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Perhaps the most challenging obstacle in life is navigating the changes that occur naturally with growing older. Throughout every age, we are simultaneously looking excitedly towards our bright futures while longing nostalgically for the past. Reaching big milestones in life is a constant reminder of both how far we’ve come, and how far we have left to go. Paralleling the plants and nature around us, humans must be willing to embrace life’s changing seasons— for without these changes we would have no opportunity to grow. With a strong foundation, tender love and care, and an appreciation and understanding of the world around us, we will feel comfort and courage as we take on the future. If we always remember that with the end of each chapter comes a new beginning and a new opportunity for growth, we will emerge from even the coldest of seasons, stronger and more beautiful than we were before the storm.

“... Can I handle the seasons of my life?”-Stevie Nicks

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Starting something new can be daunting. This is true in the context of starting significant new journeys in life, but equally applies in starting smaller projects. The gardening category is especially confusing because we are traditionally taught that “all we need is a rake and a hoe,” but in reality, there’s much more to it. A novice gardener could easily overlook the importance of plant food and the Miracle-Gro brand entirely.

There are many variables that can cause a gardening experience to fail, even when provided with top of the line gardening resources. No matter how much gardening experience someone has, uncontrollable factors like weather can overrule proper gardening technique. Our goal is to significantly minimize the opportunity for failure by guiding consumers through every step of the way. This will show consumers that Miracle-Gro is the only surefire way to successfully grow a beautiful, thriving plant, and that with Miracle-Gro, a plant can grow happily and healthily in any home or weather condition. This will resonate with consumers because they, too, are able to grow happily and healthily even through the gloomiest of life’s seasons.

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We started at the surface and kept digging deeper...

2. In-store Observations and Employee and Shopper Interviews

4. In Depth Millennial Interviews

1. Miracle-Gro Website, Simmons, and Mintel

3. 160 Surveys of Gardeners and Non-Gardeners

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We discovered that shopping for gardening can be just as overwhelming as gardening itself. Cleaning up the experience will make gardening enjoyable rather than frustrating. Because of the strong influence of life stages and current residences on consumers’ gardening behaviors we decided to divide our consumer into 3 smaller groups so that we could speak more directly to each. Factors such as independence levels and residence type helped us to segment Miracle-Gro’s larger target.

Say hello to your new sub-targets...

...and we found three seeds of truth.

A person’s

life st

age

influences their

motivatio

ns for

gardening

Gardening

is difficult to

understand

and easy to

screw up

Different types of residence

introduce new barriers to gardening

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Nomads are defined by their transition into independence as they move out of their parents homes into college dorms and apartments. However, they still don’t consider their new living spaces “home”. This is because their current rented residences are not their permanent residences and they’re accustomed to moving around. They’re on a tight budget, and they’re living in small spaces with roommates in metro areas.

This target is always busy, and when they do manage to find some downtime they prefer to spend it passively. Despite their laziness and impatience (thanks, Internet), they do care about fitness and enjoy spending time outdoors whenever they get a chance. While many of the hobbies they enjoyed as kids have taken a backseat to their other priorities, they still have a love of music and use apps like Spotify and concerts as a way to both express their individuality and build a sense of community. They’re also interested in volunteering and attending cultural events, and they “semi-care” about the environment. Additionally, it’s no surprise that they’re glued to their screens--and they don’t see much of a problem with that.

When it comes to gardening, Nomads don’t feel that it’s the right time to start due to the fact that they don’t have lawns and don’t see their current living spaces as their permanent homes. They would consider outdoor gardening when they have a home and a family. While not interested in “indoor gardens”, they’re open to the idea of “indoor potted plants” as long as they’re not messy or high maintenance. They’re more likely to buy a pre-grown plant than start growing one from scratch. They’re hesitant to grow their own fruits or vegetables because they’re concerned about how safe it would be to eat them.

Nomads

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They do not see gardening as a possibility in their current living situations

Demonstrate to this group to show that there are ways to garden no matter the living arrangement

Nomads who are likely to live in small, urban, temporary rented spaces

Nomads use decorations to make their temporary living spaces feel like home

Miracle-Gro can make a house/apartment a home

Miracle-Gro can breathe life into a living space and make it feel like home

Problem:

Solution:

Target:

Target Insight:

Position:

Big Idea:

“Decorations bring everything together

and make it feel more like home.”

“[What’s] an indoor garden? I could see myself with a potted plant, maybe.”

“I like to be surrounded by good vibes.”

“I like the feeling of outdoors,

but spend most of my time inside.”

“I like discovering things

that no one else has.”

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Providers are defined by their transition into parenthood and homeownership. They have children under the age of 12 and have just moved into a new suburban home. “Life hacks” and time-saving shortcuts are appealing to this group since they are always busy and have sparse leisure time.

This target is optimistic and likes to envision a better tomorrow. They have aspirations to get to the top in their careers--possibly starting their own businesses one day--and are always looking for ways to improve their homes. Providers are incredibly selfless: they always put their families before themselves and make sacrifices in order to give their children all the best in life, including the best education. This group also wants the best when it comes to shopping and their savvy shopper skills allow them to achieve this. They know that there are always ways to get things for less money and often turn to the internet to make sure they’re getting the best deals. Even though they’re money-conscious, the source of food products is more important than price when grocery shopping for their families.

They try to get in as much quality family time as possible, which can difficult for Providers who are single parents living in separate homes. Typical activities for this group include baking, cooking, painting and drawing, barbecuing, playing board games or card games, go-carting, and visiting beaches, lakes, state fairs, aquariums, museums, and zoos… but not gardening.

Providers

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Providers do not see the value gardening provides, to them it is more of a chore

Introduce gardening as an enjoyable and educational family activity, not a chore

Providers who are starting a new stage of life by starting a new family, possibly in a new home

Their needs take the backseat and they make every sacrifice necessary to give their children the best in life

Miracle-Gro will provide you with an educational, fun, and memorable experience to share with your child

Give your child the best with Miracle-Gro

Problem:

Solution:

Target:

Target Insight:

Position:

Big Idea:

“I want to provide my children

with things I did not have as a child.”

“I never buy something without making

sure I am getting the best deal.”

“I am concerned about my child

getting the best education.”“Because of my busy lifestyle, I don’t take as good care of myself as I should.”

“I have enough chores, I do not need

to add gardening to the list.”

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Appreciators are mature families or singles who are experiencing emotional changes as they approach their “third act.” Similar to Providers, this group is selfless and nurturing. While Appreciators are proud of their families and happy to see the fruits of their labor, it can also be a sad and lonely time for this target as their children leave the nest. As this group becomes less depended on, they may join clubs or organizations in order to feel valued.

This group also experiences changes in job status and living situations. Appreciators are nearing retirement age, which means they’ll have more money and leisure time to spend on new activities. They might be moving into new homes and are likely to make major home improvements. As this target ages, they are forced to leave some loved ones behind, but could soon be welcoming new grandchildren into the world. With old age comes health issues such as arthritis which can make certain tasks and activities more difficult. All of these changes have Appreciators reflecting on the past and anxious for the future.

With the understanding that time flies, this group is looking to splurge on big ticket items and really value their time. Convincing them to learn something new requires a direct purpose. Planning things ahead of time can soothe their worries. Appreciators are the traditional gardening target. They own land to garden, but no matter how much experience they have with gardening, they’re hesitant to call themselves “experts.”

Appreciators

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Appreciators have new obstacles to gardening as they get older

Remind them of the benefits of gardening

Appreciators who are starting their new stage of life (‘third act’)

This stage of life is full of changes and very emotional

Miracle-Gro provides comfort and stability during changing times

Let us take care of you

Problem:

Solution:

Target:

Target Insight:

Position:

Big Idea:

“I am so proud that my daughter got a

job, but I wish it were closer to home.”

“Arthritis runs in my family and I now have

lower back pain.”

“I hope my kids will care for me, like I did for them.”

“It is sad that there are empty

chairs at our family dinner table.”

“I would like to travel

while I still can.”

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So what do nomads, providers, and appreciators all have in common? They’re all embarking on new journeys and adding a new chapter to their books--the only difference is what this new chapter is for each of them. They’re all experiencing change, which as Stevie Nicks taught us, can be really intimidating once you’ve shaped your life around something and grown comfortable where you are. But have no fear! Miracle-Gro is here to remind each of these sub-targets of the great things that come along with big life changes and offer nature as a form of comfort in otherwise frightening times. And of course, encourage them all to grow bolder, bigger, and brighter from these changes.

The big idea

Life grows on.

We decided to use this idea that life grows on as an overarching theme that can attach itself to different life events in order to speak to each of our sub-targets, despite their differences.

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Stimulus: The spark that draws attention to a product, typically an ad. While Appreciators and Providers may be more familiar with the Miracle-Gro brand, Nomads are less likely to know anything about it.

Zero Moment of Truth: The research stage where users read reviews, seek out coupons, and comparison shop. When people go to look up information about Miracle-Gro, they typically perform a Google search. This search likely takes them to the Miracle-Gro website or Amazon. This is great because the website is well-done and loaded with information, and Amazon could easily lead to purchase. However, these sites are not the best place to inspire and educate potential customers. They need something perfect— full of inspiration that is explained in helpful terms that really make sense and are free of negative customer reviews.

First Moment of Truth: The in-store experience. There is currently a huge issue with the way Miracle-Gro products are being sold in store. The gardening aisle on its own is really confusing, and even if consumers decide on Miracle-Gro, there are so many products within the brand that it’s really easy to feel overwhelmed or pick the wrong product. So we decided to make this process as simple as possible.

Second Moment of Truth: The product experience at home. One of the issues with Miracle-Gro is that consumers must follow the directions in order for it to work properly. Nomads are particularly impatient and lazy, so they prefer to wing it instead of reading directions.

In order to address these, we have strategized our media use and delegatedour messaging to specifically target each moment of truth.

The journey

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Hulu/Youtube  42%  

TV  38%  

Spo4fy  Audio  8%  

Billboard/Subway/Bus  

Stop  7%  

Spo4fy  Display  5%   The media spending on both traditional and digital media (with the

exception of Spotify) will be broken down across the United States, and while the messages conveyed will be the same, the time of year that the messages will be displayed will differ by region. The unifying campaign factor, the Miracle-Gro sponsored Spotify playlist, will play in all regions starting in early spring and continue through late summer. The time of year in which to target each region is based on the ideal gardening climate. To efficiently and effectively get the most reach, the campaign will run full year— but will target different sections of the country at different times. This allows for concentrated awareness in a region when the climate is most apt for successful gardening.

The campaign will focus primarily on the Nomad demographic, a target that Miracle-Gro has yet to tap. We believe that in order to achieve the goals that Miracle-Gro has, the entire budget should be delegated to Nomads. Our hope is that once the success of the campaign is evident, more money can be allocated to begin the Provider and Appreciator campaigns.

The campaign will reach 60% of our target 5 + times.

We will build a relationship with Nomads prominently by creating a digital presence in their lives. Digital media will be purchased for YouTube and Hulu. Social media sites such as Facebook, Twitter, and Pinterest also receive high indexes among Nomads, however, the social media presence of Miracle-Gro is already being well received by the target and does not call for additional allocation of funding. Traditional media segments such as outdoor and TV will also be utilized throughout this campaign to reinforce the messages that will be pushed digitally.

One of the primary components of the campaign will be our acknowledgement of Nomads’ love of music, which will be accomplished through (1) a promoted playlist on Spotify, and (2) an “OOH” presence at the popular music festival Coachella.

Planting seeds

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To measure the success of the campaign, surveys will be administered before and after distribution. Questions regarding their feelings on Miracle-Gro would include: How do you feel about Miracle-Gro? What adjectives do you associate with Miracle-Gro? And what effect does gardening with Miracle-Gro have on you and your family? These questions will measure the understanding of the messaging. Additionally, app downloads and online interaction will be monitored and analyzed to determine its success.

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Nomads are reluctant to invest in decorating temporary homes. This is because they don’t want to build their entire lives in a space, only to have it all uprooted in a few years. Our goal with this group is to encourage them to plant their roots in a new stage of life and show them that a plant can make a stuffy, unfamiliar apartment feel more comfortable and homey. In addition, we wanted to acknowledge their mixed emotions of nerves and excitement and provide them with comforting words about how great this new independent stage will be. They just need a little reminder that changes bring growth.

“Time makes you bolder...”

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We have decided to place these ads in spaces that Nomads will run into them everyday, rather than in print magazines, where they just flip past the advertisements. Bus stops and subway stations are places where they will spend a lot of time, traveling to and from work. Large buildings with plain sides provide a perfect space for Miracle-Gro to show how to bring beauty to something to plain and boring.

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This ad will tug on the heartstrings of Providers. The thought of their child growing up is both sad and scary. Every moment these parents have with their child is precious, as they are limited. Making memories and teaching lessons are more important than many other aspects of their daily lives. The goal of this is to communicate that before you know it, your child will be leaving soon— but you can be confident that you have given them the best.

“...children get older...”

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The goal of this ad is to allow Appreciators to celebrate their accomplishments, reflect on their past, and encourage them to look forward to the opportunities ahead. It is an inspirational piece, convincing Appreciators that they have so much to still be excited about.

“...and I’m getting older, too.”-Stevie Nicks

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Nomads love music, but they also hate paying for it. Cue Spotify. We will position Miracle-Gro as a feel-good brand that can help them achieve that good-vibe aura they crave. Nothing sets a positive mood better than an awesome playlist. We’ll be curating and promoting our own “good vibes” playlist from April to August (festival season), with an added engagement factor of allowing consumers to request songs to add to the playlist via Twitter. Promotion will take place through banner ads and sponsored 30-minute ad free sessions.

Good vibes...

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Expanding on the idea of music, we want to introduce ourselves to the young Nomad target at the trendiest music event of the year: Coachella. This music festival is ridden with plastic or paper flower crowns. But Miracle-Gro will give this crowd a chance to make their own flower crowns out of real flowers in a pop-up flower pot tent. There will be no branding from the outside, so festival goers will be intrigued and have to stop inside to see what’s going on. There they will be encouraged to use social media to share their creations.

...and flower crowns.

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This video spot shows a woman transitioning through different stages in her life, representing each of our three sub-targets. At every stage, she is placing a growing plant next to pictures of the important stages in her life. You will see the parallel between her growing life and the growing plant. When moving into her first apartment in the Nomad stage, she places a picture of her family at graduation with her brand new seedling. Next, you see her watching her kids through the window, now a Provider. She places the same picture, along with a picture of her new family, and the plant, which has clearly grown, on the windowsill. Lastly, you will see her as an Appreciator, placing the flowering plant along with a new picture of her new stage in life. She learns that as she grows, things grow with her. Wherever she goes, life grows on.

Wherever you go, life grows on.

Encourage them...

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...to get their hands dirty.Our recommendation is that Miracle-Gro buy out the app that it currently sponsors— Sprout It. Sprout It provides everyone with the tools they need to learn how to grow anything. It does so in a fun, interactive way that would be easy to learn from and spark creativity. However, there are a few aspects that should be changed in order to create the best experience. All Miracle-Gro products, advertising, and social media will promote the use of this app for inspiration, planning, and gardening.

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Plant seeds in their minds...One of the best places to reach Nomads is when they are already in a store where Miracle-Gro is sold. Overhead hanging signs allow them to not only know where the Miracle-Gro section is, but also provides them with reassurance that Miracle-Gro will walk them through every step of the way.

Placing floor graphics in aisles that Nomads are thinking about their homes (like home decor and paint aisles) are great ways to intrigue them about a new way to brighten up their home. A trail of flower petals leading to the Miracle-Gro section will entice them to discover where the path goes, and the copy will spark their curiosity about the possibilities ahead.

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We would like Miracle-Gro to completely own the gardening category, but there is something missing—seeds. Miracle-Gro can create a color coding seeding system to indicate difficulty levels of each plant. This will help clear up confusion about what is best to start with depending on experience. The best part is— it’s resealable! Resealable seed packets will be innovative to the industry: no more taping up extra seeds and hoping they don’t spill.

...and the ground.

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As discussed, confusion of the Miracle-Gro product line can deter Nomads from trying the products. To combat this, we have created starter packs that give the consumer everything they could need in one box— other than care and sunshine that is! The starter packs would be created for various plants, but the example shown is for tomatoes. The pack includes potting soil, seeds, plant food, cardboard pots, a planter, watering can, and tomato stakes. Basic instructions are included on the box, with a detailed packet included inside.

Starting fresh...

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Should the consumer decide they want to grow something that does not have a starter pack, they can use the Sprout It Personal Shopper iPad display to make sure they have everything they need. The app will ask them a series of questions to determine where and how they are planning on gardening, and helps them choose the right products for their specific needs. The app takes into account location, space, time commitments, and other factors to make sure that the process is completely customized to the consumer. The below image shows how all of our in-store items will work together to create a seamless, enjoyable experience.

...is their choice.

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Following directions...Miracle-Gro needs to eliminate any chances for failure during the SMOT process. As we know, this product really works amazingly, if used as directed. So for all those lazy and impatient nomads out there, we simplified the instructions on the seed packets with easy to read, visual instructions for caring for their new plant. Our starter kits do the same. We think this should be sufficient, but we weren’t going to take our chances! Both products will reference the Sprout It app for additional help, including video demonstrations and calendar reminders.

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After acquiring the Sprout It app, there are many bugs that need to be fixed. Sprout It currently has a rating of only 2 stars. This is not because the app is not useful, but because there are many technical issues that do not allow for an enjoyable experience. There are many complaints involving app crashes, not being allowed to create an account, and even the app being upside down. On top of that, there are testimonies that the calendar function does not work or sync correctly for reminders. Fixing these issues will allow for a seamless experience.

...and taking them.

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Stimuli: Help the target enter the lawn and garden category by: • connecting with them in their natural habitat: on television and mobile—this will give Miracle-Gro a chance to show Nomads how gardening with Miracle-Gro can fit into their lives even if they’re not gardening outdoors • placing ads in outdoor spaces that they will constantly pass by • disrupting their lives with engaging guerrilla executions that will resonate, such as our Coachella event • driving action, not just awareness, by constantly referring to the Sprout It app

ZMOT: Inspire purchase consideration by: • purchasing Sprout It and optimizing it to include a better interface and a wider selection of products • utilizing Twitter, Facebook and Pinterest presence to inspire viewers to get in the store and purchase (Miracle-Gro currently has a great social media presence)

FMOT: Make the gardening aisle easier to navigate: • implementing iPad and in-store displays will allow the target to figure out exactly which products they need • color coding seed packets to indicate difficulty levels so that beginners know which plants they should grow • offering a “starter pack” that includes everything a beginning gardener needs to get their hands dirty with their first potted plant

SMOT: Create a great experience by: • making the directions as simple and effortless as possible so that it involves minimal time and effort • including a video demonstration in the app in addition to the instructions on the packaging • giving users the option of taking daily pictures of their gardens in the app, to be pieced together as a stop motion video once the plants are fully grown

Even after the landslide...

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We’ve outlined ideas that could speak more directly to individual groups as well as connect them all, but with a $5 million budget were only able to develop executional ideas for our Nomads. In the future we plan to expand this campaign by adding more tailored executions for our Providers and Appreciators, as well. For example we would be interested sponsoring educational programs in schools in order to excite children about gardening so that they’ll ask their parents about starting a garden together. We would love to honor the Appreciators with a Miracle-Gro lifetime achievement award for their selfless nurturing spirit, both in raising a family and contributing to a greener earth, throughout all their lives. We also want to strengthen Miracle-Gro at the ZMOT by adding paid search during the shoppers’ research period. With more resources we know this campaign will go far.

Let’s write the next chapter of Miracle-Gro’s story together. Through the changes and constants, through the rain and shine, through the mountains and valleys, we ask you to take this journey with us, see your reflection, and let the landslide bring you down to earth. . . and always remember that life grows on.

...life grows on.

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