1. Plant Something! Plant Maine!
Plant Something! Plant Maine!
Marketing Roundtable
January 22, 2019

2. Leadership & Collaboration

3. Plant Something! Plant Maine!
Grassroots, nationally established campaign led
locally by Maine Landscape & Nursery Association.
Key objective: increase public support for local
growers, nurseries, garden centers, and
landscapers.
Marketing Program

4. Key objective: raise awareness of benefits
of planting.
Better Health – Be more active.
Community – Give back to your
community.
Economy – Add more value to your
home.
Environment – Be greener.
Marketing Program

5. PlantSomethingMaine.Org
13,813 PlantSomethingMaine.Org users in 2018.
5,145 Newsletter subscribers.
More “how to video content.”
New page for kids – Garden-based learning and
Maine School Garden Collaborative.

6. 3,322 Plant Something! Plant Maine!
Facebook followers, a 60% increase over 2017.
2nd ranked Plant Something Facebook
page, only behind the national page.
1,104 followers of Plant Something! Plant
Maine! Facebook Gardening Group.
933 Instagram followers.
11,000 interested in 2018 Maine Flower Show
Facebook Event Page, 307% increase over 2017.
Social Media

7. Increased visibility through statewide campaign.
2018 - Actual
$29,055 TV campaign.
$43,030 of additional media exposure from the
Independent Garden Centers of Maine (IGCME)
who branded all of their seasonal television ads
with Plant Something! Plant Maine!
2019 - Projected
$27,500 TV media exposure from IGCME.
TV Advertising

8. Maine Landscape & Nursery PR
Over 150 pieces of earned media for the Maine
Flower Show, Grow Maine Green Expo event and
industry awards, and Plant Something Weekend.
2.9 million total combined audience reached
through print and broadcast media.
100 + feature stories - print, broadcast, and online
media - about the Maine Flower Show and Plant
Something Weekend.
Public Relations

9. Maine Flower Show
20,000+ attended in 2018.
Over 75% are female.*
Majority are between the ages of 35-65
years old.*
Over 75% are homeowners.*
Over 30% have HH income of over
$100,000.*
Primary media buy demo: Women 25-64.
*Estimated based on traffic and data from other New England shows

10. Pollinator Garden Promotion
$26,723 of Maine Flower Show TV, Radio and
Print advertising featured Plant Something!
Plant Maine! as a lead sponsor.
Mystery Seeds promote Plant a Pollinator
Garden. 15,000 packets distributed in 2018.
PSPME! Maine Chair Tom Estabrook was
interviewed on Portland radio station Frank FM.

11. Retail Promotion
Plant Something! Plant Maine! Weekend
PSPME! June Weekend promotion banners
were featured in all of the Independent
Garden Centers of Maine Spring TV ads.
Geofencing Mobile campaign targeted all
consumers utilizing their mobile phone within
¼ mile of targeted areas (24 Lowes and Home
Depot stores in Southern and Central Maine).
85,392 impressions were served the Plant
Something Weekend Message.

12. Independent Garden Centers of Maine
2015 - 2016
Sales increased 22.34%
Jobs grew at a rate of 13.1%
2016 - 2017
Sales increased 7.23%
Jobs grew at a rate of 12%
A Measure of Growth

13. Maine is cultivating the next
generation of gardeners.
Garden-based learning.
Maine School Garden Collaborative.
Maine School Gardens

14. Specialty crop bloc grant is funding new program
to develop lessons and lesson plans aligned with
state/national education standards.
Tools for the classroom and improved resources
for Maine’s 130+ existing school gardens.
Program includes developing and publishing Plant
Something for ME – new to the “Agriculture for
ME” book series from MAITC.
Will be available online with the goal of reaching
15-20,000 students.
Maine School Garden Collaborative

15. For more information:
Don Sproul, MELNA Executive Director MngmtPlus@aol.com
Mark Faunce, Flower Show Chair chairperson@maineflowershow.com
Jody DeKupper, Independent Garden Centers of Maine Board Chair and Plant
Something! Plant Maine! Chair jdekubber@yahoo.com
Mark Sprackland, Marketing, mark@independentretailerscoop.com