MARKETING T H E
GARDEN
PRESENTERS Leah Almeling
Account Executive, Van Leuven Communications
Dan Linck
Garden Leader, Wayside Hub Garden
Lauren Maul
Development Specialist, Gateway Greening
WORKING WITH MEDIA • A story in your local paper or on TV can generate awareness for your garden—garnering more participants, support, funding, etc. • How • • •
do you get stories published/produced? Press releases Pitch letters/calls Word of mouth
• You can never guarantee media attention—reporters and editors are the gatekeepers. • Working with the media requires immediate action.
GGI MEDIA RESOURCES • Media Kit available on-line • Comprehensive look at recent media stories on-line • Assistance from VAN LEUVEN Communications • Stock photos
MEDIA PROTOCOL • When in contact with someone from the media on Gateway Greening’s behalf, please use the following protocol as advised by VAN LEUVEN Communications. • This will ensure that Gateway Greening is represented in only reputable media while maintaining consistent key messaging.
CALL FROM THE MEDIA • Thank them for their interest in writing/producing a story involving Gateway Greening. • Find • • • •
out their: name number (cell number preferred) media outlet Deadline
• Inform them that you will have somebody get right back with them. • Contact VLC. • VLC will work with the media to discover what the story is pertaining to, help them with anything they need and call you back with directions on how to further handle the media request.
IN PERSON MEDIA • Thank them for their interest in writing/producing a story involving Gateway Greening. • Be proactive in introducing yourself. • Find • • • •
out their: name number (cell number preferred) media outlet deadline
• Inform them that you need to get approval before they can do any filming or photographing and that you’ll be right back with them. • Contact VLC.
IN PERSON MEDIA • Utilize the standard media release form, granting permission for photography usage. Signed copies may remain on file with GGI. • VLC will work with the media to discover what the story is pertaining to, help them with anything they need and call you back with directions on how to further handle the media request.
GARDEN CASE STUDY
• Established March, 2009
PARTNERS •
Gateway Greening
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UMSL’s Students of Service
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City of Normandy
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Normandy School District
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River Des Peres Watershed Coalition
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Operation Food Search
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Beyond Housing
BRAND TOUCHPOINTS •
Logo
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Facebook/Web
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Voice mailbox
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Weekly emails
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Events @ the garden
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Farmers’ Market
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Other Events offsite
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Face-To-Face interaction
LOGO USAGE •
Signage in a visible area
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Letterhead, Business cards
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Buttons
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Facebook page
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Flyers (use local library branch)
FACEBOOK/ WEB •
Use it regularly
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Create events
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Upload photos
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Encourage “friends” to post
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Create a blog or become a blog item
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Always bring it up in conversation
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It’s FREE, but requires TIME!
VOICE MAILS/ E-MAILS •
Use Voice Mail as an interactive tool
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Update, keep it fresh
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Encourage callers to leave a message
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Have multiple email address lists
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Make sure you have control of sent emails
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Regularly maintain address book
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Pass along pertinent info
EVENTS •
Make sure they’re well done
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Have sign-in sheets
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Advertise @ the garden
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Advertise on Facebook, via email and voice mail
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Clean up (very important)
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Think “kid friendly”
FARMERS’ MARKET •
Great opportunity to get exposure
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Sign-up for community booth
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Provide take away literature
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Initiate conversations
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Provide a unique food/item
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Once or twice a season
FACE-TO-FACE •
The most important communication tool
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Always have talking points ready
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Make sure all leaders are on the same page
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Promote, and know when to back-off
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Most Wayside members joined after a casual conversation
How Can We Help? As an organization, Gateway Greening is committed to the success of your garden. •
Trainings and Workshops
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Refer the media for interviews and photo requests
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Promote events through electronic channels
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Feature your garden in Urban Gardening news
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Post good news, events, photos and other highlights on Facebook and Twitter
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Promote your videos through the Gateway Greening YouTube channel
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There are a ton of FREE resources out there.
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Glad to help you setup up webpage, Facebook, Blog, etc. Just ask!
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Urban Gardening Newsletter •
A section devoted to community gardens features a new garden each issue
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Articles can be written by garden leaders, community gardeners, volunteers or GGI staff members
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Include recent photos of your garden
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List your event in the Events Calendar
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Urban Gardening News is sent to nearly 6,000 households every 3-4 months
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Readership is primarily community gardeners, volunteers and Gateway Greening supporters
2/7/11
www.gatewaygreening.org • All new, redesigned page as of Winter 2010 • Linked to Picasa photo site, Facebook and Twitter • Donate Online pages coming soon • Upcoming Events show on home page • List and map of community gardens
2/7/11
Photo Submissions •
Yes, a picture really does say a thousand words
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What do we do with the photos? • Media requests • Grant applications • Fundraising campaigns • Social Media and Blog posts • Webpage • Newsletter • Donor Reports • Informational material about Gateway Greening programs • Orientations and educational workshops
2/7/11
Event Calendars •
Bell Bulletin
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Urban Gardening Newsletter (eventually electronic version, too)
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Special Event E-blasts
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www.gatewaygreening.org Upcoming Events page feeds to homepage
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Use community calendars and list serves such as: • Stlgreen.com • St. Louis Food Policy Council Listserve • Slow Food • Gateway Gardener Magazine • Sustainable St. Louis • St. Louis American, Beacon, St. Louis City webpage
2/7/11
Facebook, Twitter, Blog and YouTube •
Gateway Greening maintains a presence on each of these sites
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Post your event announcement or post-event photos
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Announcement of awards and grants
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Video clips from events or workdays
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Spur online engagement
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Easy to link to own page or blog if you’ve created one
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Submit blog posts
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Connect community gardens to each other electronically
2/7/11
Keep in Touch •
If we don’t know the good news, we cannot share it.
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Let us know when you are planning an event and we’ll help you promote it
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If you have flyers or postcards, drop some by the office
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Give two months notice for fullest coverage
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“Like” Gateway Greening’s page and post messages about your garden on our wall
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Stories, good news, awards, grants, pictures, news releases, events, celebrations, anniversaries or regular workdays
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Tell us what you are doing and we will spread the word!
• QUESTIONS? SUGGESTIONS? COMMENTS? 2/7/11