Cornell Plantations: Social Media Plan

Executive Summary 2

Historical Context 3

Situation Analysis 4

Competitor Analysis 5

Objectives 7

Research 8

Target Market 9

Campaign Strategy 12

Creative Strategy 13

Creative Testing 18

Media Objective and Media Strategies 19

Brand Activation Timeline and Marketing Recommendations 20

Evaluation 21

Creative Brief 22

Table of Contents

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Executive Summary

Cornell Plantations’ strategy is focused on increasing awareness of the gardens with the immediate community and statewide. Our campaign strives to enhance the brand image through the use of creative tactics via social media. In order to create a cohesive campaign, we plan to use interesting facts associated with the Plantations to create a “buzz”. Our all-inclusive plan puts an emphasis on reaching local residents, including students and non-students, and visitors to the area. Our slogan “Explore Happiness” truly highlights the vision of the company and illustrates that the Cornell Plantations are more than just land filled with flowers; rather, they are a piece of nature that is hard to experience anywhere else, and a large part of the Ithaca, and Cornell, community. We have worked to expand the brand onto the Internet, specifically on social media outlets in order to reach the core group of the target audience. With the easy access to the facts associated with the campaign, people in this category will perceive Cornell Plantations as an exciting destination in the area.

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From Cornell University’s beginning, there was a resolve to amplify and even expand upon the campus’ rich natural treasures. At the university’s opening ceremony in 1868, the eminent naturalist Louis Agassiz remarked that no other area could compete with Cornell’s surroundings in the opportunities offered for the study of natural history. Cornell Plantations traces its roots to 1875, when Sage College was constructed to house women at Cornell, and an arboretum of rare specimen trees and a conservatory for teaching botany were integral parts of the early campus plan. Cornell alumni from Brooklyn, New York, pressed for gorge preservations as early as 1909, while visionaries Robert H. Treman, Colonel Henry w. Sackett, Floyd R. Newman, Muriel B. Mundy, Richard M. Lewis, Audrey O’Connor, and others provided inspiration, guidance, and funding. Support, leadership and creativity came too, from committed faculty members such as A.N. Prentiss, Cornell’s first botany professor; W.W. Rowlee, who served as both professor of botany and the university’s grounds supervisor; and Liberty Hyde Bailey, professor of horticulture, director of the College of Agriculture and creator of the name “Plantations.” All of these dedicated people and countless more helped lay the foundation for Cornell Plantations’ current holdings of over 4,000 acres of natural and constructed landscape, and natural history collections.

Historical Context

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Situation Analysis

Environmental Forces With the Cornell Plantations being located in the Northeast region of the country, more specifically within the Southern Tier of New York, this area is known for the harsh, long winters, people often do not think of going outside to explore. Instead, they look for activities inside, where they may stay warm, when they should be exploring nature and what is surrounding them.

Competitive Forces Cornell Plantations is located within the greater Cornell University Campus. With such a large campus surrounding it, Ithaca College on South Hill, the plentiful gorges within the city of Ithaca, along with various other destinations within the region, Cornell Plantations is simply a needle in a haystack. Also, within the city of Ithaca there are other locations within the Discovery Trail that Cornell Plantations competes against. These include the Museum of the Earth, Cayuga Nature Center, Tompkins County Public Library, Sciencenter, Cornell Lab of Ornithology, The History Center, and Johnson Museum of Art. Although all of these locations work together in order to promote each other, they are still competing to drat people in to the particular locations.

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Museum of the Earth The Museum of the Earth is a major natural history museum located in Ithaca, N.Y. By using the Paleontological Research Institution’s (RPI) world-class fossil collection, visual, audio, and tactile displays, the Museum tells the story of our planet, as perserved in the geological record, with a special emphasis on the Northeaster United States, along with New York State itself. The Museum also features skeletons from the Hyde Park Mastodon and the Right Whale. There is so much to learn and explore about our planet at the Museum of the Earth.

Cayuga Nature Center At the Cayuga Nature Center, visitors are able to explore the wonders of nature first hand. The CNC houses over 40 live animals in both indoor and outdoor exhibits. From June to August, visitors can explore the Butterfly House. They are also able to climb 50 feet into the tree canpy at Treetops, the six story observational tree house. If none of this appeals to visitors, there is a five-mile trail that meanders through the forest, along the gorges and streams, and past a variety of plants and wildlife.

Competitor Analysis

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Competitor Analysis

Tompkins County Public Library At the Tompkins County Public Library, there is a world of information all around. Learn to navigate endless resources with the help of the many librarians. At the library visitors may connect to special datebases, search the library catalogue for CDs, DVDs, videos, or a favorite author. Visitors are able to enjoy programming for all ages, including story telling to music, and book discussions.

Sciencenter Voted Ithaca’s Best Place for Family Fun two years in a row, the Sciencenter is a hands-on science museum for people of all ages, containing over 200 exhibits, an outdoor science park, educational programs, a seasonal 18-hole miniature golf course and a gift shop. The Sciencenter is home to live animals, the Curiousity Corner (designed for children ages four and under), the Discovery Space and Reinvention Station, where visitors are able to experiment with science kits and connect with their inner artist. Here, science is explored through hands-on experiences.

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Cornell Lab of Ornithology Located in the new Imogene Powers Johnson Center for Birds and Biodiversity, the Lab is surrounded by the Sapsucker Woods. These woods are a wildlife sanctuary with more than four miles of walking trails on 220-acres of land. The Visitors’ Center and observation areas are located over Sapsucker Pond and the Treman bird-feeding garden. Other displays include a surround-sound theater, object-theater presentation, sound studio, and informational kiosks featuring bird sounds and information. The Wild Birds Unlimitied store carries bird supplies and wide array of beautiful gifts. The Bartels surround sound theater features two new local production that were shot in high definition video, called “The Sanctuary” and “Mundy Wildflower Garden”.

The History Center The History Center is the gateway for learning about people, places, things, and stories that have shaped the past. Here people are invited to examine history through a local lens by exploring thousands of historic photographs, diaries, documents, genealogies, scrapbooks, maps, and more in the research library. There is also an Eight Square Schoolhouse and Living History Program. Discover the excitement of exploring the past at The History Center.

Competitor Analysis

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Competitor Analysis

Johnson Museum of Art The Johnson Museum of Art houses one of the finest collections of art in Upstate New York, along with a breathtaking view of Cayuga lake, the Ithaca landscpae, and Cornell from the panoramic windows within the building. There are over 20 special exhibitions every year, along with several special selections from a global collection, displayed over six floors. The collection includes art from thoughout Asia, 19th- and 20th-century American art, medallic art, the graphic arts, video art, Tiffany glass, European art, pre-Columbian art, and African art.

Gorges of Ithaca “Ithaca is Gorges”! That is for sure. One of the most prominent features of the Ithaca area is the gorges and waterfalls found throughout the city. The south-to-north running streams and waterfalls draw people to the area to see the breath-taking landscape. Tours at each location are available, along with a tour that takes travelers to different locations to take advantage of nature that constantly surrounds us.

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Marketing Goal To create awareness through social media as to what is occurring at the Cornell Plantations through upcoming events, informational videos, interesting facts about the Plantations.

Comprehension Goal To create awareness and promote the Cornell Plantations as a place to explore, relax, and as a learning tool for visiting gardeners to the area. By the end of the main campaign, residents, students, and non-students, along with visitors, will understand what Cornell Plantations is, what is occurring there year round, and what may be done when they visit through social media outlets.

Objectives

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Rbjectives esearch

Objectives - Conduct historical and situational research on Cornell Plantations to effectively determine its strengths and weaknesses in the current market - Identify the most effective forms of social media vehicles for Cornell Plantations to utilize - Compare Cornell Plantations to its competitors

Secondary Research - Visited Cornell Plantations Website to obtain background information, impressions of company, and information about Cornell Plantations ongoing events - Researched the most effective social media outlets to utilize

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Primary Target Audience Secondary methods of research were used to determine the correct target market based on demographic, psychographic, and behavioristic qualities. The VALS (values, attitudes, and lifestyles) test was also used to descirbe personality characteristics that relate to travel behavior of prospective visitors.

Demographic The primary target audience is men and women between the ages of 19 and 35, who have started a family, and enjoy being outdoors. These people enjoy nature, and want to experience what is surrounding them. Cornell Plantations plans to target people who live within the area, students and non-students, visitors, and residents within the Central New York area.

Psychographic (Attitudes, Values, Lifestyles) The men and women in the target market share common qualities that make them important prospective visitors. When deciding what to do, they think of something to do locally that embraces the outdoors and that can be done as a day trip. They share a knack for the outdoors and want to enjoy the beauty that is assoicated with it.

Behavioristic No matter how diverse the target market is, it can be concluded that the people who compromise the target market put a strong emphasis on nature and the outdoors. The majority of the target market is from the area, attending school and is therefore busy, but still has time for leisure, whether it is with friends, family, or co-workers.

Target Market

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Carget Market reative Profiling

Meet Taylor. He is currently a student at Cornell Univeristy. He is a microbiology major with a double minor in crop management and natural sciences. As one may be able to tell, Taylor enjoys working with science and nature. Although he is extremely busy attending to schoolwork, he tries to take a little time out of his day for himself and to be outdoors. One place that Taylor likes to visit is the Cornell Plantations. It is close, so traveling does not take up a lot of his time, and the scenery is jaw dropping. The Cornell Plantations really attracts Taylor for all of these reasons.

Meet Riley. She is a local resident within the city of Ithaca. She is a mother, along with a caretaker for her mother. With all of the local attractions and destinations within the city, Riley feels there is no reason to go elsewhere when looking for something to do. Having three younger children can be a handful, so getting outside is always a goal of hers. Her mother also enjoys being outside, but has difficulty traveling long distances. Riley loves the idea of visiting the Cornell Plantations for the scenery, the fresh air involved with walking the trails, and the fact that it is local. The Cornell Plantations is the perfect local travel destination for Riley and her family.

Meet Mary. She is an avid traveler, always looking for something fun and unique to do. When she passes through the Central New York area, she always makes sure to stop at the Cornell Plantations. Cornell Plantations is one of the very few public gardens still in existence today, and one of the only free ones. The amount of land that Mary can explore while visiting is very appealing to her, along with the numerous different plants and flowers she will discover along the way. Cornell Plantations is one stop that really appeals to Mary when she travels through the area.

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Cornell Plantations has identified adults, 45-65 as the secondary target market. Because Cornell Plantations is a destination that appeals to many generations and ultimately as a place for everyone, they believe that this age group is an ideal secondary target audience. Many adults in this age group are aware of the Cornell Plantations and would visit with their children, parents, and potentially grandchildren. Many people in this age group can be influence or inspired by their children and are a critical target to reach in order to obtain new visitors.

Secondary Target Audience

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Cecondary Target Audience ampaign Strategy

Our target audience consists of men and women who value the outdoors and natural beauty. According to research, these explorers enjoy their natural surroundings and the outdoors. The big idea, “Explore Happiness”, encourages people to explore what makes them happy, like the different elements featured at Cornell Plantations. To highlight the beautifl plants, flowers, and wildlife found at Cornell Plantations, a social media marketing plan will be implemented to communicate the different events, tips, and fun facts that gardens have to offer.

The BIG Idea Explore Happiness. This campaign will promote Cornell Plantations as a location that brings about happiness to those that visit while encouraging people to explore not only the actual location, but also the different social media outlets that are utilized.

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Cornell Plantations allows its visitors to explore several different gardens acrorss a few acres of land. We want our visitors to understand that there is a lot to do at the Plantations all year round. The process of communication that has been decided to be utilized is primarily social media. With the constant interaction between Cornell Plantation and the consumer, we will be able to communicate with the target market on a consistent basis. Our primary goal is to reach our target audience with several appealing and memorable messages. Cornell Plantations hopes to encourage to enjoy the gardens and explore happiness.

Creative Strategy

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Sreative Strategy ocial Media Vehicles

Facebook Facebook currently has approximately 500 million active users, most of which are between the ages of 18 and 24. This demographic covers a majority of the target audience, including students within the area. Although this covers a large segment, the current fastest growing age group of users includes middle age men and women. Therefore, Facebook allows for a great amount of exposure within the target market.

Cornell Plantations will use the Facebook page as the main checkpoint for consumers. The other forms of social media utilized within the plan will be linked to the Facebook page, allowing users to see who is at the Plantations, what is currently goin on there, along with upcoming events, and any tips the gardeners have for visitors.

The main featuresof the Facebook page will be pictures that are constantly being uploaded by visitors and staff. To go along with this, there will be a competition starting at the end of April and end in the beginning of June, when the flowers are beginning to come into full bloom. Visitors will upload their pictures taken from the Plantations onto the Cornell Plantations Facebook page, and from there, people will vote on their favorite picture by using the “Like” button. After two weeks of competition, the winner will be determined. This lucky person will then receive a prize from the Cornell Plantations giftshop (a t-shirt, mug, etc.)

Another promotional factor that will be implemented will be updates and tips from the gardeners themselves. They will give friends of the page tips on how to enhance their garden, along with ideas on how ideas to beautify. The gardeners will also give updates as to what is in bloom throughout the year as well.

Lastly, every week, the Facebook page will include a fun fact about either the Cornell Plantations themselves, garndening in general, or a fun activity that will be hosted in the near future. Again this will drive consumers to the page and get them interested in what is occurring at the Cornell Plantations.

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Twitter In order to make sure the social media plan is cohesive, many of the same updates will be used on Twitter that are on Facebook. For example, tips from the gardeners, fun weekly facts, and upcoming events will be updated to the Cornell Plantations new Twitter account. Along with the integration of Facebook features, TwitPics will be uploaded of the Cornell Plantations. To go along with the Facebook picture competition, the chosen winner will have their picture featured on the account, and will also be used as the profile picture for the month of July.

To make sure consumers know that both forms of social media are related, the same statuses, Tweets, and competitions will be utilized on both Facebook and Twitter (Twitter will occur in 140 characters or less).

Social Media Vehicles

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Social Media Vehicles

Foursquare Social media has slowly begun to be integrated into the mobile market. This occurred greatly due to the growing popularity of Smartphones. One category of mobile applications that is rapidly increasing is location-based applications, particularly Foursquare. Foursquare is a location-based platform that allows users to explore cities with greater ease, along with being able to exactly find where friends are, and for them to know of their exact location. The application uses the concept of “checking-in” via cell phone. While “checking-in”, consumers are able to obtain points, badges,mayorship, and even coupons.

As visitors come to the Cornell Plantations, they will be able to “check in”. Once a mayor has been dubbed by Foursquare, they will receive coupons for discounted coffee in the giftshop. This will entice visitors to continue to come back, and create a friendly competition.

The use of Foursquare will also allow Cornell Plantations to see who is frequently visiting, and where else they are visiting within the area. The implemation of Foursquare will allow for further dempgraphic research of their target market, and allow them to possibly expand their marketing efforts.

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Blogs In today’s society, consumer’s opinions and advice can lead to a shift in the market. For example, when a custoemr goes to visit a particular location, they frequently will go onto various websites and rate their experience. Another form of giving opinion is frequently done via blogs.

On a blog, the author can write about whenever is interesting to them. Cornell Plantations will utilize this form of communication in order to connect with those interested with gardening. Similar to the other forms of social media being useed: the use of of gardening tips, interesting facts, and upcoming events occurring at the Cornell Plantations. Also, stories, press releases, and articles will also be added to the blog to keep consumers updated on events ocurring there. Leads One particular section included on blogs, and blog entries themselves, are the comment boxes. Here, viewers can give feedback about the blogpost, as well as inserting personal stories related to the topic at hand.

Cornell Plantations will not only create a blog to discuss the Plantations, but also use a developing tactic called “leads”. With leads, companies can insert a comment onto a related blog. After a comment has been added, the company makes a statement about their home page, or blog, and invites other visitors to view the Cornell Plantations various websites. The use of leads will increase the flow of traffic to the various Conell Plantations websites.

Social Media Vehicles

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Creative Testing

In order to predict the effectiveness of the campaign, Cornell Plantations will distribute surveys to obtain feedback from the target audience and prospective consumers. The research tactics will help to determine the audience’s impressions of the brand, how they believe Cornell Plantations compares to its competitors, and what Cornell Plantation’s current positions in the market is. Through this, it will be determine the audience’s familiarity with the brand and better what their attitudes are towards the Cornell Plantations’ brand. These pre-tests will allow the Plantations to become more familiar with the audience’s purchasing behaviors and gain more insight into their priorities when deciding how to spend their free time. After presenting the campaign materials, Cornell Plantations will ask the participants if their opinions have changed about the brand and experience. They will also request feedback and suggestions about ways that the websites can be improved. These groups will also test the design and copy used in the campaign and will help determine if the use of social media is effective and memorable.

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Reach the Target Audience The Cornell Plantations’ target audience is made up of men and women who are between the ages of 19 and 35. Members of the target audience spend a substantial amount of time outdoors. Cornell Plantations plans to reach the audience predominantly through social media. Message Weight Because of the large geopraphic area that is being covered by the target audience, the message in the “Explore Happiness” campaign will be heavily dispersed throughout the Central New York area.

Continuity The campaign will utilize a continuous strategy that will run for the length of one year with a steady amount of Internet presence occurring throughout the year. It was decided that pre-summer months (May-June) and pre-fall (August-September) are the biggest times of the year when people are most likely to visit the Cornell Plantations and want to be outside.

Media Objectives and Media Strategies

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Bedia Objectives and Media Strategies

rand Activation Timeline andMarketing Recommendations

Brand Activation Timeline

Marketing Recommendations While it has been noticed that the Cornell Plantations brand has thus far established a well thought out and effective marketing plan, a list of marketing recommendations have been compiled which is believed to help expand awareness. One concern that is present is the locations of the gardens. In a highly competitive market, full of countless other entertainment destinations with similar products, one thing that could help Cornell Plantations stand out is year-round availability. Although all features of the Plantations are located outside, there are plant and flowers in bloom all year round, which is extremely unique.

Cornell Plantations could additionally benefit from moving predominantly to the social media market. Because Cornell Plantations is a hidden jewel within the Cornell campus, and the greater Ithaca area, making a presence on the Internet will greatly help them. Social media is greatly becoming the predominant way to market companies online, especially for consumer within the target audience. By marketing on the Internet, the market is constantly evolving, leading to future opportunities to expand.

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Benchmarking The primary goals for the campaign are to increase visitors at the Cornell Plantations and to generate awareness of their online presence. Monthly benchmarks will be established in each category in order to evaluate the achievement. Since it has been predicted that visits to the Cornell Plantations will spike pre- spring and pre-fall, Cornell Plantations plans to distribute higher percentages of online presence during those months. The unique “Explore Happiness” campaign will increase comprehension amongst the target market.

Evaluation

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Cvaluation reative Brief Background Cornell Plantations originally came to be back in 1875 when Sage College was constructed to house women at Cornell, and an arboretum of rare specimen trees and a conservatory for botany were integral parts of the early campus plan. Today, it is one of the only free public gardens in the United States that are open for visitors.

Marketing Problem Cornell Plantations competes with several other similar destinations within the Ithaca aea, along with the harsh climate it is located in. Due to the several popular destinations located in Ithaca, Cornell Plantations must compete to get consumer’s attention.

Marketing Solution In order to solve the Marketing problem it is essential to effectively and creatively promote Cornell Plantations as a place to enjoy the beauty of nature. Cornell Plantations will allow consumers to explore exactly what makes them happy.

Target Audience The primary target audience is composed of males and females between the ages of 19 and 35. These young adults are currently in school or starting the next chapter in their lives, by obtaining a steady job and starting a family. Cornell Plantations wants to communicate their ability to allow people to take a break from their busy lives and enjoy the outdoors. The secondary audience is composed of adults between the ages of 45 to 65. The secondary target market is especially important due to their willingness to take others, including children and parents, to partake in an activity that all can enjoy.

Big Idea “Explore Happiness” The slogan represents the opportunity available to visitors to explore their surroundings, and ultimately the things that make them happy. The Cornell Plantations brand provides the target with numerous opportunities to come and enjoy the many acres that are open to the public to explore.

Support The “Big Idea” is supported through the use of social media, including Facebook, Twitter, and Foursqaure accounts, along with the integrating of blogs and leads

Tone The marketing plan focuses on the importance of being connected with the company, along with being outdoors and making oneself happy. Mandatories There are no mandatories for the marketing campaign other than to create “buzz” on the social media aspects of the plan, along with “buzz” about the Cornell Plantations.