Team IHolly Burns

Becky DuignanTovah Feinberg

Avivit FisherJo Glenny

Urban Farm

Design ManualDesign Management Proposal

February 2010

Jinwoo KimNattapon KlinsuwanEmiko McCoyLior OzerSapna ShahBrian Tenorio

Table of ContentsSection I .... Design p. 4

Section II ... Services p. 12

Section III .. Marketing p. 26

Section IV . References p. 39

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Section I: Design

BriefIn response to a formal request from Tanya Fields of the BLK

ProjeK, this design proposal offers Libertad Urban Farm various

ways of obtaining planters that will be transportable and easily

deconstructed if necessary. The New York City Department

of Parks & Recreation has existing plans for the BLK ProjeK’s

desired farming space located in the South Bronx, therefore

the right to construct Libertad Urban Farm has been previously

denied. In efforts to reverse this decision, the help of Pratt Design

Management students has been sought out and the team’s

creativity has resulted in an inexpensive design that offers

versatility, durability, and ease of use.

SolutionThe transportable planting unit has been designed so that it can

be constructed from a handful of easily obtainable, inexpensive

materials. These include polyethylene or metal pallets, traditionally

used in warehouse storage and to carry airline cargo, natural

woven burlap or hessian landscaping fabric, and wooden

planks. The reasons for each of these choices are listed below,

with images and details. In the case that Libertad Urban Farm

needs to relocate due to pressure from the New York City

Department of Parks & Recreation, these planters can be

moved in a number of ways. Either driven or manual forklifts

can be utilized, as well as metal pallet casters or groups of

community members working together.

Available Transportable Planting Units:

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Proposed zoning plan >>>

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• Natural Woven Burlap/Hessian Landscaping Fabric

BASE MATERIAL OF RAISED PLANTER

- Is a rapidly renewable material that is completely from

vegetable fibers

- Grown in wet climates, therefore is resistant to moisture

penetration and has a natural weatherproof quality (Manal,

2010)

- Is incredibly durable, yet allows air and water movement

throughout the soil, helps control soil temperatures, and

allows roots to growth through the textile weaving (Amigoni

Vineyards, n.d.)

- Has traditional garden uses including application to the

base of raised plant beds (Vanveen, 2010)

- Deteriorated naturally over a span of 6 months to 1 year, to

be replaced when growing seasons change and new crops

are planted

Section I: Design

Material Information: Proposed Materials

• FDA Approved 100% Recyclable Polyethylene Cargo Pallets,

PLATFORM OF RAISED PLANTER

- The most popular, widely used plastic found in everyday

items such as shampoo bottles, grocery bags, and

children’s toys, and plant pots (Macrogalleria, 2005)

- Key characteristics include toughness, abrasion and

impact resistance, and near-zero moisture absorption

(San Diego Plastics, Inc., n.d.)

- Each pallet can hold an approximate 2000 lbs. of weight

- Many manufacturers offer the pallets made with up to 40%

post-industrial content

• Pallets Caster(s) TRANSPORT FOR RAISED PLANTER

- Made from durable, lightweight hot-rolled steel

- Can hold up to 5,000 lbs. of weight, could carry stacked

pallets or planted beds.

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Costs

Recyceled Plastic pallet, Nestable1. Recycled Plastic Pallet2. Static Load Capacity 7000 Lb3. 48”x40”x6”4. HDPE Structural Foam Material$ 46.54

THERMOFORMED PLASTIC PALLET1. Patented design combines deck edge pleats and shock-wave ridges to prevent crack-ing and bulging on impact2. 9 oval legs - limit implact and help extend life3. Steam cleanable4. 48”x40”x6”5. floor capacity 6000$31.50

PRESSWOOD1. 60% lighter and less expen-sive than wooden pallets2. 100% recyclable3. Capacity LBS: 20004. 40”x48”x5 5/8”$ 11.50

Durable Plastic Drum Pallets1. Durable green polyethylene construction2. corrosion and weather resistant3. Holds four 55-gallon drums4. 3-5/8” x 10” fork clearance5. USDA/FDA approved6. 4000 lb capacity.7. 48”x48”x5 1/2”$ 184.00

Great Plains 6000 lb Ware-house Pallet Jack-27W x 47L inches Fork$499.98

Natural Woven Burlap/Hessian Landscaping Fabric

Vendor Resourceshttp://www.grainger.com/Grainger/pallets/containers/material-handling/ecatalog/N-9qe/No-0?op=search&sst=subsethttp://www.handtrucks.com/pallet-jacks/4567+1659.cfm?RNtt=pallet%20jackhttp://www.amigoni.com/mm5/merchant.mvc?Screen=CTGY&Store_Code=101&Category_Code=LFWhttp://www.thomasnet.com/products/cargo-pallets-56503006-1.html

• Wooden Clapboard or Planks

SIDING FOR RAISED PLANTER

o Salvaged wood supplies have oftentimes been finished for

their previous uses; therefore can offer moisture barriers,

extra durability, and aesthetic attributes

o Most wood planks or reclaimed planks will range from

4”-10” in width, and are an ample size for creating planting

containers or bordering pre-made raised beds.

(Wikipedia, 2010)

• Chain Link Fencing (existing) and Wooden or Metal Poles

TRELLIS FARMING

o For certain vegetables or fruits, such as cucumbers or

grapes, vertical-growing surfaces must be provided

o By utilizing existing resources already present on site, such

as perimeter fencing and salvaged sticks or poles, this

growing method can be harnessed for little or no cost.

Section I: Design

12 13

actions through hands on experiences, gained knowledge

and skills that will allow them to have a different attitude toward

the environmental and toward a better future.

• Regeneration

- Regeneration and Design: new design approach to restore,

renew and revitalize the source of energy and material

- Historic Environment: it includes landscapes, parks, historic

streets, areas and buildings and archaeological site and it

is important to understand the significant effect to the

changes of the places by regeneration of the history

- Natural Environment: improves the city’s physical and

natural environment with cleaner, safer and greener agenda

- Urban Design: it formulated with a focus on redevelopment

of existing communities instead of destruction of businesses,

demolition of priceless historic structures and relocation

of people.

ConservationThrough educational programs for conservation, people will be

connected with their local natural and cultural heritage. This

important learning environment will provide the community with

a deeper understanding of the place and the importance of

preservation. It is expected to build civic pride and affect how

the community makes decisions, reflecting community values

and priorities.

• Social mobilization and community development

- Raise the quality of life by using local resources and

applications from alternative and renewable technologies

Section II: Services (internal)

EducationBy offering various educational programs, youth and community

will learn about sustainable agriculture and nutrition through

outdoor experiential education and workshops.

Workshops/classes for youth and other community members

• Youth and Community members grow their own organic

products and learn about organic farming and fresh, local

food. Such as learning the difference between food chemistry

(organic/hormone free) vs. toxic/chemical base/hormone

Intensified foods

• Horticultural (learning how to grow healthy food within your

space) These workshops will utilize various networks of

experts in horticultural fields while local residents receive high

quality gardening education. Established programs such as

the Community gardening program (based on Cornell’s

program) and the American Horticultural Society can be

models to show how successful these workshops can

become and grow into.

• Sustainable Urban Agriculture—It promotes and encourages

the research, education, extension and outreach on the urban

farming by studying and applying from the social, environmental,

economic and ecological spectrums. The following list of

resources will not only be utilized for their educational features

but also can be utilized as a resource/partnership within the

community:

- Green Thumb: New York City Department of Parks and

Services

- New York State of Agriculture and Markets

- Bronx Green Middle School

- Cornell program

EnvironmentEnvironmental education enhances the public awareness

and knowledge of environmental issues. The public will learn

necessary skills from designing to thinking strategically on how

to live better lives while enhancing their own environment.

The participants will learn by taking responsibility for their

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• Landscaping, Preservation/Maintenance knowledge

Landscape Design, Construction, and Management are

important to the survival of a garden. From the materials that

are used to construct the garden, to how the elements will

affect the garden and the materials used, to the aftercare of

the garden each play an important role in the design and

maintenance of a garden. Each phase will have to be man

aged effectively and the participants in each phase should be

equipped with the “know-how”.

Section II: Services (internal)

Training (for the participants)Training courses offer basic organization information to establish

successful, self sustaining community gardens that focus on the

below points:

• Interpersonal/Social skills

Interpersonal skills play an important role in the success

between management and coworkers. Improving or even

gaining social skills within an organization can help to build

confidence, self-acceptance, and self-esteem. Having or

building these skills will help an individuals’ willingness to

serve and contribute to something larger. Some key factors

that this training will help develop or promote positive inter-

personal/social skills are:

- Be appreciative

- Practice active listening

- Resolve conflicts

- Communicate clearly

- Bring everyone together and onto the “same page”

(All Business/Interpersonal skills, 2010)

• Management and Job skills

Management and job skills are now being looked at as an

essential part of an organization. These training programs can

focus on “operational skills required to deliver the nonprofits’

services”. Management training and development can help

“emphasize the human, conceptual, and coordination skills

needed to effectively manage organizations” (All Business/

Management skills, 2010).

• Composting workshops

Composting workshops will teach composting techniques

to individuals within the organization. Composting is a way

to recycle organic materials such as leaves, grass clippings,

twigs, fruit and vegetable and turn them into a conditioner

planting soil. Composting helps to eliminate the quantity of

waste that goes into landfills turns organic materials into

valuable product for gardens. Compost is a benefit for

gardens and landscaping by eliminating the need to buy soil

conditioners, mulch and fertilizers (Recycleworks, 2010).

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Proposed PartnershipsUrban farms like Libertad have a unique opportunity to provide

community members with a special place to call their own.

These very community members are often business owners

in a position to contribute back to the community through

donations and partnerships. It is important to utilize these

resources and identify additional business relationships within

the community. Some of these partnerships were identified by

proximity to the park and other through previous contributions

to similar community garden.

• Bronx Green-Up (The New York Botanical Garden)

An excellent educational outreach resource provided by

the New York Botanical Garden for training, horticultural

instruction, and technical support for community gardens.

May need to be a member.

718.817.8026 / Compost Information: “Rotline”

718.817.8543 http://www.nybg.org/green_up/

• Van Nest Hardware & Paint Inc.

A local resource identified by proximity that could provide

the necessary tools needed to work the garden.

669 Morris Park Ave; Bronx, NY 10462;

(718) 829-2338

• The Home Depot

The Home Depot is known for contributing to local communities.

It offers Building Healthy Communities Grants through the

Home Depot Foundation. These grants support sustainable

communities and green infrastructures.

2560 Bruckner Boulevard, Bronx, NY 10465

(718) 828-1071

http://www.homedepotfoundation.org/index.php

• From Abandoned to Abundant

Abandoned to Abundant is the story of Bissell Gardens in

the Wakefield section of the Bronx. It is a 5-block area of

abandoned and neglected property reclaimed by the

Section II: Services (external)

Introduce Organization to the Public/CommunityActivities

• Start a blog or website to introduce/promote Organization

- Downloadable activities from the organization

- Show details of the specific garden, map of the space/

garden, and hours of operation

• Educational workshops

- These workshops can be internal or external of the

organization to show awareness. Workshops can include

building social skills, job management skills along with

composting and landscaping skills.

• Children’s programs

- Developing children’s programs within the organization

can help to “encourage children to make good food

choices, gain knowledge from experimental learning”,

and build a love of nature stimulate social interaction”

(Kids Gardening, 2010).

• Food Pantries/Banks

- The Atlanta Community Food Bank can be a model to use

in this organization. This Atlanta based food bank is a

community garden that not only feed the community but

also distributes some of their harvest to WIC (Women,

Infants, and Children) Nutrition program (WIC) Farmer’s

Markets. This market is also open to the public, which helps

to bring income to the community garden projects (Atlanta

Community Food Bank, 2010).

• Community building events i.e.: Block parties

- Block parties can be a good source of getting the commu-

nity together while introducing the community garden

awareness. Participants are able to get hands-on

experience and knowledge of what the garden can provide

to the community along with knowledge of the healthy

products being grown.

• Catering Services

- Once the garden has been established with product, another

source of distribution can be through catering services

within the community to businesses, schools, or personal

occasions.

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preservation and protection of lands as open and park

spaces. TLP works to protect and support community

gardens as well. Currently, it owns 69 community gardens

in the New York City area. It provides all the resources need

to ensure a healthy community garden.

New York State Office

666 Broadway, 9th Floor

New York, NY 10012

(212) 677-7171

http://www.tpl.org/

• Green Phoenix Permaculture

Green Phoenix is a non-profit public charity that specializes

in the facilitation of earth care utilizing a for-profit model with

the return of surplus back to the earth. It supports these ideas

though education, communication and skills building.

(718) 859-6495

http://green-phoenix.org/

• Green Thumb

This New York organization is the largest in the country that

assists urban gardens. It consists of 600 gardens and

thousands of members through out the New York area. Most

of these gardens were abandoned lots reclaimed by commu-

nity members. It is supported by the New York City Department

of Parks and Recreation. It is a robust resource for urban

gardens in New York sanctioned by the Parks Department.

49 Chambers Street, Room 1020

New York, New York, 10007

(212) 788-8070

http://www.greenthumbnyc.org/about.html

• Pepsi-Cola Bottling Company Of New York, Inc

Pepsico distribution center in the Brooklyn could be an ample

resource for container and other materials not yet realized for

use in the garden.

Avenue D, Brooklyn, NY 11236-1919

(718) 649-2401

Section II: Services (external)

community members. It has become a unifying space that

produces food for the community, food for local shelters,

food banks and propagates and donates trees to the parks

department. In 2002, Teresa LeCount was awarded Grand

Prize winner by The Gardner Supply Company, as garden

crusader for Bissell Gardens. Awards totaled $8,000 in

cash and products. An excellent resource for the urban

garden. http://www.bisselgardens.org/

The Gardener’s Supply Company

http://www.gardeners.com/

From+Abandoned+to+Abundant+in+the+Bronx/

5154,default,pg.html

• Mid Bronx Industrial Supply

Located at 1276 Bronx River Avenue between Colgate and

Evergreen Avenue is a local resource worth checking out.

The Mid Bronx Industrial Supply could offer tools, equipment

and supplies needed in the garden.

(718) 542-5355

• New York Parks and Recreation

One idea for producing revenue to support the garden is

providing a concession stand in the park. This concession

stand could sell fresh produce or local favorites foods made

with fresh ingredients from the garden. The Parks department

partners with vendors to provide either food or recreation ser

vices in parks. The concession can be as small as a push

cart up to grand dining facilities like Tavern on the Green. For

this park, a small concession stand with a few tables, chairs

and maybe an umbrella or 2 for the patrons to eat would

contribute to the community atmosphere and provide additional

touch points where neighbors get reacquainted.

(212) 360–1397 - Revenue Division

http://www.nycgovparks.org/sub_about/parks_divisions/con

cessions/concessions.html

• The Trust for Public Land

The Trust for Public Land (TLP) is a non-profit organization

that supports local communities in the identification,

20 21

Benefits for the Organization, the Participants and the CommunityWho benefits?

Anyone who chooses to participate in the garden will benefit.

It is the mission of Libertad Urban Farm to provide community

members access to healthy foods. By growing these foods in

a local environment, providing the community opportunities to

participate, all who come in contact with the garden will benefit.

How do people benefit?

Garden sites offer an environment that represent pride and

can be a positive focal point for the community. Studies have

indicated that exposing people to nature increases mental

health and psychological development (Davis, 2008).

• Additional deliverables for the organization, the participants,

and the community

- Improvement of air quality

- Bio-diversity in the community

- Well-being of the residents

- Education

- Community involvement

Proposed Management StructureStaffing Needs

The permanent management of Libertad Urban Farm will fall to

a select group of people. These people must have a common

goal, and that is to serve the community of Fox Street Park

and the Libertad Urban Farm to the best of their ability. These

permanent employees should embody the spirit of Libertad

Farm and the “can do” spirit of the community. It will be the

responsibility of these employees to cultivate and maintain the

garden for access.

Libertad Farms will need a bevy of people to support and

maintain the structure, programs and events scheduled of a

fully operational urban garden.

Section II: Services (external)

Pallet SupliersLocal pallet manufacturers can provide valuable resources for

used and discarded materials for use in the garden. These three

companies are located in Hunts Point.

• Yetish Pallets Inc. New and Used Pallet Manufacturing

and Recycled

443 Coster Street

Bronx, NY 10474-6814

(718) 893-2300

• Johnny’s Pallets

652 Longfellow Avenue

Bronx, NY 10474-6509

(718) 861-0969

• GBA Pallets Inc

1146 East 156th Street

Bronx, NY 10474-6227

(718) 860-1372

Cornell Program

22 23

Structure • Three types of structures

According to the University Florida Extension Service

the 3 main types of community garden structures are:

- Individual areas for personal use. “In the individual plot

approach, the garden is subdivided for personal use,

as in the “allotment” system common in the United

Kingdom. Individual plots can be chosen, randomly

selected, or assigned”

- Open, green space concept, everyone is responsible

for maintaining the whole space, with smaller sections

assigned to specific members. This set-up works best

when the garden is being used for demonstration and

educational purposes

- Entrepreneurial gardens where everyone shares in the

maintenance and profits (Worden, Hunsberger +

McLaughlin, 2009)

OperationsThere are multiple ways to organize the operation of the gar-

den. It is an assumption that this garden will be used to grow

vegetables.

• Write by-laws

The garden is an organization and requires the standard

structure in which to operate. The by-laws are there to

protect everyone and set standards by which the members

are held.

- Set guidelines for expected behaviors within the garden.

- Set expected hours of operation, collections of fees if apply.

- Make accessible to all

- Alcohol and drugs policy

• Gardner guidelines

Create a set of guidelines for all to follow to ensure the

garden operates properly. Make sure any assumptions are

addressed and discussed.

Anticipated staffing needs are:

• Full-time employees (paid)

- 2 full-time managers or overseers with horticultural

backgrounds

- 1 to 2 maintainers (depends upon the season)

- 1 part-time paid educator

• Volunteers (non-paid help)

- Volunteers to help the maintainers (pulling weeds, etc.)

- Volunteers for moving, planting and basic heavy garden

maintenance

- Volunteers for events

- 3-5 volunteer educators for workshops and educational

programs

- Volunteers from other organizations to work and teach in

the garden

- Identify 1 or 2 handymen as back up for maintenance,

if needed.

- Identify volunteers with vehicles for hauling compost

and tools

- If Libertad is to run a concession stand in the park, staffing

needs will be TBD

Section II: Services

2� 2�

- Discuss if pesticides will be allowed. If so, which ones?

- Are there consequences for unattended plots?

- Are there planting restrictions?

- Types of composting allowed in the garden

- Pets

- Violation of rules and guidelines, what happens when

they are violated?

- Garden during daylight hours

- Garden in pairs

• Create financial parameters

Finances parameters are extremely important. Make sure

there is a set of checks and balances for the people handling

the money and that no one person is responsible for all of

the financial transactions.

- Maintenance of structures

- Maintenance of water supply

- Supplies

- Tools

- Storage

• Fundraising expectations

Discuss the revenue streams and the utilization of the

revenue once it is captured.

- How will fundraising be conducted?

- Is sponsorships or partnerships included?

- Can fundraising be from something the garden produces?

• Legal Issues

Protect the members of the organization legally from harm.

- Are the employees covered?

- Are liability issues covered?

- Theft and vandalism reporting structure

- Photo permissions

- Create a map of plots, who has what

- Safety procedures

(Worden, Hunsberger + McLaughlin, 2009)

(McKelvey, 2010)

Section II: Services

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Corporate Donations

Potential corporate donors may include companies that have

goods, services, and/or objectives that align with the Blk

Projek. These may include large companies such as Target

and Lowe’s and also local businesses that seek to help the

community.

Individual Donations

Blk Project can reach out to individual donors throughout New

York City to help subsidize its costs. The organization could

acknowledge donors on an installation that lists contributors

in an aesthetically pleasing manner. Additionally, bi-annual

fundraisers marketed throughout the city could help to spread

awareness of its goals and efforts.

PromotionTo make the most optimal use of its financial resources, the

Blk Projek must utilize low cost methods of maximum impact.

It should undertake a two-part strategy to realize its objectives.

Part one of its promotions strategy is to advertise to local resi-

dents to increase their involvement with the farm. By involving

as many members of the community as possible, Blk Projek will

be able to generate buzz and excitement that will help it grow.

The second part is to market itself to potential donors in order

to generate revenue. These two parts while somewhat unified,

require distinct approaches in order to maximize return.

Part I: The local community

• Advertisements and marketing materials should be designed

with the bilingual audience in mind (Spanish and English).

They must be distinct graphically in order to attract local

residents. Additionally, instructions on how to take future

action should be easy to understand and undertake.

- Flyers

- Posters

- Small local papers (Bronx)- Build relationships with local

writers to obtain coverage of Blk Projek’s endeavors

- Social media groups

PriceThe goal of the urban farm is to be free to the public so that it

is accessible to all those responsible parties in the community

that want to be involved. The organization will be challenged

to generate enough income to purchase materials, equipment,

maintenance, labor, marketing, and events. Blk Projek must

seek funding from various sources in order to provide a diverse

base of revenue that protects itself from fluctuations in the

economy. These may include government grants, and both

corporate and individual donations. Blk Projek may also seek

donated goods and materials in addition to financial support.

Following are examples potential sources of income for the

Blk Projek.

Grants

Potential grants resources include federal and state agencies

as well private foundations.

• The Wallace Foundation’s Healthy Urban Food Enterprise

Development Center is accepting proposals for grants for

organizations trying to improve access to healthy and local

foods. Grants range from one to three years and can go up

to $100,000 (Wallace Center, 2010).

• Communities Creating Healthy Environments is looking for

organizations trying to improve access to healthy foods

and recreational space in communities of color. Prevention

of childhood obesity is also a goal of the initiative. 10

grants of up to $250,000 will be given (CCHE, 2010).

• The Community Food Projects Competitive Grants Pro-

gram is a federal program aimed at serving low-income

communities through innovative solutions that solve local

needs through innovative solutions. Awards can range be

tween $10,000 to $300,000 (USDA, 2009)

• The New York State Department of Agriculture and Markets

supports local farming efforts through grants to organizations

seeking to improve access to healthy foods in low-income

areas. In 2009, grants ranged between $5,000-$24,950

(New York Bounty, 2009)

Section III: Marketing

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Implementation Strategy 1. Multi-dimensional

One of the goals of the marketing strategy is to add

meaning to every phase and step in its implementation.

This is aligned with the project’s goals of infusing “love

and understanding” in its endeavors as emphasized by

this brief’s proposed tagline, “Good love needs good food.”

2. Multi-phase

a. The participation from individuals/organizations in this

marketing strategy will come in different predetermined

levels of involvement.

b. This will make it easier for these participants to commit

their efforts, time, and money based on their capacities.

c. There will be an evaluation after every phase to determine

the success points and details that can still be improved.

d. In terms of budgeting, the policy is “free things first”;

activities that can be done for free will be prioritized

before expenses are incurred in the production of

marketing materials. For example, a blog site will be

utilized first before magnets and buttons are made.

Logos that can be stamped onto different media/

papers will be chosen over stickers.

3. Multi-sensory

a. The implementation strategy will, as much as possible,

commit to a multi-sensory approach.

b. This means that in every contact point between the

collaterals/materials and its target audience will as

much as possible appeal to the different senses.

The organization’s blog will have videos and pictures.

The give-away refrigerator magnets will remind the

participant about good food every time s/he reaches

for the refrigerator door. The participants will be

equipped with “talking points” from the flyers they will

be receiving, in order for them to discuss and promote

the organization to their peers and friends during social

events.

- Blk Projek blog

• Post-participant success stories

• Blk Projek employees can go to local food banks, churches,

farmers markets and schools for impactful for word-of-

mouth advertising. They could hand out postcards or

similar literature for people to take home with them.

Additionally, signup sheets for events at the farm could

help secure participation on the spot.

• Special events bi-monthly could help to build excitement

and increase community involvement. Some ideas for

events include:

- Family and senior participation days

- Family picnics

- Cooking demonstrations

- Days highlighting a specific food product and its cooking

uses and nutritional benefits

Part II: Donors

• Advertisements and marketing materials should be bold

and well designed to distinguish itself in a crowded market

place. One strategy may be to provoke potential donors

with statistical information regarding the needs of Hunts

Point.

- Social media groups

- Blk Projek Blog

- New York City newspapers

- New York City blog writers

- Personal contact of individual donors known to make

contributions to similar organizations and causes

- Contacts made at urban agriculture events throughout

the city

- Semi-annual charitable events located both at the garden

and in the city.

Section III: Marketing

30 31

The Design Brief1. Objectives

a. To be the visual/look of the campaign as the Libertad

Urban Farm is launched

b. To increase awareness of the Libertad Urban Farm to

i. The community

ii. The participants/volunteers (existing and prospective)

iii. The local government units

iv. Donors and grant-giving bodies

c. To launch tagline: “Good Love needs Good Food” and

to relate that with Libertad Urban Farm (reason for logo

and tagline appearing together on launch collaterals)

2. Tone, Look, and Feel

a. Direct-to-point; visual, texts, and details are easy to

read, easy to understand

b. Warm and appealing

c. Easy to reproduce on different media (print, web,

photocopying, screen printing, etc)

d. Proposed design solution

i. For continuity, use existing Libertad Urban Farm logo,

specially that it was created recently, just last August 2009

ii. Add tagline to logo “Good Love needs Good Food”

iii. Develop different applications of logo across different

collaterals (see the list of recommended collaterals/

items on the following pages)

Production DetailsThe materials and collaterals are listed below in order of

importance and value for money/investment.

Section III: Marketing 1. Website/Blog

a. Cost: $ online time + manpower

b. Use existing and current interface: http://theblkprojek.wordpress.com

i. Specifically for participants and volunteers

c. Or create an alternative site for donors/grants

i. With content specifically created for donors and grant-giving bodies

ii. More formal content

iii. With images, testimonials, and features of success stories from

participants or from similar organizations to highlight a successful

track record

2. Presentation Kits for Donors/Sponsors/Grants

a. Cost: $ paper and printing (based on available office supplies)

b. Estimated cost per kit $ 35

i. Printing of several pages of information on quality paper

ii. Presentation folder

iii. Large envelope

iv. Business card

c. All collaterals are printed one color (green) to save on costs

d. Also, the one color logos can be printed on different media by

using a manual wet ink-stamp

Colored (web,

on-demand

low-volume prints)

Black and white

(for printing on

colored media)

Green and white

(for green ink

printing – ink

stamps, one color

printing on white

paper, etc.)

Logo Variations for Different Applications

32 33

Section III: Marketing

3. Flyers

a. Cost: $ 30 for 1000 quarter-page-sized flyers)

b. Recommended supplier: FedEx

c. Via their website https://printonline.fedex.com/

d. B&W printing

e. 4 prints / letter-sized page

f. Single-sided

g. Choice of colored paper

h. Includes cutting

i. Note: for brochures, cost is doubled depending on size of paper and

number of pages required. This cost quoted above is scalable up to

5,000 units. For a volume of more than 5,000 units (presenting

information that is not time-sensitive), it is advised that offset printing

be used instead for cost-effectiveness.

4. Community Board

a. Cost: (recycled material)

b. A painted recycled large wooden board may be used

c. Strategically positioned in an area in the community with

thick human traffic, visible to a lot of the community members

d. Size dependent on where the board will be posted. It can also

be posted in community areas, store shop windows, etc.

e. Information may be updated weekly via printed-out sheets

5. Refrigerator Magnets

a. Cost: $ 356 for 1000 pieces

b. Recommended supplier: NG Slater Buttons

(telephone +1 (800) 848-4621)

c. Product code: Magna-Tel (R) - ASI/68480 - Rectangle5

d. Dimensions: 1 5/8” x 2 1/2” (or similar dimensions)

e. Lead time: 7 working days

f. Material: 35 mil. - Flexible non-toxic magnet

g. Costing

i. Quantity Price

ii. 500 pcs $0.582 each

iii. 1000 pcs $0.356 each

iv. 1500 pcs $0.289 each

v. 2500 pcs $0.214 each

vi. 5000 pcs $0.160 each

vii.10000 pcs $0.129 each 6. Buttons

a. Cost: $ 100 for 125 buttons

b. Recommended supplier: NG Slater Buttons

c. Re: Robert Slater, President (Robert Slater, President )

Note: Mr.Slater will be ok with giving discounts for non-profit

organizations and socio-civic activities

d. Contact information

i. robertslater@ngslater.com

ii. 42 West 38th Street - Ste. 1002

iii. New York, NY 10018

iv. Tel: 212-768-9434

v. Fax: 212-869-7368

3� 3�

Section III: Marketing

7. T-shirts

a. Cost is $ 16.10/pc minimum of 5 shirts/order, various sizes/colors

b. Recommended supplier: Embroidery Zone

i. 2849 Middletown Road

ii. Phone: (718) 430-1100

iii. Fax: (718) 430-1103

iv. Email: EmbroideryZone@aol.com

v. Compare $16.10 cost of Embroidery Zone to $ 25 cost of

www.Zazzle.com

c. $ 16.10 cost is for 1 color printing

d. Artwork maximum size is 12 x 13.5 inches

e. Same rate for small logos on left chest

f. For 3 colors, cost is $ 43.68 minimum of 5 shirts/order

g. Shirts are 100% cotton

Product The product (community garden) needs to act as a powerful

tool in building a strong and positive community experience.

In order to create a sense of pride and achievement,

the product needs to provide community members with a

sense of purpose and motivate them to work together. The

community garden needs to provide for activities, projects,

and events that are always evolving and relevant to the needs

of the community. These must be tied in with a reward or

reimbursement program that compensates local members

for their efforts while building an entrepreneurial spirit amongst

them (for example: hourly stipends, cultivated produce,

education and training, etc.).

Physical PlantThe physical plant needs to provide for a space that will

encourage community building and empowerment. To

accomplish this there will be allocated areas for education

and training, recreation, and urban agriculture. In the space

that provides for education and training opportunities, the can

be a variety of workshops, vocational classes, and training lessons

pertaining to urban agriculture, pottery, healthy living, etc.

The objective of creating a recreational space is to allow

community members of different ages and backgrounds to

come together and interact with each other in a safe and

healthy environment. This will encourage dialogue amongst

the members and foster supportive relationships. In providing

for a place for exercise and physical activity, it will encourage

healthy habits and a sustainable lifestyle in the area. Lastly,

urban agriculture will give community members the opportunity

to cultivate fresh fruits and vegetables and gain entrepreneurial

skills and business know-how in the process.

ProcessThe process includes planning, execution and evaluation of

this concept. To begin with, The BLK Projek needs to build a

coalition/strong ties within the community as well as key play-

ers including governmental organizations, NGOs, local busi-

3� 3�

Section III: Marketing

nesses, etc. This team will have to start by outlining a clear

and concise plan of action with well-defined objectives,

actions, and measures of success within a timeline. To

create positive change in the community over a sustained

period of time, on-going leadership will be necessary to ensure

that the plans, actions and results are at par with expectations

and adapt and evolve as and when needed.

Action & Implementation Steps:• Hold a community meeting/event in the space

• Recruit local members who want to take an active role in

the project

• Form a coalition

• Outline a detailed plan with timeline and deliverables

• Meet weekly to check progress and implement changes

as required

People• Tanya Fields: Tanya is the point person directing the project.

She brings passion and energy to the organization and

feels a deep connection to the community. Although her

background is not in urban agriculture, her drive, strong

personality and connections with the community will allow

the project to succeed. She will advise the marketing team,

approve advertisements, and promote via word-of-mouth

efforts.

• Jaime Stein & Sustainable South Bronx (SSBX): Jaime is a

co-teacher of the Design Futures class at Pratt Institute.

Leveraging her environmental science background and

expertise in public health impacts of the built environment,

Jaime is a strong asset to the project. She works with the

Sustainable South Bronx and can partner with the community

to attract attention to the project and make community

members evangelists for the cause.

• Sami Nerenberg: A co-teacher of the Design Futures class

at Pratt Institute, Sami has a background in community

designing and environmental justice. Pairing this knowledge

with her commitment to social entrepreneurship, Sami can

be a huge advocate for the project and raise awareness

about it.

• Community Members: The people living in the Hunts Point

neighborhood and the surrounding regions of the South

Bronx stand to have the most to gain from this project.

Their participation is the one of the most critical elements

to ensure success.

• Pratt DM Students: The Class of 2010 is lending its design

management skills to the project. These 21 students come

from all around the world and bring with them a wide variety

of industries and talent, as well as a thorough understanding

of design management and an eye for strategic design.

• NY Parks & Recreation Department: Although at this time

Parks and Recreation is a barrier to the project, it would

ideally be a beneficial to partner.

• Schools: Working with local elementary, middle, and high

school students and faculty to spread the word will help

reach the adult members of their families. Forming relation-

ships with schools could also bring students into the learning

environment of the urban farm in partnership with

some of their classes.

• Local Businesses: There is an opportunity for local busi

nesses to partner with this project in a mutually beneficial

way. They will be approached as potential donors and to

place flyers and information regarding the initiative.

• Other communities: This project could become a role model

and template for other communities in similar need of such

a community-building effort and learning experience.

Networking with other local communities can increase

awareness about nutrition and the environment and bring

more participants to the urban farm.

3� 3�

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Section IV: References