Unified Hardwood Vision Project Selects Communications Partner
Key Messages
- Unified Hardwood Vision Project to support North American hardwood selects Gibbs & Soell
- Agency chosen to develop research-based hardwood branding campaign
- Expertise in hardwood-related industries key to selection
Washington, DC, July 12, 2010 - Unified Hardwood Vision Project (UHVP) announced Gibbs and Soell (G&S) as the public relations firm chosen to develop an unprecedented hardwood branding campaign, targeting all elements of the hardwood industry. The leadership of UHVP convened in Washington, D.C. on June 25 where the final decision was made.
Gibbs & Soell (G&S) is the eighth largest independent public relations firm in the U.S., and specializes in targeting both professional and consumer audiences to raise awareness and promote new buying behaviors. G&S is headquartered in New York City with agency-owned offices in Chicago, Raleigh and Zurich, Switzerland, in addition to a network of global partners.
The UHVP is an ad hoc coalition of hardwood company leaders from a cross section of hardwood industry sectors. The coalition was formed to evaluate current hardwood messaging and promotion and to develop and oversee a more effective program reflecting current market challenges and evolving consumer preferences. The UHVP is independent of any existing hardwood trade association.
According to Terry Brennan (Baillie Lumber), chairman of the UHVP, the final selection of G&S came after a several month review of top level public relations firms. In the end, according to Brennan, “the expertise of G&S and unique understanding of our industry, including deep background in wood-related industries such as flooring and cabinetry,” drove the final decision.
The project will begin immediately and include in-depth research and development of strategic hardwood branding for adoption throughout the industry. G&S, working with UHVP leaders, will employ traditional as well as digital and social media tactics aimed at measurable results in improving hardwood markets. Phase One of the project, including research, brand identity and strategic planning, will be completed by year-end. Campaign launch is slated for January 1, 2011.
The Unified Hardwood Vision Project leadership includes Chairman Brennan; Nancy Arend (Weyerhaeuser); Victor Barringer (Coastal Lumber), Chuck Bice (Sweeney Hardwoods) ; Don Finkell (Shaw Floors); Orn Gudmundsson Jr. (Northland) ; Pem Jenkins (Turn Bull); Jack Shannon (J.T. Shannon);and Todd Vogelsinger (Columbia Forest Products). Grace Terpstra of Terpstra Associates is Project Manager.
For questions on the Unified Hardwood Vision Project, contact Grace Terpstra (202-261-1323 or grace@terpstraassociates.com).