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Plant Something!

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NurseryWorks 2013 …

NurseryWorks 2013
(video: http://NurseryWorks.weebly.com/2013-content-archive.html)

Cheryl Goar, Executive Director of the Arizona Nursery Association
The Arizona Nursery Association seized the bull by the horns with their recent Specialty Crop Block Grant to develop a national marketing plan for nursery crops. The result is "Plant Something!" an effort which is making a significant impact across the U.S. How are other states participating? How can Great Plains states participate? What are the benefits of the program and how can you get involved?

Published in: Education, Business, Technology

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Transcript

  • 1. Don’t Just Stand There…. Plant Something! A Marketing Campaign Update Cheryl Goar, CAE Executive Director Arizona Nursery Association Nurseryworks Kansas State Alumni Center – Manhattan, KS – July 18, 2013
  • 2. It all began with a specialty crop grant…… Just over $400,000 invested to
  • 3. Promotes the •Environmental •Financial •Health Benefits of trees and plants
  • 4. Target Audience: External Primary •Single-Family Homeowners Secondary •Home Owners Associations (HOAs) •Cities, municipalities, ADOT, Parks Rec.
  • 5. Need or Problem ... People who are seeking to enrich the external aesthetic and monetary value of their home and their community.
  • 6. Primary Competition Unlike most discretionary home improvements that bring shortterm financial benefits and only provide interior enhancements...
  • 7. Position Promise The natural investment Grow a that offers richer world. guaranteed long-term growth, value and Personali beauty. Creative, outdoorsy, ty thoughtful, nurturing, visionary, optimistic, fun, energetic, sustainable, green, family-focused, community-oriented
  • 8. Our Brand Statement: Embracing the “New Normal” realities in people’s lives, the “Plant Something” movement is a fun, semiradical groundswell that motivates all to enrich their private and public environments by encouraging simple, rewarding acts that can grow to a canopy of value and beauty for a richer world.
  • 9. Now international… Arizona Nursery Association Arkansas Green Industry Association British Columbia Nursery & Landscape Association Colorado Nursery & Greenhouse Association Idaho Nursery & Landscape Association Long Island Flower Growers Association Massachusetts Nursery & Landscape Association Minnesota Nursery & Landscape Association New Jersey Nursery & Landscape Association North Carolina Nursery & Landscape Association Ohio Nursery & Landscape Association Oregon Association of Nurseries Washington State Nursery & Landscape Association ! We would very much like to add Great Plains States to our list
  • 10. Federal Trademark
  • 11. State Promotional Items An Arizona Update
  • 12. Print Ads
  • 13. Posters
  • 14. Brochures
  • 15. Small Plant Stakes
  • 16. Large Plant Stakes
  • 17. Promotional Banners
  • 18. Clings & Bumper Stickers
  • 19. Website
  • 20. Website
  • 21. Facebook Page
  • 22. Facebook Page
  • 23. Radio Advertisements :60 Second Commercial Just Plant Something
  • 24. . :30 PSA Video spot
  • 25. Ways to Share……. :30 PSA Colorado has made it ready to tag, and in Spanish
  • 26. Arbor Day video Other Holidays???
  • 27. Partner Plans for 2013-14 -Plant Something app -Revision to website map -Truck wraps
  • 28. Questions/Comment s Visit www.plant-something.org Contact to join: cgoar@azna.org 480-966-1610