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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

UMSL’s Students of Service

City of Normandy

Normandy School District

River Des Peres Watershed Coalition

Operation Food Search

Beyond Housing


BRAND TOUCHPOINTS •

Logo

Facebook/Web

Voice mailbox

Weekly emails

Events @ the garden

Farmers’ Market

Other Events offsite

Face-To-Face interaction


LOGO USAGE •

Signage in a visible area

Letterhead, Business cards

Buttons

Facebook page

Flyers (use local library branch)


FACEBOOK/ WEB •

Use it regularly

Create events

Upload photos

Encourage “friends” to post

Create a blog or become a blog item

Always bring it up in conversation

It’s FREE, but requires TIME!


VOICE MAILS/ E-MAILS •

Use Voice Mail as an interactive tool

Update, keep it fresh

Encourage callers to leave a message

Have multiple email address lists

Make sure you have control of sent emails

Regularly maintain address book

Pass along pertinent info


EVENTS •

Make sure they’re well done

Have sign-in sheets

Advertise @ the garden

Advertise on Facebook, via email and voice mail

Clean up (very important)

Think “kid friendly”


FARMERS’ MARKET •

Great opportunity to get exposure

Sign-up for community booth

Provide take away literature

Initiate conversations

Provide a unique food/item

Once or twice a season


FACE-TO-FACE •

The most important communication tool

Always have talking points ready

Make sure all leaders are on the same page

Promote, and know when to back-off

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

Refer the media for interviews and photo requests

Promote events through electronic channels

Feature your garden in Urban Gardening news

Post good news, events, photos and other highlights on Facebook and Twitter

Promote your videos through the Gateway Greening YouTube channel

There are a ton of FREE resources out there.

Glad to help you setup up webpage, Facebook, Blog, etc. Just ask!

2/7/11


Urban Gardening Newsletter •

A section devoted to community gardens features a new garden each issue

Articles can be written by garden leaders, community gardeners, volunteers or GGI staff members

Include recent photos of your garden

List your event in the Events Calendar

Urban Gardening News is sent to nearly 6,000 households every 3-4 months

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

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

Urban Gardening Newsletter (eventually electronic version, too)

Special Event E-blasts

www.gatewaygreening.org Upcoming Events page feeds to homepage

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

Post your event announcement or post-event photos

Announcement of awards and grants

Video clips from events or workdays

Spur online engagement

Easy to link to own page or blog if you’ve created one

Submit blog posts

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.

Let us know when you are planning an event and we’ll help you promote it

If you have flyers or postcards, drop some by the office

Give two months notice for fullest coverage

“Like” Gateway Greening’s page and post messages about your garden on our wall

Stories, good news, awards, grants, pictures, news releases, events, celebrations, anniversaries or regular workdays

Tell us what you are doing and we will spread the word!

• QUESTIONS? SUGGESTIONS? COMMENTS? 2/7/11


Marketing Your Garden  

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