The Plastics Pipe Institute Inc. is tackling market penetration with more technical staff and a significant investment in a broad multimedia program.
``We will spread the message about plastic pipe,'' Rich Gottwald, PPI executive director, said in a interview at the group's Washington headquarters.
PPI hired Camille Rubeiz as engineering applications director, effective May 1. He has served as head of infrastructure and transportation for the American Iron & Steel Institute in Washington.
In January, PPI retained Mosaic Studios Inc. of Calgary, Alberta, to create an umbrella marketing communications campaign. Mosaic is scheduled to give a first look to members during PPI's annual meeting May 4-8 in San Diego. Targets include engineering specifiers, government officials and the general public.
The campaign will include trade advertising, an improved Web site, product- and technical-oriented CD-ROMs and various branding vehicles. Gottwald said the effort will account for about 25 percent of PPI's budget.