Becky Duignan Emiko McCoy
Tovah Feinberg Lior Ozer Design Management Proposal
Avivit Fisher Sapna Shah February 2010
Jo Glenny Brian Tenorio
Table of Contents
Section I .... Design p. 4
Section II ... Services p. 12
Section III .. Marketing p. 26
Section IV . References p. 39
Section I: Design
Brief Solution Available Transportable Planting Units:
In response to a formal request from Tanya Fields of the BLK The transportable planting unit has been designed so that it can
ProjeK, this design proposal offers Libertad Urban Farm various be constructed from a handful of easily obtainable, inexpensive
ways of obtaining planters that will be transportable and easily materials. These include polyethylene or metal pallets, traditionally
deconstructed if necessary. The New York City Department used in warehouse storage and to carry airline cargo, natural
of Parks & Recreation has existing plans for the BLK ProjeK’s woven burlap or hessian landscaping fabric, and wooden
desired farming space located in the South Bronx, therefore planks. The reasons for each of these choices are listed below,
the right to construct Libertad Urban Farm has been previously with images and details. In the case that Libertad Urban Farm
denied. In efforts to reverse this decision, the help of Pratt Design needs to relocate due to pressure from the New York City
Management students has been sought out and the team’s Department of Parks & Recreation, these planters can be
creativity has resulted in an inexpensive design that offers moved in a number of ways. Either driven or manual forklifts
versatility, durability, and ease of use. can be utilized, as well as metal pallet casters or groups of
community members working together.
Section I: Design
Material Information: Proposed Materials • Pallets Caster(s) TRANSPORT FOR RAISED PLANTER • Natural Woven Burlap/Hessian Landscaping Fabric
• FDA Approved 100% Recyclable Polyethylene Cargo Pallets, - Made from durable, lightweight hot-rolled steel BASE MATERIAL OF RAISED PLANTER
PLATFORM OF RAISED PLANTER - Can hold up to 5,000 lbs. of weight, could carry stacked - Is a rapidly renewable material that is completely from
- The most popular, widely used plastic found in everyday pallets or planted beds. vegetable fibers
items such as shampoo bottles, grocery bags, and - Grown in wet climates, therefore is resistant to moisture
children’s toys, and plant pots (Macrogalleria, 2005) penetration and has a natural weatherproof quality (Manal,
- Key characteristics include toughness, abrasion and 2010)
impact resistance, and near-zero moisture absorption - Is incredibly durable, yet allows air and water movement
(San Diego Plastics, Inc., n.d.) throughout the soil, helps control soil temperatures, and
- Each pallet can hold an approximate 2000 lbs. of weight allows roots to growth through the textile weaving (Amigoni
- Many manufacturers offer the pallets made with up to 40% Vineyards, n.d.)
post-industrial content - Has traditional garden uses including application to the
base of raised plant beds (Vanveen, 2010)
- Deteriorated naturally over a span of 6 months to 1 year, to
be replaced when growing seasons change and new crops
Section I: Design Costs
• Wooden Clapboard or Planks
SIDING FOR RAISED PLANTER
o Salvaged wood supplies have oftentimes been finished for
Recyceled Plastic pallet, THERMOFORMED PLASTIC PRESSWOOD Durable Plastic Drum Pallets Great Plains 6000 lb Ware-
their previous uses; therefore can offer moisture barriers,
Nestable PALLET 1. 60% lighter and less expen- 1. Durable green polyethylene house Pallet Jack-27W x 47L
extra durability, and aesthetic attributes 1. Recycled Plastic Pallet 1. Patented design combines sive than wooden pallets construction inches Fork
2. Static Load Capacity deck edge pleats and shock- 2. 100% recyclable 2. corrosion and weather $499.98
o Most wood planks or reclaimed planks will range from
7000 Lb wave ridges to prevent crack- 3. Capacity LBS: 2000 resistant
4”-10” in width, and are an ample size for creating planting 3. 48”x40”x6” ing and bulging on impact 4. 40”x48”x5 5/8” 3. Holds four 55-gallon drums
4. HDPE Structural Foam 2. 9 oval legs - limit implact $ 11.50 4. 3-5/8” x 10” fork clearance
containers or bordering pre-made raised beds.
Material and help extend life 5. USDA/FDA approved
(Wikipedia, 2010) $ 46.54 3. Steam cleanable 6. 4000 lb capacity.
4. 48”x40”x6” 7. 48”x48”x5 1/2”
• Chain Link Fencing (existing) and Wooden or Metal Poles 5. floor capacity 6000 $ 184.00
o For certain vegetables or fruits, such as cucumbers or Vendor Resources
grapes, vertical-growing surfaces must be provided http://www.handtrucks.com/pallet-jacks/4567+1659.cfm?RNtt=pallet%20jack
o By utilizing existing resources already present on site, such http://www.amigoni.com/mm5/merchant.mvc?Screen=CTGYStore_Code=101Category_Code=LFW
as perimeter fencing and salvaged sticks or poles, this
growing method can be harnessed for little or no cost.
Natural Woven Burlap/Hessian
Section II: Services (internal)
Education • Sustainable Urban Agriculture—It promotes and encourages actions through hands on experiences, gained knowledge Conservation
By offering various educational programs, youth and community the research, education, extension and outreach on the urban and skills that will allow them to have a different attitude toward Through educational programs for conservation, people will be
will learn about sustainable agriculture and nutrition through farming by studying and applying from the social, environmental, the environmental and toward a better future. connected with their local natural and cultural heritage. This
outdoor experiential education and workshops. economic and ecological spectrums. The following list of • Regeneration important learning environment will provide the community with
resources will not only be utilized for their educational features - Regeneration and Design: new design approach to restore, a deeper understanding of the place and the importance of
Workshops/classes for youth and other community members but also can be utilized as a resource/partnership within the renew and revitalize the source of energy and material preservation. It is expected to build civic pride and affect how
• Youth and Community members grow their own organic community: - Historic Environment: it includes landscapes, parks, historic the community makes decisions, reflecting community values
products and learn about organic farming and fresh, local - Green Thumb: New York City Department of Parks and streets, areas and buildings and archaeological site and it and priorities.
food. Such as learning the difference between food chemistry Services is important to understand the significant effect to the • Social mobilization and community development
(organic/hormone free) vs. toxic/chemical base/hormone - New York State of Agriculture and Markets changes of the places by regeneration of the history - Raise the quality of life by using local resources and
Intensified foods - Bronx Green Middle School - Natural Environment: improves the city’s physical and applications from alternative and renewable technologies
• Horticultural (learning how to grow healthy food within your - Cornell program natural environment with cleaner, safer and greener agenda
space) These workshops will utilize various networks of - Urban Design: it formulated with a focus on redevelopment
experts in horticultural fields while local residents receive high Environment of existing communities instead of destruction of businesses,
quality gardening education. Established programs such as Environmental education enhances the public awareness demolition of priceless historic structures and relocation
the Community gardening program (based on Cornell’s and knowledge of environmental issues. The public will learn of people.
program) and the American Horticultural Society can be necessary skills from designing to thinking strategically on how
models to show how successful these workshops can to live better lives while enhancing their own environment.
become and grow into. The participants will learn by taking responsibility for their
Section II: Services (internal)
Training (for the participants) • Management and Job skills • Landscaping, Preservation/Maintenance knowledge
Training courses offer basic organization information to establish Management and job skills are now being looked at as an Landscape Design, Construction, and Management are
successful, self sustaining community gardens that focus on the essential part of an organization. These training programs can important to the survival of a garden. From the materials that
below points: focus on “operational skills required to deliver the nonprofits’ are used to construct the garden, to how the elements will
• Interpersonal/Social skills services”. Management training and development can help affect the garden and the materials used, to the aftercare of
Interpersonal skills play an important role in the success “emphasize the human, conceptual, and coordination skills the garden each play an important role in the design and
between management and coworkers. Improving or even needed to effectively manage organizations” (All Business/ maintenance of a garden. Each phase will have to be man
gaining social skills within an organization can help to build Management skills, 2010). aged effectively and the participants in each phase should be
confidence, self-acceptance, and self-esteem. Having or equipped with the “know-how”.
building these skills will help an individuals’ willingness to • Composting workshops
serve and contribute to something larger. Some key factors Composting workshops will teach composting techniques
that this training will help develop or promote positive inter- to individuals within the organization. Composting is a way
personal/social skills are: to recycle organic materials such as leaves, grass clippings,
- Be appreciative twigs, fruit and vegetable and turn them into a conditioner
- Practice active listening planting soil. Composting helps to eliminate the quantity of
- Resolve conflicts waste that goes into landfills turns organic materials into
- Communicate clearly valuable product for gardens. Compost is a benefit for
- Bring everyone together and onto the “same page” gardens and landscaping by eliminating the need to buy soil
(All Business/Interpersonal skills, 2010) conditioners, mulch and fertilizers (Recycleworks, 2010).
Section II: Services (external)
Introduce Organization to the Public/Community in this organization. This Atlanta based food bank is a Proposed Partnerships • Van Nest Hardware Paint Inc.
Activities community garden that not only feed the community but Urban farms like Libertad have a unique opportunity to provide A local resource identified by proximity that could provide
• Start a blog or website to introduce/promote Organization also distributes some of their harvest to WIC (Women, community members with a special place to call their own. the necessary tools needed to work the garden.
- Downloadable activities from the organization Infants, and Children) Nutrition program (WIC) Farmer’s These very community members are often business owners 669 Morris Park Ave; Bronx, NY 10462;
- Show details of the specific garden, map of the space/ Markets. This market is also open to the public, which helps in a position to contribute back to the community through (718) 829-2338
garden, and hours of operation to bring income to the community garden projects (Atlanta donations and partnerships. It is important to utilize these
• Educational workshops Community Food Bank, 2010). resources and identify additional business relationships within • The Home Depot
- These workshops can be internal or external of the • Community building events i.e.: Block parties the community. Some of these partnerships were identified by The Home Depot is known for contributing to local communities.
organization to show awareness. Workshops can include - Block parties can be a good source of getting the commu- proximity to the park and other through previous contributions It offers Building Healthy Communities Grants through the
building social skills, job management skills along with nity together while introducing the community garden to similar community garden. Home Depot Foundation. These grants support sustainable
composting and landscaping skills. awareness. Participants are able to get hands-on communities and green infrastructures.
• Children’s programs experience and knowledge of what the garden can provide • Bronx Green-Up (The New York Botanical Garden) 2560 Bruckner Boulevard, Bronx, NY 10465
- Developing children’s programs within the organization to the community along with knowledge of the healthy An excellent educational outreach resource provided by (718) 828-1071
can help to “encourage children to make good food products being grown. the New York Botanical Garden for training, horticultural http://www.homedepotfoundation.org/index.php
choices, gain knowledge from experimental learning”, • Catering Services instruction, and technical support for community gardens.
and build a love of nature stimulate social interaction” - Once the garden has been established with product, another May need to be a member. • From Abandoned to Abundant
(Kids Gardening, 2010). source of distribution can be through catering services 718.817.8026 / Compost Information: “Rotline” Abandoned to Abundant is the story of Bissell Gardens in
• Food Pantries/Banks within the community to businesses, schools, or personal 718.817.8543 http://www.nybg.org/green_up/ the Wakefield section of the Bronx. It is a 5-block area of
- The Atlanta Community Food Bank can be a model to use occasions. abandoned and neglected property reclaimed by the
Section II: Services (external)
community members. It has become a unifying space that • New York Parks and Recreation preservation and protection of lands as open and park • Green Thumb
produces food for the community, food for local shelters, One idea for producing revenue to support the garden is spaces. TLP works to protect and support community This New York organization is the largest in the country that
food banks and propagates and donates trees to the parks providing a concession stand in the park. This concession gardens as well. Currently, it owns 69 community gardens assists urban gardens. It consists of 600 gardens and
department. In 2002, Teresa LeCount was awarded Grand stand could sell fresh produce or local favorites foods made in the New York City area. It provides all the resources need thousands of members through out the New York area. Most
Prize winner by The Gardner Supply Company, as garden with fresh ingredients from the garden. The Parks department to ensure a healthy community garden. of these gardens were abandoned lots reclaimed by commu-
crusader for Bissell Gardens. Awards totaled $8,000 in partners with vendors to provide either food or recreation ser New York State Office nity members. It is supported by the New York City Department
cash and products. An excellent resource for the urban vices in parks. The concession can be as small as a push 666 Broadway, 9th Floor of Parks and Recreation. It is a robust resource for urban
garden. http://www.bisselgardens.org/ cart up to grand dining facilities like Tavern on the Green. For New York, NY 10012 gardens in New York sanctioned by the Parks Department.
The Gardener’s Supply Company this park, a small concession stand with a few tables, chairs (212) 677-7171 49 Chambers Street, Room 1020
http://www.gardeners.com/ and maybe an umbrella or 2 for the patrons to eat would http://www.tpl.org/ New York, New York, 10007
From+Abandoned+to+Abundant+in+the+Bronx/ contribute to the community atmosphere and provide additional (212) 788-8070
5154,default,pg.html touch points where neighbors get reacquainted. • Green Phoenix Permaculture http://www.greenthumbnyc.org/about.html
(212) 360–1397 - Revenue Division Green Phoenix is a non-profit public charity that specializes
• Mid Bronx Industrial Supply http://www.nycgovparks.org/sub_about/parks_divisions/con in the facilitation of earth care utilizing a for-profit model with • Pepsi-Cola Bottling Company Of New York, Inc
Located at 1276 Bronx River Avenue between Colgate and cessions/concessions.html the return of surplus back to the earth. It supports these ideas Pepsico distribution center in the Brooklyn could be an ample
Evergreen Avenue is a local resource worth checking out. though education, communication and skills building. resource for container and other materials not yet realized for
The Mid Bronx Industrial Supply could offer tools, equipment • The Trust for Public Land (718) 859-6495 use in the garden.
and supplies needed in the garden. The Trust for Public Land (TLP) is a non-profit organization http://green-phoenix.org/ Avenue D, Brooklyn, NY 11236-1919
(718) 542-5355 that supports local communities in the identification, (718) 649-2401
Section II: Services (external)
Pallet Supliers Benefits for the Organization, the Participants and - Education
Local pallet manufacturers can provide valuable resources for the Community - Community involvement
used and discarded materials for use in the garden. These three Who benefits?
companies are located in Hunts Point. Anyone who chooses to participate in the garden will benefit. Proposed Management Structure
It is the mission of Libertad Urban Farm to provide community Staffing Needs
• Yetish Pallets Inc. New and Used Pallet Manufacturing members access to healthy foods. By growing these foods in The permanent management of Libertad Urban Farm will fall to
and Recycled a local environment, providing the community opportunities to a select group of people. These people must have a common
443 Coster Street participate, all who come in contact with the garden will benefit. goal, and that is to serve the community of Fox Street Park
Bronx, NY 10474-6814 and the Libertad Urban Farm to the best of their ability. These
(718) 893-2300 How do people benefit? permanent employees should embody the spirit of Libertad
• Johnny’s Pallets Garden sites offer an environment that represent pride and Farm and the “can do” spirit of the community. It will be the
652 Longfellow Avenue can be a positive focal point for the community. Studies have responsibility of these employees to cultivate and maintain the
Bronx, NY 10474-6509 indicated that exposing people to nature increases mental garden for access.
(718) 861-0969 health and psychological development (Davis, 2008).
• GBA Pallets Inc • Additional deliverables for the organization, the participants, Libertad Farms will need a bevy of people to support and
1146 East 156th Street and the community maintain the structure, programs and events scheduled of a
Bronx, NY 10474-6227 Cornell Program - Improvement of air quality fully operational urban garden.
(718) 860-1372 - Bio-diversity in the community
- Well-being of the residents
Section II: Services
Anticipated staffing needs are: - Identify volunteers with vehicles for hauling compost Structure Operations
• Full-time employees (paid) and tools • Three types of structures There are multiple ways to organize the operation of the gar-
- 2 full-time managers or overseers with horticultural - If Libertad is to run a concession stand in the park, staffing According to the University Florida Extension Service den. It is an assumption that this garden will be used to grow
backgrounds needs will be TBD the 3 main types of community garden structures are: vegetables.
- 1 to 2 maintainers (depends upon the season)
- 1 part-time paid educator - Individual areas for personal use. “In the individual plot • Write by-laws
approach, the garden is subdivided for personal use, The garden is an organization and requires the standard
• Volunteers (non-paid help) as in the “allotment” system common in the United structure in which to operate. The by-laws are there to
- Volunteers to help the maintainers (pulling weeds, etc.) Kingdom. Individual plots can be chosen, randomly protect everyone and set standards by which the members
- Volunteers for moving, planting and basic heavy garden selected, or assigned” are held.
maintenance - Open, green space concept, everyone is responsible - Set guidelines for expected behaviors within the garden.
- Volunteers for events for maintaining the whole space, with smaller sections - Set expected hours of operation, collections of fees if apply.
- 3-5 volunteer educators for workshops and educational assigned to specific members. This set-up works best - Make accessible to all
programs when the garden is being used for demonstration and - Alcohol and drugs policy
- Volunteers from other organizations to work and teach in educational purposes
the garden - Entrepreneurial gardens where everyone shares in the • Gardner guidelines
- Identify 1 or 2 handymen as back up for maintenance, maintenance and profits (Worden, Hunsberger + Create a set of guidelines for all to follow to ensure the
if needed. McLaughlin, 2009) garden operates properly. Make sure any assumptions are
addressed and discussed.
Section II: Services
- Discuss if pesticides will be allowed. If so, which ones? • Fundraising expectations
- Are there consequences for unattended plots? Discuss the revenue streams and the utilization of the
- Are there planting restrictions? revenue once it is captured.
- Types of composting allowed in the garden - How will fundraising be conducted?
- Pets - Is sponsorships or partnerships included?
- Violation of rules and guidelines, what happens when - Can fundraising be from something the garden produces?
they are violated?
- Garden during daylight hours • Legal Issues
- Garden in pairs Protect the members of the organization legally from harm.
- Are the employees covered?
• Create financial parameters - Are liability issues covered?
Finances parameters are extremely important. Make sure - Theft and vandalism reporting structure
there is a set of checks and balances for the people handling - Photo permissions
the money and that no one person is responsible for all of - Create a map of plots, who has what
the financial transactions. - Safety procedures
- Maintenance of structures (Worden, Hunsberger + McLaughlin, 2009)
- Maintenance of water supply (McKelvey, 2010)
Section III: Marketing
Price organizations trying to improve access to healthy and local Corporate Donations Part one of its promotions strategy is to advertise to local resi-
The goal of the urban farm is to be free to the public so that it foods. Grants range from one to three years and can go up Potential corporate donors may include companies that have dents to increase their involvement with the farm. By involving
is accessible to all those responsible parties in the community to $100,000 (Wallace Center, 2010). goods, services, and/or objectives that align with the Blk as many members of the community as possible, Blk Projek will
that want to be involved. The organization will be challenged • Communities Creating Healthy Environments is looking for Projek. These may include large companies such as Target be able to generate buzz and excitement that will help it grow.
to generate enough income to purchase materials, equipment, organizations trying to improve access to healthy foods and Lowe’s and also local businesses that seek to help the The second part is to market itself to potential donors in order
maintenance, labor, marketing, and events. Blk Projek must and recreational space in communities of color. Prevention community. to generate revenue. These two parts while somewhat unified,
seek funding from various sources in order to provide a diverse of childhood obesity is also a goal of the initiative. 10 require distinct approaches in order to maximize return.
base of revenue that protects itself from fluctuations in the grants of up to $250,000 will be given (CCHE, 2010). Individual Donations
economy. These may include government grants, and both • The Community Food Projects Competitive Grants Pro- Blk Project can reach out to individual donors throughout New Part I: The local community
corporate and individual donations. Blk Projek may also seek gram is a federal program aimed at serving low-income York City to help subsidize its costs. The organization could • Advertisements and marketing materials should be designed
donated goods and materials in addition to financial support. communities through innovative solutions that solve local acknowledge donors on an installation that lists contributors with the bilingual audience in mind (Spanish and English).
Following are examples potential sources of income for the needs through innovative solutions. Awards can range be in an aesthetically pleasing manner. Additionally, bi-annual They must be distinct graphically in order to attract local
Blk Projek. tween $10,000 to $300,000 (USDA, 2009) fundraisers marketed throughout the city could help to spread residents. Additionally, instructions on how to take future
• The New York State Department of Agriculture and Markets awareness of its goals and efforts. action should be easy to understand and undertake.
Grants supports local farming efforts through grants to organizations - Flyers
Potential grants resources include federal and state agencies seeking to improve access to healthy foods in low-income Promotion - Posters
as well private foundations. areas. In 2009, grants ranged between $5,000-$24,950 To make the most optimal use of its financial resources, the - Small local papers (Bronx)- Build relationships with local
• The Wallace Foundation’s Healthy Urban Food Enterprise (New York Bounty, 2009) Blk Projek must utilize low cost methods of maximum impact. writers to obtain coverage of Blk Projek’s endeavors
Development Center is accepting proposals for grants for It should undertake a two-part strategy to realize its objectives. - Social media groups
Section III: Marketing
- Blk Projek blog Part II: Donors Implementation Strategy utilized first before magnets and buttons are made.
• Post-participant success stories • Advertisements and marketing materials should be bold 1. Multi-dimensional Logos that can be stamped onto different media/
• Blk Projek employees can go to local food banks, churches, and well designed to distinguish itself in a crowded market One of the goals of the marketing strategy is to add papers will be chosen over stickers.
farmers markets and schools for impactful for word-of- place. One strategy may be to provoke potential donors meaning to every phase and step in its implementation. 3. Multi-sensory
mouth advertising. They could hand out postcards or with statistical information regarding the needs of Hunts This is aligned with the project’s goals of infusing “love a. The implementation strategy will, as much as possible,
similar literature for people to take home with them. Point. and understanding” in its endeavors as emphasized by commit to a multi-sensory approach.
Additionally, signup sheets for events at the farm could - Social media groups this brief’s proposed tagline, “Good love needs good food.” b. This means that in every contact point between the
help secure participation on the spot. - Blk Projek Blog 2. Multi-phase collaterals/materials and its target audience will as
• Special events bi-monthly could help to build excitement - New York City newspapers a.The participation from individuals/organizations in this much as possible appeal to the different senses.
and increase community involvement. Some ideas for - New York City blog writers marketing strategy will come in different predetermined The organization’s blog will have videos and pictures.
events include: - Personal contact of individual donors known to make levels of involvement. The give-away refrigerator magnets will remind the
- Family and senior participation days contributions to similar organizations and causes b. This will make it easier for these participants to commit participant about good food every time s/he reaches
- Family picnics - Contacts made at urban agriculture events throughout their efforts, time, and money based on their capacities. for the refrigerator door. The participants will be
- Cooking demonstrations the city c. There will be an evaluation after every phase to determine equipped with “talking points” from the flyers they will
- Days highlighting a specific food product and its cooking - Semi-annual charitable events located both at the garden the success points and details that can still be improved. be receiving, in order for them to discuss and promote
uses and nutritional benefits and in the city. d. In terms of budgeting, the policy is “free things first”; the organization to their peers and friends during social
activities that can be done for free will be prioritized events.
before expenses are incurred in the production of
marketing materials. For example, a blog site will be
Section III: Marketing
a. Cost: $ online time + manpower
b. Use existing and current interface: http://theblkprojek.wordpress.com
i. Specifically for participants and volunteers
c. Or create an alternative site for donors/grants
The Design Brief i. For continuity, use existing Libertad Urban Farm logo, i. With content specifically created for donors and grant-giving bodies
specially that it was created recently, just last August 2009 ii. More formal content
iii. With images, testimonials, and features of success stories from
a. To be the visual/look of the campaign as the Libertad ii. Add tagline to logo “Good Love needs Good Food”
participants or from similar organizations to highlight a successful
Urban Farm is launched iii. Develop different applications of logo across different track record
b. To increase awareness of the Libertad Urban Farm to collaterals (see the list of recommended collaterals/
i. The community items on the following pages) 2. Presentation Kits for Donors/Sponsors/Grants
ii. The participants/volunteers (existing and prospective) a. Cost: $ paper and printing (based on available office supplies)
b. Estimated cost per kit $ 35
iii. The local government units Production Details
i. Printing of several pages of information on quality paper
iv. Donors and grant-giving bodies The materials and collaterals are listed below in order of ii. Presentation folder
c. To launch tagline: “Good Love needs Good Food” and importance and value for money/investment. iii. Large envelope
to relate that with Libertad Urban Farm (reason for logo iv. Business card
c. All collaterals are printed one color (green) to save on costs
and tagline appearing together on launch collaterals) Logo Variations for Different Applications
d. Also, the one color logos can be printed on different media by
2. Tone, Look, and Feel using a manual wet ink-stamp
a. Direct-to-point; visual, texts, and details are easy to
read, easy to understand
b. Warm and appealing
c. Easy to reproduce on different media (print, web,
photocopying, screen printing, etc) Colored (web, Black and white Green and white
on-demand (for printing on (for green ink
d. Proposed design solution
low-volume prints) colored media) printing – ink
stamps, one color
printing on white
Section III: Marketing
3. Flyers 5. Refrigerator Magnets
a. Cost: $ 30 for 1000 quarter-page-sized flyers) a. Cost: $ 356 for 1000 pieces
b. Recommended supplier: FedEx b. Recommended supplier: NG Slater Buttons
c. Via their website https://printonline.fedex.com/ (telephone +1 (800) 848-4621)
d. BW printing c. Product code: Magna-Tel (R) - ASI/68480 - Rectangle5
e. 4 prints / letter-sized page d. Dimensions: 1 5/8” x 2 1/2” (or similar dimensions)
f. Single-sided e. Lead time: 7 working days
g. Choice of colored paper f. Material: 35 mil. - Flexible non-toxic magnet
h. Includes cutting g. Costing
i. Note: for brochures, cost is doubled depending on size of paper and i. Quantity Price
number of pages required. This cost quoted above is scalable up to ii. 500 pcs $0.582 each
5,000 units. For a volume of more than 5,000 units (presenting iii. 1000 pcs $0.356 each
information that is not time-sensitive), it is advised that offset printing iv. 1500 pcs $0.289 each
be used instead for cost-effectiveness. v. 2500 pcs $0.214 each
vi. 5000 pcs $0.160 each
vii.10000 pcs $0.129 each 6. Buttons
a. Cost: $ 100 for 125 buttons
b. Recommended supplier: NG Slater Buttons
c. Re: Robert Slater, President (Robert Slater, President )
4. Community Board Note: Mr.Slater will be ok with giving discounts for non-profit
a. Cost: (recycled material) organizations and socio-civic activities
b. A painted recycled large wooden board may be used d. Contact information
c. Strategically positioned in an area in the community with i. email@example.com
thick human traffic, visible to a lot of the community members ii. 42 West 38th Street - Ste. 1002
d. Size dependent on where the board will be posted. It can also iii. New York, NY 10018
be posted in community areas, store shop windows, etc. iv. Tel: 212-768-9434
e. Information may be updated weekly via printed-out sheets v. Fax: 212-869-7368
Section III: Marketing
7. T-shirts Product that provides for education and training opportunities, the can
a. Cost is $ 16.10/pc minimum of 5 shirts/order, various sizes/colors
The product (community garden) needs to act as a powerful be a variety of workshops, vocational classes, and training lessons
b. Recommended supplier: Embroidery Zone
i. 2849 Middletown Road tool in building a strong and positive community experience. pertaining to urban agriculture, pottery, healthy living, etc.
ii. Phone: (718) 430-1100 In order to create a sense of pride and achievement, The objective of creating a recreational space is to allow
iii. Fax: (718) 430-1103 community members of different ages and backgrounds to
the product needs to provide community members with a
iv. Email: EmbroideryZone@aol.com
sense of purpose and motivate them to work together. The come together and interact with each other in a safe and
v. Compare $16.10 cost of Embroidery Zone to $ 25 cost of
www.Zazzle.com community garden needs to provide for activities, projects, healthy environment. This will encourage dialogue amongst
c. $ 16.10 cost is for 1 color printing and events that are always evolving and relevant to the needs the members and foster supportive relationships. In providing
d. Artwork maximum size is 12 x 13.5 inches
of the community. These must be tied in with a reward or for a place for exercise and physical activity, it will encourage
e. Same rate for small logos on left chest
f. For 3 colors, cost is $ 43.68 minimum of 5 shirts/order reimbursement program that compensates local members healthy habits and a sustainable lifestyle in the area. Lastly,
g. Shirts are 100% cotton for their efforts while building an entrepreneurial spirit amongst urban agriculture will give community members the opportunity
them (for example: hourly stipends, cultivated produce, to cultivate fresh fruits and vegetables and gain entrepreneurial
education and training, etc.). skills and business know-how in the process.
Physical Plant Process
The physical plant needs to provide for a space that will The process includes planning, execution and evaluation of
encourage community building and empowerment. To this concept. To begin with, The BLK Projek needs to build a
accomplish this there will be allocated areas for education coalition/strong ties within the community as well as key play-
and training, recreation, and urban agriculture. In the space ers including governmental organizations, NGOs, local busi-
Section III: Marketing
nesses, etc. This team will have to start by outlining a clear People designing and environmental justice. Pairing this knowledge reach the adult members of their families. Forming relation-
and concise plan of action with well-defined objectives, • Tanya Fields: Tanya is the point person directing the project. with her commitment to social entrepreneurship, Sami can ships with schools could also bring students into the learning
actions, and measures of success within a timeline. To She brings passion and energy to the organization and be a huge advocate for the project and raise awareness environment of the urban farm in partnership with
create positive change in the community over a sustained feels a deep connection to the community. Although her about it. some of their classes.
period of time, on-going leadership will be necessary to ensure background is not in urban agriculture, her drive, strong • Community Members: The people living in the Hunts Point • Local Businesses: There is an opportunity for local busi
that the plans, actions and results are at par with expectations personality and connections with the community will allow neighborhood and the surrounding regions of the South nesses to partner with this project in a mutually beneficial
and adapt and evolve as and when needed. the project to succeed. She will advise the marketing team, Bronx stand to have the most to gain from this project. way. They will be approached as potential donors and to
approve advertisements, and promote via word-of-mouth Their participation is the one of the most critical elements place flyers and information regarding the initiative.
Action Implementation Steps: efforts. to ensure success. • Other communities: This project could become a role model
• Hold a community meeting/event in the space • Jaime Stein Sustainable South Bronx (SSBX): Jaime is a • Pratt DM Students: The Class of 2010 is lending its design and template for other communities in similar need of such
• Recruit local members who want to take an active role in co-teacher of the Design Futures class at Pratt Institute. management skills to the project. These 21 students come
the project Leveraging her environmental science background and from all around the world and bring with them a wide variety a community-building effort and learning experience.
• Form a coalition expertise in public health impacts of the built environment, of industries and talent, as well as a thorough understanding Networking with other local communities can increase
• Outline a detailed plan with timeline and deliverables Jaime is a strong asset to the project. She works with the of design management and an eye for strategic design. awareness about nutrition and the environment and bring
• Meet weekly to check progress and implement changes Sustainable South Bronx and can partner with the community • NY Parks Recreation Department: Although at this time more participants to the urban farm.
as required to attract attention to the project and make community Parks and Recreation is a barrier to the project, it would
members evangelists for the cause. ideally be a beneficial to partner.
• Sami Nerenberg: A co-teacher of the Design Futures class • Schools: Working with local elementary, middle, and high
at Pratt Institute, Sami has a background in community school students and faculty to spread the word will help
Section IV: References
All Business. (2010). Ten ways to improve your interpersonal skills/management. Manal, N. (2010). Burlap manufacturing. Retrieved February 8, 2010, 2010 from
Retrieved on February 13, 2010 from http://www.allbusiness.com/human-resources/careers- http://www.ehow.com/about_4703024_burlap-manufacturing.html
McKelvey, B.(2010). Community Gardening Toolkit. Retrieved February 15, 2010
All Business. (2010). Management training and development in a nonprofit organization. from, http://extension.missouri.edu/publications/DisplayPub.aspx?P=MP906
Retrieved on February 13, 2010 from
http://www.allbusiness.com/specialty-businesses/non-profit-businesses/360712-1.html New York Agriculture in the Classroom. (2010). Kids growing food school program. Retrieved
on February 11, 2010 from http://www.recycleworks.org/compost/index.html
American Horticultural Society. (2009). Youth gardening, Retrieved on February 12, 2010 from
http://www.ahs.org/youth_gardening/index.htm New York Bounty. (2009). Six urban gardening groups awarded nearly $25,000 in
grants. New York Bounty. Retrieved February 13, 2010 from
Amigoni Vineyards. (n.d.) Burlap landscaping fabric. Retrieved February 8, 2010 http://mcorreia.wordpress.com/2009/05/20/six-urban-gardening-groups-awarded-nearly-
from http://www.amigoni.com/burlap.html 25000-in-grants/
Atlanta Community Food Bank. (2010). Community gardens. Retrieved on February 13, 2010 from New York City Department of Parks and Services (2009). Green Thumb.
http://www.acfb.org/projects/community_garden/coop.shtml Retrieved on February 11, 2010 from http://www.greenthumbnyc.org/index.php
Basingstoke and Deane. (2010). Regeneration. Retrieved on February 11, 2010 from New York State of Agriculture and Markets. (n.d.). Community gardens program.
http://www.basingstoke.gov.uk/regeneration/ Retrieved on February 11, 2010 from http://www.agmkt.state.ny.us/CG/cghome.html
Bronx Green Middle School. (n.d.). Retrieved on February 11, 2010 from http://bronxgreen.org Recycleworks. (2010). What is composting? Retrieved on February 13, 2010 from
CCHE. (2010). Communities creating healthy environments. Retrieved February 13, 2010 from
http://www.ccheonline.org/sites/default/files/CFP_2010.pdf San Diego Plastics, Inc. (n.d.). Polyethylene. Retrieved February 8, 2010 from
Center for Sustainable Urban Agriculture. (2009). Creating a center for sustainable urban
agriculture and food systems at the University of California Gill Tract in Albany. Retrieved USDA. (2009). United States Department of Agriculture. Grants.
on February 11, 2010 from http://www.cityfarmer.org/CenterSustUA.html Retrieved February 13, 2010 from http://www.csrees.usda.gov/fo/communityfoodprojects.
Cornell Garden-Based Learning. (2009). Grow your program: Research that supports our work.
Retrieved on February 12, 2010 from http://blogs.cornell.edu/garden/grow-your-program/re Vanveen, Y. (2010). Is burlap safe for organic gardens? Retrieved February 8,
search-that-supports-our-work 2010 from http://www.ehow.com/video_4766022_is-burlap-safe-organic-
Davis, John. (2008, May). Psychological benefits of nature experiences:
Research and theory. Retrieved on February 15, 2010 from Wallace Center. (2010). Wallace Center. Retrieved February 13, 2010 from
Kids Gardening. (2010). Welcome to kids gardening/garden resources, gardening for families,
teacher’s garden and shopping for gardening. Retrieved on February 13, 2010 from Wikipedia (2010). Hardwood flooring. Retrieved February 9, 2010 from
Macrogalleria. (2005). Polyethylene. Retrieved February 8, 2010 from Worden, E., Hunsberger, A., McLaughlin, J. (2009). University of Florida IFAS
http://pslc.ws/macrog/pe.htm Extension. Retrieved February 15, 2010 from, http://edis.ifas.ufl.edu/ep124