Go ahead, Plant Something!

Kelli Rodda

The tag line “Plant Something!” started out as a clever campaign through the Arizona Nursery Association. This simple, yet dynamic directive was aimed to get consumers outside to plant trees, shrubs, perennials and annuals.

Plant Something! Concentrates on the health, environmental and monetary benefits of plants – topics that consumers can understand and appreciate.

Since its inception, other states (as well as an island and a province) have joined Arizona and the campaign: Arkansas, Colorado, Idaho, Massachusetts, Minnesota, New Jersey, North Carolina, Ohio, Oregon,Washington, Long Island and British Columbia, Canada.

And this year the Oregon Association of Nurseries received a $90,250 specialty crop block grant from the USDA to help bolster the campaign.

“The Plant Something campaign is designed to resonate with people who might not be typical gardeners,” said OAN marketing director Ann Murphy. “We want to reach out to the non-gardener and create long-term awareness of the benefits that plants will provide for them, their families and their communities.”

The campaign allows licensees to maximize the value of limited campaign dollars by raising awareness, and by developing resources novice gardeners can use to overcome initial barriers and become successful.

“We will focus on electronic and social media, and on messaging that has a long-term benefit,” Murphy said. “This includes the development of resources gardeners can use not just now but into the future. We will also give retailers more tools to use in exciting the gardening public.”

OAN created a website, www.PlantSomethingOregon.com, where many of these resources are and will be located. The association also issues a paper map, called the Retail Nurseries and Garden Centers Guide, allowing folks to find retail nurseries all over Oregon and Southwest Washington. A new edition will be published in early 2014.

Last year Massachusetts joined the campaign and got Gov. Deval Patrick to help kick it off. When the governor is involved, the state’s press listens. This is great for the industry.

“It gives me great pleasure to recognize a $2 billion industry that helps to beautify Massachusetts and kick-off a program that will help enhance the outdoor learning experience for students here at the Mather School,” the governor said at a Boston school. “I encourage everyone to go out and ‘Plant Something.’”

ANA executive director Cheryl Goar said nursery associations that join the campaign have access to all promotional materials created by Arizona. They can modify existing artwork to suit their needs and develop promotional materials customized to their state, including brochures, plant tags, plant stakes and posters. If you didn’t see your state listed, get familiar with the program (www.plant-something.org) or contact Goar at cgoar@azna.org. Then get in touch with your state association and get the ball rolling.