THE COMMUNICATION CHALLENGE

D.R. Johnson Wood Innovations was releasing a new product, Cross Laminated Timber, for a market that didn’t yet exist and needed a solid public relations and marketing communications plan.

QUINN THOMAS APPROACH

  • Quinn Thomas conducted industry influencer interviews to identify the right positioning.
  • Our public relations strategy was to promote the building material and make D.R. Johnson synonymous with the emerging market.
  • We leveraged state grants, sole CLT project, research ties to OSU College of Forestry, and USDA desire to promote US manufacturing of wood products.

Quinn Thomas D.R. Johnson

THE MARKETING RESULTS

  • Designed and developed a new website, which earned nearly 9,000 unique visits in the first 6 months.
  • Generated fifty articles or mentions in local and national publications with a strategic public relations campaign.
  • Earned a CBS Sunday Morning piece that received 4 million total viewers with ad equivalency of $2.36 million.
  • Organized four thought leadership events with notable architecture, political, policymaker, building codes professional, and industry influencers.
  • PR awareness resulted in dozens of sales leads for D.R. Johnson.