Social media campaign seeks to # plantsomething
BY MARIA ZAMPINI
“ Got Milk?”“ The Incredible Edible Egg,”“ Pork: The Other White Meat,”“ Beef: It’ s What’ s for Dinner” and the California Raisins’“ I Heard it through the Grapevine.”
Chances are you’ ve heard at least one or more of these successful marketing slogans. You may also wonder why there isn’ t a national marketing campaign for the green industry. Well, it’ s a long story— more than I can explain here. But I can assure you it’ s not been for a lack of trying on both a national, and even the state level.
However, there is a grassroots marketing campaign happening that I think you’ ll find of interest: Plant Something. I challenge garden writers to take part in this coordinated effort to educate consumers on the benefits of gardening and encourage more people to Plant Something.
Founded in Arizona by the Arizona Nursery Association, the Plant Something campaign is now going national. It is built around the health, environmental and monetary benefits of all kinds of plants. There are 22 partners from the U. S. and Canada representing green industry associations that have committed their support at some level to this marketing effort. The campaign messaging is all built around an easy, friendly tone especially targeted for millennials.
For those of you who attended the 2014 GWA Annual Symposium in Pittsburgh, you’ ll recall that we had a GWA flash mob, where we promoted Plant Something by handing out brochures with All-America Selections seed packets. Or perhaps you saw the Plant Something Massachusetts music video featuring GWA’ s own C. L. Fornari?
I contacted Plant Something and requested some of their brochures and plant stakes. Every time I do a book signing I use
the # PlantSomething hashtag in my signature and include the brochure and the plant stake as a bookmark.
HOW CAN YOU GET INVOLVED?
• Visit the Plant Something website and reach out to the local association carrying the torch in your state. Connect with them. And if your state association is not yet on board, encourage it to become a part of the movement
• Use the # PlantSomething hash tag on social media and tag your state association, local retailers and nurseries in your posts.
• Customize the # PlantSomething hashtag: # PlantSomethingforPollinators or # PlantSomethingfor- Dad or # PlantSomethingWater- Wise. The list is endless.
• C. L. Fornari has done a # PlantSomethingSunday, asking her followers across social media to post what they’ ve planted and to use the hash tag. I’ m trying to follow her lead, but if I miss Sunday, then I simply use # PlantSomething, and ask the same question on a different day of the week.
• C. L. also suggests # PlantSomethingGood be used when you talk about community projects you’ re involved in.
ROB CARDILLO
• The Plant Something partnership is primarily using its plantsomething. org website and Facebook page to engage consumers. Please visit both to learn more about it. Consider liking their Facebook page; include a link to their website on your social media sites to introduce the campaign to consumers.
Join the movement and embrace the mission, which supports GWA’ s goals and initiatives. Don’ t just sit there, Plant Something! For more information, or to request brochures or plant stakes, contact Cheryl Goar, Arizona Nursery Association, cgoar @ azna. org.
Maria Zampini is a National Director and cochair of GWA’ s Outreach Task Force.
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