urban roots campaign book

Aquaponics....Grow your own everything

garde n sup ply • org anics • hyd ropo n ics

Tabl

e of C

onte

nts


1. Executive Summary 42. Research Overview 9 Objective 10 Primary Research 11 Research Results 13 Overall Results 14 Eco Fest Results 19 Seminole Heights Results 21 Media Plan Effectiveness 27 Situation Analysis 29 Competitive Analysis 30 Consumer Analysis 30 SWOT 33

3. Media Plan 38 Objective 39 Press Release 40 Feature Article 41 Pitch Letter 43 Backgrounder 44 Social Media 46 Advertising Coupon 47 Print / Interne Ad 48 Educational Flyer 50 Effectiveness 51 Media Calendar 52

Tabl

e of C

onte

nts


4. Strategy & Tactics 53 Objective 54 Methods 55 Attendance & Motivators 57 Event Calendar 58

5. Final Evaluation 58

Executive Summary

Exec

utive

Sum

mar

y


The goal for Urban Roots is to present innovative marketing, as well as PR ingenuity to a world that is constantly changing. The purpose is to create a campaign which is interactive, fun, and targeted towards Tampa Bay and Carrollwood residents.

The concept is about creating an educational experience and awareness about the fundamentals of Aquaponics and an understanding as to how to build and maintain a self sustaining system for home users.

In the beginning my mission was to embark on a campaign which would promote a newly acquired Aquaponics system purchased by Urban Roots. The campaign concept would help increase in-store traffic, thus increasing overall sales. Once I witnessed the puzzled reaction of individuals as they examined an actual Aquaponics system, I began to feel people knew very little about Aquaponics.

Exec

utive

Sum

mar

y


As my first method of investigation, I felt it was important to survey one of the local markets at which they participate to reach the other demographic audience besides the already existing residents located in Carrollwood. I created a simple survey card that served the purpose of gathering basic contact information and the understanding of aquaponics. Changing the direction of the campaign was pivotal to creating an effective campaign for Urban Roots, thus I created the educational campaign called,“Aquaponics, grow your own everything.” The campaign includes a customized fundamentals course for people interested in Aquaponics and want to learn more about care and how it works.

Exec

utive

Sum

mar

y


The following components would be the most effec-tive to help create a successful educational outcome: 1. Educational Survey 2. In-store tutorials

Educational kits for attendees includes: A book on how to maintain, build, and troubleshoot your Aquaponics system.Aquaponics bingo gameAquaponics term matchHistory of Aquaponics sheetUrban Roots travel mugUrban Roots magnetUrban Roots key chainUrban Roots mini note bookUrban Roots pen

Educational event Calendars: 1. Market education event calendar 2. In-store education/speaker event calendar

Exec

utive

Sum

mar

y


The “Aquaponics, grow your own everything” logo has a two tier representation. The name is representative of the all of the root based organisms which can be grown via Aquaponics. The colors are from the Urban Roots logo, which creates a correlation to local consumers to establish Urban Roots as a local trusted authority for Aquaponics education.

As a final point, the intent is to craft an educational movement for Tampa Bay and Carrollwood residents that will have a positive impact with healthy lifelong results.

Research Overview

Rese

arch

OverviewAquaponics....

Grow your own everything

Determine the target market knowledge of Aquaponics

To inform and educate Carrollwood residents and market consumers about Aquaponics

To determine the knowledge base about Aquaponics

To determine the interest in learning about Aquaponics

To determine interest in other forms of organic gardening

Rationale : People who are interested in sustainable living attended events with sustainable and green living themes.

3 question survey held at Lowry Park Zoo Eco Fest on Saturday April 12th, from 11:30 pm-1:00 pm

3 question survey held at the Seminole Heights Market on Sunday April 13th, from 11:00 am–12:30 pm

Rese

arch



At the beginning of the “Aquaponics, grow your own everything”campaign, I decided to conduct a survey. The survey would collect basic data determining the knowledge base of Aquaponics; as well as create an educational forum to inform the target market by passing out informative flyer’s. I felt it would be more effective to have incentives to engage the target market to participate in the survey; the rationale was, patrons were too busy or disinterested and it would be difficult to get them to want to voluntarily take the survey. Target local market patrons and Lowry Park Eco Fest visitorsDistributed a coupon incentive to survey participantsIntended to survey 150 peopleActual surveyed 124 people26 People wished not to participate in the surveySeminole Heights Market Lowery Park Eco Fest surveyDistributed 143 Flyer’sDistributed 137 coupons.

Rese

arch



The survey consisted of 3 basic questions:1. Are you interested in sustainable home organic gardening?2. Have you ever heard of Aquaponics?3. Are you interested in learning more about Aquaponics?

Rese

arch



The overall results of the research is that the participants had limited knowledge of Aquaponics. I decided giving a campaign based on Aquaponics growing would be ineffective and costly to the client. However, I felt the client would be better served by beginning a campaign to educate the target market. Once the target market under-stood the basics of Aquaponics.

As as part of the research, the results were compiled in data graphs broken out by • Event • Question • Location

Rese

arch


Grow your own everythingQuestion #1 Are you interested in sustainable home organic gardening ?

For the entire survey, an overwhelming 48% of the respondents were interesting in some sort of sustainable home organic gardening. While the answers varied and some did not know, they were interested in learning more on the topic of organic gardening.

17% of the respondents were not interested in home organic gardening. Some of those people stated that they lived in apartments, were out of town or just didn’t care enough about it. This number is not discouraging, simply because out of that 17% there is a margin of people which do live in apartment homes and with enough knowledge or exposure they could learn that home gardening can be accomplished on a smaller scale.

The 19% of “Maybe” is great news, is a sign of definite potential market share. These people are “on the fence” and not a firm “No”, they could be swayed.

Rese

arch


Grow your own everythingQuestion #1Are you interested in sustainable home organic gardening ?

These results for Question #1 prove positive that there is a market for those who may not visit the store location or the market location people are interested in sustainable living and better health initiatives through organic gardening.

While the Aquaponics research was the main focus of this survey, the results of this survey show there are other avenues to explore in terms of organic gardening education, as well as potential for increase in-store traffic with, increased sales.

Rese

arch


Grow your own everythingQuestion #2 Have you ever heard of Aquaponics?

Suprisingly, 56% of the respondents had some sort of knowledge about Aquaponics. Some people mentioned they either had very little knowledge or knew quite a bit. Most were interested in learning more if possible.

21% of respondents expressed they had no previous knowledge of Aquaponics, however the follow up question #3 proved to have great potential of those being interested to learn more if possible.

7% of respondents said they were unsure if they heard of Aquaponics.

Rese

arch


Grow your own everythingQuestion #3 Are you interested in Learning more about Aquaponics? The 16% participants whom opted to respond with “No” to all the questions stated that they lived in an apartment or simply did not have the time. This opens the market to other possibilities, such as smaller Aquaponics systems which are more accommodating to apartment renters. The 16% of the participants whom answered “Maybe” were either not sure of the information or unsure if they were interested in learning more about Aquaponics. 52% participants whom answered “Yes” were eager to learn more, they had either heard of Aquaponics or not heard but were interested in finding out more.

Rese

arch



48%

17%

19%

16%

Overall Resultsyes No Maybe No Survey

Are you interested in sustainable home organic gardening?

56%21%

7%16%

Overall Resultsyes No Not Sure No Survey

Have you ever heard of Aquaponics?

52%

16%

16%

16%

Overall Resultsyes No Maybe No Survey

Are you interested in learning more about Aquaponics?

Rese

arch


Grow your own everythingThe overall survey at the Lowery Park Zoo Eco Fest was successful.The respondents were very receptive to the survey. As a tactic to engage with the respondents, I first offered them a coupon for 15% off the Urban Roots tent at the event. People were delighted to receive it, also this strategy broke the ice and provided me with the ability to present the survey to those who chose to take the coupon.

When presented with question #1 of the survey 55% of the respondants were interested in other forms of sustainable organic gardening. Only

15% said, “No”, and 24% said, “Maybe”.

Question #2 of the survey presented the research with some great results, an astonishing 72% of the respondents have heard of Aquaponics, as well as 67% of those said, “Yes” to wanting to learn more.

The turn out of the “No” responses for all questions was much lower, as well as the amount of people who declined toparticipate in the survey.

Rese

arch


Grow your own everythingLowery Park Eco fest

1. Are you interested in sustainable home organic gardening? yes 43No 12

Maybe 19No Survey 5

73 79

2. Have you ever heard of Aquaponics? yes 57No 9

Not Sure 8No Survey 5

73 79

3. Are you interested in learning more about Aquaponics? yes 53No 7

Maybe 14No Survey 5

73 79

55% 15%

24% 6%

Lowry Park Eco Fest yes No Maybe No Survey

Are you interested in sustainable home

72%

12% 10%

6%

yes No Not Sure No Survey


67% 9%

18% 6%

yes No Maybe No Survey


Rese

arch


Grow your own everythingThe Seminole Heights Market offered an opportunity to find variation in the survey markets as well as, the opinions of the respondents. Going into the survey at the Seminole Heights market I was confident that the results from this part of the survey would be more impactful. I was correct. Through out the survey, I continued to pass out the same 15% off incen-tive coupon to the reception of the coupon was not as well received as it was at the previous event. Alot of the people declined the 15% coupon, stating they were not interested nor had the time. 27% of those intended recipients declined to participate in the survey.

40% of the respondents of the answered “Yes” about being interested in other forms of sustainable home organic gardening., while 15% said, “Maybe” and 18% said, “No”. The “No” and “Maybe” numbers are significantly higher per respondent at the Seminole Heights Market.

Rese

arch


Grow your own everythingThe numbers for questions #2 were lower, which was surprising, considering that the consumers at the market were there to shop for healthier dietary choices, hence their attendance. Only 33% said, “Yes” about their knowledge about Aquaponics, 31% said, “No” and 4% identified “Maybe”.

46% of the people wanted to learn more about Aquaponics despite the fact, that some had never heard of Aquaponics, interestingly 18% selected “No”. I correlate the high number of “No” with the amount of declines I received when I approached market consumers with the coupon and the survey.

Based on the face to face interaction, market participants had no interest in being surveyed nor were they interested in any kind of education at the market, it is my deduction that market consumers were on thier leasure with the sole purpose to shop, hence the Seminole Heights market offered great information as to knowing what locations which might not be ideal to hold any kind of Aquaponics education.

Rese

arch


Grow your own everythingSeminole Market

1. Are you interested in sustainable home organic gardening? yesNo

MaybeNo Survey

53

2. Have you ever heard of Aquaponics? yesNo

Not SureNo Survey

53

3. Are you interested in learning more about Aquaponics? yesNo

MaybeNo Survey

53

40%

18% 15%

27%

Seminole Heights Market yes No Maybe No Survey

Are you interested in sustainable home organic gardening?

39%

31%

4%

26%



40%

18%

15%

27%



Rese

arch


Grow your own everythingOVERALL Eco Fest Seminole Market

1. Are you interested in sustainable home organic gardening? yes 72 yes 43 yes 29 72No 25 No 12 No 13 25

Maybe 29 Maybe 18 Maybe 11 29No Survey 24 No Survey 5 No Survey 19 24

150 73 78 53 72 150

48%

17%

19%

16%

Overall yes No Maybe No Survey

55%

15%

23%

7%


40%

18%

15%

27%


Rese

arch



2. Have you ever heard of Aquaponics?

56% 21%

7%

16%

Overall yes No Not Sure No Survey

72%

12%

10% 6%

Lowry Park Eco Fest yes No Not Sure No Survey

39%

31%

4%

26%

Seminole Heights Market yes No Not Sure No Survey

Rese

arch


Grow your own everythingOVERALL

3. Are you interested in learning more about Aquaponics? yesNo

MaybeNo Survey

52%

16%

16%

16%

Overall yes No Maybe No Survey

67% 9%

18%

6%


36%

24%

14%

26%


Rese

arch



When I surveyed the Lowry Park Eco Fest market there was a high turnout of people. I concluded that a majority of the participants were home owners interested in sustainable living and gardening. Those who claimed they were not interested in other forms of organics gardening stated they had an apartment or didnt live in town, as well as did not have the time. The reception of the survey was positive and patrons were interested. Those who did not know, asked and I explained to them the process of Aquaponics using educational flyer. The people who attended Eco Fest were there because they wanted to learn more about green living or forms of organic goods. These people arrived with the intention to learn. I consider this with all of the vendors which were in attendance as well. The reception of the coupons was well received, out of 150 coupons, 137 were distributed. It also served as a dual purpose to allowing me to engage and survey the customer. The Lowry Park Eco Fest Survey was most ef-fective and provided stronger results about those wanting to understand and learn more about Aquaponics and sustainable gardening.

Rese

arch



The rationale is because those people were more receptive to the coupon incentive and the follow up survey. The motivatingfactor for the Eco Fest was educational environment the even provided and and willingness learn more. I believe those who attended Eco Fest were interested in learning more, hence their attendance.

The Survey at the Seminole Heights Market provided different results, not as many people seemed to be receptive to the coupons and the survey. Most seemed to be bothered by me asking questions and hurried through the survey, in retrospect, the Seminole Height Market may have not been the best forum for a survey. It seemed more of a mix of locals at the market looking to shop and not be bothered. Most who said “No” or they were not sure, claimed they were not interested at this time or had an apartment. This was a great opportunity to understand the market and where to strategically place any educational events. The Seminole Heights Market was more of a retail environment where people didn’t want to be bothered with information or education.

Rese

arch


Grow your own everythingCommunication Challenge Facing Client

Determine a way to find more local advertising exposure to the client

Increase Aquaponics education Establish Urban Roots as local Aquaponics experts

Increase foot traffic in store

Increase local market foot traffic

Increase awareness of Urban Roots as local gardening supply store for organic, Hydroponics and Aquaponics

Rese

arch



Home Depot

Lowes

Shell’s Feed & Garden Supply

Grace’s Hydro, Organic Garden Center

Hydroponics of Tampa

Worm’s Way Florida

2 Target Markets

Carrollwood Residents

Tampa Bay Market Patrons

Rese

arch


Grow your own everythingDemographic Data of Carrollwood

ResidentsHomeowners - 67.9%

Persons:

65+ - 14.2%

Female- 52.6%

Pop -33,365

Living in Same house 1+ yr – 80.8%

High School Graduate 92 %

Back Degree or Higher 40.1 %

House hold income $55,869.00

Rese

arch


Grow your own everythingDemographic Data of Seminole Heights Residents

Homeowners - Could not find current stats

Persons:

65+ - 9.6%

Female- 51.4%

Pop -37,801

Living in Same house 1+ yr – Could not find current stats

High School Graduate 79.8%

Back Degree or Higher 40.1 %

House hold income $33,757.00

Homeowners 55.6%

Renters 44.4%

Rese

arch


Grow your own everythingSwotSt reng ths

Locally owned small business in the Carrollwood area. The Tampa Bay area encourages local small business exposure and purchasing.

10+ years experience in the organic gardening industry, which makes him knowledgeable and a reliable source for educational efforts.

Family owned, provides them the ability to seem more approachable and friendlier to those looking to enhance their Aquaponics knowledge.

Specialize in organic gardening supplies.

Involved in 3 Tampa Bay Area local Markets, their participation provides them limited exposure to local patrons. However, exposure will travel word of mouth.

Rese

arch


Grow your own everythingsWotWe a k n e s s e s

Small business and brand new, most new small business struggle the first year they are open.

While the website has good reviews and a steady amount of followers, there could be other enhancements added to the user experience.

Great at maintaining a social media presence, it could be a little stronger by incorporating contests, monthly specials and various other tools to increase their following.

Advertising is low volume; there is no room in the budget for any kind of advertisement. There are some local publications that are online and printed.

Rese

arch


Grow your own everythingswOtOppor tun i t ies

Trade publications are a good way to get needed exposure through like business and coop contacts.

Tampa Bay area does play host to trade shows throughout the year.

Direct mail is an option which some publications offer with their news papers and group direct mail from the USPS. Local publications are looking to incorporate advertising. A local HOA has its own publication.

Community outreach organizations for displaced families, children and battered women. Local charity events, can provide the ability f to connect with local public figures.

Rese

arch


Grow your own everythingswOtOppor tun i t ies

Web site improvement, with the more developments everyday in web site technology, looking into ways to improve or making the website stand out is always a plus.

Social media output is always a wait to increase followers and promote the brands carried and an established credibility of existing knowledge in the industry.

Hosting promotional events at the in-store is a great way to expose the store location.

Rese

arch


Grow your own everythingswoTTh rea t s

Large chain stores with garden deportments, such as Home Depot, Lowes, Target, Kmart, Wal-Mart offer more options, as well as deep discounting because they buy product in bulk.

Other small competitors, there are other business whichspecialize in Aquaponics, and organic garden supply.

Lack of funds for promotions is hurting the effort to move forward with lucrative advertising and promotional items.

Location, the store location is tucked in a niche and hard to spot from the road.

Media Plan

Med

ia Pl

anAquaponics....Grow your own everything

The objective was to create an local awareness of Aquaponics education and to establish Urban Roots as a local authority in Aquaponics through a grass roots campaign.

Objective Strategy Tactics Measurement

Create awareness of Urban Roots to local media

Send Public Service Announcemernts to local

Email local contacts and send Public Service

Announcements and follow up emails

Check local news papers , wedsites, and set up Google and

yahoo for Key Words " Urban Roots" and "Aquaponics"

Begin to spark interest to local media outlets about

Aquaponics

Send a feature story to local media

Email local contacts and send Feature story and follow up emails



To establish Urban Roots a local creditble a source of Aquponics education, as

well as other form sof organic Gardening

Sent local media and online publications, Facts Sheets, Pitch Letter, and backround information

Email local contacts, as well as follow up

emails and phone calls.



Med

ia Pl


Melissa Reel, Reel Exposure, Public Relations Specialist

[email protected] Cell/ Night: 813.843.6310

401 E Kennedy Blvd Tampa, Fl 33602

PRESS RELEASE April 3rd, 2014

FOR IMMEDIATE RELEASE

AQUAPONICS! ORGANIC GARDENING IN CARROLLWOOD TAMPA, FLORIDA – Urban Roots, a local organic gardening supply store has gone to the fish!

The demand for organic options has been growing steadily in the past

five years, as well as the push for local consumers to shop local businesses in the

Tampa Bay Area.

Zach and Bianca Grace are making it their mission to bring healthier

lifestyles to Tampa Bay. This young husband and wife team they have a

combined 10+ year’s experience of organic gardening. While they own a small

niche gardening supply store in Carrollwood they are excited about their latest

addition.

Zach Grace explains, “People are trying to get back to eating healthier,

growing your own food, knowing what’s in your food, trying to avoid GMOs. You

know, trying to be as natural and organic as possible”

When people think of Aquaponics, they imagine large farms with acres of

vegetation and fish. Aquaponics has arrived to your neighborhoods, bringing less

complex, friendlier systems for families interested in an organic sustainable

lifestyle.

--MORE--

Home owned Aquaponics has experienced a surge of interest since

systems have moved to smaller models for families that offer several benefits.

Owners can grow any kind of plant as well as 10 times the variety of a traditional

garden of organic plants; there is no weeding, garden pest, no watering and they

are sustainable. Aguaponic systems can accommodate any type of fish and

home, as well as sustain salt water crustaceans. These systems serve as

educational environments for children as well.

The Graces also have fresh produce stands at local Tampa Bay Markets,

the Hyde Park 1st Sunday Fresh Market, Seminole Heights 2nd Sunday Market and

North Tampa Market located at the Carrollwood Cultural Center.

For more information, please contact the Graces’ store or online website at

http://www.urbanrootstampa.com/ or 813-962-7668c

--###--

Med

ia Pl


Melissa Reel P: 813-843-6310

Urban Roots Organic Garden Supply Carrollwood, Florida

IMMEDIATE RELEASE

Aquaponics, grow your own everything! By Melissa Reel / February 2014 / Reel Campaigns

Tampa, FL- Diet fads come and go, but lifestyle change can be forever. In a world where we as a society

are more aware of what we eat and how we live; more people are experimenting with Aquaponics, as

an alternative means of growing their own produce besides soil based growth to ensure they know what

goes into their body. The pro of Aquaponics is that people can grow most anything!

Urban Roots, Tampa Florida Tucked away in the small suburb of Tampa is “Carrollwood.” With a population of 33,000 people and the

homeowner rate at 67 %; Urban Roots is and husband and wife team own organic garden supply store

nestled within a small strip mall in the neighborhood. With 10+ years experience proprietors Zach and

Bianca Grace share their love for healthy living and organic lifestyle with locals, as well as help introduce

and educate others about growing their own organic produce and how to live a sustainable lifestyle.

Zach and Bianca Grace participate in local fresh markets such as the: “Hyde Park Village Fresh Market”

held the first Sunday of every month, the North Tampa Market, and the Seminole Heights Sunday

Morning Market. Through social media outlets like Twitter and Face book Urban Roots, also t at

http://urbanrootstampa.com/ they can be followed and customers can receive product and educational

updates. Just recently Urban Roots was featured in the Carrollwood Village View Magazine.

Aquaponics The market of Aquaponics is expanding to home use; this technology combines aquaculture and

hydroponics in a non soil environment which consist of water. Aquaponics is a sustainable growing

system which incorporates water conservation and vegetable production in a organic method. Many

systems vary in size and price, depending on the user’s needs. These systems are usually fresh water

based; however, salt water can be used for a crustacean environment. While these systems do require

Med

ia Pl


maintenance they come in all varieties which can be less complex and user friendly. Because these are

closed system tanks, filters are removed and water is re-circulated.

The technology behind they method of growth is quite fascinating, as private owners are able to

witness organic growth right before their eyes in the privacy of their own homes. At Urban Roots Zach

has just completed their first 275 gallon tank which is 4x4ft and stands 6 feet tall. Zach is excited to

share the latest addition to Urban Roots with their customers. They are going as far as to create U-Tube

videos for installation, education, and other system, requirements and seedling growth. With Zach’s and

Bianca’s passion for organic lifestyle they are enthusiastic about sharing their knowledge with others

and being involved with their community.

Aquaponics is an environmentally friendly system and a great way to educate children about

environmental sustainability, as well as get your organic garden growing and Urban Roots is the right

place to make you feel comfortable, engaged and enjoy the fruits of your labor. Also, don’t forget to visit

their organic juice bar! To get more information give Zach and Bianca a call at or go to their website for a

coupon for 15% off your purchase!

Urban Roots Garden Supply 11730 N. Dale Mabry Hwy. Tampa, Fl 33618

P: 813-962-7668 F: 813-962-7660 E: [email protected]

Follow us on Twitter https://twitter.com/Urban48642152

Follow us on Face book at Urban Roots Garden Supply

Urban Roots Garden Supply - Tampa, Florida - Garden Center | Facebook

Med

ia Pl


Melissa Reel, Reel Exposure, Public Relations Coordinator Phone: 813.655.0077 401 E Kennedy Blvd Tampa, Fl 33602 RE: Urban Roots Tampa, the Aquaponics Organic Gardening Explosion, Grow your own Everything ! Urban Roots is a local organic gardening supply store located in the heart of Carrollwood. Owned by Zach and Bianca Grace the young entrepreneurs with a combined 10+ years experience want to offer Tampa healthy alternatives to those looking to embark on at home gardening. Their small Carrollwood niche store offers options such as: hands on education, Hydroponics, juice bar, gardening supplies, as well as a recently added line of home Aquaponics systems. “People are trying to get back to eating healthier, growing your own food, knowing what’s in your food, trying to avoid GMOs. You know, trying to be as natural and organic as possible” Home owned Aquaponics has experienced heightened interest since systems have moved to smaller models for homeowners and they offer several benefits. Owners can grow any kind of plant 10 times more variety of organic plants, no weeding, garden pest, no watering and they are sustainable. Aguaponic systems can accommodate any type of fish, as well as sustain salt water crustaceans. Zach and Bianca are excited about their new addition and are ready to educate Tampa Bay about the benefits of Aquaculture and how to make it part of your healthy lifestyle or if you’re ready to move into healthier living. The Graces have stands at 3 of The Hyde Park 1st Sunday Fresh Market, Seminole Heights Sunday Market and North Tampa Market located at the Carrollwood Cultural Center. The demand for organic options has been growing steadily in the past five years, as well as the push for local consumers to shop local business in the Tampa Bay Area. Please feel free to contact me at 813-655-0077, [email protected] or visit the Graces’ store or online website at http://www.urbanrootstampa.com/ . Thank you for your time! Melissa Reel Public Relations Coordinator for Urban Roots Tampa

Med

ia Pl


Melissa Reel, Reel Exposure, Public Relations Coordinator Phone: 813.655.0077 401 E Kennedy Blvd Tampa, Fl 33602 Aquaponics, Grow your Own Everything! Aquaponics is combination of hydroponics and Aquaculture. It uses the idea of fish waste to fertile plants; those roots go as far back as Asian and South America. The Aztec built canals and artificial islands to grow crops in nutrient rich mud,

The Chinese followed in their footsteps in which catfish, ducks and plants grew together, ducks were houses in cages over fish ponds the ponds processed the waste and the catfish lived on the waste the flowed from the fishpond, the water was used to irrigate rice and vegetable crops.

In the 1980s North Carolina graduate student Mark McMurty and Dough Sander created the first known closed loop aquaponics system. Fish tanks were used to trickle-irrigate tomatoes and cucumbers in sand beds that functioned as filters as well. As the water drained from the sand beds it was recalculated back into the fish tanks.

Aquaponics consists of two parts, the aquaculture part for raising fish and the hydroponics part for growing plants. Freshwater fish are the most common aquatic animal raised using aquaponics, although freshwater crayfish and prawns are also sometimes used. Tilapia are considered the most popular fish for home that are intended to raise edible fish. The five main inputs to the system are water, oxygen, light, feed given to the aquatic animals, and electricity to pump, filter, and oxygenate the water. In terms of outputs, an aquaponics system may continually grow plants such as vegetables grown in hydroponics, and edible aquatic species raised in an aquaculture. Aguaponic systems do not typically discharge or exchange water under normal operation, but instead recirculate and reuse water

Aquaponics system is a food production process which combines traditional aquaculture with hydroponics. The animals and plants in an aquaponics system have a symbiotic relationship. Effluents from aquatic animals are used by plants as food. In the process, the plants purify water for fish.

Aquaculture and hydroponic farming techniques provide the basis for aquaponics systems in terms of complexity, size and the types of foods/plants grown in aquaponics systems.

There are 3 Types of systems Media Filled Beds, Deep Water Culture (DWC), and Nutrient Film Technique. Media Filled Beds use containers filled with clay rock medium or similar material. Media Filled beds are basically the simplest aquaponics systems. Fish tank water is pumped over media filled beds as plants grow in clay rock media. Media filled beds have continuous water flow systems or flood and drain systems. Nutrient Film Technique, water is rich in nutrients and pumped into small enclosed gutters. Plants are grown in small cups which allow roots to absorb nutrients and water. It is important to understand that the water flowing resembles a thin film hence the nutrient film technique. It’s also important to note that it is not suitable for all types of plants. The best plants to grow using NFT systems are leafy green vegetables. Other plants, particularly larger plants have big and invasive root systems

Med

ia Pl


thus they are not suitable. The Deep Water Culture involves growing floating plants. This system allows plant roots to hang into water. DWC is a common method of growing plants in commercial industries. The method can be practiced in many ways such as floating foam rafts on top of fish tanks or pumping water from the fish tank to floating rafts with plants floating on water surfaces.

Home owned Aquaponics has experienced heightened interest since systems have moved to smaller models for homeowners and they offer several benefits. Owners can grow any kind of plant 10 times more variety of organic plants, no weeding, garden pest, no watering and they are sustainable. Aguaponic systems can accommodate any type of fish, as well as sustain salt water crustaceans.

--END--

Med

ia Pl


FaceBook / TwitterMonthly ContestPromotional PricingPSAOnline open forum discussionsEducationCommunicate event informationCoupons

U TubeEducationPSA

EmailCommunicate event informationEducationPSAMonthly ContestPromotional PricingCoupons

Med

ia Pl


AdvertisingAquaponics....

GGrow your own everything

Aquaponics....GGrow your own everything

Bring this card fo

Bring this card fo next market or in-store purchaseMreel/JenW@UTCOM584

garden s

upply •

organics

• hydrop

onics

garden s

upply •

organics

• hydrop

onics

11730 N. Dale Mabry Hwy.Tampa, Fl 33618P: [email protected]


Med

ia Pl


Advertising


Personal & enviromental benefits How to maintain your system How to build your system How your system works How to troubleshoot

COME IN AND SEE US !Bring in this ad for 15% off your purchase of any one item

We offer Aquaponics education you can share with your family and friends.


Med

ia Pl


Advertising


Personal and environmental benefits How to maintain your system How to build your system How your system works How to troubleshoot

11730 N. Dale Mabry Hwy.Tampa, Fl 33618P: 813-962-7668

[email protected]

We offer Aquaponics education you can share with your family and friends.

COME IN AND SEE US !Bring in this ad for 15% off your purchase of

any one item

garden supply • organics • hydroponics

Med

ia Pl


Advertising


We also have a locations at the following local Bay Area Markets listed below.

Bring this flyer for 15% off your next

market purchase.


At Urban Roots we o�er

Aquaponics education about the personal and enviromental

bene�ts of owning your own home system.

Signi�cant reduction in the usage of waterGrowth of plants is signi�cantly faster

vegetables are bigger and healthierno need to use arti�cial fertilizer

easier to setup for year round use.Reduced damage from pests and disease and its organic

We’ll teach you how to maintain, build, and troubleshoot your system

Aquaponics....

Grow your own everythingBring in this ad for 15% off your purchase of any one item

Aquaponics is a system in which edible �sh are used feed the cycle of

growth for any kind of root based plant. You can you use most kinds of

�sh and any kind of seed to grow.

Aquaponics can range from small home systems used for fresh herbs to large

systems for vegetable growth.

Did you know that Aquaponics can help your family live a healthy sustainable lifestyle ?


Med

ia Pl


There is not a definite knowledge on how effective the media communication would have been on the campaign; as it was not utilized to the fullest extent. I feel the link could have been far reaching if more time could have been devoted to the social media outlet; there is not 100% certainty on the success rate.

Email was an effective means of communication PSA’s and event Information.

Moving forward, social media, local media saturation are highly recommended. Not having an advertising budget placed alot of restrictions on how far reaching the campaign could have been.

Med

ia Pl


Media Schedule Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Advertisement 1 X X X X X X X

Advertisement 2 X X X X X X X X

Facebook X X X X X X X X X

Twitter X X X X X X X X

U Tube Launch X X

Local Media Submission X X X X X X X

Press ReleaseS X X X

Faeature Articles X X X

Public Service AnnouncementS X X X X X

Strategy & Tactics

Stra

tegy

& Ta

ctics


EVENT OBJECTIVES

Create an interactive and fun, yet educational events which will focus on the benefits of Aquaponics, as well as engage and appeal to Carrollwood residents and local fresh market attendees

Rationale: People like to know they are not wasting their time. What is most important is theyunderstand the benefits of Aquaponics for themselves and their families

Stra

tegy

& Ta

ctics


Educational survey held at Lowry Park Zoo with an informative flyer distribution that included a coupon for 15% off.

Education survey held at Seminole Heights Market with an informative flyer distribution that included a coupon for 15% off.

Educational event/session on Aquaponics held at the markets based on those who sign up at the markets.

In store speaking events, from local Aquaponics growers commercial and residential

Rationale: People like to identify with those who are experts and find out trade secrets to understand Aquaponics better, as well as how it can benefit them. In turn this will increase in-store foot traffic and consumer spending power

Stra

tegy

& Ta

ctics


Interactive Aquaponics Education Folder.

Educational folder contents:1 book on how to maintain, build and trouble shoot your Aquaponics system.

Educational Event Calendars:1. Market and in-store education speaker event calendar2. Aquaponics bingo game3. Aquaponics term match4. History of Aquaponics sheet5. Urban Roots travel mug6. Urban Roots magnet, 7. Urban Roots key chain, 8. Urban Roots mini note book, 9. Urban Roots pens

Stra

tegy

& Ta

ctics


Because people have busy lives and they neither have the time nor want to attend events. I thought a by using a motivational piece such as a gift card or free ticket raffle would bring larger turnout.

Participation at the Seminole Heights Market event was low and the motivator of a coupon was ineffective. From those experiences I deducted; trying other local Tampa Bay area markets could be beneficial as crowds are in a different location and enthusiasm may be different.

Participation at the Lowry Park Eco Fest was big; people were enthusiastic and gladly accepted the motivators, as well as receptive to taking the survey.

Stra

tegy

& Ta

ctics


Events Jan Feb Mar April May June July Aug Sept Oct Nov Dec

In Store Aquaponics Educational Event x x x x

Aquaponics Speaker Event x x x x x

Spring Veggie Aquaponics Kick off Education X X X

Hyde Park Market Aquaponics Flyer Distribution x x x x x x

North Carrollwood Market Flyer Distribution x x x x x x

Seminole Heights Market Flyer Distribution x x x x x x

Twitter Contests x x x x x x

Facebook monthly deal x x x x x x

Seasonal Seedlings In Store Aquaponics Event x

Hyde Park Market Aquaponics Coupon Distribution x x x x x

North Carrollwood Market Flyer Coupon Distribution x x x x x

Seminole Heights Market Flyer Coupon Distribution x x x x x x

Final

Evalu

ation


As a final point, I began the campaign with an objective to educate local Carrollwood residents and Tampa Bay area market patrons about Aquaponics and the personal and environmental benefits it provides.

I communicated with the local media for advertising and article placement for a feature article, however the results were not as I expected. I received no replies to my emails or return phone calls to the follow up voice messages I left.

Once I discovered that not many people heard of Aquaponics or had little understanding despite hearing the term. I decided to survey the target market. After reviewing the survey research information I discovered, the many people actually are interested in learning more about Aquaponics.

I took the risk and completely changed the campaign, strategy and objective. I felt to further pursue a campaign about Aquaponics would not be beneficial to the clients’ time and money. The client would be best served by educating market patrons and Carrollwood residents about Aquaponics which would help drive business forward. There are other ideas of events I have presented in the book that can be easily staged. However, I was able to come up with three ideas we feel will be largely effective to meeting the goal of educating the Carrollwood residents and Tampa Bay Market patrons that are mentioned previously.

I created a comprehensive book of all of my research findings and data. We hope this will be a useful tool to measure the concentration of the type of campaign you would like to pursue.

urban roots campaign book

Documents