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To champion the value of wood products and systems, the CWC delivered strategic communications and outreach initiatives that build market confidence, strengthen industry visibility, and support informed decision-making across the design and construction sector. Through targeted data-informed communications we promoted the environmental, technical, and economic benefits of Canadian wood products while engaging with key decision-makers across the design, construction, policy and public spheres.
The WoodWorks National Partnership Program expanded in 2025, serving as the leading platform for industry collaboration, while a strategic partnership with Informa expanded the reach of WoodWorks programming and activations at The Buildings Show in Toronto and BUILDEX Vancouver. Other targeted collaborations similarly enabled CWC and WoodWorks to engage partner networks and connect with new, complementary audiences, extending the organization's reach and amplifying the impact of its communications and market development activities.
Audience growth across all channels strengthened CWC’s ability to connect with architects, engineers, developers, builders, educators, and other industry stakeholders. Through industry engagement, knowledge-sharing, and recognition programs, CWC expanded its reach, showcased innovation and excellence in wood construction, and supported greater adoption of wood products and systems. The following initiatives demonstrate the impact of this work in 2025:
In 2025, CWC strengthened its digital ecosystem through the ongoing development of the Digital Resource Hub, bringing together technical resources, project inspiration, software tools, publications, and education under a unified national platform for both the Canadian Wood Council and WoodWorks brands.
The platform recorded 353,854 total page views and engaged 168,548 active users, reflecting growth in visibility, audience reach, and industry engagement. Our highest-performing sections are WoodWorks Software, Design Tools, and the Publications Archive.
Publication downloads were significant , with 25,467 total file downloads in 2025. Top performers were Low-Rise Commercial Construction in Wood, Mass Timber Business Case Studies, and Guide to Encapsulated Mass Timber Construction in the Ontario Building Code.
The WoodWorks Innovation Network (WIN) Canada remained an important component of CWC’s digital strategy, showcasing leading Canadian wood projects to audiences across North America. In 2025, 21 new Canadian projects were added to the platform, generating 25,239 page views over the year. Since launch, WIN Canada has grown to 81 published project profiles with a cumulative 284,111 page views. The platform’s is a valuable business-to-business engagement and project promotion tool.
Looking ahead, the next phase of platform development will focus on enhancements to site performance, infrastructure reliability, and overall user experience. Planned improvements will also strengthen WoodWorks and WoodWorks Software integration and branding, while expanding French-language translation and localization efforts to ensure the platform remains accessible, modern, and responsive to the evolving needs of the organization and Canada’s wood construction community.
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In 2025, the CWC’s Wood Design & Building Awards program celebrated its 40thanniversary. It remains one of CWC’s most effective platforms for publicly promoting excellence in wood and maintaining CWC’s position as an authority on wood architecture and construction.
The program attracted 140 submissions from Canada and around the world, with 38 projects recognized across national, regional, and sponsored award categories. 2025 marked the 2ndyear the ON, BC and AB regional awards were delivered under the national umbrella, a successful integration that has improved efficiency and coordination.
Beyond recognition, the program generates significant value by collecting high-quality content for Wood Design & Building magazine, the Wood Innovation Network (WIN), digital communications, and media outreach, while strengthening relationships with architects, engineers, developers, manufacturers, and other industry stakeholders. The program also contributes valuable revenue through industry sponsorships and submission fees.
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In its first full year as a digital-only publication, Wood Design & Building magazine grew as a strategic communications and knowledge-sharing platform for the CWC, WoodWorks, and the broader wood construction industry. The magazine expanded to a six-issue annual publishing schedule, increasing the frequency of industry engagement while creating greater flexibility to integrate timely links to technical tools, publications, webinars, and supplemental resources.
The magazine highlighted a wide range of wood-related content, including mass timber fire test results, Wood Design Award-winning projects, alternative solutions guidance, building case studies, and CWC’s digital tools such as the Effective-R calculator. The publication also provided valuable opportunities for National WoodWorks partners through technical articles, advertisements, and sponsored content. In December, the magazine marked a significant milestone with the publication of its 100th issue.
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In 2025, the CWC’s social media presence grew across key platforms, strengthening CWC’s role as a national voice for the wood products industry, facilitator of wood construction and catalyst for industry engagement. Total followers across all channels reached 19,647, representing a 14.22% increase year over year.
LinkedIn remains CWC’s strongest and most influential platform. The primary CWC LinkedIn account grew to 12,184 followers, reflecting continued interest in technical resources, industry news, advocacy initiatives, and event promotion. The WoodWorks LinkedIn page also saw gains, reaching 3,774 followers by year end—a 37.54% increase over 2024—demonstrating sustained demand for program-specific content and regional engagement.
Instagram had modest gains, growing to 1,103 followers, while X (formerly Twitter) remained a valuable channel for industry updates and real-time communication with a stable audience of 2,586 followers.
CWC’s social media strategy delivered timely, platform-specific content that supported education, awareness, and engagement across the wood construction sector. Increased emphasis on video, event promotion, and industry storytelling contributed to stronger visibility and audience interaction across channels.
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+14.22% year over year
total followers
CWC significantly expanded the scale and reach of its email marketing this year, delivering 2,573,271 emails that generated strong engagement, achieving an 18,3% open rate and a 3% click through rate across all campaigns. Performance was supported by continued improvements in audience segmentation, content relevance, visual consistency, and targeted calls to action.
By year end, the CWC’s CASL compliant subscriber list had grown to 20,506 contacts, while the Wood Design & Building audience reached 16,886 subscribers.
Increased frequency, expanded promotional activity, and broader targeting helped position email marketing as one of CWC’s most effective communications channels, driving downloads, event registration, and industry engagement.
Looking ahead, future efforts will continue to focus on audience growth, improved personalization, and the development of content strategies that better engage emerging professionals and new audiences.
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To champion the value of wood products and systems, the CWC delivered strategic communications and outreach initiatives that build market confidence, strengthen industry visibility, and support informed decision-making across the design and construction sector. Through targeted data-informed communications we promoted the environmental, technical, and economic benefits of Canadian wood products while engaging with key decision-makers across the design, construction, policy and public spheres.
The WoodWorks National Partnership Program expanded in 2025, serving as the leading platform for industry collaboration, while a strategic partnership with Informa expanded the reach of WoodWorks programming and activations at The Buildings Show in Toronto and BUILDEX Vancouver. Other targeted collaborations similarly enabled CWC and WoodWorks to engage partner networks and connect with new, complementary audiences, extending the organization's reach and amplifying the impact of its communications and market development activities.
Audience growth across all channels strengthened CWC’s ability to connect with architects, engineers, developers, builders, educators, and other industry stakeholders. Through industry engagement, knowledge-sharing, and recognition programs, CWC expanded its reach, showcased innovation and excellence in wood construction, and supported greater adoption of wood products and systems. The following initiatives demonstrate the impact of this work in 2025:
In 2025, CWC strengthened its digital ecosystem through the ongoing development of the Digital Resource Hub, bringing together technical resources, project inspiration, software tools, publications, and education under a unified national platform for both the Canadian Wood Council and WoodWorks brands.
The platform recorded 353,854 total page views and engaged 168,548 active users, reflecting growth in visibility, audience reach, and industry engagement. Our highest-performing sections are WoodWorks Software, Design Tools, and the Publications Archive.
Publication downloads were significant , with 25,467 total file downloads in 2025. Top performers were Low-Rise Commercial Construction in Wood, Mass Timber Business Case Studies, and Guide to Encapsulated Mass Timber Construction in the Ontario Building Code.
The WoodWorks Innovation Network (WIN) Canada remained an important component of CWC’s digital strategy, showcasing leading Canadian wood projects to audiences across North America. In 2025, 21 new Canadian projects were added to the platform, generating 25,239 page views over the year. Since launch, WIN Canada has grown to 81 published project profiles with a cumulative 284,111 page views. The platform’s is a valuable business-to-business engagement and project promotion tool.
Looking ahead, the next phase of platform development will focus on enhancements to site performance, infrastructure reliability, and overall user experience. Planned improvements will also strengthen WoodWorks and WoodWorks Software integration and branding, while expanding French-language translation and localization efforts to ensure the platform remains accessible, modern, and responsive to the evolving needs of the organization and Canada’s wood construction community.
In 2025, the CWC’s Wood Design & Building Awards program celebrated its 40thanniversary. It remains one of CWC’s most effective platforms for publicly promoting excellence in wood and maintaining CWC’s position as an authority on wood architecture and construction.
The program attracted 140 submissions from Canada and around the world, with 38 projects recognized across national, regional, and sponsored award categories. 2025 marked the 2ndyear the ON, BC and AB regional awards were delivered under the national umbrella, a successful integration that has improved efficiency and coordination.
Beyond recognition, the program generates significant value by collecting high-quality content for Wood Design & Building magazine, the Wood Innovation Network (WIN), digital communications, and media outreach, while strengthening relationships with architects, engineers, developers, manufacturers, and other industry stakeholders. The program also contributes valuable revenue through industry sponsorships and submission fees.
In its first full year as a digital-only publication, Wood Design & Building magazine grew as a strategic communications and knowledge-sharing platform for the CWC, WoodWorks, and the broader wood construction industry. The magazine expanded to a six-issue annual publishing schedule, increasing the frequency of industry engagement while creating greater flexibility to integrate timely links to technical tools, publications, webinars, and supplemental resources.
The magazine highlighted a wide range of wood-related content, including mass timber fire test results, Wood Design Award-winning projects, alternative solutions guidance, building case studies, and CWC’s digital tools such as the Effective-R calculator. The publication also provided valuable opportunities for National WoodWorks partners through technical articles, advertisements, and sponsored content. In December, the magazine marked a significant milestone with the publication of its 100th issue.
In 2025, the CWC’s social media presence grew across key platforms, strengthening CWC’s role as a national voice for the wood products industry, facilitator of wood construction and catalyst for industry engagement. Total followers across all channels reached 19,647, representing a 14.22% increase year over year.
LinkedIn remains CWC’s strongest and most influential platform. The primary CWC LinkedIn account grew to 12,184 followers, reflecting continued interest in technical resources, industry news, advocacy initiatives, and event promotion. The WoodWorks LinkedIn page also saw gains, reaching 3,774 followers by year end—a 37.54% increase over 2024—demonstrating sustained demand for program-specific content and regional engagement.
Instagram had modest gains, growing to 1,103 followers, while X (formerly Twitter) remained a valuable channel for industry updates and real-time communication with a stable audience of 2,586 followers.
CWC’s social media strategy delivered timely, platform-specific content that supported education, awareness, and engagement across the wood construction sector. Increased emphasis on video, event promotion, and industry storytelling contributed to stronger visibility and audience interaction across channels.
+14.22% year over year
total followers
CWC significantly expanded the scale and reach of its email marketing this year, delivering 2,573,271 emails that generated strong engagement, achieving an 18,3% open rate and a 3% click through rate across all campaigns. Performance was supported by continued improvements in audience segmentation, content relevance, visual consistency, and targeted calls to action.
By year end, the CWC’s CASL compliant subscriber list had grown to 20,506 contacts, while the Wood Design & Building audience reached 16,886 subscribers.
Increased frequency, expanded promotional activity, and broader targeting helped position email marketing as one of CWC’s most effective communications channels, driving downloads, event registration, and industry engagement.
Looking ahead, future efforts will continue to focus on audience growth, improved personalization, and the development of content strategies that better engage emerging professionals and new audiences.
