Are you a woodaholic?

homeowners prefer the look of real wood over composite products," explains Kim Drew, SPAN's public relations counsel. "If you combine those two findings and add in the growing focus on outdoor living spaces, you have a great case for the Real Outdoor Living campaign. The timing is perfect for this type of promotion, and we have a really unique and exciting campaign under way."

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That is the .CLq uestion the Southern Pine Awareness Network asks in its new advertising and public relations campaign. Titled "Real Outdoor Living," the campaign launched in late April. SPAN is banking on consumers' love of real wood for the campaign, which focuses on outdoor wood applications including decks, pergolas, raised garden beds, and any other outdoor project d-i-yers can dream up.

Historical data shows that during recessionary times, consumer spending on remodeling and repairs rises. And, according to home and garden experts, today's homeowners are more apt to "grow where they are planted" and make their existing houses an oasis for their families. To capitalize on this trend, SPAN decided to seize the opportunity to promote the use of treated wood as a means of expanding and enhancing the outdoor living area.

"We have a good bit of data to support the stability of the R&R market and research which suggests that

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Lumber Company

For starters, consumers have a great new resource for outdoor building projects at www.realoutdoorliving.com. One of the first things visitors to the site will notice is the interactive "Are You a Woodaholic?" diagnostic. The tongue-in-cheek quiz builds on consumers' affinity for real wood by asking them to identify what they see in different wood grains. The end result: depending on their answers, test-takers are either real woodaholics or fakes.

"When we did our initial research, we found a whole community of d-iyers who actually refer to themselves as woodaholics," says Drew. "We're taking that identity to a whole new level by giving it legs so that it can build a true loyal following."

Site visitors also have access to a wide variety of outdoor project plans, including tree benches, bird houses, arbors and dog houses. Most plans are offered as PDF downloads, but SPAN will add a total of 12 video plans to the site by the end of the year. The first video, plans for an Adirondack chair, has already generated a lot of views. Each video features SPAN spokesman Brad Staggs, of HGTV and DIY Network fame, building a series of simple projects. Staggs reviews safety precautions, materials and tools needed. and an estimate as to how long the project will take.

To expand the reach of project plans, SPAN teamed up with Southern Living magazine for several projects. On most of the video projects and on SPAN's downloadable five-project brochure, plans were designed by Southern Llvrng stall and were previously only available for purchase directly from the magazine.

"Adding Southern Living's name to these project plans is a win-win for both parties," explains Drew. "They get more publicity for their plans, and we get thc recognition and trust that come with the Southern Livint! brand."

Teamwork between Real Outdoor Living and Southern Living, does not stop with project plans. ROL is a special contributor for both of the magazine's 2009 Idea Houses, providing treated southern pine for an outdoor kitchen and a wrap-around deck. As a special contributor, ROL will receive coverage in the August issue of the magazine, along with a table-top display at each of the show homes, driving traffic to realor-rtdoorliving.com.

To further promote the website (and thus treated wood), ROL banner ads will run on popular consumer websites from May through August. ROL extends its online reach with a Facebook page (www.facebook.comp ages/wood/707878591 35) and a Twitter account (twitter.com/woodaholics).

Later this year, ROL will hit the road with "Woodaholics Give Back." The series of community service events will see two well-deserving charities receive free outdoor building projects, courtesy of the woodaholics.

ROL has plans to not only drive more foot traffic to retailers, but also to make it easier on retail employees to sell pressure treated wood to d-i-yers with a host of tools and training.

"All of our consumer research ranks retail stores as one of the most popular sources of information for d-iyers looking to build a project," says Drew. "Whether they are going into the stores and talking to sales associates or visiting the stores' websites, oonsumers really trust retailers as building experts."

- For mora infirmatbn about tha ROL, visit www.raaloutdoorliving,.com.. To sub' scribe tu SPAN'.r .free monthlv nawsletter tracking the campaign's sut:tess, email info@slnrunrg. For more inlo ttn SPAN, visit www.spanpine.com.