Spotlight on Woodworking SeriesWoodcraft Supply Corporation - One of the most recognizable names in woodworking.
 With more than 75 years of woodworking experience, Woodcraft® Supply Corporation is changing with the times and meeting the demanding needs of woodworkers worldwide. What started as several stores carrying woodworking tools and supplies, has now grown to a large organization with 78 retail store locations, on-line Internet product sales and a comprehensive product catalog. During recent years Woodcraft has launched the Woodworking of Women(TM) initiative and web site, a |
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Leaders at Woodcraft believe changing demographics of woodworkers, education, heightened customer services and enhanced product availability are several current key factors impacting the woodworking arena.
“Woodworking is breaking barriers and gaining swift popularity with a more diverse audience than ever before,” according to Bryan Katchur, president of Woodcraft Supply Corp. “We’re definitely seeing a broader range of woodworkers than in the past and we expect that to continue in 2005. Aging baby boomers with discretionary incomes are turning to woodworking. More women and children are becoming interested in woodworking hobbies. This leads us to creating programs and services that meet the needs of an ever-changing audience.”
Education Is The Key ...To help educate people of all skill levels with woodworking, Woodcraft introduced Woodcraft University --- a tiered series of courses available in a dozen categories --- in late 2003. The classes are offered at Woodcraft retail stores across the nation.
The easy-to-navigate web site, provides detailed descriptions of the 61 different Woodcraft University courses offered nationwide at Woodcraft stores in 2005 under the college areas of band saw, carving, electives, finishing, joinery, router, scroll saw, sharpening, table saw and turning. The site includes specifics on the Woodcraft University program with special focuses on scholarships, continuing education information and program partners.
The courses offered through Woodcraft University are certified through West Virginia University at Parkersburg (WVU-P). This allows many people who participate in the accredited classes to gain reimbursable from employers. This university is accredited by the North Central Association of Schools and Colleges. As a result, this allows people to get real college credits for taking Woodcraft University courses.
“Education is key to the advancement of any hobby,” says Katchur. “With Woodcraft University, we’ve created a comprehensive in-store program that can launch a person on a new woodworking interest or advance them from their current level of expertise.
“We’re already seeing more women sign up for these courses than for our previously offered classes and demonstrations. And, we’re gaining more qualified instructors of varying age ranges who are both male and female. Ten years ago this simply didn’t exist. Today, whether you’re looking to learn about routers, scrollsawing or woodcarving, and you’re of any demographic group, you can find a reasonably-priced course taught by leading experts in that field at Woodcraft University.”
The Future of Woodworking
With so many woodworking companies in the marketplace, how will companies differentiate themselves in 2005? According to Woodcraft experts, through a combination of product selection, education, customer service and promotional opportunities
“It’s important for a retailer to offer the best and broadest selection of quality tools and materials available to gain repeat customer business,” says Katchur. “In 2005 we’re paying close attention to the needs of the ‘new woodworker’ and adding products that meet their specific needs while continuing to provide for the more advanced needs of the seasoned woodworker. For young beginners, we’ve already introduced ‘My First Projects with Woodcraft’ kits for children and anticipate bringing more entry-level kits like this to market in the future.”
Hands-On Projects For Children
The My First Projects series allows children to become involved in woodworking as either an individual or group activity. Whether it’s a parent supervising a child at home during an afternoon together to build a bird house, or a planned group activity for Girl Scouts, Boy Scouts or a children’s birthday party, My First Project™ woodworking kits from Woodcraft Supply Corp. are the answer.The easy-to-build introductory woodworking projects --- including a biplane, foot stool, bird feeder, treasure chest, race car, bird house and tool box --- provide enjoyment and satisfaction for children ages eight and older. Each start-to-finish kit contains all the pre-cut pine wooden parts needed plus step-by-step instructions to launch children into a hands-on woodworking project. The treasure chest, biplane, and tool box kits also include paints and a brush.
Available nationwide from Woodcraft, the My First Project selection includes: Treasure Chest ($4.99), Biplane ($4.99), Tool Box ($4.99), Race Car ($4.99), Bird House ($4.99), Bird Feeder ($4.99), Foot Stool ($6.99) and Street Rod Car ($7.50). Duplex Bird Houses ($13.99) and Duplex Bird Feeders ($16.99) are also available.
Giving Women
What They WantChildren aren’t the only ones getting involved in woodworking activities, according to experts at Woodcraft. Women are a growing target audience for the woodworking company. To meet the specific shopping needs and habits of women (which include a focus on customer service, store environments and educational programs), Woodcraft has launched a new Women of Woodworking™ initiative.
“This is more than a program for us, it’s a new ‘way of life’ in our stores,” according to Shawn Draper, vice president of marketing for Woodcraft. “We already have identified thousands of women interested in woodworking and now we’re gearing our efforts toward making woodworking skills, tools and materials available to even more females. Our efforts are focused on educational programs that enhance the proficiency of both beginning woodworkers and more experienced artisans. Whether someone refinishes furniture, creates wood carvings or turns pens as a hobby or profession, we want them to feel comfortable and welcome at our stores.”
As part of the Women of Woodworking initiative, the company has launched a new Fundamental Series of six classes (available to both males and females) providing insights into the basics of woodworking, carving, hand tools, power tools, wood joints and finishing. Classes in the series are certified with continuing education units available. Each class is offered in either a “Traditional” tract with straight-forward information and a simple project or in a “Wood Creations” tract containing the same course content but with a more arts-and-crafts type of woodworking project.
Some Woodcraft stores are also offering “Sawdust Therapy” and “Woodworking for Women” courses on a regular basis. For information on course dates and times, along with the store closest to them, people may visit www.woodcraft.com.
Woodcraft Magazine LaunchesA completely new element for Woodcraft in 2005 is the company’s launch of a greatly anticipated woodworking publication, Woodcraft Magazine. The bi-monthly magazine is now available on the newsstand and by subscription.
With an editorial focus on woodworking projects, people and products, Woodcraft Magazine premiered in November 2004 with four how-to project stories, including crafting a Queen Anne table, building a drill press cabinet, and hand carving wooden chickadees. The cover story, on creating post office coin banks, featured a special emphasis on antique doors for the banks.
“Our first issues definitely were in line with our commitment to provide woodworking ideas and information to all skill levels of woodworkers, from beginner to intermediate to advanced,” according to A.J. Hamler, editor-in-chief of Woodcraft Magazine.
Future issues of Woodcraft Magazine will tackle everything from hand carving a totem pole to the best ways to keep tools sharpened. Step-by-step project stories are planned on an Arts & Crafts style linen cabinet, turned finger tops and a Shaker footstool. And, individual people profiles are scheduled on finishing expert Michael Dresdner, wood sculptor Betty Scarpino and talented hobbyist Alan Young in coming issues.
“We’re confident that our dedication to diverse and quality projects, profiles and products will make this magazine an instant favorite with woodworkers across America,” says Hamler. “Our advantage is that we are a magazine about woodworking being written by top-quality woodworkers. We’re pulling the ‘best-of-the-best’ from across the country to assure readers that each issue will be informative, exciting and inspirational.”
Single copies of the magazine sell at Woodcraft retail store locations and on the newsstand for $7.99 per issue. Subscriptions are also available by visiting www.woodcraftmagazine.com or by calling 800-542-9125.
“To sum it up, we plan to marry our extensive product offering with strong educational programs, customer service and promotional programs in the future,” according to Katchur. “That’s our recipe for the future growth of our company. At Woodcraft, we’re always challenging ourselves to set our company above the competition by meeting the ever-changing needs of our customers.
“In 2005 in particular, this means closely monitoring the changes in the customer base itself. Our success at doing this will keep us a forerunner in the woodworking industry for many years to come.”
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