Wood Window Alliance builds on success

17 May 2014

The WWA is stepping up a gear this year, with advertising campaigns aimed at homeowners and specifiers. Chairman Sean Parnaby explains

We set up the Wood Window Alliance in 2007 with one objective: to increase timber's share of the windows market. And so far we've succeeded: wood and wood composite's sterling share of the housing windows market has gone from 18% in 2007 to 26% in 2012 (source: Palmer Research). Our success is based on campaigns with real content, raising standards through stringent membership criteria and supporting our claims with industry-leading research.

For the past three years we have pursued two strategies: supporting the home improvement side of our members' businesses through a PR campaign based on home makeovers, with designer Naomi Cleaver; and supporting the specifier side with authoritative service life, whole life cost and life cycle assessment evidence through Heriot Watt University.

This year we are aiming advertising campaigns at our two main target audiences: homeowners and specifiers.

The homeowner campaign will reach over 3 million adults, targeting those who are prepared to pay a little more for better quality. We have taken space in contemporary home interest magazines, such as Grand Designs, and period style magazines, such as Period Living.

We also want to get a response, which will feed back through our website to provide good leads for our members. To reach a big audience we will run a series of smaller adverts in the home interest sections of the nationals, such as the Times Magazine. We will also build our online presence through advertising on websites and using newswire emails.

The specifier campaign is designed to ensure the A+ rating for Wood Window Alliance timber and alu-clad composite timber windows in BRE's Green Guide is recognised. This will give further impetus to the trend, already seen with groups such as LHC, of specifying the Wood Window Alliance by name.

Other activites include sub-committees working on issues raised by the membership, such as supporting them with Environmental Product Declarations and BIM. And, as we're now part of the BWF, we are able to offer a wide range of management and technical services.

Sean Parnaby