Newcedar promotion

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is a quotation often cited by present day sales managers to motivate their people. This is particularly true in the cedar business.

And that's why the Western Red Cedar Lumber Association has been devoting much of its marketing efforts to assisting the dealer by targeting users such as architects and designers who specify the product, in addition to builders, remodelers and contractors who actually buy the product from the dealers.

IIn a new promotional direction for 1990 aimed at increasing the specification of cedar lumber products, WRCLA is initiating a Professional Design Awards Program for architects and landscape architects. The program will be co-sponsored by the American Institute of Architects (AIA) and the American Society of Landscape Architects (ASLA). Awards will be given for the best uses of western red cedar for new construction, remodeling and renovation in the categories of singlefamily and multifamily residential, commercial, industrial and institutional applications.

WRCLA advertising, publicity and direct mail will reach well over 50,000 architects and building designers, along with 20,000 landscape architects in the U.S. and Canada. with an invitation to submit entries. Judging will be conducted in the summer of 1990.

Story at a Glance

Cedar association is assisting dealers by contests and awards for achitects using cedar products in theirdesigns . aggressive promotion of the results will spread the word on cedar.

February 199O

The winning entries will be featured by WRCLA in publicity, literature and advertising to influence other architects and landscape architects to specify cedar in their projects. These same entries also will be featured in promotional efforts directed to builders, contractors and remodelers to stimulate increased cedar use by emulating the ideas generated.

The entries expected to be seen will be new applications of cedar for exterior environment in landscaping, for light standards, seating, berms, decks, walkways, [ences. privacy screens, and even in imaginative uses combining functional uses with outdoor art and sculpture. These ideas translate into sales of cedar posts, beams, boards and planks in knotty and clear grades, capitalizing on the WRCLA marketing theme of the past several years: "CedarThe Original Treated Wood."

Also expected are imaginative uses of cedar for exterior design in walls, fascias, decks and walkways, exploiting the natural beauty of cedar. Interiors, too, are expected to reflect the trend to the warmth of more natural products. This is where the beauty ofcedar has long been its most popular appeal. These ideas translate into sales of siding, boards, paneling, fascia, trim and dimension, with a whole spectrum of cedar grades used.