Trinidad Community Garden Presentation

7/28/2019 Trinidad Community Garden Presentation

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Trinidad

CommunityGardenKatelynn Corodemus, RobKleiman, Dianna Loevner

Marketing for SocialChange

Professor Michael Carberry

4 December 2012


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Campaign Purpose

The purpose of the Trinidad Community GardenCampaign is to :

Strengthen the food supply in the area and

create a sustainable urban partnership that bringshealthy food to the community


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The focus of the Trinidad Community GardenCampaign is to :

"We believe that building community gardens

would have the greatest impact on the problemof food deserts in Trinidad, Washington DC.

Campaign Focus


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Strengths: support fromneighborhood, bringingcommunity together and inspiring

Opportunities:

Establish community forum, newmodel in urban environment,

goal, expansion, organizationsseeking CSR image through

capital investments

Threats: disinterest, theft, lack ofvolunteers, weather, budget,environmental factors, poor

harvest

SWOT

SWOT Analysis

Weaknesses: possible staff

turnover, leadership,organization, funds, distributionstrategy, marketing/pr


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Primary Target Audience: Women ages 30 and

over from low-income families in the Trinidadneighborhoods

Primary Target Audience


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Role of Audience on Behavior Change Goal

Attributes of Target Audience:

Mothers, daughters, and grandmothers

Active church-goers

Socially connected in the community

Anchors for behavior change

Role of Target Audience:

Spread the encouraged behavior throughout the community Care for the welfare of their social network and dependents

Often prepare meals for their families

Make choices regarding the diets of the household

Primary Target Audience


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Secondary Target Audience

Secondary Target Audience: Men and childrenconnected to target audience residing in theTrinidad area


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Attributes of Target Audience:

Fathers, brothers and gardening enthusiasts

Children ages 10-15 years old (accompanied by adult)

Closely connected to the women in the community

Rationale Behind Secondary Audience:

Targeting this age bracket will ensure that the program affectsboth the old and the young and generate a groundswell ofsupport, ideally influencing the behavior of the middle agedsegments. We aim to provide opportunities for these childrento get involved in the community with their parents andgrandparents.

Secondary Target Audience

Role of Audience on Behavior Change Goal


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Behavior Objective Local community members develop and maintain individual

garden lots at the community garden

Gardeners eat produce that they grow on their individual lot

Knowledge Objective

The benefits of eating organic vegetables

The risks of eating no vegetables/conventional vegetables

Diseases that could be prevented by intake of vegetables

Belief Objective

The time that gardening takes is worth the primary targetshealth and that of their family

Objectives


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Target Goal

Gardeners harvest and eat 85% of produce grown

on their individual plots each season

Objectives


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Barriers Poor diet habits

Unmotivated to put in time to a garden

Unmotivated to socialize with community members

Lack of knowledge regarding health

Benefits

Elongated lifespan

Added quality of life

Decrease risk of disease and certain cancers Healthier families

Involvement within the community

Opportunity to socialize with others

Barriers + Benefits


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Primary Data

Speak with experts who understand attitudes + behaviors

Doctors

Outreach program leaders

Focus groups

Secondary Data

Research reports on the growing concerns of food deserts

U.S. Census reports

Trade Association studies

Recommended Research Methods


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Competing Behaviors

Competing Behaviors

Eating junk food

Spending time elsewhere

Shopping at the grocery store Buying conventional vegetables

Growing a personal garden


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Influential Others

Influential Others

Middle-aged children of their elderly, low-income parents

Grandchildren of elderly, low-income grandparents

Friends of low-income individuals

Family of low-income individuals

Doctors

Church Clergy


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Positioning Statement:

We want the women in the Trinidad neighborhood to viewplanting and tending a community garden as a low cost way

to provide fresh produce for their families and as morebeneficial than depending on grocery stores and engaging inunhealthy eating habits.

Positioning Statement


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Promotion

Promotion

Direct mailing- Flyers and documentation distributed to residents inthe area

Distributing flyers- Drop off flyers to neighborhood establishments andthrough the area

Attractive signage- Creation of attractive sign location by the gardenthat will lure community members in

Contacting local news media- Make news media aware of theinitiative to promote garden

Free gardening lessons and seminars-lessons and seminars to

enhance the act of gardening and to bring people into the gardento become active

Farmers Market event- Local farmers come in to the garden to sellother kinds of organic food products to provide further options for thecommunity


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17th Ave NE + Maryland Ave. Washington, DC

Place


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Current Lot

Place


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Renovation Plans

Place


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Costs

l ti


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Move beyond initial phase of start-up

Establish good organization and staff to communicate

the uniqueness of mission

Increase in donations, sponsors and funding are

necessary

Marketing/PR push

Information on garden will be circulated throughout the

community

Garden will be monitored during operation times andlocked after dark

Evaluation

Plan for Monitoring and Evaluation

Trinidad Community Garden Presentation

Documents

Transcript of Trinidad Community Garden Presentation