How a Message Campaign Produced a Team to Deliver Smart Gardening for a Ripe Audience
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Transcript of How a Message Campaign Produced a Team to Deliver Smart Gardening for a Ripe Audience
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How a Message Campaign Produced a Team to Deliver Smart Gardening
for a Ripe Audience
Joy Landis and Mallory Fournier, Michigan State University
IPM Program; Rebecca Finneran and Mary Wilson, Michigan State University Extension
#ACEPortland
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We’re talking about:• How we got started and why• How formed our messages• How we delivered them• How we rallied people to be
involved• The results• Opportunities for growth
(Result #1: Calls to our statewide garden hotline grew 20 percent)
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How did we get here?• Need for “environmentally
themed” messages to align with institute
• MSU Extension Research driven message “Mow High”
• Need to get the word out about new Consumer Horticulture tools developed by the team
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(Result #2: Soil test kits sales up 203 percent with 3,433 sold in 2013)
From fragmented to intentional• Smart lawns - Mow at the highest
setting to promote deep roots, avoid grub damage and crowd out weeds.
• Smart plants - Select plants, trees and shrubs that are native or well-adapted to challenges by pests and local conditions.
• Smart soils - Test the soil to use money and soil wisely by fertilizing only as needed per test results.
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(Result #3: Visits to our gardening website grew 25 percent)
From fragmented to intentionalTopic: How to have a low maintenance lawnFits into Smart Gardening:• Smart plants – pick the right plant for the place (grass variety)• Smart lawns – set mower on
highest setting.
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Keeping them focused – its’ all smart
Cat videos showing how much they love plants!!
Pruning treesWatch out for invasive species
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Tip Sheets• 15 tip sheets focusing on our message
– 2013 = 31,500; 2014 = 36,000– Total = 67,500 (plus 95,000 ready to go!)
• Available at garden shows and website
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Gardening in Michigan websitewww.migarden.msu.edu
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Writing for MSU Extension Newswww.msue.msu.edu
• Wrote articles on:– Promoting garden shows– Any of the three smart gardening messages– Linked to tip sheets
• Statement at bottom of every article told readers to go to website for more smart gardening topics
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Videos, Banners, Bookmarks and Aprons• 3-4 minute videos looped during garden shows• Large banners promoting our message• Master Gardener volunteers wore aprons that displayed
graphic identifier and passed out bookmarks
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Getting the team on board…• If you build it they will
come…• Synergy built when
volunteers saw the content and confident in delivery
• Clients drawn to professional looking presentation and cheerful volunteers
• Consistency and simplicity!
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Spreading Smart Gardening Messages
Engaging volunteers• Extension Master Gardener – Passionate, community volunteers– Trained through land grant universities
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Spreading Smart Gardening Messages
• Mandatory training– Smart Gardening messages– Show etiquette– Data collection
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More results• Our events drew people from 50 of our 83 counties and 2
nearby states
• Master Gardener volunteers documented 1,789 discussions about Smart Gardening at the two big shows.
• Survey of Grand Rapids conference and apprentice program participants: 69 percent used a soil test, 90 percent raised their mowing height, and 91 percent installed native plants.
• Partnering with the Ohio State University to share Smart Gardening resources and benefit from their vegetable gardening expertise.
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Thank you – feel free to contact us:
• Joy Landis, [email protected] and @landisj
• Mallory Fournier, [email protected] and @malloryashten
• Mary Wilson, [email protected]
• Rebecca Finneran, [email protected]