Professional Documents
Culture Documents
Date: 16/09/10
Project: corporate branding for New Leaf Horticultural Services - a Gardening,
Landscaping & Nursery Market co.
Project Champion: Jasper Hirst
Background:
The Audience:
Our primary audience is the private customer. Generally speaking this would the
middle/upperclass homeowners with gardens and not enough time or inclination to
maintain them themselves. Individuals who possess a certain amount of disposable
income, enjoy premium brands and are keen to be green. We want the customers to
be reassured by the brand and we need to avoid looking or sounding like a small
inexperienced group of kids doing a garden round to earn some pocket money. At
the other end of the spectrum we need to avoid presenting like faceless
corporate contractors by appearing friendly and approachable.
Our secondary audience at this juncture are the business owners. People who have
business needs that require concise, decisive and professional services.
Services such as grounds that need maintaining, supply of fresh produce for
their cafes, restaurants, bars,cut materials for people like florists etc.
Objectives:
Our primary objective is to build a solid brand and reputation for domestic
gardening and landscaping. Further objectives are to develop a recognisable
brand for fresh produce and saleable by-products. In addition we should keep in
mind the need for potential to expand the brand into commercial maintenance as
grounds maintenance contractors and education providers. This means we will
require a brand that can straddle several industry sectors without looking out
of place.
The main priorities for our primary objective have to be the development of a
logo, colour scheme and font style for the brand.
The Message:
If we could get one sentence through all the clutter, it would be that good
things grow out of shit! There is a remarkable amount of waste even in the
gardening industry, and there are also a lot of cowboys out there doing a really
poor job. We would like to let people know that switching to us and being
greener isn't going to cost them more, it will ultimately save them money.
If asked to prove it, we would use it as an opportunity to push the kitchen
garden and cut garden concepts. Basically using peoples gardens as places to
grow fruit, vegetables, herbs and flowers for personal consumption, bartering or
sale.
The Medium:
The best way to reach this audience is through direct contact i.e. in person
with business cards, flyers, A boards, vehicle signage and uniforms. Also via
community outlets such as cards on the information boards in newsagents,
supermarkets and post offices. Also via posters and flyers in garden centres,
DIY shops etc.
Another way would be through the media via advertisements in local papers the
local online community through sites like Manchester online. These various forms
could all be used to direct traffic to the company website for in depth
information. Once a customer base has been established the introduction of a
seasonal or quarterly newsletter could be useful to upsell services and
products.
Inspiration:
The Deadline:
Although we are currently in a test trading phase, the business officially goes
live in spring next year on 01/04/2011. As such the project must delivered in
its completed form on 01/02/2011.
Budget:
Jasper Hirst