ROL EXTENDS REACH TO MAJOR RETAIL CENTERS
Thanks to the efforts of the Real Outdoor Living campaign, treated wood is making strides in the big box stores. After conducting a series of consumer focus groups in 2008, the Southern Pine Awareness Network found that retail employees were a top source of information for homeowners in the process of researching building materials.
ROL, in partnership with the Western Red Cedar Lumber Association and Mendocino Forest Products, filmed a wood education video in August to educate Home Depot associates nationwide. Homeowners will also learn more about outdoor wood by viewing the video on Home Depot's Web site.
Three versions of the video will span the entire country through HDTV (Home Depot's in-house television associate training system) and on www.homedepot.com. The version of the video shown will depend on the region where the associate works or where the homeowner is located. The pine video is expected to launch in-store and on both Home Depot's and ROL's Web sites in early October.
In addition to the video, ROL developed a tear sheet which will launch in all Home Depot stores east of the Mississippi River in February/March to coincide with the 2010 building season. Tear sheets feature colorful pictures of treated wood projects and information on treated wood, and direct readers to www.realoutdoorliving.com for more information.
Lowe's stores will also reap the benefits of ROL's efforts. A targeted insert is now being designed to be included in the Spring edition of Lowe's Creative Ideas magazine. The insert will be delivered in magazines distributed throughout the Southeastern U.S. Real Outdoor Living is also in talks with Lowe's for other cross-promotional opportunities with the store's Creative Ideas Web page and social media outlets, all of which are wildly popular online. Additionally, ROL plans to work with Lowe's to design a series of project plans for their woodworker site next year. . |
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 TREATED SP FEATURED IN SOUTHERN LIVING IDEA HOUSES
Pressure treated Southern Pine was prominently featured in both of Southern Living magazine's 2009 Idea Houses. Real Outdoor Living worked with Southern Living staff to ensure that all outdoor living surfaces (decks and porches) on both homes were pressure-treated wood. The houses - one in Georgia and the other in Texas - turned out to be outstanding showcases for treated wood.
"Both houses are unbelievably beautiful and quite a testament to the beauty, versatility and durability of our product," explains Kim Drew, ROL's public relations counsel. "We couldn't be more excited with the results of this effort."
The Idea Houses were featured in the August issue of Southern Living. Real Outdoor Living was credited for the pressure-treated wood on pages 71 and 85 of the magazine. Credits also included mentions of ROL's Web site, www.realoutdoorliving.com.
In addition to the magazine coverage, the houses are open for tours. Visitors receive the Southern Living Idea House Resource Guide, in which ROL is thanked and beautiful photographs of the decks and porches are featured. Extensive coverage of both houses is also available on Southern Living's Web site. To view a video tour of the GA Idea House, click here; and to see online coverage of the TX house click here. |
BACKYARD OASIS GIVEAWAY WINNER CHOSEN
A lucky homeowner from Huntsville, AL was randomly selected as the winner of the Real Outdoor Living Backyard Oasis Giveaway. The winner will receive a $10,000 outdoor project constructed of treated Southern Pine. Photos of the homeowner's yard are now being evaluated to determine which project will be built (deck, gazebo, etc.). The build is expected to happen in late October or early November. Real Outdoor Living will conduct an aggressive media relations campaign throughout the building process, including interviews with spokesperson Brad Staggs. Look for more information about the Backyard Oasis winner in the next Real Outdoor Living Update! |
