Marketing

Action
Plan for the
Catskill
Woodnet

by Pear Creative Group

Table of Contents
I. Executive Summary ...................................................................................3
A. Purpose ............................................................................................................................3
B. Objectives........................................................................................................................3
C. Mission Statement .........................................................................................................3

II. Organization Description ..........................................................................4

A. History .............................................................................................................................4
B. Organizational Structure..............................................................................................5
C. Existing Programs ..........................................................................................................6
D. Accomplishments...........................................................................................................7

III. Situational Analysis.....................................................................................8

A. Current Information Analysis .....................................................................................8
B. Target Markets ...............................................................................................................9
C. Distribution...................................................................................................................11
D. Competitive Analysis ..................................................................................................12
E. Environmental Analysis...............................................................................................16
F. Summary........................................................................................................................17

IV. Marketing Strategies & Objectives .........................................................19

A. Marketing Strategies ...................................................................................................19
B. Marketing Objectives..................................................................................................19

V. Proposed Marketing Program .................................................................24

A. By Target Markets........................................................................................................24
B. By Product ....................................................................................................................24
C. By Promotion ...............................................................................................................24
D. By Distribution.............................................................................................................24

VI. Budget and Implementation ...................................................................30

A. Marketing Budget ........................................................................................................30
B. Implementation ............................................................................................................31
I. Executive Summary
A. Purpose
Catskill Woodnet (CW) has contracted with Pear Creative Group to develop a
Strategic Marketing Plan.This plan will help determine a mission statement, set goals
and suggest ways to implement a successful marketing strategy. At the present
time, CW has no branding image of its own, no web presence and very few printed
marketing collateral. From this document, CW should be able to plan a budget and
follow an implementation schedule to achieve these important marketing tools.

B. Objectives
In reviewing documentation sent from CW, meetings and research we have
determined that their objectives for the future are:
1. To increase consumer awareness in the link between their water quality
and Catskill wood-based businesses.
2. To promote economic viability for Catskill wood-based businesses.
3. To maintain and further develop business relationships between Catskill
manufacturers and downstate wood/product distributors and
secondary manufacturers.
4. To insure the long-term future of forestry conservation and watershed
quality in the Catskill region.

C. Mission Statement
In essence, CWs mission is to Educate, Promote and Protect.
Their mission statement should be:
Catskill WoodNets mission is to encourage and support wood products businesses in
the Catskill Mountain region by strengthening business relationships and opportunities
that utilize local resources, foster creativity and craftsmanship, and promote forestland
conservation that sustains a healthy watershed.

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II. Organizational Description
A. History
Catskills Woodnet is an organization developed under the auspices of the Watershed
Agricultural Council (WAC), a non-profit association whose mission is to promote
water quality and conservation in the New York City watershed region and support
the economic viability of agriculture and forestry-based businesses of its residents.
Pure Catskills is the agricultural products marketing arm of the WAC. Catskill
WoodNet is the wood products marketing arm of the WAC. New York Citys water
has been described as the best in the world, in part, because of the efforts of the
Watershed Agricultural Council, Catskills Woodnet and Pure Catskills.

Since the early 1900s, the Catskill area of upstate New York has been the main
supplier of New York Citys water supply through a series of lakes and reservoirs.
Thousands of upstate homes, farms and towns were acquired and displaced due to
legislature that was passed in order to dam up rivers to supply the ever-increasing
water demands of the city. Needless to say, this caused quite a rift between upstate
and downstate New Yorkers.

In an attempt to heal this division, a partnership was formed between the city of
New York and the affected 72 watershed municipalities, involving both state and
federal government. On January 21, 1997, the Memorandum of Agreement (MOA)
was signed.This legal agreement was the result of years of negotiation between the
two dissenting regions and was meant to be a long term legal document protecting
the drinking water of some nine million people in New York City as well as providing
financial and planning assistance to the communities within the watershed.

The Watershed Agricultural Council (WAC) has been set up to carry that program
forward through funding, implementation, planning and outreach for the residents of
Delaware, Greene, Schoharie, Sullivan, Ulster and metropolitan New York.The WAC
is divided into two organizations, Pure Catskills provides information and support for
the agricultural community while Catskill Woodnet assists the forestry community.
While promoting different audiences, both organizations target the same market,
the Catskill community and New York City residents and both strive for the same
goals, to promote their regional economies and protect the watershed.

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B. Organizational Structure
The chart below illustrates the relationship between the parent organization,Watershed Agricultural
Council and its two branches; Pure Catskills and Catskill Woodnet.The logos presently being used
are also included.

WAC Mission Statement

The mission of the Watershed
Agricultural Council is to
support the economic viability of
agriculture and forestry through
Catskill WoodNet
the protection of water quality
and the promotion of land Present logo mark.
conservation in the New York No association
City Watershed region. 2 apparent to other two
organizations logos.

Pure Catskills Mission:

We invite you to support the
farmers that care for the land
surrounding New York City's
reservoirs. By using sound
environmental practices,
Catskills Region farmers
provide food that is healthy
and water that is pure.
Buy from a Pure Catskills
farmer and contribute to the
future of our food system.

1
www.buypurecatskills.com/about_us.html
2
WAC Strategic Plan 2004-2007, Page 2

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C. Existing CW Programs

1. USDA Forest Services Economic Action Program provides economic assistance to

wood-based businesses for a variety of projects including marketing and equipment
upgrades.
Targets: Primary and secondary wood producers

2. Directory of Primary & Secondary Wood Products Manufacturers A directory

designed to link the primary manufacturers (lumber, pulp/paper, fuel wood) and
secondary manufacturers (flooring, furniture, millwork, etc.) with retailers,
consumers and each other Available in printed form and online.
Targets: CW members, Primary and secondary wood producers, retailers,
NYC consumers

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D. Accomplishments
A. WAC Forestry Program Accomplishments:
1. Support from the USDA Forest Service's Economic Action Program provided assistance
to over 75 wood-based businesses and impacted over 700 jobs in the New York City
Watershed Region. In 2005 over $211,000 was awarded by WAC to 9 watershed
wood-based businesses.

2. 20 Landowners approved in 2005 for Management Assistance Program, more funding

planned for 2006-2007.

3. Annual Forestry Field Day - held at Frost Valley Model Forest, brings together
landowners, foresters, loggers and research scientists to learn about trees, water,
forest pests and logging.

4. 39 Trained Logger Certificates awarded in 2005, double planned for 2006.

5. More than 1,100 students and teachers from upstate and NYC participated in the
Watershed Forestry Institute for Teachers (WFIT), the Green Connection and
Forestry Bus Tour programs in 2005 (check annual report for 2006?)

B. CW Accomplishments
1. Directory of Primary & Secondary Wood Products Manufacturers in the Catskill
Mountain Region of New York State, a directory of 148 producers, suppliers,
wholesalers and retailers of wood-based products in the Catskills, updated annually,
available online and printed.

2. Trade Shows With technical assistance funds from the FS-165 and FS-336 grant,
the Forestry Program Specialist has traveled to six industrial woodworking expose
with NYS DEC Foresters in 2004 and 2005 to market wood suppliers from the
Catskills. Past attendance at industrial woodworking expose in Hartford, CT,
Fort Washington, PA and Atlanta, GA has proven to be an effective way to meet
and develop relationships with wood-based businesses from metropolitan
New York City and Long Island.

3. Business Leads At present, the WAC Forestry Program has identified over 200
companies in various sectors of the wood industry from cabinetmakers to retail
lumber distributors that will be the focus of this effort through promotional
mailings and follow-up calls/visits and sponsorship of upstate and downstate
exchanges that will develop business relationships between companies.

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III. Situational Analysis
A. Current Information Analysis
Following is a list of marketing material that CW has available. As of this writing no
direct mailings have been done with these materials.

1. Directory of Primary and Secondary Wood Products Manufacturers a

directory of 148 producers, suppliers, wholesalers and retailers of wood-based
products in the Catskills, updated annually. Currently distributed both as printed
version at trade shows and available online at http://www.nycwatershed.org

2. Catskill Woodnet Postcard postcard that promotes website

(that isnt online yet).

3. Our Green is Blue handout one page (3 3/4" x 9") handout that very
briefly describes the Catskill watershed purpose with attached business card.

4. Catskill Woodnet website not online yet. All web information currently
available on the WAC website at: http://www.nycwatershed.org

5. Magazine Article in The Place You Call Home A Northern Woodlands

Publication for Catskills region.

6. Exhibit Banners - Currently CW has 2 trade show banners with the working
logo on them.

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B.Target Markets
Based on Existing Programs (Section IIC), the Directory and their goals, CWs target market
consists of their primarily Upstate existing and future members, and the downstate wholesalers,
retailers, and consumers who buy their products.
1. Upstate Primary Wood Producers (lumber, pulp/paper, fuel wood)
2. Upstate Secondary Wood Producers (cabinetmakers, furniture makers, woodcrafters,
millworkers, and log home manufacturers)
3. Downstate Fine Wood Furniture retailers and wholesalers
4. Downstate Fine Wood Users (designers/architects, contractors, cabinet/millworkers)
5. Downstate Lumber Distributors (kiln dried specialty lumber)
6. NYC Consumers

Location
Primarily the target market location is regional, focusing on:
1. The upstate counties of the Catskill watershed (Delaware, Greene, Schoharie,
Sullivan and Ulster)
2. The metropolitan New York region. See the chart on following page for demographic
documentation. All information unless otherwise noted taken from the U.S. Census
Bureau 1999-2005.
3. Wood businesses in OTSEGO COUNTY. Though not in the NYC Watershed, these
businesses are eligible to participate in CW programs because of their significant
contribution to the economic climate for forest products. (4 hardwood sawmills in the
I-88 corridor in Otsego County).

Other Demographics
These statistics obtained from the Rural Development Through Forestry Program Grant Narrative
submitted by Kevin Brazill
1. Forests of NYC Watershed cover over 75% of the Catskill region and contain roughly 2.1
billion cubic feet of growing stock.
2. 17.3% of manufacturing base in Catskill region is employed in forest and wood products
industry, approximately 3,700 people with a payroll of $76 million a over 90 processing facilities.

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Demographics for Catskill Region/New York City

Delaware Greene Schoharie Sullivan Ulster Otsego New York

County County County County County County City

Population
2005 estimate 47,534 49,682 32,277 76,539 182,693 62,746 8,085,742

% of People
Ages 19-64 60.6% 63.4% 64% 62.7% 65% 66.2% 64.1%

% of People
Female 50.7% 48.4% 50.3% 49.2% 50.2% 51.9% 52.6%

% of People with
Bachelors degree 16.6% 16.4% 17.3% 16.7% 25% 22% 27.4
or higher

# of Children in
school (grades 1-12) 8,363 7,962 5,414 13,629 29,947 10,560 1,376,790
(2000)

# of People with
Bachelors Degree 3,139 2,935 1,849 4,546 16,652 4,736 834,558
(2000)

Median household
income (1999) $32,742 $37,954 35,759 $37,489 42,014 $34,243 38,293

# of Households with
Income $200,000 + 197 251 147 348 725 241 103,810
(1999)

# of People
with Occupation of
Farming, Fishing 490 280 207 261 484 422 1,464
or Forestry

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C. Distribution
CW information on wood products and services are currently distributed by the following:

Web
Currently CW relies on the WAC to distribute information on their website.This website
also contains press releases and contact information on several crafts people using Catskill
wood products. As of this writing the CW website isnt online yet.

Print
Currently, CW only has the Directory, Postcard and Handout (listed in section IIIA) as
printed marketing materials. No direct mailings of these materials have been instituted
as yet. Distribution consists of handing out Directories at trade shows.

Trade Shows
Between 2004 and 2005, the CW Forestry Program Specialist had travelled to six
woodworking trade shows with a very basic trade show presence.

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D. Competitive Analysis
The organizations below face similar challenges and have similar goals to CW. By looking
at their successes and failures, it is possible to see where CW may benefit from using
comparable marketing strategies.

Pure Catskills
The agricultural arm of the WAC, Pure Catskills has experienced some success recently
in their marketing process.Theyve developed a logo and brand consistent with their
image of fresh, locally grown food in the Catskills region along with the tagline, Good food.
Clean water. They have designed and are beginning to implement a consistent marketing
program using banners, signs, hangtags and other promotional materials. Along with direct
links from the WAC website, Pure Catskills has an informative, cohesive website of their
own, reinforcing their brand with colors and logo placement.Through continued use of
their logo and message, Pure Catskills is establishing itself as a recognizable and trusted
campaign for Buy Local in the Catskills region.
Pure Catskills
Watershed Agricultural Council
33195 State Highway 10,Walton, NY 13956
607-865-7790
http://www.buypurecatskills.com

Vermont Quality Wood Products

Vermont Quality Wood Products is an organization whose purpose is to connect members
of the wood products industry and promote the Vermont quality brand.They have a brand
manual that contains guidelines for using their logo and promoting the brand available to
registered users. During the year they attend various trade shows across the country
and sponsor crafts shows and design competitions that highlight Vermont quality wood
products. In addition to the online brand manual, their website contains a calendar of
events to public conferences, meetings and shows; press releases; member showcases;
and links to other associations and guilds.Vermont Quality Wood Products is careful in
the usage of their brand. Only approved Vermont wood producers and manufacturers
are allowed to use their logo and thereby reap the benefits of the positive Vermont
quality brand.
Vermont Wood Products Marketing Council
PO BOX 6004, Rutland,VT 05702
802-747-7900
http://www.vermontwood.org

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Mill Creek Watershed Council of Communities
The Mill Creek Watershed Council was formed in 1995 in an effort to improve the water
quality of the Mill Creek Watershed area of Cincinnati, Ohio. Funded through donations
and grants, the council faced several challenges common to this type of organization;
cooperation and communication of the regional communities, public awareness, economic
vitality in the region and long-term financial support. In 2004, in an effort to promote a
more community-oriented feel, their name was changed to the Mill Creek Watershed
Council of Communities and their mission statement was revamped to reflect that goal.
In 2005, a strategic plan was written to outline strategies and actions planned. As of this
writing, they have no logo or brand and a rudimentary website that doesnt reflect their
mission or further their image.
Mill Creek Watershed Council of Communities
One North Commerce Park Drive, Suite 124, Cincinnati, Ohio 45215
(513) 563-8800
http://www.millcreekwatershed.org

The Catskill Watershed Corporation

The Catskill Watershed Corporation (CWC) is an economic development partnership
concerned with water quality issues as well as promoting economic vitality in the
Catskill region west of the Hudson/Delaware River system. Although they dont have a
well-publicized logo or brand package in place, their website is well organized and contains
an extensive section on history, special programs, projects, events, press releases, online
applications and links to like-minded organizations.Their annual report, though poorly
designed, contains case studies and info on grant recipients and is available online.
Though the CWC has invested much time and money in expensive economic studies
and have access to extensive funding, they dont seem to be following their own directive
to creative a cohesive, professional identity for the Catskill Brand.
The Catskill Watershed Corporation
PO Box 569, Main Street, Margaretville, NY 12455
845-586-1400
http://www.cwconline.org

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AdirondackWood.com/AdirondackCraft.com
AdirondackWood.com provides an online directory of Adirondack-based wood products
and the companies that produce them. Created by Holmes and Associates, a research and
consulting firm located in Saranac, NY, the database is completely searchable by product,
producer, and county or village.The website provides a brief section on the history of the
region but the main focus is providing information about its hundreds of members.These
members then can advertise their wares on a sister site, AdirondackCraft.com, which
provides an online shopping venue, marketing and photography tips in return for a 40%
commission on each sale. Neither site addresses or capitalizes much on the Adirondack
brand or image.The products are mundane and rather cheap and many dont seem to
have much in common with the Adirondacks specifically.
AdirondackWood.com, c/o Holmes & Associates
PO Box 295, Saranac Lake NY 12983
(800) 743 - 8577
http://www.adirondackwood.com
http://www.adirondackcraft.com

Vermont WoodNet
Vermont WoodNets mission states: The primary mission of Vermont WoodNet is to
strengthen business opportunities for small-scale Vermont wood product businesses that
produce Vermont Made products and to foster a commitment to the sustainability of the
forest resources. While the website provides a wealth of information on this non-profit
organization, its members and products, the site is poorly designed and hard to navigate.
There are thousands of dollars in grant funds available to its members to support marketing
projects but they dont seem to spend much money on their own image.They have a well
written, downloadable Brand Manual but three different logos associated with them that
have visually no tie except the color.The members products are gorgeous, high-end and
probably expensive but have the visual impact of an ebay sale.Vermont WoodNet could
benefit by following their own Brand Manual and creating a cohesive, high-end look.
Vermont WoodNet
P.O. Box 4562, Burlington,VT 05406
http://www.vtwoodnet.org

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Maine WoodNet/SugarWood Gallery
An initiative of The Wilderness Society, Maine WoodNet helps support local forest-based
manufacturing, encourages wood use efficiency and supports improved forest stewardship.
Their logo and website are professional-looking although some of the web pages dont
work, and their logo use is somewhat in-consistent.The free membership provides
marketing assistance, networking opportunities, technical assistance and an opportunity
to sell products in the Sugarwood Gallery store and website. MWN is implementing some
of their marketing techniques and seeing positive outcomes.They have print brochures
available and a trade show exhibit that includes several of their members products.
At the 2003 People, Places and Plants Flower and Garden Show they handed out 3,000
of their brochures and sold over $45,000 worth in custom orders. Since opening in 2001,
the Gallery has doubled in size and expects sales of 3/4 million dollars. Because of the
success of SugarWood Gallery and the marketing efforts of MWN, area merchants now
see locally made products as a plus instead of a liability.Two shops have opened in
Farmington, all dedicated to selling locally made items. Apparently marketing does
work when implemented.
http://www.mainewoodnet.org

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E. Environmental Analysis
From Willie Nelsons biodiesel to Al Gores documentary on global warming to Wal-Marts
plan to be a good steward for the environment and produce zero waste, the news
is chock full of go-green stories. Environmental issues are nothing new but the public is
coming to the realization that they have a choice as consumers and can make a real
difference in their own environment. Companies react to public interest and realize
that going green is also good business.

People are looking for ways to incorporate the green philosophy into their lives. For some
it only goes as far as using their recycling bins for leftover pizza boxes, for others, its a
life-altering change. Most need a little push and some basic direction to change their
environmental outlook.The push may be an ad or billboard that makes them think,
then they need an easily accessible way of finding out how to make a difference.

Metropolitan New York contains almost 9 million consumers of products, energy and
water. Many probably dont know where their resources come from or why.With a
targeted campaign to educate them about their water source and accessible ways of
supporting that source, the future of the Catskill Watershed would be assured.The key
is to make the connection for them between their healthy water supply and the products
coming out of that region.

This is where a successful branding campaign will go far in achieving the goal of economic
vitality in the Catskill region, by providing a visual link from the product (furniture, flooring,
lumber) to the (NY city) consumers own water quality.

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F. Summary (Strengths,Weaknesses, Opportunities,Threats)

Strengths
A. Partnerships & Associations CW has well established, successful partnerships with
the USDA Forest Service, NY State Department of Environmental Conservation
and Cornell Cooperative Extension and associations with its parent organization,
the Watershed Agricultural Council, and Pure Catskills.
B. Location The close proximity to metropolitan New York means CW has access to a
huge retail market for wood products and quick access to wood suppliers.This also
means that tours to NY city and face to face business presentations to wood
suppliers/producers can be accomplished within a day.
C. Established Programs CW has all ready established several education and outreach
programs and produced a directory of primary and secondary wood producers from
which to pull a mailing list. Expanded list of contacts as potential Catskill WoodNet
business members is now over 200.

Weaknesses
A. CW has very limited printed marketing material to hand out.
B. CW has no trade show exhibit of their own and no presentation materials or displays.
C. As of this writing, CWs website is not online.
D. CW has no formal logo or brand image.

Opportunities
A. CW has the opportunity to benefit from association with the WAC and Pure Catskills,
both from brand image and pre-established marketing contacts.
B. The awarding of forestry grants has provided funds and created jobs promoting a
positive working relationship with the Catskill wood industry and craftsmen.
C. CW has an opportunity to serve as a model for improving economic conditions in
the wood industry through local and federal partnerships.
D. With the CW website online, there is an opportunity to market products to a much
wider audience, nationally and globally.

Threats
A. Due to the lack of marketing material and no presentations, many secondary wood
producers and lumber distributors in NY City are unaware of Catskill Woodnet and
their members products/services.
B. Due to lack of branding and marketing, the very large, upscale market of New York City
consumers doesnt connect their water quality to the forests that help produce it.
C. Poor coordination between regional organizations.

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SUMMARY
It is evident that CW needs an organized plan to move forward and accomplish their
goals of promoting economic vitality, and protecting the watershed.The first step in that
plan should be to make people aware of CW and their mission.That can be accomplished
by creating and consistently using a visual image that people will recognize and associate
with CW. Since their sister organization, Pure Catskills already has a successful brand
image and similar goals, CW could achieve crossover recognition and added support by
creating a brand image that has a comparable look. If done correctly, the public will
begin to recognize the image and associate it with pure, clean water; Catskill quality
and promoting a local economy.

Once a brand is established, CW needs to make sure that their logo and message is used
consistently throughout all its marketing materials and those materials are produced and
distributed to the appropriate target audiences. CW currently has almost nothing to
promote itself. By producing and distributing brochures, signs, website, trade show
displays, etc. CW will be able to increase public awareness and promote their goals.

CW currently has a few printed pieces on hand that were printed before a formal logo,
brand identity and message were established. It is recommended that these pieces not
be used since they dont have a consistent look and would be counterproductive to the
marketing goals.

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IV. Marketing Strategies & Objectives
This section is intended to identify general broad goals that CW has and suggest
strategies that will help achieve those goals.

PRIMARY GOALS:
1. (Promote) To promote economic viability for Catskill wood-based businesses.
2. (Educate/Promote) To maintain and further develop business relationships
between Catskill manufacturers and downstate wood/product distributors
and secondary manufacturers.

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GOAL 1:
To promote economic viability for Catskill wood-based businesses.

STRATEGY1 Brand Image, Marketing Materials,Website:

A. First step in promotion, create a visual brand image (logo) that will tie the idea of natural, local
wood products with pure, clean water.
B. Integrate Pure Catskills all ready successful branding image and campaign of buy local for
the agricultural community into a parallel campaign for forestry.
C. Use created logo on all marketing materials so people will begin to recognize and associate
the Pure Catskill goal with Catskill woodnet products.
D. Create marketing tools such as brochures, signs, presentations, exhibits, web pages that will
elaborate on the goal and advertise the message.

WAYS TO IMPLEMENT:
Logo
Create a logo with the same organic look as the Pure Catskills logo at right.
The Pure Catskills logo is based on an early 1900s shipping crate label for
produce and the story is publicized in some of their marketing materials.
The Buy fresh. Buy local. tagline reinforces their mission of supporting the
farmers that care for the land surrounding New York City's reservoirs.
A similar logo, message and tagline should be created for Catskill Woodnet.
Logo treatments can be explored that would utilize similar typography to the
Pure Catskills logo and using a forest/wood theme. Using a similar square
format, type treatment and imagery style, a logo can be created that would
be recognizable as a Pure Catskill product with a forestry-based theme.
Taglines such as Our Green is Blue and Make your next wood purchase count
for clean water can be explored. Catskill Woodnet can tie into the success of the Pure Catskill
brand while retaining their own identity and furthering their own goals.

Create new marketing materials using new logo

Catskill Woodnet presently has almost no printed materials that explain their purpose, outline
their programs or advertise their business.Well designed, consistent marketing material both
printed and web is essential in creating consumer awareness. Specifically targeted brochures and
presentation pieces should be printed and distributed to consumers as well as possible business
partners. Signs, billboards and ads can go far increasing awareness. Design templates can be
established for each format that will keep the design consistent and professional looking.
The web is a good place to feature downloadable pdfs of existing printed materials as well
as featuring updated databases such as the Directory.

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Create/maintain a website
It is imperative for CW to create and maintain a web presence. Most people today have access and
a propensity to use the web for both information and shopping.The nature of the internet makes it
easy to update information, make additions and communicate. Any printed material
can also be made available in pdf format for immediate downloads, eliminating mailing charges.
Creating a search option on the website makes it simple to connect consumers with producers,
members with other members and whatever information they require. Following search engine
optimization techniques will increase the number of visits to the website and spread the word
about CW.

ADDITIONAL STRATEGIES:
A. Create an online directory in addition to the printed Directory.
B. Institute an online membership application.
C. Create an online sign up for a mailing list.
D. Advertise in regional trade magazines/newspapers and on like-minded websites.
E. Exhibit at wood/forestry/environmental based tradeshows and crafts fairs.
F. Highlight rotating members with printed case studies and email newsletters.
G. Create online Calendar of Events

WAYS TO IMPLEMENT:
Online Membership Application & Directory
A membership application can be set up online (similar to www.buypurecatskills.com) that will
advertise memberships for a fee on the CW website, list them in the printed Directory and an
online database, link to their own web pages, and give them access to the newly created signs
and marketing materials. Implementing an online database of members will keep the directory
up to date and can be made searchable, a valuable asset for consumers or retailers looking for a
particular product or service.

Online Mailing List

Separate from the membership directory, this free web sign up will be available for anyone
interested in CW products and/or services. A database can be created from this information
and separated into divisions of interests for use in mailing or emailing marketing materials,
newsletters and updates.

Ads
Creating ads with the new image will begin to increase brand awareness.This could be
done in conjunction with Pure Catskills so consumers will associate the two organizations.
Regional newspapers as well as wood/forestry targeted and environmental magazines would
be a good start for ads. Partnerships could be developed with NYC vendors to do COop
advertising to cover some of the costs. Also, placing banner ads and links on websites with
similar outlooks will help with exposure. One stipulation of membership in the Directory
could be a link from members sites to CW. Some of the web advertising can be accomplished
with little to no money.The more cross links there are to the CW website, the better chance
of favorable search engine placement and getting the CW brand in front of consumers.

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Trade Shows/Crafts Fairs
CW should have several presentation options available to exhibit at various regional
wood/furniture/forestry/environmental trade shows and crafts fairs. From a ten foot booth to
tabletop presentation to banner stand, CW should have a variety of exhibits available to fit
whatever space allowed. Graphics can be made customizable and interchangeable for various target
markets. All exhibit graphics as well as any collateral passed out should follow the same brand
image, making for a cohesive, professional, recognizable look. Any collateral should feature the
website address and contact information. CW could also work in conjunction with Pure Catskills
and other partners to develop their own Pure Catskills Festival.

Case Studies and Newsletters

Another way to promote CW businesses is to feature members in printed and online case studies
and newsletters.Well written articles are already available on the WAC website highlighting Catskill
craftspeople.These articles can be used and expanded upon for use in direct mail campaigns to
consumers and featured links on the website. Additional coverage can be gained by emailing
newsletters to interested persons collected via the online mailing list. Newsletters should be
sent out on a monthly basis if possible to keep consumers aware of CW developments. Special high
quality printed newsletters could be direct mailed on a quarterly basis, highlighting new members,
new programs, press releases, etc. Emphasis should be placed on holiday newsletters for Christmas
shopping possibilities.

Online Events Calendar

A continually updated Calendar of Events should be available on the CW website to advertise
tradeshows, crafts fairs, demonstrations and tours. Upcoming events and recent successes can be
highlighted on the home page. Links can be used on this calendar to connect interested parties
with further information and pertinent web pages.

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GOAL 2:
To maintain and further develop business relationships between Catskill manufacturers and
downstate wood/product distributors and secondary manufacturers.

STRATEGIES:
A. Develop collateral copy/design specifically targeted to product distributors, primary and
secondary wood processors.
B. Based on above, develop marketing materials such as brochures, DVD tours
and exhibit presentations.
C. Expand on Directory of Primary and Secondary Wood Producers in the Catskills Region
of New York with online membership and trade show/crafts fair presence.
D. Institute a plan where CW staff contacts and meets with established and future business
relations listed in their directory to give presentations and distribute marketing materials.
E. Keep in touch with established and future business relations via print & email newsletters.

WAYS TO IMPLEMENT:
Develop Targeted Marketing Materials
Using CW brand image and message, write copy and design marketing material targeted to
specific audiences. Material can be written addressing specific issues concerning distributors and
processors.This written copy can be designed around templates set up for brochures, CDs,
presentation flip charts, tabletop displays and banner stands.The design templates will assure
everything is consistent with the brand image.

Expand Directory
Based on the 2006 Directory, and a database created from the Brooklyn Designs Show, CW all
ready has a large list of contacts to pull direct mail as well as email information from.This list can
continually be expanded upon by advertising the online membership application and mailing list sign
up. New contacts can also be established by handing out collateral at trade shows and crafts fairs.

Meet and Greet

CW should schedule personal meetings with distributors, manufacturers, secondary users,
designers, retailers, architects and contractors to give presentations and distribute marketing
materials.These meetings should be planned monthly with as many contacts as possible. A
PowerPoint presentation and a DVD with a video tour could be shown and left behind.

Email Contacts
CW should keep email lists of contacts to send monthly newsletters.The goal is to introduce the
mission of CW and keep it in the minds of business relations and partners. Email newsletters cost
little to produce if based on an existing design template, nothing to distribute and should be a high
level of priority in implementation.

Printed Newsletters/Case Studies

High end printed newsletters and case studies of CW members can be direct mailed to meet &
greet contacts both before and after meetings to highlight the quality of members products.

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V. Proposed Marketing Program
This section will provide detailed descriptions of the marketing strategies and
objectives outlined in section IV, segmented by approach.

CWs Marketing Goals:

1. (Promote) To promote economic viability for Catskill wood-based businesses.
2. (Educate/Promote) To maintain and further develop business relationships
between Catskill manufacturers and downstate wood/product distributors
and secondary manufacturers.

CWs Implementation Strategies by Product:

1. E-Promotion
2. Printed Informational Materials
3. Promotional Advertising
4. Presentation/Exhibit
5. Educational Promotion

CWs Target Markets:

1. Upstate Primary Wood Producers (lumber, pulp/paper, fuel wood)
2. Upstate Secondary Wood Producers (cabinetmakers, furniture makers,
woodcrafters, millworkers, and log home manufacturers)
3. Downstate Fine Wood Furniture retailers and wholesalers
4. Downstate Fine Wood Users (designers/architects, contractors,
cabinet/millworkers)
5. Downstate Lumber Distributors (kiln dried specialty lumber)
6. NYC Consumers

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CWs Implementation Strategies by Product:

1. E-Promotion
Website
Banner Ads
E-newsletters
In todays society the internet is the first place most people look to for information as well as
consumable goods and services.The most important implementation strategy by far is to have
a productive, informative, easily navigable website for CW. A huge amount of information can
be made available on the website. Some additional e-promotion suggestions would include a calendar
of events, mailing list sign up, downloadable informational brochures, searchable database of members
and case studies of successful business partners.

Banner ads are a cost-effective way to both advertise and sell. CW can purchase banner ads on
NY newspapers websites such as the Post and Times as well as local Catskills websites such
as CatskillGuide.com. Banner ads can also be purchased from sites such as MotherEarthNews.com,
theGreenGuide.com and ForestryUSA.com.Trades can be worked out between CW and its
members for corresponding ads & links between sites. CW can also sell/trade advertising on their
website to places such as ABC Carpet and Home, Manhattan Cabinetry and Scott Jordan Furniture.

Using the web and email is also a great way to make and keep connected with members, present
and future partners through email newsletters. Monthly updates can be automatically emailed
to targeted groups.This can be done by CW staff at virtually no cost and is a great way to keep
their message and image in the public eye.

In addition to the brand awareness campaign, setting up and maintaining a web presence should be
the number one priority for CW.

2. Printed Informational Materials

Target Oriented Informational Brochures
Direct Mail Postcards
CW Stationery (letterhead, business cards, envelopes)

Currently CW has almost nothing to hand out or mail to prospective partners, members or
consumers. It is extremely important that CW create professional looking, printed marketing
materials targeted to their prospective audiences. A design template can be created that will
use the brand and keep the look consistent.These brochures can be either direct mailed to
prospective /interested parties or available for download on the website. A template should be
developed for CW letterhead, business cards and envelopes so their image is always
consistent and professional looking.

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3. Promotional Advertising
Ads
Billboards
Signs
Radio
CW should have a variety of artwork on file to send out to newspapers and magazines for
promotional advertising. Ads can be developed to promote various goals; information and website
promotion, educating the public, and promoting festivals are several ideas. COop newspaper inserts
can be developed in coordination with local realtors, utility companies or retailers such as ABC
Carpet and Home, whereby costs and advertising space would be shared. Standard sized ads can
be developed in advance but it is important that CW have a contact, possibly on retainer, to handle
their advertising needs on a continuing basis.

Billboards can be designed to promote the CW message in both the metropolitan market, the
Catskills counties and along the interstates and roads connecting the two. Usually a package deal
can be purchased that can place billboards in all these locations for a span of months.These could
advertise a basic message as well as upcoming festivals and, of course, the website.

A variety of signage should be on file to use at festivals, trade shows, presentations, exhibits and
on busses or cabs. Signs can be used successfully in all these venues to promote and keep CWs
image before its markets. Again, it is important that CW retain a knowledgeable source for
developing and sending artwork on to vendors. Most vendors accept files in digital format,
so all artwork should be available as such.

Radio spots on metropolitan stations as well as Catskills stations can be a good way to promote
the CW message. It may be possible to purchase a radio/newspaper package in several regional
spots since communications organizations often sell in both medias.

A promotional advertising campaign should be well planned since its effectiveness depends on
getting the message out in a timely manner. The goal of this campaign is to get the consumers and
potential partners to recognize the brand.The more venues used and the frequency of their use are
important factors in making the biggest impact on recognition of the brand. Since promotional
advertising can be expensive, it is advised that this part of the implementation strategy not be
undertaken until sufficient funds are available.

4. Presentation/Exhibit
Exhibit/Trade Show booths and graphics
DVD Video Tour
PowerPoint Presentation
Sample Display
Pure Catskills Festival and Sponsorships

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Presently CW has only 2 vinyl banners for use at trade shows. A variety of presentation venues
should be available that can be combined or broken down into components depending on whether
the presentation is a face to face meeting or a trade show. Graphics can be created to fit these
venues targeted for each market CW decides to present to.

A DVD should be produced containing a video, and a tour of the model forests, sawmills,
cabinetmakers, etc., explaining CWs mission and available programs.The DVDs could be sent via
direct mail to metro designers, architects, retailers, etc., and used during presentations as well as
left behind after meeting prospective partners. A PowerPoint presentation can be developed
containing pertinent information targeted to specific markets.

Sample displays of what wood types the Catskills offer could be an impressive tool at individual
presentations as well as trade shows and festivals.

A Pure Catskills Festival should be created in partnership with Pure Catskills, CW members and
retailers/product distributors to celebrate the beauty of the Catskills, spread the CW message
and promote its members. Metro New Yorkers travel to the Catskills every year for vacation and
many own second homes in the area. Bus trips could be organized through one of the tour bus
organizations to bring more consumers in. Members could sell their products and CW could
have an informational booth there to reach this very affluent market. Sponsorships of other
festivals, local sporting events and crafts shows is also recommended.

5. Member Promotion
Networking
Marketing Plan for CW Members

Networking between members and prospective partners should be continued and expanded upon.
The nature of the web makes it possible to easily stay in touch and make contacts.This will be up
to CW staff to take advantage of whatever public avenues are available in which to spread their
message. Keeping in communication with other Catskills organizations can help with funding,
outreach, and promotion.

A marketing plan should be developed for distribution to all CW members on how to use the
CW logo and brand in promotions. Recommendations for signage, logo usage and sample marketing
copy will provide guidelines to help members market their goods and get the most out of their
association with Catskill Woodnet.

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CWs Target Markets:
1. Upstate Primary Wood Producers (lumber, pulp/paper, fuel wood)
Marketing Goal: Promote, Network
Implement Through: Web, Direct Mail, DVD,Trade Shows, Marketing Guide
The goal for this group is to connect them with the very lucrative NYC market.This can be
accomplished by membership and links from the CW website, direct mail brochures and DVD
tours. A membership fee might be proposed to cover costs of maintaining this area of the website.
Benefits of membership in CW such as networking possibilities, marketing advice, funding and
promotional opportunities should be pushed. Promoting this group to a downstate market can be
done through trade show contacts, direct mail brochures and possibly a tour of the producers site
on DVD. Having a marketing guide available to them is a good idea to help them establish and keep
business contacts.

2. Upstate Secondary Wood Producers (cabinetmakers, furniture makers,

woodcrafters, millworkers, log home manufacturers)
Marketing Goal: Educate, Promote
Implement Through: Web, Email, Marketing Guide, Exhibits, Festivals
Again, the goal here is to connect the upstate producers with the retailers, wholesalers and
consumers in the NYC area as well as tourists in the Catskill area. It might be beneficial to set up a
e-commerce site to sell members crafts such as AdirondackCraft.com has.They cover the cost of
this through a commission on sales. Having a centrally located (between NYC and Catskills) gallery
where members items can be exhibited and sold like Maines Sugarwood Gallery could work well.
Emails to these members to generate interest is a good way to let them know possible
opportunities. A marketing guide could be prepared to assist them in their specific goals.There
should also be an interesting and informative exhibit prepared to take to local trade shows and
festivals.

3. Downstate Fine Wood Furniture Retailers & Wholesalers

4. Downstate Fine Wood Users (Designers, Architects, Contractors, Cabinetmakers)
5. Downstate Lumber Distributors (Kiln Dried Specialty Lumber)
Marketing Goal: Education/Outreach
Implement Through: Web, Direct Mail, Email, Presentations/DVD,Trade Shows
Using mailing lists created from the Directory, existing databases, and future mailing list subscribers
pulled from the website, this target has to be educated on the quality wood products available just
hours away from them.The website will have information on CWs mission and the searchable
database of craftspeople and wood products. However, making this target aware of the web
resource will depend on direct mail, email, presentations, DVD tours and trade show exhibits.
Marketing materials can be designed following a template and using copy written to entice this
particular market. Good photography of crafts used on direct mail brochures and email newsletters
and a sample display of Catskill woods brought to personal presentations may be beneficial in
selling/educating this market. Continued attendance at previously visited trade shows with new
marketing material to distribute and new exhibit presentations is recommended. Banner ads and
links on the CW website can be sold/traded to this market.

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6. NYC Consumers
Marketing Goal: Education, Promote Wood Products
Implement Through: Web, Ads, Billboards, Signs, Exhibits, Festivals
With a consumer market of millions, the marketing materials for this target need to reach as broad
a base as possible.The web is a great way to reach the most people with the least expenditure.
Information on the web should be current, detailed and searchable. For the buying public, contact
information, photos and links to all participating CW craftspeople and wood producers should be
made easily available.These consumers will be driven to the site through promotional materials
(ads, billboards, cabs, buses, signs) prominently displaying the web address, emails and links from
other organizations and partner sites. Signs and exhibits at crafts fairs and festivals should be used
to educate about the mission and promote CW wood products.

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VI. Budget & Implementation
Following is an implementation strategy for creating Catskill
Woodnet marketing materials.

Priority 1 - CW Brand/Logo
Create CW logo and brand image in conjunction with Pure Catskills theme.
Proposed Timeline: 4 weeks

Priority 2 - CW Website/E-newsletters/Banner Ad
Create and have online CW complete website with mission statement, history,
programs/tours, database/directory of members, sign up for members and mailing
list, calendar of events, contact information. Email newsletter and banner ad
template can be produced and handed off to CW staff to write and send out.
CW Website: Under Construction by Oxglove
CW E-newsletters
Proposed Timeline: 2 weeks

Priority 3 - Informational Brochures & Support Marketing Materials

Marketing materials should be designed that follow brand image. Contact
information and web address should be prominently displayed along with
mission statement and goals. Photography of members products should
be supplied by CW. Printing costs are not included.
Design brochure, letterhead, envelope and business card
Proposed Timeline: 2 months

Priority 4 - Presentation and Exhibit Design and Procurement

A 8' panel system can be purchased that can be used full size for trade shows and
exhibit purposes.This system can be broken down to a 4' tabletop display for
smaller exhibit and presentation purposes. Design and produce graphics.
Purchase 8' panel system
Proposed Timeline: 2 weeks

Design, Produce, Print and Finish 2 sets of presentation graphics:

Proposed Timeline: 1 month

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Ongoing Priorities
Networking, Update Website, Presentations,Trade Shows, Festivals
Once brand image is created, website is online and marketing materials are produced, these
materials can be used to educate and promote the CW mission in an ongoing manner.

Additional Priorities
When funds are available developing the following items should be researched:
Marketing Guide
Powerpoint Template
Promotional DVD Tour
Direct Mail Target Marketing
Trade Ads
Billboards/Signs
Printed Newsletters
Radio Spots

Implementation Schedule
Following is a 12 month implementation schedule:

January - April 2007

By the end of April, CW website should be online and CW logo, e-newsletter and banner ad
template should be ready to use.
May - June 2007
By the end of May, the first E-newsletter should be written and sent out, and the first of a
series of banner ads should placed. Panel system for presentations should be purchased.
Research trade show/crafts fair opportunities and set up schedule for end of year
through 2008. Begin setting up appointments for presentations to present and future partners.
Research/networking should be started on Pure Catskills festival.
April - July 2007
By the end of July, all marketing materials (brochure, letterhead, business card, envelope) should
be designed and printed. Put electronic version of brochure online. Continue with E-newsletters
and banner ads. Follow up any leads.
July 2007
Trade show and presentation graphics should be ready to use by the end of July.Trade show and
presentation schedule should be established and begun.
September - December 2007
Continue with email newsletters, banner ads, trade show and personal presentations,
updates for web.
January 2008
Review marketing campaign to date for successes/challenges.

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Catskill Woodnet
Marketing Action Plan Summary
Within the pages of this, the Catskill Woodnet Marketing Action Plan, weve suggested strategies
as well as provided specific ideas on how to promote Catskill Woodnet and its members products.
This plan only covers a year but should be evaluated every year to assess successes and failures.
Successful plans require implementation.We hope you'll consider us when you begin these projects.

Pear Creative Group

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