Towards a pan- European promotion for wood 14.10.11 A market problem opens a market opportunity By the end of 2012, judging by the current economic situation and the prospects for the next 12 months, demand for wood in Europe is expected to be weak. In this context it is vital to increase the market share for wood. Difficult times lead to traditional ways of doing things being challenged. We have an opportunity to prove not just that wood is a low carbon solution and the quality choice for homes and gardens, but also that new ways of building with wood can offer time and cost savings, while delivering a better result. If the industry can maintain volume in the downturn by increasing market share, it will benefit correspondingly when the economic outlook improves. An initiative from EOS and ETTF At a time when budgets are under pressure, the opportunity to generate greater results from the promotional money invested in Europe by reducing duplication of effort and benefiting from synergies across the different European countries is highly attractive. At the 2010 International Softwood Conference, the European Sawmillers (EOS) and the European Timber Trade Federation (ETTF) made a commitment to move the idea of a pan- European wood promotion campaign forward. They have asked European Wood (EW) to co- ordinate the development of the project, and it has been agreed to use the European Wood Network as a consultative body. The initial tasks for EW are to agree a management structure, evaluate project options and build a plan that is appropriate for the resources available. The aim is to begin the implementation of the plan in the second half of 2012, with a formal launch at the Stockholm International Softwood Conference, 2012. 1
Key delivery dates 20 th and 21 st October to present a structure and plan for the first steps to be undertaken in 2012 at the 2011 International Softwood Conference The second half of 2012 to begin the implementation of the plan To launch the plan formally at the 2012 International Softwood Conference in Stockholm. Proposed organisational structure EOS Board ETTF Board EW Board Steering Group Project Group European Wood Network 2
Strategy To develop pan- European projects: Where promotional work of proven effectiveness already exists within an individual nation and can be adapted and extended across the region Where common objectives can be met more effectively and avoid duplication of effort by making use of the synergies between countries That will have a clear focus That will make a significant impact on the market. There is already evidence that a co- operative approach can be effective from previous projects, such as the book Tackle Climate Change: Use Wood, pro:holz s approach across south east Europe, Nordic and French co- operation in Bois.com, the co- operation with the UK in Wood for Good, and the campaign in China, where EW is working in partnership with Canada Wood. 3
European co- operation in Road Map The material for each chapter of the Book of Arguments, now translated into many languages, was prepared in a different country. The European Wood Network s Building Europe magazine, first published in 2005, brought together contributions from Finland, Sweden, Norway, Germany, France, the Netherlands and Belgium as part of the Road Map, to showcase the best in contemporary timber buildings. The EWN, also as part of the Road Map, produced a series of five factsheets on European wood for distribution to members of the EU parliament. 4
pro:holz s knowledge- dissemination partnerships across Europe pro:holz works in partnership with other organizations in a number of European countries, carrying out a successful knowledge transfer programme through a series of seminars, such as this on modern technologies and sustainable solutions for the Mediterranean area. 5
EW co- operation in China There is significant progress in our co- operative campaign in China, where EW is working in partnership with Canada Wood, to establish codes and standards and transfer knowledge. This 80- page book, published jointly by EW and Canada Wood is available in English and Mandarin. And we are now working on a mobile phone app, as well as a programme to develop cells of competence to spread technical information about building with wood throughout China, starting with Shanghai. <$75$%+(%4,="7,4'4$5(#5>)%, 0"#4$7'0A"#B, &'()*(#+,-($.,-""*,(#,!.(#5 &'()*(#+,-($.,-""* /%*'0(#+,!12, %3(44("#4,5#*, (367"8(#+,$.%, %#8(7"#3%#$!"4$,%;0(%#0: <5=%$:,5#*, *'75>()($:!"#$!"#$%#$ %&'$()&" 9#%7+:,%;0(%#0: <'4$5(#5>)%, ="7%4$7:!"*%4,5#*, 4$5#*57*4?35+%,@5))%7: 6
Initial ideas for possible projects for consideration The foundation of any pan- European promotion will be the projects themselves. We felt it was important at this early stage to identify those we believe have serious potential. They, and other possible projects, will need to be developed into detailed marketing proposals in co- operation with the European Wood Network. We have considered three basic areas: 1. Wood s role in reducing carbon dioxide 2. Innovative wood building solutions 3. Lifestyle, Love your home. Love wood 7
Possibility 1: Wood s role in reducing carbon dioxide Target audiences Policy- makers Key decision- makers in the wider public Specifiers and clients Activity: TV Adapt the series of French commercials Je dis oui au bois pour dire non au CO2 and run on pan- European satellite channels in English I choose wood to reduce CO2, reinforced by national satellite and terrestrial channels and in different languages as appropriate. Rationale The initial investment in the French films has already been made. The films raise awareness of the way using wood reduces CO2 and encourage action. TV has significant impact both upon the homeowner audience and upon our professional audiences off duty when they are keen to absorb relevant information. 8
Possibility 2: Innovative wood building solutions Target audiences Architects and engineers Contractors Developers/clients Activity 1: Cells of competence Nominate five to ten architects from each country to become wood experts. They would be supported on MBA courses at most significant wood Universities in Europe, such as Graz, Munich, Lulea, Växjö, invited on study trips and introduced to and educated by leading firms in the industry. They would then provide a support unit for other architects in their country. They will act as our Wood Ambassadors. A series of seminars, similar to those run by pro:holz, would be organized in co- operation with the Wood Ambassadors, universities and the suppliers of wood solutions, backed up by information available on national websites. Rationale This is an effective way of making the most of the momentum that is already growing behind innovative methods of building with wood, using the knowledgeable Wood Ambassadors to generate a wood culture and spread in- depth knowledge. 9
Activity 2: Case studies To take the best examples of recent buildings constructed using modern timber solutions, e.g. Cross Laminated Timber multi- family housing, pre- fabricated attic storeys, energy- efficient retro- fit panels, wide- span glulam buildings and bridges etc, publishing them as case studies in European magazines to drive visits to the national websites. The case studies would be backed up by technical datasheets and existing video demonstrations on the internet, and could also be published as a magazine, like Building Europe. Rationale Modern wood building solutions are developing at different speeds and in different ways across Europe. Sharing best practice will encourage greater use of wood and help ensure wood takes its place as the building material of the 21 st century. 10
3. Lifestyle, Love your home. Love wood Target audiences Homeowners who care about quality in their homes Specifiers and clients as homeowners Government employees as homeowners Activity: TV Create a series of lifestyle commercials showing how desirable wood products (windows, floors, doors, decking, mouldings) are, positioning them as the quality choice and a sign of taste. The campaign theme could be Love your home. Love wood. (Do you love your home enough to choose wood?). They could run on pan- European satellite channels in English reinforced by national satellite and terrestrial channels as appropriate, with different language versions available. They could also be used as a resource on the internet. Rationale The campaign works on the emotional, rather than rational, level consumers normally use to make decisions about their lifestyle and self- expression. It raises the status (and value) of wood products. Love your home. Love wood decking.! Love your home. Love wood windows.! Love your home. Love wood floors.! 11
2012: the first steps 1. Confirmation of the project by EOS and the ETTF 2. Confirmation of EW s role 3. Support from attendees at the International Softwood Conference, 2011 4. Development of a detailed plan in co- operation with the EWN 5. Agreement and actioning of a funding process by EOS and ETTF 6. Campaign implementation from second half of 2012 7. Formal launch at 2012 International Softwood Conference in Stockholm. 12