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PR Working for You

For April e-news

Throughout the year, we will feature local campaigns to showcase the impact that PR has on business and the community.

This month, we highlight Quinn Thomas. The Northwest-based company won the 2016 Spotlight Award for Marketing Business to Business for its work in introducing a revolutionary product to the U.S. building community.

In 2015, Oregon-based D.R. Johnson Wood Innovations was preparing to announce the release of a new building material that had the potential to revolutionize America’s building and construction trades.

The product, Cross-Laminated Timber (CLT), is a wood building material that is stronger than steel and can be used to build skyscrapers. It has been used internationally for decades, yet was virtually unknown in the U.S. market.

The company was at the cusp of being the nation’s first certified manufacturer of CLT and was in search of a brand strategy to guide this effort. D.R. Johnson had no history of public relations or advertising outside of trade shows and trade publications. It enlisted Quinn Thomas to develop a marketing and communications strategy.

Quinn Thomas conducted market research and developed a communications strategy that established D.R. Johnson the lead expert and thought leader for this emerging technology—using earned media, public speaking opportunities, and policy advocacy to drive awareness of D.R. Johnson and generate leads for the company.

The resulting effort netted over $2.5 million in national and regional earned media coverage, elevated investment in CLT research as a policy objective in the Oregon Business Plan, and positioned D.R. Johnson as the convener or featured topic at events with state and regional business and policy leaders.