Campaign Book
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The glory of gardening: hands in the dirt, head in the sun, heart with nature. To nurture a garden is to feed not just the body, but the soul. - Alfred Austin
Table of Contents 1
Planting the Seed About Us Mission Research Brand Development
11 Nuturing the Garden Brand Essences Logo Development
21 Flourishing the Fields Action Plan Media Assets
45 Harvesting the Future Future Exploration
Campaign Book
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Table of Contents
THE
PLANTING SEED
Start up company Based out of Atlanta, GA Urban Gardens To-Go provides ready-made kits, professional support and tutorials, and mobile supply services for start up and maintenance of urban garden spaces.
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It is our mission To come together as a community and enable contemporary Americans to live healthy and encourage growth of green-gardening practices. Horticulture has great benefits! Growing your own garden can do more than provide flavorful produce. It can improve health, save money and even boost your mood! Community gardens, backyard plots, and window boxes are gaining popularity, yet there is a lack of knowledge to sustain these efforts.
Campaign Book | Planting the Seed
Competitve Analysis There are many companies today that share similar aspects of business as Urban Gardens To-Go. However, each company also has their own unique factors.
Urban Gardens To-Go is the only community oriented horticulture company that is passionate about providing a fun and conenient gardening experience.
Farmer D carries products of high wood quality to help starters or experts maintain their personal gardens. Farmer D has their own consulting service would could potentially make this company a stronger competitor.
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Southeast Succulents offers pre-made gardens, plants, and containers to store and maintain, similarly to how UGTG plans to take route, but with a variety of options.
INTERNAL FACTORS
STRENGTHS
EXTERNAL FACTORS
SWOT Analysis
OPPORTUNITIES
WEAKNESSES
Improve health
Seasonal restrictions
Cost efficient
Can’t market all resources (ie. natural resources)
Available and convenient
THREATS
Increase food supplies
Global warming
Increase nutrition levels
Materialisti world
Decrease in obesity/ stress reducer Campaign Book | Planting the Seed
Target Audience At Urban Gardens To-Go, focusing our marketing campaigns to reach out to a specific group of people allows for a stronger connnection with that audience.
Men & Women Ages 21- 40 Educated Middle Class Atlanta, GA Outgoing, Optimistic
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Persona Development Our target audience is narrowed down even further to the direct customer that Urban Gardens To-Go will attract. Angelina Mistro Atlanta Metro Age: 23 Education: Bachelor’s of Science Income: Middle Class Occupation: Student With such a busy life, Angelina never had any time to sit back and relax. Between classes downtown and work at the other end of the city, Angelina started to notice the lack of enthusiasm she once held for gardening. After moving to Atlanta for college a year ago, she finally noticed the tomato plant that once thrived on her balcony began to wither. Thinking about the possibilities of one day owning a thriving garden with many plants and vegetables Angelina has yet to master, she couldn’t help but wish for a way to conveniently enhance her gardening skills to help her maintain a healthy lifestyle during her hectic week.
Campaign Book | Planting the Seed
Core Values Our values are more than just simple words: it is our life line. We eat, breathe and live by our core values. The values drive the marketing campaigns as well as the key identifier for Urban Gardens To-Go and what we stand for.
Fun
It is our goal to share our passion of gardening and show our community how appealing and exciting gardening is!
Resourceful
It is our goal to provide professional support, supplies, and tactics for members of the community to foster sustianable food and plants. Page 9
Healthy Living
It is our goal to encourage our community to eat better, live better and to be better by making gardening possible.
Convenient
It is our goal to make gardening available and convenient to a wide range of individuals from start up to maintainence.
Community
It is our goal to work together as a community to increase food supplies and overall wellness of those around us.. Campaign Book | Planting the Seed
THE
NUTURING GARDEN
COLOR PALLETTE Every color within the Urban Gardens To-Go’s color pallette holds a strong representation of our daily business. Bright and fun colors are utilized to draw a connection with the target audience as well as our core values. Where each specific color value shares a connection to our flourishing gardens, we can visually sustain our efforts as a thriving gardening company.
Clay Eggplant Soil
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RGB (199, 139, 51) CYMK (12, 57, 100, 0) RGB (125, 43, 139) CYMK (50, 100, 0, 0) RGB (123, 85, 64) CYMK (37, 67, 78, 25)
Tomato
Pear
RGB (204, 34, 41) CYMK (0, 100, 100, 0) PANTONE 485
RGB (142, 190, 79) CYMK (50, 0, 100, 0) PANTONE 162
Tangerine
Blueberry
Lemon
Strawberry
RGB (218, 125, 59) CYMK (0, 63, 90, 0) PANTONE 172
RGB (250, 222, 47) CYMK (0, 9, 100, 0) PANTONE 109
RGB (31, 161, 159) CYMK (100, 5, 45, 0) PANTONE 320
RGB (207, 71, 100) CYMK (0, 88, 46, 0) PANTONE 191
The Urban Gardens To-Go Primary and Secondary colors must be used. Increasing or decreasing the color’s black tone by +/- 10 is allowed as a complementary color to the main color.
TYPOGRAPHY Typography is chosen carefully to display our verbal message as accurately as possible at Urban Gardens To-Go. San serif fonts are the utilizing to represent our fresh produce after steams and leaves have been removed. Curvilinear type faces are mirror images of the plump and thriving produce grown because of Urban Gardens To-Go.
Caviar Dreams Bold To be used as a header
Usage Example Typography is awesome!
To be used as a subhead
I am a bit of body copy and I like to tell lots of storys and memories! I can tell a variety of messages!
Caviar Dreams Regular Futura Book
To be used as a secondary subhead
Futura Light
About myself I have a light weight and my curvilinear shape has an easy read!
To be used on all body copy
In the case the that a web browser doesn’t support our typography, the following san-serif alternatives are acceptable: Helvectica, Verdana, Arial
Campaign Book | Nurturing the Garden
Imagery & Shapes Seeing smiling faces and those in the community makes Urban Gardens To-Go proud. Our imagery should reflect these needs, our values and of course the fruits of our labors! Fun vector graphics designed to show growth and prosperity through garedening.
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Campaign Book | Nurturing the Garden
Logo Development Sketches & Surveying
1
Before narrowing down a logo, a survey was conducted to ensure that the chosen logo had the strongest representation of the brand’s values and meaning.
Giving back to the community and fostering a friendly environment to sustain healthy living is a major factor in Urban Gardens ToGo's brand image. Keeping this in mind, which of the following logos best represents this aspect of the brand?
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2 Urban Gardens To-Go
4
Urban Gardens To-Go
Urban Gardens To-Go
5
3
Urban Gardens To-Go
Urban Gardens To-Go
Teaching the members of the community how to maintain and assisting them to sustain their gardening efforts is a major aspect of daily business. Which of the following logos represents this aspect of Urban Gardens To-Go?
Gardening can be extremely fun and rejuvenating. Which of these logos best speaks to these feelings or emotions?
Do any of the following logo marks represent working with one another to foster a sustainable garden?
Campaign Book | Nurturing the Garden
Logo Development Full Color Logo Mark The Urban Gardens To-Go Full color logo mark should always be used when possible. Should a background color conflict with any of the colors, a single colored logo mark should be the next option.
Single Color Logo Mark The Urban Gardens To-Go single-colored logo mark should be used when the Full Color logo mark has conflictions. It is acceptable for either the logo mark to stand alone or within an icon
Transparent Logo Mark The Urban Gardens To-Go transparent logo can be used on products, as a bug, and more. When using the transparent logo, the icon or stand alone logo mark is acceptable.
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Minimum Sizing
Urban Gardens To-Go
2” wide
1” wide
The full Urban Gardens To-Go logo, with the company name, should not be smaller than 2” wide. The logo mark alone must not should not be smaller than 1” wide. If the logo mark must be 1” wide or smaller, the removal of doors and widows is permitted.
Clear Spacing The Urban Garden To-Go logo must be isolated from competing graphics in all directions. For consistent spacing around our logo, the left door of the logo mark should be used as a guide.
Campaign Book | Nurturing the Garden
THE
FLOURISHING FIELDS
Out of Home Interactive Media Print Media Broadcast
MEDIA MIX
The Urban Gardens To-Go Media Mix consists of four main catagories:
bile Mo
Health Magazines
Urban Garden Media Mix
Ap p
Frequency
Urban Gardens To-Go
Market Place
Packaging
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Urban Gardens To-Go
Urban Gardens To-Go
ACTION PLAN Urban Gardens To-Go consistently develops action plans and media campaigns to continuously get our name out there and stay relevant in the market. Being a start up company, it is extremely important that the action plan displays brand consistency and can relate to the target audience. Through the different assets developed for the campaign, the Urban Gardens To-Go core values will be communicated.
Campaign Purpose Making Gardening Possible The main focus of this campaign is the convenience and resourcefulness that Urban Gardens To-Go can provide for our audience. We want to ensure that our audience understands that even with their hectic lives, there is still possible to grow a thriving garden.
Campaign Assets
Includes but is not limited to a variety of out of home, interactive and print media.
Campaign Book | Flourishing the Fields
OUT OF HOME At Urban Gardens To-Go, out of home marketing is crucial to getting the word out about business to every day people. Whether it be when they are on the go due to their busy lives or passing by in their free time, Urban Gardens To-Go will stay relevant today. Visual representations of Urban Gardens Core Values will be the guide and direction for all designs displayed through out of home marketing.
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Campaign Book | Flourishing the Fields
Outdoor Advertising
Urban Gardens To-Go’s outdoor advertising is meant to capture the audiences attention within a few seconds. By keeping it simple, viewers will have time to digest the information while on the go with their busy lives. We stand to make gardening community enjoy a fun and convenient experience towards healthy living.
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Campaign Book | Flourishing the Fields
Fleet Wrapping There are two types of vehicles that Urban Garden To-Go utilizes on a daily basis.
When workers are off to assist a member start or maintain a garden, the employees take the semi-truck to ensure any possible tool or supply will be on hand. Page 29
For smaller jobs and small local deliveries, including produce, employees utilize the work vans to get to their destinations as quick as possible. Campaign Book | Flourishing the Fields
INTERACTIVE MEDIA At Urban Gardens To-Go maintaining a digital presence is key to reaching out to the desired target audience. Living in a fast pace environment, the community finds it most convenient to have all they need at the tip of their fingers. Urban Gardens To-Go ensures to keep their website, mobile application and social media as current as possible to maintain relevancy and convenience.
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Campaign Book | Flourishing the Fields
Mobile Application
Urban Gardens To-Go’s mobile application is made to be as convenient as possible for the users. From a fun and simple approach, Urban Gardens To-Go combines all of their unique services and tips at the palms of every users hand. With individual accounts, gardeners can personalize their application to reflect upon their interests and sustain a healthy garden right in the application!
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My Garden Center Eat Grow Urban Gardens To-Go
Urban Gardens To-Go
Learn UGMarket Social Urban Gardens To-Go
Campaign Book | Flourishing the Fields
Recipes
Nutrition
Meal Plan
My Recipe Center Popular Recipes Farm Pesto Pizza Heather Secrist uses kale in her pesto for this tomatoey creation, though you can substitute arugula, spinach or basil if you prefer. Green Beans With Bacon and Onion Michael Semour has picky eaters in his family����������������������������� tempts them to eat their veggies! Tomato and Cheese Tart Assorted varities of tomatoes add color and freshness to this puff pastry tart. The pastry can be prepared ahead & baked last minute! Favorites
Catagories
Classes
Articles
My Learning Experience
Search Tips & Lessons Saved Tips & Lessons Tip of the day
L
S
My To
Garde
Garden 1. To remove t he s alt deposits that f orm on c lay pots, c ombine equal parts white vinegar, rubbing alcohol and water in a spray bottle. Apply the mixture to the pot and scrub with a plastic brush. Let the pot dry before you plant anything in it.
Track M
2. To prevent a ccumulating dirt under y our fingernails w hile y ou work in the garden, draw your fingernails across a bar of soap and you'll effectively seal the undersides of your nails so dirt can't collect beneath t hem. Then, a fter y ou've finished i n the garden, use a nailbrush to remove the soap and your nails will be sparkling clean.
Search
Urban Gardens To-Go
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Tips
Urban Gardens To-Go
Urban Gard
Let’s Grow!
Social Garden
o-Do’s
en Plan
n Journal
Market
Social Garden Forums Show My Garden
Buy
Sell
Trade
Products
Services
Search
Plant Files Garden Chat
My Plants
dens To-Go
Urban Gardens
The Dirt
Inbox Saved Searches Purchase History
Urban Gardens To-Go
Urban Gardens To-Go
Campaign Book | Flourishing the Fields
www.UrbanGardensToGo.com Urban Gardens To-Go’s webpage holds all the same information as the mobile app but is designed to hold a bit more complexity when diving into different areas of information. Being able to see more information on the a desktop is easier than a mobile screen.
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Social Media Social media is an important factor in maintain an online presence. By always staying connected with members of the community, Urban Gardens To-Go can continue to build their network.
Campaign Book | Flourishing the Fields
PRINT MEDIA At Urban Gardens To-Go, print media is used on a daily basis from corporate to every day guest use. The focus of Urban Gardens To-Go’s print media is aimed towards enforcing healthy living and bringing the community together. Through the use of natural resources and materials, Urban Gardens To-Go is helping to make the world a better place, one step at a time.
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Campaign Project Book | Flourishing the Fields
Stationary Urban Gardens To-Go has to communicate on a daily basis for business, marketing and many other factors. Maintaining consistency through the design of the stationary will help to keep the brand in mind visually for whomever is on the receiving end. Urban Gardens To-Go’s unique stationary is made 80 percent wheat straw and FSC Certified.
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Urban Gardens Magazine Urban Gardens Magazine is designed for easy reading and access to all the tips and tools one would need for the current season. Member testimonials, quick projects and other fun material are included within the editorial. The magazine uses a variety of soft shapes and elements that add visual interest and capture the readers attention. The magazine subscription includes an option for featured articles to apear on the mobile application
Campaign Book | Flourishing the Fields
Packaging Urban Gardens To-Go uses a variety of different packaging per different products and supplies. The use of re-sealable bags for potting soil, seeds, and other fertilizers allows Urban Gardeners to have the freshest ingredients to sustain the healthiest garden. Boxes are designed for supplies such as plant markers, plant supports and fastners for easy storage and access when needed.
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Campaign Book | Flourishing the Fields
THE
HARVESTING FUTURE
Future Exploration
Innovation Being known for our Ready-Made Kits, Urban Gardens To-Go will continue to develop creative kits and inspirational methods for gardeners to continue to sustain their efforts. Additional products and services will be included and adapted to meet the needs of the market.
Marketing Marketing research will continuously occur to enure that Urban Gardens To-Go is meeting all the needs of their audience as well as staying relevant in the market.Through the development of guerilla marketing campagins, commericals and radio spots, Urban Gardens To-Go will continously spread awareness of the brand and the joy of gardening!
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Expansion After a successful infiltration in the Atlanta Metro, Urban Gardens To-Go will continue to expand into major cities in United States before planning for international expansion.
Campaign Book | Harvesting the Future
A society grows great when old men plant trees whose shade they know they shall never sit in. - Greek Proverb
Urban Gardens To-Go Campaign Book
Designed by Emily Gagne emilygagne@outlook.com