Planting Seeds Growing People Digging
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Backyard Gardeners Network Planting Seeds Growing People Digging th The Lower 9 Ward By: Sirdaria Williams & Lauren Smith contents Executive Summary………………………………………………………………………………………………………..3 SWOT Analysis……………………………………………………………………………………………………………….4 Strengths Weaknesses Opportunities Threats Competitors……………………………………………………………………………………………………………………5 Strategy………………………………………………………………………………………………………………………….6 OBjectives………………………………………………………………………………………………………………………6 Big Theme………………………………………………………………………………………………………………………8 One-to-One/Guerilla Marketing PuBlic Relations & Event Marketing Social Media Marketing Appendix………………………………………………………………………………………………………………………12 Appendix A Appendix B Appendix C Appendix D Appendix E Appendix F Appendix G 2 Executive Summary The Backyard Gardeners Network (BGN) is a nonprofit organization that strives to Bring together the community of the Lower Ninth Ward together using food. BGN offers the neighBorhood a place to grow their own produce, reconnect with each other, and Become educated on the importance of healthy food. The BGN mission is “to sustain and strengthen the historically self-sufficient and deeply rooted community of the Lower 9th Ward of New Orleans, LA using our own food growing traditions as a platform to Build community, revitalize the neighBorhood and preserve our cultural heritage.” This integrated marketing strategy is designed assist BGN in sharing this mission not only with the community in the Lower Ninth Ward, But to Greater New Orleans. In creating a SWOT analysis of BGN, we wanted to address the organization’s strengths, weaknesses, opportunities, and threats. This analysis gave us the ability to Breakdown all the BGN is and how we can Best help. After our research and conversation with Ms. Mwendo, we decided that the Best course of action would Be to start an interactive campaign that comBined community involvement and social media outreach. The campaign will address our two target audiences; the people in the Lower Ninth Ward community and Greater New Orleans. The first target audience is the people of the Lower Ninth Ward Because the organization was designed with them in mind and is for their neighBorhood. The goal is to have them Be as informed as possiBle and to feel as though they Belong in BGN. Our aim is stress involvement and awareness. The second target audience of the campaign is the Greater New Orleans area. Our goal is to raise awareness to Bring forth potential volunteers, partners, and donors so that BGN can continue their mission and expand. This is where the social media aspect of the campaign takes precedence. Because this target audience will Be on the “outside looking in” we want to give them the most clear and positive visions possiBle so that the work and importance of BGN is evident. Everyone is aware of the unsurmountable damage that the Lower Ninth suffered through after the storm and will readily make themselves available to any aspect of rebuilding. Our campaign, “Digging the Lower Ninth Ward” will use heavy one-to-one/guerilla marketing strategy as well as social media as to create personal relationships with the community involved while also allowing the Greater New Orleans population a peek into why BGN is dedicated to what they do and why it is vital to a community seeking reconnection. 3 SWOT ANALYSIS: Strengths: Location is the main strength of BGN for three reasons. First, Being located in a city as food oBsessed as New Orleans is definitely a strength. It gives urBan farming the possiBly to have a high profile. New Orleans has a rich and interesting history. Community gardening and farming is part of that history, especially in African American communities. This is a strength for BGN Because it allows BGN to position itself alongside history and tradition which is important to its target audience. Adult gardeners will find that the community garden and program activities help them Both reminisce about a less complex way of life, and at the same time, transmit the skills and the values of this way of life to a younger generation. Secondly, BGN’s garden locations are in the Lower Ninth Ward, which is one of the areas largely associated with New Orleans. When people hear or think of the Lower Ninth ward they think of the effects Hurricane Katrina had on it and how it is still in need of improvement. This is a Benefit to BGN Because some of its traffic is volunteers. People want to volunteer in an area where they feel they are making a difference and their service will Be Beneficial. Lastly, mild climate is an advantage. Community gardeners as well as volunteers are cautious of the weather, which is an important factor in outside gardening. BGN is able to provide a service year round due to Louisiana’s mild climate. Weaknesses: There is a perception of the Lower Ninth Ward Being a dangerous area with high levels of crime that might detour volunteers from volunteering. Retention could Be seen as an issue. Because the garden is a community garden and not down the street or in everyone’s Backyard taking the time to get in the car and travel to the community garden could get old quickly for some people. Opportunities: BGN has the opportunity to use puBlicity in a variety of ways. New Orleans has great deal of celeBrities visiting the city, for various special events. CeleBrity acknowledgment and endorsement of BGN as a community resource reaches wide segments. Not just from outside celeBrities But also from local community celeBrities. Also, New Orleans has several colleges and universities. There is opportunity to tap into the college network for volunteers, gardeners, partnerships, and much more. Threats: Being that many of the events are outside at the gardens Bad weather and rain could Be a threat to the success of events. 4 Competitors: Tons of steel and miles of concrete have gone into the reBuilding of New Orleans in the decade since Hurricane Katrina. Lot of seeds and soil have also Been a part of that reBirth. Parkway Partners: WeBsite: www. parkwaypartnersnola.org Twitter: @ParkwayPartners FaceBook: Parkway Partners Parkway Partners is a non-profit organization that empowers citizens to preserve, maintain and Beautify green space in New Orleans. The organization was founded By citizen action in 1982 in response to massive Budget cuts to the New Orleans Department of Parks and Parkways. Parkway Partners Began its work By adopting out neutral grounds to citizens for maintenance. Today it supports extensive programming throughout Orleans Parish, including: • +45 community gardens/urBan farms • 11 puBlic schoolyard gardens • +11,500 trees planted since Hurricane Katrina • +600 neutral grounds adopted • Thousands of trees preserved through annual treatment and fertilization • Monthly educational series, 2nd Saturdays • Annual Tree Troopers educational series, since 2006 • Development and restoration of multiple parks, including Cancer Survivor’s Plaza, Lee Circle, Jackson Square, Washington Square and Palmer Park • Annual Tree and Plant Sale in partnership with the New Orleans Department of Parks and Parkways Grow Dat: WeBsite: www.growdatyouthfarm.org Twitter: @GrowDatNOLA Instagram: @growdatyouthfarm FaceBook: Grow Dat Youth Farm This project was incuBated By Tulane University and the Tulane City Center, and Grow Dat is now a partner of Tulane University, engaging students and faculty. On their farm they work collaboratively to produce healthy food for local residents and to inspire youth and adults to create personal, social and environmental change in their own communities. Grow Dat strives to Be a place where people from different Backgrounds and disciplines come together in research and practice to support puBlic health, local economies and a sustainable food system in South Louisiana. 5 Grow Dat is located on a seven-acre site in New Orleans' City Park, Grow Dat Youth Farm operates a two-acre sustainable farm. Annually, more than 50 youth participate in their Leadership and Advanced Leadership Programs, where through training and experience they learn skills related to three curriculum pillars: Sustainable Farming, Food Justice, and Umoja (Unity or "I am We"). Each year, they grow and harvest an average of 12,000 pounds of fresh produce. Seventy percent is sold at their farm stand and at farmers' markets (run By their youth employees). Thirty percent is distriButed through their Shared Harvest program, to low-income residents who otherwise have little or no access to fresh food. Hollygrove market and farm: WeBsite: www.hollygrovemarket.com Twitter: @HGMF Instagram: @hollygrovemarketandfarm FaceBook: Hollygrove Market & Farm The Hollygrove Market and Farm (HM&F) is a urBan farm, local produce market, and community garden space. HM&F exists to increase accessiBility of fresh produce to Hollygrove, surrounding underserved neighBorhoods, and all of New Orleans while promoting sustainability through support of local farmers and the local economy as well as acting as a demonstration site for environmentally sustainable practices. Their collaborative partners include Carrollton-Hollygrove Community Development Corporation, New Orleans Food & Farm Network, Tulane City Center, Trinity Christian Community, and the Master Gardeners of New Orleans. HM&F also features a Kid’s CluB for children ages 3-12 to get their hands dirty on the farm. Kids will participate in gardening activities, such as planting, watering, and weeding. They also get exposure to small animal care, feeding and watering chickens; and learning about where their food comes from! The Hollygrove Farm Kids’ CluB is open every Saturday from 12pm to 1pm, for $8.00 for one child, and $4.00 for additional children within a group. HM&F offers a discount for Hollygrove Residents and students at Lafayette Charter Academy. HM&F welcomes volunteers. Some of their other services include “What’s in the Box,” where for $25, customers can purchase a share of locally grown produce from their network of Louisiana and southern Mississippi farmers. They also offer a Box Meal Plan where they provide recopies that make it easy to use all the items in the Box. Lastly, they offer a home delivery service where you can purchase online and have your items delivered to your doorstep.