Sick of Talking to the Converted? But the Converted Need to Find their Collective Voice!

As this first past year of the Renewable Timber Framing campaign being managed under the WoodSolutions program comes to a close and we reflect on the successes and count our pennies for next year’s investment, it’s time to remind all the FTMA fabricators about the difference we make when we’re united and one strong, consistent voice.

But, firstly, let’s note the highlights of the past year which have used the marketing, statistics/ economics and codes/ building regs resources of the FWPA team, alongside my dedicated campaign management time of roughly one day per week. 

Proud of the following:

• We’ve updated all the WS RTF assets and they’re free available to download and use for your client discussions at Timber framing | WoodSolutions
• We’ve created a new dedicated Timber Framing page on the WoodSolutions website which has some 100,000 unique visitors every year with recognition of our funding partners, great blog articles and more to come next year in terms of builder case studies!
• We’ve sponsored and advertised to and with builders about the benefits of Renewable Timber Framing
• We’ve run an “always on” digital marketing campaign with WS RFT content
• We’ve done a direct mailer campaign to the Top 100 builders about the campaign and how they can collaborate with us to adopt the campaign messaging in a customised way that best suits their branding and client journeys
• We’ve recruited several big builders exposing them to the key messages and working with them now on how they can take this to their prospective new homeowner clients
• We’ve tried to keep our whole timber framing supply chain informed, updated and engaged about this with regular articles and emails

The Highlights

Two in particular stand out for me because they’re big builders engaging and adopting the campaign messaging.  They are:

• Burbank Homes, QLD
• GJ Gardner, Bendigo VIC

But, it’s been a hard slog getting the builders’ doors open to present this value to them in tough market conditions but the ones that take a long-term view are starting to listen.

And, when I remember that the builder relationships are held by you, the fabricators (FTMA members), I believe we have such an opportunity to educate and inspire builders about the renewability credentials of timber, particularly compared to steel.

But, now, I’m also hearing that fabricators aren’t wed to timber, as the required input material.  I must respect & accept this is your choice, but it also suggests, combined with fabricators’ lack of marketing, many of you are in danger of just becoming toll manufacturers clipping the ticket.

Is the real value the IP with nail plate software companies & their optimisation design process, along with their production equipment design?

FTMA (Kersten) and the industry started this campaign work for timber framing with the major timber sawmills back in 2018 because there was a lack of consistent professional communications resources that fabricators could share with their customers about timber’s credentials. This was particularly poignant compared to steel fabricators who seem to have more marketing capability to amplify Truecore’s messaging.

Some fabricators don’t have much or any marketing capability but many do believe in the value of timber and its long-term benefits in terms of construction and the Australian housing market and economy. I hear the stories about fabricators’ passion for timber & being Carbon Warriors and it’s really not hard.

We have two simple headlines for you to share and Kersten has some great postcards with these messages on them, and you don’t need to be a marketing guru to share these with your builders!

Message One

Plant.  Harvest.  Repeat – It takes only 150 seconds for the Australian softwood plantation estate to regrow the average cubic metres in the Aussie detached home.  That’s the Ultimate Renewable!

Message Two

Timber Framing Stores Carbon & Helps Fight Climate Change. What’s Behind the Walls Matters!

The data to back it up is on WoodSolutions’ website!

What’s my ask of you, as FTMA fabricator members?

⇒ Spread the key simple messages to your builder customers.

⇒ Endorse the campaign and or give me an intro to collaborate with your big builder customers, with the aim of recruiting them to adopt our campaign’s key messaging into their own client promotions.
That’s how we have a powerful collective voice for the timber framing category!

⇒ Finally, this campaign, which goes back 7 years now, has had the backing of many major structural softwood suppliers in the Australian market. It’s time to give the companies some credit, as the long-term funding supporters of the campaign, and its valuable evolution over this time. It may be in timber manufacturers’ best interests to make these investments, but it still deserves recognition by their key timber framing customer segment, such the fabricators.

Watch Our Campaign Video Below…

We’d like to thank our funding partners for their past support and the industry leadership that has shown which has enabled this year’s campaign to be ongoing.

We look forward to announcing our FY26 funding partners in the next few months.

Christine Briggs

WoodSolutions TIMBER FRAMING Campaign Manager
M: 0418 255 050
E: ChrisB_CultureBrand@outlook.com