This document provides a social media plan for Cornell Plantations. The plan aims to increase awareness of the gardens within the local community and statewide through creative tactics on social media. The campaign slogan "Explore Happiness" emphasizes exploring the Plantations to find happiness. The plan focuses on reaching local residents including students through social media like Facebook and Twitter. Updates on events, gardening tips, and fun facts will be shared to engage followers and showcase what the Plantations have to offer year-round. Photo competitions and prizes will also be used to promote user engagement on social media. The goal is to position the Plantations as an exciting local destination to explore nature.

1. Cornell Plantations:
Social Media Plan

2. T able of Contents
Executive Summary 2
Historical Context 3
Situation Analysis 4
Competitor Analysis 5
Objectives 7
Research 8
Target Market 9
Campaign Strategy 12
Creative Strategy 13
Creative Testing 18
Media Objective and Media Strategies 19
Brand Activation Timeline and
Marketing Recommendations 20
Evaluation 21
Creative Brief 22
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3. E xecutive Summary
Cornell Plantations’ strategy is focused on increasing awareness of the gardens with
the immediate community and statewide. Our campaign strives to enhance the brand
image through the use of creative tactics via social media. In order to create a cohesive
campaign, we plan to use interesting facts associated with the Plantations to create a
“buzz”. Our all-inclusive plan puts an emphasis on reaching local residents, including
students and non-students, and visitors to the area. Our slogan “Explore Happiness”
truly highlights the vision of the company and illustrates that the Cornell Plantations
are more than just land filled with flowers; rather, they are a piece of nature that is hard
to experience anywhere else, and a large part of the Ithaca, and Cornell, community.
We have worked to expand the brand onto the Internet, specifically on social media
outlets in order to reach the core group of the target audience. With the easy access to
the facts associated with the campaign, people in this category will perceive Cornell
Plantations as an exciting destination in the area.
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4. H istorical Context
From Cornell University’s beginning, there was a resolve to
amplify and even expand upon the campus’ rich natural
treasures. At the university’s opening ceremony in 1868, the
eminent naturalist Louis Agassiz remarked that no other area
could compete with Cornell’s surroundings in the opportunities
offered for the study of natural history. Cornell Plantations
traces its roots to 1875, when Sage College was constructed to
house women at Cornell, and an arboretum of rare specimen trees
and a conservatory for teaching botany were integral parts of
the early campus plan.
Cornell alumni from Brooklyn, New York, pressed for gorge
preservations as early as 1909, while visionaries Robert H.
Treman, Colonel Henry w. Sackett, Floyd R. Newman, Muriel
B. Mundy, Richard M. Lewis, Audrey O’Connor, and others
provided inspiration, guidance, and funding. Support, leadership
and creativity came too, from committed faculty members such
as A.N. Prentiss, Cornell’s first botany professor; W.W. Rowlee,
who served as both professor of botany and the university’s
grounds supervisor; and Liberty Hyde Bailey, professor of
horticulture, director of the College of Agriculture and creator
of the name “Plantations.” All of these dedicated people and
countless more helped lay the foundation for Cornell Plantations’
current holdings of over 4,000 acres of natural and constructed
landscape, and natural history collections.
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5. S ituation Analysis
Environmental Forces
With the Cornell Plantations being located in the Northeast region of the country,
more specifically within the Southern Tier of New York, this area is known for the harsh,
long winters, people often do not think of going outside to explore. Instead, they look for
activities inside, where they may stay warm, when they should be exploring nature and
what is surrounding them.
Competitive Forces
Cornell Plantations is located within the greater Cornell University Campus. With
such a large campus surrounding it, Ithaca College on South Hill, the plentiful gorges
within the city of Ithaca, along with various other destinations within the region,
Cornell Plantations is simply a needle in a haystack. Also, within the city of Ithaca there
are other locations within the Discovery Trail that Cornell Plantations competes against.
These include the Museum of the Earth, Cayuga Nature Center, Tompkins County Public
Library, Sciencenter, Cornell Lab of Ornithology, The History Center, and Johnson Museum
of Art. Although all of these locations work together in order to promote each other, they
are still competing to drat people in to the particular locations.
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6. C ompetitor Analysis
Museum of the Earth
The Museum of the Earth is a major natural history museum
located in Ithaca, N.Y. By using the Paleontological Research
Institution’s (RPI) world-class fossil collection, visual, audio,
and tactile displays, the Museum tells the story of our planet,
as perserved in the geological record, with a special emphasis
on the Northeaster United States, along with New York State
itself. The Museum also features skeletons from the Hyde Park
Mastodon and the Right Whale. There is so much to learn and
explore about our planet at the Museum of the Earth.
Cayuga Nature Center
At the Cayuga Nature Center, visitors are able to explore the
wonders of nature first hand. The CNC houses over 40 live
animals in both indoor and outdoor exhibits. From June to
August, visitors can explore the Butterfly House. They are
also able to climb 50 feet into the tree canpy at Treetops,
the six story observational tree house. If none of this appeals
to visitors, there is a five-mile trail that meanders through the
forest, along the gorges and streams, and past a variety of plants
and wildlife.
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7. C ompetitor Analysis
Tompkins County Public Library
At the Tompkins County Public Library, there is a world of information all around.
Learn to navigate endless resources with the help of the many librarians. At the
library visitors may connect to special datebases, search the library catalogue for CDs,
DVDs, videos, or a favorite author. Visitors are able to enjoy programming for all ages,
including story telling to music, and book discussions.
Sciencenter
Voted Ithaca’s Best Place for Family Fun two years in a row, the Sciencenter is a
hands-on science museum for people of all ages, containing over 200 exhibits, an
outdoor science park, educational programs, a seasonal 18-hole miniature golf
course and a gift shop. The Sciencenter is home to live animals, the Curiousity
Corner (designed for children ages four and under), the Discovery Space and
Reinvention Station, where visitors are able to experiment with science kits and
connect with their inner artist. Here, science is explored through hands-on
experiences.
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8. C ompetitor Analysis
Cornell Lab of Ornithology
Located in the new Imogene Powers Johnson Center for Birds
and Biodiversity, the Lab is surrounded by the Sapsucker
Woods. These woods are a wildlife sanctuary with more than
four miles of walking trails on 220-acres of land. The Visitors’
Center and observation areas are located over Sapsucker Pond
and the Treman bird-feeding garden. Other displays include a
surround-sound theater, object-theater presentation, sound
studio, and informational kiosks featuring bird sounds and
information. The Wild Birds Unlimitied store carries bird
supplies and wide array of beautiful gifts. The Bartels surround
sound theater features two new local production that were shot
in high definition video, called “The Sanctuary” and
“Mundy Wildflower Garden”.
The History Center
The History Center is the gateway for learning about people,
places, things, and stories that have shaped the past. Here people
are invited to examine history through a local lens by exploring
thousands of historic photographs, diaries, documents,
genealogies, scrapbooks, maps, and more in the research
library. There is also an Eight Square Schoolhouse and Living
History Program. Discover the excitement of exploring the past
at The History Center.
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9. C ompetitor Analysis
Johnson Museum of Art
The Johnson Museum of Art houses one of the finest collections of art in Upstate
New York, along with a breathtaking view of Cayuga lake, the Ithaca landscpae, and
Cornell from the panoramic windows within the building. There are over 20 special
exhibitions every year, along with several special selections from a global collection,
displayed over six floors. The collection includes art from thoughout Asia, 19th- and
20th-century American art, medallic art, the graphic arts, video art, Tiffany glass,
European art, pre-Columbian art, and African art.
Gorges of Ithaca
“Ithaca is Gorges”! That is for sure. One of the most prominent features of the Ithaca
area is the gorges and waterfalls found throughout the city. The south-to-north running
streams and waterfalls draw people to the area to see the breath-taking landscape. Tours
at each location are available, along with a tour that takes travelers to different locations
to take advantage of nature that constantly surrounds us.
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10. O bjectives
Marketing Goal
To create awareness through social media as to what is occurring
at the Cornell Plantations through upcoming events, informational
videos, interesting facts about the Plantations.
Comprehension Goal
To create awareness and promote the Cornell Plantations as a
place to explore, relax, and as a learning tool for visiting
gardeners to the area. By the end of the main campaign,
residents, students, and non-students, along with visitors, will
understand what Cornell Plantations is, what is occurring there
year round, and what may be done when they visit through social
media outlets.
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11. R esearch
Objectives
- Conduct historical and situational research on Cornell Plantations to effectively
determine its strengths and weaknesses in the current market
- Identify the most effective forms of social media vehicles for Cornell Plantations
to utilize
- Compare Cornell Plantations to its competitors
Secondary Research
- Visited Cornell Plantations Website to obtain background information, impressions of
company, and information about Cornell Plantations ongoing events
- Researched the most effective social media outlets to utilize
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12. T arget Market
Primary Target Audience
Secondary methods of research were used to determine the
correct target market based on demographic, psychographic,
and behavioristic qualities. The VALS (values, attitudes, and
lifestyles) test was also used to descirbe personality
characteristics that relate to travel behavior of prospective
visitors.
Demographic
The primary target audience is men and women between the
ages of 19 and 35, who have started a family, and enjoy being
outdoors. These people enjoy nature, and want to experience
what is surrounding them. Cornell Plantations plans to target
people who live within the area, students and non-students,
visitors, and residents within the Central New York area.
Psychographic (Attitudes, Values, Lifestyles)
The men and women in the target market share common
qualities that make them important prospective visitors. When
deciding what to do, they think of something to do locally that
embraces the outdoors and that can be done as a day trip. They
share a knack for the outdoors and want to enjoy the beauty
that is assoicated with it.
Behavioristic
No matter how diverse the target market is, it can be concluded
that the people who compromise the target market put a strong
emphasis on nature and the outdoors. The majority of the target
market is from the area, attending school and is therefore busy,
but still has time for leisure, whether it is with friends, family,
or co-workers.
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13. C reative Profiling
Meet Taylor. He is currently a student at Cornell Univeristy. He is a microbiology
major with a double minor in crop management and natural sciences. As one may be
able to tell, Taylor enjoys working with science and nature. Although he is extremely
busy attending to schoolwork, he tries to take a little time out of his day for himself
and to be outdoors. One place that Taylor likes to visit is the Cornell Plantations. It is
close, so traveling does not take up a lot of his time, and the scenery is jaw dropping.
The Cornell Plantations really attracts Taylor for all of these reasons.
Meet Riley. She is a local resident within the city of Ithaca. She is a mother, along with
a caretaker for her mother. With all of the local attractions and destinations within the
city, Riley feels there is no reason to go elsewhere when looking for something to do.
Having three younger children can be a handful, so getting outside is always a goal of
hers. Her mother also enjoys being outside, but has difficulty traveling long distances.
Riley loves the idea of visiting the Cornell Plantations for the scenery, the fresh air
involved with walking the trails, and the fact that it is local. The Cornell Plantations
is the perfect local travel destination for Riley and her family.
Meet Mary. She is an avid traveler, always looking for something fun and unique to
do. When she passes through the Central New York area, she always makes sure to
stop at the Cornell Plantations. Cornell Plantations is one of the very few public
gardens still in existence today, and one of the only free ones. The amount of land that
Mary can explore while visiting is very appealing to her, along with the numerous
different plants and flowers she will discover along the way. Cornell Plantations is one
stop that really appeals to Mary when she travels through the area.
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14. S econdary Target
Audience
Cornell Plantations has identified adults, 45-65 as the secondary
target market. Because Cornell Plantations is a destination that
appeals to many generations and ultimately as a place for
everyone, they believe that this age group is an ideal secondary
target audience. Many adults in this age group are aware of the
Cornell Plantations and would visit with their children, parents,
and potentially grandchildren. Many people in this age group
can be influence or inspired by their children and are a critical
target to reach in order to obtain new visitors.
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15. C ampaign Strategy
Our target audience consists of men and women who value the outdoors and natural
beauty. According to research, these explorers enjoy their natural surroundings and
the outdoors. The big idea, “Explore Happiness”, encourages people to explore what
makes them happy, like the different elements featured at Cornell Plantations. To
highlight the beautifl plants, flowers, and wildlife found at Cornell Plantations, a
social media marketing plan will be implemented to communicate the different events,
tips, and fun facts that gardens have to offer.
The BIG Idea
Explore Happiness. This campaign will promote Cornell Plantations as a location
that brings about happiness to those that visit while encouraging people to explore not
only the actual location, but also the different social media outlets that are utilized.
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16. C reative Strategy
Cornell Plantations allows its visitors to explore several
different gardens acrorss a few acres of land. We want our
visitors to understand that there is a lot to do at the Plantations
all year round. The process of communication that has been
decided to be utilized is primarily social media. With the
constant interaction between Cornell Plantation and the
consumer, we will be able to communicate with the target
market on a consistent basis. Our primary goal is to reach
our target audience with several appealing and memorable
messages. Cornell Plantations hopes to encourage to enjoy the
gardens and explore happiness.
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17. S ocial Media Vehicles
Facebook
Facebook currently has approximately 500 million active users, most of which are
between the ages of 18 and 24. This demographic covers a majority of the target
audience, including students within the area. Although this covers a large segment,
the current fastest growing age group of users includes middle age men and women.
Therefore, Facebook allows for a great amount of exposure within the target market.
Cornell Plantations will use the Facebook page as the main checkpoint for consumers.
The other forms of social media utilized within the plan will be linked to the Facebook
page, allowing users to see who is at the Plantations, what is currently goin on there,
along with upcoming events, and any tips the gardeners have for visitors.
The main featuresof the Facebook page will be pictures that are constantly being
uploaded by visitors and staff. To go along with this, there will be a competition starting
at the end of April and end in the beginning of June, when the flowers are beginning to
come into full bloom. Visitors will upload their pictures taken from the Plantations onto
the Cornell Plantations Facebook page, and from there, people will vote on their favorite
picture by using the “Like” button. After two weeks of competition, the winner will be
determined. This lucky person will then receive a prize from the Cornell Plantations
giftshop (a t-shirt, mug, etc.)
Another promotional factor that will be implemented will be updates and tips from the
gardeners themselves. They will give friends of the page tips on how to enhance their
garden, along with ideas on how ideas to beautify. The gardeners will also give updates
as to what is in bloom throughout the year as well.
Lastly, every week, the Facebook page will include a fun fact about either the Cornell
Plantations themselves, garndening in general, or a fun activity that will be hosted in the
near future. Again this will drive consumers to the page and get them interested in what is
occurring at the Cornell Plantations.
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18. S ocial Media Vehicles
Twitter
In order to make sure the social media plan is cohesive, many of
the same updates will be used on Twitter that are on Facebook.
For example, tips from the gardeners, fun weekly facts, and
upcoming events will be updated to the Cornell Plantations new
Twitter account.
Along with the integration of Facebook features, TwitPics will be
uploaded of the Cornell Plantations. To go along with the Facebook
picture competition, the chosen winner will have their picture
featured on the account, and will also be used as the profile
picture for the month of July.
To make sure consumers know that both forms of social media are
related, the same statuses, Tweets, and competitions will be
utilized on both Facebook and Twitter (Twitter will occur in
140 characters or less).
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19. S ocial Media Vehicles
Foursquare
Social media has slowly begun to be integrated into the mobile market. This occurred
greatly due to the growing popularity of Smartphones. One category of mobile
applications that is rapidly increasing is location-based applications, particularly
Foursquare. Foursquare is a location-based platform that allows users to explore cities
with greater ease, along with being able to exactly find where friends are, and for them to
know of their exact location. The application uses the concept of “checking-in” via cell
phone. While “checking-in”, consumers are able to obtain points, badges,mayorship, and
even coupons.
As visitors come to the Cornell Plantations, they will be able to “check in”. Once a mayor
has been dubbed by Foursquare, they will receive coupons for discounted coffee in the
giftshop. This will entice visitors to continue to come back, and create a friendly
competition.
The use of Foursquare will also allow Cornell Plantations to see who is frequently visiting,
and where else they are visiting within the area. The implemation of Foursquare will allow
for further dempgraphic research of their target market, and allow them to possibly expand
their marketing efforts.
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20. S ocial Media Vehicles
Blogs
In today’s society, consumer’s opinions and advice can lead to
a shift in the market. For example, when a custoemr goes to visit
a particular location, they frequently will go onto various websites
and rate their experience. Another form of giving opinion is
frequently done via blogs.
On a blog, the author can write about whenever is interesting to
them. Cornell Plantations will utilize this form of communication
in order to connect with those interested with gardening. Similar
to the other forms of social media being useed: the use of
of gardening tips, interesting facts, and upcoming events occurring
at the Cornell Plantations. Also, stories, press releases, and articles
will also be added to the blog to keep consumers updated on events
ocurring there.
Leads
One particular section included on blogs, and blog entries
themselves, are the comment boxes. Here, viewers can
give feedback about the blogpost, as well as inserting personal
stories related to the topic at hand.
Cornell Plantations will not only create a blog to discuss the
Plantations, but also use a developing tactic called “leads”.
With leads, companies can insert a comment onto a related
blog. After a comment has been added, the company makes a
statement about their home page, or blog, and invites other visitors
to view the Cornell Plantations various websites. The use of
leads will increase the flow of traffic to the various Conell
Plantations websites.
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21. C reative Testing
In order to predict the effectiveness of the campaign, Cornell Plantations will distribute
surveys to obtain feedback from the target audience and prospective consumers. The
research tactics will help to determine the audience’s impressions of the brand, how they
believe Cornell Plantations compares to its competitors, and what Cornell Plantation’s
current positions in the market is. Through this, it will be determine the audience’s
familiarity with the brand and better what their attitudes are towards the Cornell
Plantations’ brand. These pre-tests will allow the Plantations to become more
familiar with the audience’s purchasing behaviors and gain more insight into their
priorities when deciding how to spend their free time. After presenting the campaign
materials, Cornell Plantations will ask the participants if their opinions have changed
about the brand and experience. They will also request feedback and suggestions about
ways that the websites can be improved. These groups will also test the design and copy
used in the campaign and will help determine if the use of social media is effective and
memorable.
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22. M edia Objectives
and Media Strategies
Reach the Target Audience
The Cornell Plantations’ target audience is made up of men and
women who are between the ages of 19 and 35. Members of the
target audience spend a substantial amount of time outdoors.
Cornell Plantations plans to reach the audience predominantly
through social media.
Message Weight
Because of the large geopraphic area that is being covered by the
target audience, the message in the “Explore Happiness” campaign
will be heavily dispersed throughout the Central New York area.
Continuity
The campaign will utilize a continuous strategy that will run for
the length of one year with a steady amount of Internet presence
occurring throughout the year. It was decided that pre-summer
months (May-June) and pre-fall (August-September) are the
biggest times of the year when people are most likely to visit the
Cornell Plantations and want to be outside.
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23. B rand Activation Timeline and
Marketing Recommendations
Brand Activation Timeline
Marketing Recommendations
While it has been noticed that the Cornell Plantations brand has thus far established a well
thought out and effective marketing plan, a list of marketing recommendations have been
compiled which is believed to help expand awareness. One concern that is present is the
locations of the gardens. In a highly competitive market, full of countless other
entertainment destinations with similar products, one thing that could help Cornell
Plantations stand out is year-round availability. Although all features of the Plantations
are located outside, there are plant and flowers in bloom all year round, which is
extremely unique.
Cornell Plantations could additionally benefit from moving predominantly to the social
media market. Because Cornell Plantations is a hidden jewel within the Cornell campus,
and the greater Ithaca area, making a presence on the Internet will greatly help them.
Social media is greatly becoming the predominant way to market companies online,
especially for consumer within the target audience. By marketing on the Internet, the
market is constantly evolving, leading to future opportunities to expand.
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24. E valuation
Benchmarking
The primary goals for the campaign are to increase visitors at the
Cornell Plantations and to generate awareness of their online
presence. Monthly benchmarks will be established in each
category in order to evaluate the achievement. Since it has been
predicted that visits to the Cornell Plantations will spike pre-
spring and pre-fall, Cornell Plantations plans to distribute higher
percentages of online presence during those months. The unique
“Explore Happiness” campaign will increase comprehension
amongst the target market.
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25. Background
C reative Brief
Cornell Plantations originally came to be back in 1875 when Sage College was constructed to house women at
Cornell, and an arboretum of rare specimen trees and a conservatory for botany were integral parts of the early
campus plan. Today, it is one of the only free public gardens in the United States that are open for visitors.
Marketing Problem
Cornell Plantations competes with several other similar destinations within the Ithaca aea, along with the harsh
climate it is located in. Due to the several popular destinations located in Ithaca, Cornell Plantations must
compete to get consumer’s attention.
Marketing Solution
In order to solve the Marketing problem it is essential to effectively and creatively promote Cornell Plantations
as a place to enjoy the beauty of nature. Cornell Plantations will allow consumers to explore exactly what
makes them happy.
Target Audience
The primary target audience is composed of males and females between the ages of 19 and 35. These young
adults are currently in school or starting the next chapter in their lives, by obtaining a steady job and starting a
family. Cornell Plantations wants to communicate their ability to allow people to take a break from their busy
lives and enjoy the outdoors. The secondary audience is composed of adults between the ages of 45 to 65. The
secondary target market is especially important due to their willingness to take others, including children and
parents, to partake in an activity that all can enjoy.
Big Idea
“Explore Happiness” The slogan represents the opportunity available to visitors to explore their surroundings,
and ultimately the things that make them happy. The Cornell Plantations brand provides the target with
numerous opportunities to come and enjoy the many acres that are open to the public to explore.
Support
The “Big Idea” is supported through the use of social media, including Facebook, Twitter, and Foursqaure
accounts, along with the integrating of blogs and leads
Tone
The marketing plan focuses on the importance of being connected with the company, along with being
outdoors and making oneself happy.
Mandatories
There are no mandatories for the marketing campaign other than to create “buzz” on the social media aspects
of the plan, along with “buzz” about the Cornell Plantations.
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