EcoScraps Food Marketing and Waste Management Project A Comprehensive 3-Year Strategy April, 2014
Marketing Team: Brittany Bailey Hannah Payne Katie Kearl Cameron Lister – Team Lead
EcoScraps Contact: Jon Walker Vice President, Business Development
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Table of Contents Executive Summary …………………………………………………………………………………………………………………. 3 Market Analysis …………………………………………………………………………………………………………………….… 4 Target Market ……………………………………………………………………………………………………………… 4 SWOT Analysis ……………………………………………………………………………………………………………… 4 Market Research (Surveys and Focus Groups) ……………………………………………………………… 7 Optimizing the Customer Experience …………………………………………………………………………………….… 9 New product Line ………………………………………………………………………………………………………. 10 New Potential Markets ………………………………………………………………………………………….…… 11 Search Engine Optimization …………………………………………………………………………………………………... 12 Social Media Marketing Strategy ………………………………………………………………………………………..…. 14 Pinterest and Blogs ………………………………………………………………………………………….………… 14 Facebook ………………………………………………………………………………………………………………….… 17 Twitter …………………………………………………………………………………………………………………..…… 17 YouTube …………………………………………………………………………………………………………………….. 18 Project Budget &Timeline ……………………………………………………………………………………………………… 19 References ………………………………………….…………………………………………………………………………………. 20 Appendices ……………………………………………………………………………………………………………………………. 21 Appendix A: Consumer Survey ……………………………..…..……………………………………………….. 21 Appendix B: Product Survey ………………………………………………………………..…………………….. 25 Appendix C: Report of Results ………………………………………………………………………………….… 28
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Executive Summary Market Overview The gardening market is traditionally middle-aged people and stay-at-home-moms. EcoScraps, however, is targeting socially conscious adults aged 20-35, an oft-overlooked but potentially profitable market. Unique marketing strategies more tailored to this younger market need to be implemented. Competitive Overview Current strengths of EcoScraps include its high product quality, low price, and alliance with the “green” movement. Weaknesses include inconsistent target marketing and an overall underutilization of social media. EcoScraps’ main competitor is Miracle Gro. While Miracle Gro is a large and established company, EcoScraps has an edge over the company due to Miracle Gro’s lack of investment in the green and socially conscious movements, lack of investment in the younger age group, and its more expensive prices. Customer Experience EcoScraps could simplify its product descriptions and make information about their product easier to understand for even novice gardeners, which would also help with customer complaints. Other changes to consider include selling smaller bags of product and establishing a more efficient customer complaint systems so problems are addressed quickly. New Products We surveyed groups to gather opinions and data on gardening habits. A common recurring obstacle for many surveyed was a lack of space for gardening. Expanding from our survey results, our team conducted focus group research to test the idea of smaller garden kits tailored to millennials and those with little space or time to garden (EcoScraps’ target market). Many products and prototypes were designed, but all have common themes of being portable, small, and easy to use. Marketing Strategies Strategies to consider include search engine optimization (specifically, using Google AdWords, affiliate sites, keywords, links to other sites, and meta-tags). Social media marketing tactics include utilizing Pinterest, teaming up with gardening bloggers, recycling content among various social media outlets, using YouTube for Do-it-Yourself tutorials and public relations efforts, and building up Twitter and Facebook efforts. Other ideas to consider are donating large amounts of product to popular gardening tourist spots for higher visibility. Action Plan and Implementation Schedule Our proposal is designed to be implemented over a three-year period. Individual budget and schedules can be found in each specific section, but it is proposed that a budget of $93,700 is sufficient. 3
Market Analysis Target Market Currently, EcoScraps’ target market primarily consists of 20-35 year old, socially conscious gardeners. After conducting research on this population and studying marketing strategies in the fertilizer and compost industry, we have learned a lot about how to greatly improve the connection EcoScraps has with its customer base. Socially-conscious potential gardeners ages 20-35 care about particular aspects of their gardening products, but many potential customers have lifestyle constraints that make having a conventional garden very difficult. If EcoScraps plans to continue targeting this market, there are several key findings to be aware of. In the list below, we highlight characteristics and challenges that may affect a young potential gardener’s propensity to get started. Figures in the list below were taken from a survey we administered (to review introductory notes on this survey, see page 7 of this report). • • • •
Of a group of 59 individuals who reported not having a garden, 59% reported that one reason for not having a garden was lacking enough space for a full garden. Of a group of 59 individuals who reported not having a garden, 41% reported that one reason for not having a garden was not having enough time to have a full garden. Of a group of 59 individuals who reported not having a garden 32% reported that they had an interest in gardening, but have not started yet. Of a group of 111 individuals (some of whom have gardens and some that do not), 58% reported being socially conscious is an important part of their choice of gardening products, but a product’s quality (100%) and price are more important (83%).
Any marketing strategy that EcoScraps chooses to undertake should be sensitive to these facts about the consumer base. Accordingly, many of the recommendations made in this report are based on the above findings. For example, the Odd Pots and Mini Garden Kits are smaller, less expensive, and less time-consuming than conventional gardens. Market Research: SWOT Analysis
SWOT Analysis: EcoScraps Strengths:
Weaknesses:
-Founding Story -Superior Product -Employee Connection -Personable Image -Cheap
-Inconsistent target marketing -Market strategies undeveloped -Underutilizing social media -Customer complaints
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Opportunities:
Threats:
-Millennials and young adults -Inexpensive marketing opportunities -Smaller, more mobile -Trends -Green movement
-User error -Founding strategy no longer in place -Poor customer communication -Products not easy to use
EcoScraps’ STRENGTHS include a superior product (OMRI certified, vegan), smaller and more personable company image (employees more invested and connected to customers due to company story and size), and an overall cheaper product than competitor products. One of EcoScraps’ biggest WEAKNESSES includes relatively undeveloped marketing strategies (social marketing, particularly Twitter and the company blog, are confusing and inconsistent; giveaways are not effective, as Target gift cards and other unrelated prizes are being distributed, and EcoScraps is not dominant on search engines). EcoScraps also faces more criticism from customers due to their higher organic standards (many customers complain about finding glass, nails, etc. in their organic product). Finally, EcoScraps does not seem to have found its target market; traditional gardening companies target stay-at-home-moms and older parents, but EcoScraps’ targeting efforts are confusing, as they are targeting millennials with products geared toward older adults. OPPORTUNITIES for EcoScraps include its potential to appeal to young adults and millennials (an untouched demographic in the gardening market), due to its founding story, organic bias, and charm and personality. There are also many inexpensive and impactful potential opportunities to be tapped into as marketing tactics, particularly Google AdWords, Pinterest, and Ask Dr. Jim. EcoScraps also has more power to keep up with trends due to its small size and increased mobility, which would be a great area for continued research. Finally, the green movement is only going to grow, and EcoScraps is better equipped to address needs of people seeking out eco-friendly products than competitors. EcoScraps’ THREATS include problems with user error (there are many specialized products, such as compost, that the average layperson does not know how to use; this leads to a higher degree of failure and frustration from customers). Unless the product becomes more “idiotproof”, the target marketing is not really being hit: experienced gardeners will buy their compost and supplies from local organizations or just make their own, and novices will want a simpler, easier product to use, like Miracle Gro’s offerings. Secondly, while EcoScraps’ founding story is charming and provokes emotional responses in customers, this original system (personally seeking food waste and converting it to compost) is no longer in place, as EcoScraps now buys its compost from local facilities. Third, there have been frequent customer complaints and evidence that communication between EcoScraps and its customers is not efficient. A more direct line of communication would be beneficial to establish.
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SWOT Analysis: Miracle Gro Strengths:
Weaknesses:
-Well-established -Search engines -Twitter, blog, and Pinterest -Wide array of products -Products are “idiot-proof” -Very effective advertising
-No organic certification -More expensive -Many customers have problems with gnats, larvae, etc. -Image not as eco-friendly
Opportunities:
Threats:
-Ability to reach and influence more people due to sheer size and financial capability -Many opportunities for partnering (already has with Mini Cooper, Home Garden network, etc.) and further extending sphere
-Slower to effect change/respond to changing market because so big and multitiered -Targets potentially more narrow market than EcoScraps--older women and adults. Not reaching young adults -May not be able to keep up with the local and organic movements as effectively, possible abandoned for
Miracle Gro’s STRENGTHS include the fact that it is already well-established and the dominant company in the gardening marketing. It also employs many effective marketing strategies, including a well-organized Twitter account, blog, and Pinterest account. It partners with many other companies for its advertising strategies (such as Mini Cooper) and dominates search engines for gardening products. It also boasts a wide array of products (kits for children, garden pods, and companion products), and its products are very easy to use, even for the novice gardener. Miracle Gro’s WEAKNESSES include its lack of organic certification and non-eco-friendly image, failing to capture customers interested in the green movement. Its products are also more expensive than many other competitor products (including EcoScraps), and finally, Miracle Gro has a history of customers complaining about problems with gnat and larvae infestations in their products. OPPORTUNITIES for Miracle Gro include its size, as it is able to reach and influence more potential customers and has a higher financial capability. It also has many opportunities for partnering with other companies for marketing strategies (it has already targeted Mini Cooper 6
and the Home Garden Network, for example), allowing it to further extend its sphere of influence. THREATS for Miracle Gro include its inability to keep up with the local and organic movements, neglecting a very large potential target market, due to its size and focus on novice gardening. It also targets a more narrow market than EcoScraps (older women and adults), meaning it is not tapping into the millennial market and younger adults. Market Research: Survey Results A survey was conducted about gardening and preferences for brand and product qualities. In total, 112 individuals responded to this consumer survey. Of the respondents, the average age was 34, 84% were female and 16% were male. Of the sample 47% said that they currently garden, and 53% they do not have a garden with the main barriers to gardening being space and time (59% and 41% respectively). However, 32% of those who do not garden stated they are interested in gardening but just hadn’t started. The survey showed very low product or brand loyalty when it comes to gardening supplies, with only 2% saying they were partial to a specific brand. Consumers were asked the most important elements in making decisions about what product to buy—the implications of these findings will be used to inform the remainder of the current document. Gardeners indicated that the most important elements of deciding which products to buy were 1) the quality of the product (69% saying Very Important), 2) how easy the product is to use, 3) the price of the product, and 4) if the product is environmentally friendly; with very few indicating that advertising or family use of a particular brand strongly influencing decisions. Gardeners also indicated which factors influence them the most when deciding to switch brands. Of gardeners, 81% said that if the brand worked better they would be very likely to switch, followed by 55% saying they would very likely witch if it were easier to use. Around 27% said they would switch if the new product were cheaper, and 26% saying they would switch if the brand were more eco-friendly. This shows that EcoScraps should focus primarily on quality control and ease-of-use in order to drive sales with a secondary focus on pricing and environment. However, 86% of the sample indicated that they would at least likely switch brands if the product were similar in price and quality if it was more environmentally friendly; still pointing towards perceived quality being the primary predictor of purchase. This survey also identified the most effective avenues of advertising via social media for gardeners. In total, 93% indicated that they consult a search engine for making gardening purchasing decisions, followed by 38% saying they consulted affiliated gardening and home dÊcor websites. Additionally, 17% indicated they use Pinterest, 14% using Facebook, and 12% using blogs or YouTube.
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Market Research: New Product-Testing Results We held an event on campus for BYU students testing a potential new line of products for EcoScraps. We offered pizza in exchange for a quick survey and feedback on different product options geared towards young invincibles. In total, 77 people attended the event (90% female), 25% of these currently own plants in their apartment, and 48% were somewhat interested in gardening or owning plants with 32% being very interested. 51% of respondents reported spending over $10 a year on plants and decorations for their apartment a year; with 20% spending over $30. For reference, there are over 14 million college students in the US; if 20% of this population spends 30 dollars a year on decorations and plants then this market is potentially worth $84 million a year. Around 14 to 18 percent of college students surveyed stated they would be very likely to purchase gardening kits and create upcycled products of their own. The survey asked what type of things should be sold in these gardening kits. With 75% saying they should contain a pot, a seed, potting soil, and instruction on things to make or list of ideas. For the themed garden boxes 25-46% of respondents said they would be very likely to purchase these if reasonably priced. The average price individuals said they would be willing to pay (without any previous knowledge) was 15 to 20 dollars. In terms of suggestions for entering the market and making the products more viable, most people recommended more options and customization. For instance, several individuals thought they should be sold with paint sets to create your own, or do an online “design it yourself� tool, where individuals can customize a garden box and theme and order it online. The other most common suggestions were the ability to hang plants from windows and ceilings, and lastly selling these types of products to schools. A school teacher that was there spoke with us about the potential market of schools using these types of upcycled products and garden boxes. Science teachers in elementary and grade school like to have visual aids and talk about the environment, and this could potentially be a very enthralling and engaging school project for students and open up a new market for EcoScraps.
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Optimizing the Customer Experience Customer-product experience is not ideal. Customers report problems with product identification, dissatisfaction with product quality, and interest in new product development. Our recommendations address customer complaints and provide solutions to improve and optimize overall customer experience. Product Identification First, we strongly recommend EcoScraps change the title and description of their compost to reduce customer misconception. In our research surveys, we found that most potential customers don’t know what the difference is between fertilizer and compost. Further, those same potential customers are often unable to differentiate between competitive products based on label information, and are more likely to purchase fertilizer than compost. Accordingly, EcoScraps should take action towards rebranding their products to be more appealing to the average customer. Product Quality Many customers have publicly reported dissatisfaction with their EcoScraps product. Customers described finding plastic, paper, rocks, glass, nails, or other non-organic items in their EcoScraps product. The most efficient way to reduce customer dissatisfaction with product due to contaminants is to increase customer awareness of product expectation. Natural fertilizers and composts are sometimes likely to contain contaminants, due to processing procedures. EcoScraps should notify customers of such by printing indications of quality expectations on product labels. In examination of the issue, our team found several instances of consumer complaints that were published on EcoScraps sponsored social media sites such as Facebook. Each of these complaints was not addressed for several days, if at all. EcoScraps needs to make a point of addressing complaints immediately when they arise, to maintain consumer trust and brand loyalty. New Product Development Many customers are dissatisfied with the current product availability; compost is only available in quantities that are larger than desired by the current target market, and overall product range is limited. The current product availability is satisfactory for proficient gardeners. However, if EcoScraps continues to market to the millennial generation, we recommend immediate concept generation, production, and marketing to increase customer base and product sales. The millennial generation that EcoScraps has been targeting has limited resources and space to purchase and store compost in large quantities. Consequently, we recommend immediate
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production of small bags of compost in order to maintain brand loyalty among low-budget or beginning gardeners. In addition to current product modification, we suggest new product development. We designed several sample products and conducted research studies to gauge potential consumer interest. The results of our surveys and research studies indicated significant interest in small starter gardening kits. New Product Line As noted previously, one area of great opportunity for EcoScraps is targeting the millennial age group. With this in mind, it would perhaps be beneficial to look into developing a new product line geared more towards the younger age group, particularly college-aged, environmentallyfriendly youth. Potential product ideas are outlined below: THEMED GARDEN BOXES: Designed for those with little space or time for gardening, these themed boxes are a self-contained garden centered around a common theme, essentially a large planter box that comes with EcoScraps soil and plants or seeds. Theme ideas include: -Pizza garden (tomato, oregano, basil, pepper) -Medicinal herb garden (echinacea, feverfew, lemon balm, johnny jump-ups) -Herbal tea garden (chamomile, peppermint, catnip, lemon verbena) -Salsa garden (cilantro, tomato, pepper, onion) -Rainbow garden (flowers in array of colors) -Wildflower garden (varying wildflower species) -Carnivorous plant garden (Venus flytrap, pitcher plant, corkscrew plant, etc.) Each garden box would come with a small recipe book with instructions for use for each individual plant. In addition, possible add-ons include paint kits or online customization options so customers can tailor boxes to their taste. COMPOST BOXES: For more experienced gardeners, smaller, porch-size compost boxes could be made, the emphasis being on the portable and convenient size, perfect for those who live in apartments or have smaller gardens and living spaces. MINIATURE GREENHOUSES: Targeting, again, college-aged students with little space or time for gardening, EcoScraps could make mini greenhouses (sold with EcoScraps soil) to extend their buying season into the colder months. UPCYCLING COMPETITIONS: To further provide opportunities for eco-friendly living and get customers more excited and involved in the company’s marketing aims, EcoScraps could start 10
upcycling competitions: customers buy mini-garden kits from EcoScraps (soil and plants/seeds) and then make a container from recycled materials in which to plant their item (old shoes, tea tins, teapots, tires, etc.). Customers then enter a contest created by EcoScraps, posting a picture of their creation to a social media site designated for such a project, and EcoScraps picks the most creative planter box (prizes could be cash, gift cards, etc.). Examples of containers and EcoScraps-sponsored contests can be found at the following URL: http://instagram.com/ecoscrapscontest
New Potential Markets In addition to new products, another area of expansion is schools. EcoScraps could sponsor school and teacher gardening projects, providing materials and sponsoring contests among elementary schools and classes.
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Search Engine Optimization Search engine optimization is likely going to be the most effective method of growing the EcoScraps brand considering most individuals use search engines to make gardening purchasing decisions. For instance, when I search “Organic Compost” in Google, EcoScraps doesn’t appear till the second page. This is incredibly problematic as most individuals will not click to see multiple results beyond the first page. There are two types: paid and organic, with all of the sub-types described in detail below. Paid
Google AdWords – If this hasn’t occurred already, based on the research conducted during this project EcoScraps should utilize search engines as the primary mode of marketing their products in the coming growing season. Suggested key terms can be seen below. We believe the goal of EcoScraps should be to become a leader in the green and organic movement. Whenever an individual types in the phrase “how to organic garden,” EcoScraps should be the number one result. The information seems to already be available through the new website but in order to truly make an impact on the community and the market search engine optimization is critical. Consider purchasing pay-per-click bids on the following key terms: gardening rose garden fertilizer garden garden ideas vegetable garden flower garden organic gardening lawn fertilizer spring lawn care lawn and garden soil square foot gardening
tomato plants flower bed how to start a vegetable garden how to plant a vegetable garden vegetable gardening how to garden how to make a garden gardens compost nursery potting soil raised garden beds how to grow tomatoes
how to plant a garden organic fertilizer organic compost organic lawn fertilizer organic soil Lawn lawn care organic lawn care how to compost rose gardens Roses growing tomatoes
Affiliate Sites – EcoScraps can also pay affiliate sites through Google AdSense. Essentially, other popular sites and blogs enable this feature and Google places ads that are related on their site and pays the user to host them. This can be very beneficial if there is a popular blog about gardening or an organic gardening website so individuals can link to your products. In order to do this you have to set up an account which we were unable to do at this time. It is likely that Google suggests very popular relevant sites in order to ensure the right audience and best kind of traffic. Although, this should 12
be done secondarily to Google AdWords, considering the number one source of information about gardening is sought through search engines. Organic Links to other sites – One way to organically tell Google that your site should pop up first for certain search terms is to incorporate lots of links to other related sites. EcoScraps already does a good job of this and will likely do even better once the sustainable marketplace pops up. Meta-Tags – This is placed in the code of the website and does not appear to the user. Essentially it allows you to tell the Google algorithm what search terms are relevant to your site. Follow the link below for a tutorial: http://www.metatags.org/examples_making_meta_tags Keywords – Be sure to use key-terms that you know individuals are searching for in the text of the blog and website. This way Google will search your site and increase your place on the search results. Ideally, once you do enough paid reach, the organic reach will grow and you won’t have to put as much effort in competing for words through google. Budget & Timeline We recommend an allocated budget of 100 dollars per day towards each element of paid SEO ($200/day total). Especially during the first two months of gardening season April and May. This budget can then be dropped down to 50 to 75 dollars per day for subsequent season months June through August. This would total 12,200 dollars for April and May, and around 5,000 dollars for the following three months totaling approximately 17-20,000 dollars for the first growing season April through August of 2014. In subsequent years this should be scaled according to demand and growth of the company, with potentially purchasing AdWords and affiliate site ads throughout the entire year, with less money being spent during the off-season for growing.
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Social Media Marketing Strategy How EcoScraps Should Use Social Media EcoScraps can use the tips from Table 1 to more effectively market to potential customers and develop a sense of community with current customers, both of which are of critical importance. And some of these things can be done at a fairly low cost. EcoScraps should: 1. Use Pinterest to engage customers in conjunction with the Odd Pots and Mini Garden products. 2. Team up with popular gardening bloggers and have them post on their blogs and Pinterest. 3. Recycle high quality content from other EcoScraps social media accounts. 4. Use other social media tools. 5. Respond quickly and publicly to customers on social media pages. Doing these things will help EcoScraps develop a sense of community and personality with its customer base. Pinterest and Blogs The Case for Pinterest After researching several different social media mediums, we recommend Pinterest as the focus of EcoScraps social media campaign. Social media websites are not all created equal. And while Facebook undoubtedly has the highest volume of daily users, it may not be the best candidate for a social media marketing campaign. Generally, social media users do not log on to Facebook for shopping inspiration. On the other hand, 70 percent of Pinterest users log on specifically for shopping inspiration (only 17 percent for Facebook). And the case for Pinterest goes on (http://marketingland.com/study-70-percent-pinterest-shopping-inspiration-24146). Here are a couple more reasons Pinterest is a great place to kick off a social media marketing campaign: •
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“Pinterest generates four times more revenue per click compared to Twitter and 27 percent more than Facebook” (http://www.mobilemarketingwatch.com/twitter-vspinterest-which-is-more-profitable-in-social-media-marketing-39068/). “Pinterest accounts for 17% of social media driven revenue on Shopify, up from 1% in 2011” (http://unbounce.com/social-media/pinteresting-20-stats/).
The case for Pinterest marketing is strong, but there is also a case to be made for doing it well. Social media marketing research is rife with examples of how to improve one’s chances of being “repinned”. According to one article, by adhering to a set of aesthetic rules, one can increase
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their likelihood of having pins shared by 275 percent. The following table shows the effects of following certain aesthetic rules and their impact on the number of Pinterest shares. Table 1* 1* Tip Image does not contain a face Images with reds, browns, and orange tones are more likely to be repinned than images with blue tones. Images of medium lightness are more likely to be repinned than mostly black or mostly white images. Images with multiple dominant colors receive the most repins overall. Images with 50 percent saturation are more likely to be repinned
Result 23% more likely to be repinned Twice as likely to be repinned
20 times more likely than mostly black images 8 times more likely than mostly white images 3.25 times more repins per image than single-color photos 4 times more likely to be repinned than images with 100 percent saturation 10 times more likely to be repinned than desaturated images Portrait style images more likely to be About 3 times more likely to be repinned repinned over long or wide images. Category matters Home and recipe are the categories most likely to be repinned (http://marketingland.com/better-homesgardens-42938). Include prices in the pin description 36% more likely to be repinned. *Information in Table 1 was pulled from http://marketingland.com/study-brand-imageswithout-faces-more-likely-to-get-repin-on-pinterest-46258 (unless otherwise specified). For visual examples of these tips, see the website. These statistics underscore the importance of making aesthetically beautiful pins. Pinterest is a great place to market, but doing it well may be just as important. These tips will not cause miracles unless the pins are high enough quality that a following develops. Using Pinterest to Engage Customers Now that you know what the Odd Pots and Mini Garden Kits will consist of, I can explain how those products can be used as an inexpensive marketing tool. Odd pots and Mini Gardens encourage customers to get creative with their indoor plants. As customers buy the product and take their plants home to beautify, EcoScraps can engage with them by providing them with an opportunity to share photos of their favorite “Odd Pots� on EcoScraps social media pages. EcoScraps can encourage this sharing by offering incentives (e.g., products, product vouchers, etc.) for the customers who share the coolest ideas.
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As EcoScraps reposts and tags customers in their posts, customers will see that EcoScraps is a company that creates a sense of community with its customers. Team Up with Gardening Bloggers In addition to offering customers the chance to create beautiful “odd pots”, EcoScraps should seek sponsorships with popular gardening bloggers. EcoScraps would pay these bloggers and offer them EcoScraps products to complete a creative gardening project of the blogger’s choosing (for more information about estimated costs of sponsored blog posts, see page 19). The blogger would take photo-documentation of the project and would make a blog post about the project, mentioning EcoScraps products. Quality blog posts should be reposted on EcoScraps’ other social media accounts. When doing this, it is important to ensure that posts link to EcoScraps’ webpage, rather than the blog or other websites. That means to use the blog posts EcoScraps should first repost the blog posting to their website and then post to Pinterest from EcoScraps’ webpage. Recycle Content As customers and bloggers begin sharing their great gardening ideas, EcoScraps should recycle the best content and use it on their other social media pages. These customers and bloggers will essentially be providing the content for much of EcoScraps’ marketing campaign. Customers and bloggers will be providing quality content, and as they do, EcoScraps should leverage that content by reposting it on their other social media accounts. For example, if a customer posts a great picture of an Odd Pot project on EcoScraps Facebook page, EcoScraps should repost that image on their Pinterest (and other social media accounts). This is a great way to make sure that content is scant on any social media page, but that all can become complete and populated together. Other Pinterest Features There are other ways to improve EcoScraps presence on Pinterest. For example, EcoScraps can boost their traffic on Pinterest by paying to promote pins. Pinterest is currently experimenting with this “pay-to-promote” feature. Additionally, Pinterest includes analytics tools that can help EcoScraps track their Pinterest success. Information about these features can be found on their website (http://business.pinterest.com/rich-pins/). Respond Quickly to Customers As one can tell from a quick scan through their Facebook Newsfeed, the things that people and organizations share can quickly enhance their public image or damage it. This is one reason it’s important to post quality things on social media pages, but it is also a reason that companies should make sure to respond when customers post on their social media pages with questions, compliments, or complaints. 16
Everything is seen on social media pages, so if a customer asks a question and the company doesn’t respond, it sends a distinct message to that customer and all other social media users that the company does not care about the customers concern. It is critical that EcoScraps responds promptly and professionally to all customer solicitations that occur, especially when they occur on social media. Budget We have created an estimated budget for Pinterest and blog sponsorships; however, since paying to promote on Pinterest is in its experimental phase, there is no cost information posted in their public pages. We estimate that promoting pins on Pinterest will be highly flexible, and will depend most on EcoScraps’ marketing budget. As a preliminary estimate, we expect Pinterest promotion costs could vary from $1,000 to $10,000. Later in this paper, we will use a mean value of $4,500 as an estimated cost. We also created a budget for sponsored blog posts. We estimated the cost of the average blog post. We would pay based on two things: the number of followers and the amount of time spent on the project. For example, if we bought a sponsored blog post from a blogger with 5,000 followers, we may pay them 2.5 cents per follower. In addition, we would pay them for their labor. If they spent 10 hours on a project and we compensated them at a rate of $30 per hour the total cost of that blog post would be $400. For three more similar blog posts in year, the budget would be $1,600. Facebook Focusing on Pinterest does not mean that EcoScraps should cast their other social media pages to the wayside. Since it is so easy to repost content from one social media website to another, it will not be difficult to enhance EcoScraps’ whole social media presence while bolstering and focusing on one particular website. EcoScraps can engage with customers on Facebook in valuable ways, listed below: • Host online competitions for odd pots • Encouraging customers to post questions and comments and responding to those solicitations. • Recycling high-quality content from other social media websites. Using Facebook for social media should not increase marketing costs (with the exception of time spent) if these recommendations are taken. Twitter We recommend EcoScraps use Twitter on a daily basis to connect with the younger consumer base. Twitter is an effective way to publicize news, events, and promotions. EcoScraps should 17
maintain an active Twitter account with daily postings related to gardening, fertilizer, and other similar topics. EcoScraps should avoid publishing tweets that are not strictly relevant to gardening topics. Tweets should make use of the hashtag symbol to find gardening-related questions and provide answers. Doing so will increase consumer engagement and promotes positive word of mouth. Duplicate pages, such as @eco_scraps, should be deactivated immediately to prevent consumer misperception. YouTube The presence on YouTube should focus primarily on two elements: the do-it-yourself (DIY) or how-to movement, and strategic public relations. DIY: EcoScraps already has a series of videos demonstrating gardening skills. In order to ensure larger numbers of views over time EcoScraps needs to make sure the titles are easily searchable through the YouTube search engine. To follow the DIY movement, be sure to incorporate titles that begin with “How to…” and do relevant trending topics that are helpful to different stages of gardeners. Many of the current videos on the EcoScraps YouTube are long and complex and make it difficult for users to search. Public Relations: The other type of YouTube videos should be focused on developing positive PR for EcoScraps. As an example: documenting EcoScraps products being donated and used as fertilizer for major tourist locations that are well-known for flowers (for instance, Temple Square in Salt Lake, or Hearst Castle in California). These destinations are hot spots for gardeners and donations to the grounds can be featured in articles or books that increase exposure for EcoScraps as well as public opinion. Contagious: We met with the strategic online marketing team at Contagious in Provo to consult about a potential YouTube campaign to market EcoScraps. The minimum project they take on as a company is 30,000/week or around 1.2 million during a year. However, sometimes for social ventures they take on projects in the 100 to 300k dollar range. This may be a potential avenue to pursue in the future; however, at this point in time it is not recommended until after EcoScraps is able to successfully incorporate these other elements as outlined in this marketing plan.
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Project Budget & Timeline This marketing plan would best be implemented over a three-year period. Estimated costs for each section can be seen below in the table. These are subject to vary according to needs and growth of the company EcoScraps. Year 1: -Immediately begin integrating SEO into the business strategy of EcoScraps -Begin creating relationships with Bloggers to use materials in projects -Have the Bloggers begin to create materials to document on their sites -Begin using the strategies for social media outlined above Year 2: -Post pictures of projects from bloggers on Pinterest and have them do highlights on their blogs in April -Begin to develop and further research new products for younger populations -Begin to develop relationships with major tourist locations for donating products for next growing season -Up-cycled competitions for younger populations to be hosted on Pinterest -Continue using SEO strategies -Continue using social media strategies Year 3: -Document major PR projects through YouTube and Pinterest (donations of products) -Launch new product lines to expand the market of EcoScraps to Millenials and Teachers -Keep featuring EcoScraps on Mommy blogs -Continue using SEO strategies -Continue using social media strategies
SEO
Marketing Strategy
Google AdWords Affiliate Sites Sub-Total Social Media Pinterest Blogs YouTube.com Sub-Total
Cost - Year 1 $10,700 $10,700 $21,400
$4,500 $1,600 0.00 $6,100 Total $27,500
Cost – Year 2
Cost – Year 3
Total
$12,000 $12,000 $24,000
$14,000 $14,000 $28,000
$36,700 $36,700 $73,400
$4,500 $1,600 In-kind donation $6,100 $30,100
$4,500 $1,600 $2,000 $8,100 $36,100
$13,500 $4,800 $2,000 $20,300 $93,700
19
References How to Identify Google KeyWords: http://www.wikihow.com/Find-The-Most-Searched-Keywords http://searchenginewatch.com/article/2066257/What-People-Search-For-Most-PopularKeywords Resources for Social Media Marketing: http://www.mediabistro.com/alltwitter/social-media-advertising-statistics_b39349 http://socialsolutionscollective.com/seo-trends-2014/ http://socialsolutionscollective.com/8-reasons-embrace-google-plus/ http://socialsolutionscollective.com/social-advertising-trends-2014/ http://www.bizcommunity.com/Article/196/424/107919.html http://www.business2community.com/infographics/10-hottest-social-media-marketing-trendswatch-2014-infographic-0759490 http://www.jeffbullas.com/2013/09/20/12-awesome-social-media-facts-and-statistics-for2013/#Jksqebow58VTMy2R.99
20
Appendices Appendix A: Consumer Survey Q1 How old are you?________________ Q2 What is your gender? Male (1) Female (2) Q3 Do you have a garden? Yes (1) No (2) If Yes Is Selected, Then Skip To Are you partial to a specific brand o... Q4 If you answered "no" to the last question, please specify why (select all that apply) Yes (1) I'm not interested in gardening (1)
I can't afford it (2)
I don't have enough time (3)
It's too complicated (4)
I don't have space (5)
I'm interested in gardening just haven't started yet (6)
Other (Please specify) (7)
Q5 Are you partial to a specific brand of gardening supplies? Yes (Please identify brand) (1) ____________________ No (2) If No Is Selected, Then Skip To Please rate the importance of each of...
21
Q6 Why are you partial to that brand? (Select all that apply) Yes (1) It's the same brand I've always purchased (1)
It's the same brand my parents use(d) (2)
I've tried it before and it is effective (3)
It's inexpensive (4)
It is eco-friendly (5)
Other (Specify) (6)
Q7 Please rate the importance of each of the following in influencing which brand(s) you decide to purchase gardening supplies from. Not Important (1)
Somewhat Important (2)
Important (3)
Very Important (4)
1) The advertising of the brand (1)
2) The price of the product (2)
3) If the product is environmentally friendly (3)
4) The quality of the product (4)
5) Whether or not my friends/ family use the product (5)
6) How easy the product is to use (6)
22
Q8 Please state how likely you would be to switch brands if the following individual statements were true: Very Unlikely (1)
Unlikely (2)
Likely (3)
Very Likely (4)
1) If the brand had better advertising (1)
2) If the brand was cheaper (2)
3) If the brand was more eco-friendly (3)
4) If my friends and family started using the brand (4)
5) If the brand worked better than other products (5)
6) If the brand was easier to use than the other products (6)
Q9 If there was a new product that worked just as effectively as the one you currently used and was similarly priced, but was organic and more environmentally friendly, how likely would you be to switch brands?
Very Unlikely (1) Unlikely (2) Likely (3) Very Likely (4)
23
Q10 Which of the following types of online media are you most likely to consult when deciding what type of gardening products to purchase?
A search engine (google, bing, etc.) (1) A website for a store (Home Depot, Lowes, etc) (2) Pinterest (3) Facebook (4) Youtube (5) Twitter (6) Blogs that I follow (7) Instagram (8) Other media (9) ____________________
Q13 Please put your name and best contact information below if you would be willing to participate in a future focus group for a visa gift card. Thank you
_____________________________________________________________________________
24
Appendix B: Product Survey Q1.1 EcoScraps is a soil and gardening company. All of their soil and compost products come from organic, local sources, helping to cut down on food waste and promote sustainability. EcoScraps is looking to take the idea of sustainability in a new direction: Gardening is traditionally a hobby for older adults and those with families, but EcoScraps wants to target a younger generation (age 20-35)--those who are interested in the green and sustainability movements but don't have the time or space to garden. Q1.2 Do you currently own plants that you have in your home/ apartment? Yes (1) No (2) Q1.3 How interested in gardening or owning plants are you? Not interested (1) Somewhat interested (2) Very interested (3) Q1.4 Do you consider yourself a creative/ artsy person? Yes, very (1) Kind of / I try to be (2) No, not at all (3) Q1.5 How much do you spend on plants/ decorations for your apartment during the year on average?
$0-10 (1) $10-30 (2) $30-50 (3) $50+ (4) 100 (5)
Q2.1 EcoScraps is developing a new marketing campaign. Customers purchase small gardening kits (EcoScraps soil + plant food+ seeds/plant), and then customers use old materials (wood scraps, old containers, thrift store items) to make their own creative, upcycled "mini-gardens." Users post their mini-gardens on Instagram. Most creative win cash prizes.
25
Q2.2 Please fill out the following questions about the products you see on table 1. How likely are you to....? Not at all likely (1)
Somewhat likely (2)
Very Likely (3)
Purchase gardening kits to create plants like the ones you see here? (1)
Create your own upcycled mini-garden/ plant? (2)
Participate in an online competition for cash prizes for most creative upcycled minigarden/plants? (3)
Q2.3 If there was an online competition for making up-cycled products what would it take for you to participate? (i.e. cash prizes, gardening supplies, friends, ideas etc.) Q2.4 If there were gardening kits sold by EcoScraps what would you want them to contain? (Check all that apply)
A pot or upcycled product so I don't have to find my own (1) A seed (I like to grow things myself) (2) A fully grown plant (I don't want to have to grow it myself) (3) Potting Soil (4) Instructions on things I can make, or list of ideas (5) Other (6) ____________________
Q3.1 EcoScraps is also looking to create miniature themed Garden Boxes (see examples)--small garden kits revolving around a theme and that each come with a booklet of recipes and instructions for use. Each Garden Box comes with soil, plant food, and seeds. Q3.2 How likely would you be to purchase the following kinds of garden boxes (if reasonably priced)? Not Likely (1)
Somewhat Likely (2)
Very Likely (3)
Salsa Garden (1)
Pizza Garden (2)
Medicinal Herb Garden (3)
Culinary Herb Garden (4)
Wildflower Garden (5)
Rainbow Garden (6)
Herbal Tea Garden (7)
26
Other (8)
Q3.3 What would you consider a reasonable price for this type of product?
Q3.4 Do you have any suggestions for the garden boxes to make them better or more likely for you to want to buy one?
27
Appendix C: Initial Report Last Modified: 03/05/2014
28
1. How old are you? # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Answer 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62
Response 1 1 4 9 7 8 3 7 4 2 1 2 2 2 2 2 7 3 4 5 6 0 1 1 2 0 1 0 2 0 0 2 0 2 0 1 0 1 0 0 1 2 0 1 0
% 1% 1% 4% 8% 6% 7% 3% 6% 4% 2% 1% 2% 2% 2% 2% 2% 6% 3% 4% 5% 6% 0% 1% 1% 2% 0% 1% 0% 2% 0% 0% 2% 0% 2% 0% 1% 0% 1% 0% 0% 1% 2% 0% 1% 0% 29
46 47 48
63 64 65+ Total
1 2 7 109
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
1% 2% 6% 100% Value 1 48 17.67 190.69 13.81 109
2. What is your gender? # 1 2
Answer Male Female Total
Response 18 93 111
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
% 16% 84% 100% Value 1 2 1.84 0.14 0.37 111
3. Do you have a garden? # 1 2
Answer Yes No Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 52 59 111
% 47% 53% 100% Value 1 2 1.53 0.25 0.50 111
30
4. If you answered "no" to the last question, please specify why (select all that apply) #
Question I'm not interested in gardening I can't afford it I don't have enough time It's too complicated I don't have space I'm interested in gardening just haven't started yet Other (Please specify)
1 2 3 4 5 6 7
Yes
Total Responses
8
8
6
6
24
24
4 35
4 35
19
19
8
8
Other (Please specify) I only own one plant. Not exactly a garden. I live in an apartment. It's winter on a mission I can't keep plants alive It intimidates me because I generally can't keep things alive Have had gardens previously, but just moved into this home Plants I take care of just keel over and die.
Statistic
Min Value Max Value Total Responses
I'm not interested in gardening
I can't afford it
I don't have enough time
It's too complicated
I don't have space
1 1
1 1
1 1
1 1
1 1
I'm interested in gardening just haven't started yet 1 1
8
6
24
4
35
19
Other (Please specify)
1 1 8
31
5. Are you partial to a specific brand of gardening supplies? #
Answer Yes (Please identify brand) No Total
1 2
Response
%
2
2%
106 108
98% 100%
Yes (Please identify brand) Only for gloves. Burpee Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 2 1.98 0.02 0.14 108
6. Why are you partial to that brand? (Select all that apply) #
Question It's the same brand I've always purchased It's the same brand my parents use(d) I've tried it before and it is effective It's inexpensive It is eco-friendly Other (Specify)
1 2 3 4 5 6
Statistic Min Value Max Value Total Responses
It's the same brand I've always purchased 1 1
It's the same brand my parents use(d) 1 1
I've tried it before and it is effective 1 1
1
1
2
Yes
Total Responses
1
1
1
1
2
2
0 2 0
0 2 0
It's inexpensive
It is ecofriendly
Other (Specify)
-
1 1
-
0
2
0
32
7. Please rate the importance of each of the following in influencing which brand(s) you decide to purchase gardening supplies from. # 1 2 3 4 5
6
Question 1) The advertising of the brand 2) The price of the product 3) If the product is environmentally friendly 4) The quality of the product 5) Whether or not my friends/ family use the product 6) How easy the product is to use
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Not Important
Somewhat Important
Important
Very Important
Total Responses
Mean
63.22%
29.89%
5.75%
1.15%
87
1.45
2.25%
11.24%
46.07%
40.45%
89
3.25
5.62%
35.96%
34.83%
23.60%
89
2.76
2.25%
0.00%
34.83%
62.92%
89
3.58
34.83%
37.08%
19.10%
8.99%
89
2.02
2.25%
6.74%
56.18%
34.83%
89
3.24
1) The advertising of the brand
2) The price of the product
3) If the product is environmentally friendly
1 4 1.45 0.44
1 4 3.25 0.55
1 4 2.76 0.77
1 4 3.58 0.38
5) Whether or not my friends/ family use the product 1 4 2.02 0.91
0.66
0.74
0.88
0.62
0.95
0.67
87
89
89
89
89
89
4) The quality of the product
6) How easy the product is to use 1 4 3.24 0.46
33
8. If there was a new product that worked just as effectively as the one you currently used and was similarly priced, but was organic and more environmentally friendly, how likely would you be to switch brands? # 1 2 3 4
Answer Very Unlikely Unlikely Likely Very Likely Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 6 10 28 45 89
% 7% 11% 31% 51% 100% Value 1 4 3.26 0.83 0.91 89
34
9. Please state how likely you would be to switch brands if the following individual statements were true: # 1
2
3
4
5
6
Question 1) If the brand had better advertising 2) If the brand was cheaper 3) If the brand was more ecofriendly 4) If my friends and family started using the brand 5) If the brand worked better than other products 6) If the brand was easier to use than the other products
Very Unlikely
Unlikely
Likely
Very Likely
Total Responses
Mean
26.97%
58.43%
14.61%
0.00%
89
1.88
2.27%
14.77%
54.55%
28.41%
88
3.09
6.74%
23.60%
48.31%
21.35%
89
2.84
6.74%
33.71%
49.44%
10.11%
89
2.63
2.25%
0.00%
24.72%
73.03%
89
3.69
4.49%
2.25%
42.70%
50.56%
89
3.39
35
Statistic
Min Value Max Value Mean Variance Standard Deviation Total Responses
1) If the brand had better advertising
2) If the brand was cheaper
3) If the brand was more ecofriendly
1 3 1.88 0.41
1 4 3.09 0.52
1 4 2.84 0.70
4) If my friends and family started using the brand 1 4 2.63 0.58
5) If the brand worked better than other products 1 4 3.69 0.35
6) If the brand was easier to use than the other products 1 4 3.39 0.56
0.64
0.72
0.84
0.76
0.60
0.75
89
88
89
89
89
89
10. Which of the following types of online media are you most likely to consult when deciding what type of gardening products to purchase? # 1
2 3 4 5 6 7 8 9
Answer A search engine (google, bing, etc.) A website for a store (Home Depot, Lowes, etc) Pinterest Facebook Youtube Twitter Blogs that I follow Instagram Other media
Response
%
84
94%
41
46%
16 6 10 0
18% 7% 11% 0%
16
18%
1 7
1% 8%
Other media yahoo answers none specialty gardening sites gardening catalogs Amazon
36
Statistic Min Value Max Value Total Responses
Value 1 9 89
11. Please put your name and best contact information below if you would be willing to participate in a future focus group for a visa gift card. Thank you Text Response Allen Sproul acsproul@gmail.com Allison Lew Anna Crockett cacrocks6@sbcglobal.net Ann Clark 530-306-3822 Bethany Fager. wvabish21@gmail.com Carly cook Carolyn carriesedai@gmail.com caron.lindstrom@gmail.com Carrie - email - cvhanna@gmail.com Carrie Strayer cjcalifornia@yahoo.com Chantel Sloan chantel.sloan@byu.edu cheri myers 360-314-8728 Courtney Wilson 5303915724 David N Broadbent (Best uncle in the world) Phone: 585-314-1681. email: dnbn@frontiernet.net Emer Dean Broadbent 217-377-6602 emer.broadbent@gmail.,com Emily Miller miller.emilymelissa@gmail.com Flint timmins. Flint_timmins@yahoo.com J. Cody Hill 3106177206 Jan Nelson cell# 559-331-8253 Jennifer Boyce 801-637-7926 Cell Jennifer Hansen jenniehansen@comcast.net 916-342-1839 Jennifer Wahlquist jennkwahlquist@hotmail.com Jen Reyes 559-786-9427 Reyesfamily1997@gmail.com Kimberly Shanahan 801-623-3024 kimlynn88@gmail.com Kristen Smith kyle nielsen Lauren Payne 5309571255 Megan Graves 8014718015 (texting) mimakearl@yahoo.com pat barton you know where to find me Sara Snarr ssnarr@byu.net Sylvia - fishiefishies@gmail.com Statistic Total Responses
Value 32
37
Initial Report Last Modified: 03/17/2014
1. EcoScraps is a soil and gardening company. All of their soil and compost products come from organic, local sources, helping to cut down on food waste and promote sustainability. EcoScraps is looking to take the idea of sustainability in a new direction: Gardening is traditionally a hobby for older adults and those with families, but EcoScraps wants to target a younger generation (age 20-35)--those who are interested in the green and sustainability movements but don't have the time or space to garden. # 1
Answer Click to write Choice 1 Total
Response
%
0
0%
0
0%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 0.00 0.00 0.00 0
2. Do you currently own plants that you have in your home/ apartment? # 1 2
Answer Yes No Total
Response 19 58 77
% 25% 75% 100%
38
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 2 1.75 0.19 0.43 77
3. How interested in gardening or owning plants are you? # 1 2 3
Answer Not interested Somewhat interested Very interested Total
Response 15
% 19%
37
48%
25 77
32% 100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 3 2.13 0.51 0.71 77
4. Do you consider yourself a creative/ artsy person? # 1 2 3
Answer Yes, very Kind of / I try to be No, not at all Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 22
% 29%
45
59%
9 76
12% 100% Value 1 3 1.83 0.38 0.62 76
39
5. How much do you spend on plants/ decorations for your apartment during the year on average? # 1 2 3 4 5
Answer $0-10 $10-30 $30-50 $50+ 100 Total
Response 38 24 12 3 0 77
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
% 49% 31% 16% 4% 0% 100% Value 1 4 1.74 0.75 0.86 77
6. Please fill out the following questions about the products you see on table 1. How likely are you to....? #
1
2
3
Question Purchase gardening kits to create plants like the ones you see here? Create your own upcycled mini-garden/ plant? Participate in an online competition for cash prizes for most creative upcycled minigarden/plants?
Not at all likely
Somewhat likely
Very Likely
Total Responses
Mean
40.26%
45.45%
14.29%
77
1.74
32.47%
49.35%
18.18%
77
1.86
44.16%
42.86%
12.99%
77
1.69
40
Statistic
Purchase gardening kits to create plants like the ones you see here?
Create your own upcycled mini-garden/ plant?
1 3 1.74 0.48 0.70 77
1 3 1.86 0.49 0.70 77
Min Value Max Value Mean Variance Standard Deviation Total Responses
Participate in an online competition for cash prizes for most creative upcycled minigarden/plants? 1 3 1.69 0.48 0.69 77
7. If there were gardening kits sold by EcoScraps what would you want them to contain? (Check all that apply) # 1
2
3 4 5 6
Answer A pot or upcycled product so I don't have to find my own A seed (I like to grow things myself) A fully grown plant (I don't want to have to grow it myself) Potting Soil Instructions on things I can make, or list of ideas Other
Response
%
55
75%
50
68%
24
33%
57
78%
53
73%
3
4%
Other Composter Something to hang it from Paint and decorating materials
41
Statistic Min Value Max Value Total Responses
Value 1 6 73
8. How likely would you be to purchase the following kinds of garden boxes (if reasonably priced)? # 1 2 3 4 5 6 7 8
Question Salsa Garden Pizza Garden Medicinal Herb Garden Culinary Herb Garden Wildflower Garden Rainbow Garden Herbal Tea Garden Other
Not Likely
Somewhat Likely
Very Likely
Total Responses
Mean
27.27%
33.77%
38.96%
77
2.12
19.48%
49.35%
31.17%
77
2.12
41.56%
32.47%
25.97%
77
1.84
20.78%
32.47%
46.75%
77
2.26
36.36%
32.47%
31.17%
77
1.95
58.44%
28.57%
12.99%
77
1.55
59.74%
22.08%
18.18%
77
1.58
25.00%
0.00%
75.00%
4
2.50
Other Flowers Vegetables Veggies
42
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
1
Medicinal Herb Garden 1
Culinary Herb Garden 1
Wildflower Garden
Rainbow Garden
1
1
Herbal Tea Garden 1
3
3
3
3
3
3
3
3
2.12 0.66
2.12 0.50
1.84 0.66
2.26 0.62
1.95 0.68
1.55 0.51
1.58 0.61
2.50 1.00
0.81
0.71
0.81
0.78
0.83
0.72
0.78
1.00
77
77
77
77
77
77
77
4
Salsa Garden
Pizza Garden
1
Other 1
43
9. If there was an online competition for making up-cycled products what would it take for you to participate? (i.e. cash prizes, gardening supplies, friends, ideas etc.) Text Response Cash prizes, friends Cash and gardening supplies Cash, ideas Prizes and friends Gardening supplies Cash, supplies, friends Cash prizes Cash prizes, gardening supplies Free supplies, good prizes No Cash prizes, supplies Cash prizes and supplies Gardening supplies Cash or other prizes Gardening supplies, cash prizes. Teach school Cash prizes and friends Cash or supplies Cash prizes Friends and cash Cash prizes Prizes with good odds of winning Prizes Prizes Cash Cash prizes 100. Dollars Gardening supplies Money and prizes Maybe Cash Cash, supplies Friends Cash Cash prizes Cash , prizes, coupons Cash money Cash Cash prize, friends Friends Prizes and friends Cash prizes Cash prizes Yes 44
Money All Cash Cash money Probably not Cash and friends Prizes Cash prizes Equipment Cash prizes, supplies Friends, cash Cash prize Cash prizes and supplies Friends and ideasf Cash Friends Maybe Cash Cash, scholarship money Probably wouldnt Cash prizes Money and food Ideas Friends, cash prizes Cash Anything Cash and supplies Cash likely Easy process, cash prizes Cash prizes Cash, gardening supplies Cash prizes Statistic Total Responses
Value 74
45
10. What would you consider a reasonable price for this type of product? Text Response 5-10 5-10 10-15 8-10 10 40 20 20 20 0 10-12 7 25 20 20-25 Under 10 25.75 10-50 35 10 15 30 Cash 20 20-30 10-20 8-12 10 10 5 5-10 15-20 15-20 10-15 4 15 30-60 5 5 10 10 15 15 46
20 10 20-30 30 30 5 10-15 20 16 15 20-25 20 10 10 40 15 10 5-10 15 25 10 10 15-30 10 5 10 10-15 10-15 10-15 30 20-30 5 Statistic Total Responses
Value 75
47
11. Do you have any suggestions for the garden boxes to make them better or more likely for you to want to buy one? Text Response Already painted different options. Sold with variety of mini paint set Something to go at the bottom so it won't get messy Something to hang them Instructions Online design tools, customization Other recipes Needs to have plant compatibility Online support Just give painting ideas Hang them by the window Advertising Make sure things stay clean, give good directions Make different sizes/prices for different levels of interest Different color options Offer individual pots and community type pots so people can grow multiple things or individually Booklet Make them easy and affordable Make them pretty Make them more boy-ish Good price Affordable Make it trendy Make them fun and colorful Make it easy Instructions and soil Different shapes Guaranteed to work User friendly and cheap More seed packs with them Wide assortment of planting pots How to use them for an apartment Butterfly garden one that will attrac butterflies Make them idiot proof Less expensive and easy to get ahold of More affordable, tailored towards younger generation I really like this idea. Sturdy reasonably priced boxes with instructions would totally interested me Add own creative flair Make sure container has holes to rock in the co2 Statistic Total Responses
Value 38
48