Collaborative Marketing

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COLLABORATIVE MARKETING FOR NATIONAL PUBLIC GARDENS DAY: STRENGTHENING PARTNERS AND INCREASING COMMUNITY AWARENESS AND VALUE OF PUBLIC GARDENS SANTA BARBARA, CA:

COLLABORATIVE MARKETING FOR NATIONAL PUBLIC GARDENS DAY: STRENGTHENING PARTNERS AND INCREASING COMMUNITY AWARENESS AND VALUE OF PUBLIC GARDENS SANTA BARBARA, CA

Getting Creative:

Getting Creative

2012 Santa Barbara Public Gardens Day:

2012 Santa Barbara Public Gardens Day “Garden Lover’s Bus Tour” Casa del Herrero Ganna Walska Lotusland S.B. Botanic Garden Old Mission Santa Barbara’s La Huerta Historic Garden 6 Stand-Alone T ours A.C. Postel Rose Garden S.B. Zoological Gardens Chase Palm Park Alice Keck Park Memorial Garden County Courthouse & Sunken Gardens

9 Partners - 8 Sponsors - 1 Spokesperson :

9 Partners - 8 Sponsors - 1 Spokesperson

Spreading the Word - With No Budget:

Spreading the Word - With No Budget Earned media placements In-kind media sponsorships Governmental agency acknowledgements Collateral material distribution

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Sample of Press Release and/or Media Alert

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Cover, and feature story: Santa Barbara Independent weekly newspaper

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Feature story in Westways American Automobile Association’s Regional Magazine

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Media interviews with Executive Directors

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In-kind media sponsorship resulted in free print advertising

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Proclamation from Mayor Schneider during televised Santa Barbara City Council meeting

Proclamation presented to the Partnership from the City of Santa Barbara:

Proclamation presented to the Partnership from the City of Santa Barbara

Proclamation from Supervisor Salud Carbajol during Santa Barbara County Board of Supervisors meeting :

Proclamation from Supervisor Salud Carbajol during Santa Barbara County Board of Supervisors meeting

State Resolution by Assemblyman Das Williams, presented to the Partnership at press conference:

State Resolution by Assemblyman Das Williams, presented to the Partnership at press conference

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Santa Barbara Public Gardens Partnership accepting Congressional Recognition

Congressional Recognition presented by Congresswoman Lois Capps:

Congressional Recognition presented by Congresswoman Lois Capps

Flowers cut from partnership gardens presented to Congresswoman Lois Capps :

Flowers cut from partnership gardens presented to Congresswoman Lois Capps

Design and printing of fliers, posters and postcards funded by national sponsors:

Design and printing of fliers, posters and postcards funded by n ational s ponsors

Public Service Announcement with Partnership spokesperson, Billy Goodnick:

Public Service Announcement with Partnership spokesperson, Billy Goodnick

The happy and successful Partnership collaborators! :

The happy and successful Partnership collaborators!

Why Bother? :

Why Bother? Raise awareness of quantity and diversity of public gardens in community Emphasize value of public gardens as community resources for people seeking inspiration, education, recreation, meditation, beauty Create an opportunity for our local community to get to know each and every partner garden and to engage with us

Why Bother? :

Why Bother? Encourage local community to start long -term relationship with a public garden (or a few of them! ) Attract donor attention and support – cash and in- kind Drive cultural tourism to Santa Barbara

Funding:

Funding Sponsors were looking for Collective Impact: Common agenda Shared measurement Mutually reinforcing activities Communication and backbone support Central organizing model

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Ganna Walska Lotusland

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Casa del Herrero

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Santa Barbara Botanic Garden

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Santa Barbara Zoological Gardens

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Old Mission Santa Barbara, La Huerta Historic Garden

What Did We Learn?:

What Did We Learn? We should have started earlier – collaborative planning takes time Good to start small Flexibility is the key to success – let every venue do what they do best Some things didn’t work – plan differently next year We should celebrate public gardens longer than one day

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All partners must fully commit Formalize the “steering committee” to create an executive committee Have a Memorandum Of Understanding (MOU) To continue, we need a mission, brand, marketing package and strategy Source more funding What Did We Learn?

2013 - Santa Barbara Public Garden Appreciation Month:

2013 - Santa Barbara Public Garden Appreciation Month Month-long activities planned to celebrate public gardens, including National Public Gardens Day

2013 16 partners – 3 national sponsors – 5 local sponsors :

2013 16 partners – 3 national sponsors – 5 local sponsors Casa Del Herrero Ganna Walska Lotusland Santa Barbara Botanic Garden City of Santa Barbara Parks and Recreation Zoological Gardens Old Mission Santa Barbara UCCE Master Gardeners Conference and Visitors Bureau And spokesperson, Billy Goodnick Chamber of Commerce & Visitor Center County Parks City College Rancho La Patera and Stow House City of Goleta Four Seasons Resort, The Biltmore Santa Barbara Simpson House Inn

Creating the Brand:

Creating the Brand Mission Statement Brand Tag Line Web Page Collateral / Print Materials

Santa Barbara Public Gardens Partnership Mission:

Santa Barbara Public Gardens Partnership Mission Santa Barbara Public Gardens Partnership is a county-wide collaboration whose mission is to promote awareness of our unique and inspiring public gardens, celebrate their beauty and benefits, and encourage year-round enjoyment by visitors and residents of the Santa Barbara community.

Santa Barbara Public Gardens Partnership Logo Design:

Santa Barbara Public Gardens Partnership Logo Design

Website - www.sbpublicgardens.org:

Website - www.sbpublicgardens.org

Collateral Design:

Collateral Design

2013 Events:

2013 Events National Public Garden Day: Garden Lovers tour Specialized guided tours at all venues Free carousel rides in SB park Tea or cocktails with garden tours Better Homes and Gardens vouchers at some locations Expansion to month long program: Specialized guided tours at some venues Free horticulture/garden lectures Special exhibitions and art shows

City of Santa Barbara’s “Garden Talks” flyer, front….:

City of Santa Barbara’s “Garden Talks” flyer, front….

…and back:

…and back

2013 Proclamations and Resolutions:

2013 Proclamations and Resolutions Santa Barbara County Board of Supervisors City of Santa Barbara City of Goleta

Proclamation from Mayor Roger Aceves during televised Goleta City Council meeting :

Proclamation from Mayor Roger Aceves during televised Goleta City Council meeting

City of Goleta Council Members receiving Santa Barbara Public Gardens Appreciation Month packet and potted flower:

City of Goleta Council Members receiving Santa Barbara Public Gardens Appreciation Month packet and potted flower

2013 Advertising: Paid and In-Kind:

2013 Advertising: Paid and In-Kind CASA Magazine Santa Barbara Independent Santa Barbara News-Press Rincon Broadcasting MTD Bus Signs Ed Hat (online) Noozhawk (online)

2013 Sponsors:

2013 Sponsors

2013 Print Media:

2013 Print Media Casa Magazine SB News-Press Seasons SB Independent Santa Barbara Magazine Santa Maria Times Santa Ynez Valley News Lompoc Record 805 Living Magazine Los Angeles Times Westways Magazine

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Current Events story in Westways American Automobile Association’s Regional Magazine

2013 Broadcast and Social Media:

2013 Broadcast and Social Media KEYT-TV Rincon Broadcasting KDB Radio KJEE Radio KZSB Radio SBDigs (online) SB Review (online) Everyone’s blogs!

Tailor Your Pitch:

Tailor Your Pitch Cool Plants Sustainable Design Diversity Homesteading Personal Profiles Art & Culture Travel History Family Community Volunteers Wellness and Rejuvenation

What did we learn this time?:

What did we learn this time? All partners must fully commit! Do not underestimate the value of full partnership meetings, especially as partnership grows Streamline communications within the partnership

What did we learn this time?:

What did we learn this time? Flexibility in programming still works best, but clarity in marketing becomes more important and more difficult as more partners and activities are added Stick to deadlines for adding partners and activities Focus on the mission!

Future Plans:

Future Plans Solidify the Partnership Memorandum of Understanding (MOU) Consider membership fee? Clarify a potential partner relative to the mission Expand our reach Year-round marketing Create a regional and national presence Revitalize Santa Barbara’s reputation as a national garden destination. Become a major driver for cultural tourism to Santa Barbara and to each of the partners. Become recognized, supported, and self-sustaining.

YOUR QUESTIONS, PLEASE!:

YOUR QUESTIONS, PLEASE!

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No part of this presentation may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission of the American Public Gardens Association. Copyright © 2013 by the American Public Gardens Association. All rights reserved. The American Public Gardens Association V ision: A world where public gardens are indispensable APGA 2013 Garden Evolution Conference _______________________________________________

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