Save the Plants.  Save the Planet Campaign Chicago Botanic Garden’s  efforts to build awareness  and support for plant con...
Growing support for conservation <ul><li>Determine marketing objectives and strategies </li></ul><ul><li>Determine target ...
Marketing Objectives <ul><li>Make the case for why plants are important to donor and public audiences. </li></ul><ul><li>E...
Strategies  <ul><li>Position the Garden as more than a pretty place.  </li></ul><ul><li>Generate awareness among prospecti...
Promise <ul><li>Save the plants.  Save the planet.   </li></ul>
Plant  Sc i ence will save  the planet
Making the case for plants <ul><li>Plants are the foundation of our existence and of all life on this planet.  </li></ul><...
Positioning for all public gardens <ul><li>Work to balance the public’s perception of public gardens beyond just pretty pl...
Develop communication tools <ul><li>Clear, compelling, and consistent messages that can be shared easily with key audience...
 
 
 
 
Direct Mail
Direct Mail
www.savetheplants.org
On-site Signage
Keeping the message alive <ul><li>World Environment Day events at CBG </li></ul><ul><li>A yearly event to keep the conserv...
Contact CBG for More Information www.chicagobotanic.org/conservation Jim Boudreau, VP Marketing and Development [email_add...
Contact Us for Artwork www.savetheplants.org/artwork
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Carpe Plantas! Strategic Actions All Botanic Gardens Can Take to Advance Plant Conservation Boudreau

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Carpe Plantas! Strategic Actions All Botanic Gardens Can Take to Advance Plant Conservation Boudreau

  1. 1. Save the Plants. Save the Planet Campaign Chicago Botanic Garden’s efforts to build awareness and support for plant conservation
  2. 2. Growing support for conservation <ul><li>Determine marketing objectives and strategies </li></ul><ul><li>Determine target audiences </li></ul><ul><li>Develop compelling, consistent message </li></ul><ul><li>Communicate effectively </li></ul><ul><li>Deliver on promises </li></ul>
  3. 3. Marketing Objectives <ul><li>Make the case for why plants are important to donor and public audiences. </li></ul><ul><li>Expand public and donor perception of Chicago Botanic Garden’s plant conservation science program. </li></ul><ul><li>Raise $50.9 million for new Plant Science </li></ul><ul><li>Center. </li></ul>
  4. 4. Strategies <ul><li>Position the Garden as more than a pretty place. </li></ul><ul><li>Generate awareness among prospective donors of new Science Center and its expected impact on the planet. </li></ul><ul><li>Persuade prospective donors (as well as the public, teachers, policy makers, etc.) of our plant conservation promise to compel them to action - learning, training, giving, advocacy. </li></ul>
  5. 5. Promise <ul><li>Save the plants. Save the planet. </li></ul>
  6. 6. Plant Sc i ence will save the planet
  7. 7. Making the case for plants <ul><li>Plants are the foundation of our existence and of all life on this planet. </li></ul><ul><li>Plants provide the food we eat, the clothes we wear, the cures for disease, our shelter, the air we breathe. </li></ul><ul><li>By 2050, the U.S. could lose 29 percent of its plant species. Worldwide, 100,000 species or more could be at risk of extinction. </li></ul><ul><li>Key risks for plants – climate change, pollution, population growth, over grazing, fragmentation, invasive species, lack of plant biologists and conservationists. </li></ul>
  8. 8. Positioning for all public gardens <ul><li>Work to balance the public’s perception of public gardens beyond just pretty places to places of plant conservation solutions and education. </li></ul><ul><li>Demonstrate abilities to deliver practical applications for real world plant conservation solutions. </li></ul><ul><li>Training next generation of conservation scientists - programs impacting students from children through graduate school to life-long learners . </li></ul>
  9. 9. Develop communication tools <ul><li>Clear, compelling, and consistent messages that can be shared easily with key audiences (garden visitors, grant makers, policy makers). </li></ul><ul><li>Use multiple outlets for communication of messages </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Online – for example green web sites </li></ul></ul><ul><ul><li>Social media - Facebook, Twitter, Flickr </li></ul></ul>
  10. 14. Direct Mail
  11. 15. Direct Mail
  12. 16. www.savetheplants.org
  13. 17. On-site Signage
  14. 18. Keeping the message alive <ul><li>World Environment Day events at CBG </li></ul><ul><li>A yearly event to keep the conservation science campaign current. </li></ul><ul><li>Public event with scientists and horticultural staff out in the Garden providing education and action steps to consumers. </li></ul><ul><li>Communicating our results, impact via public relations, newsletters, our strategic plan. </li></ul>
  15. 19. Contact CBG for More Information www.chicagobotanic.org/conservation Jim Boudreau, VP Marketing and Development [email_address]
  16. 20. Contact Us for Artwork www.savetheplants.org/artwork

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