DR Johnson Wood Innovations was releasing a new product, Cross Laminated Timber, for a market that didn’t yet exist.


  • QT conducted industry influencer interviews to identify the right positioning.
  • The team’s strategy was to promote the building material and make DR Johnson synonymous with the emerging market.
  • Leveraged state grants, sole CLT project, research ties to OSU College of Forestry, and USDA desire to promote US manufacturing of wood products.


  • Developed a new website ( which earned nearly 9,000 unique visits in the first 6 months
  • Generated 50 articles or mentions in local and national publications
  • CBS Sunday Morning piece received 4 million total viewers with ad equivalency of $2.36 million
  • Organized 4 thought leadership events with notable architecture, political, policymaker, building codes professional, and industry influencers
  • Awareness resulted in dozens of sales leads for DR Johnson