Unless you’ve been living under a rock during the last two years, you’ve probably at least heard of Roadresource.org. But your level of understanding of what this website is, what its goals are and what it has accomplished so far may not be as strong.
What is Roadresource.org? It is a website that serves as a one-stop-shop for agencies and the pavement preservation industry to learn about pavement preservation and recycling techniques, determine the right treatment for the right road at the right time, develop models for network optimization, share success stories and so much more. Roadresource.org is a joint venture among the Asphalt Emulsion Manufacturers Association (AEMA), the Asphalt Recycling & Reclaiming Association (ARRA) and the International Slurry Surfacing Association (ISSA). The website was launched in July of 2018.
To date by all measures, Roadresource.org has been a resounding success for the pavement preservation industry.
During just the third quarter of 2019, through a mixture of paid search advertising, webinars, eNewsletters, blogs, email marketing and Super User Trainings, Roadresource.org engaged nearly 11,000 users (up 283% from 2018). Those users spent an average of 2:30 seconds on the site each time they visited. Additionally, by the third quarter, 2019, RoadResource.org has gained 632 registered users. This type of user is opted-into RoadResource.org and has greater access to knowledge and valuable capabilities within the website. Registered users spent an average of nearly 10 minutes on the site per visit.
We surveyed users and found that 63% of respondents are using Roadresource.org as a source for reference information. On a scale of 1-5, users rated the below statements as 3.93 out of 5 or higher:
As a result of using Roadresource.org…
· I understand why it is important to preserve and recycle my roads
· I have been better able to communicate or explain road maintenance concepts
· I have been able to share important concepts with others in my department
Roadresource.org has hosted six webinars designed specifically for agencies, this year. In August a webinar titled, “Cost Benefit Value” was held with over 150 people participating. In September, the “Asphalt Emulsions” webinar had 229 participants. In October, the “Recycling and Reclaiming” webinar had 166 participants. On November 20th, the final 2019 webinar titled, “Pavement Preservation” was held with 121 participants.
Roadresouce.org has also amassed an email distribution list of over 8,000 contacts and regularly shares valuable information with that list. Open rates for our emails are ranging from 15% to over 35% (well above industry averages) and click-throughs from 2% to nearly 10% (also above industry averages).
We are regularly analyzing how people are using Roadresource.org to better anticipate what they’re looking for and deliver easy, helpful, accurate tools for agencies and professionals up and down the value chain. We are focused on continually improving the site and its offerings to help grow the pavement preservation industry.
What can you do to help? We’re glad you asked. Here are a few things for starters:
· Share success stories! Talk to your customer who have been successful with pavement preservation projects and help them submit a success story. Don’t want to write it? That’s okay. Contact Rick Church (firstname.lastname@example.org) or Ali Mostardo (email@example.com) and we’ll help you write it or submit using this EASY form on your own: roadresource.org/member_submissions
· Become a Super User. Super Users are trained experts on using the Roadresource.org website. They can help their customers one on one to make the most of the site. They can also make group presentations on how to get value from the site. Encourage people in your company to become Super Users. Contact Rick Church (firstname.lastname@example.org) or Ali Mostardo (email@example.com) for more information on the next Super User training sessions.
· Visit Roadresource.org. Share with us what works and what could be better. You and your customers are the audience for the site. If it’s not accomplishing something you think it should, let us know, so we can consider appropriate changes/additions to the site to make it more applicable to you and your customers.