Point-of-Purchase
What it looks like cont...

Interchangeable lure displays:

Indoor/outdoor banner (conceptual drawing below) specifically highlighting Cedar for decking and yardscape projects

POP materials will be reviewed with and will be made available WRCLA Certified Cedar Dealers.

There will be a tie-in with tradeshows and Home & Garden Exhibition free-standing posters (shown to the right) that have been produced with broad appeal to companies promoting Cedar products. Posters invite consumers to "Get Real".

A pre-loaded, self-shipping unit (under construction) containing all five WRCLA DIY project brochures and the WRCLA's new all-product lure brochure.

Fold-out tags which can be affixed to products (shown below) extol the merits of Cedar and can be customized for a particular manufacturer using Cedar if ordered in quantity (both of these devices were tested successfully at the NAHB show in Las Vegas in January 2003).
click images to enlarge

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Journalists were sent a comprehensive media kit including a cedar veneer letter from Chairman Doug Clitheroe.(click image on the right to read the letter)

The Kit also includes official news releases, background information on cedar properties and heritage and campaign details, samples of consumer advertising and a CD containing images of cedar decking, siding and yardscape items. At time of writing, the WRCLA a number of publications had printed positive articles and interviews were conducted with Home Channel News, KIRO news radio in Seattle and the Puget Sound Business Review, with more to come.

(Click the above image for a comphrehensive list of items contained in the Media Kit)

The WRCLA's PR firm, the Rockey Company, have initiated their proprietary media tracking program called "Radar", a regular e-mail report acquires and encapsulates articles written about cedar and cedar's competitors throughout North America. This powerful information tool will provide members with a current and comprehensive overview of what's been said and done by whom, complete with links to full articles as well as quick read briefs.

We'll have more results from our program launch to speak to in our next newsletter and also more detail on other imminent WRCLA PR initiatives.

Editorials featuring the WRCLA Marketing plan

Click the logo's below to read the editorials

"Spoof ads target cedar substitutes"

"Cedar trade group takes on imitators"

"Western Red Cedar Lumber Association Launches Campaign to Expose the Home's Cedar Wanna-Bes"

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Home of the Month
Bainbridge Island cont...
The clear vertical grain cedar siding in the accompanying photos was applied with blind fasteners (screws) and adhesives.
Project description:
Briefly, It's a small house (1200 sf) that is designed to feel big and is capable of easy expansion capabilities. The house features extensive use of native northwest materials, minimal site disruption (no trees were removed from the site for construction) and is based upon Frank Lloyd Wright's concept of 'Organic Architecture' and the 'Usonian House'- both concepts that I have learned from my training and apprenticeship at Taliesin in Wisconsin and Arizona. In my architectural practice I have endeavored to create organic forms that are rooted in our region, utilizing our native materials such as Western Red Cedar.

An article about the house that was recently published in a local newspaper click here to read article

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Peter Lang,
General Manager

Marketing Program Prepares for Year Two cont...

FII funding is awarded on an annual basis, and since their fiscal year ends on March 31, funding beyond April can only be achieved through the approval of a new submission.

FII funding is not awarded on a "grant" basis to any organization that applies, but rather it is looked upon as an investment by FII in forest industry projects that are going to generate a positive return to the B.C. industry. Competition for this funding is very keen, and as a result, it is essential that a very compelling business case be included as part of the submission. Fortunately, the cedar industry has a very compelling argument to make.

The positive outcome of the stringent demands of the funding application is that we are forced to put a lot of thought into our planning process. The elements of the plan have been reviewed with the marketing committee and on February 28, the plan was presented to the Board of Directors prior to submission to FII on March 14. We expect feedback on our level of support by early April. A copy of the submission will be posted in the member section of the WRCLA website.

In year one, significant emphasis was placed on the development and testing of promotional materials and strategies prior to the launch of the first wave of consumer advertising late in the fiscal year. Year two (fiscal 2004) is a continuation of the overall strategy; however, this year the emphasis will be more heavily weighted to program delivery. The major components of the marketing program will be a continuation of the consumer/trade advertising; implementation of the retail sector "point of purchase" project; increased cedar presence at selected trade shows; and increased visibility for cedar through our media relations program. We look forward to turning this into reality.

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Cees de Jager
Marketing Consultant

WRC Co-op: Adding Legs to the program cont...

We have identified a number of these opportunities and will be working closely with organizations within each category over the next few months. Here are five examples of what is being considered:

Fastner Manufacturers
A good complement to our program and offer a strong opportunity to pursue in co-operative advertising and tradeshows (see recent example with DeckZone). In the past, the WRCLA has worked together with Maze nails. This should certainly continue on an increased level as well as relationships with companies manufacturing specialty products such as blind nailing systems.

Coating Companies
Our focus group session in Chicago highlighted the need for coating manufacturers to do a much better job at communicating the durability and performance features of their coatings for siding, trim and decking. Collaborative opportunities including advertising and tradeshows. This category represents the low hanging fruit and we have already received positive feedback on this initiative.

Retailers
Perhaps our most effective and direct means of "getting the word out" is through our cedar retailers. These companies offer the legs our program needs to be truly successful. Our retailers are the ones who ultimately close the loop in the marketing program. The Point of Purchase materials developed as part of the program are only one vehicle to facilitate this process. We will work closely with retailers to develop materials specific to their needs. For example, a large retailer in the Pacific Northwest wants to utilize our ads in poster form to merchandize their Cedar products. We encourage all members and CCDs to discuss the Real Cedar program with their affiliated retailers and the opportunity to utilize materials in their stores.

Finished Product Manufacturers
Another excellent opportunity to enhance our program delivery is working with manufacturers of "consumer" products. These include manufacturers of gazebos, garden sheds, playground equipment, garden furniture, arbours etc. Companies in this category often take part in Home & Garden Shows and, as such, as in an ideal position to raise the awareness and appreciation of Western Red Cedar. In addition to the tradeshow opportunity, we will also work to pursue complementary advertising in various publications. The concept is patterned after the "Intel inside" strategy used in the computer industry.

Window & Door Manufacturers
A currently untapped resource that has immense exposure. At the recent International Builders Show, Cedar was used to accent displays for high-end manufacturers. Similarly, product brochures by leading door manufacturers feature Cedar siding to enhance the overall image of their product. Specifically, we will pursue the possibility of displaying our literature at in-store displays and tradeshows.

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Tony Bonura
Eastern Field Report - February 2003

FIELD SERVICES
There were three seminars performed this month. The seminars were performed in Southeast Ontario, Canada. There were a total of 66 attendees at these seminars. The seminars were arranged by a Certified Cedar Distributor (CCD) in Ontario. The CCD also arranged an education alliance with the WRCLA and the Lumber and Building Materials Association of Ontario (LBMAO), which is located in Mississauga, Ontario. This is a major benefit to the WRCLA as this alliance with another non-profit association will increase the efficiency of providing seminars to the various retail distributors and (potentially) contractors in the Ontario market.

Some comments from this event:
1) "I now have a clearer understanding of the grades. Every distributor seems to have there own grade names which makes WRC so confusing."
2) "I didn't realize finger joined bevel sidings were even available."
3) "The deck categories finally bring some sense of understanding to decking products. How do we identify your Members deck products from deck products that are produced by companies who are not members of your association?"
4) "My company has always used green (knotty) boards-maybe it is time we started to purchase dry boards." (This comment was made during the coatings portion of the seminar.)

We also exhibited at the NRLA show which was held in Boston, MA. The turnout for this event was very high. Over 820 pieces of literature were distributed at this event. Also, the WRCLA Western Red Cedar Information Cubes (WRCIC) was of high interest. Attendees were just not taking them to simply get something for free-individuals would pick a cube up and read it. Over 300 'cubes' were distributed.

We also exhibited at a builder/contractor/architect show that was organized by a Certified Cedar Dealer that services the DelMarVa peninsula. A seminar was also performed at this event. Over 260 pieces of literature were distributed at this event. Over 80 of the WRCIC were distributed at this event with the same amount of attention being paid to the written message on the 'cubes' as described in the previous paragraph.

MARKET COMMENTS
Many contractors who attended the NRLA show indicated that "they have projects to do but have been slowed down by the relatively harsh winter" that the Northeast had experienced through early February.

Retail distributors commented that their business in WRC has "been about the same as last year" or "business has been the same as last year and maybe even a bit better in WRC".

Retail distributors in Southeast Ontario indicated "they had no complaints" with their business activity.

CCD's have commented that the harsh winter has "slowed down the orders as well as shipments of confirmed orders."

PROGRAM FEEDBACK
Many individuals from various market segments (architects, builders, contractors, consumers) were assisted via phone and e-mail. Many of the architects and consumers had already been to the website (www.wrcla.org) but just needed further information on a particular subject or needed to locate a distributor of WRC.

'New Contacts' for the month included;
1) Contractors-3.
2) Builders-3.
3) Research Scientists-2.
4) Architects-6.
5) Retail Distributors-1.

Additionally, there were 6 e-mails and seven phone calls received originating from WRC consumer advertisements.

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Paul Mackie
Western Field Report - February 2003

FIELD SERVICES
Five training sessions were held during February.
Two certification sessions were conducted for Colorado retailers, one near Aspen and another in the western part of the state.
A third session was held for the contractor sales staffs of a retail chain with operations in Utah, Colorado, New Mexico and Arizona. Additionally, two certification sessions were put on for a retailer with two yards in the northern panhandle of Idaho. There were fifty participants. All had high praise for the program and said that the information was extremely valuable.
The Idaho yards have already requested additional sessions for their contractor customers during the summer. Nine architects were assisted with their specification questions during the past month.
The most notable involved a Vancouver architect with a Prince George commercial project specifying 6" clear Ship Lap, and a Denver architect working on a church project that will use a fair amount of exposed timbers and trim.

Six lumberyards took advantage of our services last month. Most of their questions involved recommended nailing patterns. One 'buying service' called looking for "a whole truckload of red cedar, because their customer didn't like the 'white cedar' previously supplied". Unfortunately, the individual knew nothing about Western Red Cedar. After several conversations, it was learned that their customer wanted 1X4-1X8, 8 and longer, graded to the smooth face.
Cedar grading and the possible difficulties in finding knotty WRC boards graded to the surfaced face were explained. The names and numbers of two Certified Cedar Distributors were provided. Eight builders contacted the western office during February. Two expressed interest in WRCLA training sessions and one asked about the possibility of using the WRCLA Logo. The others had either installation or were confused about why their STK cedar had holes. One Colorado builder couldn't understand why the architect was requiring that the 2" facial being installed had to be pre-stained on all sides. He complained that staining in current weather conditions and at altitude would make a big mess and take a long time to dry. After explaining the benefits of pre-staining, he agreed to follow the architect's and WRCLA recommendations.

Eight consumers called with a wide variety of questions. Four needed help with finishing recommendations and three inquired about nailing patterns and/or proper types. One wondered why his WRC studs were turning green after being sanded. After informing him that cedar is not usually made into studs and questioning whether it really was WRC, he responded via e-mail, "Whoops, sorry, no offense; it appears to be FIR."

EXHIBITIONS AND MEETINGS
The WRCLA February Board of Directors meeting was attended and a progress report on our sponsorship of a house in the 2003 Portland Street of Dreams (details below) was presented as part of the marking progress report.

OPPORTUNITIES / COMPETITION / CEDAR TRENDS
The final arrangements for our sponsorship of the siding on a home in the 2003 Portland Street of Dreams were made. With the enormous help of a Certified Cedar Distributor, 6" bevel siding and 5/4 trim, all with a clear stain will be featured on this project. Additionally, 8" pre-primed bevel will be used. A stain company, machine coater, nail manufacturer and the builder's retail lumberyard have also participated in this sponsorship.
It is likely that we also will be sponsoring the decks on this house. Siding is scheduled to be delivered the week of March 24th. A Puget Sound builder noticed our siding ad in Northwest Builder Magazine and inquired if he could use it in his show houses.
We had copies of the ad, featuring the new WRCLA REAL CEDAR Logo enlarged, and laminated with attached cardboard stands made for this use. This builder, a big fan of WRC siding products was thrilled to receive them late in the month.

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WRCLA conducts training sessions in Alaska for the 1st time!
Ever since the Alaskan gold rush (and before), the people of Alaska have relied on vendors in Seattle using the services of the Port of Seattle to supply their material needs. Because Western Red Cedar's tradition and long history of use in Seattle, that tradition and history was passed on to Alaskans by the vendors providing building material supplies.

The Western Red Cedar Lumber Association's Western Area Manager conducted training sessions in the State of Alaska during the week of March 3rd. These were held for the largest building material retailer in the state. This was the association's first venture into the 49th State for training purposes.

The trip generated good news, bad news and more good news.
The first good news is that ten training sessions were held at five different sites in five days including Fairbanks, Anchorage and the Kenai Peninsula. Two of these were Dealer Certification Training Sessions lasting over three hours. The other eight were brief, one-hour "Introduction to Western Red Cedar" presentations. A total of 72 contractor sales people and managers from six different locations participated. One attendee at the longer presentation commented that he had attended many product-training presentations and this one was the most informative one he had ever attended.

The bad news is that while traveling to one of these locations, a striking, cedar clad structure under construction was noticed. It was learned that this was a 6,000 square foot bed and breakfast complete with tennis court, small brook, private landing strip and spas for the guests. Apparently it was a duplication of a B & B the same owners had built at Lake Tahoe. The materials used and installation methods were noted. Clear, smooth face bevel siding and Architect Knotty decking were being used. It was apparent that in both cases, the materials had been stained on all sides before installation. Unfortunately, best installation methods were not used. It appeared that on the highway side, the siding had been double stapled using crown staples with the face staple placed no more than 1/8" above the drip edge. On the brook side of the structure, small, 1" finish brads were used to fasten the siding. Three were used at butt joints and two were used at all other locations. Additionally, the decking was fastened using what appeared to be bright, common nails that we know are not designed for exterior applications. A times during the year, it can get extremely windy in this area, so there is concern about the performance of the siding using these fastening methods.

The other good news is that this retailer puts on a show for their contractor customers during the late spring in three major locations. Contractors in Alaska are required to complete a certain number of educational credit hours for the renewal of their contractor's license. The WRCLA has been invited to conduct educational seminars for these contractors during these shows.

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Arnie Nebelsick
Midwest Field Report - February 2003

FIELD SERVICES
One distributor training session was completed with 23 people attending. An additional session was held with a distributor that had previous training.

Requests for cedar specifications in CSI format have increased.

A code official was looking for data supporting the ability of Western Redcedar siding properly installed, to meet local wind resistance criteria. Unfortunately, the research has not been completed for public release.

A lawn furniture manufacturer was looking for sources of Western Redcedar. Information on WRCLA Certified Cedar Distributors in his area was provided. Several retailers were assisted with finding sources from WRCLA Certified Cedar Distributors in their area as well.

Architects, builders, retailers, homeowners, and educators were all assisted with the usual wide range of requests.

A consumer that contracted to have a deck built was not happy with the results when the surface was constructed with "STK" decking. Information was provided on how to be assured of quality. Unfortunately in this case, the deck is completed resulting in an unhappy homeowner.

A homeowner with hail damaged siding was being told by an insurance adjustor that clear cedar siding with hail damage could be repaired with putty and painted.

MARKET COMMENTS
Most builders are optimistic towards the coming building season. They just want it to arrive. There are concerns with the international developments causing some uncertainty. Some retailers have commented they are waiting on purchasing because they think the lumber dispute between Canada and the US will be resolved and the duty will go away.

EXHIBITIONS & MEETINGS
The Committee on Research and Evaluation (CORE) was attended. Updates on progress made in eleven research projects were presented and evaluated.

The past and future involvement of the Western Red Cedar Lumber Association in industry and research groups such as CORE and the Joint Coatings Committee are invaluable to the WRCLA and in turn to the WRCLA membership. The vast majority of the data and information the WRCLA has on finishing and characteristics of Western Redcedar are the direct result of the WRCLA being involved with, and having close working relationships, that have developed over the years with these groups. The WRCLA Finishing guide, on the inside cover, gives credit to The Forest Products Society for granting the WRCLA permission to use one of their publications extensively. If that permission would not have been given, the Guide to Finishing Western Red Cedar would not exist. Without being a part of these groups, the WRCLA field people would not have the knowledge along with the reputation of being the last, final, and credible authority on Western Red Cedar.

The focus group in the Chicago area for evaluating the effectiveness of the advertising campaign was attended.

PROGRAM FEEDBACK
Certified Cedar Distributors have been asking where the money for the marketing program is being spent. Information received on the consumer deck advertising has relayed. Questions have been raised about those outside major metropolitan areas.

During February assistance was provided to
Architects 17
Builders 15
Home owners 27
Retailers 11
Wholesale 10
Property Managers 3
Producers 1
Associations 1
Educators 3

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Member's Corner cont...

OWL® services retail yards and industrial users of lumber in the Great Lakes Region. OWL® is based in Woodstock, Ontario on a modern, 11-acre distribution facility, which utilizes varying modes of transportation. OWL® cedar product line includes: sidings & panellings, shakes & shingles, dimension lumber, industrial clears & timbers and Architect Knotty decking.

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You Said It cont...

BY EMAIL in PDF Format

Marketing Program edorsement by Bruce Rozenhart from the Council of Resource Communities

Click here to view the entire letter in PDF format.

BY EMAIL
Love your ad for "deckadent" decking material. I didn't think there would really be a website, but I tried it and found it to be hysterical. Here in the Northwest, sawdust & glue just don't get the job done.

T. Sottero, Redmond, WA

BY EMAIL

Subject: Newsletter

Great job on the WRCLA Newsletter. It is colourful, informative, and intriguing. I particularly like the realistic approach you are taking in recognizing and addressing the WRC Competitors. Keep it up !

From: Krantz, D.B. (Dave), Weyerhaeuser