Marketing Initiatives


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About Us Our Members Members Only SFPA Meetings Weekly Newsletter Industry Events Calendar Marketing Initiatives International Activities Wood & the Environment Helpful Links For Media Contact Us		SFPA conducts a worldwide marketing program on behalf of the Southern Pine Council (SPC) with members of SFPA and the Southeastern Lumber Manufacturers Association (SLMA) providing financial support. SPC promotions fall within the four markets listed below. See our Staff Page for names and contact information for the directors who head SPC's efforts in each market. Engineered & Framing – Structural wood products, including trusses, glued laminated timber, I-joists, finger-jointed studs, post-frame buildings, rafters, joists and headers. Treated Products – Decks and decking, porches, landscaping, marinas and docks, and treated framing. Specialty Products – Patterns and specialty products, plus materials handling applications (pallets, skids, crates) International Trade & Policy – Promotion programs vary with markets. United Kingdom (decking), Spain (windows and doors), Japan (treated products and framing), Mexico (framing) and China (treated products and engineered wood products). For most activities that support Southern Pine export markets, the USDA’s Foreign Agriculture Service (FAS) reimburses SFPA with reimbursements totaling approximately $1 million per year. See International Activities for more information. Key Promotions Raised Floors Although the majority of housing starts in the U.S. occur in the South, about 66% of all homes in this region utilize slab-on-grade construction. Our strategy is to convince consumers, professional designers, planners, code and government officials that, in flood-prone areas of the Gulf Coast, raised floor foundations represent a safer, and equally affordable alternative to slab-on-grade foundations, and that treated wood should be used whenever possible. Use the influence of these audiences to pull demand for raised floor systems through the builders. Learn more about raised floors at www.RaisedFloorLiving.com. Trusses Component manufacturers who choose strong Southern Pine for trusses can reduce the amount of lumber and plates used in each truss, resulting in significant cost savings. For example, in a direct comparison of species, SP roof and floor trusses saved 18% for a construction project in Virginia. SPC works closely with component manufacturers through WTCA – Representing the Structural Building Components Industry and its chapters to communicate the many advantages of using Southern Pine. Marine Construction New preservative treatment regulations have created considerable uncertainty about how to use wood for piers, docks and wharves. Moreover, composite decking materials have targeted these markets for penetration and growth. Visit www.southernpine.com to learn more about new treatments, as well as comparisons between artificial decking and real wood. Copies of Marine Structures, our updated design and construction guide, can also be downloaded or ordered through the site. Materials Handling For the past two years, SPC ads have encouraged pallet and skid manufacturers to consider converting to Southern Pine. Interest in using Southern Pine for pallets and skids has grown remarkably, and members are now capitalizing on this opportunity. Outdoor Decking Systems SPC uses a series of advertisements, Web site comparisons and a brochure to help design/build professionals and consumers understand the advantages of using treated Southern Pine decking rather than composite decking materials. SPC also sponsors deck-building projects in national consumer magazines and decking seminars at trade shows.