PROGRAM UPDATESreThink Wood Becomes Think Wood Through Think Wood, Wood Dominates Reach and Share of Voice in 2017 Wood, Naturally Reaches Homeowners in Materials-Decision Phase AWC Launches Publications for One- and Two-Family Dwelling Construction Details AWC Launches Construction Fire Safety Coalition
INDUSTRY NEWSLever Architects Elevates Lumber Construction to an Art Form SoftBank Pours $865 Million into Katerra, a Start-Up Making Buildings in a Factory A New Generation: How Off-Site Construction Can Help to Attract Top Young Talent 10 Waves of Change for Home Builders How Mass Timber Can Help Architects Rethink “Basic Services” Why Wood is Back at the Top of the Tree for Architects 3D Walk Through of Largest Mass Timber Project How Forests Make Our Lives Better
INSIGHTS ON THE COMPETITIONTrex Unveils Top Trends in Outdoor Living for 2018 Build With Strength Continues to Make Claims Against Wood Construction Materials
reThink Wood Becomes Think Wood
In early January reThink Wood formally became Think Wood.
This change was spurred in part by the proliferation of wood buildings across the U.S. It’s clear that architects, engineers, builders and designers no longer need encouragement to rethink wood, they now Think Wood. Read more here.
Through Think Wood, Wood Dominates Reach and Share of Voice in 2017
By using emergent digital tactics and building strong, long-term relationships with the media, Think Wood helped softwood lumber and the wood industry command a strong share of voice and exposed Think Wood messaging over 617 million times throughout 2017, outperforming competitors by solid margins and despite an increase in negative communications from the concrete industry’s well-funded Build with Strength campaign. Share of voice is calculated as the percentage of content and conversations about an industry compared with competitors, including in key industry publications.
In 2018, Think Wood will continue to elevate wood and proactively promote content that touts the proven benefits of building with wood.
Wood, Naturally Reaches Homeowners in Materials-Decision Phase
Wood, Naturally continues its cost-effective strategy of paid support for digital content, targeting homeowners where and when they are searching for information in order to make informed building material decisions. Reviewing social and search analytics allows Wood, Naturally to constantly optimize and increase performance and the campaign’s overall return on investment.
Given the strong performance of project videos on social media, Wood, Naturally ran influencer Jeff Devlin’s How To Build A Wood Bar video on Facebook in December. The video outperformed other December content in both views and link clicks, producing over 91,000 views, 16,000 link clicks, and 110,000 engagements.
The campaign is also working to enhance search engine results and marketing. For example, “wood projects” was recently the top-performing search term, generating 23% of clicks, followed by “wainscoting” and “paneling for walls,” indicating consumers’ seasonal shift to interior projects. In part by improving search marketing and through social media posts, Wood, Naturally drew over 40,500 visitors to its website in December, a 75% increase from the previous quarter. The website’s Idea Center, with professionally staged and shot images of wood home projects, was the top-performing page.
AWC Launches Publications for One- and Two-Family Dwelling Construction Details
AWC offers two complementary guidelines that can help designers and code officials with conventional construction details for one- and two-family dwellings – Wood Construction Data (WCD) 1: Details for Conventional Wood Frame Construction and the Wood Frame Construction Manual (WFCM).
AWC Launches Construction Fire Safety Coalition
The American Wood Council (AWC) spearheaded the launch of a Construction Fire Safety Coalition, intended to bring together construction sector groups interested in improving construction site fire safety. Coalition partners believe that through heightened awareness and sustained job site fire prevention, the frequency and severity of construction fires can be reduced. The coalition will work to make other stakeholders aware of the many great resources available for training, inspection, and best practices. More information is available at: www.constructionfiresafety.org.
Lever Architects Elevates Lumber Construction to an Art Form
SoftBank Pours $865 Million into Katerra, a Start-Up Making Buildings in a Factory
A New Generation: How Off-Site Construction Can Help to Attract Top Young Talent
January 11, 2018
10 Waves of Change for Home Builders
January 2, 2018
“After reviewing this fall’s great conferences a couple of observations are appropriate for thinking about where we are and where we are going… Second: Interest in the realm of “off-site solutions” (building either components or all of houses in factories) is white-hot. Nearly every meeting/conference has this as a topic now as builders begin to understand that the old methods are no longer the future methods.” Read more here.
How Mass Timber Can Help Architects Rethink “Basic Services”
The Architects Newspaper
January 2, 2018
“The idea of “Basic Services” is central to explaining traditional practice, in that it’s the way we routinize our efforts through standard stages of effort (schematic design, design development, and so forth), structure decision-making, and, almost as important, create a basis for protecting our limited fees and invoicing the client…Nowhere is this more apparent than in the latest thinking about the use of mass timber as a fundamental building material for cities Read more here.
Why Wood is Back at the Top of the Tree for Architects
January 28, 2018
“Strong, clean and versatile, engineered timber is the ‘new concrete’. With wooden skyscrapers in the offing, could it be the answer to the global housing crisis?…It’s the material of the future, an architect tells me. Its most ardent proselytisers think it could fix the overcrowding of the world’s cities. At the same time, this stuff – wood – is so ancient that 18th-century theorists believed that Adam built the first house out of it in the Garden of Eden. Mild-mannered, unassuming timber has gone into a phone box and come out as a super-substance.” Read more here.
How Forests Make Our Lives Better
The North American Forest Partnership (NAFP) recently released a creative whiteboard video outlining all the ways forests make our lives better.
Watch video here.
Insights on the Competition
Trex Unveils Top Trends in Outdoor Living for 2018
January 26, 2018
With the popularity of outdoor living expected to hit its highest peak yet this year*, homeowners across the country will be going all-in for the outdoors in 2018. Once again, Trex Company, the world’s #1 brand of premium decking and railing, has gleaned insights from contractors, homeowners and industry experts to compile its annual outdoor living forecast. Following are some of the other top trends that will be dominating the outdoor living landscape in 2018:
- Minimal Maintenance, Maximum Enjoyment
- Comfy CozyFun & Games
- Residential Goes Commercial
- Hide & Chic
- Fun & Games
Build With Strength Continues to Make Claims Against Wood Construction Materials
- January 2, 2018: Portland, Oregon, Senior Housing Complex to be Constructed with Combustible Material Raises Questions About Safety
- January 9, 2018: Multiple Studies Confirm – After Costliest Year for Natural Disasters in History, Building with Resilient Materials Saves in the Long Run
- January 12, 2018: Mercer County, New Jersey, Adopts Fire Safety Resolution in Support of Stronger Building Codes
- January 17, 2018: Lawrence, Kansas, Latest Community Burned by Inferior Wood Construction Materials
- January 19, 2018: Two More New Jersey Counties Unanimously Adopt Fire Safety Resolutions in Support of Stronger Building Codes
- January 26, 2018: LA Housing Partnership Commits to Building Stronger Communities
FEA’s Housing Dashboard
This housing dashboard is provided compliments of Forest Economic Advisors (FEA).