ROOFING FLORIDA - November 2015

A Publication of the FRSA ◆ Florida’s Association of Roofing Professionals

Code Wars Workers’ Comp Spotlight Commercial Roofing: BUR or Modified?

Witness Statement and OSHA Inspection Social Media as a Marketing Tool What is BIM and Why Do I Care?

Cold-Applied Adhesives for Modified Bitumen Membrane Roofing

November 2015

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Code Wars

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Cold-Applied Adhesives for Modified Bitumen Membrane Roofing

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Witness Statement and OSHA Inspection

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What is BIM and Why Do I Care?

Social Media as a Marketing Tool

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Commercial Roofing – BUR or Modified?

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Workers’ Comp Spotlight

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Now Available Online at www.floridaroof.com/roofing-florida-magazine

A Publication of the FRSA ◆ Florida’s Association of Roofing Professionals

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FRSA Executive Director, Lisa Pate, CEM ◆ Editor

For display advertising inquiries and all feedback including Letters to the Editor and reprint permission requests (please include your full name, city and state) contact Lisa Pate at: lisapate@floridaroof.com (800) 767-3772 ext. 157 RFM, PO Box 4850 Winter Park, FL 32793-4850 View media kit at: www.floridaroof.com/roofing-florida-magazine

Any material submitted for publication in ROOFING FLORIDA becomes the property of the publication. Statements of fact and opinion are the responsibility of the author(s) alone and do not imply an opinion or endorsement on the part of the officers or the membership of FRSA. No part of this publication may be reproduced or transmitted in any form or by any means, without permission from the publisher.

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ROOFING FLORIDA (VOL. 6, NO. 11), November 2015, (ISSN 0191-4618) is published monthly by FRSA, 7071 University Boulevard, Winter Park, FL 32792. Periodicals Postage paid at Orlando, FL. POSTMASTER: Please send address corrections (form 3579) to ROOFING FLORIDA, PO Box 4850, Winter Park, FL 32793-4850.

Code Wars

It started three and a half years ago in a place not so far, far away...

Mark Zehnal, CPRC, FRSA Director of Technical Services Actually, just two blocks away, in FRSA’s old building.

International Trade Federation has increased its presence in the lowly state of Florida.

Epic-code 6 “The Roofers Strike Back” While the congress of the Florida Code endlessly de“Once again chaos has overwhelmed the Vast bates this alarming chain of events, the FRSA Supreme Code Republic. The overburden of trade codes Chancellor has secretly dispatched the FRSA Codes Subto the outlying state systems is in dispute. Committee, guardians of common sense and good roofing Hoping to resolve the matter with a blockade of boring practice, to settle the conflict…” ambassadors and seemingly unlimited resources, the Sorry, I just couldn’t resist the parody of the Florida Building Codes and the new Star Wars movie.

It’s hard to believe that it’s been three and a half years since we last gathered together at FRSA to develop and submit roofing code modifications used in the 2014 Florida code development process. Just like Star Wars, we have reassembled the previous cast of characters with a few new volunteers to star in the 2017 sequel of the 2014 Florida Build Code (FBC). The starring cast; Mike Silvers, CPRC, Tim Graboski, Bill Boyer, CPRC, Joe Byrne, Jim Carducci, CPRC, Tonya Steele, George Ebersold, Burt Logan, Sal Delfino, Manny Oyola, and Stephanie Daniels.

On October 14, 2015 the Codes and Regulatory Compliance Sub-Committee met at FRSA headquarters. The goal was to once again regain the lost Florida Specific code language and improve upon the 2014 version using the 2015 International Building Code as the base code. Code modifications must be submitted by ™ January 1, 2016.

The continued purging of the Florida Specific language has once again complicated the code develAn easy-to-use, cloud-based solution that is accessed through My EagleView, opment process. However, this time ™ Construct provides contractors with the ability to combine highly accurate keeping the code as similar as posEagleView measurements with custom pricing to create the most important sible to the past versions has become documents needed for exterior contracting businesses and enables online even more time consuming due to material ordering from their local distribution branch 24 hours a day, seven the need to review and include landays a week.* guage of the multiple code changes between the 2012 and 2015 versions To learn more 866.659.8439 or of the ICC base code. The commitvisit www.eagleview.com/construct. tee has to identify differences in the I-Codes and match them to the approved 2014 FBC and include any *Exclusively available at © Copyright 2015 EagleView Technologies missed 2010 FBC language, then develop proper wording for new code

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ROOFING Florida

Continued on page 20 November 2015

Donnie Harp ◆ President’s Column

FRSA’s Perennial Workers’ Comp Efforts In late October, FRSA Vice President Charlie Kennedy, Director and SIF Trustee Ralph Davis, FRSA Legislative Counsel Cam Fentriss along with FRSA and SIF staff attended the Office of Insurance Regulation (OIR) workers’ compensation rate hearings. The National Council on Compensation Insurance (NCCI) filed a proposed rate decrease across the board, but asked for a rate increase FRSA President Donnie Harp in the roofing rate (5551) of Imperial Roofing of Polk nine percent.

County – Winter Haven Both Kennedy and Davis testified before Commissioner Kevin McCarty asking that the OIR consider consistency in workers’ comp rates and instead focus on companies that misclassify workers, leasing companies and professional employer organizations (PEOs) that have been notorious for cheating and fraud in the workers’ comp system. Kennedy also expressed concern about the lawsuits that are currently pending before the Florida Supreme Court and how they could potentially hurt and seriously upset the progress made and the balance achieved in Florida. The 2003 work comp reforms allow roofing contractors to affordably compete while continuing to provide coverage for our workforce. Not only does the law require workers’ comp coverage, it’s the right thing to do!

Each year FRSA attends the workers’ comp hearings on behalf of our members. Sure, nonmembers benefit from this action and our continual presence as well, but they’re missing the bigger picture of all that FRSA has to offer them. Being a member allows you access to the Self Insurers Fund for your workers’ comp coverage where you can take advantage of safety meetings and random jobsite inspections by professional loss control consultants. Safety on the job and protecting your employees can benefit you in so many ways – and need I remind you of the millions they distribute back to fund members each year? A nice benefit for working safely.

Being an FRSA member also gives you the opportunity to participate in the Credit Union. Financing for your residential customers through the Roof Loan program (at no expense to you), home mortgages, online and mobile banking, bill/picture pay, vehicle and equipment loans are just some of the many services available.

Other outside services are available as well. FRSA recently added a discounted payroll program through ADP, where you can add a variety of payroll services and cash management tools. We’ve partnered with Hunter Warfield

for debt collection and Aflac for accidental, cancer, hospital and other types of insurance coverage. Seay Management, our Human Resources professionals can help you establish employee handbooks, resolve employee problems and disputes, and Trent Cotney PA,, FRSA Legal Counsel, is available for legal advice and representation.

All of the above benefits (and more) are available to you through your FRSA membership (make sure you don’t miss out on any of these valuable services). Just a reminder that membership dues renewal notices have been sent and are due by year-end. Membership Directory updates have also been mailed and corrections and updates are requested back by November 20.

ROOFING FLORIDA Magazine is currently undergoing a transformation and will launch with a new look, format and content in January. Advertisers will receive additional exposure through digital media with direct links to their sites, and for those who contract for annual insertions (full page, color ads), logo links will be added to the FRSA website as premium advertisers. Articles will also be downloadable and shareable. Keep an eye out for a more modern publication.

Left to right: FRSA Vice President Charlie Kennedy, Florida Insurance Commissioner Kevin McCarty and FRSA Director and SIF Trustee Ralph Davis.

Each year as November rolls around, I am always reminded of the many things in my life I have to be thankful for. Not just the love of a wonderful family, religious freedom, a job and a roof over my head, but the safety of living in a country where I am free. I am very thankful for the many men and women from all over the world that continue to fight against terrorism and human injustice so that I may enjoy all that has been given to me. As we celebrate Thanksgiving this year, let us remember those who have given so much to make our world safer. Let us be thankful for all that we have and remember those who may be in need. May you continue to be blessed.

Donnie Harp FRSA President

www.floridaroof.com

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Cam Fentriss ◆ FRSA Legislative Counsel

Workers’ Comp Spotlight Workers’ compensation is a topic of interest at the moment. It is that time of year when the National Council on Compensation Insurance (better known as NCCI) proposes rates for the next year.

Generally, the proposal is based on statistics for injuries and other components and forecasts for future costs based on factors such as interest rates and changes in laws that may impact the rates. This year, the proposed rates are an overall decrease but the proposed roofing rate is an increase (related classifications are proposed for decrease however). A decision has not yet been made, so we do not know what the actual rates will be and likely will not know for at least another month.

Another active workers’ comp topic is what is happening at the Florida Supreme Court. Let me first give you some context.

The big workers’ compensation reform legislation that passed in 2003 has been on the “shoot to kill” list for claimant lawyers ever since. The biggest reason for this is because one of the largest and most important changes was to drastically cut attorney fees. Even though the workers’ comp system was always intended to be selfexecuting (and therefore not a big source of revenue for attorneys), the system evolved into a real cash cow for claimant lawyers who now want to get back to those good ole days – when it was not especially unusual for their fees to be greater than what the injured worker received.

For the past 12 years, claimant lawyers have been working hard and deliberately to push lawsuits up on appeal in an effort to get something in front of the Florida Supreme Court in the hope that the Court will rule the entire workers’ compensation law unconstitutional and put us back to the law that was in place before the 2003 reforms. Make no mistake about it – claimant lawyers have been very intelligent and diligent and, even though it has taken them ten or more years, they have made progress and we should be worried.

To date, four important cases have made it to the Florida Supreme Court. The Morales case challenged the constitutionality of the provision in law that says that workers’ compensation benefits are the exclusive remedy for a workplace injury. That case was resolved in our favor, so it did not toss out our current system – very good news.

Two cases that have been pending for a very long time are Westphal that challenges certain benefits allowed and Castellanos that challenges the amount allowed for attorney fees. Every day of waiting makes us more nervous that one or both will end badly.

Just recently, another case has managed to land at the Florida Supreme Court: Stahl v. Hialeah Hospital 6

ROOFING Florida

November 2015

which challenges the adequacy of workers’ compensation as a remedy based on the 1994 addition of a $10 co-pay for medical visits after an injured worker reaches maximum medical improvement and the 2003 elimination of permanent partial disability benefits.

It seems clear that the goal of claimant lawyers (and maybe workers too) is to find some way around the current workers’ compensation law. For the attorneys, they would be happy if the law were found unconstitutional, reverting back to the old law and the attorney fee free-for-all that existed before 2003. However, the worker should be more interested in having more than one remedy through the option of getting certain and quick benefits under the workers’ compensation system OR rolling the dice for a really big award by filing a lawsuit claiming employer negligence.

The Morales case challenged the constitutionality of the provision in law that says that workers’ compensation benefits are the exclusive remedy for a workplace injury.

While we cannot be certain of the motivation of either claimant lawyers or workers, we can be certain about our concerns. We do not want to go back to the days where more than 50 cents of every dollar of payroll went to workers’ compensation insurance premiums.

We do not want to struggle with ridiculous claims just so a claimant lawyer can run the meter like a crooked cab driver. And we really, really do not want to be in the position of being subject to either a workers’ compensation claim or a negligence claim (or worse – both) at the worker’s option. That would make the cost of workers’ comp and liability insurance impossible to afford.

–RFM– Anna Cam Fentriss is an attorney licensed in Florida since 1988 representing clients with legislative and state agency interests. Cam has represented FRSA since 1993, is an Honorary Member of FRSA, recipient of the FRSA President’s Award in 2002 and received the Campanella Award in 2010. She is a member of the Florida Building Commission Special Occupancy Technical Advisory Committee, President of Building A Safer Florida Inc. and past Construction Coalition Chair (1995-1997).

Cold-Applied Adhesives for Modified Bitumen Membrane Roofing There are several recognized methods that have been used for the application of SBS or APP modified bitumen membranes. These include application by hot bitumen mopping, torching, mechanical attachment, self-adhesive materials and by using cold application adhesives. This article is intended to provide background information on the use of cold adhesives for modified bitumen membrane systems and more specifically to describe the proper techniques for the successful installation of Modified Bitumen membranes using Cold-Applied adhesives.

Uses for Cold-Applied Adhesives These products were initially formulated and designed as the inter-ply adhesive in the construction of BUR roofing systems utilizing asphalt coated organic felt and fiber mat.

Later, cold-applied adhesives became a preferred method for adhering modified bitumen systems. We will address only the function of these adhesives for bonding modified bitumen membranes. Consult with both the appropriate membrane and adhesive manufacturers for additional uses and application instructions.

Types of Cold-Applied Adhesives The term “cold-applied” is used to describe a product that can be applied at ambient temperature. The base resin for these adhesives generally consists of bitumen (asphalt or coal tar).

Additional components may include: a polymer modifier, petroleum based solvents, fibers and fillers. The polymer chosen to modify the asphalt depends on the final properties desired. The most common modifiers for modified bitumen cold-applied adhesives are Styrene-Butadiene-Styrene (SBS), Styrene-Isoprene-Styrene (SIS), Styrene-Butadiene Rubber (SBR), and Styrene-EthyleneButylene-Styrene copolymers (SEBS). Acrylics, butyl, neoprene and urethanes are also used as modifiers.

Application Considerations The rate of application is of primary importance when using any cold-applied adhesive. The adhesive must be applied at the manufacturer’s recommended rate and application temperature range, as excess material can trap

solvent in the membrane, causing membrane softening, slippage, or loss of granules. An excessive amount of adhesive can cause the membrane to float and retard full adhesion to the underlying substrate. Inadequate amounts of adhesive can result in an incomplete or weakened bond. Unless the laps are to be torched or heat welded, a visible bleeding-out or “bead” of adhesive should be seen at the laps during application in accordance with the membrane manufacturer’s instructions. This is a visual way to ensure that the critical lap areas have received sufficient amounts of adhesive.

Cold-applied adhesives should not be used with membranes which have poly burn-off films.

Cold-applied adhesives can be applied using a notched trowel, notched squeegee, roller, spray or automatic spreading equipment. Always follow the manufacturer’s directions for coverage rate and application method. Verify the correct coverage rate of the cold-applied adhesive by measuring the volume applied in a small pre-measured portion of the roof, by using a wet film gauge, or by using applicators with metered flow rates. Follow the membrane manufacturer’s Continued on bottom of page 9

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Trent Cotney ◆ FRSA Legal Counsel

Witness Statement and OSHA Inspection For those of you that have attended my seminars in the past, you know that I have advocated an aggressive defense to OSHA inspections and citations. During any OSHA inspection, the Compliance Safety and Health Officer (“CSHO”) will more than likely take witness testimony from crew members that are on site. This CHSO will hand-write the interview answers and ask the employee to sign the witness statement. Most employers and employees do not understand their rights during an OSHA inspection and do not know that they are not required to sign witness statements. The purpose of this two-part article is to explore the use of witness statements

by OSHA and to suggest alternatives to signing a witness statement.

First and foremost, it should be noted that any member of management, including officers, directors, and owners have the right to have counsel present during any OSHA interview. In addition, any supervisory employee is also considered part of management, and therefore has the ability to have counsel present during the interviews. When OSHA inspects a jobsite, supervisory employees such as crew leaders, foremen, superintendents, and/or project managers should assert their right to have counsel present before giving any testimony to OSHA. In other words, the supervisor should state their name, position and assert the right to counsel.

This will give the individual an opportunity to discuss the alleged violations with management and counsel prior to being interviewed. It will also allow management and counsel to be present during the interviews. Generally, these interviews occur at counsel’s office or OSHA’s area office rather than the jobsite, thereby limiting exposure to additional potential violations.

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ROOFING Florida

November 2015

With regard to crew member interviews, management and counsel for management cannot be present during non-supervisory employee interviews. However, if the employee requests that counsel be present for the interview, OSHA must allow counsel to be present. During the interviews, OSHA will ask a variety of questions regarding safety training and jobsite specific acts or omissions. For example, common safety training questions include how to properly tie off, use personal protective equipment (“PPE”), properly install anchor points, properly tie off ladders, knowledge about hydration and water breaks, knowledge regarding risks associated with swing radius, inhalation of chemicals and/ or silica, as well as other potential hazards.

The jobsite specific questions will focus on the who, where, when, what and how. In particular, questions will be asked to employees regarding the training they received and commands they received on the date of the incident.

For example, the CSHO will ask whether employees were instructed to tie off on the date of the inspection, whether supervisory employees inspected the crew members during construction, and the reason(s) why employees were not tied off. OSHA often asks whether employees were not wearing fall protection because they were told to complete work at an accelerated pace or to meet certain schedule obligations. If an employee answers in the affirmative, it could be damaging to the employer.

While the testimony is being taken, the CSHO will be drafting a witness statement, which generally contains self-serving declarations for purposes of prosecuting the employer. No one is required to sign a witness statement. Both supervisory and non-supervisory employees can refuse to sign witness statements. The CSHO may take his/her own notes and use that as evidence or have the local Area Office issue a subpoena requiring that his/her testimony be taken under oath. This delay in obtaining testimony may be beneficial for the employer because it will allow the

Jobsite safety inspections Toolbox talks Torch certifications Fall protection certification Mobile fall cart certification Forklift training & certification OSHA 10 & OSHA 30 training Serving all of Florida

employee to have the opportunity to think about his/her answers and be in a better mindset for purposes of providing testimony. It also gives counsel and management an opportunity to speak with and prepare the employee for the interview. Obviously, regardless of when testimony is provided, all employees must always tell the truth.

In preparing witness statements on jobsites, OSHA may ask crew members to sign witness statements when they can neither read nor write in English or Spanish. We have encountered this on several projects. Furthermore, we have seen instances where CSHO’s will prepare witness statements in English for Spanish-speaking only employees.

Often, the employees are signing the witness statements without thinking of the ramifications for the employer or what is actually said or stated in the witness statement.

We believe the use of hand-written witness statements and the failure of OSHA to identify certain rights that employers are provided under the Code of Federal Regulations are constitutional violations. Next month’s article will explore the unconstitutionality of the OSHA interview and witness statement process. In particular, unlike criminal investigations where Miranda rights are normally required, OSHA does not have to inform the employer or any employees of their right to counsel or their right to remain silent.

As always, nothing in this article is meant to suggest that any employer should not fully comply 100 percent with OSHA rules and standards. However, it is important to understand and assert your rights while an inspection is being performed to help limit exposure to OSHA citations.

–RFM– Author’s note: The information contained in this article is for general educational information only. This information does not constitute legal advice, is not intended to constitute legal advice, nor should it be relied upon as legal advice for your specific factual pattern or situation.

Trent Cotney is Florida Bar Certified in Construction Law, General Counsel and a director of the Florida Roofing and Sheet Metal Contractors Association (FRSA), a director of the West Coast Roofing Contractors Association (WCRCA), and a member of the National Roofing Contractors Association (NRCA), Midwest Roofing Contractors Association (MRCA) and several other FRSA affiliates. For more information, contact the author at 813-579-3278 or go to www.trentcotney.com.

Continued from page 7

recommendations for unrolling and relaxing modified bitumen sheets prior to installation in cold-applied adhesive.

Follow the membrane manufacturer’s guidelines for lap adhesion. Some manufacturers recommend that the laps be left dry until the field of the roof is complete, and then adhered separately, with a heavier-bodied adhesive. The membrane manufacturer may specify that laps be rolled after application. Some materials are designed to have the lap areas heat (hot air or torch) welded. It is very important to keep foot traffic and equipment off finished portions of the roof until the adhesive has set, as weight can displace wet adhesive, creating a void and /or staining of the roofing granules.

Cold-applied adhesives take longer to set than a hot asphalt application. On slopes above ½ inch in 12 inches, membrane manufacturers often require rolls to be installed parallel to the slope (strapping), and nailed at the high point of the roll under the endlap (backnailing) to prevent slipping. Consult the membrane manufacturer for specific fastening requirements. It is good roofing practice in strapped roof application to have the lap facing away from the prevailing winds.

Consult membrane manufacturer’s installation instructions for acceptable application temperature ranges for membrane materials. Cold-applied adhesives can typically be installed at temperatures between 50ºF and 100ºF (10-38ºC). Recommended product temperature is between 70ºF and 100ºF (21-38ºC). This will ensure that the adhesive is the proper viscosity for application.

Full set times are dependent on many factors, including temperature, humidity, solvent and coverage rates.

Generally, colder temperatures, high humidity or high application rates retard set up time of the adhesive. For the specific application temperatures and rates, storage conditions and mixing instructions, consult with the individual manufacturer’s recommendations. One factor that must be kept in mind when using a cold-applied adhesive is that solvent vapor is released as the material dries. Care must be taken to ensure that solvent vapors do not get into the ventilation system.

Adhesives may be manufactured with solvents that are combustible; care should be taken that vapors do not come in contact with sources of ignition.

Application Tips ♦♦Start with an approved clean, dry, smooth substrate. ♦♦Positive drainage is required. ♦♦Ensure that solvent vapors will not be drawn into the building. ♦♦Start at the lowest part of the roof. ♦♦Install the adhesive evenly and at the recommended rate. ♦♦Ensure the side and end laps are completely sealed.

–RFM– For additional information, contact the Roof Coatings Manufacturers Association, 1156 5th St., NW, Ste. 900, Washington, DC 20005, phone: 202-207-0919 and website www.roofcoatings.org.

www.floridaroof.com

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Sales and Marketing Lee Rust, Florida Corporate Finance

The words "Sales and Marketing" are often used as a single phrase without any idea that the two activities are quite different. They are.

Sales is the presentation of a product or service to a potential buyer and then asking for and getting the order. I might add that getting paid for the order is also a sales function, a part of that effort which is frequently neglected by the members of the sales team.

Marketing, however, is making some potential buyer aware of your product or service, creating demand, and then enticing them to buy.

If the first purpose of marketing is to make a potential customer aware of your product or service, you must understand who those potential customers are and develop cost effective methods of reaching them. Start by defining your customer or customers, write a short description of each customer type and a typical profile for each, and then list all the ways you might introduce your products or services to those audiences. Also list the factors that contribute to a buying decision by each type of customer, rank those, and make sure that your marketing addresses the most important of the factors on that list.

Among the choices for marketing, there are thousands of different media that can be used. The most prevalent in the print media category are trade and consumer magazines, newspapers, your own company's product or service brochures, and, of course, the Yellow Pages, both book form and now on the Internet. In the broadcast media segment, TV and radio are the giants, but those are divided into hundreds of channels, time slots, and audience targets. Today, broadcast media also includes the Internet from banner ads on Yahoo to your own company's web site. Other types of marketing media include a wide scope of presentation venues from trade shows, a particularly effective marketing tool for many products and services, down to the silly idea of hiring a small truck with changing advertising messages on its sides to drive around town as a movable billboard.

Marketing or advertising venues are also becoming ever more fragmented. Broadcast media now includes messages delivered to cell phones. Product placement marketing includes Pepsi cans appearing in kid's video games. And premium "give-aways" now include small computer flash drives with a company's name and logo on the side.

Among this confusing plethora of marketing choices, the problem is determining which might be the most cost effective for your product or service. Much of that determination can be based on simple logic. During the dot-com frenzy of the late ‘90's, spending several million dollars to present a thirty second Super Bowl ad for 10

ROOFING Florida

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a new, and until then unknown, industrial Internet portal with no revenues was just ridiculous. I've read many business plans, particularly for start-up operations, that forecast enormous expenditures for marketing with no indication as to why or how those expenses would result in an increase in product or service awareness or demand.

On the other hand, if you sell an industrial product whose performance or functions are high on the list of factors that control a buying decision, presenting that product and explaining those functions in trade magazines can be particularly effective. Earlier, I discussed the importance of a company web site in today's Internet connected world. Such a web site is not only an effective method of presenting information on your company and its products and services, it should also be at the top of your list of marketing expenditures.

Although it is particularly difficult to measure the effect of various marketing methods and expenses, there are simple tools that can be helpful. For trade show attendance, keep a record of the number of sales leads generated at the show, the number of orders that resulted from those leads, and the show cost per order.

For any product or service, all potential customers contacting your company for the first time should be asked, "Where did you hear about us?" Then keep a record of the responses.

Marketing expenses can be particularly wasteful or unusually effective. I've often wondered if it was cost effective to put a company name and logo on ball point pins given to various people in contact with a company. I think not. On the other hand, Zep Manufacturing became a leader in the highly competitive markets for industrial sanitation and cleaning chemicals using premium give-aways as a principal marketing tool. For years, Zep filled its salespeople cars with literally hundreds of cheap Zep premiums from a set of steak knives in March to Halloween candy in October, all with the Zep logo prominently displayed. The Zep salespeople were always welcome by the members of the maintenance department, and they picked up an order with virtually every visit. It was also relatively easy for Zep to measure the cost benefit ratio for those premiums.

In addition to product or service presentation, effective marketing should also create demand for those products or services. Go back to your list of factors that control a buying decision for your product or service.

Then for each marketing expense incurred by your company, ask yourself how each one addresses one or more of those factors. If a marketing expense doesn't create demand, it's probably a waste. Does the logo on a ball point pen influence a buying decision? A list of product

uses and competitive advantages in a company brochure or appropriate print media certainly does.

Every company should have a marketing budget.

How that budget is spent will be one element in determining how successful the company will be. For that reason, the application of each marketing dollar should be carefully considered, results should be continually measured, and funds should be allocated to the most effective marketing media for the specific product or service.

I read an article some years ago that said, "Marketing is only sales with a college education." That college education, however, results from the experience associated with developing a cost effective marketing campaign.

Any such campaign should contribute directly to

Dr. Jerry Osteryoung

product or service awareness. That awareness should, in turn, include the factors that control a customer's buying decision. Controlling those buying decisions will then create demand and lead to higher sales, the original purpose of the marketing expenditures. As with virtually all elements of running a company, effective marketing requires only careful consideration, measuring results, and then making appropriate adjustments.

–RFM– Lee Rust, Florida Corporate Finance handles Mergers & Acquisitions, Corporate Sales, Strategic Planning, Financings and Operations Audits. He can be reached at 407-841-5676.

Training is not a Cost!

“I hated every minute of training, but I said, ‘Don't quit. Suffer now and live the rest of your life as a champion.’”

– Muhammad Ali

training also contributes to the bottom line.

In fact, several studies have shown the effects of training can be measured in terms of improved return on investment (ROI) and morale.

I know people are going to think I have lost In one study, 32 frontline managers in it when I say training is not a cost, but let me a 600-person company were given training, explain. In my mind, training is a profit genand they found the ROI was an incredible erator not a cost producer.

968 percent.

Unfortunately, many managers have a As with most things in business, you hard time seeing the value in training and eineed to have a plan and a mission for trainther provide it reluctantly or not at all. If that ing, plus you need a way to measure its is your perception of training, you are likely Dr. Jerry Osteryoung effectiveness. Every training plan should into consider it a cost that is not worth incurring. However, the clude repetition, as training needs to be repeated in order for reality is training is a tool for generating profits, which are it stick. crucial to every organization.

There is no department or area that does not need trainOne company I am familiar with has never spent one nickel on training. They keep just barely hanging on, and ing, as every part of every organization is changing at an their turnover is staggering. They are not giving their em- ever-increasing rate. For example, the janitorial staff needs ployees the tools they need to keep the firm viable rather training on better ways of cleaning and new chemicals that than just surviving. become available. The bottom line is that training should In another example, I was helping a firm that got paid a be considered a permanent element of every business and lot of money to train other people’s staff. The CEO, however, organization. refused to invest any money in training his own staff. He was Now go out and make training a priority in your organiblind to the benefits, and therefore, could not see the value zation. You can do this. of the cost. Meanwhile, turnover was increasing, as the staff –RFM– wanted and needed further training.

What these managers were failing to recognize is the Dr. Osteryoung has directly assisted over 3,000 firms. He world is changing rapidly, and if we are to keep our companies and organizations viable, we must continually train our is the Jim Moran Professor of Entrepreneurship (Emeritus) staff. Sure, this costs money, but the benefits outweigh those and Professor of Finance (Emeritus) at Florida State University. He was the founding Executive Director of The costs.

Furthermore, one of the criteria younger staff has is that Jim Moran Institute and served in that position from 1995 their employers provide continual training. To keep younger through 2008. His newest book, co-authored with Tim staff, employers must provide regular opportunities for them O'Brien, "If You Have Employees, You Really Need This Book," is a bestseller on Amazon.com. He can be reached by to increase their knowledge.

Beyond attracting this generation of employees, e-mail at jerry.osteryoung@gmail.com.

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Commercial Roofing – BUR or Modified?

Asphalt Roofing Manufacturers Association Manufacturers across North America are making asphalt roofing systems better and more versatile for architects, builders, contractors, roofing consultants and building owner/managers. Thanks especially to the addition of polymers that add stretch and strength, you can now apply your commercial, low-slope roof any way you want it: hot, cold, torch or self-adhered, to meet your individual low-slope roofing project’s needs. Today’s asphalt roofing products are beautiful, affordable, reliable and are trusted to perform exceptionally well against extreme weather conditions.

The two broad categories of asphalt roofing systems for commercial, industrial and institutional buildings are Built-Up Roofing (BUR) and Modified Bitumen Systems (MBS).

What is Built-Up Roofing (BUR)?

Built-up Roofing (BUR) is used on flat or low-sloped roofs and consists of multiple layers of bitumen and ply sheets.

Components of a BUR system include the roof deck, a vapor retarder, insulation, membrane and surfacing material. The components are assembled at the job site to actually form the built-up roof. At the heart of this roofing system is the roofing membrane, which consists of roofing bitumen and multiple reinforcing plies of roofing felt.

Roofing bitumen is the primary adhesion/waterproofing agent used between roofing plies. Bitumen arrives at the job site in solid form, but is heated and applied as a liquid. Roofing bitumens may be either a product of petroleum refining (asphalts) or a product of the coal cooking process (coal tar pitch).

Multiple reinforcing “plies” are asphalt-coated roofing sheets or felts installed in three or more layers to strengthen and stabilize the BUR membrane. These multiple reinforcing felts also make the membrane more pliable and resilient, protect the bitumen from water degradation, and serve as a fire-retarding element in the membrane system.

BUR roofing membranes can be protected from solar radiation by embedding gravel in the bitumen, applying a surface coating or applying a granular-surfaced “cap” sheet. Light-colored surfacing materials can be used to reflect heat from the building. In addition, surfacing agents can provide additional fire protection.

Built-up roofing systems have had a long standing popularity, due in large part to the success and proven reliability of BUR. The stock of 20, 30 and 40-year-old BUR roofs still in excellent condition attests to this fact.

Specifically, BUR roofs offer: ♦♦Multi-Layer Protection – the multiple layers of bitumen and bitumen saturated “felts” make a water-resistant barrier capable of providing many 12

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years of reliable protection from the elements. ♦♦Thermal Performance – Built-up roofing systems exhibit exceptional resistance to the conduction of heat between the exterior and interior of a building, resulting in noticeable reductions in heating and cooling costs. ♦♦Fire and Uplift Resistance – Built-up roofing systems are tested through Underwriters Laboratories and FM Approvals to meet very strict fire resistance requirements and ensure adequate uplift resistance under extreme wind conditions. ♦♦Economy – Compared to other high performance commercial roofing systems, built-up roofing is one of the best investments on the market due to its competitive cost per year of expected service life.

How is BUR Applied for Maximum Performance?

It’s critical to get secure bonding of the roofing felts (plies) using bitumen. To achieve this bond the roofing contractor applies thin, uniform moppings of bitumen.

This waterproofs the system and ensures proper adhesion for fusing the membrane system together. The temperature of the bitumen is critical. By heating it to the proper temperature the roofing contractor gets the right viscosity for proper mopping. The contractor heats the bitumen to its EVT or Equiviscous Temperature, the temperature at which it can be most effectively mopped into uniform layers. Each batch of bitumen should be labeled by the supplier with its EVT. Once felts are rolled into place on the heated bitumen, applicators pull brooms or squeegees over the felt or use some other method to make sure that its embedded in the bitumen.

The strength of the membrane depends on the type of felt used, the number of plies, overall ply construction, and the lapping of the overlaying felts. Typically, membrane ply construction is defined by headlap, endlap, and sidelap. Headlap is the distance of the overlap that exists between the lowermost and the uppermost plies of the shingled portion of the roof membrane when measured perpendicular to the long dimension of the membrane.

Endlap is the overlap distance that is measured from where one roll of felt ends to where another begins.

Sidelap is the overlap distance along the length of the felt where one roll of felt overlaps the adjacent overlying felt.

The application of Built-up Roofing systems is detailed work, but the professional who pays particular attention to those details such as curbs, walls, flashings or other projections that interrupt the membrane, achieves

a quality, efficient, long-lasting product for the building several components as specified for the process. Roof performance is determined by factors that include building owner. design, job specifications, materials quality and suitabilModified Bitumen Systems ity, application procedures and maintenance. The level of Since gaining acceptance in the roofing industry during quality in the workmanship during the application prothe 1970s, the use of modified bitumen membrane roofing cess is critical. systems has increased steadily. Today modified bitumen The application of modified bitumen roofing systems membranes are the fastest growing roofing materials in is not an exact science. It’s a craft that involves people, the industry. roofing professionals, who deal with a broad range of Considered a quality “hybrid” system, MBS provides materials, designs, customs, techniques, weather events, the features of a built-up roof with the added tensile and climates. These factors are controlled by applicable strength and elongation of a modified bitumen cap sheet, inspection and review procedures carried out during the as well as the quality assurance of in-plant membrane development, manufacturing, production, and applicafabrication uniformity and control, and reduced labor re- tion stages. quirements for installation.

What are Reinforcing Plies?

What is Modified Bitumen (MB) or Modified What are They Made of?

Bitumen Membranes (MBS)?

While modified asphalt provides the primary waterproofModified bitumen membranes – MBS – combine the fea- ing characteristics of these membranes a reinforcing ply tures of a built-up roof with the added tensile strength adds strength and puncture resistance. Glass fiber and from its polymer modification. Using a reinforced sheet polyester plies are the most commonly used reinforcing that is prefabricated in the plant, modified bitumen sys- fabrics. Each has distinctive properties. Polyester has tems require a less labor-intensive application and can be excellent elongation, tensile strength and recovery. It proapplied cross-platform in both commercial and certain vides good puncture resistance and stands up well to foot residential applications. A modified bitumen roofing sys- traffic. Glass fiber resists flame penetration and provides tem is composed primarily of polymer-modified bitumen excellent tensile strength and dimensional stability. reinforced with one or more plies of fabric such as polyester, fiberglass or a combination of both. Factory surfacing, How Do I Choose the Roofing System that Works if applied, includes mineral granules, slag, aluminum or Best for a Particular Job? copper. The bitumen determines the membrane’s physi- The combination of asphalt, modifiers and reinforcements cal characteristics and provides primary waterproofing determines the characteristics of a specific modified biprotection, while the reinforcement adds strength, tumen membrane. To obtain the best roofing system puncture resistance and overall system integrity. Factory- possible, the designer, building owner and contractor assembled, modified bitumen membranes undergo strict should understand the dynamics of the roof as well as the quality control standards to ensure uniform thickness and roofing system when specifying either APP or SBS modiconsistent physical properties throughout the membrane. fied roofs.

The architect, specifier, building owner and roofThe finished roofing system is usually a two-to four-ply ing contractor should examine the following parameters system consisting of a modified bitumen membrane and when choosing a roofing system: a base sheet, with additional plies for added strength if needed. The substrate often determines which ply sys♦♦What it the building’s type and usage? tem is best specified. The finished roofing membrane may ♦♦What building code requirements apply to the consist of one or more modified bitumen sheets, or it may system? be comprised of a combination of built-up roofing (BUR) ♦♦What is the estimated service life of the roof felts and one or more modified bitumen sheets. The type system? What type of maintenance will be required of substrate and the performance objectives influence the to maximize the service life of the roof system? specification of the modified bitumen membrane system.

There are modified bitumen membranes tailored to al♦♦What kind of roof deck will be used (type, size, most every type of construction design and climate: for slope)? new roofing or reroofing of commercial buildings, resi♦♦How much is the roof deck expected to move dential high rises, domes, spires, and most categories of relative to the roof perimeter? Shrinkage of the low-slope or steep-roof roofing. Thus there are a variety deck material? Moisture content of the deck? of modifiers and types of reinforcements and surfacings available. ♦♦Access for equipment on the roof?

How is Modified Bitumen Roofing Applied for –RFM– Maximum Performance?

For more information, contact the Asphalt Roofing The application of modified bituminous roofing is a con- Manufacturers Association (ARMA), phone: struction process that involves the skillful arrangement of 202-591-2450 or visit www.asphaltroofing.org.

www.floridaroof.com

13

BIM – What is BIM and Why Do I Care?

Ray Smith, Managing Director, AppliCad USA, Inc. A Bit of Largely Forgotten History to Start Us Off About 1974, a bunch of very clever people got together and tried to define procedures for exchanging information among CAD (Computer Aided Design) systems in the aerospace industry. The intention was to reduce costs by defining something once and reusing the design data all the way along the design, testing, manufacturing, distribution and repair life-cycle of that product. The driver was the number of companies getting Ray Smith involved in automated manufacturing in the ‘70’s, all with egos and their own ideas on how CAD data was to talk to complex machine tools.

This resulted in some very heavy hitters such as Boeing, General Electric, Xerox, Computervision and others getting together under the auspice of the USAF to agree on such a standard. Using a bit of translation software developed by Boeing (and sold to the USAF for one dollar) as the starting point, the IGES (Initial Graphics Exchange Specification) standard format was born. After many committee meetings, (one can only imagine) the IGES vendor neutral file format was first published in 1980.

A more detailed description and some more history can be found in the usual way. The point is that IGES was potentially the way forward for all other industries, not just defense component manufacturing but engineering and architecture as well. The problem was that the level of detail needed to adequately specify every single product, and how that product was to be manufactured and used with every other product, (including its specific technical specs) resulted in the IGES specification becoming such an unwieldy document that it largely remained where it was first intended – component manufacturing.

But the seed was planted, and the concept proved to be useful. As it turned out, engineers and architects have had the same problem (redrawing everything over and over) and we all agree that this hasn’t been, and still isn’t, very efficient.

For years, every stage of a job was drawn and redrawn to suit the specific requirements of the drawer/designer. Not at all efficient, but quite manageable.

have done much the same thing at the same time. It is generally recognized that the first effective implementation of BIM was by Graphisoft with their ArchiCAD design software under the heading of “Virtual Building.”

Curiously, the BIM concept has been expanded way beyond simply standardizing the definition of the components of buildings and the buildings themselves, but to now include “places,” quoting Wikipedia: Current BIM software is used by individuals, businesses and government agencies who plan, design, construct, operate and maintain diverse physical infrastructures, such as water, wastewater, electricity, gas, refuse and communication utilities, roads, bridges and ports, houses, apartments, schools and shops, offices, factories, warehouses and prisons.

Places? How hard does something have to be to implement? Apparently as hard as we can make it. The intentions are honorable and in time, very useful especially at the “macro” level. But taking BIM beyond the building and into the local environs is making a hard job very difficult.

A US government committee has developed the following definition: Building Information Modeling (BIM) is a digital representation of physical and functional characteristics of a facility. A BIM is a shared knowledge resource for information about a facility forming a reliable basis for decisions during its life-cycle; defined as existing from earliest conception to demolition.

So the traditional process of designing a building and situating it in its local environment using 2D drawings has had to be extended into 3D. This is so that the true spatial representation of the structure can be visualized helping designers sell their vision. For many, this is quite a difficult step to take. They are simply not trained to think in 3D, let alone create 3D models of everything.

For BIM to work, the 3D model has to be enhanced with other details such as cost. If you store cost, then you will store the manufacturer and the supplier’s details as well, and all sorts of other information such as repair and mainteStandardized Processes nance information so that the ultimate user doesn’t have to Well, the rocket scientists at USAF had proven that com- go chasing it. ponent manufacturing could be standardized, so why not buildings? If the IGES standard wasn’t going to cut it then we The 3D Model for BIM needed a new one, but with the same process controls built Backing up for a minute, the not-so-obvious advantage of in. The notion of BIM (Building Information Model) was the 3D model is that any change to the model is automatifloated, first appearing in the early ‘90s in various discussion cally reflected in the traditional 2D views used to describe papers around the world. It didn’t really gain any traction the structure. When you model in 3D, the plan and elevation though until 10 years later when CAD software heavy weight, views are extracted from the 3D model; you essentially get Autodesk, released an industry paper outlining how they saw a model view (3D) and construction views (2D). The use of the BIM world. All other major CAD vendors also claim to BIM requires every element used in a project, right down to 14

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the last nut, bolt and screw (in theory at least) to be defined in the 3D model. Thus, carrying with it all the attributes for selecting, costing and ordering; completely automating the project management process. Let’s just stop and think for a moment – this is a mountain of work and who is going to do it? More importantly, who is going to pay for it to be done?

The BIM concept allows all the professionals in a project to be quite literally on the same page. The information contained in the 3D model, and every component of it, can be handed from the design professionals (the surveyors, civil and structural engineers and architects) to the contractors and his sub-contractors.

BIM is especially useful during construction as it is designed to provide cost and timing data to aid with project management. It doesn’t stop there - the use of the BIM goes further, because the data used to build the structure may then be used to service and maintain the structure. When the structure or facility is completed, the BIM data can then be handed to the facility managers, building owners and service providers to maintain the facility. One can easily imagine how powerful this process is, especially as structures become increasingly complex.

The most obvious benefit of the use of BIM in construction is that it stops the “leaking” of information as a project progresses through each stage of its life-cycle. It is difficult to apply BIM to old structures, but not impossible.

Going forward, the use of BIM is so obvious that it is a wonder that it has taken so long to get this far. Yes the challenges are significant and the amount of information is immense, but it’s not like the information is not available. It is just that it is in so many collective heads. BIM brings it all together and allows everyone to use it.

We design it, describe it and define it ONCE! Then we use it over and over. I am sure someone has attempted to calculate the cost of people re-drawing, re-documenting everything, every time a new guy touches it, and then prints it.

The cost must be enormous. But what about the cost of not doing it? That is surely greater.

One might consider the implementation of BIM as one big exercise in socialism – no one is offering to pay for all this work to be done, but everyone is expected to do it, for the greater good. What a concept!

There is no escaping BIM. It has to come if the industry is to continue the improvements to efficiency and productivity. Indeed, the wide adoption of BIM is likely to result in the single most significant improvement to processes in the building industry since the adoption of CAD and CAM (Computer Aided Manufacturing). Having all the information stored electronically and in one place will reduce time, it will reduce errors and will improve productivity and accuracy. To my mind BIM equates to efficiency and in the case of buildings it has been proven to be effective.

Implementation of BIM To underscore this point, in 2011, the U.K. government published its BIM strategy requiring collaborative 3D BIM with all project and asset information, documentation and data being electronic. They require this to happen by 2016, and

that is approaching fast. The Institute of British Architects has been keeping a watching brief on the progress of the adoption of BIM and they report that it has increased from 13 percent in 2010 to 48 percent in 2014. We are now halfway through 2015 and the U.K. Government’s deadline is approaching. I am sure that the number is now much higher and I would expect that they will achieve their goal.

I understand that in the U.S., all the appropriate people are still just talking about it with many questions over what it’s going to be called apart from anything else. What can I say? The U.S. is behind the ‘8’ ball with a lot of work to do to catch up.

How Does This Affect Roofers?

At one level it will have no effect at all. Your material will still be delivered to site and you will install it to the expected professional standards. However, expect that the specification for the installation and use of the roofing products will be available as part of a BIM model, and don’t be surprised if you are expected to access that information via a software program for reviewing project information provided by the contractor that is accessed on the internet (aka ‘the Cloud’) using your favorite web browser. You might do this from your pickup truck or while standing among the materials on the job site. Typically, however, you will have done this at the office at quotation stage, using the exact same information that the designer reviewed when they specified and modelled the job.

BIM is not free. The cost for a roofer is in the implementation of systems and processes for using this information.

It is like a magic black box that holds all sorts of wonderful secrets and you have to figure out how to extract them.

It must be said that all manufacturers, at least those that intend to stay in business, have all their specifications available for download from their web site already. The big difference with BIM is that the correct information for the current project is stored with the project; you don’t have to go chasing it and possibly finding the wrong information.

BIM on its own is not intelligent; it will not ring a bell when you need to do something. It is information. It is what we do with that information that is clever. We need software and systems to extract, sort and review this information, displaying the key parts for our specific use. The tools to do this for each application must be developed, they must be implemented and people trained to use them. These steps have a cost too and some of the costs are recurrent costs – training for example.

BIM is the future of project design and management.

Don’t ignore it.

–RFM– Author Ray Smith is Managing Director of AppliCad USA Inc., and has 43 years experience with CAD/CAM and business systems. He has run his software development business targeting the roofing and cladding sector for 24 years and exports software from their head office in Australia to 148 countries. See more at www.applicad.com

www.floridaroof.com

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Year-End Tax Planning? Remember the FRSA Foundation Endowment Protecting the Industry and Your Personal Legacy for Generations The end of the year is quickly approaching and that means many are seeking ways to reduce their federal tax liability for the 2015 tax year. A recommendation that is made by many tax planners, attorneys, and accountants is to make some or additional charitable contributions that reduce taxable income, for most on a dollar for dollar basis. With that in mind, please remember the FRSA Educational Foundation Endowment Program when consulting with your tax advisor. The contributions made remain intact, only the earnings from the program are used to support designated uses. The contributor controls the use of the earnings, stipulating how they would like the earnings to be spent by choosing from a menu of options at the time pledges are made. Interested in making a tax deductible contribution to help secure the future of the industry that has given so much to so many of us? Contact Mike Reed, CPA, FRSA Controller at 800767-3772 ext 167, or email at reed@floridaroof.com for further information.

The History of the Endowment Program The Endowment Program was originally set in motion in 2003 when TAMKO Building Products, Inc. donated $25,000 to the Foundation. The Foundation Trustees seized that opportunity to launch the Endowment Program and deemed the unsolicited donation to be the first Governor Level contribution.

Since then, the Foundation has received several substantial contributions from manufacturers, suppliers, FRSA affiliates, contractors, and individuals.

Most significantly, in 2005 the Endowment Program benefited from the generous contribution of $100,000 (Chancellor Level) from the FRSA Self Insurers Fund as a matching contribution of amounts donated and pledged between February 2005 and FRSA’s Annual Convention and Trade Show in 2005.

In 2014, the Endowment surpassed $1 million in value, representing various contributions from several long-standing companies and individuals within the industry.

Endowment Goals The Endowment Program is designed to enhance the Foundation’s ability to: ♦♦Award a greater number of scholarships to students of merit ♦♦Increase the frequency and quality of 16

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industry-related seminars for continuing education credit ♦♦Provide funding for workforce development and employee training ♦♦Fund research projects on crucial and innovative roofing topics Scholarships Since 1994, the Foundation has awarded over $189,000 in scholarships. The Foundation Trustees and the Endowment Board of Governors’ goal is to be in a position to award even larger amounts to students whose area of study is geared toward industry-related subjects.

Your contribution’s earnings designated for scholarships can increase the amounts and the number of scholarships provided to deserving students each year!

Continuing Education Seminars The Foundation has established itself as a leader in the area of continuing education for roofing contractors and other industry-related professionals. The Foundation offers quality classroom instruction with knowledgeable, industry-wise instructors while maintaining low registration fees. With the addition of the FRSA Educational Foundation Training Center, the Foundation is able to offer even more educational opportunities to the industry.

Workforce Development & Employee Training Endowment earnings designated for education provide the means to train technicians on the guidelines and procedures of various roof applications.

Research There is constant need for competent research in the Florida roofing industry for: ♦♦New trends— green roofs, cool roofs, photovoltaic/solar roof systems, etc. ♦♦Wind testing ♦♦Product development relating to Florida Building Codes and Insurance Rates ♦♦Working with the University of Florida’s College of Design, Construction and Planning School where each year, thousands of dollars are granted for roofing-related research through the Earl Blank Faculty Fellowship.

The Endowment Campaign An endowment can be established in any amount, but contributions of $25,000 (Governor Level) or higher entitles the contributor a seat on the Endowment Board of Governors, and a voice on how endowed earnings can be best utilized within the parameters established by those making contributions.

Contributions can also be made in honor of a friend or loved one with a significant history of involvement in the industry.

Your support of this program will secure the roofing contractor’s place in the future by perpetuating the

influence and prestige of the industry within the State of Florida. Your investment in the Endowment will remain intact, as the corpus is never used for direct funding. Again, earnings from your Endowment can be utilized for education, scholarships, or research.

For more information on any of the Foundation’s programs: scholarships, silent auction, education and training, please contact Meghan Roth, FRSA Director of Educational Foundation at 800-767-3772 ext. 123 or meghan@floridaroof.com.

–RFM–

Understanding the Fall Protection Standard Brad Mang, FRSA-SIF Safety and Loss Control Consultant Each year, falls to a lower level are the leading cause of death among construction workers and account for one third of all construction fatalities. According to a new report from the Bureau of Labor Statistics, the fatality rate for workers killed as a result of falls rose 10 percent in 2014 to 647, from 595 in 2013. Along with this troubling data, fall protection continues to be OSHA’s top cited violation with over 6,500 citations written in 2014 and millions of dollars collected in fines against employers.

In a recent study conducted by OSHA of almost 100 fall related fatalities it was shown that all of these deaths could have been prevented if fall protection, such as guardrails or personal fall arrest systems, had been used on the job site. With this being said it is extremely important that every roofing contractor review their company policies on fall protection and ensure their employees are following the company rules.

The first part of the fall protection standard states that an employer must first determine “If the walking/ working surfaces on which its employees are to work have the strength and structural integrity to support the employee safely.” This is an extremely important standard for roofing contractors to address since there has been an increase in employee deaths related to roof failures over the last couple of years. A roofing contractor should create some type of roof inspection protocol system which documents the integrity of the roof prior to work commencing. This protocol system should include training of employees on types of roof decks, photos of the roof, core sampling, visual inspections of top and bottom of roof area and possible thermal imaging. The main focus should be on documentation and the integrity of the walking surface prior to employee exposure.

The next part of the standard reads “Each employee on a walking/working surface with an unprotected side or edge which is six feet or more above a lower level shall be protected from falling by the use of guardrail systems, safety net systems, or personal fall arrest systems.” OSHA also allows for a safety monitor only on roofs under 50

feet wide and under 4:12 slope. A combination of a safety monitor and warning line systems is allowed on roofs over 50 feet and slopes less than 4:12.

Since OSHA removed the directive for residential fall protection back in 2011, which allowed for additional types of fall protection in residential roofing work, OSHA now looks at all roofing projects either as low sloped roofing (4:12 and below) or steep sloped roofing (4:12 and above).

OSHA also allows for an employer to create a site specific fall protection plan if they can demonstrate that the use of conventional fall protection (safety nets, guardrails, or personal fall arrest systems) is infeasible or creates a greater hazard to the employee. This exception is very rarely used due to the advancement in fall protection equipment in the construction industry.

Since OSHA has limited what is allowed for fall protection in the construction industry, contractors need to focus on training their employees on the proper use of the equipment they are choosing to use on a daily basis.

OSHA requires documented training of each employee on the general requirements of fall protection, the nature of fall hazards on the work site and correct procedures for erecting, maintaining, disassembling, inspecting and using protection systems.

This information is a very condensed version of the OSHA standards on fall protection and of course we encourage all contractors to read the standard in its entirety but, with that said, the standard does not have to be complicated. No employer wants to have an employee die or be seriously injured from a fall on their job site and for this reason, take the time and decide which fall protection method works best for your business, train your employees and enforce your company safety policies. If all contractors made this a priority it would surely change the amount of deaths and injuries related to falls and what OSHA prioritizes its focus on.

–RFM– www.floridaroof.com

17

Social Media as a Marketing Tool

By Karen Edwards, Marketing Director at EagleView Technologies How many times a day do you pick up who needs to put on a new roof. your phone and glance at your social meAnother great source of content is phodia apps? More than likely you have a tographs. Pictures tell a very compelling Facebook account and use it to connect story and you should always be posting with friends and family, find old friends, before and after photos of your work. This get updates from your favorite pages – not only showcases your craftsmanship wait, did you catch that? “Get updates from but the property owners are likely to enyour favorite pages.” That like button on a gage with you online and share that image page is pretty powerful. Think about what to demonstrate their pride in ownership. shows up in your news feed. For example, When they share the image, all of their if you have liked the page of your favorite online connections will be exposed to it, NFL team, you’ll see news and updates as silently referring your business to those you scroll through. connections. Be sure to capture and share Karen Edwards Since we are talking about liking pagany customer testimonials after each job is es, how many of you have liked the FRSA Facebook page? complete. After all, the greatest compliment a customer If you haven’t, I encourage you to pull out your phone, can give you is a referral. open your Facebook app and like the page. You’ll begin Look internally for content as well. People want to do seeing useful information on training, events and other business with those they like and trust. Start letting the topics important to your business. world get to know your company and your team through You can be doing the same thing on social media your social media posts. Make your content personal and – providing news, important information and tips to ex- allow your followers to form a relationship with your isting customers and potential customers and it won’t cost brand. Why not pick an employee to highlight each week? you anything to do it. According to a 2014 Pew Research Share some fun facts such as what they like to do when Center study, 71 percent of adults with Internet access they’re not at work, what their favorite food or sports use Facebook and 23 percent use Twitter. LinkedIn is team is and if they volunteer or coach their kids’ sports used by 28 percent of online adults with the study find- teams. ing that 50 percent have college degrees, are employed, So now that you have some ideas on where to find earning higher than average salaries and tend to range in content, how do you get people to like or follow your the 30-to-64-year-old category, which makes LinkedIn an page? Be sure to make your customers aware that you ideal place for targeting commercial roofing jobs. have a presence on social media. When potential customIf you aren’t already on social media, the idea of get- ers are doing their research, they are visiting your website ting started may seem overwhelming. Take it one step at to learn more about your company, meaning it’s impora time and turn to those who know social media the best: tant to make sure the links to your social media accounts your children, grandchildren, younger employees in your are clearly visible on your website. Consider using a feed office or students at a local college. Establishing a social that shares your updates and images that were posted by media program is a great project for an intern as well. your company or mentioning your company on social meThey can create the accounts and work with you to setup dia outlets. the platform that makes ongoing management of the proInvite your friends and family on social media to like gram easy. your page. Their friends and connections will see the inAfter creating the accounts it’s important to make teraction between your business and their activity, which sure they are constantly active and avoid the mistake of in turn helps to spread awareness for you. On LinkedIn, only posting promotions. People want content that is there are many networking groups that exist for building interesting and engaging so be sure to offer them infor- owners, property managers and other professionals who mation that is compelling. This is where the FRSA can be may be in need of a roofing contractor’s services. Use your a great resource. Visit the ‘For Consumers’ section of the individual LinkedIn account to become a member of these association’s website (www.floridaroof.com) and you’ll groups and join in on the conversation. Many people turn find a gold mine of information to help you get started. to their online networks when they have a question or are ‘What to Ask the Contractor’ is very helpful as well as the in need of services. Share your expertise by replying to educational information on warranties and different types those group inquiries and as a result you will start to be of roofing materials. A social media post on the topic of seen as an expert in a specific area, such as roofing. When ‘26 Things your Roof Warranty Probably Doesn’t Cover’ members of those LinkedIn groups are in need of roofwould probably generate a lot of interest for a consumer ing repair or replacement, you will be the first that comes 18

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to mind. With technology continually evolving and our world becoming increasingly more digital, social media can no longer be ignored when it comes to the success of a business. According to a recent BIA/Kelly study, before individuals make a large purchase, they research online about that product or service for an average of 79 days using 7.9 sources – social media being one of them. Without an online presence, your business will be overlooked. Log on, be active and don’t get left behind.

Edwards has been Marketing Director at EagleView Technologies, leading corporate marketing initiatives for the company’s EagleView and Pictometry brands and services.

Edwards serves as the Chair of the Florida Roofing & Sheet Metal Contractor’s Association Public Relations and Marketing Committee. She has been published in many industry publications including Western Roofing, Siding & Insulation Magazine, ROOFING FLORIDA –RFM– Magazine, Midwest Roofer Magazine, Remediation & Restoration Magazine and Roofing Contractor Karen L. Edwards has been a marketing professional for Magazine. Edwards holds a Bachelor of Science demore than 20 years and has focused the past 12 years gree in Communications with a concentration in Public on marketing for the construction industry. Since 2010, Relations from Millersville University, Millersville, PA.

How Being “Casual” Can Cost You – Tales of Workers’ Compensation Woes…

We hear it all the time: “but he was just a casual independent contractor and I didn’t know he had any employees.”

By Brett Stiegel, FRSA-SIF Administrator Our First Tale An employer with proper workers’ compensation insurance hires a “handyman” for occasional repairs or roof maintenance. Never mind that he isn’t properly licensed (a different problem altogether) but he has no workers’ compensation insurance coverage and only an officer’s exemption for himself. This handyman then brings a “helper” to assist him with this occasional repair that the handyman is hired to complete. Unfortunately the “helper” falls off the roof, through a glass enclosure and incurs serious permanent injuries. The “helper” hires an Attorney to help him with his injuries and he sues for Workers’ Compensation coverage. Since the handyman does not have workers’ compensation insurance coverage, the insured employer’s carrier must pay for the claim as he is the one that hired the handyman for the job. Even though the insured employer had no knowledge of the “helper”, the claim has to be picked up by his insurance company and costs over $150,000. The “helpers” lawyer also sues the homeowner, another innocent person in this tale, because the glass enclosure that he fell through was the homeowner’s structure. The end result to this insured employer is that he has an unhappy insurance carrier, an unhappy homeowner client, and his experience modification factor will be impacted and a higher debit mod for the next three years. If only he had not been so “casual” in subcontracting to an unlicensed and uninsured “handyman.”

The Second Tale An employer with proper workers’ comp insurance coverage hires a company for “roof loading”. The employer never considered this to be a “subcontracted” arrangement. The roof loading company has sporadic Workers’ Compensation coverage through a Professional Employer Organization or Leasing Company (PEO). We explain that the coverage is “sporadic” because the PEO cancels the roof loading company’s Workers’ Compensation coverage numerous times throughout the year because they do not maintain consistent payrolls each week. Unfortunately, this roof loading company has an employee injured on the jobsite and sustains serious injuries. The PEO denies the claim as they argue that coverage had been cancelled.

Again the employer with the proper Workers’ Comp insurance coverage must pay for the claim. The employer’s insurance carrier is naturally disappointed and the insured’s experience modification will be impacted by this claim by going higher for the next three years. If only this employer would not have been so “casual” and would have properly verified the roof loading company’s lack of adequate insurance coverage.

In these two examples, the insured employer’s Workers’ Comp carrier never received any premium to cover any portion of the claims that resulted. Employers would be wise to heed this warning of not being too “casual” in who does work for you, and to not trust supposed coverage that may be on an insurance certificate from a PEO. Being less “casual” will pay off!

–RFM– www.floridaroof.com

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modification. To do this, any unwanted I-Code language has to be stricken through and any proposed Florida specific language has to be underlined. Additionally, the committee as code proponent must provide the following rationale: ♦♦Summary of modification ♦♦Rationale for the modification ♦♦Provide fiscal impact statement to local enforcement, building owner and industry ♦♦Impact to local entity relative to enforcement of code ♦♦Impact to building and property owners relative to cost of compliance with code ♦♦Impact to industry relative to the cost of compliance with code ♦♦Impact to small business relative to the cost of compliance with code ♦♦Has a reasonable and substantial connection with the health, safety, and welfare of the general public ♦♦Strengthens or improves the code, and provides equivalent or better products, methods, or systems of construction ♦♦Does not discriminate against materials, products, methods, or systems of construction of demonstrated capabilities ♦♦Does not degrade the effectiveness of the code ♦♦Is the proposed code modification part of a prior code version ♦♦The provisions contained in the proposed amendment are addressed in the applicable international code ♦♦The amendment demonstrates by evidence or data that the geographical jurisdiction of Florida exhibits a need to strengthen the foundation code beyond the needs or regional variation addressed by the foundation code and why the proposed amendment applies to the state ♦♦The proposed amendment was submitted or attempted to be included in the foundation codes to avoid resubmission to the Florida Building Code amendment process The Florida Building Commission staff determines if submitted code modifications are complete and have met the intent for Florida-specific language. Staff advises that code modifications be submitted as soon as possible so if deemed incomplete by staff, corrections can be made.

However, after December 25, 2015 there is no guarantee that staff will be able to assist, and if modifications are deemed incomplete, they will not be considered by the Commission.

The Codes Sub-Committee spent six hours methodically reviewing and fine-tuning the one hundred plus, 20

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proposed changes to the 2015 International Building Code chapter 15 version and 2015 International Existing Building Code. Soon the committee will reconvene to review the one hundred plus proposed changes to chapter 9 of the 2015 International Residential Code. Thought should be given to possibly removing contents of Chapter 9 and redirecting all roofing to Chapter 15 of the FBC. Doing so would remove the required submission of the same information twice, as well as providing one location for all roofing codes.

Hopefully, by the time this is in print the code mods will have been submitted and any corrections made. Stay tuned. And may the FRSA be with you!

–RFM–

FRSA Educational Foundation Seminars – January 9, 2016 – CERTA - Certified Roofing Torch Applicator Program This eight-hour seminar provides best practices and industry requirements for torching activities.

Cost: $250 for FRSA Members, $300 for nonmembers. FRSA-SIF members receive one free registration.

– February 11, 2016 – Lead Re-Certification Four-Hour Refresher Training Lead Recertification Course Renovation, Repair and Painting (RRP) - Refresher Training is required every five (5) years for those with a Lead Renovation Repair and Painting (RRP) certification. You need to take the four-hour refresher course prior to your initial expiration date or you will be required to retake the eight-hour course.

Cost is $139 per person.

FRSA Educational Foundation Training Center 7071 University Blvd Winter Park, FL 32792 meghan@floridaroof.com Phone: 800-767-3772 ext. 123

Retargeting – “How Did They Know I Wanted Information On Roof Cleaning?”

By Paul Nutcher, CSI CDT As a homeowner, imagine you mouse click to a website to plan that much overdue vacation you have been meaning to book. You had been surfing the Web for a roof cleaning service earlier because the roof on your house looks like it needs a good scrubbing. But for now, you search for: “Mexican beach resort deals,” and voila, your search results pop up – Cancun, Cozumel. Along the margins of the search results, you see advertising displayed for roof cleaning services from various local roofers.

You don’t click on the ad (brand impression) for roof cleaning; you move on to that dream vacation website.

Before you could book it, you are distracted by a Facebook notification from Aunt Betty so you decide to “like” her comment on that plate-of-dinner picture you posted to Facebook over the weekend. Then, Facebook starts to display ads about roofing cleaning (more brand impressions and a limited time offer).

See where this is going? Ever since you left that roofer’s website, you see ads for roof cleaning everywhere you browse along the Internet. This can creep some people out – it seems like cyber-stalking to some Internet users; but marketers love this type of advertising. They call it “retargeting.” Like most forms of digital marketing, it’s audience specific, budget-friendly and measurable.

Retargeting is a form of digital marketing that can

be a powerful tool for roofers that want to generate project leads as long as the campaign is properly executed.

Imagine you could display your new roof cleaning service to anyone who has visited your website even though they have clicked away from your website long ago. You can with retargeting (also called remarketing).

If you are checking your website traffic results on Google Analytics, you know that the bounce rate and site visitors’ behavior often indicates whether or not your website is efficiently converting visits into sales leads. That is a separate issue but it needs to be addressed first as well as your organic Search Engine Optimization (SEO) program.

If your site visitors are not responding to your offer of a free quote or opting in to receive your monthly newsletter or you don’t have a form for them to fill out, you need to set that up before moving on to retargeting. The first step toward digital marketing success is to get a strong call to action for your website visitors. Each site visitor who responds is a potential lead.

Don’t forget print advertising in your efforts to generate website traffic. Ads in magazines can drive traffic to websites when you have a strong call to action, such as a giveaway or contest especially when you tie print promotions to your website. For example, this would be especially true if your target audience was age 50 or older (reroofing)

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as they tend to visit websites after reading about an offer they first saw in a magazine or newspaper. For targeting the Millennials, try asking them to submit smart phone photos of your print ad (or its QR code) in order to direct them to the entry form. A multi-pronged approach to digital marketing is best.

Once you are comfortable you have made progress in driving people to your website, it is time to move onto Search Engine Marketing (SEM) or paid search tactics.

The rationale for retargeting is you can only expect that 2 percent of website visits result in a conversion (or form fill-out), but retargeting brings back many of the 98 percent that have left, according to the retargeting company, AdRoll.com.

Retargeting is the second phase or overlay tactic within a pay-per-click (PPC) campaign because you first want to get a pay-per-click campaign going effectively.

That requires ongoing attention to keywords such as: roof cleaning, in general and less expensive or geotargeted keywords including: “roof cleaning Orlando” or “Miami roof cleaning.” Once you have confidence your pay-per-click campaign is up and running and effective because your bids on keywords are getting you the return on investment you want, then it is time to add retargeting.

It’s not magic; the first step is to place Java script in the footer of your website (usually the retargeting company provides the code) and you or your webmaster can cut and paste this into your website usually via its content management system. This code generates a list of the

people who visited your website and adds cookies to their browser, which is the mechanism for redisplaying your remarketing ads.

Once you have added a roof cleaning code tag to your website, your PPC ads will now be shown on the remarketing display network, containing a vast number of websites across the Web. Google and other online advertising vendors have Display Networks you can select on your PPC dashboard. The dashboards on your PPC program will further allow you to tweak the price you want to pay for keywords on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) basis allowing you to adjust the frequency of your ad displays. Or, you may choose to target geographic areas where your ads are displayed down to the city, and demographic targeting based on income, age and other groups of people. All of these factors and others will determine the cost of the campaign while often getting you the best conversion rates for your retargeting ads.

The Google Display Ad Builder offers the business owner options for text, image or even video advertisements. Google has standard sizes and formats available that can be easily customized to fit your campaign needs.

Again, a strong call to action with a required response by the ad viewer in order for them to receive an offer is the most common approach for success. A roofer might want to create a 10 percent offer for homeowners interested in spring roof cleaning.

Since most small business owners usually try Google AdWords first, they have a retargeting option built into

TRENT COTNEY

B O A R D C E RT I F I E D B Y T H E F L O R I D A B A R I N C O N S T R U C T I O N L AW • National Roofing Contractors Association (NRCA) Gold Circle Award for Service to the Roofing Industry, 2014 • General Counsel, Chairman of the Public Relations Committee and Director of Florida Roofing & Sheet Metal Contractors Association (FRSA); FRSA Education and Research Foundation Governor Endowment • West Coast Roofing Contractors Association (WCRCA) Byron Curry Award for Service to the Industry, 2009 • FRSA Earl Blank “Heart” Award for Service to the Roofing Industry, 2011 and FRSA President’s Award, 2008 CONSTRUCTION LITIGATION

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the AdWords dashboard, making it simpler for roofing business owners to do it themselves. Some would prefer to focus on roofing and hire experts in the SEM field. The experts tend to stay up on the latest digital marketing options to best serve your business goals. Google is always developing ways to make tactics such as retargeting both easier and more effective. Therefore maintaining the expertise to do both retargeting and roofing may be a bit too time consuming. For example, Google recently started offering dynamic retargeting. This feature not only displays your generic ads landing on your home page where site visitors fill out your form, but can dynamically display ads about specific products and services on pages much deeper into your website. These ads take the site visitor straight to the roof cleaning offer or contest page, bypassing the home page altogether.

However, this much attention to your pay-per-click retargeting campaign requires additional time and knowledge to pull off. Google claims the extra effort pays off with dynamic retargeting and its customized, higher-performance ads. Furthermore, if your company offers an app, Google also has retargeting available for apps and mobile devices. And yes, your website and apps are not the only digital space where you can retarget.

If your business is primarily residential you may want to further integrate your business-to-consumer social media accounts into your retargeting efforts, including Facebook, which also has a dashboard for managing this form of marketing. For commercial roofers, LinkedIn is the go-to social network because of its heavy B2B usage, and no surprise, they have retargeting available too.

Still, getting your website optimized for the Web comes first and you might want to get the social media networking going too before traveling further down the digital marketing highway. But when you do take that journey, all the anonymous website visitors (with unknown IP addresses) suddenly become potential sales leads thanks to that small snippet of Java code. People who visit your brick-and-mortar showroom can be addressed personally by your sales team. Retargeting now gives your business’ online marketing program another tool for personalizing your outreach to prospects. Who knows? That email request for a free quote on roof cleaning that just landed in your inbox could be the first step to a longer relationship – after you get back from Cancun of course. Please also tell them no more Facebook dinner pics; that’s so 2012!

–RFM–

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