Asphalt's Story: Performance for a Lifetime
How do we communicate asphalt's value to maintain our competitive edge? How do we promote our strengths while staying positive? NAPA's Drivability campaigns spoke to road owners about the benefits asphalt pavements offer drivers. Now, the Performance for a Lifetime campaign emphasizes the performance attributes pavement owners care about most - Value, Innovation, Flexibility and Sustainability. Performance means a lot of things to road owners: low initial cost, ease of maintenance, low life-cycle costs, the ability to keep drivers moving without delay, durability, resilience, smoothness, safety, innovation, sustainability, competitive sourcing and public preference.
Through the Go to Market effort, NAPA developed a suite of materials to help get the Performance for a Lifetime message in front of road owners. NAPA has created social media sharables, videos, advertisements, infographics, banner-ups and web banners that are free to use. Help promote the asphalt industry's positive story; use the campaign toolkit and shareable materials available here.
Here are some easy ways everyone can incorporate the Performance for a Lifetime campaign into their company's sales and promotion efforts: