Case Study:

Plant California

The Challenge

The California Association of Nurseries and Garden Centers (CANGC) was awarded funding from United States Department of Agriculture in conjunction with the California Department of Food and Agriculture. The grant funding was to be used to launch a campaign that encouraged California consumers to “plant something” utilizing a local nursery or garden center that was a member of CANGC. The added challenge was making sure to convey a water-wise message of planting and landscaping, given California’s dire drought situation.

Plant California

The Results

AdFarm worked with CANGC to develop the campaign Plant California. The campaign focused on three areas:

  • Website development of www.plantcalifornia.com
  • Development of radio ads promoting the website in the geographic areas of San Diego, Los Angeles and Sacramento
  • Building a social media plan to promote the campaign initiative through Facebook, Twitter and Pinterest

The ongoing campaign has helped to educate thousands of Californians about gardening and landscaping, and in turn has helped increase visits and subsequent sales to nurseries and garden centers across the Golden State.