homeowners prefer the look of real
FORES PNODUCTS
wood over composite products,"
SPECIAL SECTIOIY
explains Kim Drew, SPAN's public relations counsel. "If you combine
Are you a woodaholic? A RE you a woodaholic? That is the
love of real wood for the campaign,
.CLq uestion the Southern Pine Awareness Network asks in its new
which focuses on outdoor wood applications including decks, pergolas,
advertising and public relations campaign. Titled "Real Outdoor Living," the campaign launched in late April. SPAN is banking on consumers'
raised garden beds, and any other outdoor project d-i-yers can dream up. Historical data shows that during recessionary times, consumer spending on remodeling and repairs rises. And, according to home and garden experts, today's homeowners are more apt to "grow where they are planted"
and make their existing houses an oasis for their families. To capitalize on this trend, SPAN decided to seize the opportunity to promote the use of treated wood as a means of expanding and enhancing the outdoor living area. "We have a good bit of data to supNEW WEBSITE separates the wood proponenls from the oretenders.
port the stability of the R&R market and research which suggests that
Since 1907-Is That Sustainabk Enough For You?
McShan Lumber Company 205.31 5.62'7'r- 800. 882. 37 I 2 mcshan @ mcshan lumber.com www.mcshan I umber. com
Producing Quality Southern Pine Lumber from Our Sustainable Southern Forest
those two findings and add in the
growing focus on outdoor living
spaces, you have a great case for the Real Outdoor Living campaign. The timing is perfect for this type of promotion, and we have a really unique and exciting campaign under way."
For starters, consumers have a great new resource for outdoor building pro-
jects at www.realoutdoorliving.com. One of the first things visitors to the
site will notice is the interactive "Are You a Woodaholic?" diagnostic. The tongue-in-cheek quiz builds on consumers' affinity for real wood by asking them to identify what they see in different wood grains. The end result: depending on their answers, test-takers are either real woodaholics or fakes. "When we did our initial research,
we found a whole community of d-iyers who actually refer to themselves as woodaholics," says Drew. "We're
taking that identity to a whole new level by giving it legs so that it can build a true loyal following." Site visitors also have access to a wide variety of outdoor project plans, including tree benches, bird houses, arbors and dog houses. Most plans are offered as PDF downloads, but SPAN will add a total of 12 video plans to the site by the end of the year. The first video, plans for an Adirondack
chair, has already generated a lot of views. Each video features SPAN spokesman Brad Staggs, of HGTV
and DIY Network fame, building a series of simple projects. Staggs reviews safety precautions, materials
Since 1907 414. 5/4. 8/4 Southern Pine Rough or Dressed
5l4xl2 Stepping, Pattern Stock Pattern Stock Highlights: . We use only our own stock . Restrictive Grading Standards . We control the entire process from log to
. '
finished product Carefully Steam Dried to proper moisture content for interior applications
SFI O Certified for fiber sourcing standards
M:,SUAN SPAN's new five-project brochure is advertised in Southern Living magazine as well as all SPAN Dress release6.
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BurllrNc Pnooucrs Drcnsr
Jurue 2009