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Communication Researchers

Welcome to SeattleWelcome to Seattle

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Simplified Weyerhaeuser Simplified Weyerhaeuser Communications OrganizationCommunications Organization

Corporate Communications

Public Relations Operations Media & FinancialCommunications

Regional Communications

Mktg. Comm.

Corp. Identity

MSH Visitor Center

Employee Comm.

Business Unit PR

Admin. Support PR

Media Relations

Financial Comm.

Web Site

Western U.S.

Southeastern U.S.

Canada

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Group Mission StatementGroup Mission Statement

The Communications Team at Weyerhaeuser:The Communications Team at Weyerhaeuser:

• Protects our public license to operateProtects our public license to operate

• Positions Weyerhaeuser as an employer of choicePositions Weyerhaeuser as an employer of choice

• Builds understanding for overall company directionBuilds understanding for overall company direction

• Protects and enhances profit and shareholder valueProtects and enhances profit and shareholder value

• Protects and enhances Weyerhaeuser’s brand and increases the Protects and enhances Weyerhaeuser’s brand and increases the public’s preference for all forest products.public’s preference for all forest products.

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Our Plan to Stand Out from the CompetitionOur Plan to Stand Out from the Competition

““Positioning” tactics were implemented, including:Positioning” tactics were implemented, including:

• Reputation advertisingReputation advertising

• Web Site DevelopmentWeb Site Development (64% of Internet users arrived at sites by direct navigation, (64% of Internet users arrived at sites by direct navigation, compared to 53% in 2002 and 48% in 2001)compared to 53% in 2002 and 48% in 2001) (1) (1)

• National and international philanthropic partnershipsNational and international philanthropic partnerships

• Executive speaker’s programExecutive speaker’s program

• Earned media plansEarned media plans

• Employee business knowledgeEmployee business knowledge

• Expanded VIP toursExpanded VIP tours

• Employee placement on strategic boardsEmployee placement on strategic boards

• Partnership projects with government or regulatory agenciesPartnership projects with government or regulatory agencies

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U.S. Forest Service – 2002-2003U.S. Forest Service – 2002-2003

699806 743

655786

1011 1048

853 870

1354

337

532611 553

628

797

973

2311

1674

11681237

741628

709692

481580

744

889 882

1129

962

804

656718

604

0

500

1,000

1,500

2,000

2,500

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Num

ber o

f Sto

ries

2003 2002 2001Source: Lexis/Nexis

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Content Analysis – U.S. Forest ServiceContent Analysis – U.S. Forest Service

Fire Danger20%

Fire Prevention11%

Replanting Forests4%

Recreation10%

Forest Conservation6%

Wildlife Biology2%

Land Use Issues2%

Wildfires33%

Crime2%

Search & Rescue8%

Logging2%

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Media Bombardment – Cutting Through Media Bombardment – Cutting Through the Noisethe Noise News 24/7News 24/7

• CNN, CNBC, Fox, Sky News, MSNBC, BBC World ServiceCNN, CNBC, Fox, Sky News, MSNBC, BBC World Service

• Al Jeezera, CCTV, 24 hour news on new satellite radio channelsAl Jeezera, CCTV, 24 hour news on new satellite radio channels

• The Internet – Always on, always on demand; Yahoo News, Bloomberg, The Internet – Always on, always on demand; Yahoo News, Bloomberg, Reuters, Dow Jones, Associated Press Online.Reuters, Dow Jones, Associated Press Online.

45,000 books published annually in the U.S.45,000 books published annually in the U.S.

20 million tons of newsprint; 188 pounds of newsprint per person20 million tons of newsprint; 188 pounds of newsprint per person

Sunday New York Times = 500,000 words (28 hours to read)Sunday New York Times = 500,000 words (28 hours to read)

98 percent of homes in U.S. have television98 percent of homes in U.S. have television

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96 percent of television households receive 4+ channels.96 percent of television households receive 4+ channels.

Americans average 7 hours and 22 minutes of TV per day.Americans average 7 hours and 22 minutes of TV per day.

More than 51 hours of television watched per week.More than 51 hours of television watched per week.

Businesses have 324 billion documents on file.Businesses have 324 billion documents on file.

Pentagon photocopiers = seven million pages per day.Pentagon photocopiers = seven million pages per day.

8 oz. package of cereal = 1,268 words of copy8 oz. package of cereal = 1,268 words of copy

Congress passes 500 laws per year.Congress passes 500 laws per year.

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Regulatory agencies promulgate 10,000 new rules and Regulatory agencies promulgate 10,000 new rules and regulations per year.regulations per year.

Code of Federal Regulations = 80,000 + pagesCode of Federal Regulations = 80,000 + pages

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The InternetThe Internet Nearly 200 million Nearly 200 million

known sites.known sites.

3.3 billion web 3.3 billion web pages.pages.

Other estimates at Other estimates at 420 million.420 million.

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The InternetThe Internet 171,638,297 known sites. 171,638,297 known sites.

272 million users per month.272 million users per month.

Average time online=24.1 Average time online=24.1 hours per month.hours per month.

Average duration of web pages Average duration of web pages viewed: 48 seconds.viewed: 48 seconds.

Average number of pages Average number of pages viewed per month per person = viewed per month per person = 33.33.

0

20

40

60

80

100

120

140

160

180

200

93 94 95 96 97 98 99 00 01 02 03

Mill

ions

of R

egis

tere

d D

omai

ns

Source: CyberAtlas

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15

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Weyerhaeuser Technology GroupWeyerhaeuser Technology Group

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One-Company R&D Organization ConceptOne-Company R&D Organization Concept

P . F arn umV P R e se arch & D e ve lo pm e ntF o re s try a n d R a w M a te ria ls

H . M o n treyV P R e se arch & D e ve lo pm e ntW o od P ro d uc ts S e cto r L e ad

D e n n y H u n te rV P Te ch no lo gy

P P P S e cto r L e ad

G . W eye rh ae u serC h ie f Te ch no lo g y O ffice r

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Weyerhaeuser Technology CenterWeyerhaeuser Technology Center

•450,000 sq. ft. (10 acres or 4 hectares) 450,000 sq. ft. (10 acres or 4 hectares) •900 scientists, engineers, technicians and staff900 scientists, engineers, technicians and staff

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Weyerhaeuser Forestry ResearchWeyerhaeuser Forestry Research

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Weyerhaeuser Weyerhaeuser Forestry and Raw Materials ResearchForestry and Raw Materials Research Team of scientists, foresters and technicians (130 employees)Team of scientists, foresters and technicians (130 employees)

• Partner with operating units to achieve business goalsPartner with operating units to achieve business goals

• All environmental research is cooperativeAll environmental research is cooperative

Field station conceptField station concept

Southern Southern Forestry Forestry ResearchResearch

Western Western TimberlandsTimberlandsResearchResearch

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Research DisciplinesResearch Disciplines

Forest healthForest health

Wildlife, fish biology, Wildlife, fish biology, hydrology, geologyhydrology, geology

Silviculture, Wood qualitySilviculture, Wood quality

Raw material impactsRaw material impacts

Soil managementSoil management

Nursery and regenerationNursery and regeneration

Tree improvementTree improvement

BiotechnologyBiotechnology

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Weyerhaeuser Managed ForestsWeyerhaeuser Managed Forests

U.S.: 7.4 million acres U.S.: 7.4 million acres (mostly owned, some leased)(mostly owned, some leased)

Canada: 32.2 million acresCanada: 32.2 million acres(mostly provincial license, (mostly provincial license, some owned)some owned)

International - Uruguay, New International - Uruguay, New Zealand, Australia Zealand, Australia 520,000 acres 520,000 acres (joint ventures)(joint ventures)

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Significant MilestonesSignificant Milestones1940s 1940s Growth and yield studiesGrowth and yield studies

1950s 1950s Soil surveys; Soil surveys; First loblolly seed orchardFirst loblolly seed orchard

1960s 1960s First Douglas-fir seed orchardFirst Douglas-fir seed orchard and genetic research;and genetic research;

Develop High Yield ForestryDevelop High Yield Forestry

1970s 1970s Implement High Yield Forestry;Implement High Yield Forestry;Environmental Science ResearchEnvironmental Science Research

1990s 1990s Environmental ForestryEnvironmental Forestry

2000+ Forest Biotechnology2000+ Forest Biotechnology

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Forest Biotechnology (Embryogenesis Forest Biotechnology (Embryogenesis and Manufactured Seed)and Manufactured Seed)

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Thank You & Enjoy Our Part of the CountryThank You & Enjoy Our Part of the Country

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