Joe Hanneman Portfolio 2014

PROFESSIONALPORTFOLIO
COMMUNICATION STRATEGY MARKETING JOURNALISM

RESEARCH VIDEO AUDIO PHOTOGRAPHY TRADE SHOWS
MEDIA RELATIONS SCRIPT WRITING TESTIMONIALS
WEB DESIGN ADVERTISING EVENT MANAGEMENT COPYWRITING
S T R A T E G I S O N E L L C 69
IRONINTELLIGENCE COMPANYREPORT IRONINTELLIGENCE COMPANYREPORT
Ash Grove Cement Co.
125-year-old company continues its expansion
with cement-production plants, distribution
W
ITH DEMAND FOR PORTLAND AND MASONRY CEMENT at
record highs in North America, Ash Grove Cement Co. is one
of the big industry players committed to expanding home-
grown production capacity. The Kansas-based firm plans to build a
major cement-production plant on land owned by the Moapa Band of
the Paiute Indians, about 35 miles northeast of Las Vegas. The $250
million facility will add 1.5 million tons of cement production per year,
part of the industrys 20 percent capacity expansion by 2010.
Business Description
The fifth-largest cement producer in the United States, Ash Grove
Cement Co. operates 21 cement terminals, nine cement plants and
one lime plant in nine states. Its major quarry operations are in
Blubber Bay, British Columbia in Canada.
The company is spending $190 million to add 700,000 tons of
capacity at its plant in Foreman, Ark., and purchased an 54,000-
ton-capacity terminal in Portland, Ore., that will allow it to import
cement from China and India. Its joint venture with Alamo Cement
Co. is building a $42 million, 175,000-ton-capacity terminal at the
Houston Ship Channel.
Ash Grove has been owned by the Sunderland family since 1909,
although the company dates to 1882 when it was called the Ash
Grove White Lime Association.
Key Competitors
CEMEX Holcim (U.S.)
Lafarge North America Rinker Materials
Vulcan Materials Buzzi Unicem USA
CRH Eagle Materials
Florida Rock U.S. Concrete
Mergers & Acquisitions
Lyman-Richey Corp., 2000
Financial Summary
Net worth estimated at $1 billion
Dun & Bradstreet rates financials as Strong
Scores very low on D&B Financial Stress Summary index
2005 Revenue $921 million
Revenue Trends 1 yr. + 12%
2 yr. + 32%
Employees 2,600
Locations 9 cement plants,
1 lime plant, 1
major quarry
Material Volume 7.8 million tons of
cement annually
Current Ratio 4.6
Total Assets $1.4 billion
Total Liabilities $1.4 billion
BY THE NUMBERS
REVENUE TRENDS
2003 2004
0.9
0.5
$ Billions
11011 Cody St.
Shawnee Mission, KS 66210
Charles Sunderland, chairman & CEO
www.ashgrove.com
2005
0.4
0.6
Ownership: Private
72% of controlling stock
owned by Sunderland family
OUTLOOK:
POSITIVE
+
1.0
68 S T R A T E G I S O N E L L C
0.7
0.8
STORY AND PHOTOS
BY JOE HANNEMAN
BRITISH
COLUMBIA
FROM SEA
TO SKY
ON A STAGE
(continues)
F
EW PLACES ON EARTH CAN RIVAL THE NATURAL
BEAUTY OF WESTERN CANADA, WITH ITS ICE-CAPPED
MOUTAIN PEAKS, serene glacial lakes, Pacic fords and sweep-
ing forests. Te western edge of North America is known as the Sea to Sky
Region, and it is aptly named. In just a short drive along British Columbias
coastline, you can marvel at the glassy, still waters of Howe Sound, rise up
along miles of mountainous granite formations to the towering stands of r,
hemlock and cedar that carpet the Coast Mountains.
4 5
PROFESSIONALPORTFOLIO
I
t is a notable challenge to fairly represent more than 30 years of professional work in
journalism, marketing and communications. This portfolio is designed to be a menu rather than
an encyclopedia. Sample the work of Joseph M. Hanneman on the following pages, and you will
have a good taste for his work.
VIDEO
PORTFOLIO REVIEW OF JOSEPH M. HANNEMAN
WEBDESIGN
GRAPHICDESIGN
WRITING
PHOTOGRAPHY RESUME
MARKETRESEARCH
PUBLICRELATIONS
COMMUNICATIONLEADERSHIP
J
OE HANNEMANS PROFESSIONAL WORK in report-
ing, writing, marketing and communications spans
more than three decades and covers much of
the globe. As a reporter, marketing director, vice presi-
dent and business owner, he has worked to create
frst-class communication materials for employers
and clients around the world.
A photo and video shoot on the Sunshine Coast of
British Columbia took him and photographer Chris
Duzysnki up a steep logging conveyor that hovered
over the bay below. They scrambled up a steep rock
face in Houston County, Minn., to capture a dramatic
sunset shot of a motor grader on a rural gravel road.
Hanneman organized and ran two excavator customer
events for Volvo Construction Equipment, held aboard
Royal Caribbean cruise ships that visited the Do-
minican Republic, the Bahamas, the Cayman Islands,
Aruba and St. Thomas, U.S. Virgin Islands.
To prepare for a major product launch for a global
equipment client, he traveled to Changwon and
Seoul, South Korea, and Konz, Germany, to
participate in confdential briefngs by company
engineers and top executives. He has supported
clients and their booths at trade shows in Las Vegas
and Chicago.
He led marketing teams in the feld to capture video
and photos, interview customers and develop PR
and marketing collateral. These projects meant
frequent trips to Texas, Florida, California, Nevada,
North Carolina, Louisiana, Michigan, Illinois and other
states. He worked with top trade media editors to
place cover stories and photos on behalf of clients in
construction and consumer electronics.
No matter the kind of work, Hannemans hallmarks
led the way with careful planning, attention to detail,
integrity, quality and outstanding customer and client
service.
Milwaukee-based videographer Rick Kallien
of Pixelbox Visual Design shoots footage of a
NASCAR open house event in Peachtree City, Ga.
Joe Hanneman has worked with several talented
videographers. On those projects, he does
planning and shoot direction.
T
he artful combination of moving pictures, audio and music can transform a story, evoke strong
emotion and leave a lasting impression. Moving visual imagery has a unique power that has
advantages over still images, drawings or the written word. Whether the subject is construction,
manufacturing or the subtle themes of a book, these video examples show how the messages are
strengthened by the medium.
VIDEOPRODUCTION
ICPDIRECTADVANTAGEYOU
VIDEO
INTERNATIONAL CONSTRUCTION
PRODUCTS LLC
LAUNCHVIDEO
A new company, International
Construction Products, needed an
video to introduce itself to trade
media and potential customers at
the Western Hemispheres biggest
trade show, CONEXPO.
CHALLENGE Create excitement and
enthusiasm for a new equipment
company and buying platform,
without the luxury of a large video
or photo library.
STRATEGY Combine brand logos
from the companys print materials
with animation, still photos and vid-
eo. We used an outer space theme
to show the equipment world was
about to be turned upside down.
RESULT Extensive media coverage
of company launch in magazines,
television and web sites.
WATCH IT ONLINE: http://bit.ly/1kiCgTT
EXCAVATORTIME-LAPSE
VIDEO
EXPLANATORY
Sany America Inc., a manufacturer
of heavy construction equipment,
assembles hydraulic excavators at
its plant south of Atlanta.
CHALLENGE Develop a quick-
cost-effective way to showcase the
excavator assembly process.
STRATEGY Set up an HD camera
on a tripod to take time-lapse foot-
age of one excavator, coupled with
a wide variety of B-roll footage from
around the factory.
RESULT The two-minute video is
a quick tour of the manufacturing
process used to create these 23-
ton earthmovers. The operations di-
rector used the video with vendors
and in training programs.
SANY AMERICA INC.
WATCH IT ONLINE: http://bit.ly/1yt3w4s
A70-TONDOWNPAYMENT
VOLVO CONSTRUCTION EQUIPMENT
PROMOVIDEO
Volvo Construction Equipment
needed a high-impact video on its
new EC700B excavator to show to
international editors at the Con-
Expo trade show.
CHALLENGE Take footage from
many sources around the world
and create a dynamic product
launch video for CONEXPO.
STRATEGY I made rough-edit se-
lections, wrote the script, hired the
voice talent and video editor.
RESULT Volvo CE president Tony
Helsham showed the 2-minute
video to 130 journalists to open
his press conference. The response
was very enthusiastic.
WATCH IT ONLINE: http://bit.ly/1oJyeW1
VIDEO
TVCOMMERCIAL
A small Wisconsin auto shop
wanted to promote its personal
customer care to distinguish itself
from competitors.
CHALLENGE Give an auto shop a
personal touch; show how custom-
er care makes a difference.
STRATEGY Use customer testi-
monials along with clips from the
owner, set over strong B-roll of work
being done in the shop.
RESULT A visually appealing
30-second spot that made the
strong point about trusting your
mechanic and how important it
is to care for your vehicle. Owner
received good feedback.
SMALL-TOWN
SERVICE
BEL-AIR MOTORS KENOSHA
WATCH IT ONLINE: http://bit.ly/Vhmcr7
VIDEO
KEEPCHRISTINCHRISTMAS
KNIGHTS OF COLUMBUS WISCONSIN
TVCOMMERCIAL
Wisconsin Knights of Columbus
wanted its own Keep Christ in
Christmas television spot, bet-
ter suited to the message than
the stock version offered by the
national K of C organization.
CHALLENGE Develop a 30-second
spot true to the Christmas mes-
sage, with no video or photos being
supplied by the client.
STRATEGY Use still images from
the Incarnation Dome at the Ba-
silica of the National Shrine of the
Immaculate Conception in Wash-
ington, D.C. (The mural was funded
by the Knights of Columbus.)
RESULT A touching commercial
that airs annually in December on
dozens of cable networks in south-
eastern Wisconsin.
WATCH IT ONLINE: http://bit.ly/1prsH6B
P
H
O
T
O

C
O
U
R
T
E
S
Y

O
F

M
A
T
T
H
E
W

B
A
R
R
I
C
K
VIDEO
BOOKTRAILER
S+One Publishing needed an on-
line promotional book trailer.
CHALLENGE Create a video with
polish and impact with almost
no budget and no time to shoot
custom creative footage.
BOOKTRAILER
THE JOURNEY
HOME
STRATEGY Use existing company-
shot images and photos from the
book to create an emotional trailer
that asked many of the big questions
that are answered in the book.
RESULT Beautiful trailer with high
impact photos and Ken Burns mo-
tion effects made for a polished,
professional book trailer.
The video trailer is hosted on the
books web site, journeyhome-
story.com, Amazon.com, YouTube,
Goodreads.com and other book-
related web sites.
WATCH IT ONLINE: http://bit.ly/1oJ23kJ
VIDEO
INTERACTIVEPIPELAYER
VOLVO CONSTRUCTION EQUIPMENT TRAININGDVD
sought a way to train staff on
operation of a brand-new type of
equipment: the pipelayer.
CHALLENGE Shoot video of dozens
of topics and functions related to
the machine and package it in a
user-friendly manner.
STRATEGY Allow users to click
anywhere on an image of the pipe-
layer to bring up explanatory videos
showing each topic.
RESULT A single DVD presentation
presented all major topics related
to the new pipelayer in easy-to-di-
gest sections. Client was extremely
pleased.
VIDEO
JOB-SITEB-ROLL
Katt Construction wanted to docu-
ment its work in building a large
frozen-foods warehouse in Racine
County, Wis.
CHALLENGE Capture a wide variety
of video showing different construc-
JOB-SITE
VIDEOFOOTAGE
KATT
CONSTRUCTION
tion activity on site while working
within a very tight budget.
STRATEGY Spend two days on the
job site getting the widest variety of
footage possible, then assemble into
a polished B-roll that can be shown
to Katt clients.
RESULT Two B-roll videos were cre-
ated: one showing a crane lift of a
17,000-pound steel frame, and the
other documenting creation of the
huge concrete foor in the freezer/
warehouse. Client was delighted
with the DVDs.
WATCH IT ONLINE: http://bit.ly/1l3W13q
WATCH IT ONLINE: http://bit.ly/1psBncQ
VIDEO
THEPOWEROFMORE
PRODUCTOVERVIEW
wanted a good overview video of
its new B-Series excavators to use
at a meeting of its feld staff and
dealers.
CHALLENGE Provide a wide-rang-
ing overview of the advantages of
the B-Series excavators while not
using too much time.
STRATEGY Shoot a vast array of
footage on Volvo job sites across
North America: roads, residential,
commercial, heavy construction
and more.
RESULT Strong visuals combined
with an upbeat music track and
rich voiceover made the video a
quick study of the B-Series. Volvo
staff expressed great enthusiasm
at the event.
WATCH IT ONLINE: http://bit.ly/1uOjaaf
VIDEO
H
ow we communicate messages to the audience relies on our best ideas, art elements, colors,
typography, copy and so much more. These design samples span the universe of business-to-
business projects, with a few business-to-consumer pieces mixed in.
GRAPHICDESIGN
CUSTOMERMAGAZINE
MAGAZINEDESIGN
Equipment manufacturer Sany
America was seeking a way to
better connect with customers and
prospects.
CHALLENGE Create an appealing
customer-focused magazine on a
short timeline; to be launched at a
NASCAR event in Atlanta.
STRATEGY Use NASCAR spon-
sorship to develop a cover story
on dealers and customers at the
races.
RESULT The inaugural issue of
SanyWorks featured high-impact
photography, an insiders look at
the Tommy Baldwin race team, and
an assessment of how this kind of
event marketing benefts customers
and dealers.
DESIGN
BRANDDEVELOPMENT
CORPORATEIDENTITY
International Construction Products was
unknown in the construction equipment world
with a major trade show just 60 days away.
CHALLENGE Develop and execute a brand
identity across a wide array of marketing
vehicles, with a very short timeline and tight
budgets. Handle all assignments internally.
STRATEGY Create the brand mark frst, then
a corporate look and color scheme. Quickly
apply to print, web and multimedia projects.
RESULT An impressive company introduction
at the huge CONEXPO trade show in Las
Vegas. The brand look was applied to sales
brochures, point-of-sale magnets, pricing
posters, brochures, a web site, business cards,
stationery, a video, multimedia presentations,
news releases and more..
DESIGN
YOUR TOTAL ADVANTAGE
Heavy-equipment buyers need more than just quality
machines. They need reliable support and parts
from a trusted partner. ICP delivers global brands
and world-class support. Advantage You.
4.6 YARD LOADER .......... $142,500
3.0 YARD LOADER .......... $103,000
23-TON EXCAVATOR ....... $142,500
15-TON EXCAVATOR ....... $116,500
NEW MACHINES
100-PT INSPECTED
3-YEAR WARRANTY
FREE TELEMATICS
BUY ONLINE
AMERICAN SUPPORT
SMALL PRICE,
BIG SUPPORT
BECOME PART OF THE
ICP DEALER NETWORK!
Send inquiries to info@icpdirect.com
Press Event
Wednesday, March 5
North Hall N249-251
the best way to buy and
support heavy equipment
YOU ARE INVITED to the launch of a frst-of-its-kind platform to
bring emerging Asian equipment brands to Western markets. Great
equipment. Western best practices.Total support. Prices 30% to 45%
below leading brands. Meet International Construction Products.
Join us for the unveiling of the ICP Direct online marketplace, and
the introduction of Lonking equipment to North America.
Wes Lee
CHIEF EXECUTIVE OFFICER
Tim Frank
CHAIRMAN
Online. Direct. Trusted.
PERSPECTIVEMAGAZINE
MAGAZINEDESIGN
The goal was to take a fairly new alumni
magazine and strengthen its appeal
through more engaging content and
strong design.
CHALLENGE Provide strong journalistic
content in an in-house communication
medium not known for conveying serious
information.
STRATEGY Seek out compelling stories
from alumni and the university; stories
that would stand alone in any media
outlet. Combine that with award-winning
photojournalism.
RESULT Reader surveys showed that
alumni found the magazine design very
appealing and attractive. We continued
to push the quality content and strong
design with good results. Feedback was
positive throughout the eight-year run of
the magazine.
DESIGN
MIGHTYIRONMAGAZINE
MAGAZINEDESIGN
Strategis One often developed
customer stories that were pitched
to industry trade media. Some-
times the stories did not run, or
the presentation was not very
professional. We wanted to reward
customers by putting their stories in
an attractive, high-impact magazine
format that they would be proud to
share with their audiences.
CHALLENGE Create mini-issues of a
magazine for each major customer
visit.
STRATEGY Combine strong pho-
tography with well-written feature
stories to showcase job sites and
people.
RESULT Customers were delighted
to have something to frame and
post on offce walls. Presentation
was superior to what appeared in
trade media outlets.
STORY AND PHOTOS
BY JOE HANNEMAN
BRITISH
COLUMBIA
FROM SEA
TO SKY
O
N
A STAG
E
(continues)
F
EW PLACES ON EARTH CAN RIVAL THE NATURAL
BEAUTY OF WESTERN CANADA, WITH ITS ICE-CAPPED
MOUTAIN PEAKS, serene glacial lakes, Pacic fords and sweep-
ing forests. Te western edge of North America is known as the Sea to Sky
Region, and it is aptly named. In just a short drive along British Columbias
coastline, you can marvel at the glassy, still waters of Howe Sound, rise up
along miles of mountainous granite formations to the towering stands of r,
hemlock and cedar that carpet the Coast Mountains.
4 5
MIGHTY IRON
Olympic
Muscle
BRITISH COLUMBIA BUILDS TOWARD 2010 WINTER GAMES
CONSTRUCTION MACHINES AT WORK www.mightyiron.com
2 3
FLEET OF VOLVO ARTICS AND WHEEL LOADERS
KEEPS LATTIMORE MATERIALS WELL STOCKED
M
cKINNEY, Texas It has often
been said, Everything is bigger
in Texas.
With 254 counties and nearly 22.5
million people, it is the second most
populous of the United States. A
border spanning nearly 2,900 miles
contains 268,561 square miles of land
and water, making Texas big enough
to be its own country.
Texas is known for thinking big
and building big. Its construction
market for roads, bridges, residential
homes, commercial buildings and
public works projects spurs massive
and growing demand for raw
materials.
Some of the worlds biggest
construction contractors operate on
the high plains around Dallas-Fort
Worth. Teir high-rise buildings,
six-lane concrete ribbons and
soaring bridges only get built if
there is a reliable supply of concrete,
rock and sand. Filling that need is a
longstanding passion for John Victor
Lattimore Jr. and his family-run
materials company.
A self-described road hand who
grew up watching his grandfather and
By JOE HANNEMAN / Photos by CHRIS DUZYNSKI
(continues)
BIG DEMAND ON THE
Texas
PLAINS
DESIGN
catholic filmmaker
steve ray
SEPTEMBER 26, 2009 7 P.M.
ST. RITA SCHOOL GYMNASIUM
FOOTPRINTS@KOFC697.ORG
EVENTS SPONSORED BY:
FREE-WILL OFFERING REQUESTED AT ALL EVENTS TO BENEFIT RACINE CATHOLIC FOOD PANTRY
7 P.M. FILM SCREENING, ST. RITA CATHOLIC SCHOOL GYMNASIUM, 4339 DOUGLAS AVE.
5 P.M. DOORS OPEN FOR IGNATIUS PRESS BOOKSTORE: BOOKS, DVDs, GIFTS!
SEPT. 12: Peter: Keeper of the Keys
SEPT. 19: Jesus: The Word Became Flesh
PLUS: FOOTPRINTS OF GOD
MOVIE NIGHTS !
262-995-7428
FREE TICKETS:
the word became flesh
saturday, september 19 7 p.m.
st. rita catholic school, 4433 douglas Ave.
free-will offering requested of non-perishable food items
or cash donation to benefit racine catholic food pantry
come early for ignatius press bookstore
Jesus:

F
O
G
2
0
0
9
0
9
1
9
1
4
6
MOVIE NIGHTS !
DOORS OPEN 5 P.M.
E
V
E
N
T
S
P
O
N
S
O
R
E
D
B
Y
:
Jesus:

F
O
G
2
0
0
9
0
9
1
9
1
4
7
MOVIE NIGHTS !
DOORS OPEN 5 P.M.
E
V
E
N
T
S
P
O
N
S
O
R
E
D
B
Y
:
Jesus:

F
O
G
2
0
0
9
0
9
1
9
1
4
8
MOVIE NIGHTS !
DOORS OPEN 5 P.M.
E
V
E
N
T
S
P
O
N
S
O
R
E
D
B
Y
:
Jesus:

F
O
G
2
0
0
9
0
9
1
9
1
4
9
MOVIE NIGHTS !
DOORS OPEN 5 P.M.
E
V
E
N
T
S
P
O
N
S
O
R
E
D
B
Y
:
Jesus:

F
O
G
2
0
0
9
0
9
1
9
1
5
0
MOVIE NIGHTS !
DOORS OPEN 5 P.M.
E
V
E
N
T
S
P
O
N
S
O
R
E
D
B
Y
:
CATHOLIC FILMMAKER STEVE RAY
7 P.M. SAT. SEPT. 26 AT ST. RITA!
FILMMAKEREVENTMARKETING
EVENTPROMOTIONS
With Catholic flmmaker Stephen K. Ray scheduled to
speak at a fund-raiser for the local food pantry, organiz-
ers wanted a television spot and printed collateral, but
had no budget.
CHALLENGE Develop a 30-second spot, posters, tickets
and more using available art elements (with no budget).
STRATEGY Capture video clips from Steve Rays many
DVDs and use in-house voice talent and production.
RESULT We produced a nice broadcast commercial,
promotional posters, tickets, signage and more for event
organizers. All production and related costs were donated
to the cause.
DESIGN
F
or many centuries, the written word has been the primary vehicle for conveying ideas, telling
stories and preserving history. Whether it is the Bible, the latest fction novel or the headline on
a billboard over the highway, the environment is replete with examples of the power of words. My
frst professional love has always been writing. The written story has untold power to move, inform
and inspire.
WRITING
M
AJ. JOSEPH SMALL III GREW CONCERNED as he peered out the windshield of
his U.S. Marine Corps OV-10 Bronco reconnaissance plane, cruising low over
enemy territory just inside Kuwait.
It was early afternoon, Feb. 25, 1991, the second day of the Allied ground war. It was
an all-out assault against Saddam Husseins Iraqi forces, who held the tiny oil-rich
nation with an iron grip. But unlike the clear skies on the frst day of the ground of-
fensive, the weather had turned ominous.
Small lowered his twin-engine turboprop plane to about 4,500 feet. He was just
beneath the low, stormy cloud ceiling and in the midst of thick, sooty smoke from the
oil-well fres that scorched the earth below.
He didnt like being this low in a plane that few only about one-fourth the speed of a
U. S. fghter jet. Hed been the target of two Iraqi surface-to-air missiles on a previous
mission, but was never low enough to really worry about being hit.
Today was different.
Small and his aerial observer, Marine Corps Capt. David Spellacy, were searching for
an Iraqi tank column that had slowed the advance of the 1st Marine Divisions 1st
Tank Battalion into southwest Kuwait.
They set up a search pattern, and planned to call in air and artillery strikes on the
tanks once they found them. While Spellacy surveyed the desert foor below, Small
WRITING
kept jinking the plane in erratic movements, hoping to make the aircraft a diffcult
target for Iraqi gunners.
After a few minutes of searching, they came upon a large, trench complex dug into
the sand below. They were close enough to see soldiers moving about on the ground.
SMALL QUICKLY REALIZED HED STUMBLED ONTO A HORNETS NEST of Iraqi troops,
and was fying low enough to get stung. While Spellacy took down target coordinates,
Small thought about getting the plane out of there.
It was too late.
Screaming from the ground at 5 oclock, a shoulder-
launched surface-to-air missile ripped into the right
wing, killing Spellacy and crippling the aircraft.
I remember a loud explosion, Small said. It felt like
a giant hand came out and smacked the airplane, like
swatting a fy. I remember a brilliant, white light, coming
from somewhere. The airplane was instantly, completely
out of control.
Not knowing Spellacys condition, or that the planes
right wing had been blown off, Small tried to regain
control of the craft. It didnt work. Racing against time,
Small pulled the eject handle. Within a second, both
men rocketed free of the crippled airplane, 3-5 miles
inside enemy territory.
I dont remember any noise, Small said. My next conscious thought was when I was
under the parachute.
Smalls duty in Operation Desert Storm was the frst combat assignment for the Ra-
cine native and 1975 UW-Parkside graduate. Hed arrived in Saudi Arabia on the frst
day of the air war, Jan. 17, with Marine Observation Squadron 1 from New River, N.C.
Typically, he few one mission per day. Hed leave the airstrip near the port city of
Jubayl each day for a 4-hour fight, mostly patrolling the Kuwait-Saudi border and
mapping enemy tank and troop locations.
IT WAS A LONG WAY FROM TINY SYLVANIA AIRPORT in Racine County, where Small
fulflled his dream of earning a pilots license on the day he graduated from UW-Park-
side in December 1975.
READ THE FULL STORY ONLINE: HTTP://TINYURL.COM/QAQGS7P
WRITING
6 PERSPECTIVE, Spring1993 PERSPECTIVE, Spring1993 7
up a darkened Highway 6, which would within
two days become known as the Highway of
Death, as Allied pilots destroyed scores of
retreating Iraqi vehicles.
During the next interrogation, Small was not
beaten, but was threatened with death if he didnt
cooperate.
God w as on my s i de
The next morning, Small was put into a car
and driven to Baghdad. He was afraid during the
daylong drive afraid that U.S. planes might
spot them on the highway and bomb the vehicle.
Luckily for him, the weather was bad and no
planes were visible.
Again, Small said, God was on my side.
He kept the weather bad. Had the weather been
nicer, Im sure we wouldnt have made it.
Small endured one last round of questioning
before being sent to a POW prison. Guards who
led him to the questioning hit him in the head,
and purposely made him walk into walls or trip
on the stairs.
He was unsure what the Iraqis had in store for
him. He had seen the pictures of captured Allied
soldiers on CNN, soldiers whod been beaten
bloody and forced to read statements condemn-
ing the war. He knew what could happen.
Evidently, the sound of my
aircraft crashing got them out of
their holes. Why they didnt shoot
to this day I dont know.
They w ant t o k i l l y ou
After disarming him and remov-
ing his survival vest at gunpoint,
the soldiers put Small in a land
rover and drove north. A soldier
in the front seat had his rifle
pointed at Smalls face. A rival
group of soldiers in another
vehicle tried to run them off
the road. Small looked to one
of his captors for a clue to what
was happening.
He looked at me and said, Theyre crazy.
They want to kill you.
Small was taken to an underground bunker
complex several miles away. He waited about
45 minutes as the Iraqis figured out what to do
with him. One of the soldiers held a cigarette to
his mouth for a few puffs. After taking his flight
suit and gear, they dragged him up the stairs and
stuffed him into another vehicle.
This time, the destination was Kuwait City. At
a building in the center of the Kuwaiti capital,
Then the questions ended. Small was taken to
a dark, cold prison and left in a cell by himself.
It had been 30 hours since he was shot down,
and the impact of his ordeal caught up with him.
He sat in his cell and wept.
He found only restless sleep that night, on
a small square of foam padding that served as a
bed. The night was interrupted by U.S. air raids
that drew loud anti-aircraft fire from inside the
prison compound.
Mak i ng peac e
Having hit rock bottom emotionally, Small sat
in his 12-by-12 cell and prayed. It was about the
only comfort hed found since being captured.
He was making peace with God.
I figured that was it; I was done.
Although his cell door had a blanket draped
over it to keep him from seeing out, Small on
occasion heard muffled whispers from other cells.
At one point, he heard his name whispered. Some-
one must have heard him announce his name to
the guards when he came in the night before.
In between visits by his captors, Small
discovered there were five other Allied pilots in
his wing of the prison. Slowly, they exchanged
information in whispers. He filled them in on the
progress of the war. A couple days later, two more
the soldiers sat Small in the center of a room for
another round of interrogation. The cloth strips
used to bind his hands dug into his wrists,
causing deep lacerations.
The beating started off with cuffs to the ears
and back of the head. They administered what
Small called a pretty good whooping, but they
never struck him in the face. After being led into
another room, he was whipped with what he
believed was a firehose. One soldier hit him in the
back of the head so hard it knocked him out cold.
I figured they were going to beat me, then
shoot me, he said.
Small remembered what he had read about
POWs in Vietnam, and how American soldiers
answered questions by being vague or telling lies.
It was a technique he would use often during his
interrogation; a technique he later credited with
saving his life.
When the Iraqis found his flight map among
his belongings and began questioning him about
what it meant, Small said he told the biggest,
grandest lie I think Ive ever told in my entire
life. It worked.
After that session ended, Small was again
loaded into a vehicle and driven from Kuwait
City to Basra in southern Iraq, headquarters of
Saddams elite Republican Guard. They traveled
Small is welcomed home

to Andrews Air Force
Base. Below, Smalls
squadron flew into Saudi
Arabia before the air
war started in January.
HE WAS UNSURE
WHAT THE IRAQIS
HAD IN STORE FOR
HIM. HE HAD SEEN
THE PICTURES OF
CAPTURED ALLIED
SOLDIERS ON
CNN, SOLDIERS
WHOD BEEN
BEATEN BLOODY
AND FORCED TO
READ STATEMENTS
CONDEMNINGTHE
WAR. HE KNEW
WHAT COULD
HAPPEN.
Small snapped this shot of a fellow aviator from
the cockpit of his OV-10 Bronco.
TRUNGSFLIGHTTOFREEDOM
A
s Trung Pham stood in a darkened house near Vietnams Mekong River in March
1983, he did not know the risks he would face during his escape, but he was
determined to fee the Communist country.
Then 15, Pham had to choose between leaving his homeland and family, or being
drafted into a life in the Vietnamese army.
Not being a believer in Communism or having any desire to fght in Cambodia, Pham,
at the urging his family, decided to run.
Huddled in the house at 4 a.m., Pham sat clutching a bag of food, some clothes and
a ring -- waiting for a paid guide to lead him and other would-be refugees to a waiting
boat.
I kept thinking, What if hes not coming back, what am I going to do? I have no
money, said Pham, now a student at the University of Wisconsin-Parkside.
Spent time in jail
Pham had tried to escape Vietnam several times before. Once, he was caught and
jailed for two months.
His mother was jailed for one year for trying to escape, and was released only after
his father sold family possessions for bail money.
On the long night that March, Pham had no guarantee the man his family paid to get
him out of Vietnam would honor the deal. But he did.
It was scary, Pham said, We didnt know where he was leading us to. It was dark,
completely dark. They just drove us in the middle of the night.
That night began a nearly year-long odyssey that led Pham away from his mother,
sister and native Saigon to Racine, a city he knew little about.
Pham and his younger brother joined four brothers here who had fed to the United
States. Pham, 20, graduated from Park High School and now plans to study biomedi-
cal science at UW-Parkside.
The years since leaving Vietnam were not easy. Pham struggled to learn English, deal
with the stark cultural differences and recover from the deaths of his oldest brother
and father.
READ THE FULL STORY ONLINE: HTTP://TINYURL.COM/MV3HEC7
WRITING
FROM THE FORTHCOMING BOOK, SHOTGUN JUSTICE
F
ROM HIS EARLIEST DAYS, LYALL T. WRIGHT WAS A SYMPHONY in contradic-
tion. He was a boy who went off to fght a mans bloody war in Europe. Seeking
adventure in the war, he instead found the devils slaughterhouse. He was a boy
doing a mans work as a 26-year-old county sheriff. He had all the life of youth, yet
harbored the fatalism that he would die young.
He was one of Juneau Countys chief law enforcers, but was
also its chief law breaker. He was in charge of the sheriffs
department, and also head of the states most prolifc boot-
leg liquor gang. He was a doting young father and family
man, but consorted with vicious Chicago thugs and gunmen
tied to the mob. He supervised deputy sheriffs, but also
bankrolled rum runners to cater to the well-heeled in Mil-
waukee and Chicago.
He was sure he was in the right, even when he was very
wrong. Catch him in a misdeed and it was a frameup. Blame
was to be defected and not accepted. His life of contradic-
tions put him on both sides of the law. His life of contradic-
tions led to his ouster as sheriff. It put him on trial for mur-
der. It eventually landed him in prison for bank robbery, and
made him one of the most infamous criminals in state history.
There was always something restless about young Lyall. He was happier wandering in
the felds and along the streams of Juneau County than learning the basic subjects in
school. Young Wright was most at home out on the land. His family owned hundreds
of acres in southern Juneau County. There was plenty for Lyall to explore. He loved
Lyndon Creek, which ran across the east side of the Wright farm.
He discovered deep holes that were home to prime trout. One day, he slipped into
the creek, reached into the water and grabbed onto a large German brown trout
with his bare hands. He was so proud of the catch, he showed it around Lyndon
Station before taking it home for his mother to cook. One person wasnt too happy
with Wrights catch, though. An eccentric who lived on a nearby farm along the same
creek knew all about the large trout. The man believed the fsh to be reincarnated
spirit of his grandfather.
LIFEOFTHEBOYSHERIFF
WRITING
A dapper 26-year-old Lyall Wright
ran for sheriff of Juneau County in
the fall of 1926.
THEJOURNEYHOME
T
HE OCTOBER NIGHT HAD A FOREBODING CHILL. The fall wind blew ominously as
I stepped outside for a breath of fresh air. As cyclones of yellow leaves swirled
about the parking lot, I tried to process what had just happened. I fumbled for
my cell phone and called home. Maybe the words would make sense after I spoke
them to my wife, Sue. Dads lung cancer is back. It does not look good. There, I said
it. But it only increased the dread welling up inside. Standing out-
side the Dean Clinic in Sun Prairie, Wis., I felt utterly helpless.
My mind raced back to when I was a child. I used to worry that
Dad would not come home from his weekly sales trips. It made me
feel afraid. Dad was the one to do the protecting and comforting
back in those days. The rock of our family. Now he faced a life-
threatening diagnosis of lung cancer. I could not fx this for him. I
could not protect him. All I could seem to do is stand there in the
dark, listen to the fall wind and say, Lord Jesus, please help us
with what were about to face.
We had been desperately trying to get Dad in to see Dr. Gregory
Motl since the prior week. Dad was having great trouble breathing,
and got winded even from walking short distances. He was coughing a lot again, and
the coughing was painful. We needed to fnd out if his lung infection from the previous
year was back. Or if he had a tumor growing in his lungs. He underwent a CT scan a
week ago. Now we sat in the doctors waiting room on October 30, 2006. We did not
know it, but this would be a milestone day for the entire family. One of those events
that radically changes the direction of life. Things would never be the same again.
We waited in the examining room for maybe fve minutes, but it seemed like three
days. Finally, we heard rustling in the hall, following by the click of the doorknob. Dr.
Motl wasted no time delivering the news. Dave, its not good, he said, still walking
across the room. He sat down on the round stool and looked Dad in the eyes. The
cancer is back, and it looks like it has spread. Wham. This gut punch seemed to suck
all of the air from the room. I waited for a scrap of hope from Dr. Motl. Maybe a ca-
veat, or a hopeful but theres good news. But all I heard was a long, ugly silence.
WRITING
THEJOURNEYHOME
READ AN EXTENDED PREVIEW AT AMAZON.COM: HTTP://TINYURL.COM/MFBY3J3
WRITING
Dad shrugged his shoulders dejectedly and looked down at the foor. Oh, well, he said, trying to
be matter of fact. But those two words did not come easily. He choked up. I put my arm around him
and gave a squeeze. It was all I had. No solutions, wisdom or sage advice. Damn. When Dr. Motl
left the room to arrange a consult with an oncologist, I recovered my bearings just a bit. Its OK, I
said, knowing it was not. Dont give up, Dad. Ill be here for you every step of the way. He nodded
his head, and tried to gather himself. I should have
known, he said, shaking his head wistfully. I saw
what cigarettes did to my Mom and Dad. I should
have known better. I told him that no one no one
deserves to get cancer, no matter if they smoked
for 60 years or not a day in their life. You dont de-
serve this even for a minute, I said. You are a great
guy, Dad. If there was any way for me to take this
away from you, I would do it.
I went to the Dean pharmacy and waited for Dads
prescriptions. Some heavy-duty painkillers and an
anti-anxiety medication. The pain medication was to
help stem symptoms from the squamous cell carci-
noma (tumor) in Dads lung. The other medication
was supposed to help relax him and ease the sen-
sation caused by the tumor that he couldnt catch
his breath. Once I rejoined Dad and Dr. Motl in the
examining room, we were told that an initial consultation with oncologist Dr. Michael Frontiera was
scheduled for Thursday three long days away. Im getting you in to see the best, Dr. Motl said. As
I said, theyre developing new treatments all the time.
As we drove home after the dread diagnosis, I knew this day had been long in the making. It was
a day I had long feared. Dad started smoking cigarettes when he was 16, back in his hometown of
Mauston, Wis. In those pre-1950 days, everybody smoked. Both of his parents smoked, and Im sure
many of his high-school buddies rolled packs up in the sleeves of their T-shirts. Smoking was manly.
It was feminine. In fact, it was healthy. Or thats what everyone was told in the days before surgeon
generals warnings, nicotine patches and quit-smoking support groups.
David D. Hanneman served a term as mayor of Sun Prairie,
part of his three decades in politics and community service.
Articulated Haulers, Scrapers
and the Future of Earthmoving
IRONINTELLIGENCE
BRIEFING
AN
P
rice comparisons. Market share. Voice of the customer. Needs analyses. Not the typical items
you see in a marketing communications project. Weve produced several in-depth customer
and market studies for Volvo Construction Equipment. Projects included nationwide customer
interviews, pricing studies and briefng papers on market segments and equipment competitors.
46 S T R A T E G I S O N E L L C S T R A T E G I S O N E L L C 47
F
OUNDATIONS. AT ITS CORE, THE EXTRACTION INDUSTRY
is about building foundations. The resources mined from the
earth provide beds for highways, and astounding amounts
of raw material for buildings, bridges and erosion-control
structures. The rock, sand, cement and other materials are
literally the foundation of global construction. Extraction markets
have been red hot, with major players going on a spending spree
of acquisitions to make the most of the favorable conditions.
Market Summary
This market produces raw building materials at varying stages
of refinement, including dimension stone, crushed stone, sand,
gravel, cement, concrete and brick. Extraction businesses mine,
quarry, process, refine and deliver products for the nearly
$36 billion U.S. construction-materials market. Spiraling prices
and short supply of cement have been major issues. Some of
the worlds biggest companies are in this segment, including
behemoths Cemex ($15.2 billion global revenue) and CRH PLC
($18 billion global revenue). Mergers and acquisitions have been
rampant, led by Cemexs $6 billion takeover of RMC Group and
Holcims $3.4 billion purchase of Aggregate Industries.
Segmentation
Some 1,300 companies produce and sell more than $10 billion
worth of crushed stone in the United States. In 2005, about 1.65
billion tons of crushed stone was produced at 3,100 quarries,
70 underground mines and nearly 200 distribution yards. That
was a nearly 4 percent increase from 2004. Crushed stone
shipments are up nearly 6 percent in 2006. Close to 1.3 billion
tons of construction sand and gravel worth $7.2 billion were
produced by 3,900 companies at 6,300 sites in 2005. Sand and
gravel shipments are up 7.5 percent in 2006. More than 100
companies produce dimension stone (slabs) worth $253 million
a year. Nearly 98 million tons of portland and masonry cement
were produced at 113 plants in 37 states. Including imports, the
U.S. consumed 126 million tons of cement in 2005. Shipments
in 2006 are running 14.4 percent ahead. The portland cement
industry is undertaking a $3.6 billion expansion to add 18
percent capacity by 2010.
EXTRACTION SEGMENT
Big construction drives aggregate demand;
record production, high prices for cement
COMPANY SALES
Rinker Group Ltd. $5.1 billion
LaFarge North America $4.3 billion
Cemex $4.0 billion
Oldcastle Materials $3.8 billion
Vulcan Materials $2.8 billion
Martin Marietta Materials $1.8 billion
Hanson Aggregates NA $1.8 billion
Florida Rock Industries $1.15 billion
Holcim U.S. $1.1 billion
NAICS CODES
327310 Cement
327320 Ready-Mix Concrete
212312 Crushed/Broken Limestone Mining
212311 Dimension Stone Mining & Quarrying
212321 Construction Sand & Gravel Mining
SIC CODES
1442 Construction Sand and Gravel
1411 Dimension Stone
1422 Crushed and Broken Limestone
1423 Crushed and Broken Granite
3271 Concrete Block and Brick
3273 Ready-mixed Concrete
IRONINTELLIGENCE VOLVOKEYACCOUNTS
Crushed Stone 1.65 billion tons
Sand & Gravel 1.3 billion tons
Cement 98 million tons
Dimension Stone 1.46 million tons
ANNUAL PRODUCTION
Continuing demand from North American construction projects mean higher

shipments of crushed stone, sand and gravel, and cement. After two record
years of consumption, cement should set yet another production record in
2006. The $36 billion U.S. building products market is dominated by cement
($10 billion), crushed stone ($10.2 billion) and construction sand and gravel
($7.2 billion).
KEY INDUSTRY PLAYERS
Clark Construction
Airports, sports stadiums, major commercial jobs
and highways put Clark among industrys largest
A
FEW THINGS ARE CLEAR ABOUT CLARK CONSTRUCTION
Group LLC. It is clearly one of the most active and visible major
contractors in North America. Its impressive portfolio includes
major airport expansions, convention centers, sports stadiums, water
treatment plants, retail developments and high-gloss office buildings.
Clark touts itself as the largest privately held general contractor
in the United States. It may also be the most closely held private
contractor, as it does not disclose even basic financial information.
Its own Web site only lists revenue figures from 2001, and the
company refuses to provide basic financials to Dun & Bradstreet.
Clark owns the spot as the nations largest privately held general
contractor. With branch offices in California, Florida, Illinois, Maryland
and Massachusetts and field offices in 15 states and internationally,
Clark is ranked as the nations 12th largest contractor by Engineering
News-Record. The California offices account for anywhere between
$500 to $600 million annually, making the California branch CCGs
largest division outside of the Maryland headquarters.
A wholly owned subsidiary of Clark Enterprises, Clark Construction
Group has 14 divisions, each specializing in a niche of the construction
market. From sheetpiling and caissons to demolition, Clark performs
from 10 to 40 percent of construction work with in-house resources
and subcontracts the rest. Clark is general contractor for the $280
million Washington Nationals Stadium in Washington, D.C. Recently
completed high-profile projects include PETCO Field in San Diego, the
Boston Civic Center, and the renovation of the historic American Red
Cross Building in Washington, D.C.
Key Competitors
Bechtel Centex
Fluor Bovis Lend Lease
Guy F. Atkinson Co., 1997
Financial Highlights
Revenue estimates range from $2.3 billion to $2.9 billion
Dun & Bradstreet rates Clark a moderate risk for late payments
Largest high credit on file is $3 million
Little information available on which to judge financials
REVENUE TRENDS
2001 2004
3.0
$
B
illio
n
s
2005
4.0
5.0
2.0
6.0
Ownership: Private
owned by Clark Enterprises
Revenue $2.3-2.9 billion
Revenue Trends NA
NA
Employees 3,100
Locations 15 states
Current Ratio NA
Long-Term Debt NA
Total Assets NA
Total Liabilities NA
Net Worth NA
BY THE NUMBERS
Clark Construction Group LLC
7500 Old Georgetown Road
Bethesda, MD 20814
Peter C. Forster, chairman, CEO
www.clarkconstruction.com
OUTLOOK:
NEGATIVE
Hanson Aggregates
Subsidiary of UK-based Hanson PLC, rm
invests heavily in acquisitions to grow stake
L
IKE ITS MAJOR COMPETITORS, HANSON AGGREGATES North
America is on a fast track to grow, and its main tool is the
corporate acquisition. Hanson has invested $2.5 billion in
North America to buy aggregates producers. Since 1997, Hanson
has added 50 bolt-on aggregates operations, including the recent
$300 million purchase of Material Service Corp., the 13th largest
aggregates producer in the United States. That added 20 million tons
of annual aggregates capacity and 1.5 billion tons of reserves.
Hanson PLC, the parent company of Hanson Aggregates, is the
worlds largest producer of aggregates. Most of its revenue comes
from North American and Europe. With 360 North American
locations in 17 states and Mexico, Hanson Aggregates produces
granite, limestone, asphalt, ready-mix concrete, concrete products,
gravel, and sand. It also offers distribution and construction services.
Hanson PLC has long been rumored to be a takeover target and some
are betting that Hanson Aggregates NA will be spun off.
Hanson Aggregates shipped 129 million metric tons of aggregates
in 2005, down 4.4 percent. Hanson decided to forego some large-
volume, low-margin contracts as part of an effort to optimize
operations. Combined with price increases ranging from 8 percent to
15 percent, it was able to offset increased costs primarily from fuel.
The company plans to continue strong capital spending to achieve
cost efficiencies, and seeks to add more companies to the family. Just
with acquisitions made in 2005, Hanson added 250 million metric
tons of mineral reserves to its portfolio for future extraction.
Key Competitors
LaFarge North America Cemex
Vulcan Materials CRH
Mergers and Acquisitions
Material Service Corporation, 2006
Berkeley Asphalt Company, 2005
Mission Valley Rock Company, 2005
Financial Summary
Revenue up 9% in 2005
Cost of sales is unusually high
Asbestos liability a major concern
2005 Revenue $1.8 billion
Revenue Trends 1 yr. + 9.3%
2 yr. + 2.3%
Employees 5,600
Locations 176 quarries
Current Ratio 1.41
Total Liabilities $509 million
Capital Spending $128 million
BY THE NUMBERS
REVENUE TRENDS
2001 2003 2004
2.2
1.8
1.4
$
B
illio
n
s
Hanson Aggregates/Hanson PLC
8505 Freeport Parkway
Irving, TX 75063
Jim Kitzmiller, president
www.hansonaggeast.com
2002 2005
1.0
Ownership: Public
Symbols: HAN HNS

OUTLOOK:
NEGATIVE
W
Key Competitors
CEMEX Holcim (U.S.)
CRH Eagle Materials
Financial Summary
2 yr. + 32%
Employees 2,600
1 lime plant, 1
major quarry
cement annually
Current Ratio 4.6
BY THE NUMBERS
REVENUE TRENDS
2003 2004
0.9
0.5
$
B
illio
n
s
11011 Cody St.
www.ashgrove.com
2005
0.4
0.6
Ownership: Private
OUTLOOK:
POSITIVE
+
1.0
0.7
0.8
I
T WOULD BE HARD TO OVERESTIMATE THE IMPORTANCE of construction
to growth and prosperity in North America. The construction industry
accounts for 13 percent of the Gross Domestic Product and is the
second-largest sector of the American economy. With some 7.5 million
workers, construction accounts for 34 percent of the goods-producing sector
of the U.S. economy.
The health of the construction industry has far-reaching effects on everyone,
from the manufacturers of construction equipment to real estate agents to
retail stores. Construction has made its economic clout apparent in the past
two years, with an explosion of activity in virtually every market segment.
That in turn has ignited sales of heavy equipment like articulated haulers,
excavators, wheel loaders and Class 8 trucks.
For many, if not most, large general contractors, this is a time like few
have ever seen, wrote Gary J. Tulacz in Engineering News-Record (ENR).
The economy is strong, the markets vibrant and there is more than enough
work to go around in most major markets and geographic regions. What
soft spots can be found
are not catastrophic. And
there is little evidence of
a major downturn in the
immediate future.
The top 400 U.S.
contractors ranked by
magazine Engineering
News-Record posted
some $235.6 billion in
revenue for 2005, an
impressive 12.3 percent
increase from a banner
year in 2004. Mervyn
Sambles, vice president
of strategic development for Fluor Corp., commented to ENR: It is truly the
best of times. Ive been in the business for 30 years and this is the best Ive
seen the markets. Some of our senior managers say this is like it was in the
late 1960s.
Shipments of construction machines increased 21 percent in North America
during 2005 and a vigorous pace continues in 2006. In Canada, machine
NA economy just keeps rolling
Boom spurs record spending, drives continuing demand for construction iron
TOP 400 U.S. CONTRACTORS
Source: Engineering News-Record
Revenue New Contracts
0
50
100
150
200
250
300
Billions
$USD 2005 2006
IRONINTELLIGENCE ECONOMICBRIEFING IRONINTELLIGENCE ECONOMICBRIEFING
MARKETRESEARCH
ARTICULATEDHAULERSTUDY
SECTION
1
The Contractors
S T P A T E O l S O N E L L C S T P A T E O l S O N E L L C
SECTlON
2
ConstructIon
Economy
SECTlON
S
The MedIa VIew
SECTlON
4
BehInd the
Numbers
The Economy The Economy
32 S T P A T E O l S O N E L L C S T P A T E O l S O N E L L C 33
'This is a time Iike few have ever seen'
North Amer|can econom|c boom spurs record mach|ne sa|es;
cont|nued econom|c hea|th shou|d dr|ve demand for b|g |ron
T WOULD BE DlFFlCULT TO OvEPESTlMATE THE lMPOPTANCE OF

CONSTPUCTlON o growh uno prospor|, |n Norh Amor|cu. Tho consruc|on
|nousr, uccouns lor !3 porcon ol ho Oross Domos|c Proouc uno |s ho socono
|urgos socor ol ho Amor|cun oconom,. W|h somo 7.5 m||||on wor|ors, consruc|on
uccouns lor 34 porcon ol ho gooosproouc|ng socor ol ho U.S. oconom,.
Tho hou|h ol ho consruc|on |nousr, hus lurrouch|ng ollocs on oor,ono, lrom
ho munulucurors ol consruc|on oqu|pmon o rou| osuo ugons o rou|| soros.
Consruc|on hus muoo |s oconom|c c|ou uppuron |n ho pus wo ,ours, w|h un
oxp|os|on ol uc||, |n |ruu||, oor, mur|o sogmon. Thu |n urn hus |gn|oo su|os ol
hou, oqu|pmon |||o ur|cu|uoo huu|ors, oxcuuors, whoo| |ouoors uno C|uss 8 ruc|s.
For mun,, |l no mos, |urgo gonoru| conrucors, h|s |s u |mo |||o low huo oor soon,
wroo Our, J. Tu|ucz |n Eng|noor|ng NowsPocoro (ENP). Tho oconom, |s srong,
ho mur|os |brun uno horo |s moro hun onough wor| o go urouno |n mos mujor
mur|os uno googruph|c rog|ons. Whu sol spos cun bo louno uro no cuusroph|c.
Ano horo |s |||o o|oonco ol u mujor oownurn |n ho |mmoo|uo luuro.
Cons|oor:
Tho Top 4CC conrucors run|oo b, Eng|noor|ng NowsPocoro posoo $235.56 b||||on
|n roonuo lor 2CC5, un |mpross|o !2.3 porcon |ncrouso lrom u bunnor ,our |n 2CC4.
Mor,n Sumb|os, |co pros|oon ol sruog|c ooo|opmon lor F|uor Corp., commonoo o
ENP: l |s ru|, ho bos ol |mos.
l'o boon |n ho bus|noss lor 3C
,ours uno h|s |s ho bos l'o
soon ho mur|os. Somo ol our
son|or munugors su, h|s |s |||o |
wus |n ho |uo !96Cs.
Sh|pmons ol consruc|on
much|nos |ncrousoo 2! porcon
|n Norh Amor|cu our|ng 2CC5
uno u |gorous puco con|nuos |n
2CC6. ln Cunuou, much|no su|os
roso !3 porcon |n 2CC5 uno
uro projocoo o r|so 8 porcon
|n 2CC6. Su|os |n ho Un|oo
Suos uccounoo lor 48 porcon ol ho g|obu| ou| umong ho op 5C oqu|pmon
munulucurors, un |ncrouso ol moro hun $4 b||||on |n roonuo.
The onIy cIoud on the
economic horizon is
residentiaI housing,
which dropped 1.1
percent in ApriI.
Economists say
growth in other
sectors shouId offset
the sIowdown in
residentiaI spending.
3888
3884
3885
3888
3887
3888
3888
E000
E003
E00E
E008
E004
E005
E008
0
E00
400
800
800
3000
3E00
CONSTRUCTlON SPENDlNG BOOM
$B||||ons USD
Sourco: U.S. Consus Burouu
U.S. Consus Burouu
Contractor Interviews Contractor Interviews
TOPIC
#
5
Bigger Haulers?
For artic haulers, bigger isnt always better
Most contractors said current sizes meet market needs,
but some interest shown in larger, smaller model sizes
B
IG JOBS. BIG DIRT. BUT BIGGER HAULERS? When asked about the option for
bigger artic trucks, most contractors shied away from the idea, voicing concerns
over maneuverability, transportation issues and additional permits due to the
machines size and weight.
The larger you get, the worse its going to get, said Gene Daugherty, superintendent
at B&V Construction Inc., Wixom, Mich. Theres going to be certain specifications of
jobs that youre going to be able to take those articulated trucks to that are over that
weight capacity. And then what do they do the rest of the time? They sit.
Other contractors agree they simply dont see a place in their fleets for a 45-ton,
50-ton or even larger artic hauler. Some
even say a 40-ton truck is pushing it. They
get to be so heavy when you get up that
high, said Doug Anglin II of Jack Anglin
Civil Contracting in Novi, Mich. A 40-ton
truck is a big truck. It gets hard to put them
in that place. I wouldnt buy a 40-ton truck
again. Weve got the D400, but you ask it to
go places where all the other trucks go and
it just doesnt go and then you say, Whats
wrong with the CAT? Well, its heavier and
its bigger and it just doesnt go into the same places.
Keith Barber, operations manager for Earth Development Corp. in Roswell, Ga.,
expressed the same opinion. We tried some 40-tons and they were just too big for us.
They got more into the footing conditions of a scraper. The 35-tons work well for mass
work. From the 25-35 tons we have a need for all three. And utilize them. I mean
I dont think you want to
get bigger than a 40-ton
truck because then you
get into the problem
of moving them down
the road.
Gene Daugherty
Keith Barber
Dave Silbar
FUTUREHAULERS
Volvo sought to get input from the owners of articu-
lated haulers and earth scrapers, in order to better
carry out product planning.
CHALLENGE Research and explain potential needs
and trends related to haulers and scrapers that are
used on a wide variety of construction jobs.
STRATEGY Conduct videotaped interviews with
customers of many brands of equipment. Quiz them
on their needs, ideas and vision for the future. Each
region of the country was covered.
RESULT An in-depth 150-page study with a wealth
of customer, economic, product and other infor-
mation that was used by our client in long-term
strategic planning.
IRONINTELLIGENCE REPORTS
RESEARCH
KEYACCOUNTSPROSPECTSTUDY
W
Key Competitors
CEMEX Holcim (U.S.)
CRH Eagle Materials
Financial Summary
2 yr. + 32%
Employees 2,600
1 lime plant, 1
major quarry
cement annually
Current Ratio 4.6
BY THE NUMBERS
REVENUE TRENDS
2003 2004
0.9
0.5
$

B
illio
n
s
11011 Cody St.
www.ashgrove.com
2005
0.4
0.6
Ownership: Private
OUTLOOK:
POSITIVE
+
1.0
0.7
0.8
CUSTOMERRESEARCH
The key accounts sales group at Volvo Construction Equip-
ment needed intelligence on a wide variety of contractors
to gauge which ones to pursue as potential key accounts
customers.
CHALLENGE Give our client a detailed look at many top
companies in a variety of market segments, such as heavy
construction, waste management and others.
STRATEGY Use a variety of proprietary databases and pub-
lic sources to generate a dossier on dozens of companies.
Also produce an overview of the construction economy and
likely trends.
RESULT A thorough report with detailed fnancials, news
clips, history and other information on dozens of prospect
companies. Volvo used the information to help convert the
majority of companies on its target list into Volvo customers
over the following year.
Hanson Aggregates
Subsidiary of UK-based Hanson PLC, rm
invests heavily in acquisitions to grow stake
L
IKE ITS MAJOR COMPETITORS, HANSON AGGREGATES North
America is on a fast track to grow, and its main tool is the
corporate acquisition. Hanson has invested $2.5 billion in
North America to buy aggregates producers. Since 1997, Hanson
has added 50 bolt-on aggregates operations, including the recent
$300 million purchase of Material Service Corp., the 13th largest
aggregates producer in the United States. That added 20 million tons
of annual aggregates capacity and 1.5 billion tons of reserves.
Hanson PLC, the parent company of Hanson Aggregates, is the
worlds largest producer of aggregates. Most of its revenue comes
from North American and Europe. With 360 North American
locations in 17 states and Mexico, Hanson Aggregates produces
granite, limestone, asphalt, ready-mix concrete, concrete products,
gravel, and sand. It also offers distribution and construction services.
Hanson PLC has long been rumored to be a takeover target and some
are betting that Hanson Aggregates NA will be spun off.
Hanson Aggregates shipped 129 million metric tons of aggregates
in 2005, down 4.4 percent. Hanson decided to forego some large-
volume, low-margin contracts as part of an effort to optimize
operations. Combined with price increases ranging from 8 percent to
15 percent, it was able to offset increased costs primarily from fuel.
The company plans to continue strong capital spending to achieve
cost efficiencies, and seeks to add more companies to the family. Just
with acquisitions made in 2005, Hanson added 250 million metric
tons of mineral reserves to its portfolio for future extraction.
Key Competitors
LaFarge North America Cemex
Vulcan Materials CRH
Mergers and Acquisitions
Material Service Corporation, 2006
Berkeley Asphalt Company, 2005
Mission Valley Rock Company, 2005
Financial Summary
Revenue up 9% in 2005
Cost of sales is unusually high
Asbestos liability a major concern
2005 Revenue $1.8 billion
Revenue Trends 1 yr. + 9.3%
2 yr. + 2.3%
Employees 5,600
Locations 176 quarries
Current Ratio 1.41
Total Liabilities $509 million
Capital Spending $128 million
BY THE NUMBERS
REVENUE TRENDS
2001 2003 2004
2.2
1.8
1.4
$ Billions
Hanson Aggregates/Hanson PLC
8505 Freeport Parkway
Irving, TX 75063
Jim Kitzmiller, president
www.hansonaggeast.com
2002 2005
1.0
Ownership: Public
Symbols: HAN HNS

OUTLOOK:
NEGATIVE
IRONINTELLIGENCE VOLVOKEYACCOUNTS
A
FTER A SWOON THAT BEGAN IN 2001 and worsened
when the federal surface transportation bill expired, the
heavy and civil construction economy is back. This market
segment is largely driven by federal, state and local governments
responsible for creation and upkeep of major public infrastructure
such as roads, bridges, tunnels, airports, railways, and water
and sewage treatment plants.
Market Summary
This market segment handles all phases of infrastructure
construction from site preparation through finished job and
maintenance. Until mid-2005 the sector was held back by
lack of a new federal transportation bill. But that changed in
August 2005 with the signing of the clumsily named Safe,
Accountable, Flexible and Efficient Transportation Equity Act - a
Legacy for Users (SAFETEA-LU). The law provides a guaranteed
$286.4 billion over six years for federal surface transportation
programs.
The new funding source has rejuvenated the markets. So far in
2006, the total value of transportation contracts awarded in the
United States is up 14.4 percent, to $22.4 billion. The biggest
gainers are aiports (+42% from 2005) and highways (+23%).
Highway and street construction spending is moving at an annual
clip of $75 billion, up 16.8 percent from 2005. Spending on
sewage treatment and water projects is up 12 percent and
8.8 percent, respectively. The U.S. market spends more than
any other nation on non-residential and civil construction, an
estimated $479 billion in 2005 that is expected to grow to $611
billion by 2010. Canadas market is just shy of $34 billion.
Segmentation
More than 10,500 U.S. contractors and businesses work in the
civil engineering and heavy construction sector, and they spend
more than $1.2 billion a year on capital items. Companies include
large general contractors like Bechtel, civil engineering firms like
Jacobs and Fluor and dedicated heavy-construction contractors
like Williams Brothers. They are major consumers of equipment
including excavators, haulers, loaders and cranes.
HEAVY CONSTRUCTION
Resurgence driven by new federal spending;
infrastructure construction is on the rise
COMPANY TOTAL SALES
Bechtel. $14.6 billion
Fluor Corp. $10.78 billion
KBR Inc. $8.14 billion
Jacobs Engineering Group $5.6 billion
Bovis Lend Lease $4.8 billion
Peter Kiewit Sons Inc. $4.15 billion
CH2M Hill Cos. $3.1 billion
PCL Construction $2.9 billion
Washington Group $2.85 billion
Granite Construction $2.64 billion
APAC $2.54 billion
Skanska USA Civil Inc. $1.99 billion
NAICS CODES
237310
Highway, Street, and Bridge Construction
237990
Other Heavy and Civil Engineering Construction
SIC CODES
1611 - Highway and Street Construction
1622 - Bridge, Tunnel, & Elevated Highway
1629 - Heavy Construction, nec
KEY INDUSTRY PLAYERS

Source: American Road & Transportation Builders Association.
HIGHWAY CONTRACTS
Value of 2006 contracts awarded YTD
Texas $1.85 billion
California $1.49 billion
Florida $1.08 billion
Pennsylvania $875.4 million
Illinois $828 million
RESEARCH
W
HEELED EXCAVATORS. Mention that term to contractors around much
of North America and you might get a blank stare, or a chuckle. Unlike
their tracked counterparts or other established types of iron, wheeled
excavators have little mindshare overall among equipment buyers and owners.
And what perceptions do exist are often inaccurate. Unstable for digging.
Just a European machine. Niche-market machine; not worth my time. Isnt
that another name for a Gradall?
So why is a machine that is well accepted in other parts of the world so
unknown in the worlds
biggest construction
equipment market? Why
is it that only 8 percent of
U.S. companies that own
construction equipment
have wheeled excavators in
their eets? Why do North
American customers buy
only 550 to 700 wheeled
excavators a year, while
in Europe they sell 9,000
units each year? And why
is there such a lack of knowledge about a machine with such capability?
This document aims to answer those questions, and lay out a strategy to
stimulate demand and help make Volvo wheeled excavators the industry
leaders in North America.
Despite the lack of knowledge of this machines abilities in North America,
the wheeled excavator is a capable, multi-task machine. Much more than
just a cleanup tool, or a machine for light and occasional duty, the wheeled
excavator is made for serious digging, lifting and tool-carrier work. With
the right marketing, customer education and dealer commitment, these mobile
machines could soon become common sights all over North America.
volvo iron intelligence briefing
Small mindshare, huge potential:
Volvo can roll to top of market
1
THE WHEELED EXCAVATOR
2
Two: Go After Gradall Customers These are primarily county and municipal
public works departments that use Gradalls for ditching. But given Gradalls
high price and lack of versatility, Volvo can demonstrate huge advantages. The
key is to go to the municipal garages and put on a road show demonstration
with the EW160B or EW180B. When equipment buyers see all they can do
with a Volvo, Rototilt and attachments and for a lower investment they will
be much easier to convert than through other methods.
Three: Market the Tool Carrier Show contractors in all of our market
segments that wheeled excavators outtted with a suite of attachments will
reduce the need for other types of equipment and save labor and capital costs.
For those with jobs in urban areas, the excavator is highly mobile, saving on
transportation costs.
Four: the Digging Machine With all of its other attributes, we must not
forget that Volvo wheeled excavators are outstanding digging machines.
On utilities and site-prep jobs, wheeled excavators are a great option for
trenching and pipe laying. With outstanding reach and truly remarkable
stability, the EW160B and EW180B have digging abilities
similar to even larger tracked excavators. Coupled with the
multi-function tool-carrier capabilities, this is an attractive option
for these contractors.
T
HE WORLDS FIRST HYDRAULIC EXCAVATORS were wheeled
excavators, developed in Europe in the mid-1940s. Italian inventors Carlo
and Mario Bruneri mounted their excavator on a truck chassis in 1947
and put it to work in a quarry at Bardonecchia, Italy. The Bruneris called their
wheeled excavator the Yumbo
(Jumbo), because it worked like
a strong little elephant. The bright
orange Yumbo became a familiar
sight for years in Europe.
Mario Bruneri wrote that
development of the rst wheeled
excavator, along with later tracked
and wheeled models, was a milestone that allowed previously unimaginable
opportunities to re-shape the earth.
Excavators operate on the greatest
variety of sites throughout the world,
often in hostile conditions, he wrote
in 2002. They are incredibly versatile
and are available with the most
extensive range of equipment.
Construction contractor and part-time
inventor Ray Ferwerda began work
on his telescoping-boom grading
machine in the early 1940s. He built
several prototypes of this machine,
mounted on surplus Army truck beds,
before selling rights to Warner & Swasey
Co. The rst Warner & Swasey Gradall
appeared in 1946. Gradall claims in its
brand history that it invented the worlds
rst fully hydraulic excavator, but
equipment historians say those initial
Gradall machines were cable operated.
Wheeled excavators launched
modern era of earthmoving
Bruneri saw unimaginable potential.
The early Yumbo: born in Turin, Italy.
Gradalls built on Army truck beds.
EW160B EW180B
ENGINE 148 HP/110 kW 160 HP/119 kW
BREAKOUT 25,066 lb/111.5 kN 27,650 lb/122.9 kN
TEAROUT 22,076 lb/98.2 kN 23,090 lb/102.6 kN
MAX. DIG REACH 3110/9.7 m 3110/9.7 m
MAX. DIG DEPTH 208/6.3 m 210/6.4 m
MAX. LIFT
CAPACITY
12,420 lb/5700 kg 17,790 lb/8200 kg @ 20/6 m
performance
specifications
1
WHEELEDEXCAVATORBRIEFING
Why is Gradall vulnerable? Price, performance, more
Gradalls weaknesses can be grouped into ve categories. These ve sections
outline the reasons Gradall is vulnerable to challenge.
REASON 1: High Purchase Price Gradall machines are costly. The
Gradall XL3300 typically has a street price 25 percent higher than the Volvo
EW180B. thats a difference of $40,000. The XL3300 isnt even a highway-
speed machine, so the difference
is even more stark. The XL4300
again not a highway-speed machine,
has a street price nearly 50-percent
higher than the EW180B. Thats a
difference of $70,000.
Look at Gradalls on-highway
models and the price difference is
even bigger. The XL3100, the most
popular on-highway size, sells for up
to $225,000 with four-wheel drive.
The XL4100sellsfor up to $275,000
depending on options. Thats
$115,000 more than the EW180B.
The size comparison isnt necessarily
fair, but the Gradall XL5100 sells for
nearly twice the Volvos street price.
What can a customer do with the
$40,000 to $150,000 or more they
save by buying a traditional wheeled
excavator?
REASON 2: Limited Abilities In its advertising, Gradall positions its
machines as versatile and multi-function. Of the 33 case studies on its Web
site, only three deal primarily with ditching. This is in stark contrast to what it
has long written in its SEC lings. For more than a decade, Gradall has used
the words niche and specialty to describe its excavators.
In its 2004 annual report, parent company JLG Industries said Gradall
continues to be the leading brand in its specialized market niche of highway
speed excavators. In its 2005 annual report, however, JLG tries to distance
Gradall from the niche label, saying Gradalls arm-like motion increases
the machines versatility, optimizing the potential to use a wide variety of
attachments. This change in language may signal that JLG wants to run from
Gradalls traditional narrow focus.
6
Time, technology, competition
are Gradalls worst enemies
I
N REGULAR EARNINGS REPORTS to the U.S. Securities and Exchange
Commission (SEC), Gradall has for years made what you could easily view
as ominous statements. Gradall products serve niche markets within the
construction equipment industry and typically command premium prices.
Translation: niche specialty
machines at high cost.
What isthe niche?Highway-
speed, telescoping-boom
excavators. In an era where
the trend is toward multi-
function equipment and
versatility, these limitations
could be most problematic
for Gradall.
By its own estimate, Gradall
owns 85-90 percent of the
market for highway-speed,
telescoping-boom excavators, and 45 percent of the U.S. wheeled excavator
market. How could one company be so dominant in a market? The reasons are
quite simple.
Gradall: tenuous dominance?
First, Gradall has only one competitor with machines of similar design and
function. Badger Equipment has two telescoping-boom models, but is not a
powerful brand and poses no real threat to Gradall. Second, Gradall has built
extensive, long-term relationships with public works departments that are
responsible for keeping roadside ditches clear.
It offers things like operator training and certication for county and municipal
machine operators. Gradall is like an old habit for many of these governmental
public works departments.
Lastly, and most importantly, Gradall has not faced a serious challenge from
a big-name manufacturer like Volvo, Cat or Deere. Because of the small market
size and entrenched position of Gradall, major brands have not considered it
worth their while. This is changing.
Gradall is used to stiff-arming the competition,
but can that unchallenged dominance last?
prole
18
Printed in U.S.A. Form No. 10239
The Gradall Company 406 Mill Avenue S.W. New Philadelphia, OH 44663 Phone: 330-339-2211 Fax: 330-339-8468 www.gradall.com
S
a
n
F
ra
n
cisco
,C
a
lifo
rn
ia
BIG BRIDGE REPAIR PROJECT
requires precise boom-end manipulation
A major repair project on the Oakland Bay Bridge requires faster, efcient work utilizing
equipment with tremendous strength. To handle the project, Modern Continental needed
equipment capable of quickly and precisely placing about 600 steel beams each up to
37 feet long and weighing between 3,100 and 4,200 pounds, depending on whether they are
10 or 12-inch square. The ability to work quickly was also important, since the bridge could
be closed for construction only a few hours at night.
Modern Continental found that a Model XL 5100 Gradall excavator was ideal for the
beam placement challenge. Using the Model XL 5100 and a specially designed Brudi
attachment, the operator was able to raise individual beams around 21 feet, and then
maneuver them over and around obstacles in order to position them for welding. The
ability of the Gradall excavators boom to rotate was further complemented by the Brudi
attachments rotating design, making it possible to position the huge, heavy beams with
excellent precision. The mobility of the Model XL 5100 also was an important time-saver.
Not only could it moved on and off the bridge quickly, the undercarriage also could be
repositioned by the operator in the upper cab. For more information, contact Gradall
at 330-339-2211.
GRADALL VERSATILITYADVANTAGES
A Gradall Web-site case study. Gradall
marketing says multi-function. Company
SEC lings have told a different story.
4
Excavator/tool carrier combo
the contractors ace in the hole
T
WO CONTRACTORS ARE AT WORK on the same large residential project.
Contractor 1 works crawler excavators, skid steers, backhoes and rough-
terrain forklifts. He has a good-size crew of laborers who act as spotters,
do cleanup work and perform hand chores with shovels. Across the development,
Contractor 2 works the
same tasks with two
wheeled excavators. His
wheeled machines trench,
dig, lift and place pallets,
grade, drill holes and
more. Contractor 2 has
fewer machines and only
a few laborers, but gets
even more done. Which
contractor is taking it to
the bank?
Keep two things in mind
when promoting wheeled
excavators in just about
any market segment:
Wheeled excavators are excellent digging machines
with rock-solid balance and the performance features of
traditional excavators.
Wheeled excavators are outstanding mobile tool carriers that allow
contractors to use less labor and iron power while performing a
large variety of tasks.
These two statements challenge some long-held misbeliefs about wheeled
excavators. And they help form a new wheeled excavator credo: they do dig
and they do more.
A machine that grades, lifts, drills, mows...
Other types of machines skid steers and wheel loaders among them are
marketed as multi-task tools. The wheeled excavator deserves the same
Equipped with a Rototilt, the EW180B has incredible
dexterity to clear brush from under the bridge.
reputation, but it will have to be earned. Lets start out by looking at the
multitude of tasks the wheeled excavator/tool carrier can do.
Grading slopes Ditch cleaning
Roadside cleanup Pulling up pavement
Precise asphalt cutting/removal Installing utility poles
Digging around obstructions Steel-beam placement on bridge
Lift/carry pallets of bricks, pipes,
other construction materials
Placing rip-rap
Lift, carry and place trench boxes Lift, carry and place piping and culvert
Trench and lay shallow pipes Laying pipe-bedding gravel with precision
Exposing pipes and existing utilities Lift, move and set concrete trafc barriers
Lift and place panels for
highway sound barriers
Backlling
Mowing roadside/median with ail mower Auger digging for fence posts, poles, etc.
Removing concrete sidewalk slabs Remove brush and debris with grapple
Site clearing with brush cutter Demolition with shear
Debris cleanup with grapple Break rocks, concrete with hammer
Excavate and shape bunkers,
water hazards for golf courses
Digging with power and crawler stability
Volvo wheeled excavators are so good at digging and overall performance that
they can be compared with the EC210B crawler excavator. The EW180B has
dig depth and dig reach very similar to the heavier EC210B. Other key specs
hydraulic ow, breakout force and tearout force are respectably close to the
EC210B. And with outriggersdown, the EW180Bcan actuallylift 1,700 pounds
more along the
u n d e r c a r r i a g e
than the EC210B.
Factor in the travel
speed advantage
of more than
18.3 mph (29.5
kph) over crawlers
and the wheeled
machines are even
more attractive to
customers.
EW180B EC210B
MAX. LIFT* ALONG
UNDERCARRIAGE
17,790 lb/8200 kg 16,090 lb/7500 kg
MAX. LIFT*
ACROSS
UNDERCARRIAGE
9,790 lb/4500 kg 10,040 lb/4700 kg
MAX. DIG REACH,
STD. BOOM/ARM
306/9.3 m 327/9.9 m
*At 20 ft/6m reach from the machine at ground level
PERFORMS like A
crawler EXCAVATOR
1
WHITEPAPER
As a European leader in production and
sales of wheeled excavators, Volvo Con-
struction Equipment aimed to boost mar-
ket share of this under-utilized machine in
North America.
CHALLENGE Create a background paper
on the wheeled excavator, including his-
tory, current players and market chal-
lenges.
STRATEGY Develop a multi-section paper
that detailed product offerings, competi-
tors, and a strength-weakness analysis of
companies who were viewed as vulner-
able to Volvos sales efforts.
RESULT A white paper loaded with valu-
able information that was put into the
training books of all feld staff (especially
a core group formed to push sales of
wheeled excavators). Feedback from the
customer was strong and positive. The
white paper was updated and republished
several times over a three-year period.
RESEARCH
B
uzz. Talk. Ink. Air. Coverage. Whatever you call it, getting the attention of mainstream and trade
media is a key goal for anyone selling a product. The examples in this section show how strong
products, good messaging and dogged determination can lead to expansive media coverage.
better
digging
janes gravel
digs volvos
bucket design
Brian Etchison had one problem with
the excavator buckets being run at
RE Janes Gravel Co. in Merkel, Texas.
None of them could stand up to the
abrasive conditions at Janes sand
and gravel mine. Every bucket weve
had we destroyed, said Etchison,
vice president at RE Janes. Just
because of the nature of what were
doing. So when Volvo approached
Etchison with its new bucket, he was
ready to put it to the test.
Our material is really abrasive. Its fairly hard
breakout, Etchison said. I can take you to
several buckets that weve had on different
excavators. Well actually break them. We
sometimes will break a lip completely off the
bottom of a bucket. Weve split them up the
middle.
Janes Gravel uses a Volvo EC460B excavator
in what is essentially a strip mining opera-
tion about 30 miles west of Abilene. The
material is hard, densely packed sand and
gravel, mixed with conglomerate and clay. The
excavator loads 80-ton belly-dump haulers,
which take the material for nearby process-
ing and eventual use in ready mix concrete.
Its denitely not an easy environment for a
machine to dig, Etchison said.
So after losing two buckets to the extreme
conditions, Etchison was all ears when ap-
proached about a new 3.6-cubic-yard bucket
by Walter Reeves, attachments manager for
Volvo Construction Equipment. When he was
telling me about this bucket before it arrived,
Etchison said, he was drawing it on a napkin
for me and showing me. He said, Youre going
to have better success with this shape. And it
is a better shape.
A new shape, a new approach
With a low prole and curved shape, Volvos
new buckets have optimized cutting edges,
heavy fabrication and self-sharpening teeth.
The design of the bucket oor makes it easy
for material to ow into and ll the bucket
with no air gaps. Anti-abrasive side cutters
and lip plating give the buckets exceptional
wearability.
These are made to load easy and dump
easy, Reeves said. This penetrates nice and
easy. The material just ows right out of the
bucket. It improves your cycle times.
With the new Volvo bucket installed on the
EC460B excavator, the company adopted a
new approach to digging. Instead of using
the excavators breakout power to extract
the material, the operator uses the teeth to
penetrate, then pulls the bucket nearly at
toward the excavator. Material marches into
the bucket without the boiling that can cause
air pockets and incomplete lls. As the bucket
comes up out of the hole, it cradles the
material without requiring extreme curl of the
bucket. Less curl means less machine wear
and quicker dumps.
The shape is the main thing that protects the
linkage, Etchison said. because the material
enters the bucket more easily than a deeper,
taller bucket. In the past I thought a more nar-
row bucket that was deeper and taller would
have less surface area to cut the material
and would not have a negative impact on the
linkage. But the wider more shallow, more
curved shape of this bucket, I think its a bet-
ter design for this.
RE Janes Gravel found the shape of Volvos new buckets a good match for its abrasive sand and gravel.
more care. built in. Volvo Construction Equipment www.volvoce.com
The shape of this bucket
is a better shape. Our
operator says its denitely
easier to load the Volvo
bucket than the others.
Brian Etchison
RE Janes Gravel Co.
PUBLICRELATIONS
ICPPUBLICLAUNCHLASVEGAS
BUSINESSLAUNCH
International Construction Products
set its offcial launch for the mas-
sive CONEXPO trade show in Las
Vegas.
CHALLENGE Get the attention of
media and buyers at the Western
Hemispheres biggest trade show.
STRATEGY We co-branded a booth
with our partner manufacturer, flled
it with branded ICP material and
staffed it with ICP employees. We
secured a prime time for an interna-
tional press conference, and looked
for all other press opportunities.
RESULT Traffc at the exhibit was
very strong during the entire trade
show, with sales topping $1 million.
The press event was attended by
nearly 80 journalists from trade
magazines, mainstream newspa-
pers, news services and other out-
lets. Coverage, a sampling of which
you see on the following page, was
very good during the show and in
the weeks afterward.
PUBLICRELATIONS
April 2014 | EquipmentWorld.com 12
reporter
|

by Equipment World staff
T
he Chinese ma-
chines are here; why
arent U.S. contrac-
tors buying more of them?
The up to 40 percent price
differential between these
machines and established
brands would turn most
buyers heads, especially
since quality issues seem to
be diminishing.
The answer lies in con-
tinuing, if not universal,
aftersales uncertainties; its
all ne to get a great deal
on a machine, but if you
cant get parts or service in a timely manner, that
value can quickly evaporate. This aftermarket discon-
nect has prompted two equipment veterans to form
a company aimed at calming contractor fears over
buying Chinese-made equipment.
International Construction Products, led by former
Sany America president Tim Frank and Wes Lee,
previously with Volvo Construction Equipment, has
a basic premise: Chinese manufacturers are offering
good quality machines, they just dont know how
meet North American support expectations. Our
goal is to get this thing right, said Tim Frank, in
an interview with Equipment World on the eve of
ConExpo.
These prices always get someones attention, but
frankly, theres been a great disappointment after
that. Now a customer can buy this low cost product
with the condence of support, Frank said. ICP has
partnered with its rst signed manufacturer, Lonking,
which offered wheel loaders, excavators, dozers and
rollers at its ConExpo booth.
What American contractors need when considering
Chinese-made equipment is comfort, and lots of it,
says ICP. It proposes to ease the way in a number of
ways:
Buying: Were going to break the mold on how
these products come to market, Lee says, noting
that while contractors like using dealers, theyve also
grown more comfortable with buying online. So
ICP is giving users a choice: work through an ICP
dealer partner, or buy online through IronPlanet.
The price will be the same for example, $137,000
for a 4.5-cubic-yard wheel
loader whichever route
you choose. While we ob-
viously make more money
with the direct sale, Frank
says, we know we need
dealers in the mix to make
this work. Frank expects to
have 20 to 30 retail deal-
ers by the end of the year.
IronPlanet will be the en-
gine that drives our online
sales, with pricing, war-
ranty, nancing, etc., on to
the shopping cart and check
out, Lee says. Its like buy-
ing a sweater, only a really expensive, hydraulically
powered sweater.
Servicing: Buyers can select their local dealer to
perform their warranty work. ICPs service dealer
network soon with more than 350 locations, Frank
says will also be available for this work. And if
youve got an extensive in-house service operation,
you may qualify to do your own warranty work.
Technology included: Each machine comes with
three years of free telematics and Bluetooth-enabled
hands-free calling.
Cherry picked product: ICP vets each manufac-
turer, looking for repeatable quality and consistency.
We make sure the product meets the expectations of
the North American market, Frank says, especially
in terms of productivity and aftermarket support.
Known componentry: Machines imported by ICP
will have components such as Cummins engines
and Kawasaki pumps widely accepted and serviced
in North America, a common tactic for rms wanting
entre into the United States.
Western best practices, including a three-year,
3,000-hour warranty, 48-hour machine-down parts
guarantee, and 100-point inspection on incoming
machines. ICP also has a 30-day money back guar-
antee (you pay for hours run and transport), and a
payback promise of rental machine costs wherever
you rent it if the parts guarantee isnt met.
We deliver more prot to end users in an immedi-
ate way by lowering capital costs on equipment by up
to 40 percent; that has a huge impact on their bottom
line prot, Frank says. Marcia Gruver Doyle
ICP offers U.S. contractors comfort zone when
buying deep-discount Chinese machines
Lonking, which recently partnered with ICP,
reportedly sold all the machines in its ConExpo
booth the rst two days of the show.
World Highways - New online machine store will slash prices by up to 45% 4/12/14, 2:33:50 PM
http://www.worldhighways.com/event-news/conexpo-conagg-2014/news/new-online-machine-store-will-slash-prices-by-up-to-45/ Page -1-
07 March 2014
ZOOM
Lonking's excavators can now be bought online
New online machine store will slash prices
by up to 45%
First published CONEXPO-CON/AGG 2014 Daily News as Buy excavators
online, save 45%, says new US business
A brave new business model
which promises to deliver
Chinese construction equipment
with US-style customer support
and after-sales service to the
North American market was
launched at Conexpo on
Wednesday.
Customers can buy machines
online at between 30 and 45%
less than competitor products,
according to new company
International Construction
Products (IPC) Direct.
IPC is the brainchild of Tim Frank, former chairman of Sany America, who
has also worked for Volvo Construction Equipment, CNH Global and
Caterpillar. He has worked since October last year to set up the new
venture, recruiting industry heavyweights such as CEO Wes Lee and signing
up funders, dealers and industry partners.
We built this company to take what is a great product, built by the lowest
cost manufacturing entities in history and deliver it in a way that meets the
demands of North America, said Frank.
IPC signed a Deal with Chinese manufacturer Lonking at the end of last
year and expects to sell 300 of its machines by the end of 2014. Lonking is
Chinas leading manufacturer of wheeled loaders, producing 50,000 units a
year. Thats almost three times the market size of North America. They
know what they are doing, said Frank.
IPC has also signed up pre-approved dealers at 120 locations. We expect
to triple that number in the next 30 days, said Frank. The dealers will help
to provide the after-sales service IPD is promising.
To kick off, Lonking will be supplying four models of wheeled excavators
and three wheeled loaders. Dozers, rollers and forklifts will be added later
in the year. IPC also intends to set up deals with other Chinese or Asian
suppliers, to supply products that Lonking will not manufacture.
To allay potential fears about sourcing parts from China, the Lonking
machines will contain components from trusted brands, said Frank: We
decided to meet North American requirements we should put in
components that North American customers know and appreciate.
Daily Video
07 March 2014
ZOOM
by up to 45%
Wednesday.
Daily Video
subscribe contact us advertise industry jobs events FAQ ENR Subscriber Login
share: more print email
Text size: A A
Phot o by Jeff Rubenst one f or ENR
Chinese equipment manufacturers were a visible
presence at CONEXPO 2014.
ICP is now selling Lonking machines such as this wheel
loader through a deal with online auction house
IronPlanet.
----- Advertising -----
comment
Chinese Equipment Manufacturers Making Inroads at CONEXPO
03/07/2014
By Jeff Rubenstone in Las Vegas
Looking out over the Silver Lot at the Las Vegas
Convention Center during CONEXPO 2014, you'd be
forgiven for assuming it was reserved for China-based
heavy equipment manufacturers. Giant crane booms with
banners for Zoomlion and Sany loom overhead, an
imposing yellow booth for Lonking sits below, and a giant
robot statue made to look like a transformed Sany
excavator stood guard near the entrance to the lot. But it
was more than a show of strength from Chinese
equipment manufacturers. Lonking announced a deal with
a new company, International Construction Products, to
sell their wheel loaders in America through IronPlanet,
and Zoomlion announced a $20-million crane order with
their U.S. distributor.
Tim Frank, the former president of the American division
of China-based Sany, is now serving as chairman of ICP,
which has announced plans to sell heavy equipment from
China-based Lonking in North America. Rather than start
a dealer network from scratch, ICP is teaming up with
online equipment auction house IronPlanet to build an
online store for Lonking machines. "We'll be selling both
online to customers and through some traditional dealer
partners," says Frank.
Lonking is a major manufacturer in China, but it has had
no real presence in the U.S. The company produces over
50,000 wheel loaders per year, by far its most popular
product line. ICP is offering three models of Lonking wheel
loaders initially, along with four models of Lonking
excavators. Its offerings in North America also include
dozers and forklifts, with future plans to bring over the
company's skid-steer loaders, portable compressors and
other equipment.
The Lonking machines will be manufactured in China, and
shipped from Shanghai to U.S. ports with about a
monthlong delivery time. Parts will be stocked in the U.S.
facilities of TVH Parts Co. and a network of smaller
dealers across the U.S. will provide service. Frank says
ICP will be able to supply Lonking machines to roughly
80% of the North American market to start. In terms of
prices, the Lonking CDM835 wheel loader is listed on
IronPlanet at $85,000, while the higher-capacity CDM858
is listed at $124,000. IronPlanet currently has 19 Lonking
models listed for sale, mostly forklifts.
"We prepared for many years to enter into the North
American market," says Qui Debo, CEO and president of
Shanghai-based Lonking, who spoke to reporters at
CONEXPO through a translator. "ICP is a very young
company, but they have a very professional and
experienced team. They have a very good understanding
of the market and its customers." ICP only launched the
service on IronPlanet on March 4th, but expects to sell
300 machines by the end of 2014. "We believe we will do
over $150 million of business next year," says ICP's
This week's content
Archive
Subscribe to ENR
Order back issues
Manage Subscription
Newsletter
Subscriptions
Most Viewed on ENR.com
Panama Canal Owner, Contractors Agree to Final Cost,
Schedule (subscription required)
Legal Pot Is Now a High Priority Among Contractors
(subscription required)
Two Sides in Panama Canal Dispute Harden Their
Positions
Most Commented On enr.com
Why the Best CPM Schedulers Don't Rely (Too Much)
on Software
Viewpoint: Lawyers Are Taking Over and That's Not
Good
Video
SUBSCRIBE TODAY
& receive immediate web access
Search our site:
INFRASTRUCTURE BLDGS BIZ MGMT POLICY EQUIPMENT PEOPLE MULTIMEDIA OPINION TECH EDUCATION ECONOMICS TOP LISTS REGIONS
Share Share Share Share Share More Share Share
EQUIPMENT MATERIALS PRODUCT SNAPSHOT
Chinese Equipment Manufacturers Making Inroads at CONEXP... http://enr.construction.com/products/equipment/2014/0307-chin...
1 of 2 3/14/14, 9:23 AM

IndustryVetsTeamUptoBringChinese
ConstructionEquipmenttoMarket
BY BECKY SCHULTZ ON MAR 11, 2014
A pair of construction industry veterans has joined
forces to bring Chinese equipment options to
cost-conscious North American buyers. Tim Frank,
who has held executive level positions with Sany
America, Volvo, CNH and Caterpillar, has joined
forces with Wes Lee, most recently with Volvo
Construction Equipment, to form International
Construction Products (ICP), an innovative forum for
the sale and service of pre-approved Chinese
machines.
Behind the scenes is a highly experienced advisory
board consisting of Bob Hall, president of equipment
operations at Bechtel; Chris Arnold, global vice
president at Ameco Fluor; Steve Zagar, an industry insider most recently with Rudd Equipment; and Chuck
Yengst, president of Yengst Associates.
Frank, who serves as ICP chairman, asserts that Chinese equipment has evolved substantially in terms of
quality, and is now equal to if not surpassing Western and Japanese technology in some cases. You
probably couldnt say that 5 years ago, he acknowledges. From our perspective and that of Europe, the
problem is just making a good machine isnt enough. We built a company to take a great product built by
lowest-cost entities and provide these products into North America.
Our vision is to be a multi-billion dollar platform to sell and support Chinese equipment the way
customers want it both online direct and via established dealer partners, says Frank. We plan to provide
world-class support for Chinese brands that we have pre-approved.
Initial Industry Partner
EQUIPMENT
! "
Industry Veterans Team Up to Bring Chinese Construction Equ... http://www.forconstructionpros.com/article/11327546/industry-...
1 of 3 3/14/14, 9:20 AM
Three Questions With...Wes Lee, International Construction Products | Construction Equipment 4/12/14, 2:33:18 PM
http://www.constructionequipment.com/blog/three-questions-withwes-lee-international-construction-products Page -1-
newsletters subscribe advertise about contact

WHAT ARE YOU LOOKING FOR?
Rod Sutton
Rod Sutton is
editorial
director of
Construction
Equipment
magazine. He is in charge of editorial
strategy and writes a monthly column
for the magazine, The Sutton Report.
He has nearly 25 years in construction
journalism, and has been with
Construction Equipment since 2001.
THREE QUESTIONS WITH...WES LEE, INTERNATIONAL
CONSTRUCTION PRODUCTS
I talk with Wes Lee, CEO of International Construction Products, about the online
marketplace's business model.
April 08, 2014
Another in a series of byte-sized one-on-one visits with
construction industry insiders. International
Construction Products plans to sell heavy equipment
through its website, ICPDirect.com. The brainchild of
Tim Frank, former chairman/CEO of Sany, ICPs
business model rests firmly on the Achilles Heel of
import success: customer support and a broad dealer
network.
After letting the initial dust settle from ICP's Conexpo
launch, I talked with CEO Wes Lee, whose experience in
global marketing spans decades, about the companys
business model.
1. Describe the lightbulb that went off for an online marketplace linking China to
competitive western markets.
Ive seen the evolution and how quickly the products have evolved in China. As Ive seen the
tremendous change, Im thinking to myself, theres a huge wave coming. When you couple that
with the need of the Chinese manufacturers to broaden their geographic scope of sales, its
inevitable that theyre going to come to the Americas.
Tim [Frank] thought all of the previous Chinese manufacturers and their partners in the U.S. had
failed to deliver. Anyone can build a good machine; its how you support it that counts.
In the traditional distribution channel, we all know that most of the big players are already taken,
the guys with the big bags of money are taken. The smaller players can only buy what their
balance sheet will allow them, a few machines at a time. We thought there had to be a better
way to do that, hence the vision of the Internet.
The model works ifand I strongly emphasize ifyou have a Chinese partner that understands
why it didnt work previously, is willing to listen, and wants to do it the right way.
Large Skid Steers...
Cost of emissions
technology and buyer
concern for greater
efficiency...
SEARCH
SUPPLIERS
COMPARE SPECS
EVALUATIONS
EVALUATIONS ASSET MANAGEMENT TOP 100 RESOURCES MAGAZINE CONEXPO
EQUIPMENT TYPE
07 March 2014
ZOOM
by up to 45%
Wednesday.
Daily Video
subscribe contact us advertise industry jobs events FAQ ENR Subscriber Login
share: more print email
Text size: A A
Chinese equipment manufacturers were a visible
presence at CONEXPO 2014.
ICP is now selling Lonking machines such as this wheel
loader through a deal with online auction house
IronPlanet.
comment
Chinese Equipment Manufacturers Making Inroads at CONEXPO
03/07/2014
By Jeff Rubenstone in Las Vegas
Looking out over the Silver Lot at the Las Vegas
Convention Center during CONEXPO 2014, you'd be
forgiven for assuming it was reserved for China-based
heavy equipment manufacturers. Giant crane booms with
banners for Zoomlion and Sany loom overhead, an
imposing yellow booth for Lonking sits below, and a giant
robot statue made to look like a transformed Sany
excavator stood guard near the entrance to the lot. But it
was more than a show of strength from Chinese
equipment manufacturers. Lonking announced a deal with
a new company, International Construction Products, to
sell their wheel loaders in America through IronPlanet,
and Zoomlion announced a $20-million crane order with
their U.S. distributor.
Tim Frank, the former president of the American division
of China-based Sany, is now serving as chairman of ICP,
which has announced plans to sell heavy equipment from
China-based Lonking in North America. Rather than start
a dealer network from scratch, ICP is teaming up with
online equipment auction house IronPlanet to build an
online store for Lonking machines. "We'll be selling both
online to customers and through some traditional dealer
partners," says Frank.
Lonking is a major manufacturer in China, but it has had
no real presence in the U.S. The company produces over
50,000 wheel loaders per year, by far its most popular
product line. ICP is offering three models of Lonking wheel
loaders initially, along with four models of Lonking
excavators. Its offerings in North America also include
dozers and forklifts, with future plans to bring over the
company's skid-steer loaders, portable compressors and
other equipment.
The Lonking machines will be manufactured in China, and
shipped from Shanghai to U.S. ports with about a
monthlong delivery time. Parts will be stocked in the U.S.
facilities of TVH Parts Co. and a network of smaller
dealers across the U.S. will provide service. Frank says
ICP will be able to supply Lonking machines to roughly
80% of the North American market to start. In terms of
prices, the Lonking CDM835 wheel loader is listed on
IronPlanet at $85,000, while the higher-capacity CDM858
is listed at $124,000. IronPlanet currently has 19 Lonking
models listed for sale, mostly forklifts.
"We prepared for many years to enter into the North
American market," says Qui Debo, CEO and president of
Shanghai-based Lonking, who spoke to reporters at
CONEXPO through a translator. "ICP is a very young
company, but they have a very professional and
experienced team. They have a very good understanding
of the market and its customers." ICP only launched the
service on IronPlanet on March 4th, but expects to sell
300 machines by the end of 2014. "We believe we will do
over $150 million of business next year," says ICP's
This week's content
Archive
Subscribe to ENR
Order back issues
Manage Subscription
Newsletter
Subscriptions
Most Viewed on ENR.com
Panama Canal Owner, Contractors Agree to Final Cost,
Schedule (subscription required)
Legal Pot Is Now a High Priority Among Contractors
(subscription required)
Two Sides in Panama Canal Dispute Harden Their
Positions
Most Commented On enr.com
Why the Best CPM Schedulers Don't Rely (Too Much)
on Software
Viewpoint: Lawyers Are Taking Over and That's Not
Good
Video
SUBSCRIBE TODAY
& receive immediate web access
Search our site:
INFRASTRUCTURE BLDGS BIZ MGMT POLICY EQUIPMENT PEOPLE MULTIMEDIA OPINION TECH EDUCATION ECONOMICS TOP LISTS REGIONS
Share Share Share Share Share More Share Share
EQUIPMENT MATERIALS PRODUCT SNAPSHOT
Chinese Equipment Manufacturers Making Inroads at CONEXP... http://enr.construction.com/products/equipment/2014/0307-chin...
1 of 2 3/14/14, 9:23 AM

IndustryVetsTeamUptoBringChinese
ConstructionEquipmenttoMarket
BY BECKY SCHULTZ ON MAR 11, 2014
A pair of construction industry veterans has joined
forces to bring Chinese equipment options to
cost-conscious North American buyers. Tim Frank,
who has held executive level positions with Sany
America, Volvo, CNH and Caterpillar, has joined
forces with Wes Lee, most recently with Volvo
Construction Equipment, to form International
Construction Products (ICP), an innovative forum for
the sale and service of pre-approved Chinese
machines.
Behind the scenes is a highly experienced advisory
board consisting of Bob Hall, president of equipment
operations at Bechtel; Chris Arnold, global vice
president at Ameco Fluor; Steve Zagar, an industry insider most recently with Rudd Equipment; and Chuck
Yengst, president of Yengst Associates.
Frank, who serves as ICP chairman, asserts that Chinese equipment has evolved substantially in terms of
quality, and is now equal to if not surpassing Western and Japanese technology in some cases. You
probably couldnt say that 5 years ago, he acknowledges. From our perspective and that of Europe, the
problem is just making a good machine isnt enough. We built a company to take a great product built by
lowest-cost entities and provide these products into North America.
Our vision is to be a multi-billion dollar platform to sell and support Chinese equipment the way
customers want it both online direct and via established dealer partners, says Frank. We plan to provide
world-class support for Chinese brands that we have pre-approved.
Initial Industry Partner
EQUIPMENT
! "
Industry Veterans Team Up to Bring Chinese Construction Equ... http://www.forconstructionpros.com/article/11327546/industry-...
1 of 3 3/14/14, 9:20 AM
Three Questions With...Wes Lee, International Construction Products | Construction Equipment 4/12/14, 2:33:18 PM
http://www.constructionequipment.com/blog/three-questions-withwes-lee-international-construction-products Page -1-
newsletters subscribe advertise about contact

WHAT ARE YOU LOOKING FOR?
Rod Sutton
Rod Sutton is
editorial
director of
Construction
Equipment
magazine. He is in charge of editorial
strategy and writes a monthly column
for the magazine, The Sutton Report.
He has nearly 25 years in construction
journalism, and has been with
Construction Equipment since 2001.
THREE QUESTIONS WITH...WES LEE, INTERNATIONAL
CONSTRUCTION PRODUCTS
I talk with Wes Lee, CEO of International Construction Products, about the online
marketplace's business model.
April 08, 2014
Another in a series of byte-sized one-on-one visits with
construction industry insiders. International
Construction Products plans to sell heavy equipment
through its website, ICPDirect.com. The brainchild of
Tim Frank, former chairman/CEO of Sany, ICPs
business model rests firmly on the Achilles Heel of
import success: customer support and a broad dealer
network.
After letting the initial dust settle from ICP's Conexpo
launch, I talked with CEO Wes Lee, whose experience in
global marketing spans decades, about the companys
business model.
1. Describe the lightbulb that went off for an online marketplace linking China to
competitive western markets.
Ive seen the evolution and how quickly the products have evolved in China. As Ive seen the
tremendous change, Im thinking to myself, theres a huge wave coming. When you couple that
with the need of the Chinese manufacturers to broaden their geographic scope of sales, its
inevitable that theyre going to come to the Americas.
Tim [Frank] thought all of the previous Chinese manufacturers and their partners in the U.S. had
failed to deliver. Anyone can build a good machine; its how you support it that counts.
In the traditional distribution channel, we all know that most of the big players are already taken,
the guys with the big bags of money are taken. The smaller players can only buy what their
balance sheet will allow them, a few machines at a time. We thought there had to be a better
way to do that, hence the vision of the Internet.
The model works ifand I strongly emphasize ifyou have a Chinese partner that understands
why it didnt work previously, is willing to listen, and wants to do it the right way.
Large Skid Steers...
Cost of emissions
technology and buyer
concern for greater
efficiency...
SEARCH
SUPPLIERS
COMPARE SPECS
EVALUATIONS
EVALUATIONS ASSET MANAGEMENT TOP 100 RESOURCES MAGAZINE CONEXPO
EQUIPMENT TYPE
PUBLICRELATIONS
WALLSTREETJOURNAL
NATIONALMEDIA
CHALLENGE Prepare senior staff for
a visit from the manufacturing beat
writer for The Wall Street Journal.
STRATEGY Prepare a 30-page
briefng paper on the writer and his
published stories, along with media
training guidelines for how to act
during an interview. Aggressively re-
spond to preparatory requests from
the reporter.
RESULT A high-profle story on
the cover of the WSJs Marketplace
section, paired with an eight-photo
slide show on the papers highly
traffcked web site. Many follow-up
communiques were prepared for
senior executives in China, who were
unprepared for any potentially nega-
tive statements in the article. Was
a good lesson on managing media
inquiries without expecting to control
the tone or content of stories.
Y E L L O W
2013 Dow Jones & Company. All Rights Reserved. * * * * THE WALL STREET JOURNAL. Tuesday, January 29, 2013 | B1
CFO JOURNAL B7 | WEATHER B8
TOKYOToyota Motor Corp.
reclaimed the title of worlds
largest auto maker in 2012 from
General Motors Co., rebounding
from an earthquake that dam-
aged its factories and embar-
rassing recalls that dinged its
reputation.
Toyota sold 9.75 million vehi-
cles last year, compared with
9.29 million for GM. Toyota was
boosted by a 27% sales increase
in the U.S., following a down
year in 2011 when a powerful
earthquake in Japan disrupted
production and caused a short-
age of vehicles.
Toyota and its Japanese rivals
came back in 2012 with full pro-
duction and higher discounts in
a bid to gain market share. In
many cases, Toyota increased
sales incentives by trimming the
cut of profit that previously
went to dealers, owners of Toy-
ota franchises said. Some Toyota
dealers saw their new-car sales
jump 25%, but had no increase in
profit compared with 2011, these
owners said.
The strategy powered Toy-
otas U.S. sales back to prereces-
sion levels. In 2012, the company
sold 2.1 million cars in the U.S.
market, an increase of nearly
half a million cars. It was Toy-
otas best year in the U.S. since
2008.
Likewise, Hondas U.S. sales
rose 24% in 2012 to 1.4 million
cars and light trucks, an increase
of 275,500. Honda also boosted
incentives, both to regain the
market share it lost and to prop
up sales of its redesigned Civic
compact, which the company ac-
knowledged didnt measure up
to competing vehicles. It has
since overhauled the car.
GM and Ford Motor Co.,
meanwhile, held back on incen-
tives. Their U.S. sales rose just
3.7% and 4.7%, respectively, in
2012. Ford is slated to report its
latest results on Tuesday.
Toyota, whose sales volume
includes minicar maker
Daihatsu Motor Co. and truck
maker Hino Motors Ltd.,
bounced back amid demand for
its Prius hybrids, sedans like the
Camry and sport-utility vehicles
such as the Lexus RX 350.
Toyota first became No. 1 in
2008 and held the position for
three years. GM held the top
spot for almost eight decades
before being dethroned. GM,
which emerged in 2009 from
government-backed bankruptcy,
has said it is no longer focused
on being the worlds biggest.
Recent sales gains, coupled
with a sharp weakening of the
yen against the dollar, may bode
well for the profit picture at Ja-
pans auto makers. A weaker yen
increases the value of dollar-de-
nominated sales overseas and
makes Japanese exports more
competitive abroad.
This year, Toyota has forecast
sales of 9.91 million vehicles on
expectations for more modest
growth now that it has caught
up on a backlog of orders from
2011. It also reflects continued
difficulties for it and Japans
other auto makers in China, the
worlds largest auto market.
Sales of Japanese brands
plummeted from mid-September
last year amid mounting political
tensions between Beijing and
Tokyo. While Japans auto mak-
ers say demand has begun to re-
cover, the spat has been a major
setback in efforts to match U.S.
and European rivals with greater
market share in China.
Toyota didnt provide a break-
down by country Monday, but it
previously said it wouldnt likely
meet a 2012 goal of selling one
million cars in China.
Neal Boudette
contributed to this article.
BY CHESTER DAWSON
Toyota Takes
Sales Crown
Pole Position
Global sales, in millions
of vehicles
Sources: the companies; European Pressphoto
Agency (photo)
The Wall Street Journal
*
Includes Daihatsu and Hino Motors
10.0
0
2.5
5.0
7.5
2008 '09 '10 '11 '12
Toyota*
GM
About three years ago, some
2,500 employees at Land O
Lakes Inc. used company-issued
BlackBerrys. Today, the number
at the Minnesota butter maker is
down to 12.
Despite this weeks launch of
a new BlackBerry, Barry Liben-
son, the companys chief infor-
mation officer, said he is no
longer planning on supporting
BlackBerrys. The vast major-
ity of his employees prefer a
different smartphone, he said,
and BlackBerry maker Research
In Motion Ltd.s precarious fi-
nancial position is a concern
for us.
Mr. Libensons reluctance,
echoed by other executives
weighing whether to continue
supporting BlackBerrys in the
workplace, illustrates the giant
challenge RIM faces as it rolls
out details Wednesday about its
newest operating system, Black-
Berry 10, and two new phones
that will run off it.
RIM used to depend on lu-
crative deals with corporations
and government agencies for
the bulk of its businessin
early 2007, ahead of Apple
Inc.s iPhone launch, corporate
clients made up 71% of its sub-
scriber base.
But that percentage has
shrunk to as little as 20% to
25%, estimates Kris Thompson,
an analyst at National Bank of
Canada, as RIM has grown its
consumer base and more compa-
nies in recent years have allowed
employees to bring in their own
personal smartphone to access
email and other company sys-
tems. The BYOD trend acceler-
ated as more employees
switched to the iPhone.
A survey early last year
from Forrester Research
showed that 54% of more than
1,600 IT decision makers at
North American and European
companies said they are imple-
menting a BYOD program.
For CIOs, the program is a
money saver, allowing the com-
pany to forgo the cost of the
phone itself. A bevy of compa-
nies now offer easy-to-use, se-
cure software that allows CIOs
to manage a number of different
Pleaseturntothenext page
BY WILL CONNORS
AND CLINT BOULTON
Has RIM Lost Its Core?
PEACHTREE CITY, Ga.
Caterpillar Inc. is struggling
in China, as shown by the U.S.
companys recent disclosure
of a hefty write-down in the
value of a Chinese mining-
equipment maker it bought
last year. But a visit to this
Atlanta suburb shows that
Chinese construction-equip-
ment companies are finding
the U.S. a tricky market too.
When Sany Heavy Indus-
try Co. bought 228 acres of
wooded land in an industrial
zone here in 2007, almost no
one in the U.S. had heard of
the Chinese company. Without
waiting to overcome that
challenge, Sany built a $60
million office building and ad-
joining warehouse.
So far, Sany has little to
show for that investment. The
companys U.S. market share re-
mains minuscule. Only a few
hundred Sany excavators have
been sold in the American mar-
ket so far, company officials say.
On a recent morning here, a few
workers were puttering around
on the gleaming concrete floor
in the warehouse; the 18 bright
red upholstered chairs lined up
neatly in the three-story atrium
were empty.
Even so, Sany officials say
they aim to turn their company
into the worlds biggest maker of
construction equipment, eclips-
ing the current leader, Cater-
pillar, and No. 2, Komatsu
Ltd. of Japan. Caterpillar and
Komatsu declined to comment
on Sanys ambition.
Sany is No. 6 on the latest
ranking of the worlds biggest
makers of construction equip-
ment compiled by KHL Group,
a publisher of construction
magazines. Sany executives
say they are scouting for ac-
quisitions and joint ventures
to gain a broader product line,
more sales and rental outlets.
The companys U.S.-based
executives acknowledge they
dont yet need all of the ca-
pacity created here; its 60,000
square feet of office space
equates to 700 square feet for
each of the 85 or so employ-
ees here. But having such an
Pleaseturntothenext page
BY JAMES R. HAGERTY
AND COLUM MURPHY
ChineseMachines, U.S. Doubt
Sany, an Ambitious Competitor, Comes
To Georgia but Buyers Are Still Scarce
The woes of Boeing Co.s
Dreamliner jet are straining one
of the aviation worlds coziest
relationships: that between Boe-
ing and its customers and suppli-
ers in Japan.
All Nippon Airways Co., the
first and largest operator of Boe-
ings new 787, cancelled 459
flights through Jan. 31 after bat-
tery fires on two Dreamliners
prompted global regulators to
ground the planes nearly two
weeks ago. Rival Japan Airlines
Co., which flies seven Dreamlin-
ers and suffered a fire, has also
been hit by the planes stoppage.
Its not just the airlines that
are affected. More than a third of
each 787 is built by Japanese
manufacturers before being sent
to the U.S. for assembly. Roughly
43% of Japanese aerospace em-
ployment is linked to Boeing
projects, Boeing says.
Much of the investigation into
the Dreamliners problems has
centered on smaller Kyoto-based
GS Yuasa Corp., maker of the
Dreamliners troubled batteries,
and Kanto Aircraft Instrument
Co., a company south of Tokyo
responsible for the circuit board
that controls the battery pack.
So far, there is no indication that
either companys products were
at fault.
Japans 787 operators and
builders still are standing by the
high-tech plane. But signs of
frustration, rarely expressed in
Japan, are emerging.
"As an airline person, its ex-
asperating to think that weve
got 17 cutting-edge planes sitting
here that cant fly, says Shinzo
Shimizu, ANAs vice president in
charge of corporate planning, in
a recent interview.
Boeings troubles come as a
recent wave of deregulation is
shifting Japans market. Five
years ago, almost every jetliner
flying in Japan was a Boeing.
Since then, Boeings rival Airbus
has scored a string of small wins
with fast-growing upstart air-
lines. The unit of European
Aeronautic Defence & Space
Co.s new customers include two
budget carriers recently estab-
lished by Boeing stalwart ANA.
Today, Airbus says 44 of its
planes fly in Japan. More are en-
tering the market, including the
two-deck Airbus A380 Superjum-
bos, which upstart Skymark Air-
lines Inc. expects to start flying
in 2014.
ANA and Japan Airlines re-
main dedicated to Boeing, but
they face increasing pressure
from lenders to reassess the
risks of relying on one plane sup-
plier. Bankers argue that encour-
aging competition between Boe-
ing and Airbus would offer more
bargaining power, says a finan-
cier close to the airlines.
The Japanese carriers tradi-
tionally didnt bargain hard with
Boeing, partly because their pur-
chases support Japanese manu-
facturers, according to several
people familiar with the market.
As a result, ANA paid signifi-
PleaseturntopageB6
BY PHRED DVORAK
AND DANIEL MICHAELS
In Japan, Dreamliner Woes
Test Cozy Corporate Ties
Sany equipment
stands guard at
the companys
new complex in
Peachtree, Ga.
Sany is the worlds sixth-largest construction-equipment company.
J
e
f
f
H
e
r
r
f
o
r
T
h
e
W
a
ll
S
t
r
e
e
t
J
o
u
r
n
a
l
(
2
)
Caterpillars profit sinks; CEO
defends China deal................ B2
Marissa Mayer Shows
Theres Life in Yahoo Yet
EARNINGS B3
Businesses Find Delaware
Not as Friendly as Before
CFO JOURNAL B7
Growing Closer
Source: the company
The Wall Street Journal
Japanese companies role in
Boeing production has
increased signicantly.
16% Japanese
21%
35%
Model: 767 Year (1982)
777 (1995)
787 (2011)
Detroits profits are back......... B4
Ahead of the Tape........................ C1
Japan ends part of its 787
battery probe.................................. B6
Online
>>
Scan this image
for breaking news
and analysis on
RIMs BB10 and
new devices at
WSJ.com/Tech.
Are your goals and
investments on the
same page?
Where is the story called your life headed? At Northern Trust we want to
help you get to the next chapter. We align your assets and risk preferences
with each of your goals for a fully customized approach. With careful attention
paid to the effects of fees, taxes and infation in order to maximize opportunity
and minimize risk. You have goals. We help you make sure theyre on the same
page as your investments. To learn more, call 1-866-803-5857or visit us at
northerntrust.com/page.
Wealth Management | Asset Management | Asset Servicing
Member FDIC. 2013 Northern Trust Corporation.
C MY K Composite
C o m p o s i t e M A G E N T AC Y A NB L A C K
P2JW029000-4-B00100-1--------XA CL,CN,CX,DL,DM,DX,EE,EU,FL,HO,KC,MW,NC,NE,NY,PH,PN,RM,SA,SC,SL,SW,TU,WB,WE
BGN,BMT,BRX,CCA,CHR,CKP,CPD,CXT,DNV,DRG,HAW,HLD,KCS,LAG,LAT,LKD,MIA,MLJ,NMX,PAL,PHI,PVN,SEA,TDM,TUS,UTA,WOK
P 2 J W 0 2 9 0 0 0 - 4 - B 0 0 1 0 0 - 1 - - - - - - - - X A
VISIT TO
Joe Hanneman
Director of Marketing
Prepared by
MEDIA BRIEFING PAPER
PUBLICRELATIONS
WAVEBOXPRCAMPAIGN
PRODUCTLAUNCH
The product was a radical change
for the consumer appliance market
place: a portable microwave that
could be powered for use inside
the vehicle.
CHALLENGE Create extensive
media coverage and consumer
expectation for this new product.
STRATEGY Kick off a media cam-
paign at the International Home
& Housewares Show, followed by
a product launch blitz aimed at
mainstream media and trade media
editors.
RESULT Over its frst year, the
WaveBox received incredible media
coverage around the world. Our
major appearances included the
Today show, the Tonight Show with
Jay Leno, HGTV, USA Today and an
impressive list of consumer and
B2B magazines.
Feature articles with photos ap-
peared in dozens of newspapers
across the United States, Canada
and Mexico. Tech blogs and Web-
based news sites also provided
extensive coverage of the launch.
PUBLICRELATIONS
WAVEBOXPRCAMPAIGN
PUBLICRELATIONS
PUBLICRELATIONS
INTERNALCOMMUNICATIONS
PUBLICRELATIONS
THEINSIDER
CHALLENGE Increase employee
knowledge of company happen-
ings and boost feelings of inclusion
among staff at Sany America Inc.
STRATEGY Publish a twice-monthly
newsletter, The Insider, featuring
company hard news, as well as
feature stories, photos and cross-
cultural information.
RESULT We received immediate
positive feedback upon establish-
ment of the newsletter, followed by
regular idea submissions from staff
in Georgia and abroad. Newsletter
publication led to establishment of
an information video kiosk in the
lobby of corporate headquarters. The
kiosk included news from The Insid-
er, as well as content that developed
between issues of the publication.
PUBLICRELATIONS
BOOKLAUNCHPR
BOOKPROMOTION
CHALLENGE Get attention for a new
book in media markets saturated
with product announcements and
other news.
STRATEGY Send copies of the book
to select editors, writers and produc-
ers, then follow up with personal
contact to gauge the interest in
reviews or feature stories.
RESULT Impressive results includ-
ing a front-page story in the Juneau
County Star-Times, an extensive
story in the Sun Prairie Star on a
local author
event, an
in-depth
feature
story in the
Milwaukee
Catholic
Herald, and
an appear-
ance on
EWTN Global Catholic Radios Son
Rise Morning Show.
PUBLICRELATIONS
W
eb sites can serve as the primary marketing communication vehicle for a business
or organization, or be ancillary support to other media. My Web work has included
business-to-consumer and business-to-business sites. Ive also created several pro bono
sites for nonproft organizations.
WEBDESIGN
STRATEGISONEWEBSITE
CORPORATESITE
I started my business in 2004 with
a small web site put together by
a colleague. Over time, I needed
an expanded presence to serve as
advertising and as a portfolio of
professional work.
CHALLENGE Develop an online
portfolio site for Strategis One, using
no outside subcontractors.
STRATEGY Develop a clean site de-
sign that has the fexibility to expand
with the companys capabilities.
RESULT A simple but energetic
site design that showcases work in
graphic design, video, PR, pho-
tography, marketing, research and
genealogy consulting. The site was
created in just over two weeks
without spending dollars for outside
help.
WEBDESIGN
WEBDESIGN
CATHOLICCEMETERIES
NONPROFITSITE
The Racine Catholic cemetery association wanted to up-
grade its web site from a few template pages to a custom
design with much more information.
CHALLENGE Build a new site detailing four cemetery loca-
tions. No copy or images were provided.
STRATEGY Shoot extensive photo galleries for each cem-
etery; pair them with well researched copy and an elegant
design.
RESULT A great online cemetery resource as attractive as
any found in Wisconsin. All components of the project
design, photography, research, writing and hosting were
done pro bono.
P
hotographic images can greatly enhance the written word in brochures and on other printed
collateral. They also stand alone in their power to convey ideas and express emotions. Ive
directed and/or shot tens of thousands of images, from construction projects and architecture
to art glass and nature.
PHOTOGRAPHY
Photo for Polaris Industries shot by
Milwaukee-based photographer Chris
Duzynski. Photo direction by Joe
Hanneman.
PHOTOGRAPHY
PHOTOS ABOVE DIRECTED AND SHOT BY JOE HANNEMAN. SEE MORE AT http://bit.ly/1BhKdPF
PHOTOGRAPHY
PHOTOS ABOVE DIRECTED AND SHOT BY JOE HANNEMAN. SEE MORE AT http://bit.ly/1BhKdPF
PHOTOGRAPHY
PHOTOS ABOVE DIRECTED BY JOE HANNEMAN AND SHOT BY CHRIS DUZYNSKI. SEE MORE AT http://bit.ly/1pvd26k
PHOTOGRAPHY
2594 LEOPOLD WAY #107 SUN PRAIRIE, WISCONSIN 53590 262.664.3215
SENIOR DIRECTOR OF MARKETING
INTERNATIONAL CONSTRUCTION PRODUCTS
DIRECTOR OF MARKETING
SANY AMERICA INC.
DIRECTOR AND PRINCIPAL
STRATEGIS ONE LLC /S+ONE PUBLISHING
VICE PRESIDENT
MALCOLM MARKETING COMMUNICATIONS
DIRECTOR OF MARKETING & PUBLICATIONS
UNIVERSITY OF WISCONSIN-PARKSIDE
NEWS REPORTER
THE JOURNAL TIMES, CHICAGO TRIBUNE, WISCONSIN STATE JOURNAL
NOVEMBER 2013 TO PRESENT
JULY 2012 TO OCTOBER 2013
JUNE 2004 TO DECEMBER 2011
MARCH 2000 TO JUNE 2004
JULY 1992 TO MARCH 2000
FEBRUARY 1984 TO JULY 1992
Created the branding and marketing strategy for this frst-of-its-kind online market-
place for new heavy construction equipment. Startup work included all visual identity
materials: corporate video, e-commerce web site, trade show graphics, machine de-
cals, point-of-purchase materials, presentations, training documents, product bro-
chures and more. Managed the public launch of the company with industry trade
media at the largest North American trade show in Las Vegas.
Planned and developed the companys frst comprehensive marketing plan, from
media relations, dealer communications and advertising to publications and mer-
chandise. Work included trade public relations, product literature, videos, photography
and management of a major NASCAR race-team sponsorship with Tommy Baldwin
Racing. Assumed marketing responsibility for sister company Sany Germany GmbH,
helping company offcials plan for initial product launches in Europe.
Created effective, high-impact marketing materials for units of Volvo Construction
Equipment in North America, Europe and South Korea. Client work included site pho-
tography, PR testimonials, product videos, brochures, presentations, market research,
product launches and customer events. I also developed broadcast commercials,
web sites and videos for local and regional clients. Wrote, designed and published
a paperback book, The Journey Home: My Fathers Story of Cancer, Faith and Life-
Changing Miracles, available on Amazon.com.
Directed a staff of fve account managers in developing public relations, advertising,
print collateral and other marketing material for clients in construction, health care,
banking and other industries. Directed all phases of client feld projects: trade media
events, dealer conventions, market research and photo shoots.
Served as chief marketing offcer for this 5,000-student campus in the University of
Wisconsin System. Was the architect and director of a comprehensive communica-
tions program that included print collateral, advertising, admissions materials and
market research. Served as editor of the university magazine, Perspective.
Was an award-winning reporter for 37,000-circulation daily newspaper in Racine, Wis.
Previously worked as a reporter for the Wisconsin State Journal in Madison, and
a Wisconsin special correspondent for the Chicago Tribune. At The Journal Times, I
covered every major beat, including state government, health and medicine, police,
courts, schools, higher education and investigative projects.
Recruiting, hiring and evaluating staff
In-house and client budgeting and forecasting
Direction of major projects and project teams
Building successful relationships at all levels
EXECUTIVE LEADERSHIP
Quantitative and qualitative research
In-depth videotaped customer interviews
Focus groups
Customer prospect development
Industry and market-segment white papers
MARKET RESEARCH
Direction of on-site project teams
Logistics, travel, contractors, internal staff
Coordination from concept to nished product
Media buying for television, radio and outdoor
PROJECT DIRECTION
Hard news reporting, writing and editing
Full-length magazine feature writing
Television, video and audio scripting
Creative copy for ads, brochures, web sites
Author of the 2010 book, The Journey Home
WRITING AND EDITING
Location videography with camera crane
Video production for promos, commercials
Graphic design for print, online and packaging
CREATIVE DIRECTION
Bachelor of arts in journalism, political science,
University of Wisconsin-Madison
Prociency in wide range of software: page
layout, photo editing & manipulation, graphics,
audio and video.
EDUCATION

Joe Hanneman Portfolio 2014

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Joe Hanneman Portfolio 2014

Загружено:

Авторское право:

Доступные форматы

PROFESSIONALPORTFOLIO

COMMUNICATION STRATEGY MARKETING JOURNALISM

Small is welcomed home

Continuing demand from North American construction projects mean higher

T WOULD BE DlFFlCULT TO OvEPESTlMATE THE lMPOPTANCE OF

KEY INDUSTRY PLAYERS

Вам также может понравиться