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Welcome to Seattle

Welcome to Seattle. Communication Researchers. Simplified Weyerhaeuser Communications Organization. Group Mission Statement. The Communications Team at Weyerhaeuser: Protects our public license to operate Positions Weyerhaeuser as an employer of choice

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Welcome to Seattle

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  1. Welcome to Seattle Communication Researchers

  2. Simplified Weyerhaeuser Communications Organization

  3. Group Mission Statement • The Communications Team at Weyerhaeuser: • Protects our public license to operate • Positions Weyerhaeuser as an employer of choice • Builds understanding for overall company direction • Protects and enhances profit and shareholder value • Protects and enhances Weyerhaeuser’s brand and increases the public’s preference for all forest products.

  4. Our Plan to Stand Out from the Competition • “Positioning” tactics were implemented, including: • Reputation advertising • Web Site Development(64% of Internet users arrived at sites by direct navigation, compared to 53% in 2002 and 48% in 2001) (1) • National and international philanthropic partnerships • Executive speaker’s program • Earned media plans • Employee business knowledge • Expanded VIP tours • Employee placement on strategic boards • Partnership projects with government or regulatory agencies

  5. U.S. Forest Service – 2002-2003 Source: Lexis/Nexis

  6. Content Analysis – U.S. Forest Service

  7. Media Bombardment – Cutting Through the Noise • News 24/7 • CNN, CNBC, Fox, Sky News, MSNBC, BBC World Service • Al Jeezera, CCTV, 24 hour news on new satellite radio channels • The Internet – Always on, always on demand; Yahoo News, Bloomberg, Reuters, Dow Jones, Associated Press Online. • 45,000 books published annually in the U.S. • 20 million tons of newsprint; 188 pounds of newsprint per person • Sunday New York Times = 500,000 words (28 hours to read) • 98 percent of homes in U.S. have television

  8. 96 percent of television households receive 4+ channels. • Americans average 7 hours and 22 minutes of TV per day. • More than 51 hours of television watched per week. • Businesses have 324 billion documents on file. • Pentagon photocopiers = seven million pages per day. • 8 oz. package of cereal = 1,268 words of copy • Congress passes 500 laws per year.

  9. Regulatory agencies promulgate 10,000 new rules and regulations per year. • Code of Federal Regulations = 80,000 + pages

  10. The Internet • Nearly 200 million known sites. • 3.3 billion web pages. • Other estimates at 420 million.

  11. The Internet • 171,638,297 known sites. • 272 million users per month. • Average time online=24.1 hours per month. • Average duration of web pages viewed: 48 seconds. • Average number of pages viewed per month per person = 33. Source: CyberAtlas

  12. Weyerhaeuser Technology Group

  13. One-Company R&D Organization Concept

  14. Weyerhaeuser Technology Center • 450,000 sq. ft. (10 acres or 4 hectares) • 900 scientists, engineers, technicians and staff

  15. Weyerhaeuser Forestry Research

  16. Western TimberlandsResearch Southern Forestry Research Weyerhaeuser Forestry and Raw Materials Research • Team of scientists, foresters and technicians (130 employees) • Partner with operating units to achieve business goals • All environmental research is cooperative • Field station concept

  17. Research Disciplines • Forest health • Wildlife, fish biology, hydrology, geology • Silviculture, Wood quality • Raw material impacts • Soil management • Nursery and regeneration • Tree improvement • Biotechnology

  18. Weyerhaeuser Managed Forests • U.S.: 7.4 million acres (mostly owned, some leased) • Canada: 32.2 million acres(mostly provincial license, some owned) • International - Uruguay, New Zealand, Australia 520,000 acres (joint ventures)

  19. 1940s Growth and yield studies 1950s Soil surveys; First loblolly seed orchard 1960s First Douglas-fir seed orchard and genetic research; Develop High Yield Forestry 1970s Implement High Yield Forestry; Environmental Science Research 1990s Environmental Forestry 2000+ Forest Biotechnology Significant Milestones

  20. Forest Biotechnology (Embryogenesis and Manufactured Seed)

  21. Thank You & Enjoy Our Part of the Country

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