Feature


Don’t Just Stand There. Plant Something!


Earlier this year, the Maine Landscape


& Nursery Association (MELNA) voted unanimously to participate in and support Plant Something, a national grassroots marketing campaign designed to get more people to enjoy gardening and support their local nurseries, garden centers, growers and landscapers. Tanks to a recent USDA Specialty Crop Block Grant award of close to $60,000, MELNA is now gearing up to bring Plant Something to life in communities throughout Maine. “Our first year’s efforts will focus on


6


creating a culture of awareness and interest around the benefits and joys of planting and landscaping ,” observes Don Sproul, MELNA’s Executive Director. Sproul also notes the importance of engaging MELNA members and stakeholders around the nationally successful Plant Something campaign. “Individual businesses do not have the resources to fund a campaign of this nature and scope. We expect this collaborative effort will benefit all businesses that produce and sell specialty crops, and accomplish more for Maine’s horticulture industry than any single, specific program.” In a number of other states Plant Something is credited for average increases of 10-15% in the sale of specialty crops. Originally developed by the Arizona Nursery Association, Plant Something’s track record has led to its recent adoption by horticulture trade organizations in an additional 18 states. “We can take advantage of years of experience in the development and nationwide rollout of a proven program, as well as a large library of Plant Something promotional materials available at little or no cost,” states Tom Estabrook of Estabrook’s Garden Center. He also reminds us that all MELNA members are eligible to join the Plant Something Campaign. Plant Something’s key messages resonate with consumers who are involved in their communities and inclined to take care of their homes, the environment and themselves. Te campaign encourages physical activity by promoting getting outdoors and cultivates good nutrition and a closer relationship between people, their food supply and their environment in a way that is easily accessible to individuals and


families. Empowering people to create attractive environments in which to live and grow often fosters a range of emotional and mental health psychological benefits. Purchasing and planting specialty crops can actually help Mainers increase the value of their homes. Investment in the landscape also improves the environment by supporting pollinators and wildlife habitat, keeping homes cooler and reducing stormwater runoff. Plant Something’s primary target audience is single-family homeowners. Home Owner Associations, Municipalities and Community Organizations, including schools and health agencies, are also prime target audiences for the campaign. Young adults, typically perceived to be less interested in gardening, are turning back to the land and farming and are evolving as an important audience for Plant Something as well. PlantSomethingMaine.org will kick off the campaign in January 2016. Tis website will be established as an online resource for all things related to gardening and landscaping and will include a directory of where to purchase nursery products and landscape services. In the Spring of next year TV advertising, social media and point-of-sale promotion will drive consumers to the website and ultimately to purchase products and services from MELNA. member businesses. MELNA plans to ask all associations and organizations connected to Maine’s planting and growing community to help get the word out and will provide messaging and promotional tools to jumpstart their efforts. By adopting the grass-roots, nationally established multi-media Plant Something program, Maine’s nursery and greenhouse industry has the opportunity to tap into the national wave of increasing interest in gardening, and to shape a long-term market demand for horticultural specialty crops that includes plants grown for their nutritional, emotional, aesthetic, financial and environmental value.


So don’t just stand there. Plant Something! Winter2016


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20