Entry Category: Public Relations, Integrated Communications Campaign
Entry Title and Organization: Asphalt Pavement Alliance FACT Campaign, Rizco Design
Award Received: Silver
Challenges: Conceptualizing and deploying a campaign with $84k against a competitor that has a $1 million marketing budget.
Description: Rizco Design was contracted by the APA to develop, design and deploy a strategic
marketing plan that would increase the voice and awareness of asphalt pavement. Rizco’s goal was to develop and execute a plan that would not only educate the targeted audience on the benefits of choosing asphalt pavement but also challenge the validity of the ads placed by the Portland CementAssociation (PCA).
Strategy: Instead of retaliating to attacks from the concrete industry, an educational campaign was developed to flood the market with facts that are backed with additional resources to explain each fact. The campaign’s success is based upon the SHARING of information to allow individuals to have a resource to derive their own conclusions in an unbiased way.
Tactic: Web site development, Social media integration, public relations, email marketing, Google advertising and remarketing and printed trade advertising.