University of South Florida St Petersburg

Shoua Thao Gwendella Washington Eder Villalba Hsuan Wang

2 December 2012
ATTN: Dr. Francis Tobienne, Jr.
Dr. John Hill
Auro Community Garden
4095 Broad Street
Brooksville, FL 34604
352- 238-9091
Dear Dr. Hill,
Thank you for the opportunity to propose our plan of initiating an educational supplement to the
sustainable plans your business has already embarked on. This plan will include a word-ofmouth (WOM) marketing campaign, a social media marketing campaign, and a print campaign.
The print campaign will consist of a flyer for direct advertisement around the community, as well
as online, along with a new brochure that can be passed out to members of the community. This
plan takes into account what you are already doing, but partners with you to help bring
sustainability and social equity to the community around you.
The educational supplement is being proposed at a start of 1 day per month during available
hours to run for approximately 3 hours at a time (depending on group size). This could be
increased and adjusted for popularity as the word spreads. The proposed plan includes 2 phases:
1. About 90 minutes to 2 hours for direct education for the community about sustainable
gardening, organic measures, conservation, and the seasonal fruits and vegetables that can
and are grown for the area using organic and water conserving approaches
About 30-45 minutes for a walkthrough of the garden to teach and explain to visitors
how the garden operates, the methods and processes used for growing, and how your
items differ from store bought goods. This is also a great time to show visitors
anything new and exciting the garden is doing (and promote photos for social media
inclusion!)
The remaining time is intended to be used for hands on activities in which visitors are
shown directly how they can get active and involved in the process, while learning
valuable tools and information. Our recommendation is to vary your course
offerings to stimulate continuous visitation and encourage membership by visitors!

2. 45 minutes to 1 hour for a healthy lunch or snack (your choice) made and prepared using the
ingredients obtainable right there in the garden
This not only allows visitors to taste the difference directly in comparison to store
bought items, but it also shows them the possibilities
This also allows for ample time to talk and explain the membership and community
opportunities and relationships the garden is attempting to cultivate throughout the
area
Based on the business model of membership and volunteerism, we recommend that
the educational course time count towards the monthly hours that are included in the
membership agreement for the household that attends. This is a great perk that shows
visitors how easy their commitment can be met, and how rewarding this new
relationship can be for everyone!
The Social Media & Marketing campaign includes two important physical elements, a flyer and
a brochure, both of which will be created on eco-friendly paper to foster the continuation of
sustainability in all aspects of your business
1. The Flyer has been designed and saved on technology so that it can also be uploaded
to your social media accounts as well. It also includes tear off strips with your name,
phone number and email for physical location postings.
2. The Brochure has been designed with a template for ease of updates and adjustments.
It includes comprehensive information about the garden, the educational program and
membership opportunities. It also includes all contact information and hours of
operation for your convenience.
The purpose of this inclusion is to help spread the idea of sustainability throughout the
community, while also bringing traffic and awareness to the garden. The hope is to start the
spread of social equity and awareness in the community, while also benefiting the garden by
fostering new relationships and memberships. Additionally, by opening up a new online and
social media marketing strategy, we can work together to help increase awareness and
acceptance of a better sustainable future for everyone. And by providing new and detailed
brochures discussing all of these benefits and possibilities, people will be inclined to make this
progressive lifestyle change and as you say, Come grow with us!
Regards,
The Enviro-Bulls Team
USF St. Pete

Social Media Services Proposal for:

Auro Community Garden

The Enviro-bulls team is pleased to provide the Auro Community Garden with the following social
media proposal. The intent of the proposal is to deliver a complete social media and integrated
marketing solution designed to improve membership results as well as community loyalty and
engagement.
The Enviro-bulls team will provide social media consulting and execution services in the following
areas:
1) General Analysis and Social Marketing Integration Consulting
2) Social Media Strategy Development and Execution
3) Daily Social Media Management Services
General Strategy and Social Marketing Integration Consulting
Proper integration of all aspects of marketing and messaging with clear objectives, target
audience and flow are essential for optimal performance within social media marketing.
Currently, few individual components are in place leaving a significant opportunity for unified
and consistent messaging, as well as the need for significant upgrades in digital marketing
norms, resulting in the opportunity to connect and engage with the community.
The Enviro-bulls team will provide strategy, development, consulting and execution to bring all
aspects of social media and traditional marketing efforts into alignment with unified goals and
purpose.

Social Media Strategy and Execution

The proper and effective use of Social Media is to build community, conversation, and
relationships with your audience. There are significant opportunities for the Auro Community
Garden to achieve gains within this medium. Currently, Auro Community Garden is missing most
social components, thereby forfeiting opportunities to engage with clients, prospects and fans.
Furthermore, there are significant opportunities to optimize existing marketing and branding
efforts to leverage the social components to attract additional prospects, customers and
memberships.
Through consulting, strategy and executing in cooperation with the Auro Community Garden,
the Enviro-bulls team will direct the proper implementation of Social Media channels that will
further build the brand, loyal customer base and community, without requiring too much
extensive and unnecessary work. We want this to be a successful strategy that is easy to
implement and maintain. And the most important goal, is to get the community buzzing with all
of the amazing opportunities the garden can offer the entire community. Some of the activities
that will be included in the program are:
1) General Social Media Strategy and Social Integrated Marketing consulting.
2) Formal Analysis of current marketing deployment, Social strategy development and
integration.
3) Social Media Account creation, management and daily responsibility, including
Facebook, Instagram, Linkedin, and YouTube.

4) Redesign of current website to help connect and attract more attention throughout the
community by ensuring information is uniform and accessible for everyone
5) Facebook page design and implementation.
6) Linkedin page design and implementation.
7) Instagram page implementation and maintenance.
8) Development and execution of a social content strategy.
9) Management of daily & weekly postings We will be posting 1-3 times per day
10) Cross channel flow consulting from all media sites including website, Facebook,
Instagram, etc.
11) General text, photo, video, and other posts to Social Media umbrella sites.
12) General compilation and coordination of client news, events, community involvement
postings within Social Media umbrella sites.
13) Social Media cross pollination and marketing integration plan and execution, ensuring all
client channels are integrated and draw on one another toward social media.
14) Responding and engaging with fans and followers to build relationships.
When redesigning the social media content surrounding the Auro Community Garden, we will
take precautions to assure the implementations set will help achieve the growth of popularity
that your business deserves. Some of the ideas that we think you would benefit from are:

Daily tips for gardening posted on the website with a link to more
information, along with integrating this concept into the social media sites,
as well. In the future, this could even be expanded into a blog style article
area, where community members can acquire important information
about gardening, while also being able to get advice and ask questions.
Tips and tricks for maintaining and starting a garden on YouTube.
Regular updates regarding planting, schedules, growth, and the outcome
Pictures throughout the process to keep people interested and involved in
the process
Recipes with pictures from the dishes that are created from the gardens
yield, along with the ability for members to post their creations also
Pictures and videos from events being hosted at the garden for the
community

Client Involvement:
The Enviro-bulls team cannot be on the premises daily, or know all of information that is going on
within the company that is new, interesting or relevant to post within the clients social graph.
Therefore, we recommend you coordinate a point of contact that can:
1) Email the Enviro-bulls team with this information as soon as possible.
2) Email photos and videos of specific events, etc.
3) Encourage members and visitors to post their experiences and events, and contact us to
coordinate maintenance of postings
Sincere Regards,

The Enviro-Bulls Team

USF St. Pete

Auro Community Garden

Come Grow with Us! At our Free Educational Program
Come join us for an Educational Adventure in
Sustainable Living and Community Cooperation
2 hour HANDS-ON garden excursion and education
o Learn about growing without dangerous chemicals
o Walkthrough our 6 acres of organic produce
o SEE the nutritional difference of healthy living
o Become part of a greener future
o Get hands-on training and personalized information from the

experts!

Personally grown and prepared lunch using ingredients grown

right on site!
o TASTE the difference and experience new flavors
o Experience the garden to table lifestyle directly

Learn about the possibilities and benefits of membership!

Aurocommunitygarden.org
4095 Broad Street
Call Us! 352-238-9091
Community Share

Education

Membership Opportunities
Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org

Auro Community Garden

4095 Broad Street

352-238-9091

Aurocommunitygarden.org