True North Woods®
The Minnesota Wood Campaign, owned by wood and forest products producers and supported by its members, is a joint Marketing and Branding venture for the True North Woods certification brand and the products bearing the True North Woods® brand. www.TrueNorthWoods.com
Long-Range Vision
The True North Woods® certification brand will be recognized and appreciated by discriminating and demanding customers worldwide. This vision is supported by our commitment to sustainable forestry, the unique traits of our species, the high quality of our wood and forest products, our skilled production capabilities, and our tradition of craftsmanship.
Ultimate Goals
Add value to wood and forest products of Branded Members
Expand number of high-value customers of Branded Members
Increase sales and profits of Branded
Retain wood- and forest-related businesses and jobs in northern Minnesota
2008 Objective
To promote the True North Woods® certification brand in order to:
Drive customers to True North Woods website
Drive website customers to contact Branded Members and purchase products bearing the certification brand.
The Value of Membership
Branded Members Enjoy
True North Woods® Certification Branding
Use of the brand on products and sales materials
Promotion of the True North Woods® brand by the Campaign
Brand-related promotional materials
Participation in the True North Woods Network
Cooperative Marketing Opportunities
Joint publicity and public relations activities
Coop participation in advertising
Coop participation in shows and events
Premium Website listing and linkage
Sales leads matched with customer inquiries
Participation in supplier consortium
Training & Technical Assistance
Workshops and on-line Webinars
FSC information and certification assistance
Marketing technical assistance
Information
Regular email news blasts
Website research and resources information
Supporting Members Receive
Training
Workshops and on-line Webinars
FSC certification information
Information
Regular email news blasts
Website research and resources information
Recognition as Supporter in:
Email news blast
Website home page
General Members Participate in
Training
Workshops and on-line Webinars
FSC certification information
Information
Regular email news blasts
Website research and resources information
The Value of Brand Marketing
True North Woods® Brand Promise: “The True North Woods certification brand assures you that this product is a product of northern Minnesota.”
Target Markets for Promotions
Twin Cities & northern Minnesota
Primary Audiences: End consumers
Secondary Audiences: Architects, designers, builders
Key Promotional Messages
Local: A product of northern Minnesota
Green / Sustainable: A product produced from materials that originated in sustainably managed and harvested forests
Publicity & Public Relations
Advertising: Radio, billboards, newsletters
Direct Mail: Mailings to consumers and others
Shows: Coop participation with Branded Members
Website: Renewed, updated, promoted, Branded Member premium listing and linkage
Delivering Customers Through
Website: Drive customers to contact Branded Members and purchase products
Workshops: Provide species and product information
Supplier Consortium: Network Branded Members and other suppliers to provide local and sustainable products for large-scale LEED projects
Buyer Assistance: Match customer inquiries with Branded Members by distributing sales leads
Join the Minnesota Wood Campaign: Home of the True North Woods Certification Brand
Contact Minnesota Wood Campaign / 26 E. Exchange, Suite 405 / St. Paul, MN 55101, USA / Tel 1-888-223-5629 or 1-651-223-5629 / Fax 1-651-222-5263 / Email Info@TrueNorthWoods.com / Web www.TrueNorthWoods.com
