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1. MARKETING PLAN
Audubon Park Garden District
Orlando, FL
AUTHOR NAME Class DATE
Brandon Carelock
Nacirema McFarlane
Cornell Miller
Danielle Sutton
Project and Portfolio IV February 17, 2023
Instructor/Account Manager Term

2. Table of Contents
1.0 Executive Summary.......................................................................................................... 3
2.0 Market Analysis............................................................................................................... 4
2.1 Market Trends..........................................................................................................................4
2.2 Target Audience .......................................................................................................................4
2.3 Market Growth.........................................................................................................................5
3.0 Plan Objective(s).............................................................................................................. 5
4.0 Utilizing Advertisement & Promotions.............................................................................. 6
4.1 Owned Media...........................................................................................................................6
4.2 Paid Media...............................................................................................................................6
4.2 Earned Media...........................................................................................................................7
5.0 Partnership Strategy........................................................................................................ 8
6.0 Budgeting Overview ........................................................................................................ 8
7.0 References....................................................................................................................... 9
8.0 Appendices .................................................................................................................... 11
A) Publishing Calendar..................................................................................................................11
B) Content Examples ....................................................................................................................12
James Mullins C202302

3. 1.0 Executive Summary
The Audubon Park Garden District has been Orlando’s community treasure since its commencement in
2008. Located in Central Florida, this eco-district supports a holistic model for sustainable living and
neighborhood growth. The APGD is known for its classic shops, amazing dining, and professional
services. You can expect to experience exceptional cafes, bakeries, music, books, boutiques, crafted
beer, and urban farmettes. Audubon Park is a winner of the 2016 Great American Main Street Award
(the highest honor a district can achieve nationally) and is a subsidiary of the National Trust for Historic
Preservation.
This marketing plan was put in place to communicate supporting efforts for outlining and building
Audubon Park’s presence and reach within its market. It will specify Audubon’s target market, market
objective, reach observations, budgeting explanation, and define strategies to engage its audience. The
goal is to deliver clear communication to ensure marketing actions are defined, structured, and
achievable to fulfill the organization's objective(s). This framework supports boosted performance.

4. 2.0 Market Analysis
2.1 Market Trends
Food and retail industry trends in 2023 are the increased interest in healthier foods, the rise of plant-
based diets, customers wanting to engage with brands, and social & mobile commerce are the digital
trends in the retail industry.
2.2 Target Audience
Local Women ages 27- 50 earning 80,000+
Tourist explores ages 30 - 45 earning 60,000+
Social Families earning 50,000+
Persona 1 | Nasa Rich
Nasa Rich is a 27 y/o upper-class local fitness trainer that finds comfort in fresh organic produce
markets and occasionally enjoys different sceneries such as Coast, Rainforest, and Woodland.
After a long day of working out, she always takes a walk to her nearby market to admire the
well-planted flowers in the upcoming single-family homes.
Persona 2 | Brandon Gold
Brandon Gold is a 35 y/o single professional business consultant that enjoys traveling and
discovering little towns hidden gems. He is excited to be a part of a traveling group that allows
him to go on excursions and network during the summer.

5. Persona 3 | Cornell & Danielle Royals
Mr. and Mrs. Royals are a 40/33 y/o couple that lives near Audubon Park and it’s also where
their two children attend the local K- 8 School. They are a growing family that enjoys social
settings and sceneries. The couple also loves taking each other out on food adventures and wine
tasting. It’s important to the Royals to be a part of a thriving growing community that also keeps
the local southern home feeling.
2.3 Market Growth
The growth of both related industries has increased since 2021 with Retail starting at 15.5% and the
Fruits & Vegetable market industry at a 1.7% increase per year since 2018. Also, the U.S. produce
market size is valued at USD 62.52 billion in 2021. The global retail market generated over 26 trillion U.S.
dollars in sales and the forecast is to be over 30 trillion by 2024. However physical or in-store retail is
still the dominant distribution channel with online retailing and e-commerce making their way to many
sectors in the global markets.
3.0 Plan Objective(s)
If the client’s goal is to attract more customers/ audience to the community market, then the marketing-
related objective is to help build awareness of the Audubon Park Community market. Through
advertisement and social media interaction.

6. 4.0 Utilizing Advertisement & Promotions
Pushing the awareness of the Audubon Park Garden District through advertising and promotions is a
support effort that can scale awareness and attendance growth at an expanded rate. Here we want to
capitalize on delivering cohesive messaging specific to the existing Audubon Park patrons along with the
APGD market target audience. Advertising media outlets should align with Audubon Park’s brand and
justify the cost for specific media options. Owned media platforms (e.g., webpage, social media, etc.)
will be essential in controlling messaging and engagement while generating real-time data and feedback
for implementation.
4.1 Owned Media
Website – Your website is often the first stop people use to learn about your business. The company
website is the most important pillar of your owned media and source to increase brand awareness. The
website for Audubon Park should continue to be the most informative destination about the brand's
mission, goals, updates, products, and services.
Facebook – As the largest global social media platform, Facebook is the ultimate canvas to communicate
all messaging and updates through. Because Facebook’s platform has the biggest personal network and
local business directory, establishing strategies surrounding current and new customer relationships,
event details, brand updates, and live content interactions (streaming, discussions, etc.) would help
support Audubon substantially.
Instagram – Because of its ability to post long and short-form image and video content, Instagram has
become the preferred consistent social media program for Audubon Park. Because of this, Instagram is a
great tool for Audubon Park to build a connection with a fresher target audience. Audubon is most
active on Instagram engaging almost daily between posts, stories, and reels. Continuing to produce
creative and engaging IG content can scale marketing influence while highlighting company culture.
Twitter – Twitter is regarded as the platform for communication and discussion. Mostly engaging for
individuals in search of news, reference, feedback, and service. Audubon Park must focus on making
itself available for customer service and FAQs in this space.
Pinterest – With over 433 million people on Pinterest, it’s easy to understand why this platform is a
special visual selling tool for all markets. In the blog post The Ultimate Guide to Pinterest Marketing,
writer Kristen Baker (2022) reveals that “83% of users have made a purchase from content they’ve seen
on Pinterest” (para. 1). This is a great opportunity for APGD to push content promotion and highlight
event recaps to build demand for vendor products and services.
4.2 Paid Media
Local Television – Tv advertisement can be a strong tool for Audubon Park specifically because it allows
for targeted demographic marketing. Using local tv, there can be a push to identifiers of age, gender,
education, and income level.
Local Print – Highlighting print advertising through local print like newspapers, magazines, mail, posters,
and possibly billboards is a strategic approach to leveraging brand connection through recognizable
staples. Paid print has its benefit because it offers fewer reader distractions than web advertisement,
print is flexible to sections where you place your ad within a publication, and print provides longevity
that doesn’t expire compared to short-period online advertisement.

7. Social Media Ads – Coming in strong as the most critical of the paid media options, social media
advertising is a must in gaining content views and sales. Each owned social platform listed above has a
massive audience to campaign and target. One huge benefit to social advertising is the ability to
incorporate influencer marketing to help push noticeability through external user partnerships. It’s
important to make sure that Audubon Park is doing its due diligence in responsibly strategizing creative
content ad placement and awareness. Below is a breakdown of each channel's ad type/option.
Facebook (ad audience size – 2.11 billion): Image, Video, Carousel, Instant experience,
Collection, Boosted posts, and Facebook Shops.
Instagram (ad audience size – 1.48 billion): Photo, Video, Carousel, Collection, Reels, Stories,
and Explore.
Twitter (ad audience size – 436.4 million): Promoted ads (Image, Video, Carousel, Moments,
Text), Follower ads, Amplify, Takeover, and Live.
Pinterest (ad audience size – 225.7 million): Idea Pins, Try on product Pins, Collection, Carousel,
Promoted Pins, and Shopping ads.
4.2 Earned Media
Mentions/Shares/Reposts/Reviews – This media type would be the most genuine for the Audubon Park
Garden District because of its organic promotion. Because the APGD is natural in its impact, highly
regarded recommendations from its audience are a very effective form of digital marketing. Keeping
relationships with APGD fans and supporters by highlighting their mentions, reposts, and giving Thank
You’s for reviews/feedback can help encourage future posts.

8. 5.0 Partnership Strategy
Partnerships within the community of Audubon Park Garden District are partners within the community
such as business partnerships as well as non-profit partnerships. To distinguish between which
partnerships to take, it is important to make sure the relationship being built is natural and authentic.
Since businesses within the community often come looking for help to promote events, there is more of
a personal touch that is added to make sure all parties are represented in the best light possible.
Business
 Increased Revenue - Partnerships allow for dual exposure and collaboration to happen which
results in two businesses leaning on each other for increased revenue capture.
 Increased Brand Awareness - Partnerships influenced by influential brands that allow for the
focus of companies to bring awareness to individual brands.
 Improved Customer Retention - Partnership allows for a way to reach customers more
frequently and allows the opportunity for repeat business.
Community
 Partnerships with the children in the community to build partnerships in awareness of the
community.
 Building ways to make money within the community with home tours that bring in revenue for
the organization, Kidsfest’s vision is to bring families in which is revenue neutral. Orlando Magic
and local firefighters are supporting bringing awareness to the local businesses.
 Matching programs such as The City of Orlando matching profits made up to $50,000 yearly.
This allows income to be generated within the community to advance future events.
6.0 Budgeting Overview
Budget allows for a focused estimate of income being spent on a specific entity over a period, according
to the money available that is being brought in. This can fluctuate based on the season of marketing
being pushed out, rather than it being a peak season where rates are higher or in a slower season.
Regardless of the fact Audubon prides itself in spending.
“Media paid for” is a great tool to provide access to local television, local print, and social media ads to
be produced through a specific budgeting allotment.
Advertisement paid for is used through many different resources. Street performers and musicians at
community events are some examples particularly. This allows to bring in a targeted crowd that will be
interested in street performances and music that will come in to take part through this avenue of paid
advertisement. This can range in price from $150-$2000 depending on the level of professionalism of
the performer.

9. 7.0 References
Audubon Park Community Market. APGD. (n.d.). Retrieved February 19, 2023, from
https://www.helloapgd.com/special-events/audubon-park-community-market-
Audubon Park Demographics. Point2. (n.d.). Retrieved February 19, 2023, from
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Audubon Park Garden District. City of Orlando. (n.d.). Retrieved February 19, 2023, from
https://www.orlando.gov/Our-Government/Departments-Offices/Economic-
Development/Business-Development/Orlando-Main-Streets/Audubon-Park-Garden-District
Baker, K. (2022, May 17). The Ultimate Guide to Pinterest marketing. HubSpot Blog. Retrieved February
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11. 8.0 Appendices
A) Publishing Calendar

12. B) Content Examples
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