Trinidad Community Garden

Katelynn Corodemus, Rob Kleiman, Dianna Loevner Marketing for Social Change Professor Michael Carberry 4 December 2012

Campaign Purpose

The purpose of the Trinidad Community Garden Campaign is to : “Strengthen the food supply in the area and create a sustainable urban partnership that brings healthy food to the community”

Campaign Focus

The focus of the Trinidad Community Garden Campaign is to : "We believe that building community gardens would have the greatest impact on the problem of food deserts in Trinidad, Washington DC.”

SWOT Analysis

Opportunities:

Strengths: support from neighborhood, bringing community together and inspiring

Establish community forum, new model in urban environment, goal, expansion, organizations seeking CSR image through capital investments

SWOT

Weaknesses: possible staff turnover, leadership, organization, funds, distribution strategy, marketing/pr

Threats: disinterest, theft, lack of volunteers, weather, budget, environmental factors, poor harvest

Primary Target Audience

Primary Target Audience: Women ages 30 and over from low-income families in the Trinidad neighborhoods

Primary Target Audience

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

Secondary Target Audience

Secondary Target Audience: Men and children connected to target audience residing in the Trinidad area

Secondary Target Audience

Role of Audience on Behavior Change Goal
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 affects both the old and the young and generate a groundswell of support, ideally influencing the behavior of the middle aged segments. We aim to provide opportunities for these children to get involved in the community with their parents and grandparents.

Objectives

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 target’s health and that of their family

Objectives

Target Goal

Gardeners harvest and eat 85% of produce grown on their individual plots each season

Barriers + Benefits

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

Recommended Research Methods

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

Competing Behaviors

Competing Behaviors  Eating junk food  Spending time elsewhere  Shopping at the grocery store  Buying conventional vegetables  Growing a personal garden

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

Positioning Statement

Positioning Statement:
“We want the women in the Trinidad neighborhood to view
planting and tending a community garden as a low cost way to provide fresh produce for their families and as more beneficial than depending on grocery stores and engaging in unhealthy eating habits.”

Promotion

Promotion


  

Direct mailing- Flyers and documentation distributed to residents in the area Distributing flyers- Drop off flyers to neighborhood establishments and through the area Attractive signage- Creation of attractive sign location by the garden that will lure community members in Contacting local news media- Make news media aware of the initiative to promote garden Free gardening lessons and seminars- lessons and seminars to enhance the act of gardening and to bring people into the garden to become active Farmers Market event- Local farmers come in to the garden to sell other kinds of organic food products to provide further options for the community

Place

17th Ave NE + Maryland Ave. Washington, DC

Place

Current Lot

Place

Renovation Plans

Costs

Evaluation

Plan for Monitoring and Evaluation



 

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 and locked after dark

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