Specific and relevant metrics are a condition of Softwood Lumber Board funding. Properly calculated return on investment (ROI) will need to be the primary measure, simple marketing metrics such as web hits, audience reach or attendees to a seminar will not suffice.
Ultimately all the measures should answer one simple question – “did it sell more appearance or structural softwood lumber”?
However, the SLB recognizes that the metrics for individual projects may need to be different depending on the activities being pursued. In consideration of this challenge, the SLB has outlined primary and secondary metrics for three project types: new market development; market retention; codes & standard. Funding recipients will be required to report on their project’s performance using these metrics and performance criteria.
The Softwood Lumber Board supports an ongoing performance evaluation by the independent, third-party evaluator, Prime Consulting. At the end of its first seven years of operations, the evaluator has shown that the Board’s programs generated more than 6.3 billion board feet in new demand, primarily in the non-residential, multifamily residential, and commercial sectors. View the full report here.