wood. for good 'Key Findings & Results from Campaign Evaluation 2004 (pdf)

Evaluation of Changing Attitudes Campaign 2005

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Agenda

• Introduction & Key Findings
• Budget, Activities and Achievements
• Responses from Members, Trade and Industry
• Market Development and Campaign Impact
• Key Findings and Conclusions

Introduction & Key Findings
JPC Evaluation process in line with previous years but with addition of Changing attitudes campaign follow-up and evaluation

• JPC has been commissioned by Wood. for good (w.fg) to evaluate the promotion campaign and key activities in the UK market during 2004.
• The evaluation has been based on monitoring of the wood. for good campaign and its activities during the period January to December 2004.
• The monitoring has been made by using the project activity plansand budgets, supported by interviews with the wood. for good member companies, as well as businesses in the UK timber trade and woodworking industry as well as specifiersand builders (performed by ZinkinResearch Partners).
• Particular attention was placed on the evaluation of the Changing Attitudes Campaign. The research and interviews for which took place during January and March 2005.

Introduction & Key Findings
The wood. for good campaign is continuing to perform, yielding results, both in increasing wood use and in appreciation among members, the trade/industry and its target audiences

• The wood. for good campaign has operated according to plan with continued and successful wood promotion through its “traditional” advertisement, PR, trade show and events activities, increasingly built on collaboration with local organisations.
• The major engagement of the year was the successful launch of the Changing Attitude Campaign, which has been well received by bothmembers and the target audience in the UK, both of which wish tosee it continue.
• The positive and tangible impact on wood consumption and shares of wood products in key areas of end-use has continued as well has the appreciation of the campaigns contribution to these been stated by the campaign members, the trade and industry – giving the campaign its continued support.

Budget, Activities and Achievements
Total project costs of nearly GBP 1 045 000 which is slightly below budget where Changing Attitudes Campaign was the major cost area

• The launch and execution of the Changing Attitudes campaign was the major activity carried out during 2004, accounting for nearly 55% of the total annual project budget.
• Provision of information through publications, PR, seminars and trade days were the second largest item in the budget, taking nearly 42% of the total project budget.
• Trade marketing, including industry visits and membership costs,took only a minor share, around 3%, of the total project budget for 2004.

Budget, Activities and Achievements
A major campaign launched to change attitudes to wood’s environmental profile

Key Activities 2004

• Advertising: Ads in newspapers and magazines
• PR: Press releases
• Exhibitions & Seminars: The big Challenge Conference

Main Achievements 2004

• In total 119 ads in newspapers and magazines generated 2432 responses
• 31 Press releases where carried out
• “The big Challenge conference (20 September 2004) backed by UK timber industries was attended by 140 delegates

Budget, Activities and Achievements
The campaign is appreciated by both members and representatives from the target audiences who wish to see it continue

• The campaign enjoys good awareness and support from the wood. for good members who wish to see it and the environmental topic/messages continue and be part of wood. for good’s wood promotion also in the future
• The research show that the campaign to date successfully has impacted on a significant proportion of the target audience, influencers and specifiersin particular.
• The vast majority of respondents (between 70% and 85%) found theadvertising:
  • Attention grabbing, informative, easy to understand, educating and reinforcing current knowledge
  • Useful in promoting wood products and providing arguments to encourage others to use more wood
  • The right way to communicate the environmental message
    
    
• All respondents wish to see the environmental message to be an ongoing topic within the wood. for good campaign and promotion activities.
• The research indicate that the campaign is on course and that the campaign strategy is working.

Responses from Members, Trade and Industry
Awareness of the wood. for good campaign is widely spread among Specifiers, Industry & Trade representatives, the means of recognition being mainly through Brochures & Guides, Mail and Consumer Press

• In total 165 members, sponsors, specifiers, trade & industry representatives have responded to the interviews carried out during February andMarch 2005 by ZinkinResearch Partners
• 92% of all respondents were aware of the wood. for good campaign
• Awarenesof the wood. for good campaign primarily through trade press (84%) while a number of other sources have also contributed to the awareness even though to a less pronounced extent (between 20-40%)
• TV ads have played less important role during 2004 compare to 2003 as TV Ads discontinued in 2002. Still the TV commercials are remembered by as many as 18% of the respondents.

Responses from Members, Trade and Industry
Positive response on campaign activities amongst Trade & Specifiers, who believe Environment in particular but also Timber Frame Housing are the most relevant topics for increased wood use

• Overall positive response among trade & specifiersto campaign activities especially in Trade press and Brochures & Guides. Over 70 % of the respondents perceived the activitiesas good
• The most recalled topic areas (seen by 50% or more) were: Environment (71%), Timber Frame Housing (55%) and Timber Cladding (54%
• Environment in particular but also Timber Framed Housing are believed as the most relevant topics for increase use of wood according to the respondents (Environment 67%, TFH 21%)

Responses from Members, Trade and Industry
The campaign messages are well recalled and appreciated by the members who believes the environmental message is particularly important while also construction (BWW) is perceived as an important are where further increase of activities are wanted

• Very high levels of approval of the campaign messages in terms of product areas been presented in the campaign:
  • More than 70% of the members agree that all presented product areas are relevant and supports the use of wood
  • More than 90% of the members agree that 7 out of 13 product areas presented are relevant and supports the use of wood
• Environment and BWW are ranked as the most important areas wherewood. for good should increasing their future activities
• Members perceive the campaign to be evenly weighted between BWW and LWW (weight about 50:50) while an increased emphasis on BWW is wanted in the future (weight about 65:35).
• Environment has increased in importance over the years and is still well ahead of building and finishing as key topic to be communicated according to members

Responses from Members, Trade and Industry
The majority of respondents among members, specifiers& trade/ industry believe that the sale/use of timber have increased overthe last 18 month period, July 2003 to December 2004

• 53% of replying members, trade & specifiersstate that they have increased their sales/use of wood products over the period July 2003 to December 2004
• Compared to the situation in July 2002 to June 2003 this shows aslight decrease in the share of respondents stating an increase (from 59% to 53%) while the share of respondents stating “no change”has increased from 12% to 33%.

Responses from Members, Trade and Industry
Overall belief that the w. f g campaign has contributed to the increased sale/use of wood among members, specifiers& trade/industry

• The majority of the respondents (54%) from specifiers, trade and members state that the w. f g campaign positively contributed to increasing sales/use of wood over the last 18 months.
• The majority of the responding w. f g members (67%) believe the campaign contributed to growing sales.
• A majority of responding specifiers(45%) and trade (61%) believe the campaign has positively contributed to growing sales/use of wood.

Responses from Members, Trade and Industry
Overall significant and increased involvement in the campaign amongst members –Less engagement among Trade & Specifiers, but signs of willingness to increase support

• All member respondents have had contact with the w. f g campaign–Out of which 100% through visits from w. f g representatives
• The majority of the members view their involvement as on-going/regular where 60% state an increased involvement over time
• 1/3 of the members would like to increase the intensity of theircampaign involvement, 67% as is while no one would like it to decrease
• Increased future involvement in campaign activities where 1/3 ofresponding members would like to increase their support /funding(20% would like to decrease funding while 47% would like it to stay the same)
• 27% of replying Trade & Specifiershad participated in any activity organised by w. f g,
• Almost ¼ (base 54) of Trade & Industry respondents would consider becoming a funder/sponsor of the campaign (stated by those who are not already funding the campaign)

Market Development and Campaign Impact
The UK Softwood SawnwoodConsumption – Positive Development over the campaign duration, even though estimate for 2004 indicates stagnation in consumption

Market Development and Campaign Impact
The per capita consumption in the UK shows a positive development over the level in year 2000 while in other key EU markets the per capita consumption is lower today than in year 2000 even though there are signs of a positive development also in these markets

Market Development and Campaign Impact
Continuously and significantly increasing number and share of Timber Frame Housing –Supporting the consumption of wood

• The overall residential construction market has experienced a steady increasing growth trend since 2000, reaching levels last seen in the late 1980’s, reaching starts of 210 000 units in 2004 (estimate)
• Supported by this positive development especially during the last years, the total number as well as share of timber frame housing have increased between 1997 and 2004, reaching almost 33 000 units in 2004 and accounting for almost 16% of total housing starts, a nearly 70% increase in TFH share between 1999 and 2004 in an overall growing market.

Market Development and Campaign Impact
Continued and major growth in the decking business over the campaign duration

• The remarkable growth of the UK decking market has continued in 2003 and 2004.
• Since 1999 the market retail value has quadrupled from around GBP 30 million to an estimated GBP 120 million in 2004 with a further 10% growth expected in 2005 according to the UK Timber and Decking Association.

Key Findings and Conclusions
The wood. for good campaign is continuing to perform, yielding results, both in increasing wood use and in appreciation among members, the trade/industry and its target audiences

• The wood. for good campaign has operated according to plan with continued and successful wood promotion through its “traditional” advertisement, PR, trade show and events activities.
• The major engagement of the year, The Changing Attitude Campaign, was successfully launched and has been well received by both membersand the target audience in the UK, both of which wish to see it continue.
• The positive and tangible impact on wood consumption and shares of wood products in key areas of end-use has continued and the appreciation of the campaigns contribution to these by the campaign members, the trade and industry continues –giving the campaign its continued support.

The Campaign is on course, is working and yields results and appreciation