Norbord Thank a Framer

Atlanta Real Estate Forum congratulates Norbord Inc. for winning a Gold OBIE in the Best Marketing Campaign/Promotion – Associate – Budget over $10,000 category. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.

The “Thank A Framer” marketing campaign turns the spotlight on the unsung hero of American construction—the framer. Norbord wanted to show framers appreciation for the hard work they do in building our homes and infrastructure.

The campaign was launched with a bespoke website,, where visitors can view the video, enter the contest with an opportunity to win over $50,000 in prizes, and visit our Facebook social media page, our YouTube channel and Instagram page. The campaign exceeded the target of 1 million views with 2,051,909 views and a reach of 7,499,510 in just four months. This is especially noteworthy as the construction industry isn’t traditionally a digital one.

With over 200,000 vacant construction jobs, the framing industry is facing a crisis and the second focus of the campaign was to inspire the next generation of men and women to take up their framing tools. To that end, the campaign donated $1,100,000 to building associations. Norbord is now working with them to train framers to fill these positions and usher in a new wave of development and help with rebuilding efforts following the hurricanes in Texas and Florida. Norbord needed to engage the audience and the campaign had over 337,946 interactions and drove traffic to the building association sites. This has sparked unprecedented interest in framing as an occupation leading to home building associations working with local schools to reintroduce vocational training.

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The Greater Atlanta Home Builders Association’s OBIE Awards celebrates its 38th anniversary in 2018. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit Make sure to like, share and comment on this story.