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Marketing Plan PresentationThe Colorado State Forest Service Seedling

Nursery Claire C. Casey, Danny J. Kappes, Nathan R. Manes, Chris G.

Paffett, Chelsea L. Weise

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Agenda

Introduction Situation

Marketing Strategy

Objectives Action Plan

BudgetQuestions

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“Support the mission of the CSU Forestry Service agency and enable Coloradoans to establish conservation plantings by growing and distributing quality, low cost,

adapted tree and shrub seedlings”-Colorado State Forest Service Nursery

● Main Goals: Awareness and Conservation ● Dedicated to educating the public by using quality

service expertise● Distribution of low cost tree and shrub seedlings

Introduction

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● Key Strengths○ Product Quality

○ Customer Service

● Walk-In Customers○ High Engaged

○ Low Engaged

● Competition○ No Direct Competitors

● Key Issues○ Lack of promotion

○ Little awareness of mission

○ Tracking customersSituation

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Differentiation & Positioning

● Conservation endorsement● Quality product assortment

Positioning Statement

“The Colorado State Forest Seedling Nursery offers an assortment of quality plant products with a unique conservation focus to which its services allow customers to feel their time is valued, needs are understood, and products are applicable to preserving the surrounding environment”

Marketing Strategy

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Objectives

● Increase brand awareness

● Improve internal operations

● Increase company participation in the community

● Improve customer retention

● Encourage customer referrals

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Action Plan

Group Involvement Customer Database & Data CollectionGirl Scouts Program E-NewsletterNewspaper ArticleSignagePromotional Materials

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Action Plan

Group Involvement

Master Gardener Club ● Gardening experts

Native Plant Masters● Native plant experts

How this will help -Information-Relationships -Resource

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Action Plan

Customer Database & Data Collection

Sales Force CRM Software

User Macro● Temporary solution● Name, Email, etc...

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Action Plan

Girl Scouts Program

Cadette Level: Tree badge● Skill-building patch required to earn

recognition as a “Naturalist”

● 5 Tree badge requirements

CSFS Flagship Program● Project Learning

Tree

● Nursery benefits

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Action Plan

E-Newsletter

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Action Plan

Newspaper Article

Coloradoan● Anne Wuerslin

Content● Location, Mission, and Products

Saturday May 2nd

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Action Plan

Signage Existing Sign

“A - Frame”

New Sign

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Action Plan

Promotional Materials

Hats

Pens

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Budget

Proposal Description Item Amount Frequency of event per year

Total Cost

Group Involvement Josh will provide lectures for key groups

Gas: ~2.13/gallon X 2 gallons/trip=4.26Employee: 20/hour X 2=$40

4/yr $177.84

Customer Database Implement a new customer database system to track customers email, phone number, and ordering patterns

Training of employee (intern) on system$10/hr X 2=$20

1/yr $20.00

Girl Scouts Program Employee training for girls

2 hours$10/hr=40 for two employees

3/yr $120.00

E-Newsletter Provide quarterly newsletter to engaged customers

Intern time:$10/hr. X 3 hrs/newsletter=$30/letter

4/yr $120.00

Newspaper Article Coloradoan Article after interview with Josh

Free One time only N/A

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Budget

Signage Provide a sign to the nursery for the walk-in customer segment.

300 for a medium sized outdoor sign + 32 for wooden posts

One time only $332.00

Hats CSFSN hats to spread word-of-mouth marketing and to promote employee pride

5.03/hat (with shipping) 100 (1/yr) (probably only first year)

$503.00

Pens CSFSN black ink pens 100 pens at .44/pen + shipping (10)

1/yr $54.00

Idea Appendix Extras Potentially getting staff to volunteer and run a booth at educational events

10/hr/employee with each event around 3 hours, and two employees at each event=60/event

5/yr $300.00

SUBTOTAL: $1,766.84

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Thank youQuestions