Hauser Plas Tech Inc., an injection molding company, purchased an Internet start-up firm, LaCienega Software Co., for an undisclosed amount. LaCienega is located in Silicon Valley, Calif.
``HPI has been in the plastics industry since 1935 and in every facet of injection molding,'' said Eric Hauser, director of marketing. ``This is just another way to diversify.''
LaCienega, a digital marketing communications company, will offer direct marketing services and free Internet World Wide Web pages to plastics industry firms. These services include listings of jobs, processors, materials, attorneys and machines.
``It's just as good, just as slick, just as efficient for big and small injection firms,'' Hauser said.
Plastics industry companies will be able to set up a free Web page through LaCienega. HPI will benefit as the company grows and firms take advantage of professional services other than the Web page.
For example, LaCienega can take a brochure, catalog or other company material and put it into a digital format on a disk. The disk could be distributed at trade shows as well as be put on an Internet page. An Internet surfer then could download the information.
Sources of revenue include its turnkey digital marketing communication services, ranging from database marketing, graphic design, inexpensive printing and public relations, digital sales tracking and sales force training.
``Our goal is to diversify within our own industry, expand in others and give the newly acquired company's customers a real benefit and competitive advantage,'' said Hauser.
HPI has 20 injection molding machines and uses mostly engineering-grade materials. For the past three years, it has been targeting the computer industry with the production of keyboards. In the past it had served the electrical and office equipment industries.
HPI employs 130 in its Chicago plant and 15 at the LaCienega location.