TRADA is launching an initiative that will revolutionise its relationship with its members and the way it builds markets for timber.
The changes have been born from necessity, TRADA chairman Geoff Shaw told the AGM on July 4. “Membership continues to be under pressure from industry consolidation and it was clear that a thorough overhaul of our roles and objectives was essential,” he said. “Above all, TRADA has to be more vocal and influential.”
The organisation’s key objective, he said, remained being the centre of excellence for timber knowledge and information. It aims to achieve this through being more proactive in influencing all specifiers to use timber as the preferred building material.
It intends to raise brand awareness, establish a dynamic and evolving knowledge centre, carry out relevant R&D, expand its support services, develop partnerships with kindred organisations and significantly expand its professional membership.
The latter objective has already had a kick-start with the appointment of two influential specifiers, Michael Dickson from Buro Happold and Peter Clegg from Feilden Clegg Bradley Architects, to the TRADA board.
The prognosis was good, Mr Shaw said. “TRADA has an exciting future provided it relates to the evolving market, accepts attitudinal and structural change, increases investment and expenditure, places greater emphasis on knowledge and information and fully embraces modern technology.”
TRADA Technology managing director Andrew Abbott took up the theme. The drive to do things differently was in line with the Egan Construction Task Force recommendations, he said. “On the building site it’s more evolution than revolution. But that’s going to accelerate and we intend to be ahead of the changes.”
TRADA has devised a two-pronged approach to achieving it goals. It is investing in marketing and investing in IT to enhance the competitiveness of timber and the performance of members’ businesses.
The ‘big gun’ of TRADA’s revolution is its new website, askTRADA, which will go live in October. It will become “the place for information on timber” and, as such, will benefit both members seeking support information and specifiers.
TRADA has developed the website with the NetConstruct Group Ltd, a web development company that specialises in construction. Its managing director David Bentley explained to members that askTRADA would deliver substantial extra services.
These will include an archive of reports, specification clauses, a guide to timber species, a software facility offering design formulae, a ‘training’ facility to enable specifiers to pursue their continuous professional development, a suppliers’ directory and directors’ briefings, providing information on industry requirements.
While some access will be members only, other areas will be free or ‘paid-for’ services.
TRADA’s new marketing strategy has been devised in collaboration with the Teamwork Group. “Marketing is crucially important to everything that TRADA does,” said Mr Abbott, “and many of the marketing-related activities will also promote timber as a modern construction material (in collaboration with leading industry partners), showcase new and innovative uses for timber and work with corporate members to promote their goods and services via links through the internet.”
Teamwork’s joint managing director John Clark said that although TRADA’s membership had declined through industry consolidation it was still in a positive position.
A survey showed that 89% of non-members knew of the organisation’s existence and 85% saw it in a positive light; 48% of those surveyed used TRADA’s services.
The challenge now was to encourage those potential members to join. Teamwork will employ a direct marketing approach and architects, engineers and surveyors will be top of the list.
Reduce, reuse, recycle
TRADA Technology consultant Stan Terry challenged members with some alarming data regarding recycling.
Mr Terry was involved with a TRADA research project for the Timber Recycling Information Centre which produced a report ‘Turning a blind eye’ and website giving guidance on waste management.
The report’s conclusion, he said, was that most wood residue – around 500,000 tonnes or £40m-worth a year – ends up in landfill and incurs extra costs.
Mr Terry said: “Sustainability is perceived by many as being a threat to profit… but long-term business benefits will accrue to those companies which respond positively to the increasing market and regulatory pressures.”
However, he added, 62% of those companies surveyed said they do not monitor their waste production costs.
“It’s a financial time bomb,” warned Mr Terry, adding that companies could add 4% to the bottom line by reusing or recycling wood residues.
Making a better future
Dr Tony Kendle, director of the Eden Foundation, the research and development arm of the Eden Project, told members how, through partnering the project, TRADA had provided invaluable support.
One of the Eden Project’s aims, he said, was to explore the concept of what makes a better future.
“We see our core research programme over the next 10-20 years as identifying and exploring the barriers to understanding and engagement that people have and developing new and innovative approaches for breaking these barriers down. We build on this core capacity through partnerships with a wide range of organisations that help to provide a lead and expertise in different facets.”
