2007-2012 WRMCA PARKING LOT PROMOTION INITIATIVE (PLPI)

OUR CAUSE:

Help WRMCA Members Battle the Brutality of Low Margins by Increasing Ready-Mix Demand in Wisconsin and Michigan’s Upper Peninsula.

OUR VISION:

Enrich All byMoving From Opportunity to Significant, Ongoing Gains in Market Share for Concrete Parking Lots.

OUR MISSION: Unite Industry Stakeholders for the Purpose of Expanding and Profitably Serving Markets for Concrete Parking Lots.

PLPI GOALS:

  1. To systematically develop, over a 5-year period beginning in 2007, 80 inspired concrete parking lot contractors across Wisconsin and the UP.
  2. To train and support through the WRMCA Parking Lot Promotion Academy, 16 active Wisconsin/Upper Peninsula parking lot promotion teams annually, for a total, by 2012, of 80 active teams promoting concrete parking lots across Wisconsin and the Upper Peninsula.
  3. To employ fast-track prototyping for the Initiative, through the use of existing and proposed local, regional, and national programs and resources.
  4. To double market share for concrete parking areas in Wisconsin and the Upper Peninsula by December 31, 2012.

WHY SHOULD INDUSTRY STAKEHOLDERS TAKE A NEW LOOK AT CONCRETE PARKING LOTS? Market forces about to come into play are making it possible for concrete stakeholders trained in promoting and providing parking lot paving services to claim profitable market share. Unstable world oil markets, high asphalt costs, growing enthusiasm for “green” building have created this emerging profit opportunity.

With the national associations ready to unveil new technical and promotion tools and sales training programs for promoting concrete parking lots and the advent of a WRMCA Technical Promoter, Wisconsin and UP industry stakeholders will have the technical and training support they need to move from opportunity to significant, ongoing gains in market share for concrete parking lots.

ASSOCIATE PARKING LOT AMBASSADOR (APLA) RESPONSIBILITIES: Key to uniting industry stakeholders for the purpose of expanding and profitably serving markets for concrete parking lots is the recruiting and empowering focused APLAs, a group of (ideally) 18 WRMCA associate members committed to expanding concrete parking lot market share and willing to energize their WRMCA producer-member customers and prospects to participate in the association’s PLPI.

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APLAs are responsible for creating a sense of urgency within the WRMCA producer-member community, with the goal of ONE HUNDRED PERCENT PARTICIPATION (100%) in the PLPI by the association’s 54 producer-member companies.

APLAs are in charge of energizing WRMCA producer member principals and training them and/or their staff to annually recruit the Vital Few … concrete contractors with the ability or potential to profitably provide concrete parking lot paving services.

APLA DUTIES: Associate members know their customers and prospects best and are empowered to undertake the recruitment and training of their assigned WRMCA producer members in whatever manner makes the most sense. APLAs might consider:

  1. Reviewing the PLPI materials (cover letter, brochure, DVD) created for WRMCA producer-member recruitment.
  2. Making an appointment to meet with assigned producer-member company principals to hand deliver the recruitment materials and discuss the PLPI (we hope these initial meetings can take place before June 15).
  3. Asking assigned producer-member company principals to commit to the 5-year program. Producers willing to commit to the program should contact Cherish (800.242.6298 | ). She will provide instructions and recruitment tools for the Vital Few.
  4. Agreeing (at the request of a company principal) to meet with other members of the company’s management team and/or the company’s sales and marketing staff to promote participation in the PLPI.
  5. Updating Cherish on progress made in recruiting assigned producer-member company principals by reporting by email or fax (608.250.6304) on June 1, June 8, and June 15.
  6. Helping assigned producer-member companies (as needed) to recruit the Vital Few for the December 6, 2007, Parking Lot Promotion Academy.

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