This document discusses plans to revitalize the LUISS Community Garden by increasing student awareness and engagement. It begins with an introduction to the garden's origins and purpose. A SWOT analysis identifies weaknesses in promotion and lack of activities. Competitor analysis shows LUISS offers fewer activities than peer gardens. The target audience is identified as students seeking extracurricular activities. A new concept is proposed with objectives of improved promotion, increased engagement, and new activities. A survey tests ideas like promotional paths and a juicer booth. Finally, a marketing mix outlines digital promotion, events, and opening activities to launch the new concept.

1. LUISS Community
Garden Challenge
Group 4
Greta Porto
Valerio Ghizzoni
Giulia Lulli
Mariangela Coscarella
Giulio Giustino

2. Introduction
 Born in 2014, the LUISS
Community Gardening project
was conceived of LabGov
students. The garden is a
greenhouse for social
innovation, a model of
collaborative green
governance, and is designed
to unite three areas of
research: the environment,
agriculture and nutrition.
 Currently the Luiss Community
Garden has a low awareness
and few students take part to
the activities.
Orto Luiss

3. Swot Luiss
Stenghts
creation of a
community sense;
transmission of
ecosostenible
valuesl.
Weaknesses
bad promotion on
position in the
campus; few
activities and
workshops; scarse
enhancement of
products.
Opportunities
usage of food
coltivated in the
canteen and the
bar; organisation
of events
attracting external
people.
Threats
bad reputation of
the Luiss campus.

4. POSITIONING MAP
Activities ++
Education
Entrateinment
● St.Andrews
● Harvard
● Xavier
● S.Francisco
● Politecnico Milano
● Memorial University
● Melbourne
● Michigan
Activities --
● Luiss
● Windsor

5. Competitors Analysis
Two groups are considered in the structure of the positioning map.
- on the orizontal axis:
Activities --: few events and programs
Activities ++: events and workshops, active participation
- On the vertical axis:
Education: purpose of learning new green skills and techniques
Entrateinment: spending free time enjoing the garden
As it can be seen from the positioning map, the community gardens of the Italian
Universities focus on a more educational purpose. They lack of activities and this
represents the main issue.
Regarding the Luiss community garden, the main problem is the inadequate
awareness of students about this green space; this is also due to the fact that the
university does not organise and promote enough activities and events.
A possible solution could be increase programs not only based on educational aims but
also share green values in a «funny» and interesting way.

6. Target profile
 Socio-demo: male and female students, age range 20-24.
 Habits & practices: spending time with friends, walking around the campus
 Trial barriers: no particular social barriers emerged from the interviews;
 Unmet needs & desires: lack of specific incentives to participate, like credits
and resume skills; lack of more structured and guided activities;
 Receptivity: scarce, almost inexistent awareness due to poor promotion of
the place
 Influences: friends and colleagues represent the main positive influence

7. The new concept
 After conducting a Swot analysis
on the Luiss Community Garden,
we developed a new concept of
«ORTO» Luiss. From abandoned
garden to pulsating heart of the
campus. This will be our new
«Community Garden».
The new concept has these three
objectives: improve the awareness
through a better promotion,
increase internal and external
engagement in order to spread
ecosustenability and green values;
organise and implement new
activities.
Promotion
Engagement
Activities

8. Concept test
 We tested the new concept by submitting a survey to the Luiss students.
About 100 students took part at the survey. Questions about promotion
through an «on-the-floor path» and installation of a juicer booth were asked.
74%
26%
83%
9%
9%

9. Marketing mix
M1 M2 M3 M4 M5 M6
Facebook
Instagram
Event
DIGITALPR
Page
Opening
Newsletter
€ 1.500
€ 7.000
Page
Opening Call to action - #LuissGreenHeart
€ 1.500
Info post sharing and Fb ads - #LuissGreenHeart
Events promo and fruit/vegetable of the month