PRSA Portland Metro Chapter

Case Study: CMD


Feb 15


Award-winning case study for integrated communications

The manufacturer of hardwood plywood panels, Timber Products Company, looked to expand its market reach by leveraging its content and increase the number of leads in its sales funnel. The company turned to CMD to help develop a strategy to reach a wider audience.

CMD developed a plan to utilize content to “fishing where the fish are” based on conducted research. The integration of media property via paid and content engagements with the control of content flow ensured the delivery of key messages at strategic times.

After four quarters of activity, CMD’s Woodworking Network Campaign on behalf of Timber Products Company, resulted in favorable results. The results included 3.6 million impressions via portal, banner and email blasts with 37,000 clicks. In addition, leads increased by 70 percent over the past year.

Timber Products Company used content in its marketing efforts for several years to raise brand recognition, educate customers, and customers’ customers on industry topics. CMD delivered pioneering content by “fishing where the fish are.”

CMD received a Spotlight Award in 2014 for this campaign. The call for entries for the 2015 Spotlight Awards will open this summer.  

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