New redwood promotion targets d-i-y sales

El EDWOOD merchants can build flprofits from the California Redwood Association's bigger-than-ever spring garden grades promotion.

The expanded campaign. backed by an increased budget, will zero in on the booming do-it-yourself market. New advertising in popular d-i-y magazines, new sales aids for lumber merchandisers and a brand-new publicity project are anticipated to boost redwood sales nationwide.

Despite the 1980 building slump, redwood sales remained stronger than most woods. Many lumber merchants found redwood with its variety of uses was an excellent hedge against the generally soft market.

This year, in addition to CRA's garden grades advertising to homeowners, builders and architects, there will be ads in Popular Science, Popular Mechanics and other d-i-y magazines emphasizing the stability, work-

REDW00D DEGK on a concrete slab publicity proiect will appear in national consumer magazrnes and newspapers this spring. This project designed to sell ability, natural beauty and rugged performance of redwood garden grades.

Story at a Glance

Garden grades are focus of latest CRA promotion program is set to take advantage of strong d-i-y market advertising, publicity, new literature and updated Design-aDeck kit.

These ads serve dealers by reinforcing redwood's unique position among specialty woods and its Pre- garden grades includes a built-in cabinet, moveable benches and planters. Proiect plans and materials lists will be available. For lree samples of CRA literature sold status among consumers. Complementing the ads, CRA publicity will appear in many of the same magazines hnd newspa'pers. These storiEs go one step further offering design and construction ideas while expanding on the redwood message that garden grades are the best product for decks, fences and other outdoor projects.

This spring a new CRA deck project will aDDe:r in national magazines and newsillpers. It will show-homeowners an easy way to build a deck over an existing concrete slab and add storage cabinets, moveable benches and planters. Magazines and newspapers will offer readers plans for building the deck and other amenities in a construction tipsheet which will include a materials list specifying redwood garden grades. Dealen can (Please turn to page 22) and information on sales aids, write: Cali' fornia Redwood Association, Dept. RT81, One Lombard St., San Francisco, Ca. 941 1 1.

93,000 acres of Idaho timberland bought from the Milwaukee Road. .