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Columbia Business Monthly

S.C. Asphalt Pavement Association hopes new ad campaign will bring a wave of new workers

By Chris Haire

The poor condition of Palmetto State roads has long been a source of frustration for drivers. Even the one-time head of Michelin North American intimated that the economically important firm just might leave the Upstate if something wasn’t done to fix our pothole-covered roads. 

However, with the passage of the 2017 Road Bills, state government finally decided to do something about the state's rotten roadways. There was one problem: more laborers were needed to tackle all the projects in the queue. 

The solution: the S.C. Asphalt Pavement Association and Columbia-based PR agency Flock and Rally have come up with an ad campaign to encourage more South Carolinians to join the asphalt industry.

Launched last month, the campaign, called Asphalt Works!, targets TV, radio, social media, and billboards. The effort includes both printed and online components explaining the benefits of working in the industry, complete with personal testimonials. 

“Family is at the heart of the asphalt industry,” Ashley R. Batson, Esq., SCAPA’s executive director and campaign founder, said in a statement. “Our campaign aims to educate and inspire our workforce. We want workers to know that when you commit to asphalt, asphalt commits to you.”

“The asphalt industry is booming. Asphalt companies are hiring people with and without experience. These are good jobs, with good pay, comprehensive benefit packages, a family atmosphere, and job security that comes from a growth industry,” Dan Ellzey, executive director, S.C. Department of Employment and Workforce, noted in the statement. “The Asphalt Works! campaign does an excellent job of telling the story of this growth and describing the jobs that are available across the state. I look forward to watching the success of this campaign.”

You can view the campaign website and connect with available jobs at
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