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Enhancing Communication Strategy for European Asphalt Industry

Discover the current communication situation, challenges, and innovative ideas for EAPA to boost engagement, align activities, and expand influence amidst evolving European policies. Enhance digital presence, align lobbying efforts, and develop thought-provoking content for impactful outreach.

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Enhancing Communication Strategy for European Asphalt Industry

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  1. European Asphalt Pavement Association (EAPA) ComCom-19-N002 EAPA Communication

  2. Current Situation (1) • Participation in AsphaltAdvantages campaign together with Eurobitume • Yearly budget of 50k€ (normally taken from Foundation Eurasphalt, or 50%/50% from each budget, i.e. 25k€ in EAPA budget for 2019) • Steering Group: Asphalt Advocates of EAPA (Karcher, Gross-Matthäi, Potti, Erdlen) and Eurobitume • Agency Aspect from Brussels • Preparation of content and two Campaigns in 2018, managing Website, and Social Media accounts • Providing information on Social Media by EAPA Secretariat members • Twitter: @eapa_org (700 Followers), @CarstenKarcher (500 Followers), @Egbert Beuving (200 Followers) • LinkedIn: Carsten Karcher (2.300 Followers)

  3. Current Situation (2) • Website: www.eapa.org • New website host, transfer from Turkey to the Netherlands • New layout almost finalised • New email host • Asphalt in Figures • Position Papers • Five new ones in 2017 & 2018 on EAPA Website • No (digital) communication plan / strategy of EAPA • Currently not enough manpower in EAPA Secretariat to be more active, but budget for communication available for 2019 of max. 15k€

  4. Challenges (1) • Low impact of AsphaltAdvantages campaign in last two years • Target audience? National Road Authorities and Decision Makers are local/national • No European Road Authority or European road owners existing • Limited support by national EAPA members • Only focus on four pillars and content of AsphaltAdvantages website, because of origin audience • Statistics • No significant data available to show use/interest of provided different languages • Website not really used (compared with figures of EAPA website which is 5x higher) • European users poorly represented on website

  5. Challenges (2) • Various activities inside EAPA could be better aligned • Themes of lobbying activities in Brussels • Communication of EAPA positions developed in committees • EAPA contributions to EU level activities and joint initiatives together with other associations e.g. Industry4Europe • Support of local/international activities e.g. #IRMD • Create synergies of all the above mentioned topics • Get support for EAPA Communications Work in EAPA Secretariat • EAPA Brand identity, Philosophy, EAPA Image Brochure,…

  6. Example for communication at EU level • ReducingCO2together • Joint horizontal alliance of stakeholders in the transport sector, which resulted in an alliance in road sector (EAPA, EUPave, FEHRL) • Joint Position paper • Parliamentary breakfast debate, MEP meeting in Parliament • Lobbying in Parliament e.g. MEP Ismail Ertug • Presentation at (technical and research) conferences and events of other associations, e.g. ACEA • Information spread on website, social media, newsletter etc. • Topic for the first #IRMD and E&E Event 2018

  7. Ideas (1) Create EAPA Communication Committee (EAPA ComCom) • Support the communication work of EAPA Secretariat incl. new EAPA Communications Manager • Potential Members e.g. Gross-Matthäi, Potti, Henigman, Erdlen, Karcher, EAPA Communications Manager (Helga Beuving), Hinrichs, Simms, Chaignon, Malkoc. • Goal: Proving a better communication of themes, positions and content of work of the European Asphalt Industry / EAPA

  8. Ideas (2) • Tasks of EAPA ComCom (1): • Create/Amend draft EAPA Communications Strategy • Develop a general EAPA Communications Plan for 2019/2020, including digital communications plan • Develop content and format of communications session of EAPA and E&E Events • Develop general EAPA philosophy together with DIR (TC and HSE Committees input needed too) • Create content for EAPA Image Brochure • Target European level audiences through communication/lobbying activities related to existing policies, legislation and initiatives in Brussels (optimise opportunity with elections in 2019) Don’t search a topic, it is already there! e.g. Circular Economy: “Recycling is ok, but re-use is much better!” or Industry4Europe initiatives

  9. Ideas (3) • Tasks of EAPA ComCom (2): • Discuss relevant input for EAPA Magazine • Better communication with EAPA members (Members Info, Newsletters, website,…) • Steer joint activities with Eurobitume “Public Relations and Communication (PRC) Committee“ • Joint meetings/work of EAPA ComCom and Eurobitume PCR Committee for future joint communication campaigns

  10. Ideas (4) Install EAPA Communications Manager to work alongside EAPA Secretariat (done!) • Tasks of Communications Manager to improve the visibility of EAPA in printed, digital and social media (1) • Develop content, polls, infographics, pictures to support messages on website and social media • Manage EAPA Twitter, LinkedIn and Instagram accounts • Secure high volume of Tweets etc. • Check and manage paid promotion on social media • Include roads and construction in general, create broader audience than only asphalt industry • Create regularly new content for website & optimise search engines & improve GDPR • Create a dissemination calendar as part of the digital communication plan e.g. Christmas card, adverts for EAPA Events, Info on Committee meetings, etc.

  11. Ideas (5) • Tasks of Communications Manager (2) • Support and include the communication for the Foundation Eurasphalt activities • E&E Congress 2020 • E&E Event 2022 • Built a database and library with useful content that can be re-used in future communication too(based also on already existing material from AA and EAPA) • Participate in EAPA Communication Committee • Publish output of ComCom work, knowledge dissemination • Prepare regularly newsletters and Members info instead of or additionally to magazine • Evaluation and statistics of website and social media

  12. Ideas (6) • Budget for Communications Manager/Communication for 2019: • 15 k€ + max. 25k€ from AsphaltAdvantages

  13. Joint activities w/ Eurobitume • Organise, focus and launch European activities as follow up of “Asphalt Advantages Campaign” activities • Small working group with few participants of both committees • Supported by the association’s committees, the communication managers and secretariat, and if needed by Brussels based agency Leidar (former Aspect) EAPA ExCo and DIR Meeting 21/22 November 2018 in Ljubljana

  14. Joint activities w/ Eurobitume • Proposal of tasks: • Management of existing Asphalt Advantages Website/CampaignUpdating, Maintaining, Adding new advantages (if available) and information about new topics / initiatives / mini-campaignsGo on with Social Media, Newsletter?Who will do that in the future? • Communicate on one/two selected topics a year EAPA ExCo and DIR Meeting 21/22 November 2018 in Ljubljana

  15. Joint activities w/ Eurobitume • Proposal of tasks: • Joint Mini-campaigns from “Every day life”, e.g. #asphaltrunners #runnersloveasphalt or #facesofasphalt #asphaltpeople (see #womenofasphalt) • Support Communication on • E&E Congress 2020 • E&E Event 2022 • Prepare Communication sessions at E&E Congresses and Events EAPA ExCo and DIR Meeting 21/22 November 2018 in Ljubljana

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