The Soul of Your Garden - Branding to Reflect an Evolving Mission

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The Soul of Your Garden: Branding to Reflect an Evolving Mission Tuesday, June 19, 2012:

The Soul of Your Garden: Branding to Reflect an Evolving Mission Tuesday, June 19, 2012

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Phipps Conservatory and Botanical Gardens

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1893: An Oasis for the People of Pittsburgh “We shall endeavor to erect something that will prove a source of instruction as well as pleasure to the people.” - Henry Phipps, 1891

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A Modern-Day Vision Phipps’ mission is to inspire and educate visitors with the beauty and importance of plants; to advance sustainability and worldwide biodiversity through action and research; and to celebrate its historic glasshouse.

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Franklin Park Conservatory and Botanical Gardens

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88-acre Franklin Park was established in 1886 after serving as county and state fairgrounds for 34 years. The park featured fountains, a carriage path and a boating lake. 1895: Glasshouse completed. Purpose was to provide educational, cultural and social/leisure opportunities to the public.

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Franklin Park Conservatory and Botanical Gardens

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Our Evolving Mission: Incorporating Sustainability Phase One of Three: Constructing an Earth-Sheltered, LEED® Certified Visitor’s Center

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Phase Two of Three: Constructing a super green Tropical Forest exhibit space and highly energy-efficient production greenhouses Our Evolving Mission: Incorporating Sustainability

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Our Evolving Mission: Incorporating Sustainability Phase Three of Three: Constructing the Center for Sustainable Landscapes (CSL)

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Our Brand Challenge: Incorporating our sustainability initiatives into what we already know: Visitors come to Phipps to experience the restorative beauty of its garden displays and relax with their families.

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Marketing Workshop BeDo , Atlanta, Ga.: INTERNAL POSITIONING STATEMENT: (RE)DISCOVER THE BEAUTY OF HUMANITY LIVING IN HARMONY WITH NATURE.

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Example: CSL Brand Campaign

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Example: CSL Interpretive Signage

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CSL National Press Strategy National Press: May 22, 2012 Forbes New York Times Organic Gardening magazine Actualidad Economica (Spain) GreenBiz GreenSource magazine Architectural Record magazine Grist Smarter Technology Tech Target EE News Mother Nature Network NPR E Magazine Wissenschaft aktuell (Germany) Toronto Star Chicago Tribune National Press: June 11, 2012 The Boston Globe Greenwire Newsweek National Journal Kyodo News Service The Tennessean Bloomberg Engineering News Record The Des Moines Register Voice of America

Market Research * Phase 1: Five internal stakeholder in-person interviews. (complete) * Phase 2: 10 past year visitor in-person interviews. (complete) * Phase 3: Quantitative online visitor survey of 150 participants * Phase 4: Concept and campaign development * Phase 5: Quantitative online survey to test campaign models among 150 visitors :

Market Research * Phase 1: Five internal stakeholder in-person interviews. (complete) * Phase 2: 10 past year visitor in-person interviews. (complete) * Phase 3: Quantitative online visitor survey of 150 participants * Phase 4: Concept and campaign development * Phase 5: Quantitative online survey to test campaign models among 150 visitors

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Franklin Park Conservatory and Botanical Gardens Pulse points 1999: Master Plan and strategic plan completed 2003/04: Chihuly at the Conservatory 2003: Chihuly Collection purchased 2004: Capital campaign underway June, 2007: Groundbreaking for first of three steps of phase one of the Master Plan

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Palm House Additions Permanent installation by internationally renowned light artist James Turrell 2008: First step completed

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2009: Second Step 4-acre Community Garden Campus 2011: Third Step Greenhouse set to be completed in 2011

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Our Brand Challenge: Maintaining that which core visitors want and expect, yet reflecting the newly enlarged facility, and adjacent gardens, and the broad variety of opportunities/activities now offered.

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First Step: Strategic Planning Tactics: 900 onsite customer surveys & survey of events customers – phone and mail. Online member survey – over 600 responses received One-on-one interviews with community leaders, stakeholders, donors Development of a competitive set (comparing other local and like organization’s audiences, programs, pricing, etc.)

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Top strategic priority: Crisp brand and clear marketing plan Next: Review and update mission statement: “Franklin Park Conservatory nurtures plants and people. We promote environmental appreciation and ecological awareness for everyone. Our unique botanical collections and gardens provide lifelong learning opportunities in a friendly and accessible setting, which preserves tradition and provides a refuge for the soul.”

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Next: new mission statement crafted: “Inspired by horticulture, Franklin Park Conservatory elevates quality of life and connects the community through educational, cultural, and social experiences.” Next: Get Help Retained FahlgrenMortine in 3rd quarter 2010 to begin an 18 - 24 month process of rebranding

Conducted Onsite & Online Research:

Conducted Onsite & Online Research The Gardens at Franklin Park Columbus Conservatory and Gardens Franklin Park Botanical Gardens Columbus Botanic Gardens Franklin Park Conservatory and Botanical Gardens Tested the name: Gathered experiential descriptions from visitors: “I’m learning while enjoying family time” “Beauty, splendor, and an important piece of our city’s history” “ mix of art and nature” “like the variety of new events and workshops” Tested new mission statement: Believable? Unique? Compelling?

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Established core values: Celebrate beauty. Achieve excellence through innovation and collaboration. Provide education about the wonders and balance of the natural world. Seek new challenges with optimism and fortitude. Embrace and promote vigilant stewardship. Create an enjoyable atmosphere that fosters growth Core : Connecting people to people and people to nature Brand character: Accessible, Kinetic, Immersive, Distinctive

The Home Stretch:

The Home Stretch Small panels reviewed research findings Five possible logo treatments Proposed standards Potential name change Logo, brand standards, and brand voice established

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“Inspired by horticulture, Franklin Park Conservatory and Botanical Gardens elevates quality of life and connects the community through educational, cultural, and social experiences.”

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Secondary Seasonal Color Palette

Implementation:

Implementation Introduce to board and stakeholders. Take notes. Introduce to staff: departmentally. Describe the process, findings, implementation plan…lots of visuals. Provide all with printed brand standards/guidelines…and a little swag. “reflects indoor and outdoor activity ” “fresh…in motion” “ wonderful…crisp”

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“Released alongside the fresh handle is a new logo that merges man and plant - a signal of the organization's continued growth and expansion. It's the latest look for a space that has changed monumentally during the past 160 years. Today the conservatory's indoor and outdoor spaces host everything from plant exhibits to cooking classes, glass-blowing demos to butterfly releases. The new branding campaign also comes as the conservatory celebrates the completion of phase one of its master plan. Developed in 2000 with extensive community input, the project included…” - New name highlights conservatory's growth . Columbus Alive!, July 20, 2011 “A rose by any other name – a fitting description of the newly rebranded Franklin Park Conservatory and Botanical Gardens. The new logo and name are a good idea since they better describe the attraction to the public, but it would take a much longer name to convey the serenity and sense of discovery that awaits visitors. “ – Editorial, The Columbus Dispatch , July 25, 2011 Implementation: New identity released to the media

Implementation:

Implementation Public rollout planned to coincide with dedication of the new greenhouse, the completion of the first phase of the Master Plan. New brand identity used in collateral materials for Aug-Nov exhibition.

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Our tips Include all stakeholders in some part of the process Pitch the idea of publicizing your initiatives to the organizations responsible for promoting your region Utilize existing partners and pro bono expertise Phased research, development, and implementation can stretch your budget Rollout: small meetings and reveals. No TA-DAH! Seasonality/flexibility yet consistency in brand standards Once established, defend and protect your new brand!

Questions? :

Questions?

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