It's been said before, but I'll say it again - Conference 2011 was pivotal for the Association, its members and our industry.
In summary the AGM established:
Our Strategic plan sets us on a solid development path; I welcome your feedback and thoughts on our plans and how we might shape the environment we work in for the betterment of members.
A major component of the Consumer Promotions Plan is the launch of our new "consumer facing brand" - Go Gardening. What's new you might ask? Well, until now Go Gardening has been restricted to our consumer magazine with many other consumer facing activities and materials under the guise of Gardening New Zealand and NGIA.
Likely the public is confused, and Hotfoot, our chosen agency, viewed Go Gardening as an ideal consumer brand - it's descriptive of our consumer face, has existing positive market presence and is a clear and strong call to action. Hence from spring our entire consumer engagement will be under the auspices of "Go Gardening":
Everything kicks off during August with key dates being determined by spring's Go Gardening magazine (29 August) and an 8 week television campaign (25 September to 20 November).
There will be two TV ads - one being the above mentioned "Go Gardening" benefits and branding module, the second featuring a range of products from yet to be determined sponsors.
The magazine will work hard to support the TV campaign, and the TV ads will strongly advocate the magazine and the need to get into a Go Gardening store. Note the TV campaign spans both the spring and summer edition of the magazine so there's plenty of scope for enhanced consumer activity.
In a similar fashion, we've retained "Gardening New Zealand", given the branding a facelift (really more of a new face) and redefined its use to encompass our "industry face". We'll use it in our work with our members, government and other third parties.
We however remain "The New Zealand Nursery and Gardening Industry Association" and exist for the benefit of all members. While the initial major thrusts of our Strategic Plan appear "retail and consumer centric", developments around nursery best practice, member professionalism, training and skills, workshops and seminars are not far away.