2011 Annual Report 2011 ICPI Annual Report - Final - Page 8

Communicating the Benefits of Segmental Concrete Pavement Systems An important initiative in building broader awareness is continuous communication to members, users and specifiers of segmental concrete pavements systems. ICPI communicates through its website, the Interlocking Concrete Pavement Magazine, publications and several e-newsletters for specific audiences. ICPI Website The ICPI website contin- ues as the top resource in reaching federal, state and local officials, design professionals and contractors. In 2011, the website added a “Sus- tainable News” section to the site’s home page. The new section lists recent articles from the Paver Express that highlight segmental concrete pavers and permeable interlocking concrete pavements as sustainable and environmentally friendly pavement systems. The “Sustainable News” section was added as a resource that builds on ICPI’s sustain- ability marketing plan goal to increase awareness of the environmental benefits of the interlocking concrete pavement and permeable interlocking concrete pave- ment systems. Interlocking Concrete Pavement Magazine Another key resource in increas- ing awareness of segmental concrete pavements among municipal officials and design professionals is the Interlocking Concrete Pavement Magazine. In 2011, the magazine was dis- tributed quarterly to more than 23,000 industry professionals. Additionally, a Marketing Com- mittee task group conducted a complete review of the Interlocking Concrete Pavement Magazine for purpose, content, circulation, advertising and ICPI Strategic Plan alignment. To clarify the purpose and the intended audi- ence of the magazine, the task group developed the following goal statement: To increase awareness of interlocking concrete pavement and permeable interlocking concrete pavement systems highlighting projects that 6 support the industrial, commercial, institutional and municipal (ICIM) markets. The magazine communicates construction best practices and association resources to design professionals and contractors. Another 2011 enhancement for the magazine in- cluded Market Place advertising. Market Place advertising includes smaller ads grouped together on a page usually near the back of a publication. This type of advertising will open the magazine up to new advertisers who may not be able to afford display advertising. Publications and Resources As the leading technical organization on segmental con- crete pavement systems in North America, ICPI provides a wealth of tools and resources available to help market and sell more interlocking concrete pavements, expand industry knowledge, and stay on the forefront of indus- try best practices. To further support the strategic plan, ICPI introduced a number of new and revised publica- tions and resources focused on educating the municipal and commercial markets on the benefits of segmental concrete pavements and permeable interlocking con- crete pavement systems. ICIM Marketing Resources New “themed” fact sheets explain the features, advantages and benefits of interlocking concrete pavements and perme- able interlocking concrete pavements. Each promotes a different focus including aesthetics, sustainability and durability. Each of the one-page fact sheets are an affordable and attractive “hand-out” to leave behind when talking with design professionals, architects, engi- neers, landscape architects, commercial developers and municipal officials. Morton Arboretum Case Study Morton Arboretum located in Lisle, IL is the site of a 173,000 sf permeable interlocking concrete pavement park- ing lot. The parking lot has proven to be an innovative stormwater best management practice (BMP). The case study serves as an important member tool in presentations to demonstrate how PICP is used to promote BMPs for stormwater management. ICPI Annual Report 2011