Concrete Promotion Resource Center

Technical Resource:

Parking Lot Strategic Plan “Road Map”
for Promotion Organizations

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The Concrete Industry Parking Lot Strategic Plan for 2007-2010 that has been adopted is dependent on regional, state and local activities for success. This outline has been created to assist state and local promotion organizations that want to support the plan through their own initiatives. Organizations are invited to take what is relevant from this guide and adapt the suggestions as appropriate.

(1) Familiarize yourself with the industry plan and market opportunity.

Documents available for review/download on the Parking Lot Strategic Plan Resource Page.
Articles and “Opportunity” PowerPoint are also available at the above link.

(2) Mobilize support among stakeholders and partners by creating opportunity awareness

and success measurement ability.

Work with appropriate members, committees, boards, RPGs and neighbors.
Focus on the conveying the parking lot opportunity in your geographic area.
Reinforce the industry ability to measure results.
Show confidence in the opportunity for results through appropriate market share increase expectations through 2010.

(3) Know Your Market.

What is concrete's current market share in your area?
Who are the decision makers and also the major influencers?
What do specifiers think or know about concrete parking lots?
What will it take to motivate them in concrete's direction?

(4) Develop a strategic plan of your own.

Invite stakeholders to participate in plan building.
Develop plans in concert with your RPG, members, partners and neighbors.
Focus on strategies that both reinforce strengths and address weaknesses.
Seek new promotion resources or consider resource reallocation.
Recognize the importance of measurement.
Build on the work of other organizations-- check out strategic planning documents of other state and local organizations at the above link.
Plan a "launch" event or series of events with stakeholders and partners to publicize your new plan and emphasize it is time for action.
Check out the online "Strategic Planning for Non-Profits" through the Free Management Library.

(5) Take advantage of available tools and services.

Utilize existing and new collateral as appropriate.
Review new programs and services created for the parking lot strategic plan, including the Concrete Parking Lot Design Assistance Program, NRMCA's "BUD" Online Lead Program, and the Specifier "Pitch" Book.
Learn and use CPA software and be listed as a qualified CPA professional.
Review information about parking lot promotion tools and services detailed on the Parking Lot Strategic Plan Resource Page.
Link to these comprehensive national Web sites from local sites to enhance specifier interest:

ConcreteParking.org PerviousPavement.org

(6) Create awareness of your plan and report progress regularly.

Someone needs to take the lead on reporting successes, finding solutions to overcome challenges and reminding stakeholders periodically about the need for ongoing effort in order to realize a successful initiative.
Utilize newsletters, press releases, presentations, etc. to gain support for the plan and for reporting progress after the plan launch.
Be ready with specifics on how members and stakeholders can support the plan.
Consider a steering committee or other mechanism for addressing the need for plan review and adaptability over time.

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