B to B/Consumer Awareness/Internal Industry
PR Team:	Gilhooley Consulting Inc. (Cincinnati) for the Interior Advisory Board of PLANET, Professional Landcare Network, (formally known as ALCA) and over 350 independent interior plantscaping firms across the country
Campaign-Internal Title:	Interior Industry Growth Initiative
External (Public) Title:	Plants at Work!
Time Frame:	May 2000-May 2006 (ongoing)
Total Campaign Budget:	2000-2003: $200,000 annually 2003-2006: $175,000 annually

Overview

What Is the Interior Industry Growth Initiative?

The Interior Industry Growth Initiative was formed when a group of concerned professionals recognized that the interior foliage industry, while experiencing growth, could potentially see sharp turns in the future. Their initial views, based on an ALCA member survey, showed that a majority of interior members felt the industry had reached a critical plateau. A group of volunteers met in 1998 and the Interior Industry Growth Initiative was born.

What Is the Mission of the Interior Industry Growth Initiative?

The Interior Industry Growth Initiative's mission is to expand the size and profitability of the interior landscape services market.

The original members of the task force compiled initial research, looking into other initiatives and their successes and failures. The task force learned that they needed independent research on the perceptions of their target audiences to truly understand how to strategically market the interior industry. The original research was sponsored by a grant from the Horticultural Research Institute (HRI), a donation from FIHRE and matching funds from the Associated Landscape Contractors of America (ALCA).

What Were the Results of the Survey?

Corporate and facility managers responded from across the country. The top three reasons cited for using plants were color, employee attitude and retention, and "making an environmental statement." Almost 50% of the facility managers said that they use interior plants in 75 to 100% of their buildings.

What Were the Reasons Cited for Not Using Plants?

Fifty percent cited "cost" followed by "maintenance" and "lack of knowledge," indicating a lack of understanding about the value of plants.

STRATEGY

ALCA and over 350 independent interior plant firms raised funds for a three-to-five year National PR Marketing Campaign to educate corporate and facility managers about the interior industry - teaching the value and professionalism throughout the industry. Objectives of the initiative included exposure of the message focusing on the value of interior plants and their professional care. This was to be accomplished through a comprehensive schedule of public relations, educational outreach and direct marketing efforts.

A robust internal industry campaign was also required to keep all sponsor firms updated on available tools, progress and opportunities, as well as maintain the financial support required to continue the campaign past the first funding period.

TACTICS

As the AOR for the campaign, Gilhooley Consulting (Los Angeles) began interviewing academic researchers and scientists from around the world examining the existing data on the subject. Extensive findings indicated measurable bottom line and environmental gains from interior plantings in the workplace. Over 300 such studies were narrowed down and the messaging was sculpted into an editorial schedule targeting top building management and facility management, HR trades as well as workplace and health editors from the top 200 metro dailies and consumer health magazines. The placements drove traffic to the Plants at Work web site (http://www.plantsatwork.org) where end users would both learn more and "Find a Provider" in their geographic region.

Well designed, customizable local action marketing materials reinforcing the plant benefit message as well as article reprints, PowerPoints, talking-point laminated cards for on-site technicians, Plants at Work logo files and four-color brochures were made available via a 'Marketing Took Kit' to the entire foliage industry with special discounts for the 350 sponsor firms. A 16 page booklet was also published by the campaign along with a 300+ page corresponding research binder.

Shortly after 9/11 the campaign spearheaded an effort to get as many fresh plants into the Stuyvesant High School Campus as possible. This was the school physically closest to the tragedy and suffering most from contaminated air. As plants possess significant air-cleaning capabilities, Plants at Work mounted an essay contest on the affect the plants had on the students. The winner was soon interviewed and invited to read her poignant essay to the listener-ship of National Public Radio (a segment frequently rebroadcast).

All internal industry trades supported the cause, agreeing to GC's request for regular campaign update space in both print and on-line outlets. Similarly, GC arranged for relevant associated trades to offer Plants at Work information booths and podium time at all national conferences and trade shows. GC kept a monitor of all industry blogs and chat boards and regularly added (or inspired) campaign messaging and updates. In addition, a section of the Plants at Work website was dedicated to informing and updating the internal industry. Quarterly 'Marketing Flash' e-mails were sent to sponsor firms educating them on grass roots PR and how to maximize the campaign tools.

GC reinforced the message to the key national facility executives and green building leaders via trade events and targeted educational outreach, securing booths, national presentations and invitations to present academic posters on benefits of plants in the workplace.

RESULTS

According to data presented at the Greenbuild expo in November of 2004, a broad and significant increase in the awareness of quantifiable values and benefits of interior plantings in the workplace is on the rise among the target market groups. The Plants at Work website is recording a four-year high of unique visitors, averaging 120 per day in January. The net result of the media relations efforts, including placements in the NY Times, Wall Street Journal, CNN, Gannet News Service, Associated Press, United Press International, HGTV and all chief end user trade pubs, coupled with the supportive marketing strategies, has been immensely positive with claims of up to a 75% increase in revenue from sponsor firms. Direct sponsor firm leads obtained from end user trade shows have increased 12% per year. There have been well over 500,000 Plants at Work grass roots marketing and sales pieces disseminated both domestically and abroad.

FUTURE PLANS

In addition to continuing a robust B to B and consumer media relations effort, the campaign has begun to advocate for LEED (Leadership in Energy and Environmental Design) certification credits to be granted for buildings that include interior plants. The campaign will also assist the industry in becoming nationally certified to offer professional continuing education units to end user groups in each market via the PowerPoint presentations. Similarly, GC will amplify efforts to lobby the professional health insurance brokers in an effort to lock in a discount for firms committed to interior plant installations in the workplace. GC plans to continue producing solid educational programming and presence at end user trade events and will continue to train sponsor firms on the use of the marketing tools.