WoodSolutions launches timber framing campaign

WoodSolutions launches updated timber framing campaign with new assets and expanded digital push. The industry’s timber framing campaign is now live on the WoodSolutions website, with updated resources and assets to boost adoption. Managed by Forest & Wood Products Australia’s (FWPA) WoodSolutions program, the refreshed and updated page and campaign assets are available free to download by industry to support their timber framing promotional efforts.

Expanding the reach of timber framing

The decision to integrate the timber framing campaign under the management of the WoodSolutions program was made to strategically harness its expansive and reputable audience, along with its robust and growing database. This move aims to maximise the campaign’s reach and deepen engagement with key stakeholders across the industry, ensuring the messages resonate with a broad and influential audience. With tens of thousands of users each month, the WoodSolutions website is a powerful platform to promote the pro-timber framing messaging.

The campaign will be supported with a boosted digital campaign that will target key decision makers in large residential building companies and inspire them to embrace the campaign and its co-branding customisation opportunities. The digital campaign will also engage with proud entrepreneurial tradespeople and share the promotional assets across their platforms and business promotion. The overall aim of these efforts is to support building a better business by promoting the use of renewable timber framing.

Market research backs the campaign

As with everything that FWPA and WoodSolutions does, the rebranded creative assets are built on valuable insights gathered over the six years since the campaign’s launch. Key findings from research by the Timber Framing Collective include:

Builders respond:

• More likely to rate sustainability credentials as important in their choice of materials compared to previous year (increase from 27% to 48%). 
• The influencers to choose timber framing are; flexibility if plans change, easy to renovate, renewable and responsibly sourced
• There is an increase in positive sentiment towards the timber industry (74% to 83%) AND about how the timber industry impacts the environment (51% to 72%)

Consumers say:

• Still rate sustainability credentials as an important part of the building process (59%)
• Most consumers would like their builder to provide materials that are good for the environment. However, cost of materials is increasingly important in the decision-making process.
• Influences to choose timber framing are; Low cost, Fast to assemble, Environmentally friendly.

Research indicates a strong interest in sustainable building materials among both consumers and builders, presenting our industry with an opportunity to share an impactful sustainability narrative. Specifically, builders favour proof points that highlight forestry replanting practices, alongside straightforward messages about the advantages of timber framing.

We can effectively communicate through messages such as: “Choose renewable, sustainable timber framing,” “Certified sustainable timber framing is the responsible choice,” and “Your timber framed home stores carbon absorbed from the atmosphere during photosynthesis and helps address climate change.”

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Source: WoodSolutions