Project: Generate public awareness surrounding a major interstate project.

Client

American Concrete Pavement Association, Montgomery Alabama

Assignment

Create widespread interest in the rehabilitation of a lengthy stretch of interstate originally paved with concrete. The American Concrete Pavement Association wanted to call attention to the length of service of the in-place concrete and the fact that the rehab with concrete, as opposed to replacement with a competitive product, was a wise use of taxpayer dollars.

Target Markets

The general public within the local community, public officials, community leaders, ALDOT, and local business owners.

Project Constraints

A limited marketing and communications budget and a difficult subject to bring to the forefront among most target audiences.

Results

A public relations campaign tagged “The Road to Success” that brought the construction of the interstate and the growth of the community together. Community businesses and the Fort Payne Chamber of Commerce were featured prominently in broadcast and publication advertising, as well as printed materials. A Fish Fry honoring the participating ALDOT Division, community businesses, and local officials capped off a three-month long promotion.

Community leaders were pleasantly surprised by the amount of attention surrounding a project on the Interstate and their local community. The reach and interest generated by the program far exceeded the client’s initial goal.