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1 © Copyright 2012 Daniel J Edelman Inc. Intelligent Engagement National Perspective on the Asphalt Pavement Industry Mike Acott NAPA President Asphalt.

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Presentation on theme: "1 © Copyright 2012 Daniel J Edelman Inc. Intelligent Engagement National Perspective on the Asphalt Pavement Industry Mike Acott NAPA President Asphalt."— Presentation transcript:

1 1 © Copyright 2012 Daniel J Edelman Inc. Intelligent Engagement National Perspective on the Asphalt Pavement Industry Mike Acott NAPA President Asphalt Pavement Association of Indiana Annual Winter Conference Indianapolis, Indiana January 9, 2014

2 2 OUR MISSION IN 2013 Advance Research & Deploy Innovative Asphalt Technology Achieve Significant Progress on PEC Projects Expand APA’s Impact/Outreach Strengthen State and National Legislative Support Respond to Regulatory Threats Expand Go-To-Market Effort

3 3 Goal: Advance Research and Deploy Innovative Asphalt Technology to Enhance Performance and Reduce Cost

4 4 FHWA/NAPA COOPERATIVE AGREEMENT NAPA has been awarded a $2.5 million agreement for “Advancement of Innovative Asphalt Technology” Partnership provides a mechanism to advance innovative technologies Agreement is for 5 years, FY 2014-2018

5 5 FHWA/NAPA COOPERATIVE AGREEMENT Leverage NAPA’s expertise in leading innovation advancement including: RAP, RAS, WMA Survey for 2013 RAP Management Best Practices Recycled Tire Rubber Best Practices Mix Type Selection Guide update Thin Asphalt Overlays update LCCA Webinar?

6 6 FHWA/NAPA COOPERATIVE AGREEMENT The innovation team includes: NCAT Texas A&M Transportation Institute Advanced Asphalt Technologies Industry Consultants State Asphalt Pavement Associations

7 7 RAP, RAS & WARM MIX DEPLOYMENT 2009 2011 2012 RAP 16.2% 19.1% 19.6% National Average RAS.70 1.2 1.9 Tons Millions WMA 16.8 68.7 86.7 Tons Millions

8 8 8 WMA Usage Percentage of Total Asphalt Production in US

9 9 ASPHALT PAVEMENT RESEARCH AT NCAT Respected By Our Customers Focus on RAP, RAS, Warm Mix, Thinner Pavements, Pavement Preservation, Perpetual Pavement, etc. Recommendations on LCCA Procedures

10 10 Goal: Achieve Significant Progress on PEC Projects

11 11 PAVEMENT ECONOMICS COMMITTEE Six NAPA- SAPA Task Groups $1 Million Program Funded by NAPA & SAPAs with 100% SAPA Participation

12 12 PAVEMENT ECONOMICS COMMITTEE Six NAPA-SAPA Task Groups Pavement Design Environmental Sustainability Best Quality and Competitiveness Legislative Pavement Type Selection Pavement Preservation

13 13 PAVEMENT ECONOMICS COMMITTEE Examples of PEC Projects Optimize Pavement Design & Materials Enhance Life Cycle Assessment Software to Include Pavement Smoothness Unintended Consequences of Reflective Pavements Develop Thinlays with High Recycled Content Prevent Passage of Pavement Type Mandates at State and National Level

14 14 PEC: PVI Smoothness Study Project Objectives Michigan Technological University to compare smoothness of asphalt pavements to concrete Enhance LCA Software to Include Pavement Smoothness Methodology Use FHWA’s LTPP database to compare pvmt smoothness Identify rate of pavement deterioration (IRI) over time Results Initial results: asphalt is smoother than concrete Additional work is being conducted to relate to fuel savings

15 15 IRI vs. TIME HMA US-127 PCC US-23 IRI (m/km) Time (year)

16 16 PEC: Reflective Pavements Study Project Objectives Arizona State University Reviewed literature to identify unintended consequences Submit for publication in peer-reviewed journal Methodology Review Lawrence Berkeley Nat’l Lab’s modeling Examined for unintended consequences of reflective pvmts Results Study report posted on ASU web site ASU raises concerns about Lawrence Berkeley’s models ASU concluded that reflective pavements may have substantial negative impacts

17 17 Goal: Expand Asphalt Pavement Alliance’s Impact/Outreach

18 18 ASPHALT PAVEMENT ALLIANCE Coalition of NAPA, AI, SAPAs Sales & Field Deployment “Asphalt FACTS” Program Increased Investment in APA with $1 million budget

19 19 Goal: Strengthen State and National Legislative Support

20 20 STRENGTHEN STATE & NATIONAL LEGISLATIVE SUPPORT Implemented State Legislative Tracking System Strengthened Staff and Hired Lobbyist Firm Michele Stanley and Whitmer & Worrall Advocacy Handbook Completed Plant/Project Tours & Constituent Meetings Conducted First Asphalt Fly-In Grow NAPA PAC

21 21 LEGISLATIVE KEY MESSAGES Urge Congress to swiftly enact a six year, user-fee funded Surface Transportation Authorization bill to stabilize and grow the Highway Trust Fund Pavement design issues should be left to state engineers Reauthorize the Accelerated Implementation and Deployment of Pavement Technologies Program

22 22 Goal: Respond to Regulatory Threats

23 23 CRYSTALLINE SILICA RULE - INDUSTRY PATH FORWARD Known hazard First “PEL” in years Proposed Rule published Sept 12 th Proposed Rule requires respirators Industry is well- positioned for milling

24 24 MILLING MACHINE PARTNERSHIP 10-year Partnership includes Industry, NIOSH, and Unions Focus has been on validating engineering controls Water spray and evacuation systems effective Best Practice Guidelines available Goal is to protect workers while removing respirator requirements

25 25 OUR MISSION IN 2013 Advance Research & Deploy Innovative Technology Achieve Significant Progress on PEC Projects Expand APA’s Impact/Outreach Strengthen State and National Legislative Support Respond to Regulatory Threats Expand Go-To-Market Effort

26 26 Goal: Expand Go-To-Market Effort

27 27 GO-TO-MARKET PLAN Expand Program Expand Program Increase Financial Support Increase Financial Support Leverage Strengths of All Industry Resources – NAPA, SAPAs, APA, NCAT, AI Leverage Strengths of All Industry Resources – NAPA, SAPAs, APA, NCAT, AI Leverage the Power of the Asphalt Industry’s Grassroots Leverage the Power of the Asphalt Industry’s Grassroots

28 28 GO-TO-MARKET PLAN DEVELOPMENT Agreement with Edelman Guided by Market Research Media Analysis Rapid Response Program Leverage PEC Projects

29 29 MARKET RESEARCH Qualitative and Quantitative research, measure attitudes, and opinions State DOTs, design/build firms, tollways, public works, engineering firms In-Depth Interviews Online survey distributed to 650+ respondents - 221 responses received

30 30 RESEARCH: GENERAL FINDINGS The asphalt pavement industry is considered an important partner helping to address the issues facing agencies today. Pavements are a significant investment for agencies and they look to the industry as technical experts The asphalt industry is viewed positively Respondents are particularly interested in the cost effective advancements in pavement technologies Decision makers pay attention to driver stakeholders

31 31 MEDIA ANALYSIS Assessed Media Coverage for Asphalt and Concrete Over a 12 Month Period Metrics Include – Tone/Favorability – Key Messaging and Positioning – Topics Driving Coverage Asphalt has more media coverage than concrete

32 32 RAPID RESPONSE PROGRAM Twice weekly report with recommendations Covers earned media only Predominantly trade publications Low coverage for either side balanced mentions Coverage largely neutral Many opportunities for positive coverage

33 33 PATH FORWARD IDI’s Finalized Quantitative Survey Finalized Completed Messaging Workshop Ongoing Media Assessment Maintain Momentum With PEC Projects Go-To-Market Plan Developed Making it All Fit Together STAY TUNED!

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