ABOUT

WHAT WE WERE ASKED
Inspire younger generations to consider a career in the lumber industry by overcoming broadly held misconceptions that it is obsolete, harmful to the environment, and has limited career opportunities.

SO WE
After extensive research, we created a contemporary new brand identity and implemented a series of advertising and marketing campaigns across multiple channels including educational materials for K through 12 students and college career counselors, sponsored contests and promotions, social media, and a website that functioned as a hub for information and provided immediate access to industry-wide job postings.

AND ACHIEVED
An incredible increase in interest from our target audience from an initial 7% to a whopping 68% as the campaign gained traction over the first year. Millennials and Gen Zers entering the workforce were inspired to actively seek employment in a variety of professional career paths including biology, architecture, engineering, environmental management, IT, material science & more.