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Saturday at the Arboretum

Plant Propagation Marketing Plan
Event Date: 04/16/16
Talia Rossi
The Bickelhaupt Arboretum
March 17, 2016

Table of Contents
Organization Description.................................................................................................. 3
Mission......................................................................................................................... 3
Event Overview............................................................................................................... 3
Marketing Mix............................................................................................................... 3
Event......................................................................................................................... 3
Price......................................................................................................................... 3
Place......................................................................................................................... 3
Promotion................................................................................................................... 4
Event Goals/Objectives..................................................................................................... 4
Goals......................................................................................................................... 4
Objectives.................................................................................................................. 4
SWOT Analysis............................................................................................................... 5
Strengths.................................................................................................................... 5
Weaknesses................................................................................................................. 5
Opportunities............................................................................................................... 5
Threats....................................................................................................................... 5
Target Markets............................................................................................................... 5
Primary Markets........................................................................................................... 5
Secondary Markets........................................................................................................ 6
Positioning Strategy......................................................................................................... 6
Scope Statement........................................................................................................... 6
Event Adaptations........................................................................................................... 6
Plant Propagation........................................................................................................ 6
Profit Forecast............................................................................................................... 6
Event Budget.................................................................................................................. 7

Organization Description
Bickelhaupt Arboretum is a 14-acre gem located in the heart of Clinton, Iowa. The outdoor
museum is the home of select labeled trees, shrubs, groundcovers, perennials and annual flowers.
The arboretum, created in 1970 by Robert (Bob) and Frances Bickelhaupt, was donated to
Eastern Iowa Community Colleges in 2014 and is now a part of EICCs Clinton Community
College. The Bickelhaupts began the arboretum in response to the Dutch Elm Disease that
destroyed the majority of large street trees in Clinton. Supervision of the arboretum was later
passed to their daughter, Francie B. Hill. The arboretum provides award-winning collections,
classes, tours, a lending library and museum display of native animals to its visitors.

Mission
The mission of The Bickelhaupt Arboretum is to serve as a connection between people and plants
through a better understanding of horticulture by developing and maintaining a well-documented
collection of landscape plants adapted to this region for education and enjoyment. The arboretum
is open to everyone, free of charge, 365 days a year, from sunup to sundown.

Event Overview
I will be working with Bickelhaupt Arboretum to coordinate one of their Saturday at the Arb.
events; Plant Propagation Workshop, in April (4/16/16) 10:00-11:00 a.m. sponsored by
Bickelhaupt Arboretum and Clinton Community College. This event is for people of all ages who
wish to come out for a Saturday project that is fun and educational. Plant Propagation provides
participants with knowledge on how to plant their own seeds, taking cutting and root divisions
for future gardening. This event includes instructions and a hands-on workshop where one will
transplant seedlings, take plant cuttings, and make perennial divisions. All participants will be
able to keep their projects as a great way to kick off the new growing season. Class sizes are
limited and require a small fee of $10 per person.

Marketing Mix
Event

Plant Propagations Workshop

o Transplanting seedlings
o Take cuttings
o Make perennial divisions

Price
$10 per person
Take home projects

Place

Located at the Bickelhaupt Arboretum in Clinton Iowa

Promotion

Advertisement through different medium for the community to see

o Distribute posters/flyers,
o Website updates
o Radio Announcements
o Newspaper Articles

Event Goals/Objectives
Goals
The Plant Propagation Workshop will give the community a chance to explore what wonderful
features the arboretum has to offer to the Clinton community as well as provide a hands on
educational experience for people of all ages.

Objectives
One of the main driving forces behind this project is the desire to educate the community on the
importance of preserving the environment. This event would also benefit the arboretum by
bringing visitors who will hopefully come back to either volunteer at this organization or donate
to future projects.
Educate the community on the importance of preserving the environment and how to
preform economically friendly activities on a day to day basis by taking a poll on what
people can change around their homes or knowledge on environmental subjects.
Entertain people of all ages by attending a Saturday event and enjoy the company of
others while creating a hands on ecofriendly project. Signup sheets will be available prior
to current and future events, which will measure the success rate (satisfaction) of all
programs.
Inform community members of upcoming volunteer projects or activities by updating the
organizations website, sending weekly emails, and spreading awareness through a variety
of mediums (flyers, posters, and social media).
Explain background behind the project in order to get a better feel for its importance and
how it can be an alternative to an everyday lifestyle. This will be measured through the
participants understanding of the subject from feedback cards available after the event
concludes.
Identify the beauty of the arboretum as well as why it is so important to keep this non for
profit organization running by calculating the donations and number of volunteers during
and prior to the event.

SWOT Analysis
Strengths

Increase community involvement throughout the year (through scheduled events for
organization)
Introduce professional hands-on experience that adds credibility to the organization
Demonstrate all the wonderful features Bickelhaupt Arboretum has to give to the Clinton
community
All extra money that comes out of admission fees will be donated to the organization for
future projects or maintenance throughout the year

Weaknesses

Not enough funds to provide a free event for all interested parties
Only partnered with one other organization where another can give more supplies and
funds to the project

Opportunities

Spread awareness on the importance of preserving the environment

Educate others on environmentally friendly projects that are quick and easy to do
Gain volunteers for upcoming events while increasing donations to continue community
activities
Provide a fun and educational activity for people of all ages

Threats

Weather conditions
Budget restraints may be too high for some participants
Communication between participants and instructor may not be enough for full
understanding of event
Insignificant advertising methods (ex: introduce event too late)

Target Markets
Saturday at the Arboretums event Plant Propagation Workshop is a family oriented event that
welcomes people of all ages from the Clinton community. Numerous mediums of advertisement
will be used to reach the greatest number of members interested in participating in this event.

Primary Markets
The Bickelhaupt Arboretum has one primary market they will be focusing on, the community.
This is because the Plant Propagation event is a private event limited to the Clinton community
as a whole. By issuing this market, the Arboretum will achieve its goals in educating others about
the importance of the environment, their organization, and structuring a fun event for people of
all ages.

Secondary Markets
The Bickelhaupt Arboretum will focus on one secondary market. The secondary market is the
Clinton Community College, for they are the partners and helping to sponsor this event.

Positioning Strategy
Scope Statement
To create a well-organized event that includes activities for people of all ages to partake in. This
project should take around 8-10 weeks to complete. Saturday at the Arb. coincides with
upcoming projects scheduled throughout the year by following goals set by the organization; this
consists of initiating community involvement, spreading awareness of environmental
importance, and creating a calming environment through nature. The organization will also be
responsible for all financial needs throughout the project. Stakeholders include the community,
participants of events, and surrounding organizations who partner with the Arboretum (Clinton
Trees Forever and Clinton Community College).

Event Adaptations
Event adaptation will need to be made to encourage event attendance while also creating positive
brand awareness.

Plant Propagation
In addition to the workshop being held by Margo Hanson, this event will now incorporate end of
event surveys. This will allow future adaptations based on the input of participants, to better
encourage attendance and approval ratings. Since the Bickelhaupt Arboretum main objective is
to give the community a chance to explore the wonderful features the arboretum has to offer as
well as provide a hands on educational experience for people of all ages, the event will make
surveys optional.

Profit Forecast
To increase awareness of the organization by creating projects that community members can
volunteer and or donate.

Event Budget
The event budget for the Saturday at the Arboretum, Plant Propagation Workshop, will be based
on ongoing/expected expenses.
Advertising/Promotion Expenses
Posters
Flyers

Radio Promotions

Email Volunteers
Master gardener news letter
Product Cost
Soil
Plants
Containers

Other Costs
Event Cost
Donations
Total Costs:

Number
0
6
KROS 1340 A.M.,
30 Second Ad broadcasting
to Clinton IA, Dewitt IA,
Savanna IL, and
communities within 100 mile
radius
All participants on
email/volunteer list
All participants who receive
news letter
Local Garden Centers
Bags
x3
Perennials
x3
House Plants x 10
Seed Packets x 10
Peat Pots
x 60
4 Inch Pots
x 12
6 Inch Pots
x 12
Plant Labels x 1
Number
Per Person
Participants,
Clinton Community College

Cost
$0
$ 2.00

$ 45.00

$0

Cost
$ 5.99
$ 7.99
$ 4.99
$ 1.29
$ 0.15
$ 0.69
$ 1.30
$ 1.99
Cost
$ 10
tba
$ 81.40