Case-study -

Integrated marketing for breeders, growers and horticultural product companies

Client / Products: Terra Nova Nurseries / More than 1,100 Perennials

Objective: To research, create, generate, and manage a robust business-to-business and business-to-consumer integrated marketing plan that helps realize brand-building goals from year to year.

Results: Eberly & Collard Public Relations conceptualized and implemented brand standards for the company’s sales / marketing staff and distributors to follow; trade and consumer public / media relations programs leading to enhanced brand awareness-from 4 out of 10 respondents at the onset to 9 out of 10 within 2 years. Campaigns resulted with more than 250 trade press placements a year and more than 650 consumer press placements a year. Eberly & Collard Public Relations attained on average 50 byline feature articles annually to promote / publicize hundreds of new varieties and breeding break-throughs, in addition to the aforesaid customary press placements. The team conceptualized new plant, series and collection launch campaigns throughout North American and Europe in sync with overall brand standards, which helped lead to the client attaining earlier season product orders from customers and new forms of media attention than in prior years.

Also included was advertising with key messaging sound bites and associated low costs for placements to include increased ad impressions at lower ad costs year over year for 8 consecutive years. The firm’s creative team developed a tactical, annual ad schedule and concepts for signage, tradeshows, catalogs, ads, product profiles, and other collateral, while overseeing ongoing interaction to unify firm-to-client planning and execution among the creative graphic designer / management team.

Components of the overall strategy includes securing an increasing number of annual radio and television promos and publicity to market plants and personnel as experts; event planning / co-management with the client for plant trials, tradeshows and special events involving all elements from marketing concepts, collateral and co-hosting to promotions, publicity and press- yielding consistent, growing attendance and media coverage. In the end, customary marketing programs for growers and breeders were customized to address the client’s owned, earned and paid media, leaving no stone unturned for achieving critical impressions and brand equity.

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