantity for the new documents release in the timeframe tracks the 2008 number of documents sold. 4

5 Last Year Review The approach taken last year was broad, reaching out to a large number of people. NEMA Digital o EI extra Feature Story, focusing on the images o Press Release with a link to the landing page o Banner Ad - Pre-sale ad Coming Soon before release - Promotional ad after release o Push out announcement through social media on the day of the release linking to the landing page Print o EI Magazine October article Through our Sales Organizations IHS, ANSI, Techstreet o 10% Pre-release sale on all Z535 products. o IHS Tops Docs (weekly sent to 30,00 subscribing customers) with the top selling documents. sent in August and promoted as Coming Soon ANSI Z535. o First to Market campaign ( sent to 6,000-50,000) The announced new revisions of the Z535 standard and targeted to previous buyers of Z535, as well as, previous buyers of related standards. First warm-up was sent in mid-august Second follow-up was sent just prior to the release 5

6 ANSI Z535 Updates Standards for Safety Colors and Signs Greg Winchester, NEMA Program Manager After four years of review by ANSI Z535 committees, the newest revisions of the safety standard have been released. The reviews led to a reaffirmed safety color standard (ANSI Z535.1) and revisions of the standards covering environmental and facility safety signs, signage symbols, product labels, safety tags, barricade tapes, and product literature (Z535.2, Z535.3, Z535.4, Z535.5, and Z535.6). The Z535 Safety Color Chart now bears a 2011 designation with updated and corrected information concerning ink specifications. ANSI Z535.1 Safety Colors has been released as a reaffirmation of the 2006 edition. It features: updated contact information for obtaining color tolerance charts corrections in the value/chroma specifications for safety orange properly located safety color centroids on the CIE 1931 Chromaticity Diagram updated references ANSI Z535.2 Environmental Facility and Safety Signs is now better harmonized with Z535.4, Z535.5, and Z In so doing, the concepts of accident, harm, and incident have been refined to more clearly delineate the separation of physical injury and other safety-related issues. This edition also clarifies the five types of safety signs for facilities and environments hazard alerting, notice, safety instructions, safety equipment location, and fire equipment location. ANSI Z535.3 Criteria for Safety Symbols has also been revised to eliminate an annex on safety symbol examples. Certain examples from that annex have been moved into the annex on symbol design to illustrate graphical design principles and guidelines. Another annex on evaluation of candidate safety symbols includes: ANSI Z535.4 Product Safety Signs and Labels was revised to align Z535.2, Z535.4, Z535.5, and Z As a result, Z535.4 now includes refinements to the concepts of accident, harm, and incident to clearly delineate physical injury from other safety-related issues. Z535.4 also introduces the safety instructions sign to join the existing hazard-alerting sign and safety notice sign. ANSI Z535.5 Safety Tags and Barricade Tapes (for Temporary Hazards) was similarly part of the effort to harmonize Z535.2, Z535.4, Z535.5, and Z It also has the refined concepts of accident, harm, and incident that clearly delineate physical injury from other safety-related issues (such as property damage). As Z535.4 introduces the safety instructions sign, Z535.5 introduces a safety instructions tag. ANSI Z535.6 Product Safety Information in Product Manuals, Instructions, and Other Collateral Materials was accordingly revised based on the changes made to Z535.4 for product signs and labels, as well as to Z535.2, Z535.4, and Z It uses the refined concepts of accident, harm, and incident to clearly separate physical injury issues from other safety-related issues. Z535.6 also clarifies the use of the safety alert symbol, now permitting its use in the middle of a line of text. ANSI Z535 is available as individual documents or as a set. Visit www. nema.org/stds/z535set.cfm. ei ei a table of equivalent scoring if less than 50 test subjects are used controls and safeguards if the comprehension test is administered over the internet a minimum symbol size to test when the actual symbol size is unknown an optional test question about the consequences of not following safety instructions 14 NEMA electroindustry October 2011

7 2013 Plan The approach taken last year, and for a number of years prior has been a broad brush approach, reaching out to a large number of people, attempting to increase awareness and drive use. The focus of the plan this year is narrower. This targeted approach will focus efforts on the channels which will be more precisely targeted. This will be done through 1) content creation and distribution 2) outreach 3) sales and marketing. Content Creation and Distribution The creation of content surrounding Z535 and the distribution of that content through effective channels, will be helpful in better informing the correct people Podcast Series o Each month over 6,000 people tune into a NEMA podcast. Creating a podcast series surrounding the Z535 standard creates solid, in-depth content that can be used through a variety of channels. o The series will have 7 parts one for each part of the standard and an overview section. The overview will be done by the committee chair, and the other 6 parts by the respective sub-committee chair. o The preparation and completion of the podcast will be done before any one of them is released. Then they will be released, once per week, consecutively for 7 weeks. o The podcasts will be pushed out through NEMA. Additionally though, the distribution will come from the retweets and formal distribution through Z535 committee companies and their channels. o NEMA will focus an eixtra newsletter to the campaign, which will be sent to 25K+ subscribers. EI Article o In the October 2012 electroindustry magazine there will be an article on the Z535 standard. This article will be sent to over 42K subscribers. Speaking Engagement(s) NEMA will work to line up speaking engagements for the Chairman of the ANSI Z535 Committee. This will expand the awareness and relevance of the committee and the standard. Outreach Reaching out to other organizations who are working in electrical workplace safety will be effective. Opening dialog and discussing how the use of updated Z535 will further this safety will further the standard s use and open doors to other opportunities 6

8 IEEE electrical safety in the workplace subcommittee o This group participates heavily in the NFPA 70E (Electrical Safety in the Workplace) working group, as well as the NEC (NFPA 70) National Electrical Code development. While there is an emphasis here on the petroleum and chemical industry, this will open doors. o Continued work with OSHA o NEMA GR will continue to work with OSHA and congress to assist in the adoption of the 2011/12 Z535 standards to replace the existing OSHA compliant signs from 1968 formats. o This will be the most effective use of energy and resources, with success driving implementation nationwide. o Issue Brief Sales and Marketing Using other organizations as avenues to reach out to targeted audiences IHS, ANSI, Techstreet o NEMA has agreements with these three standards sales organizations to promote and sell standards. o Z535 will again be included in mailings to targeted recipients who have purchased Z535 in the past or have purchased related standards. American Society of Safety Engineers (ASSE) o A preliminary agreement is in place with ASSE. NEMA is finalizing approval under a contractual agreement with IHS that with facilitate this to take place. o ASSE will use its own measures to promote the standard for sale through its own store. 7

9 May 2012 ISSUE: OSHA Adoption of ANSI Z535 Standards The U.S. Occupational Safety and Health Administration s (OSHA) current regulations for safety signs in the workplace are based on 71-year-old safety sign formats that are outdated and do not meet today s safety communication needs. OSHA has an opportunity to build on its efforts to advance safety in U.S. workplaces by updating its regulations to reference the American National Standards Institute (ANSI) Z535 series of standards. IMPORTANCE In the late 1930s, the American Standard Association (ASA) began work on a national standard for safety signs and published a standard in 1941 known as ASA Z35.1 Specifications for Industrial Accident Prevention Signs. This standard subsequently was revised in 1959 and 1968, with very little in the way of changes to the format and content definitions for safety signs. OSHA currently requires safety signage to meet the 1968 version of the ASA Z35.1, using color specifications included in ASA Z Marking Physical Hazards Safety Color Code. A lot has changed in America s workplaces since the original sign design parameters were defined in A wide range of U.S. industries use sophisticated equipment and technology in their processes and building control systems. New technologies have spawned entire new industries that have multifaceted potential hazards that could not have been imagined in As a result, safety signs associated with more complex workplaces must attempt to communicate critical and often more detailed safety messages to an increasingly multi-cultural workforce. The American National Standards Institute (ANSI) Z535 Committee on Safety Signs and Colors has, for more than 25 years, worked to develop a national uniform set of industry consensus standards that enable users to clearly communicate safety information. ANSI Z535 standards routinely are cited in litigation as defining the state-of-the-art when there is a question as to the adequacy of a warning. Specifically, ANSI Z Standard for Safety Colors and ANSI Z Standard for Environmental and Facility Safety Signs offer the following advantages over the ASA Z and ASA Z standards currently reference by OSHA in its regulations: better definition for the content of a safety sign improved safety sign formats differentiation between varying degrees of risk/hazard severity consistency leading to improved comprehension superior overall guidance on safety sign design Currently, OSHA allows use of ANSI Z535 standards because they share the same basis document as the present OSHA regulation. However, because this acceptance is accomplished via the de minimus situation provision, employers using the current ANSI Z535 standards still are found in violation of the existing OSHA regulations for safety signs, even though no fine is issued. Unfortunately, OSHA s use of this approach creates obstacles to the use of the more effective, modern signs. POSITION NEMA strongly supports OSHA s adoption of the ANSI Z535 series of standards (particularly ANSI Z and ANSI Z ). OSHA s incorporation of these standards by reference in its regulations will improve safety, reduce compliance uncertainty, and protect workers of all backgrounds. Contact: Sarah Owen, sarah.owen@nema.org, NEMA is the association of electrical equipment and medical imaging manufacturers. Founded in 1926 and headquartered in Arlington, VA, NEMA s approximately 400 member companies represent over 350,000 U.S. jobs and manufacture a diverse set of products including power transmission and distribution equipment, lighting systems, factory automation and control systems, and medical diagnostic imaging systems. Worldwide annual sales of NEMA-scope products exceed $120 billion. In addition to its headquarters in Arlington, Virginia, NEMA also has offices in Beijing and Mexico City National Electrical Manufacturers Association North 17 th Street, Suite 1752, Rosslyn, Virginia (703)