The research paper
abinjazii
Theresearch.docGardopia Gardens Marketing Research 1
Gardopia Gardens Marketing Research 4
Marketing Research
CAPSTONE II
Dr. Scott
Abdullah Bin Jadid
Joe Brown
Nawaf Bakri
Table of Contents
Mission Statement-------------------------------------------------------------------------------------------0
Vision-----------------------------------------------------------------------------------------------------------0
Introduction----------------------------------------------------------------------------------------------------0
Farms Comparison--------------------------------------------------------------------------------------------0
· Dates of incorporation-------------------------------------------------------------------------------0
· Strong attendance in the social media-------------------------------------------------------------0
SWOT analysis and Strategies-------------------------------------------------------------------------------0
· City Slicker Farms-----------------------------------------------------------------------------------0
· Planting Justice---------------------------------------------------------------------------------------0
· The edible Schoolyard-------------------------------------------------------------------------------0
· Victory Gardens--------------------------------------------------------------------------------------0
· Grow NYC--------------------------------------------------------------------------------------------0
· Fleet Farming-----------------------------------------------------------------------------------------0
· Gardopia Gardens------------------------------------------------------------------------------------0
Comparing SWOT analysis and Strategies------------------------------------------------------------0
Gardopia Gardens Strategic Analysis---------------------------------------------------------------------00
· Internal Analysis------------------------------------------------------------------------------------00
· External Analysis-----------------------------------------------------------------------------------00
1. Customer Analysis-------------------------------------------------------------------------00
2. Competitor Analysis-----------------------------------------------------------------------00
3. Market Analysis----------------------------------------------------------------------------00
4. Environmental Analysis------------------------------------------------------------------00
· Remote Environment--------------------------------------------------------------------------00
· PESTEL analysis-------------------------------------------------------------------------------00
The Logo and design in marketing------------------------------------------------------------------------00
· The logo Comparison--------------------------------------------------------------------------00
· Logo Survey-------------------------------------------------------------------------------------00
· Potential New Design--------------------------------------------------------------------------00
Strategies to Gardopia Gardens----------------------------------------------------------------------------00
Marketing Development Strategy-------------------------------------------------------------------------00
A- Social media marketing strategy plan------------------------------------------------------------00
· Facebook----------------------------------------------------------------------------------------00
· Instagram----------------------------------------------------------------------------------------00
· The Cost and The benefit-------------------------------------------------------------00
· Twitter-------------------------------------------------------------------------------------------00
· The Cost and The benefit-------------------------------------------------------------00
· Google-------------------------------------------------------------------------------------------00
· The Cost and The benefit-------------------------------------------------------------00
· YouTube-----------------------------------------------------------------------------------------00
· The Cost and The benefit-------------------------------------------------------------00
B- Direct Mail such as USPS-------------------------------------------------------------------------00
· The Cost and The benefit----------------------------------------------------------------------00
C- Partnership with a gardening supplier (Home-Depot or Lowe's) ----------------------------00
· Affiliate Program-------------------------------------------------------------------------------00
· The Cost and The benefit--------------------------------------------------------00
References----------------------------------------------------------------------------------------------------00
Mission Statement
Gardopia Gardens’ mission “is to educate communities about the importance of practicing wellness in their daily lives through gardening, in-turn creating a healthier, more educated, and environmentally sustainable society (gardopiagardens.org).” The mission is very clear and precise as to what they aim to do with the non-profit organization showing how they want to generate a greater importance on health and wellness through gardening all around San Antonio. Through the passion and commitment to this cause, CEO Stephen Lucke believes strongly that by putting a larger importance on gardening will create a healthier lifestyle for all in the future. As the mission statement is so clear and easy for people to understand, if people were to go onto the website people will immediately see their goals and people may be more entitled to donate to the cause.
Vision
Stephen Lucke has a vision for Gardopia Gardens which is that “one day every school, house, restaurant, grocery store, etc. will have edible gardens. Providing access to fresh produce, decreasing food insecurity, and encouraging environmental stewardship. (gardopiagardens.org)”. He feels that if he can gain more exposure into schools by creating gardens and educating the youth of San Antonio about the importance of healthy eating and wellness, it will in turn create a healthier population of San Antonio. This is what Gardopia aims to achieve by having a larger amount of people having access to fresh fruits and vegetables with increased volunteers and participation in their garden clubs at their local schools.
Introduction
Gardopia Gardens was founded by Stephen Lucke in 2012 after graduating from the University of the Incarnate Word. His main idea was to educate people about their health and to find ways they could improve that. During his time at the university he recognized the huge problem of obesity and wanted to address this problem in his own way. Stephen started by creating a garden at the university, the main focus was on diet and nutrition and wanted to educate people on how easy it can be to grow and consume fresh fruits and vegetables.
As a company, they serve to build communities, preserve the environment, educate and promote nature and well-being and reduce obesity by planting edible gardens across the city. Stephen Lucke would like to conduct market research to find out how many schools, businesses and households have a garden planted, if they have someone to fund and take care of it too. Gardopia are also interested in finding out how similar organizations like theirs run their business and what makes them successful. Our capstone group will be assisting in conducting the research for the survey that will be sent out to schools, businesses and household. While also conducting research into similar companies.
The main objective is to conduct market research for Gardopia Gardens by distributing out the already created surveys to as many schools as we can in the San Antonio district, we will also create our own surveys that will be handed out to the businesses and households to determine information on if they have a garden or not. This research provided will be used for Gardopia for their future projects. Along with this, another objective will be to find similar garden businesses and find what is their most successful practice and try to put in a plan of action which may be able to help Gardopia Gardens.
Gardopia Gardens is a non-profit organization that focuses on the wellness and good of all people, as a company they focus on the development of wellness and providing a healthier lifestyle that people can follow. The purpose of this strategic analysis is to conduct research on their practices internally and externally.
Farms Comparison
Talk briefly about:
Dates of incorporation/
· Grow NYC: 1970
· The Edible Schoolyard: 1995
· City Slicker Farms: 2001
· Planting Justice: 2009
· Victory Gardens: 2012
· Fleet Farming: 2014
· Gardopia Gardens: 2015
Strong attendance in the social media.
· Grow NYC
Facebook: 30,577 followers, Instagram: 14,400 followers, Twitter: 17,800 followers.
· The Edible Schoolyard
Facebook: 43,880 followers, Twitter: 18,300 followers.
· City Slicker Farms
· Facebook: 5,483 followers, Instagram: 4,216 followers, Twitter: 3,262 followers.
· Planting Justice
· Facebook: 8,654 followers, Instagram: 1,476 followers, Twitter: 2,842 followers.
· Victory Gardens
Facebook: 3,347 followers, Instagram: 7,196 followers, Twitter: 3,503 followers.
· Fleet Farming
Facebook: 17,850 followers, Instagram: 5,227 followers.
· Gardopia Gardens
Facebook: 1,427 followers, Instagram: 930 followers, Twitter: 85 followers.
SWOT analysis and Strategies
City Slicker Farms
Strength
City Slicker Farms offers unique and low-cost resources to the members of the West Oakland community towards meeting their need; delivering healthy food for both themselves as well as their families through creation of organic, high-yield and sustainable backyard gardens and urban farms. The agricultural program assays at attending to all the residents of West Oakland in addition to prioritizing people who have the lowest degree access to farming by offering urban farming education, garden products, community markets among others (Leal, 2011).
Despite offering unique and low-cost resources, City Slicker Farms has the vantage of the youthful population who offer a larger workforce population of both volunteers and workers as a majority of these youths are in a direful need for workforce development opportunities. Furthermore, City Slicker Farms provide opportunities that hence cater for affordable, healthy food besides plying for improving the environment.
Weakness
Prior to its strengths, City Slicker Farms are subjected to gentrification. This relates to the restoration of run-down urban areas by the middle class resulting in the displacement of low-income residents. The demographic changes within the neighborhood serve a deterring factor to the emergence and growth of farming activities, an initial intended purpose.
City Slicker Farms are also faced with lack of resources such as equipment and funding. This is a critical factor regarding selection as there exist a rigid competition for funding among other programs hence these resources are necessary for making the project possible.
Opportunities
City Slicker Farms offer locally grown foods that are cultivated within a particular locality of the community. Gardens and farms demonstrate the practicality of offering local food-production systems that serves the community, offers empowerment to both adults and children who endeavor into learning about the relationship between farming, urban environment, and ecology. This gives the people of West Oakland community a vital tool for self-sufficiency and personal independence.
In addition to providing locally grown food, City Slicker Farms offers workforce development, peculiarly the youth. Through the involvement in urban agriculture, the West Oakland community project has successfully enabled the proposition of building job skills that tend to engage youth development.
Threats
One of the major obstacles City Slicker Farms face is lack of infrastructure due to lack of finances. Farmers within the West Oakland community are deprived of credit services that limit financial aid. Lack of credit services therefore hinders most of these farmers and deters them towards building proper storage facilities as well as viable infrastructure that ought to enable them to have access to markets and essentially develop credible farming equipment.
Planting Justice
Strength
In accordant with the website information, Planting Justice offers a unique proposition for nursery and aquaponics farms, an extensive farmland, food justice education, grassroots canvass, holistic re-entry, farmer training program and yard transformation. Through its nursery collection, Planting Justice has 1,100 different varieties of organic tree-crops. On the other hand, the food justice education program prompts people who are directly affected by food injustice and poverty towards creating a sustainable and more local food system through skills development in nutritional education, permaculture design and multimedia arts that serves the purpose of connecting urban gardens with the local and international movements and struggles for social justice.
Weakness
Lack of volunteers bears a constraining factor to Planting Justice. Its five-acre plantation grove and farm located in El Sobrante constitutes a place to an extremely diverse accumulation of shrubs and fruiting trees that currently house seven hundred varieties over hundreds of different plant families. The large garden farm rigorously needs attention as volunteers offer a supporting hand in managing these fields.
Opportunities
Planting Justice is favored with community health experts and advocates who are adequately trained and devoted to administering farmer training programs to the community of the specified locality. Consequently, the farming program hires staff directly without deviation from the communities they serve, and hence develop mentorship opportunities and close relationships with students through the consistent and reproducible weekly programming. Moreover, the Planting Justice has partnered with allies and educators towards evolving the “Plant! Cook! Organize!” curriculum that is to be availed online in the near future.
Threats
Planting Justice is presented with lack of resources and competition for funding respectively hence deterring diversification. Regarding agriculture, diversification involves purchasing and obtaining more machinery, increasing the amount of both capital and labor demanded in managing a more composite operation. With the limited resources as such, lack of resources tends to limit food production and resultantly hinders various development programs involved within the system and therefore inhibiting gradual improvement and general progress.
The Edible Schoolyard
Strength
According to the Edible Schoolyard website, the program inclines at sharing and building an edible education curriculum for pre-kindergarten students through to high school. The establishment envisions kitchens and gardens as interactive classrooms intended for entire academic subjects, and a free and delicious lunch that caters for every student with an aim of transforming the values and health of each and every child in the United States.
In essence, the Edible Schoolyard offers a unique proposition that involves an extensive curriculum, garden and kitchen classroom, family nights out and professional development. For the most part, the Edible Schoolyard trains educators across the world in creating sustainable and powerful edible education programs among their communities and schools. The program seeks towards backing and supporting communities while they develop sustainable and strong programs.
Weakness
Curriculum differentiation stands a weakness to the Edible Schoolyard program. By the fact that the system intends to serve an interchangeable curriculum to students within the United States and all over the world, it is out of the question as different regions of the world share different curriculum programs. This can only be realistic for the existence of a differentiated curriculum.
Opportunities
Contrastingly, an opportunity that best serve the Edible Schoolyard program is the differentiated curriculum as prior stated. In essence, a differentiated curriculum constitutes a curriculum that is individualized in order to meet a diverse needs and concerns of all students supposedly within one class. The system lies under equality, which implies giving each and every student equal opportunities of learning and not necessarily teaching every student in the exact same way as taught.
Threats
The Edible Schoolyard faces multicultural difference. Initially, the intent of the curriculum serves to engage all individuals with different cultural stands. This subjects different individuals into losing a little of personal identity prior to acquiring another curriculum. This is supposedly because; a majority multicultural education programs only focus on different cultures in the absence of providing an education that is within the constraints of the student’s culture. Nevertheless, it is important to acknowledge oneself fairly as it is crucial to know about the concerns of others at a cultural level.
Victory Gardens
Strength
In accordant to the Victory Gardens website, the urban farming program extends a unique selection of gardening basics that entails preservation workshops and container gardening besides pocket markets. The intended purpose to this program is to offer a wider selection of agricultural segments in order to facilitate the beginner gardeners and the advanced gardener as well as allowing individuals to grow what they eat.
The fundamental proposition to this program is to help people grow their food through availing education, infrastructure development, and maintenance. Additionally, Victory Gardens successfully engage urban agriculture including front and backyards, rooftops, and apartment balconies aside from public and commercial space respectively.
Weakness
Victory Gardens lacks extensive agricultural expansion in terms of surface area due to the confined spaces they tend to spot and exploit. In such a situation, there exist only low farming areas and hence low investment.
Opportunities
Victory gardens offers an extensive custom package services according to an individual’s requirements and specifications. Their service entails consultation on the available specifications within a particular garden space as well as assessing the site characteristics. Upon this, one is given advice on what to grow best within the particular garden and finally the development of an electronic “Custom Garden Map and Planting guide” that is oriented to one’s specific vision.
Threats
Lack of expansion referable to the idea that Victory Gardens employs the available spaces in front/backyards, rooftops, and apartment balconies aside from public and commercial space, there is an insufficiency in expanding upon in size, volume, quantity, and scope of production and output.
Grow NYC
Strength
With respect to the Grow NYC website, the program has a green strategy of green market, recycle, garden and teach respectively. Grow NYC fosters the green market through a broad network of farmers markets, fresh food box pick-ups, youth markets, and Greenmarket Co. that ensures the entire New York region has access to the healthiest and freshest local food.
Weakness
Grow NYC faces environmental concerns and soil contamination. In New York City, the environmental issues are largely affected by the size of the city, its density, the abundant and exuberant public transportation infrastructure, and its location that opens through the Hudson River.
Opportunities
Opportunities within Grow NYC pertains a volunteering workforce that the population contributes. The availability of volunteers predominately improves quality of life within New York City through environmental platforms and programs that are aimed at transforming the community’s foundations hence empowering all New Yorkers in order to secure a healthy and clean environment for the future generations respectively.
Threats
Access to water is a threat to the existence and the sustenance of Grow NYC program. In New York City, the waste-water treatment plants, domestic sewage, rain events cause water runoff, and industrial wastewater that is directed and washed off to the waterways creating what is termed as the CSOs or the Combined Sewer Overflows.
Fleet Farming
Strength
Fleet Farming is an agricultural program that transforms the underutilized land within the regions of Orlando and its neighborhood into productive small-scale farms so as to impact the local food systems. The program has a unique proposition as everything grown is availed and sold at local restaurants and farmers markets within a three-mile radius and only by transforming neighborhood lawns into gardens of community-driven farm plots.
Weakness
Revenue taxation stands a limiting factor to farming persistence with respect to financial constraints within Fleet Farming. Besides taxation, underutilization of land structures finds it limiting for the Fleet Farming program to expand and produce farm products on a large scale.
Opportunities
Opportunities within Fleet Farming are subjected by the inclination of transforming front, back, and side lawns within communal, business and residential land.
Threats
Financial capacity and changes in prices stand a threat to Fleet Farming.
Gardopia Gardens
Strength
Gardopia Gardens offers garden-based learning programs (GBL) that mainly caters for evidence-based practices which assays at teaching the youth on how to grow food. Its unique proposition plies for the GBL curriculum that has a strong emphasis on reducing malnutrition and childhood obesity.
Weakness
Market restraints stand a major weakness associated with Gardopia Gardens.
Opportunities
Higher volunteer turnout and the maximum use of technology in enhancing better yield hence better production
Threats
Health disparities that are primarily affiliated obesity.
Comparing SWOT analysis and Strategies
Predominately, Gardopia Gardens offers precise interventions in terms of purpose as compared to the other programs specified. In essence, Gardopia Gardens strives at attaining the core values of health, education, and environment. Contrastingly, other programs mainly focus on realizing agricultural output in terms of production entirely (Wylde, 2012).
On the other hand, it can ascertain that Gardopia Gardens emphasizes on addressing the need of a particular purpose intended towards a particular line of orientation. The program therefore offers effective interventions that are necessary to cover the growing eruption of childhood malnutrition and adult obesity, a missing factor among other programs stipulated.
Gardopia Gardens Strategic Analysis
External Analysis
1. Customer Analysis
The customer analysis segment of Gardopia Gardens is a critical segment of the community gardening program. The analysis basically identifies the target customers, determines the needs of the customers, and then gives a value on how the product meets these needs. Gardopia Gardens mainly targets the obese in the society so as to give attention to the obesity epidemic, a widespread outbreak that is affecting the nation. Obesity has dramatically increased in the past three decades.
According to the CDC data brief, more than 36.5%, about one-third of the adult in the United States have obesity. Obesity-related prevailing conditions include stroke, heart disease, type 2 diabetes and distinct types of cancer, persisting among the leading causes of preventable death. In the U.S, there is an estimated obesity medical cost of $147 billion each year as per the year 2008 having the medical costs obese for people being $1,429 beyond individuals of normal weight. The data brief therefore shows prevalence within the unmet needs of the population as ascertained.
2. Competitor Analysis
Regarding competitor analysis, Gardopia garden has been strategically working with numerous strategic groups within the area, having the Resurgence Collaborative as the most widely esteemed non-profit coalition. Respective partners such as Eastside Promise Neighborhood (EPN), The San Antonio Housing Authority (SAHA), City Council District 2 (D2), San Antonio Police Department (SAPD), San Antonio Independent School District (SAISD), among several local businesses, churches and separate ventures have been inherent to the program. From that fact, the program has seen effective interventions in terms of performance in peculiarly addressing the widespread of both childhood and adult obesity respectively. Through the garden-based learning (GBL) and the recent establishment of the wellness center, Gardopia gardens aim at determining performance. The program’s mission is to educate communities on the importance of exercising wellness in their day-to-day lives. Through gardening, Gardopia aims at attaining a healthier, educated and society that is capable of being sustained with respect to the environment. In addition, the program’s core values include health, education, and the environment
3. Market Analysis
Gardopia gardens started out in 2015 fundamentally in order to address the health disparities within the corridor near the Eastside of San Antonio that established a high-crime rate. It was initially funded by the Bryne grant via the SAHA, (San Antonio Housing Authority). The program implemented crime prevention strategies through environmental design, forming the CPTED as a way of reducing crime. Consequently, Gardopia gardens became the first Garden Utopia within the Eastside while working with the SAHA, where community members began farming their own food through the abandoned lot.
The Garden-Based Learning (GBL) Program has enabled the program to maintain five organic gardens within the bounds of the Eastside Footprint in only two years. This includes Bowden Elementary School, Ella Austin Community Center, Sam Houston High School, Washington Elementary School as well as the wellness center garden on N. New Braunfels Street. Since its initiation, Gardopia Gardens has expanded to attend to Cambridge Elementary, the San Antonio Independent School District’s Young Men’s Leadership Academy and Alamo Heights Junior School as a whole, thus assisting a total number of 413 young persons and 87 adults within the last year. Today, the program persists on serving at a risk multi-cultural community that experiences high rates of unemployment, poverty, obesity, and other non-communicable diseases (NCD), tobacco use, alcohol, physical inactivity, and unhealthy diets increase the risk of dying from an NCD. In future prospects, Gardopia gardens aim at reducing the rates malnutrition and obesity by increasing the availability of fresh produce, providing family fitness classes for free and by imposing strategic intervention of planned events in schools and community centers altogether.
4. Environmental Analysis
The operating environment within Gardopia consists of the garden's customers, suppliers and market intercessors that link the project to its customers. The Gardopia gardens market pool basically comprises of the gardening beneficiaries as well as the community as a whole that inclines towards teaching people about environmental sustainability and wellness through gardening. Gardopia provides other services such as Buy-A-Garden with Gardopia gardens that endeavors at obligating individuals start their own vegetable garden as well as native landscaping gardening in order to arrest obesity.
The garden supplier segment mainly comprises of the volunteers and counterparts who engage in making the project a success. The supplier pool has successfully enabled the garden address various prospects such as the provision of a wellness center. It can be ascertained that Gardopia is at present establishing a wellness center along the Eastside of the city, which throughout history has been regarded a potential violence spot for criminal activity. The project hopes to address the situation through offering programming events that are wellness based, educating the homeless and individual who are at potent risks to criminal activity and how to extend a healthier lifestyle.
All the same, market intercessors that subsist within the project are the distributors of the garden’s essential goods and services. The gardening distributors carry a variety of contending products, maintaining close relationships with the garden’s suppliers and customers respectively. They are of essence to Gardopia as they cater for a wider distribution channel as well as constituting as sales and marketing expertise. They understand and comprehend very well on how best to trade with their customers. They are in a position to hold new products and successively promote the gardening products in the most effective manner that is best for the community and the garden, so as to achieve the best overall results. However, one of the most limiting factor with Gardopia gardens distribution channel is inventory problems. The project faces the disadvantage of data collection from its diverse centers before attaining an accurate inventory.
Remote Environment
The remote environment generally involves political factors, economic factors, social factors, and technological factors. From this overview, it is hence necessary to determine the PESTEL analysis for Gardopia Gardens.
PESTEL analysis
With respect to political factors, Gardopia gardens face a high exposure to changes in regulation. The government occasionally alters the regulations and rules pertaining the program. This greatly holds negative effects in achieving most of its strategies. The gardening program is also subjected to economic factors. The major economic factor within Gardopia is the disposable income of buyers. In essence, if there is a decrease in the disposable income, customers have less to spend in purchasing Gardopia products and services. This drives consumers to consume less and hence avoiding waste. The overall decrease in economic consumption tends to decrease corporate earnings and corporate sales respectively.
Regarding social factors, Gardopia also faces challenges among gender and the connected demographics as a whole. A majority of volunteers within the program consists of the Latin American origin residents in the United States who occasionally move from place to place. This largely affects the human population within the region hence inhibit prolongation.
Gardopia also faces a high rate of technological obsolescence. The tendency of advancing in terms of technology is generally low. Technology is ever advancing at any given point. As such, the program needs to stay afloat with the current changes of technology and technological inventions respectively. In addition, legislative changes further have an impact on the program. Legislative changes fall out from time to time and a majority of these changes largely have an effect on the business environment.
The Logo And Design In Marketing
A logo is basically a graphical mark that is used for identification of a company or a product. A logo holds the value of the company since it shows its identity. In addition to that, logos are used for advertising the product and services that a company offers. A logo can be a mark, flag, symbol and design among others (Lewis, & Lewis, 2009). Therefore, this means that logo is a trademark of a company. It is also important for companies to design their logo in a way that will be easily understandable since it is a promotional material.
There are five principles that should be followed by companies when designing their logo. They are; simplicity, memorable, timeless, versatile and appropriate. When these are followed, a company will be able to come with an ideal logo (Lewis, & Lewis, 2009). An ideal logo should be simple so that it can be easily recognized. The simplicity of a logo makes it versatile and memorable. Therefore, an ideal logo should be unique and simple. An ideal logo should also be memorable. This means that an appropriate logo should be easily remembered maybe because of its specialty. Therefore, if the logo is simple, then definitely it will be memorable. An ideal logo should also be timeless in such a way that it will stay long for many years without being changed. Basically, longevity is the key to a logo. An ideal logo should also be versatile.
A logo should be able to work across a diversity of mediums and applications. Some logos are designed in a versatile format so that it can be scaled to any size. Therefore, this means that a logo should be able to work both in vertical and horizontal formats. An appropriate logo should also be appropriate. A logo should be positioned in such ways that are appropriate for the intended purpose. Basically, it is not a must for a logo to show what a company is offering but rather can be designed in another way as long as it is appropriate and can be easily identified. A logo should be self-explanatory such that people won’t have to ask its meaning but understand by themselves. It is important to know that a logo’s quality is important since it gives its meaning and what it symbolizes. An ideal logo should also be distinct. It should stand out from other industries. It should not be similar to that of the competitors since it may be difficult for potential customers to recognize a brand of an industry. Therefore, the company should ensure that its logo is unique and easily distinguishable from other brands.
The logos of Victory Gardens, Edible Schoolyard Project, Planning Justice, Grow NYC, Gardopia Gardens, and Fleet Farming are used for marketing. Logos are important for companies since they help in creating corporate identity and trust, promotes exposure of brands, it helps the customers to relate with the company, it makes it easier for the advertisement and marketing of a company and also makes content marketing plan easier. One of the best logos is the victory gardens. The mission of this company is to ensure that it builds a community that grows their own food. The logo is simple and can be easily understood. It can also be distinguished since it is not similar to that of its competitors. It also shows that the target group is the farmers and those who want to venture into farming.
The Logo Comparison
The Edible Schoolyard Project also has a good logo despite the fact that it is not so appealing and all that has been shown is words. It has the simplicity feature. Basically, when people see this logo, they want to know more about The Edible Schoolyard Project. Edible Schoolyard Program has a mission of creating and sustaining the organic garden, landscape and kitchen classroom. Therefore, it would be better for them to design theirs in such a way that it should be distinct. It may be hard for potential people to recognize what the Edible Schoolyard Project is about. As compared to Victory Gardens, the logo of Edible Schoolyard Project is more plain but simple but for Victory Gardens, it shows what the company is all about. However, The Edible Schoolyard Project is easily distinguishable.
Planning Justice logo is not so appealing to the eye. First, it is not so visible because of its color. The black and white image is not visible. As compared to other logos, Planning Justice logo is not memorable at all. Even though it is unique since many companies have colored logo, the logo for Planning Justice does not give a lasting impression. There are emerging trends that companies use. But in this case, the trend used is that of decades ago. Planning Justice should design a new logo that will be outstanding and which will give a clear and a good impression. In addition to that, the logo is not sizable it is a bit long. The logo should be versatile but that is not applied to the logo of Planning Justice logo.
Grow NYC provides free tools and services that any person can use so as improve New York City and environment. This logo is very simple and unique. It has included everything that the company does. The logo is inclusive of the name of the company, and what they are doing. Its logo is versatile and memorable as compared to that of Planning Justice logo which is not memorable and unpleasant color scheme. The color scheme used for the logo is green which gives an impression of the environment. Therefore, people can easily relate the company to its logo.
Gardopia Gardens logo has the principle of simplicity and can be easily remembered by people. This non-profit organization deals with crime prevention through environmental design. As stated above, the green color in most cases represents the environment. The same applies to Gardopia Gardens since it promotes the awareness of maintaining the environment and promoting environmental sustainability. City Slicker farms the logo of this company is unique but they could have tried to add some features that could show what they do exactly. The last is the Fleet Farming. This logo does give a clear impression of what the company does. Therefore, some of the logos of the company market itself whereas others do not market it. Some logos have features that give an impression of what the company does when others do not. Therefore, companies like Victory Gardens can be easily identified and give a clear impression. A logo like that of growing food jobs community, it does not give a clear impression. In addition to that, it is not clear and one has to be close so as to read what is in the logo.
There are some features that differentiate good logos from logos with defects. The design is one of the features that differentiate a good logo from a logo with a defect. A bad logo is the one that has an unimaginative design. The second feature is the typography. A good logo has got some important details that cannot be easily noticed but makes the logo distinct from others. A poor logo has got poor typography. Such logo lacks designer’s experience. A logo with the defect may also have a poor choice of typeface. Such a logo may be devastating to the company since it won’t be able to market itself.
A company’s logo gives a recognizable visual symbol. A logo shows an image of the company. Therefore, if a company does not have a well-designed logo whereas that of the competitors has got all the features that a logo should have, a company may end up losing potential customers to its competitors. For example, the logo of Gardopia Gardens is not that pleasing and it may be hard to market itself to potential clients. However, if it is designed in a different way, it may be able to market itself as compared to the first logo. Therefore, if it does not change to a new design, it may lose potential clients to its competitors.
Logo Survey
Talk briefly about how did we create the survey
Potential New Design
Based on the five principles for an ideal logo, we came up with this result from an expert logo designer.
Talk briefly about this new logo.
Strategies to Gardopia Gardens
Gardopia Gardens endeavors at attaining a social media marketing plan for interacting with Home-Depot. Social media marketing pertains the process in which companies gain attention or engage traffic through various social media sites. Social media is perceived to be a better means and can reach a large number of customers in a much quicker way. Gardopia gardens seek information from customers, and hence, provide a list what the customers need, one of the necessary tools from Home-Depot. The intention to this is establishing a form of partnership in which Gardopia gardens bring more customers to Home-Depot. In return, the Garden attains profits from this and customers get coupons or discounts from Home-Depot.
Marketing Development Strategy
A- Social media marketing strategy plan
In the case of Gardopia Gardens and Home-Depot, the garden assay at providing insights on Home-Depot goods and services via social media. The various sites include Facebook, Instagram, Twitter, and YouTube among others. There are several steps to enhance customer experience via the social media. Social media marketing is not just about gaining followers but engaging and obliging customers. It is important to consider what social media followers are likely to expect and hence get out of following you. Customers probably want to get word about the sales and promotions the program is issuing out, in this case giving insights on the new promotional venture. In addition, it is prudent when the garden showcases its corporate culture as well as establishing a conversational environment where the customers palpate to provide feedback. It is advisable to ask for their opinions. The fundamental goal of this partnership is to promote Home-Depot’s goods and services through Facebook, Instagram, Twitter and YouTube respectively. The number of individuals getting news through social media proceeds to increase.
According to the Pew Research Center, 45% of Americans acquire their news via Facebook with 66% utilizing the site. Due to its vivid reach, Facebook stands as the most democratic social platform a vast majority of people in the US who constantly get news and business trends from social media. For this reason, Gardopia needs to successfully exploit Facebook as a main social media marketing site for providing discounts for consulting/publish them respectively. If Facebook marketing is selected, Gardopia will attain the lowest marketing costs as well as a high customer reach. The social media strategy is cost-effective as sign up on Facebook is free. Not only is Facebook free, but also provides a platform to millions of the garden’s targets audience who can ideally be converted to potential customers.
Instagram is one of the most intense social media sites for online photo-sharing, video-sharing and social networking service. For a successful exploitation of Instagram, one powerful message is required, accompanied by a general visual perception. If Instagram can successfully be engaged and connect with the intended customer, there’s a high prevalence in the long run for a successful communication of the intended message. If Gardopia engages Instagram Marketing, the garden will attract engaged traffic, hence build a pool that keeps on recurring, rather keeps coming back from time to time. As such, Instagram drives a more occupied traffic when compared to any other social media channel. According to research, Instagram crushes all other social media sites such as Facebook, YouTube, Pinterest, and much more in terms of engagement.
The Cost and The Benefit
Facebook Ad Manager
Includes Facebook and Instagram
Use the information in the pictures to talk briefly about them
Twitter is also an important social media marketing tool to drive brand awareness. Social media marketing can successfully be performed through the use of Twitter ads. Through data-driven approaches alongside marketing initiatives, Twitter serves as a catalyst in reaching individuals where other social media platforms cannot. This manner of social media exercises contrast to the manner individuals behave on other social media platforms. In this case, If Gardopia does twitter marketing; the garden will increase customer satisfaction with a better customer service. The existing or potential pool of customers can conform to the business updates through Twitter in real time. This gives the client a unique opportunity for tweaking or adjusting all business activities immediately according to the customers’ reactions. This ability gives the client an enormous advantage over competitors.
The Cost and The Benefit
Twitter for Business
Use the information in the pictures to talk briefly about them
Talk briefly about Google for advertising like others
The Cost and The Benefit
Google AdWords Marketing
Use the information in the pictures to talk briefly about them
YouTube
YouTube is commercial video sharing website where users can upload, view and share video clips. YouTube is one of the essential platforms Gardopia ought to employ towards providing discounts for customers as well as marketing Home-Depot altogether. To improve brand safety, the social media company reviewed 1 million undesirable videos. If Gardopia does YouTube marketing, an extravagant attention will be attained. There is no social media platform that beats YouTube video marketing in capturing the audience. Any company can attain extraordinary exposure upon YouTube. According to statistics, viewers watch an infinite number of YouTube videos every day. An estimate of three hundred hours of YouTube videos is uploaded each minute.
The Cost and The Benefit
Google AdWords marketing
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B- Direct Mail such as USPS
Talk briefly about this strategy using USPS
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The cost and The benefit
Use the information in the pictures to talk briefly about them
D- Partnership with a gardening supplier such as (Home-Depot or Lowe's)
Affiliate Program
Talk briefly about the Affiliate Program they both provide: check the links below
https://www.homedepot.com/c/SF_MS_Affiliate_Program_FAQs
Gardopia gardens can strike a partnership with a gardening supplier by establishing mutual regulatory requirements using the services of a qualified and well-respected attorney. Upon this Gardopia ought to ensure mutual operating agreements are attained. The garden is actually providing consulting for customers, so after the consulting, the agent provides a list what the customer need of necessary tools from the Home-Depot for example. The garden brings more customers to Home-Depot and reciprocally, the Garden benefits from that and the customers get discounts or coupons from Home-Depot.
Gardopia gardens and a gardening supplier must register the joint venture executed with care and in minute detail in the applicable state, through the office of the local Secretary of State. It is, however, authoritative to obtain all pertinent business licenses, which become different based on the locality, industry or state. In essence, Gardopia Gardens will bear a low-cost tendency from the gardening supplier, of which will be used as coupons or rather discounts for those packages to customers. Consequently, the gardening supplier acquires more customers from strategies attained by Gardopia Gardens.
References
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