Since launching the consumer website (realamericanhardwood.com), the Real American Hardwood Coalition has been busy planning next steps in its mission to educate consumers about the uses, benefits, and sustainability of Real American Hardwood® species.
Following the launch of the website, which has received more than 28,000 page views, the Coalition met in-person for a strategic planning session to clearly identify its goals and develop a fundraising plan to accomplish them.
RAHC’s social media accounts (Facebook, Instagram, Twitter, You Tube) have seen steady growth since their launch. Three consumer-focused giveaways were instrumental in growing follower audiences, with plans for future giveaways underway to continue that growth. One post in particular, utilizing a woodworking social media influencer, had 122,000+ views, 80,000+ people reached, 1,000+ clicks through to the website, and a 526% increase in website traffic. You can view the video here.
The Coalition now has its sights set on television advertising. It recently signed a contract with the Magnolia Network, established by Chip and Joanna Gaines of HGTV’s Fixer Upper fame, to promote Real American Hardwood products on its programs. RAHC will develop the following: (1) targeted advertisements that will appear on a thematic episode on the show Restoration Road hosted by Clint Harp, (2) taggable shorts incorporating the RAHC logo with a 30-second ad following the shorts, (3) a 15-30 second video airing on the HGTV & Magnolia Network TVEverywhere app, and (4) an Interactive Video Ad Unit viewable on connected TV devices. Combined, these ads will reach 92.8 million consumers.
Executing a campaign of this magnitude is an industry effort, and the time to join the effort is now. To date, more than 200 associations, industry leaders, large corporations, small businesses, and individual donors have come together to make financial contributions to start the Coalition’s work, and we thank them, but more participation is needed. Help us accomplish our goal to increase consumer awareness, market stability, and industry sales of Real American Hardwood products, and impact your bottom line. Donate today.