Challenge
Political turbulence on a number of issues surrounded Weyerhaeuser Company in the 1990's. Perceptions about clear cutting, log exports, old growth logging, the endangered spotted owl and stewardship of natural resources were conspiring to undercut the reputation of the industry in general and Weyerhaeuser in particular. There was a real danger that this situation could lead to new and costly government restrictions on how the company operated.
 
Public opinion research conducted by Gogerty Stark Marriott, revealed that the company's positioning as 'The Tree-Growing Company' was not helping shore up public support. Facts and data about the company's operations did not have a favorable impact and there was a real issue with credibility. Advertising, which then focused on the company's replanting programs and forest stewardship, had no impact on the public opinion.
 
Approach
In extensive further research, we discovered that recycling, a relatively unknown area of the company's business did intersect with public values. People were amazed to discover that the company was the country's largest recycler of wood and paper products. This information led focus group participants to reexamine their impressions of the company and to decide that it did in fact share their values related to natural resources.
 
Gogerty Stark Marriott supervised the development of television and print advertising focusing on Weyerhaeuser's recycling programs and encouraging the public to recycle. The ads were run with significant frequency in Washington and Oregon.
 
Results
Tracking research showed that the ads had a substantial favorable impact on public opinion of the company. The general feelings of the public improved, especially among those who remembered seeing the ads. This repositioning remains in effect to this day. Because of this - combined with a general change in the issue climate - Weyerhaeuser avoided the threat of further government restrictions.