Asphalt Works!

Statewide Workforce Development Campaign | 2017 TO 2020

Integrated communications campaign including website, marketing plan, audience research, branding, messaging, statewide, radio and television advertising and communications

With a surplus of jobs and a shortage of workers, the South Carolina Asphalt Pavement Association made the decision to create a massive, statewide workforce development campaign. The association retained Flock and Rally to develop and launch this statewide campaign, launched in Spring 2019, highlighting the benefits of working in asphalt. The campaign appeals to individuals who want to join a workforce that values integrity, family and American pride, along with a pay scale that allows for advancement and building a lifelong career. Asphalt Works! reaches audience members through TV, radio, social media, billboards, and an interactive website, making it easy for potential employees to find and apply for open positions.

The Asphalt Works! campaign has been honored with a 2019 IABC/SC Palmetto Award of Excellence in Brand Communication and a 2018 SCPRSA Silver Wing of Excellence Award in Websites.