Timber Framing Campaign Update

It’s exciting to be back working on this campaign which has now found a new home under FWPA’s WoodSolutions program.

With FWPA being our industry services company and the leader in timber marketing in Australia, I am thrilled for the campaign to have access to the leading builder (WoodSolutions) and consumer (The Ultimate Renewable™) timber brands.

As campaign manager, my first priority is to set KPIs for this year, along with a budget and activities plan.  These will be discussed and workshopped with funding stakeholders through a NEW Reference Group committee.

I am pleased to share that the new Reference Group for the campaign for the coming year will consist of the following representatives – myself, Sarah Downey (FWPA), Kevin Peachey (WoodSolutions), your own Kersten Gentle (FTMA and representing nail plate companies), Julie Pelliciari (Chair of AFPA Marketing Committee and representing Wespine), Jacinta Colley (representing Vida and ATIF) and Fran Martinelli (representing Timberlink and other domestic sawmillers). The first Reference Group meeting has already been held and endorsed the key focus areas below:

• Leverage the value of integrating with the WoodSolutions brandwhich gives us access to a much bigger builder audience – thousands of builders are on the WoodSolutions database
• Invest in digital media to specifically target timber framing content to builders to reinforce the positives of why they prefer timber framing and how product they should be using this renewable building material
• Target, engage and convert builders to adopting the campaign materials and messages in their own marketing – cross promotion with The Ultimate Renewable™ – the consumer reach of The Ultimate Renewable™ will also be  of value for builders; Leverage Adam Dovile – Builder for the WoodSolutions audience
• Keep our funding partners such as FTMA informed, engaged and advocating for use of the campaign materials with their own target audiences

I look forward to sharing future updates with the fabricator members and partners of FTMA, especially our progress with builder adoption of our campaign messages, so that the good news message of using timber framing is reaching prospective new home owners.

If you have any questions or comments, please let me know at:

Christine Briggs

M: 0418 255 050
E: ChrisB_CultureBrand@outlook.com