Project EverGreen Enhances Efforts to Promote Green Spaces to Consumers
Less than two years ago when Project EverGreen was created, its goal was to gain enough green industry support to raise funds to promote to consumers the positive aspects of well-maintained green spaces including lawns and landscapes, sports turf, golf courses, parks and other green spaces. Project EverGreen kicked off its consumer media campaign in late 2004 after raising nearly $1 million in cash and in-kind services.
The campaign consists of several public relations components including consumer cause-related programs with America In Bloom, the Twin Cities Habitat for Humanity (in Minnesota) and a soccer field renovation project in North Carolina. The Habitat for Humanity program will include partnering with the chapter to provide green industry services for several new homes including sodding lawns, providing landscaping and possibly lawn maintenance, as well as providing first-time homeowners with a wealth of information on how to properly maintain their new home’s green spaces.
“We’re really excited about our consumer cause-related programs,” said Den Gardner, Project EverGreen executive director. “Not only do they provide an opportunity to partner with well-known and respected non-profit organizations, but it also provides a medium to deliver our messages and increase awareness of the benefits of green spaces.”
Other goals for 2005 include distributing a series of articles to national, state and local media promoting the benefits of green spaces, the development of a tag line to be used by Project EverGreen supporters at their businesses and on their product packaging and materials and continued development of consumer pieces for professionals to distribute to their customers.
Additional goals include:
- Consideration of a special consumer advisory council to advise Project EverGreen on marketing activities.
- Continued national surveys of consumers, suppliers and end-user professionals to gauge attitudes and opinions about the green industry and the products and services used to maintain green spaces.
- Continued development of the Web site.
- Having a presence at industry trade shows and other venues.
While there are several other green industry organizations, Project EverGreen is unique because it does not represent independent segments of the industry and is not a lobbying organization. Rather, the organization promotes the people, products and services used for green spaces and the benefits of maintaining and managing green spaces.
“We have substantial momentum right now,” said Paul McDonough, president of the Project EverGreen board and director of national accounts for LESCO. “We’re also excited about our new ‘Who’s Telling Your Story’ ad campaign for contributors within the industry.”
In 2005, Project EverGreen hopes to raise $1.1 million in cash and donated services for continuation of the consumer campaign.
“The green industry has shown tremendous support for our organization,” said Gardner. “Together we have the opportunity to promote what our industry is all about and all the great things green spaces offer.”
A non-profit organization, Project EverGreen is an alliance of green industry service (end-user) providers, associations, suppliers/distributors, media companies and other organizations. Project EverGreen’s mission is to raise the awareness of the environmental, economic and lifestyle benefits of landscapes and promote the significance of those who preserve and enhance green spaces at home, work and play.
For more information on Project EverGreen, contact Gardner at 877-758-4835 or visit www.projectevergreen.com.
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