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Client: The Espoma Company

Job #: ESP 10-11-04

Title: Gardening Season is here again.

Date: 4/29/24

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1 Why does the brand want to advertise? What communication problem is it trying to resolve?

Advertising the change in seasons from summer to spring and selling their products to people who are eager to plant their gardens. They want to remind people that their products exist who may have forgotten over winter and can help them this planting season.

2 Who is the audience?

1. Demographics

-Age: Adults 25 and older

-Income:

-Education: College-educated

-Gender: Female and Male

-Employment Status: Employed

b Psychographics

-Like to garden

-Like Organic/Clean products

-Don’t want artificial stuff in their homes

c Behavioral

-Want to use natural/organic products for safety reasons

-Clean living

-Alternative to traditional pesticides/non-organic gardening products

d Geographics

-Rural(Large Farms, Country Homes, etc.)

-Suburban(Small home gardens, house plants, etc.)

3 Who are the brand’s competitors?

Miracle-Gro, Vigoro

4 What do they (audience members) currently think?

Espoma is lesser known than its competitors, but many think its the best of the best.

5 What do you want them to think?

Espoma should be their go-to gardening brand for when the time comes to start planting a garden.

6 Why should they buy this brand (product or service)? Clearly answer: “WHY BUY?” Look at recent advertising to answer.

They are organic and safe for both people and animals. You don’t have to worry about harmful ingredients with Espoma.

7 What is the big message you want them to know?

Spring is ending and summer is beginning, it’s time to start gardening with Espoma.

8 Determine what the brand’s positioning is. Do you want consumers to say it’s safe, cool, fun, reliable, etc.? (WHAT IS THE BRAND KNOWN FOR?)

Being organic, natural, same, the first and the most long standing gardening company of its kind.

9 What is the brand’s USP? (UNIQUE SELLING POINT OR PROPOSITION?) What separates this brand from its competitors? What benefit stands out the most? Research this from reviews, socials, etc.

Espoma has been around for almost 100 years and has been organic and natural since the beginning. People like them because their products are clean and safe to be around kids and pets and pose no health risks.

10 What is the brand’s character or personality? Describe your brand like a person.

Espoma is the original and a pioneer for organic gardening products. They believe in safe, natural, and consumer friendly products that people will be proud to use.

a What kind of personality does the brand have?

Lively, Clean, Natural

b Who would the brand be as a famous person?

Martha Stewart

c Who would that famous person be in relation to the consumer? (A coach, friend, uncle, sister, neighbor, dad?)

Friend

d How would that person (friend, brother, boss) speak to the consumer?

They would be helpful, supportive, and lively.

11 What is the tone of voice?

Caring, Comforting, generous.

12 What kinds of tactics (specific ad/promotional techniques) do you want to use?

Bright colors(mainly green for plants), lots of imagery, friendly and fun social media posts, seasonal feeling/excitement for gardening/summer.

13 Think about what kind of campaign will generate press and create buzz.

Cognitive - Friendly reminder to start preparing to plant a garden

Affective - Excited, happy, affirmed

Conative - Buy Espoma products, plant your garden, worry-free

14. Which of these (can combine) is your best approach.

All Three (Fun/colorful ads as a reminder—>Get people excited to plant a garden—>Ad campaign gets them to buy/recognize Espoma).

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Creative Brief:

1. What is the brand’s character or personality?

Organic

Generational/Family

Original

Safe/Clean/Natural

2. Why does the brand want to advertise?

All their organic gardening soils and how they were the first to be organically made before other major gardening companies joined in.

3. Who is the audience?

Gardeners

People who want organic products

Returning/New Espoma customers

4. What do they (audience members) currently think?

Espoma is not as well-known as its bigger competitors but they pride themselves as being organic.

5. What do you want them to think?

That Espoma Organic’s products are the original and that there is a noticeable difference when our products are used.

6. Why should they buy this product/service?

Espoma has existed for over 100 years and has been organic since the beginning. People should buy our products because they are the original organic gardening products and they produce better results that are easy to see.

7. What is the big message you want them to know?

Espoma is the original in organic gardening and the best.

8. Where is this going?

Outdoor billboard on the side of the country roads. Near farms and garden centers.

Outdoor Ad:

Headline: WHEN YOU USE THE ORIGINAL

Subhead: IT SHOWS.

Sig & Logo:

https://www.espoma.com/

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There's no better way to celebrate #NationalGardeningDay than by using our organic Plant-Tone to get your garden started off right! Stop by your local garden center or hardware store to get Plant-Tone or any of our other Espoma Organic products today! 🌻

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Start of Summer Strong with Espoma

June 20 marks the first day of summer, meaning it’s less than 2 months away! Farmers typically recommend planting two weeks after the last frost which was a long time ago since it is already almost May. With summer approaching, the time to start planting vegetables and flowers for the season's change is now. But, how should I go about planting my garden? Don’t worry, Espoma has got you covered.

The first step is to choose one of our many soils. For outdoor gardening, choose our all-purpose garden soil. If the plants will be in a pot, our potting soil is the perfect choice. We also have countless other types of soils for various other plants that you can check out here.

The next step is fertilizing your plants to ensure a maximum crop yield or vibrant blooms. Bio-Tone Starter Plus is the perfect way to prepare your soil for all your plants and flowers. It’s purpose is to act as a starter fertilizer to give your crops the vitamins and nutrients they need to produce a bountiful harvest. Bio-Tone Starter plus is also organic and made with natural ingredients, meaning it’s safe to use for people and it won’t hurt any animals or pets.

To use Bio-Tone Starter Plus, first dig an area for planting according to the seed packet or small plant tags instructions. Before adding in the plants, sprinkle a generous handful of the fertilizer into the hole before planting. For an extra boost of organic goodness, sprinkle a little on top after the plants have been covered with our Espoma soil.

For those looking to care for their summer house plants, Espoma also makes a wide variety of liquid fertilizers, perfect for providing nutrients in a mess-free way. We also offer lawn fertilizers to ensure your grass stays green and single ingredient fertilizers to help flowers achieve stunning colors and adjust the pH of your soil. Whatever the need, there’s an Espoma product that can help you and your plants.

Whatever your reason for planting this summer season, Espoma has you covered with multiple different organic products to help with all your gardening needs. Now with the weather getting warmer and the sun staying out longer, it’s the perfect time to get your gardening gloves on and get to working planting the best Espoma Organic summer garden you can imagine.

For any questions or concerns, contact Espoma at (856)-825-0542 or email us here.

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