Association aims to create awareness of coil coating.

CLEVELAND - The National Coil Coating Association has a new marketing program, which the association said will educate manufacturers, service centers and metal distributors about the benefits of coil coating.

The program includes a new logo, two new Web sites, online marketing, an educational CD-ROM, public relations work and direct mail pieces.

One site, www.coilcoating.org, has been redesigned to serve association members. It includes news, event information and technical data, along with marketing and sales presentation materials to help members market the coil-coating process to prospective customers.

The second site, www.coilcoatinginstitute.org, is designed for manufacturers, service centers and metal distributors interested in learning more about the coil-coating process and its benefits. It includes online tutorials, questions and answers, a searchable supplier database and downloadable educational materials.

Other components of the campaign include online advertising, an e-newsletter targeted to manufacturers, a CD-ROM, a public relations campaign and direct mail. The campaign focuses on conveying the benefits of converting from post-painting metal to pre-cleaning, pre-treating, pre-priming, and pre-painting steel and aluminum. It also focuses on dispelling common misunderstandings about coil-coated metals in costs, handling, forming and joining.

"We are very excited to embark on this new campaign," said John Mitchell, NCCA president. "It is about educating and informing the market and helping members grow the industry."