IWF Preview: Northwest Hardwoods to Launch New Campaign at International Woodworking Fair
We hope to see many of you at the upcoming International Woodworking Fair in Atlanta on August 22 – 25th. Please stop by our booth to hear about our take on the latest trends and to see how our new branding campaign – Lumber Brings Everything to Life – comes to life at our booth.
From on-time and on-grade products to an unwavering commitment to its customers, Northwest Hardwoods continues to think ahead and lead with high-quality products and approaches to market. The company will announce the launch of its new marketing campaign, Lumber Brings Everything to Life, which unites its two brands – Northwest Hardwoods and the Industrial Timber and Lumber Company (ITL) brand acquired in 2015 – and illustrates the importance, sustainability and natural beauty that lumber holds in each of our daily lives.
The campaign features a new customer-focused website, new advertising centered on visually-appealing wood applications, and the launch of Northwest Hardwoods’ Pinterest and Instagram accounts to convey visual ideas and aspirations for the many uses of hardwoods. The campaign offers an opportunity for Northwest Hardwoods to reach out to new audiences including designers, specifiers, architects and OEMs, underscoring the fact that no other building and design material is as visually appealing and as sustainable as timber. Additionally, the campaign includes the creation of product specific communications outreach that will support the company’s sales objectives.
“Our new brand identity celebrates our past, unites our present brands and more importantly, ushers in the future of the company,” said Don Barton, vice president of sales and
marketing for Northwest Hardwoods. “This new initiative ultimately signals our investment in the success of the customers we serve,” said Barton.
At the core of the rebrand is a new website, which immerses customers in a user-friendly, easy-to-navigate, and informative user experience. Site visitors will find new photography and video, product-specific pages featuring detailed descriptions, a timeline recounting the company’s history, sales maps, and a monthly blog. Built with the future in mind, the site’s foundation allows for the eventual expansion to include real-time inventory tracking, sample requests, and more.
A robust media plan further supports Northwest Hardwood’s industry leadership position and further enhances the company’s presence in trade and design media and online spaces. In addition to the traditional customer base, Northwest Hardwoods will also reach architects and designers via a mix of print and digital advertising in publications such as Dwell, Architect Magazine, and Elle Décor. TWIST created a new tagline Keep Pioneering which plays off of the company’s Northwest roots.
To best engage with designers and architects, Northwest Hardwoods has expanded its social media reach to include Instagram and Pinterest. Both channels are visually based and aspirational, which will allow Northwest Hardwoods to showcase not only its many types of wood grades and species, but also the beautiful and varied applications for these woods – from cabinets to decking to furniture.
Learn more about Northwest Hardwoods’ product selection and branding initiative by visiting the newly refreshed www.northwesthardwoods.com. For additional inspiration and ideas, follow the company on Instagram and Pinterest.
Or, please visit us at Booth #1662 in Building C at the International Woodworking Fair, August 22 – 25 in Atlanta.