Investing in the Future of Real Christmas Trees:
Join the PNWCTA Marketing Campaign

 Reclaiming Market Share Through Data-Driven Local Promotion

MAKE A CONTRIBUTION

Why This Matters
Over the past decade, real Christmas tree growers have seen a slow but significant erosion in market share — as much as 2% per year, according to growers. If that trend continues unchecked, the collective losses are staggering.

That’s why, in 2024, nine major Pacific Northwest growers, in partnership with the Pacific Northwest Christmas Tree Association (PNWCTA), launched a powerful new initiative: a two-year marketing pilot funded in part by a $173,000 Specialty Crop Block Grant awarded by the Oregon Department of Agriculture, with additional private contributions from growers.

This campaign was designed not just to raise awareness — but to test, measure, and prove that localized, targeted digital marketing can impact real sales of real Christmas trees.

Campaign Objectives
The goals of the program are ambitious, yet highly focused:

  • Combat declining market demand for real Christmas trees.
  • Test targeted digital ads with messaging tailored to family tradition, sustainability, and environmental benefits.
  • Measure actual sales changes — not just impressions or clicks.
  • Develop plug-and-play promotional materials that growers and retailers can use for their own operations.
  • Create a campaign roadmap other regions can replicate.
  • Share all outcomes and assets with PNWCTA members first.

What’s Different About This Program?
Unlike national efforts, this program is localized, data-driven, and collaborative. Here's how:

Initial Results:
  • Sales up ~3% in South Bay vs San Francisco
  • Sales up ~9% in San Diego vs Los Angeles
These results came from side-by-side comparisons between targeted areas (South Bay, San Diego) and control areas (San Francisco, Los Angeles). 

What Happened in Year One?
In 2024, the first year focused on:

  • Hiring Digital Convo, a marketing firm specializing in digital storytelling and data analytics
  • Developing a bank of creative materials (ads, videos, graphics)
  • Testing different marketing messages
  • Beginning retailer engagement and ZIP code-based sales data collection

The key takeaway: strategic, values-based messaging (tradition, compostability, local support) had the highest impact. 

What’s Planned for Year Two?
The second year (2025) focuses on:

  • Scaling the campaign using what worked in Year One
  • Collecting expanded sales data from more retailers
  • Refining and retesting campaign messaging
  • Creating a “Real Tree Marketing Toolkit” for PNWCTA members
  • Sharing final insights and tools with the PNWCTA community

How You Can Get Involved
You don’t have to be a major grower to make a major impact. Here’s how you can help:

1. Contribute Financially
While grant funds and grower donations have covered initial costs, we’re seeking additional financial support to:
    • Increase ad reach in target markets
    • Invest in year two data analysis and reporting
    • Prepare a second grant application for 2026 and beyond

      Every dollar counts. Whether you give $50 or $5,000, your contribution helps amplify the results for everyone.

      Click here to make a contribution

2. Share Retail Sales Data
If your wholesale customers are located in San Diego, South Bay, San Francisco, Las Angeles or surrounding ZIP codes, we ask that you request from them:

    • One number reflecting total tree sales by ZIP code for 2022, 2023, 2024 and 2025.
    • Sales venue type (retail lot, garden center, etc.)
This info:
    • Stays anonymous and confidential
    • Can be sent directly to Digital Convo
    • Drives campaign analysis and legitimacy
Click Here to Share Sales Data

Tools, Updates & Transparency
This campaign was built for members, by members. You’ll receive:

  • Mid-year and end-of-year reporting 
  • Access to videos, templates, images, and messaging
  • Strategy summaries you can use or adapt for your own marketing
  • Live Q&A sessions at the Winter Meeting and Summer Showcase

Hear from the Team

"We are anxious to get everyone involved and want to be sure we’re putting something together that’s usable and relevant and that our community can have confidence in."
– Bill Brawley, Grower and Campaign Lead

“This campaign emphasized key differentiators like the compostable nature of real trees, their support of local economies, and the emotional connection tied to annual family traditions.”
– Jenn McNaught, Digital Convo

Questions? Comments? Want to Help?
We’d love to talk with you. Use the form below to get in touch with the campaign team.

Submit a question or express interest → HERE
Make a Contribution →HERE
Contribute Sales Data → HERE

Together, We Can Grow This

This isn’t just a campaign. It’s a test of what works — and a tool that, with your support, will help all of us sell more trees.