Document yrpkbYDoJ9DMr4xpGDv64RMBd

|gg The Iff Vinyl W a Institute A Division of The Society of The Plastics Industry, Inc. February 12, 1992 TO: Pipe Resource Organization RE: Agenda. March 17. 1992 Meeting Enclosed is the agenda for the next PRO meeting to be held on Tuesday, March 17, 1992 at Hotel Sofitel, 425 North Houston Parkway East, Houston, Texas 77060. This meeting will start promptly at 8:00 a.m. and will be completed by 3:00 p.m. If you have not already advised Pat Benkner at The Vinyl Institut office of your plans regarding attendance at this meeting, pleas do so as soon as possible so appropriate arrangements can be made. I look forward to seeing you in Houston on March 17. RTG/bg 1 Gottesman Founding Director Wayne Interchange Plaza II 155 Route 46 West Wayne, NJ 07470 (201) 890-9299 Fax # (201) 890-7029 agenda PIPE RESOURCE ORGANIZATION Hotel Sofitel 425 North Houston Parkway East Houston, Texas 77060 Tuesday March 17, 1992 8:00a - 3:00p 8:00a 8:02a 8:05a 8:15a 9:15a I. SELT-INTRODUCTIONS II. APPROVAL OP MINUTES OF 12/4/91 MEETINQ III. OBJECTIVES OF MEETING M. Barish IV. AGENCY REPORT ON MARKETING/ COMMUNICATIONS PROGRAM D. Stanovick A. Advertising - AWWA Journal 1. AWWA Journal Readership Surveys 2. Article for Uni-Bell Newsletter 3. Uni-Bell Sponsored Ad in Public Works Manual 4. Testimonials - Are They Still Current? 5. Changes in Ads to Include Availability of Uni-Bell Handbook B. Publicity Update C. Case Histories Update 1. Contact with Pipelines and Utilities Construction 2. Letter from Bob Walker to AWWA Journal on Potential PVC Pipe Permeation D. Market Research (See Dan Stanowick's letter to Michael Barish dated 1/21/92 copy attached to agenda) V. INFLUENTIALS LIST UPDATING Letter to Influentials M. White /R. Gott sman D. Stanowick CTL029273 Th Vinyl Institute, A Division of The Society of the Plastics Industry, Inc. Wayne Interchange Plaza II, 155 Route 46 West, Wayne, New Jersey 07470, (201) 890-9299 -2- 9:30a 10:30a 10:45a 11:00a 11:30a 12 Noon 1:00 p 1:30p 2: OOp 2:30p 2:45p 2:55p 3: OOp VI. UNI- BELL COOPERATIVE PROGRAM R. Walker A. Pivotal Cities B. AWWA Research Foundation Project - RFP 708 C. Uni-Bell Staffing D. Large Diameter Pipe - Status of ASTM Ballot on Polyethylene E. Water Pollution Control Feder ation Project BREAK VII. REPORT ON MARCH 2-4 PPPA SEMI ANNUAL MEETING M. Barish VIII.STATUS: A. California Environmental Impact Report B. European Regulatory Developments R. Gottesman IX. SOLVENT CEMENT ISSUE UPDATE R. Gottesman L UNCH X. CODE ISSUES/ASTM UPDATE P. Lloyd XI. MEDIUM DENSITY POLYETHYLENE MONITORING P. Lloyd XII. UPDATE ON UNI-BELL BROCHURE ON VCM IN PVC WATER PIPE R. Walker 1. Information on Current Levels of RVCM in Resin 2. Timetable for Updated Brochure XIII.BUDGET FOR FY 1992-1993 R. Burnett XIV. REVIEW OF ASSIGNMENTS M. Barish XV. NEXT MEETING DATE/LOCATION XVI. ADJOURNMENT CTL029275 Edward Howard jGo. Public Rclttioni Counsel . ( Cleveland and Akron, Ohio an affiliaia of Hill and Rnowlton, Ind J One Cascade Plaza, AJ<Jon, Ohio >08 216-376-6500 FAX: 216-376-9379 to: from: subject: Mike Barish Dan Stanowick i Market Research : . date: copies to: January 21, 1992 ' j Rick,Sniith i- 'Roy Gottesman Bob Burnett '* Nora! Jacobs Pat dallagher Dave Meeker' . At our. last meeting, you asked me to upc ato a memo we originally submitted to Roy on 2/8/91 that recommended a way to assess the impaejt of our marketing and! communications programs for the Pipe Resource Organization, Electrical Materials Council and Packaging Council. For the most part, the memo still stands, tnd a copy of same is enclosed for your ' reference. However, we feel the following hree changes are in order: -i | I] j . 7.1 1. We recommend increasing the humber of PRO interviews to 260, thp same number as was originally recommended foif EMC anq the Packaging (Council. We feel the increase is warranted because PRO now has a vastly expanded data base... .. ' [ 11 < j . t -i 2. Whereas we originally envisioned t single written report covering al} three groups, we now see three separate reports vijh thred separate presentations of sarnie by Cambridge Associates, the firm wc recommend be retained to] conduct the research. ' 3. For the increased work as described above pi is inflation, we. would how cost ' estimate this project to include $32,450 plu^ ravei expenses fpr Cambridge . Associates to conduct the study; $(0,000 fof Bdward Howard & Co."to" work with. Cambridge in the development of the] study md to prepare th4 various1program evaluation components described in our 2/8/9^ memo; and $70 for the purchase of various contact lists. We continuejto believjs.this .total -- $43,200 - .is. still below what each group might expect to invest in individual follow-up research. : -}r iJ.ck, R< .i We wUl be following up shortly with yo Roy and Bob to djscuss'this further. Until then, and as always, please let me know if you have any questions. CTL029276 Edward Howard bCo. I'ulilk RcUtum CUnm**! An uflilijtc *l Hlt ami OHofivl kKiunfdlW. OAhvieon4u4e115 Inf. FAX: TI-WW to: Roy Gotiesman from: Stan Ulchaker subject:, Vinyl Institute Proactive Program Assessment date: ^February 8, 1991 copies to: fora Jfacobs )an Stanowick 'at Gallagher This recommendation responds to your requi :st- for suggestions as to hpw the Vinyl Institute might assess the effectiveness of its proactive communications programs. As you phrased it, the Institute's board is asking, "How do we kiov that Ye're doing anything worthwhile?" What they really want to know is whether th< s programs are helping fo achieve the objectives that the Packaging Council, Electric Mate^jals Council and PRO were established to meet: that is, to promote the isi of vib^l in these three important markets. From a communications standpoint, there are two questions to ask: ! 1) Have we helped increase awareness for the use otfvjvininvyl in these markets, and have we increased awareness of the benefits vinyl btjings tq these markets? : 2) Have we helped create greater understai di|ig aboi t vinyl's true peiformance in these markets (have we added to understands \ 6r corrected misperceptions)? We think it's also important to find out whetlerjour audiences are awaj-e, in general terms, of the activities that the vinyl industry has unc ertaken t<j> promote the use of the material in their market. That is, have we become a visible playef in the market? 1 Recommended Approach i.. To determine this, we recommend that the Institute conduct a focused boppiirnuicon research study of several well-defined audiences within eajch mafljcet, using telephone interviews. Telephone interviews will enable us to complcte(the project on a timely, basis, and assures that we reach the correct individuals within each; target group. Because of its familiarity with the industry, and its demonstrated ability jto- delive'ra professional product on time and on budget, we recommend that the firm of Cajmpridge Associates be retained to conduct the work. iAlthough each of the three tasks forces have c erent audiences, have undertaken different work, and are in different stages of their progfarhs, we believe that they! can be effectively evaluated as part of the same research project, -lowevelr, each group will likely be treated separately within the project. CTL029277 A- It should also be noted that' this research wi 1 ot be c esigned as be a direct comparison to the findings uncovered in the original studie; conduce d by the three groups, As you'll recall, especially in the case of PRO and the Electrica: Materials Council, the original studies primarily served as market research ;ti dies. That is, they enabled the groups to identify appropriate target markets and key messages. As it turned out, the groups that PRO and EMC eventually targeted for their p -ogranis! were a small segment of the studies. As a result, we can make general conclusion's about fypat their awareijess levels were two years ago, but it would not be valid to quantify thos6 levels and make a direct comparison to today's awareness among a larger sample of the same audience. Tpe study will reference those initial awareness levels in a qualitatiyej manner and, ai much as possible, will be designed to gauge increased awareness by probing this area wijh the interviewees In the following sections, we've outlined hov we wou'lq consJtruct an assessm"en`t o'f eac'h group. Pipe Resource Organization PRO'S program has been constructed around four product attributes, 'yvhich were identified in the benchmark research conducted in June 989. They are: - durability - strength - cost-effectiveness - ability to maintain water quality The research will be designed to gauge awar mpss of tljiese attributes ajmong those individuals who have been targeted throughout PRO'S ccommunriiecsatinon's nprmocgrrfa?mrv. That is: - public works officials and consulting engineers - members of standards organizations We will also want to determine what awaren;s! these-individuals have for the efforts that the vinyl industry has undertaken in the past two years Because of the types of activities that PRO has undertaken, we feel the following group! should be included in this portion of the study: trade media editors - key pipe iridustry influential A list of interview candidates would be devel Dj^ed froji the following sources: - American Water Works Association Journal subscribers - existing media lists - PRO'S key influentials mailing list - PRO'S data base CTL029278 .- - t Based on the estimated size of the four audjie(ices list id above, a totajl of 160 phone interviews would be conducted. Electrical Materials Council T--he Cou--n--c--il has' --c--o--nsisten-mtljy --c--omm--u--n'ica*te' dj hjjree m-a*j|or messagOes a-- bp-y u- t the use of vinyl in this market, based on the benchmark research conducted in April 1939 - fire safety - general electrical and physical performance properties - established record of safe use Awareness for these attributes would be me ispred airjong: electrical consulting engineers and specifie; s code officials i In addition, the following groups should be iuijveyed jto gauge awareness for heightened industry activity: - trade media editors - vinyl industry customers A list of interview candidates would be deve o^>ed from the following lourceS: ' - Council data base - EC&M subscribers - existing media lists . - special customer list (would need to genert teS - special code officials list (if not available a^ part of EC&M subscribe!- list or Council data base) A total of 260 phone interviews would be co naucted. Vinvl Packaging Council The Council has built its campaign around the following product attributes: - aesthetics (clarity and gloss) - design versatility - low odor and taste CTL029279 TFT i 4- rhct b Awareness for these attributes would be measured among: - packaging engineers and designers i - packaging users (product and marketing mhnlagers) 1 - packaging manufacturers (blow molders) In addition, trade media editors should also yt surveyed to gauge awareness for heightened industry activity. i i A list of interview candidates would be deve' ojJed from the following sources: - Council data base - selected SIC code subscribers of Food &. - existing media lists - Council blow molder list Packing A total of 260 phone interviews would be co; iducted In the case of the Packaging Council, it shou d be noted that the recenjt bottled water survey provides some indication of success in that market segment. Sections of that study will be incorporated in this research report ap appropriate. Format of the Final Report Cambridge Associates will prepare a standard ijeport o : the project, including avdescription of how the project was structured, the contei t $>f the q jestionnaires, the individuals contacted and an analysis of results. In addition, we recommend that the project me ude a review of the groups' niajor activities to date, results generated and an analysis of he markets in which they have operated -- now, and at the times the various programs qegan. Edward Howard Sc Co. would prepare this section of the report. Timetable and Estimated Costs Cambridge Associates estimates that it will n :etl four to six weeks to conduct the survey and complete the analysis and report once the survey i; approved and the list of interviewees has been compiled. According]), we shoti d budget about eight to ten weeks to undertake the entire project. Cambridge i^ociatejs has provided a^ estimate of $22,950 to conduct a study of the magnitude describe i bove U that is, telephone interviews (approximately five minutes in length) with 6 JO individuals. In additioij, we estimate $7,000 in EH&Co. fees to work with Cambridge Associates in development ofj the study and to prepare the other program evaluation components dejsdribed above. Although it may not be necessary, we should also earmark about: i56o to pi rchase lists fironj the three CTL029280 5- 4 publications listed. The project jotal -- $30,- 56 - is >1 :low what each jgroup might expect to invest in individual follow-up benchmark rees larch, anJc having these results likely will mean that these groups can delay further broad based worlfL of this nature until FY 92-93. I will call you Tuesday to follow up. CTL029281