Specifications include, but are not limited to: Phase One: Identity
Identity and Campaign Development
Development of a visual ID (logo) and a campaign that will communicate the brand message across
Develop a packet for outreach efforts. The packet will include an outline of the target audience, summary of
research findings, overview of the online directory, benefits of participation, an outline of the marketing
approach, designs for marketing materials and levels/options for getting involved.
Phase Two: Implementation
Phase Two will be dependent on funding. So the purpose of this outline is to help better understand what kind
of budget will be required for a successful launch of Sticks from the 406. We have based budgets and
strategies on a goal of reaching people who frequently source building materials such as builders and
architects. The program will include two campaigns, one campaign to drive traffic to the new website/online
directory and the other campaign to build awareness of Sticks from the 406 to our target audience.
Website and Online Directory
Develop a website and online directory. The website will explain the values supported by purchasing Montana
wood, provide information on the wood species available in Montana, enumerate the benefits of those species,
list products made in Montana and, through the directory, direct buyers on where to source Montana wood
products. The directory will allow producers and suppliers to login and manage their own profiles.
Search Engine Marketing (SEM)
Research and develop a Google AdWord campaign that will direct traffic to the new website. Budget includes
time to research keywords, write ads, place media and run a 12-month SEM campaign. Following the campaign
we will review results, provide a report on the success of the campaign, make any necessary recommendations
and advise on a budget for an ongoing campaign.
Phase Three: Awareness Campaign
Conduct an ongoing campaign of press outreach aimed at assuring that Sticks from the 406 is included in
coverage about Montana’s wood products industry, wildfire challenges, building trends and other topical
issues. In the first year, we will produce and distribute pitches related to:
• The springtime start of the traditional construction season
• The midsummer onset of fire season
• The forest management challenges related to beetle kill
• The Montana Bureau of Business & Economic Research’s annual Forest Industry Outlook report