Middle Tennessee Lumber

Middle Tennessee Lumber (MTL) stands as one of the most diversified hardwood companies milling and shipping Appalachian hardwood lumber, flooring, and moldings across the US.

When MTL sought to initiate a promotional campaign for their Walking Horse Plank sub-brand (their direct-market entity for wood flooring products) the objective was clear: learn more about the contractors and installers, get them talking about the product, and ultimately elevate the brand and expand market share.

The result was the creation of the Walking Horse Golden Plank—a Wonka-esque golden ticket hidden in select packages of flooring. Discoverers of these limited-edition tickets were invited to participate in an online survey, allowing MTL to gain valuable insights into user experiences with their flooring. As a token of appreciation, participants were rewarded with useful tradesman tools.

The two-foot-wide planks were meticulously crafted on kraft brown, woodgrain-embossed Gmund stock, adorned with edge-to-edge gold and black foils. The black-foiled areas were further embossed to emphasize text and add dimensional depth to the piece. Each plank received a unique identifier, allowing lucky recipients to authenticate their Golden Planks.

Beyond the substantial returns garnered from the promotion, the Walking Horse Golden Plank received acclaim by winning a Silver ADDY for Direct Marketing at the 2017 Nashville American Advertising Awards, further highlighting the campaign's creativity and effectiveness.

In the lead-up to the annual National Wood Flooring Association (NWFA) Expo, MTL approached us for a promotional t-shirt and a fresh take on their existing contractor handout. The goal was to create something craftsmen would want to hang onto and actually use. As a solution, we conceived "A Floor Man's Expert Field Guide": a pocket-friendly handbook packed with essential reference materials, including sanding sequences, humidity charts, acclimation processes, and more. The guide featured ruled and gridded pages for contractor notes and drawings, along with a calendar to help track flooring schedules. The response was overwhelmingly positive, not only during the expo but afterwards as well. Due to popular demand, MTL reprinted the guide by the thousands, extending its impact and solidifying their brand reach.