Promotional Guide to PCI’s NATIONAL PRECAST MONTH September 2008 Celebration
Table of Contents
Designing with Precast and Prestressed Concrete - A Celebration of Precast ................................. 3 Why Participate in National Precast Month? .................................................................................... 4 Be an Industry Leader Differentiate Yourself from the Competition Meet the Team or Renew Acquaintances Spark Creativity/Educate Users about How to Better Specify Precast Concrete Find New Prospects Offer Credits Recruit Who to Invite .................................................................................................................................... 5 Interest Local Design Professionals and Construction Managers Make Legislators Aware Recruit Local Students Favorite Customers What to Do ........................................................................................................................................ 6 Producer Member Plant Activities PCI Support……………………………………………………………………………7 Timeline for Participation ................................................................................................................. 8 Planning the Tour ............................................................................................................................ 11 Select a Team Leader Issue Invitations Photography Announce the Tour to Employees Other Preparations The Tour Itself ................................................................................................................................ 13 Day of Tour Schedule Mapping Out the Tour Scripting the Tour Remarks Ending the Tour After the Tour Pointers for Tour Guides………………………………………………………………15 Box Lunch Program……………………………………………………………………16
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Designing with Precast and Prestressed Concrete A Celebration of Precast PCI has declared September 2008 to be National Precast Month — a special time for a national and local celebration of precast concrete. Commencing September 1, 2008, this celebration will include local events, plant and project tours, public proclamations, and recognition of precast concrete. PCI will assist with and participate in these events with individual producers, regional marketing directors, regional groups, and state associations. We would like you to plan and host one of these local events! The following information will help you plan and carry out a plant tour. As an alternative, you may wish to host a project tour rather than a plant tour using this same format.
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Why Participate in National Precast Month?
Plant tours allow you to show off a little, make a lasting impression, provide an educational opportunity, and give you an edge in selling your product. Consider the following benefits of participation in PCI’s National Precast Month tours: Be an Industry Leader Opening your plant to tours showcases you as an industry leader. You become the precast concrete expert. Your methods, staff, and product are the standard by which other products will be measured. Differentiate Yourself from the Competition Showing your expertise, the excitement about your product, the quality effort you make, and how your team works immediately sets you apart from other competing materials. Meet the Team or Renew Acquaintances Everyone talks about having strong partnerships with the building team, but you can showcase these partnerships during a tour. Invite an architect or engineer whose project is currently in progress to discuss how precast concrete works for them, how a team effort paid off, or other key benefits. Tours prove that you are one of the finest and most creative companies in the industry today. Also, putting a name and face together can be invaluable when it comes time for an architect to make a phone call when he or she is working on a project. Spark Creativity/Educate Users about How to Better Specify Precast Concrete A plant tour allows future customers to gain an understanding of product capabilities, see first hand how your facility works, and understand how current issues relate to your products. Find New Prospects Introduce young designers, interns, new customers, and prospects to precast, prestressed concrete applications and manufacturing processes. Offer Credits Offer continuing education credits to those maintaining license/registration requirements. Recruit Recruit future engineers/employees by inviting students from universities or technical schools. Partner with professors in research and development.
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Who to Invite Interest Local Design Professionals and Construction Managers You know who they are: The architect who thinks of precast concrete only for warehouses, the engineer who thinks precast concrete means just bridges, the project manager who thinks every industrial building takes at least one year to construct. Now is the time to invite those prospects in to get a real look at your capabilities and the possibilities for precast concrete. Make Legislators Aware Inviting local government officials, code officials, and state and federal legislators to tour your facility is an excellent way to demonstrate your company's impact on the community, including its contribution to the economy, the jobs it provides, and, where appropriate, its environmental efforts and successes. Recruit Local Students If you are looking for a skilled labor force, invite students from local construction management or engineering schools to be part of your program. Making them familiar with your company and the precast concrete industry will be a boost to your hiring practices when it comes time to find young talent. Favorite Customers Offer a thank you for their business over the years. Highlight new processes, systems, changes, and innovations since their last visit. If possible, showcase their projects in the yard.
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What to Do
Producer Member Plant activities Producer Members that plan to participate in this national event by hosting a plant tour should consider doing the following: Choose one day to have a plant open house during September 2008 To receive maximum national exposure for your tour, be sure to fill out the enclosed National Precast Month Plant Tour Commitment Sheet. Name the contact person to interact with PCI on the tour. Use the PCI-provided template to print and send invitations to customer mailing lists. Supply all necessary safety equipment such as glasses and hardhats. Provide signage and direct participants to safe parking areas. Serve lunch to all those who attend (see AIA course description for specific recommendations). In addition, you can: Choose a special theme, product, or market to promote such topics as precast concrete finishes, insulating walls, self-compacting concrete, housing, green or sustainable design, school construction, total precast, or other precast-related subjects. Invite PCI associate members to provide tabletop displays or demonstrations.
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PCI Support
PCI headquarters has developed a range of materials and direct support to enable all members to participate in our National Precast Month celebration, including: Creating a marketing program PCI website (tour listing and national online registration) and broadcast email that includes tour information; Handling administration, including taking reservations, sending confirmations, and sharing maps and directions (see online registration request form); Coordinating and obtaining AIA/CES credits (including completion certificates); and Providing an online tool kit that includes: o Tour checklist and explanation of contents o Lunch/catering ideas o Special exhibit/demonstration ideas o AIA/CES sign-in sheet (all attendees should use this as a sign-in sheet) o Template for AIA/CES certificate of completion o AIA/CES tour details and instructions o Template sample invitation letters o Template sample follow-up/thank-you letter o Template sample news release
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Timeline for Participation PCI ACTIONS Announce program Update online promotion guide for PCI’s National Precast Month Tour dates are announced Registrations begin—PCI website taking registrations for plant tours Tour dates are promoted on website Registrations continue—PCI website continues taking registrations for all plant tours PRODUCER ACTIONS
June June
June–July
Interested producers schedule a date for tour during September 2008 Fill out PCI tour form and return to PCI Assign tour contact/team captain If relevant, determine whether legislators will be invited and schedule tour based on their schedule Draft budget Determine program and agenda, including a theme if appropriate Contact catering/events companies for bids or requests for proposals Make decisions regarding the acquisition of tables and chairs; plates, linens, and glassware; signage or decorations; whether food will be buffet style, BBQ, or boxed lunches; microphone and podium; and check-in table Make list of invitees including guest(s) of honor, local dignitaries, and other industry colleagues three months prior to tour Use PCI invitation template to create in-house invitations
June
Registrations and initial confirmations continue
July
Registrations and initial confirmations continue
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July–Aug
Registrations continue Tour dates are promoted
Send invitations to customer list, student groups, legislators Determine program agenda, including theme Hire photographer Contact and invite local press Set up special demonstrations Choose hand-out materials, complete and send in order from PCI if necessary Consider door prizes or themed giveaways Make sure that your operations are in compliance with federal regulations— especially safety and environmental regulations! Select menus and room setups, sign contracts with catering company Mail invitations and promotional materials Company salespeople should target firms to personally invite; hand out extra invitations at all opportunities Update your company website to promote the event and link to www.pci.org for additional online registrations Create speaking points or remarks for tour guides in advance Hire photographer Plot stations or stops of importance that shouldn’t be missed for the tour or for interaction with plant personnel (e.g. QC lab)
4 to 6 Weeks Before Tour
1 Month Before Tour
August
Registration and initial confirmations continue Final registrant lists sent to plants Conduct preliminary site inspections Contact and invite local press Produce samples, mock-ups, etc. for viewing during the tour
2 Weeks Before Tour
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1 Week Before Tour
1 Day Before Tour
If possible, have a group of employees take a complete test tour with guides, and ask for reactions, suggestions, and criticisms Clean plant and make sure it is ready for tour Print copies of program agenda to hand out at door Stay in contact with catering/events company and finalize ALL details— leave nothing to chance! Once guest list is final, print name tags with name of attendee, company name, and city and state Hang signage: welcome flag, parking, restrooms, etc. Gather staff for final walk-through of how things will run on the day of event Confirm assigned duties (e.g., checkin table, photographer, escort, food coordination, and microphone) Provide one guide for about every ten visitors Meet and greet guests, have the group greeted by a top executive of the company Have registration table set up and someone ready to greet and direct all visitors Direct visitors to refreshments, hard hats, etc. Distribute evaluation/feedback forms and promotional materials Send thank-you notes to those who attended or follow up on specific projects mentioned during the tour Evaluate the plant tour carefully and objectively Send out a news release with photos to local media
Day of Tour
After Tour
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Planning the Tour Planning a plant tour is not difficult; it just calls for attention to detail before, during, and after the tour. Select a Team Leader Select a leader to coordinate the program. Choose someone who is both familiar with the operations of the plant and the people who will be involved in the tour. This person should act as the contact with PCI, coordinate registrations, and oversee lunch and dayof-event items. Issue Invitations Although PCI will promote the tour event through ASCENT magazine, the PCI website, and email, to be truly successful your company should issue invitations about six to eight weeks before the event. Use the invitation template provided by PCI to create your invitations. Provide a website address where guests can register for your tour. You may also add your contact information and take your own reservations. Consider inviting the following types of attendees to your tour: Customers Architects, engineers, and construction managers Contractors Legislators and other government officials Business organizations, including chambers of commerce Media (local press, industry magazines, and others) Students and educators Professional organizations (architects, engineers, building owners, contractors, and others) Photography Use a professional photographer, if your budget allows, to take both candid and formal shots of staff, customers, and others present. Also, if you are unable to have media present during the tour, send the local reporters a follow-up summary and photograph for their use. Announce the Tour to Employees Once the logistics have been confirmed, notify employees about the plant tour. Use your newsletter, have supervisors announce the tour, or distribute a memo. You may want to invite employees to make suggestions for the tour to help build their enthusiasm.
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Other Preparations Make sure key beds and equipment are functioning properly so that your visitors can see them in operation. Select the tour guides carefully. It is important that the guides be articulate and knowledgeable about plant operations and the company's issues, and know by name any employees the visitors are likely to meet during the tour.
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The Tour Itself Below is a suggested tour schedule that allows for two different tours in one day, with each tour sharing a common luncheon and social time. Day of Tour Schedule: 9:00 a.m. Plant Tour 1 12:00 p.m. Working lunch (both tours will have common luncheon) Box Lunch Program on the Designing with Precast and Prestressed Concrete binder Ideally the luncheon portion of your tour will consist of a box lunch program on the Designing with Precast & Prestressed Concrete binder. This program is available from PCI. As an alternative, the luncheon time might be used to describe case studies, material applications, and a general overview of how precast concrete components fit into a building system. 1:00 p.m. 4:00 p.m. Plant Tour 2 Tour ends
Mapping Out the Tour The first task is to make your guests feel welcome. The key to making the tour go smoothly is planning. Here are a few examples: Gather participants in a comfortable area. Explain what the visitors can expect. Ask all participants to sign in using a PCI-supplied AIA/CES sign-in sheet. Wait for all members of the group to arrive before starting the remarks. Introduce yourself (the speaker), tour guides, key participants, PCI regional marketing directors, etc. Keep your remarks brief but interesting. Include anecdotes about the facility and employees to add a personal touch and use appropriate humor. Call attention to specific beds, machinery, or displays the visitors will see. Explain when and how lunch will be served and point out restrooms. Clarify safety requirements and issues. Scripting the Tour Remarks The way your plant is set up will dictate the way you script your tour. Emphasize any advancements in technology, quality assurance, labor skill, and other issues that set you apart from your competition. Regardless of your audience, you will want to include the following information in your remarks: Products manufactured (what is currently being produced; what they will see that day during the tour);
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Number of people employed; Efforts on the part of your company to respond to consumers' concerns; and Projects completed.
Ending the Tour End your tour in a meeting room to provide the opportunity for final questions and handing out promotional materials. After the Tour Write thank-you letters to visitors. The letter is an opportunity to reinforce major points and to mention your company’s availability for return visits, technical help, or sales calls. Include copies of any photographs of the tour.
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Pointers for Tour Guides 1. Avoid jargon. Use familiar terms and comparisons. 2. Speak clearly. Your visitors want to hear your story. Wait until the group gathers around you at a particular stop before starting an explanation. Keep it informal; always ask for questions. Use a microphone or bullhorn where available. 3. Stay together. Keep the group together and give your time to everyone. Do not let one or two participants in the group monopolize you. 4. Introduce employees. When possible, introduce your group to the plant crew. Employees take pride in showing off their projects. 5. Watch out. Watch stragglers; their safety is one of your responsibilities. Have a second person back up the tour guide at the rear of the group to herd stragglers. 6. Find the answer. Countless questions will be asked, and you will know most of the answers. For those you don’t know, try to get answers before the visitor leaves, if possible. 7. Toot your own horn. Explain innovative production techniques or equipment in which you have invested. Point out where you have gone above and beyond what is required. Discuss good safety records, community relations activities, or awards/recognition your company has received. Highlight environmentfriendly processes, computerized tracking of products, etc.
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Designing with Precast and Prestressed Concrete Binder Box Lunch Program Program available from PCI.
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