Reline America's Mediavore

Social media and Loyalty

2011-06-16T14:48:00.001-04:00

Brand loyalty is the essence the customer-company relationship. Establishing brand loyalty is the most important aspect of managing brand equity. In this blog we would like to relate this concept, as studied for retail, with ways that it can be applied to the water solutions industry.

Linda Ireland with mpdailyfix.com addresses how social media can strengthen your relationship with customers through free platforms such as Facebook, Twitter, Foursquare and YouTube. Click here to read more.

How do you use social media to gain Loyalty?

How to make someone open your emails

2011-06-15T14:05:00.000-04:00

When contacting someone for the first time, it can be hard to get your email opened. We know that if we’re deleting most our emails without opening them, chances are others are too. When trying to grab a potential customer’s attention in an email subject line, use the following tips from copyblogger.com to raise your chances of actually getting your message through.

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The writer begins by following the rules for writing headlines and applying them to the subject line of an email.

Useful: Is the promised message valuable to the reader?
Ultra-specific: Does the reader know what’s being promised?
Unique: Is the promised message compelling and remarkable?
Urgent: Does the reader feel the need to read now?

The whole article is full of useful suggestions but the three comments below are our favorites.

Identify yourself
Rely on spam checking software
Shorter is better

What do you think?

Source)

How to maintain the company blog

2011-06-14T14:43:00.001-04:00

It’s scary, it’s a bother and mostly busy people would rather talk about “what-if” than actually create some compelling content. While it will be beneficial to read the whole article 13 tips for creating a top-ranked blog, the following points were our favorites. These points speak to the truth of the relationship that most companies have with social media.

Tip #1. Make it a company priority.

Tip #4. You need to go into the process understanding that a percentage of readers will simply take your ideas and run with them, without ever contacting you.

Tip #5. Direct your staff to spend 10 minutes each day reading leading blogs within your industry.

Tip # 13. When you’re working with your blog team, make it clear that they are the ones in charge of pushing the boundaries and making the blog better and better.

What do you think after reading the tips?

Controversial Advice

2011-06-12T14:38:00.001-04:00

“In the social media era, you often hear advice telling you to be more transparent. Real transparency involves taking a bit of a risk and sharing something that you may have previously thought of as your own secrets,” explains an article on www.rohitbhargava.com . The article concludes the following three points: share how much are you making, share where you don’t make money, and share the real size and skills of your team.

Read the article and let us know what you think.

A Twit’s Tweet

2011-06-11T15:26:00.005-04:00

After reading an entry about Chrysler’s social media problems, the interaction between a company representative and the public in an online format comes into question.

Basically, a Chrysler employee accidentally tweeted from the company account using a vulgarity. Certainly, just the possibility of such a mishap strikes fear into the hearts of most executives.

Social media is campy with links to thousands of uncontrollable sites and brevity as the champion. One of the best parts of the interactivity is also a company’s menace: the humanity. The article writer expounds by saying, “Social media is so human that the line between a thought and a tweet doesn’t have much of a shadow, whereas traditional campaigns are groomed and clipped and edited a thousand times over before making it to the public sphere.”

In an age where advertising is super careful, the concept of flippant communication via the Internet is frightening. This is probably why traditional companies have avoided as long as possible. The writer sums the concept up nicely by stating “… but isn’t the whole point of social media that customers have the opportunity to interact with human representatives of brands? And humans, well, we mess up. After 5000+ tweets and updates and blog posts, etc. it’s to be expected that most humans would make a mistake or two – especially if an error is as easy as forgetting a single click-over to a separate twitter handle.”

So what do you think about encouraging employees to interact with our brands online?

Tips for mobile device emails

2011-06-10T14:09:00.001-04:00

How many of us have fallen prey to the awkward reading space available on most mobile devices? Even though you may be writing an email with the intent of the message being read on a computer, the odds are high that they could be viewed on that dreaded mini-screen. To begin, images and attachments tend to glitch. Also, hitting “enter” means that your next row of text might be forgotten if the user assumes the message is complete before they finish scrolling to the bottom. An article at www.mpdailyfix.com suggests several tips for making your message easier to process on a mobile device. Below are our favorites:

Tip 1) Write snappy, engaging pre-header text

Tip 2) Offer clear calls to action in different formats

Tip 5) Design for the touch.

What glitches do you find when trying to read emails on your mobile device?

More web/social based words added to AP stylebook

2011-06-09T08:00:00.001-04:00

A list of 21 words that were recently added to the AP stylebook prompted sharing. Some of these can be frequently overheard in conversation such as, "I saw you had a check in at Jamba Juice," or "I was streaming the Criterion Collection from Hulu last night". Below is a partial list for your amusement and discussion.

check in (v.), check-in (n. and adj.)
download
end user (n.), end-user (adj.)
Foursquare
Geolocation
Geotagging
iPad
stream
tablet computer
tag
unfollow

Do you ever find yourself using these words?

Mike Rowe from "Dirty Jobs" Supports Equipment Manufacturing in America

2011-06-08T15:29:00.000-04:00

Mike Rowe, host and creator of Dirty Jobs, has added another title to his weird and lengthy resume, advocate. During the Senate Commerce, Science and Transportation Committee’s hearing on “Manufacturing Our Way to a Stronger Economy”, on May 11, Mike Rowe spoke in support of U.S. manufacturing jobs. Proving that he is serious about these changes, his website, I Make America, relates stories,"from people across the U.S. talking about how they help 'make America' and how important the manufacturing industry is to their community." Click here to participate in their photo contest.

Marketing: It’s not just for the Marketing Team

2011-06-08T15:18:00.000-04:00

In small businesses, everyone does everything. It’s no surprise that marketing gets delegated to whomever seems the least busy at the time. However, a lack of resources shouldn’t result in a lack of priority which is why, Social Media Explorer lists a few universal reasons why marketing becomes a mess.

Misplaced value
Vague or inconsistent priorities
Not beginning with the end in mind
Confusing control with direction
Following the [market] leader instead of finding your blue ocean
Forgetting your audience
Selling fuzzy stuff
Letting success be your cloying, comfy blanket
Measuring by the numbers alone
Never connecting the dots to see the big picture that surfaces
Persisting to build things nobody wants

Click here to read more.

The writer continues with this one nugget of truth that was surprising to find in a marketing blog, “It may be surprising to find that central to the hot, gooey mess aren’t ‘marketing’ type problems at all.” This is followed by some helpful leadership questions that could benefit any small business but definitely still fits with those of us in the pipe rehabilitation industry.

What are you really working toward?

Does the objective make sense?

Are you seeking good hires, but never really allowing them to take ownership and fully commit emotionally to their work?

Have you set them up for success, with realistic expectations and clear objectives, and the authority to enlist support systems and tap necessary resources?

Are you actively creating a culture that tolerates informed failure, giving employees the liberty and accountability necessary to drive change?

This reminds us of the fact that everyone from the person at the front desk to the janitor should be speaking the same message regarding your product and your company. Think of successful brands like Disney or JC Penney where, even the security guards could describe the essence of the company.

Online Time-management

2011-06-07T16:21:00.047-04:00

There are only so many hours in a week during which a company may be able to maintain it's online presence. Many of the companies with their limited staffs delegate their online development to whoever seems least likely to complain.

The four tips below from futurebuzz.com will help you manage your time by not spending it on what the writer considers the wrong things. Click here to read more. This is especially helpful when trying to edit things down to a manageable workload.

1. Always looking for “the next big thing”

2. Wanting new, big ideas, but failing to execute on tools and tactics already in place

3. Chasing social media analytics before effectively using web analytics

4. More Twitter followers or Facebook likes

5. Ego phrases in the SERPs

A similar suggestion comes from another entry on the site that posits that the main goal of anyone developing online content would be timeless-ness which becomes even more practical when your limited staff tries to keep up with the ever-evolving world of social media. The writer states, “If you’re an experienced online marketer, stop and think about the returns brought by engaging in timeless tactics. For example, remember when we used to flesh out robust FAQs on our own sites? They would net high demand, high quality traffic that would convert like crazy. Smart marketers still do this…”

Reline America's main goal is distribute information to educate and maintain accuracy.
What kind of information are you looking for when you go to our website?

Is Voicemail irrelevant?

2011-06-06T16:00:00.001-04:00

As much as we would like to see voicemail go the way of the dodo to put an end to recording our name over and over in an attempt to record just one that doesn’t sound like an angry robot, voicemail seems like an integral part of our business. One blogger at Futurebuzz.com, would like to see voicemail fall into extinction.

To begin, he questions why we still use it. My guess is that we still use it because it’s there. Even though we’re all tired of deleting 47 “new” messages or trying to squeeze a soundbite in before the beep, we leave voicemails because of the prompt. If the prompt were to “hang up now and send me an email or text because I’ll totally deal with that before I come back to my desk and listen to an angry robot tell me that you and 5 other people called while I was standing in line by the restroom” we would probably do that instead. Half of the time that I leave voicemails, the ending is something like, “… and I’ll be sending all of this to you, in an email, where you can find my contact information” because it’s naïve to expect people to find a post-it and pen before I hang up.

Also, there's more room for error when leaving a message. If someone is leaving contact information or a to-do list, it's must easier to keep referencing a text message or email than to replay the message over and over while trying to glean important information.

Which do you use more frequently, voicemail or written messages?

For a speedy proofread

2011-06-05T15:55:00.001-04:00

It’s always nice to be reminded of proper grammar especially in a world where we need to fire off emails or post website updates on the fly. Blogherald.com gives a list of 5 errors that commonly find their way into blog writing.

1) Substituting the word “like” in place of “for example”, “including” or “such as”.

2) Using the word “like” for anything other than making comparisons or referring to examples.

3) Pronoun confusion comes from using a similar word in place of the most accurate.

4) Subject/verb disagreement occurs when the subject is plural, yet the verb appears in singular form.

5) Excess or missing commas

Lists such as these help when someone asks you to, “...just proofread this for me.”

WSSC Approves BLUE-TEK Liners

2011-06-03T13:30:00.002-04:00

Clarksburg, MD – The Washington Suburban Sanitary Commission (WSSC), which is the 8^th largest water and sewer utility in the nation, has approved the use of Blue-Tek^TM Liners. WSSC serves nearly 1.8 million residents and approximately 460,000 customer accounts in Prince George’s and Montgomery counties over an area of nearly 1,000 square miles. They operate and maintain nearly 5,400 miles of sewer pipeline.

Blue-Tek^TM Liners are an Ultra Violet (UV) Cured in Place Pipe liner used to address pipes which are corroding or collapsing due to our country's aging infrastructure. It is a trenchless technology which can save up to 60% over dig and replace alternatives – according to Tim Cook, Director of Construction, with Pleasants Construction. Pleasants Construction, a Clarksburg, MD based company, is the certified installer for the Blue-Tek^TM Liner in MD, DC, VA and WV.

Tim Cook stated “We have been working extensively with WSSC for several years to obtain approval of this state of the art technology. There has been over 10 million feet installed in over 27 countries since 1992.” All of the Blue-Tek^TM Liners installed throughout North America are manufactured by Reline America, a Saltville, VA based company.

Click here to contact Pleasants Construction.

Water Infrastructure on the Public Agenda

2011-06-03T10:10:00.008-04:00

Our water infrastructure is becoming more important in the eyes of the public which is great for those of us in the rehabilitation industry. Commondreams.org has compiled a video that discusses America’s aging infrastructure and it’s social implications. The factoids in the video are both entertaining and useful.

(Video Source)

Commondreams.org 's website explains, "Water will be a defining environmental issue for many years to come. Find out how we can address this issue head-on and create thousands of good jobs in the process with the latest in our 'Building the Green Economy' series about Water and water infrastructure." They are a non-profit organization comprised of writers and activists with the goal generating awareness for social issues.

Did you find any of the information in the video useful?

Western Water

2011-06-02T15:04:00.004-04:00

Apparently, the vision of an Oregon Trail traveler catching rain in his hat, is no longer far-fetched for those living in the west. One study Water in the West: The Past and Present Challenges of Surviving in an Arid Land says, “With the promise of free public land, the Homestead Act of 1862 sent waves of settlers across the American West. But early on, explorer and scientist John Wesley Powell foresaw that without a proper water plan, settlements in the arid West would face lasting problems.”
Even though Americans are no longer emigrating to find gold, cheap land, or bison, communities in the west revolve around water supply. As an article, Challenges in the Water Industry: Meeting Demand in the West (Source)explains, “With demographics now determining supply, planning and water management have taken on an even more critical role in keeping up with our growing population, making water one of the more important challenges of our time.” The author posits that many of these states such as Nevada, California and Arizona are in desperate need of infrastructure adjustments.
The paper points to various needs not the least of which would be keeping groundwater separate from wastewater and stormwater. For instance, the West is experiencing fast growth with Utah as the frontrunner then Arizona and Texas (Source). Also, scholars are predicting that by 2030, the populations of Arizona and Nevada are expected to double,(Source) with a quiet rush of baby boomers (Source). Finally, it was reported that by 2025, water supply may not be able to meet demand by 50 percent (Source). Water reuse and planning are becoming buzzwords with regard to the western water situation. Therefore, it can be concluded that the management systems need to be innovative in their approach to conserving water.
As the article, The Economics of Water in the West (Source) states, “ Continuing research into drought cycles over the last 800 years bears this out, strongly suggesting that the relatively wet weather across much of the West during the 20th century was a fluke. In other words, scientists who study tree rings and ocean temperatures say, the development of the modern urbanized West - one of the biggest growth spurts in the nation's history - may have been based on a colossal miscalculation.”
Following this train of thought, Water in the West: The Past and Present Challenges of Surviving in an Arid Land (Source) explains, “Who does and doesn't get water today often depends on deals that were struck a century ago when the West was settled. Some were the result of scams aimed at making fortunes for a few clever manipulators. Many go back more than a century, when the land was first homesteaded.”
It’s fascinating to think that the situation we face today may have started over 200 years ago. What do you think Reline America can do to help?

Innovative and Green

2011-06-01T16:17:00.003-04:00

Sometimes the answer is right there waiting for us.

Part of the rehabilitation business involves looking at water as a whole. What we hear from our customers can be such a small piece of the puzzle that we loose track of what they're really asking. Larger trends involve the municipalities and subsequently affect companies like Reline America and all of our installers. We hear people asking for something "newer", "better", "cleaner" or "stronger". We read a specification and see a list of numbers that must be met. Speaking to these specifics is important from an engineering perspective. However, when it comes to marketing, the big picture is equally as necessary. We need to ask ourselves, "What do they really want?" because what they say they want, isn't actually want they mean.

The Big Picture

The government is putting emphasis on water innovations as a means to improve our infrastructure. This causes one to ponder the meaning of innovation, especially as it involves our water systems.

In-no-va-tion (in-uh-vey-shuhn)

-Noun

1. something new or different introduced

2. the act of innovating; introduction of new things or methods

From www.dictionary.com

America’s water supply is a constant cause for concern. According to an article AM Water’s website, “Local governments spent $93 billion in 2008 on water and wastewater systems.” When everyone from food to cosmetics, clothing to cars have been “going green” recently, the water industry is also putting a focus on the ecological effects of water infrastructure decisions. Often times, green suggestions are also the most economical ones. A groundbreaking development has caught attention as a few states have been instituting water reuse or recycling. This is basically using soiled previously potable water for a second time in a different application before running through a sanitation cycle. “Areas in the United States that experience frequent water shortages or supply challenges have been the first to embrace and implement wastewater recycling systems. For instance, in 2003, California recycled nearly 470 million gallons of wastewater per day, and Florida now recycles over 630 million gallons per day,” states an article by AM Water.

This bit of information shows where a municipal decision-maker’s head is at, they not only want “green” they want to be able to tell their people why it is green. They’re starting to look at the bigger picture which is great news for those of us in the relining and rehabilitation business.

When speaking with a municipal authority, what pressures do you find they are hearing from above?

Achen Gardner in Glendale

2011-05-30T15:12:00.002-04:00

Approximately 10,748 LF of sanitary sewer lines ranging from 8” to 48” will be cleaned, videoed, removed, removed or replaced, abandoned or filled, sliplined, or lined with UV cured‐in‐place pipe. Work sites are located in the City of Glendale and the jurisdictions of ADOT, City of Phoenix, and BNSF Railroad.
As one of the exclusive installers of BLUE-TEK™ an Ultraviolet Light CIPP liner system, Achen Gardner brings this innovative technology, which utilizes a resin-and-fiberglass-reinforced liner. As a heavy civil general contractor, Achen Gardner Construction has extensive experience in delivering complex infrastructure projects throughout the Southwest. Achen-Gardner is a certified liner installer, licensed to provide associated services in Arizona, Colorado, New Mexico, and Utah. BLUE-TEK liners are made of spiral-wound fiberglass and high-strength epoxy resins that are cured with ultraviolet light. They provide more strength and allow a 50-60% reduction in wall thickness when compared with polyester felt-type liners. A photo gallery is posted on Facebook.

PUCC Participates in Strawberry Festival and Hosts Luncheon

2011-05-27T09:41:00.000-04:00

By Tracy Weaver

Portland Utilities Construction Company, LLC.

On Saturday May 21, PUCC hosted a 20 years in business celebration luncheon and featured a float in the City of Portland’s Strawberry Festival Parade. In attendance at our luncheon was the City of Portland Mayor, representatives from two engineering firms, fellow contractors, employees and their families and also representatives from our bonding company.

At the luncheon we invited guests to view our literature table of trenchless technology services. Specification sheets and literature specific to our newest service as an installer of the Blue Tek TM UV lining system was the main focus. A DVD of the lining system played on a televised screen as guests browsed the literature. Also on hand were educational print outs from infrastructurereportcard.org created by the American Society of Civil Engineers regarding the deteriorated state of our aging water and sewer infrastructure. Each guest was provided a folder comprised of all of the featured literature to take with them for later reading or study.

After lunch, we unveiled our float for the parade titled “Life’s a Beach- Clean Water America.” Many photos were taken of our guests and of the float. Many of our guests stayed for the City of Portland’s Strawberry Festival Parade and when our float passed in front of the judges, it was announced that 2^nd place for best float went to Portland Utilities Const. Co.

Make Reline’s Tradeshows work for you

2011-05-24T11:38:00.000-04:00

Reline America, Inc. goes to a few tradeshows each year. They’re big and we attend to gain access to industry decision-makers. We are especially interested in putting our System Integrators in touch with Municipalities. Below are a few easy steps that you can take as a contractor to ensure that you make tradeshows work for you.

Attend the event

Every tradeshow that we attend comes with a lot of exhibitor badges. We would love it if you attended tradeshows with us, especially if it is near your territory. Just call our main line or email us to sign up to be an exhibitor.

Feel free to bring your own giveaways, cards and literature. Also, if you have not been able to create literature promoting your company, let us know and we can create something for you.

It benefits all of us when you are present. It makes connecting you with the right people simple and convenient. Also, it lends credibility when they get to meet the person who would actually be installing the lining material.

Follow up on leads

Even if you are unable to attend, we are more than happy to connect you with the people who are interested in installing BLUE-TEK in your territory. After each event we are left with the name, company and contact information for each person that we speak with. We also take notes on how serious they are about installing BLUE-TEK.

We understand that your time is important and feel strongly that bringing leads to you directly from tradeshows will help. It’s important to follow up quickly because these bids go out fast. Keeping ahead of the process can become a reality when you are connected to the people we speak with at tradeshows.

Set up demos

One of the best ways to get a project rolling to set up a time to do a demo or pilot project. When you get to the stage of setting up a small project, shoot us an email or call us. We would love to help you generate press by sending out press releases to both local and national publications. You never know who might be interested in seeing you work.

Reline is always interested in making these events work for you. Whether it’s giving you tips or actually helping you call local officials, we’re ready to partner with you in setting up pilot projects that will help you win bids in the future.

We’ve attended 3 tradeshows during 2011 which includes UCT, Pumper, and No-Dig . Coming up in October we will also be participating in Wef-Tec where we would love to have you join us. If you are able to participate, let us know.

Why BLUE-TEK? Europe to USA

2011-05-22T11:06:00.001-04:00

Even though CIPP is a relatively young technology in the USA, Europe has been using the idea for quite a while. As one of several trenchless rehabilitation methods, cured-in-place-pipe is used to repair deteriorated pipelines. Historically, Eric Wood is credited with using the first cured-in-place pipe technology in England. CIPP does not require excavation to rehabilitate a pipeline which qualifies it as a trenchless technology. BLUE-TEK is Reline America's answer to the market's demand for a high quality CIPP product.

History in Europe

By combining a unique, patented manufacturing technology with an advanced, fiberglass reinforced UV cured resin material, Brandenburger first introduced the BLUE-TEK™ liner system in Germany in the early 1990s. Due to its superior properties (4-6 times stronger than felt CIPP products) and its unparalleled high quality, the BLUE-TEK™ CIPP system achieved market success in Europe which quickly extended abroad into other countries. To date, over 10 million feet of the BLUE-TEK™ CIPP has been manufactured, sold and installed in over 27 countries worldwide.

- Over 10 million feet installed in 27 countries since 1992

- CIPP is the preferred method in Europe

Manufactured in the USA

In 2006 several improvements were introduced to the BLUE-TEK™ CIPP system including higher energy UV lamps and more advanced UV curing electronic controls. During that same year, Reline America, Inc., in Saltville, Virginia, became established as an exclusive North American partner for manufacturing the BLUE-TEK™ CIPP liner and UV curing equipment.

- Over 450,000 feet of liner produced in US

- Liners and Equipment manufactured in Saltville, VA

- Fabricated and impregnated in an ISO 9001:2008 factory-controlled environment.

Why Cured-in-place-pipe?

2011-05-19T09:52:00.014-04:00

Looking to expand your business? Instead of searching for a subcontractor to handle your re-lining, get certified to install BLUE-TEK™ through Reline America, Inc. BLUE-TEK lining is leading the trenchless wastewater revolution with their patented process of spirally-wound, fiberglass reinforced, Ultra-Violet Cured-In-Place Pipe. There are several reasons for a General Contractor to consider adding CIPP (Cured-In-Place-Pipe) to their services.

To begin, wastewater infrastructure is becoming a major focus as our old systems deteriorate. Wastewater and infrastructure is scheduled for improvement in the near future. Click here to read more.

· “Water-system authorities believe that maintaining the nation's wastewater services will require a substantial increase in spending over the next two decades.”

· “They point to many types of evidence of the problems with existing water infrastructure, including the damages caused by collapsed storm sewers in various cities, the yearly 1.2 trillion gallons of storm water overflows from combined sewer systems that carry untreated sewage into water bodies…”

· “Future investment spending is expected to be devoted primarily to the replacement of pipes, which represent most of the value of both drinking water and wastewater assets…”

Also, consent decree forces cities to fix existing problems. A consent decree is a final, binding judicial decree memorializing a voluntary agreement between parties to a suit, in return for an end to a civil litigation. In the case of wastewater or storm water violations, a municipality consents to a court injunction barring the conduct in the future. A wastewater or storm water consent is binding on the consenting parties and the municipality must take direct action. For a list of cities under consent decree, visit the Department of Justice online.

Thirdly, cured-in-place-pipe is jobsite friendly when compared to digging up and replacing existing pipes. CIPP allows for rehabilitation of pipes without disturbance to surface structures or other utilities. Also, private service connections are reconnected without further digging. The North American Society for Trenchless Technology (NASTT) suggests that rehabilitation is a great method for restoring old pipes. NASTT explains that this is not a new technology, "Cured-in-Place-Pipe (CIPP) liners were introduced in North America in the late 1970’s," and that The CIPP process is classified as renovation (rehabilitation) because it incorporates the existing pipeline fabric into the finished product to produce improved performance of the original pipeline.” Click here to read more about CIPP.

There are just a few steps to expanding your business into the CIPP marketplace.

　1) Call 866.466.0808 to set up a time to visit our manufacturing plant and see if becoming a certified BLUE-TEK installer is right for you.
2) Attend our specialized training seminar where we will equip your
people to install some of the best poduct in the CIPP Business.
3)Start installing BLUE-TEK. It’s that easy!

Is it really green?

2011-05-18T09:47:00.001-04:00

In a world where the purportedly earth-friendly brand of health and beauty products, Burt’s Bees is owned by Clorox, consumers have started to realize that claiming something as green doesn’t necessarily mean that all levels of the manufacturing process are earth-friendly. The public wonders who is the watchdog when companies rush to add the latest buzzword to their messaging. At the same time that consumers are recognizing the value of preserving our planet, they are also frustrated by companies and products claiming to adhere to a sustainable process.

To begin, there is discussion about the legislation of “green” terminology. The Federal Trade Commission (FTC) gives guidelines on their website that outline their preferred use of terms that may trigger a consumer to believe that a product is good for the environment.

The website states that, “These guides apply to environmental claims included in labeling, advertising, promotional materials and all other forms of marketing, whether asserted directly or by implication, through words, symbols, emblems, logos, depictions, product brand names, or through any other means, including marketing through digital or electronic means, such as the Internet or electronic mail. The guides apply to any claim about the environmental attributes of a product, package or service in connection with the sale, offering for sale, or marketing of such product, package or service for personal, family or household use, or for commercial, institutional or industrial use. Because the guides are not legislative rules under Section 18 of the FTC Act, they are not themselves enforceable regulations, nor do they have the force and effect of law. The guides themselves do not preempt regulation of other federal agencies or of state and local bodies governing the use of environmental marketing claims. Compliance with federal, state or local law and regulations concerning such claims, however, will not necessarily preclude Commission law enforcement action under Section 5.” Click here to read more. Some specific aspects of advertising are delineated in the following passages.

Any business that is familiar to conforming with the Better Business Bureau would realize that these guidelines are typical of all ad messaging, not just green messaging. The FTC outlines qualifications, disclosures, the distinction between the benefits of product, package and service, the overstatement of attributes and comparative claims.

To begin, qualifications and disclosure should be clear and readable. Like any honest advertising, bait-and-switch disclosures that negate the initial claim should be avoided. Each state has individual regulations for both traditional and electronic media. Reline America encourages all of our partners to familiarize themselves with federal advertising regulations and consult a lawyer before making claims. If you aren’t sure, ask yourself this question, “Would both my grandmother and a 5 year old be able to interpret the claim?” If you would need to spend 20 minutes explaining what you actually mean, then it should be avoided. If you can explain the meaning in 3 sentences, then you probably don’t need to consult a lawyer. If you are placing media, you should always familiarize yourself with the state’s policies and legislation.

Part of qualifications and disclosure comes into practicing good business and maintaining internal communication. When you send out a green message, your employees should know what the claim means so that they can properly address any questions that may be directed to them. Since the main goal is to prevent deception, preparing your employees with an accurate response is the best way to troubleshoot this scenario. On a practical level, you can ensure that your customers are satisfied when your employees know the product and can explain it well. Teaching your employees about how your product is green will not just ward off lawsuits but also help direct the messaging down to the individual.

Another point that should be considered is making a distinction between benefits of product, package and service. If your product isn’t earth friendly, but instead the green claim refers to the manufacturing process, the messaging should identify this fact. If your product is very green but you are wrapping it in non-recyclable plastic, the claim should be specific to the product and not the case that the in which the product arrives.

One area that may seem subjective is the overstatement of an environmental attribute. The easiest way to avoid overstatement is to be very clear about what is eco-friendly. Unless you recycle every piece of paper in your facility and re-floor your buildings with sustainable materials, you shouldn’t say you are an earth-friendly company. There are companies that legitimately make these claims because they are vigilant about every aspect of their business. If however, you simply create a sustainable green product in a non-green way, you should make claims that are consistent with this fact.
All comparative claims should be backed up by real fact. If you can prove, in writing, that you are more environmentally friendly than a different product or process, then it is allowable to state this fact. Be aware that your competitors, clients or the EPA may ask for proof. It is important for a company who is announcing such comparisons have the data available to give when asked. One way to avoid trouble is to clarify directly in your messaging what makes you more eco-friendly.
Taking these into consideration, Reline America is currently allowing the following statement.

Greener Technology: The BLUE-TEK process uses up to 90% less energy during installation than thermally cured lines.

Qualifications and Disclosure: Since the messaging is distinct and clear with no exceptions, this statement doesn’t need to be explained further. The statement delineates what exactly is green, which is the installation process. The statement does not call Reline America a completely green company or even say that the product is created from sustainable materials.
Distinction between product, package and service: The statement makes it clear that we are talking about the energy used during the installation process, not the shipping, packaging or materials that go into the product.
Overstatement of environmental attribute: The statement is backed by data that Reline America is willing to give out if requested. As a company, it can be proved that the installation process substantiates the claim.
Comparative claims: The comparison is to thermally cured lines which clarifies the statement. It can be proved that since we don’t use hot water boilers, our energy consumption footprint is smaller on the jobsite during the installation process.

The following terms are considered triggers when used incorrectly:

1) Environmentally beneficial

2) Eco-Safe

3) Environmentally Friendly

4) Earth Smart

5) Environmentally preferable

6) Degradable/biodegradable/photodegradable

7) Compostable

8) Recyclable

9) Recycled content

10) Source reduction

11) Refillable

12) Ozone safe and ozone friendly

Mental Blocks

2011-05-17T09:31:00.000-04:00

A coworker once posted a sign on his cubicle that read, “How do you expect me to think outside the box when you make me work in a box.” People tend to assume that those we label as “creative” were born with some ability that we can’t learn. We at Reline America would like to encourage you to think of creative ways to find solutions to your problems.
Copyblogger.com gives a great list for pushing past mental bocks in order to achieve creative thinking such as,

1. Trying to Find the “Right” Answer

2. Logical Thinking

3. Following Rules

4. Being Practical

5. Play is Not Work

6. That’s Not My Job

7. Being a “Serious” Person

8. Avoiding Ambiguity

9. Being Wrong is Bad

10. I’m Not Creative

Click here to read more.

What are some creative things that you’ve done to gain business or make your operation more efficient?

I want to blog, now what?

2011-05-16T09:36:00.002-04:00

After reading a post about blogging in 15 minutes or less, we’ve decided to share the steps mentioned. Reline America would love it if every single one of our partners submitted a post for us to list on here. We want to blog to be a tool that everyone can use and truly believe that your experience and knowledge is valuable. The tips from the BlogHerald should help make this less of a chore.

1. Choose the topic from a list.

Reline America, Inc. always has things we’d like you to talk about. If you don’t know what to write about, let us know and we’ll give you suggestions.

2. Narrow your post into a list of points

Research and organization make the actual writing process much quicker. You can narrow down the topic to a few key points when you do this.

3. Separate your ideas into sections with headers

Your audience will definitely skim your article first to see if it’s something they want to read and subheadings will help them decide.

4. Don’t get bogged down by the rules of English

Blogs are meant to be conversational and it’s easy to achieve this if you just write what you’re thinking first. Don’t worry, we’ll check your spelling before we put it online.

5. Make it interesting

Videos, photos and maps can easily be embedded into the content. If you just attach these to your email when you send it to Danielle Verderame we’ll be sure to include it. Links to related articles not only make what you have to say more interesting but can also help with verifying facts.

This site will be so much more interesting for all of us if every one of our partners contributes to the content. Feel free to send over stories and suggestions for posting so that we can all learn.

What kind of things would you be interested in reading?

Online Marketing

2011-05-15T13:09:00.000-04:00

Unbounce – The DIY Landing Page Platform

How does your company approach this issue?

Complain and Click Send

2011-05-14T09:26:00.000-04:00

The web is the most common place to complain. In fact, some companies avoid interactivity through social media because they fear client complaints. It’s important, as a company, to maintain your online appearance in the same way that you would mow the lawn in front of your headquarters.

Why do they do it?

People complain on the internet for multiple reasons. As we all know, word of mouth is one of the most effective marketing tools. Bad news travels even faster on the Web. A few impulsive keystrokes can turn into a landslide of comments agreeing with an unsubstantiated negative claim.

1) They want to be heard.

While we might want to credit every complainer with being a grumpy curmudgeon, really many are just people who want to be heard. Nothing rankles a legitimate complainer more than being dismissed by a customer service representative. That same sales person who was so eager to take their money, suddenly doesn’t recognize them when there is a problem with the product or service. Complaining online is one way to get their complaint taken seriously. They know the company will start damage control if the issue is in the public eye.

2) They want to make a difference

If a person feels that not only were they ignored concerning their complaint but also, that the public should be aware, they are more likely to complaint on a public internet forum. Human beings are social creatures and we can correctly assume that if we had a bad experience, others may as well. If a product or service is defective, it’s natural to desire to warn others so that they don’t fall into the same situation.

3) It’s an impulse

It’s free and doesn’t take much investment on their part. Filing something with a government agency takes time, resources and a mountain of paperwork. Blasting a company in a chat-room takes seconds.

How do you fix it?

Pretending that a company can prevent all complaints from ever happening is unrealistic. Instead, you should have processes in place for dealing with online complaints just like you would for a formal, written complaint.

1) Listen

The most effective way to address a problem is to really listen to the complaint. It’s important to ask as many question as it takes to determine the scope of the problem. If you don’t know every detail of what went wrong, then it is impossible to respond appropriately.

2) Respond

Contact the writer in the same manner that they made you aware of the issue. If they posted on your social media platform, respond to their comment instead of just deleting it. Deleting the comment doesn’t deal with the issue, it just escalates the perception that your company isn’t interested in feedback.

3) Make it right

We’ve all heard stories about people who write letters of complaint to big companies and receive a refund. It’s important to take online complaints equally as seriously. While a handwritten note may seem more controversial, a public online comment can be equally damaging. Whoever is moderating the forum should follow up with the person and post that they will right the situation. It’s important to address the comment like a public relations issue on the chat board even though the disgruntled writer’s comment may seem casual or flippant.

4) Prevent it

After you have identified a glitch in your process, put policies in place to make sure it doesn’t happen again. Make the commenter and the public aware by responding with how you are changing your process. Again, this should be a statement that could be given out as a public relations communication such as a press release.

Even though the Internet may seem informal, many news agencies will pull material from websites and use them as company statements. If anything online is connected to your brand or written by one of your employees, it’s fair game.

What are some fears you have about online complaints?

Community Relations

2011-05-11T09:20:00.002-04:00

After reading a post that asked, “But there are also simple ways brands can remind customers that their business is valued. Some businesses celebrate the anniversary when the customer first started using the brand. American Express users proudly display "member since" on their cards. There are arguably many untapped opportunities in the stacks of data we accumulate about our current customers,” we wondered how these tactics could apply to us in the sewer and sanitation industry.

Celebrating a partnership between a brand and a customer can be easily identified in the retail world. When working with government agencies, the same kind of partnerships develop. While communities may think they care about what is going on under their houses and workplaces with the water pipes, often necessities like clean water are taken for granted. It’s important to add value to the relationship between our industry and the communities that we serve.

What are some ways that you can keep in touch with communities that you’ve worked with in the past?

Why do you reline pipes?

2011-05-10T09:13:00.005-04:00

After reading an article about CIPP turning 40, it’s hard to believe that the process is so young. The article only highlights one particular relining product however, we realize that there are a lot of relining options out there. Here at Reline America, we know why we’re in the relining business but we were wondering what attracted you.

Where did you first hear about CIPP?

Learn about CIPP

2011-05-09T09:12:00.002-04:00

Join us in University Place, WA for: Municipal Users’ Forum on Trenchless Technology

TIME:

Tue, May 10, 2011, 2011; 8:30 AM – 3:00 PM

TO REGISTER:

Online at www.ttcmf.com.

Registration opens on: Apr 12, 2011

PRESENTATIONS:

UV Cured CIPP… Mike Burkhard, Reline America

Advances in Trenchless Pipe Installation and Condition… Mike Fleury, and Tim Taylor, Carollo Engineers, Inc

TBA (Pipe Bursting)… Collins Orton, TT Technologies

Trenchless Technologies for Potable Pressure Pipe Rehabilitation… Jeff Beck, Insituform Technologies, Inc

Coatings Options for the Manhole Rehabilitation… Bruce Snyder, Sherwin Williams Company

Abel Recon to complete large East Coast Pipe Relining Project

2011-05-06T15:13:00.010-04:00

New Castle County, DE, February, 22, 2011 — Abel Recon is anticipating the completion of what is currently one of the largest UV-CIPP projects on the east coast at approximately, 110,000 linear feet. The area that is being rehabilitated is mostly residential and the main focus of the project involves pipe relining. Underneath the ground of New Castle County, Delaware, crumbling clay pipes are being transformed using BLUE-TEK™ CIPP liner from Reline America.
The project, which began in June 2010, is progressing quickly considering the scope which includes host pipe diameters of 6", 8", 10" and 12". "We anticipate finishing the project in at the end of April or the beginning of May," explained Hap Witmer the General Manager for Abel Recon.

Abel Recon is utilizing a complete cured-in-place pipelining service that includes a UV-light-cured lining system manufactured by Reline America, Inc. The Blue-Tek liner is both a glass fiber reinforced pipe (GRP) and a UV cured-in-place pipe (CIPP) and can be used for many different ovalities which is attractive to cities that need to repair older systems. This innovative system is used to convert an existing pipeline that is structurally damaged, leaking, or one that has reached its expected lifespan.

Serving the Pennsylvania, Maryland, Delaware and District of Columbia region, Abel Recon offers a professional approach to system evaluation and rehabilitation which is why they've partnered with New Castle County for this project. As a company, they specialize in the infrastructure rehabilitation field and offer services that suit the New Castle County authority's needs.

For example, the BLUE-TEK liner is delivered on site, soft and sealed, ready to be cured in the pipe. No on site wet-out is required which eliminates many of the complications that come from dealing with resin impregnation in the field.
Reline America, Inc.®, the North American manufacturer of BLUE-TEK™, is leading the CIPP revolution with their patented process of spirally-wound, fiberglass reinforced, Ultra-Violet Cured-In-Place Pipe. BLUE-TEK is traceable because of their ISO 9001:2008 Certification and a curing process that is controlled electronically and optically using CCTV and infrared sensors. The product remains dependable with over 10,000,000 LF installed in 25 countries and a projected life cycle of 50+ years.

Through this three-way partnership between New Castle County, Abel Recon and Reline America, this infrastructure improvement project can guarantee a superior wastewater solution.

Also posted here:

http://pwmag.com/industry-news.asp?sectionID=760&articleID=1511881

BLUE-TEK Liner Survives Tornado

2011-05-02T08:09:00.000-04:00

During the wee hours of April 27, 2011, a tornado touched down at the Petro Truck stop in Glade Spring, VA. While many of the trailers were strewn across the highway, a truck loaded with 15,000 lbs of 35” diameter BLUE-TEK liner was rooted to the ground. The debris from nearby buildings was littered across all four lanes of Interstate 1-81. It seems that the massive load prevented the trailer from being tossed around like many other eighteen wheeler trucks parked that night.

Thankfully, Downstream Services will be getting their delivery after all.

Free Marketing Opportunities: But can they see it from the sky?

2011-04-19T15:26:00.001-04:00

A recent post about big advertising opportunities made me remember a previous client. The client, who was the general manager of a car dealership, lived by the philosophy that bigger is always better. Everything from his television to newspaper advertising were turned into huge spreads.
I didn't realize how literal this statement was until I was forwarded a clip from the local news. Apparently, he had been arranging the vehicles on his lot to spell messages out for the local traffic correspondent when she would report from the station's helicopter. He would use her first name and put a heart next to it for Valentine's day made out of red vehicles. Or he would "send her flowers" by forming a bouquet with yellow cars in the center and blue cars as the petals with a few green trucks making the stems.
Three hours of shifting around cars every morning got his dealership mentioned on premium radio space for free. This is a lesson to us all that some of the best marketing ideas don't cost a dime.

What are some creative ways that you've gotten your company's name out there?

Facebook: Is it an Asset?

2011-04-16T15:16:00.008-04:00

Although Facebook started as a social network, it is continually gaining ground in the business world. As we all know, relationships become a part of the consumer decision-making process. Some companies have gotten very creative with gimmicks to draw attention to their brand. The value of "likes" and whether they translate into revenue has been debated. Some businesses simply don't want to pay someone to moderate the account. Others find that it is a great way to promote special events and offers to current customers.
In an industry where we are mostly dealing with government officials, using Facebook as a marketing tool comes into question.
Do you use Facebook as part of your marketing mix? If so, how?

Look for our ad in Trenchless Technology’s April Issue

2011-04-14T15:29:00.000-04:00

The editorial focus for this issue includes laterals, manhole rehabilitation, grouting and pipe relining. Trenchless Technology offers many opportunities to our contractors such as ads, articles and tradeshows.

Articles

Trenchless Technology uses editorials to focus their magazine on relevant industry issues such as this recent article about Testing CIPP Samples. Articles are a great way to feature your projects and thus, generate interest in your company as well as our BLUE-TEK lining system. If you would like to submit an project send it to dverderame@relineamerica.com . Be prepared to answer the following questions about your project.

Where did this project take place?

When did the project start?

When will the project be completed?

Do you have any photographs?

What was the problem with the original infrastructure?

How were you able to solve that problem?

Who at your company is available to comment? Contact information?

Why was your company the best fit for the job?

Tradeshows

Tradeshows become a networking opportunity, especially when one is being hosted near your home base. Recently, NASTT’s 2011 No-Dig show came to Washington, DC. Reline America hosted a booth representing all of our system integrators. However, you don’t have to wait for us to get a booth. You can set one up locally. Look for tradeshows that offer the following opportunities.

1) Meeting municipalities

2) Shop for new products

3) Find new employees

4) Network with local businesses

Media Timing and Placement

2011-04-14T15:03:00.003-04:00

Have you ever had a great idea that didn't quite land because of the timing? Sometimes with marketing, we have to move so fast that little oversights can derail and entire campaign. Take for instance, ClearChannel's misstep as posted on adfreak. Probably, when they were ordering the billboards they didn't map out exactly what was next to each spot. We've all seen these pop up. Sometimes, by the time we hear about them, the message has already been yanked from the airwaves.
Can you think of anything specific to the wastewater and pipe rehab industry that we should be sensitive to regarding the placement or timing?

WEF is Hosting a Free Webinar

2011-04-14T10:50:00.000-04:00

Participants Will:

Learn the specific requirements of the MS4 public education components
Understand Minimum Control Measure (MCM) #1 and other outreach components
Identify target audiences to help them see their impact on stormwater pollution
Get the tried and true methods of developing public programs to meet permit goals
Hear about innovative approaches to implementing low-cost plans

Click here to sign up.

Ideas for Recycling the Shipping Boxes

2011-04-08T15:24:00.001-04:00

This post was inspired by Stoney Creek Sanitary District’s idea. They have been putting out their shipping boxes so that local farmers can take them and reuse them. Below is a list to get you thinking about ways to re-use your shipping boxes.

1. Research local recycling venues

2. Give them to Farmers

3. Stump your friends

4. Stay home and eat a TV dinner

5. Assemble a stepping stool

6. Tear it apart and Upcycle

7. Donate them to a local charity

8. Build a Shed

9. Use it in your home

10. Make Furniture for the Office

11. Create Modern Art

12. Construct Bookends

How do you re-use your boxes after a shipment?

Looking forward to 20 more years together

2011-04-06T15:13:00.001-04:00

Portland Utilities Construction Company is celebrating their 20th anniversary this year. Chief Member Ernest G. Woodcock founded Portland Utilities Construction Company, LLC in 1991 with general superintendent Jay Fowler. The first company project estimated at $300,000. By 1992 revenue for the company totaled over $1 million dollars. In March 1993 general superintendent Gary Testa joined the company. By 1995, Ernie’s son Michael finished graduate school and also joined the company. Throughout the 1990s Portland Utilities Construction Company, LLC was able to increase operations within the Tri-Cities and Middle Tennessee areas.

By 1998, Portland Utilities Construction Company, LLC expanded construction operations to include pipe bursting, a technology that rehabilitates failing water and sewer lines with less excavation. Between 1998 and 2003, employees provided quality workmanship on company pipe burst projects. During this time, employees rehabilitated over 300,000 LF of water and sewer infrastructure by pipe bursting, making PUCC overall the 3rd most experienced pipe burst contractor in North America. (credit: http://www.pucc.org/)

Recently, they’ve been installing BLUE-TEK for Reline America for the Knoxville Utilities Board. Starting in March 2010, they began a pilot project which propelled them into other lining projects in the area. The project initially described 2,991 LF of 8” 2.8mm liner of existing clay pipe that had active infiltration. After the pilot was completed (staring in March, finishing in April), they added another 6,533 LF to the project for a total of 9,524 LF. This section of the pipe was located in a very busy commuter street called Washington Pike.

Knoxville Utilities Board (KUB) was interested in using UV-cured liner when they identified active leaks on the pre-installation video. Active leaks cause cool spots that cannot be cured with heat, which would cause a heat-cured liner to not cure properly resulting in weak spots. Even when active leaks are present BLUE-TEK cures uniformly both because of the UV curing process and also because it is encapsulated on both sides.
When KUB heard that our liner was not affected by active leaks they allowed us to do the pilot project. The pilot was located in an easement (combination residential & industrial) that had very limited access with lots of trees and close to buildings. Open cutting and pipe bursting would have been expensive and disruptive options.

Also visit AOC Resins to view the case history.

Weftec Video

2011-04-05T14:09:00.000-04:00

2011 No-Dig Tradeshow

2011-03-29T20:23:00.000-04:00

Reline America has been at NASTT's 20th No-Dig show this week at booth 401.

Reline America, Inc. Booth 401

We're looking forward to our annual System Integrator meeting on Thursday, March 31st. It will be on location after the No-Dig Show. If you are interested in leads for your area feel free to contact Danielle. We'd like to thank everyone who has participated in this event.