Strategy doesn’t grow on trees. It comes from Giant.
The Softwood Lumber Board (SLB) is an industry-funded initiative established to promote the benefits and uses of softwood lumber products in outdoor, residential and non-residential construction. This USDA checkoff program (think “Got Milk?”, but for timber) includes SLB-supported programs and initiatives that focus on increasing the demand for softwood lumber products in the U.S.
Giant began working with the SLB on several strategic marketing and communication initiatives to reposition the organization as it entered a second term. Today, Giant is an integral part of SLB’s strategy, marketing, lead nurture, public relations and education-focused operations.
align
Business Strategy
Public Relations
Communication STRATEGY
Digital Strategy
Analytics
Media
Staff Augmentation
Competitive Analysis
Kpi Development
Build
Graphic Design
Web Design + Development
SEO
Content Creation
Social Media
Key Message Development
Communicate
Editorial Calendars
ScriptWriting
Website Content
Analyze
CUSTOM DASHBOARDS
METRICS + REPORTING
Database Hygiene
CRM Management
Process Development
Website Analysis
Google Suite
// build //
Strong communications
As an industry-funded initiative, the SLB must continue to show the impact of its work and the value of the program to investors, which requires written communications on a monthly, quarterly and annual basis. Fine-tuning the SLB voice and visual brand through professional content creation, graphic design, execution and reporting ensured it continued to meet USDA requirements and investor expectations.
// Communicate //
Uncovering new opportunities
Giant has supported the SLB in identifying and capitalizing on opportunities, mitigating economic threats and staying ahead of market trends through comprehensive research and in-depth industry analysis. Giant plays a pivotal role in the execution of the Mass Timber Competition—an annual initiative aimed at advancing the adoption of mass timber across the United States by providing funding to qualified projects. Additionally, we have facilitated SLB Programs Working Group sessions, which have yielded valuable insights and established a clear strategic direction for the SLB, with a focus on market and segmentation priorities.
// analyze //
Strategy backed by data
All of our work with the SLB is driven by data. We assisted the SLB in implementing its CRM and lead nurture strategy and continue to manage its contact database, dashboards, marketing funnels, compliance data and more. Since its inception in 2012, the SLB has achieved significant milestones, generating 86 billion board feet and delivering an impressive ROI of $45.26 for every dollar invested.
“The Giant team is an asset to the SLB. Their attention to detail and ability to deliver makes them an exceptional partner.”
Ryan Flom, SLB Chief Marketing Officer
// conclusion //
Strategy for a greener future
The SLB and its investors have played a crucial role in helping the lumber industry achieve and sustain an impressive market share. SLB leadership has entrusted Giant with the development of strategic initiatives aimed at advancing the industry and reinforcing wood’s position as the preferred construction material for a greener, more sustainable future.
