Monthly Update: September 2017

The American Wood Council (AWC) recently conducted new sound transmission tests on wood-framed floor-ceiling assemblies in order to strengthen calculation modeling that enables wood manufacturers to receive building code approval for wood floor assemblies’ acoustic performance. By using AWC’s code-recognized calculation model, manufacturers can avoid running costly floor assembly acoustical tests. This particular suite of tests aimed to improve the accuracy of the model’s prediction of code-regulated Sound Transmission Class (STC) and Impact Insulation Class (IIC) values for floor-ceiling assemblies, particularly for those that include floor coverings such as wood, vinyl, and carpeting.

reThink Wood is achieving deeper influence and levels of engagement with its target audience across social media platforms than concrete’s Build with Strength (BWS) campaign. For example, on Twitter, reThink Wood reaches over 7,300 followers compared to BWS’s nearly 2,700 followers, and reThink Wood posts higher levels of engagement and influence—both key indicators of growth and audience interest—among architects, engineers, developers, and building designers.

Engagement indicates how well you are communicating and interacting with your audience. The higher your engagement, the more valuable your audience will become to your business.
Influence indicates your growth and interest level among your audience. These numbers are commonly low but increasing them over time will result in greater brand awareness and enthusiasm for your business.

Wood, Naturally released two new, compelling video series—Wisdom of Wood and Moments—to connect with homeowners and influence them to choose softwood lumber products instead of competing materials.

Wisdom of Wood is comprised of three videos that show a professional woodworker carving pro-wood messaging into wood, such as “Wood grains, like fingerprints, can’t be copied.” In only fifteen seconds, each video powerfully conveys that craftsmanship and authenticity can only be achieved with real wood. Moments is also comprised of three fifteen-second videos that showcase authentic moments of connection that happen for people when they are surrounded by nature and real wood. To date, both series have been viewed more than 710,000 times combined. At a cost-per-view of approximately two cents each, Wood, Naturally is yielding a strong return on its use of paid media dollars to distribute the series.

Wood, Naturally has already exceeded its annual target to engage consumers by more than 24-fold, registering more than 4.3 million and counting social media engagements, including likes, comments, shares, and video views. This year’s investment in high-quality content and paid media to support distribution have yielded successful results for the campaign.

In August, reThink Wood released a SLB-supported fire connections test, which demonstrates the fire resistance rating of glulam beam to column connections in Type IV construction. The findings support mass timber as a safe solution that meets and, in some cases, exceeds stringent fire safety standards for U.S. building design and construction. These tests will remove barriers for architects, engineers, and developers, enabling the construction of a wider range of wooden buildings, including low- and mid-rise offices, apartment buildings, schools, and libraries.

reThink Wood secured quality coverage for these test results, generating nearly 86.8 million online and social media impressions. The story was picked up by almost 200 news outlets, including:

• Concrete Products “Mass timber proponents tout connections’ fire test results”
• Civil + Structural Engineer “Glulam connection fire test report now available”
• PRISM “Glulam connections fire test report now available”
• ENR “Fire Tests Ease Approvals for Glulam Assemblies”
• Green Building Advisor “Heavy Timber Assemblies Earn Fire Rating”

Consistent with its overall strategic approach, reThink Wood leveraged the voices of independent experts to promote the report findings and the benefits of wood. For example, Fire Safety Engineer David Barber of San Francisco-based engineering firm Arup amplified the report’s findings by saying, “With continued interest and investment in mass timber projects, I am confident more solutions will enter the market, making mass timber more viable for a wide range of projects.” Such expert appraisals add depth and credibility to softwood lumber’s value proposition.

Following two wood-frame construction fires in Dorchester and Waltham, Mass. in July, AWC quickly organized a stakeholders meeting in the nearby town of Watertown to bring together affected parties to discuss the incidents and fire prevention at construction sites. Facilitated by Matt Hunter, AWC’s Northeast Regional Code Manager, the meeting sought to create an opportunity for frank and open discussion on how to improve job site fire safety in the wake of a significant upturn in the number of fires in wood buildings under construction. Code officials, fire service organizations, construction industry representatives, as well as staff from the National Fire Protection Association and International Code Council attended.

The media continues to be interested in the issue, and AWC’s Robert Glowinski and Ken Bland were interviewed by The Wall Street Journal for a story on wood construction and fire safety practices. AWC also provided construction site fire safety materials to the The Boston Globe as it developed a story on job site fire safety practices.