THE RINARD ORCHID

GREENHOUSE

In Association with the Ball State

Immersive Learning Program

Executive Summary This marketing plan for the Rinard Orchid Greenhouse (ROGH) was completed over the 16 weeks of the Fall 2015 semester at Ball State Universi-ty. The project was completed by a group of 11 Ball State students from vari-ous majors and supervised by Dr. John Vann of the Miller College of Business Marketing Department. We hope that our analysis will help ROGH with future marketing-related discussions for the greenhouse. The plan includes the following key information: Company Analysis, Envi-ronmental Analysis, Consumer Analysis, Competitive Analysis, Analysis of ROGH strengths, weaknesses, opportunities, and threats, layout and discus-sion on target markets, recommendations to implement, and a detailed sum-mary of how to measure the success of the implementations. We suggest the following changes to be made in the ROGH: Change the sign in sheet to include email addresses and to ask if visitors would like to receive a newsletter, create a ROGH newsletter, add colorful takeaways to the visitors’ sign-in table, refer to the greenhouse Facebook and Instagram sites at the end of tours, post on social media sites in accordance with the recommenda-tions we have made in this plan, get an email address unique to the ROGH, and publicize the website with the new, simplistic URL.. We suggest that the ROGH get a Marketing/Public Relations student intern to help with the implementation of this plan. This student should be self-sufficient and be able to use this plan to help the greenhouse flourish. The student will help the greenhouse coordinator make the Rinard Orchid Green-house educational, beneficial, and overall great place to be for Ball State Stu-dents, Ball State Faculty, and the Muncie Community. Over the course of the semester we have chosen a few Target Markets for the ROGH. These are the consumers we expect the greenhouse will cater to. They consist of the following: Ball State Students, Ball State Faculty, Retir-ees in the Muncie Community, and Green Hobbyists. To target the Ball State Students we expect the greenhouse to make connections with other locations on campus to help with promotional activities. Connect with the Lucina Hall welcome desk and make sure they have bro-chures and know how to direct people to the greenhouse. In addition to Lucina Hall, fliers/promotions should be placed at Residence Halls, The Student Center, The Atrium, Woodworth Dining, and Noyer Dining. Use the new ROGH email to connect with students through their BSU emails. Post events on

social media as a reminder to the student crowd. Also get ROGH events on Ball State’s event calendar. All of these things should make the greenhouse better connected with students.

To target Ball State Faculty there are a few things we would like to sug-gest. First conduct a survey to determine the awareness level of the ROGH among faculty. Next, determine which departments can utilize the greenhouse for their classes and get in contact with the professors of those departments. Professors teaching Freshman are challenged to get the students involved and exploring campus. These students look to their professors for support. Our hope is that connecting with these professors will also lead to faculty volun-teers. To target Muncie Retirees, the greenhouse should get volunteers from the greenhouse with more experience with orchids to do a presentation at the Lifelong Learners group at the Alumni Center. Also, during the semester we conducted a docent survey. The information gathered and analyzed should be used to make changes to the docent program. To target Green Hobbyists look into getting a TripAdvisor.com and/or Yelp.com account so that it comes up on Google when searched. Place take-aways at the Muncie Visitors Bureau and other places of interest. Contact the people in the groups we have listed in the appendix via email outreach. It is not only important for you to get these hobbyists in your doors, but also to get them to visit multiple times. Use the email addresses from the updated Sign-in Sheet to send out monthly newsletters. Update and promote the post-visit survey.. In this plan we have also made some suggestions to reach additional target markets, look into these when both time and resources are available. Make sure that upon completing recommendations in the plan you use the methods laid out to measure the success of each recommendation. This infor-mation will be used for future planning.

HistoryWhile today it is known as the country’s largest college-maintained collec-tion of orchids, containing over 1,800 plants, Ball State’s collec-

tion was not always the grand variety it features today; it has changed over time under the guidance of several curators and grown with generosity of several different donors. Below is a

compiled history of the collection The Wheeler Orchid Collection and Species Bank (WOCSB) began as a donation to Ball State University, Muncie, Indiana, in 1971. It was a gift from Bill and Goldie Wheeler of Indianapolis, Indiana. Goldie, an avid horticulturalist, started growing orchids initially after a trip to Miami, Florida. It wasn’t long before the Wheelers built greenhouses to house Goldie’s collection of orchids, which she originally sold in the summer

months as fresh cut flowers. During this period, Goldie started the Indiana Orchid Society and became a judge for the Ameri-

can Orchid Society.When the Wheelers ultimately decided to donate the orchid

collection, they graciously chose Ball State because a student at the university was a long-time helper with the collection.

Included in the gift was their large production greenhouse which was originally kept off campus until the decision to build one in

Christy Woods had been made. Between the transition to a new greenhouse and

the shuffling of curators, many of the original orchids never made it to the university. The orchids that did make it to campus appeared very dehydrated and desperately needed repotting.

The greenhouse at the time did not provide adequate cooling or shading materials for the roof.

During 1973-74 the curator at the time, Harry Russell (Russ) Vernon, an Ohio State University horticulture graduate,

recognized the overall health of the collection was fading because of things such as the tobacco mosaic virus, and having a limited variety of orchids. Therefore, the collection at this time

wasn’t useful as a teaching and research tool.

With approval from the Department of Biology Chair, Dr. Nisbett, Vernon added Wheeler Orchid Collection, “and Species Bank,”

to the official name: making the greenhouse a place where species can be stored and propagated. With orchid numbers declining worldwide, the WOCSB was helping to conserve

species diversity and aid in preventing extinction.

A policy was established where by growers who donated orchid species not currently in the collection would receive a tax credit

for their donation and be eligible to request an equivalent number of divisions from the collection when available. Unfortu-

nately, most of the data including donors and donations has been lost.

However, this eventually led to the greenhouse becoming a “rescue center” for orchids in the 1980’s. This method of acquir-

ing new species occurred when the United States Fish and Wildlife Service and WOCSB entered into an agreement for the WOCSB to receive confiscated orchid imports under the recent-ly instituted CITES (Congress on International Trade of Endan-

gered Species of Wild Fauna and Flora) act signed by Con-gress. “CITES is an international agreement among countries, working to ensure that international trade in specimens of wild animals and plants does not threaten their survival.”(”What is

CITES? N.D.), Rescueorchids received by WOCSB in this manner are legally housed in perpetuity and cannot be shared,

but may be propagated for conservation.In 1987, the WOCSB contained nearly 3,000 different species

and varieties of orchids. Trading occurred with the Royal Botani-cal Gardens at Edinburgh, Scotland, Royal Botanical Gardens at Hamilton, Ontario, Kew Gardens, London, UK, Longwood

Gardens, Kennitt Square, PA, The Missouri Botanical Gardens, Saint Louis, MO as well as with numerous private and commer-

cial growers. The generosity of donations began to make the WOCSB an incredibly diverse collection. For example, Mr. Al Thanhauser of Stanford, Connecticut, donated an incredible

collection of rare Cattleya alliance species valued at $420,000.

As a result of that donation, Sen. Ademar Manarini of Equilab in San Paulo, Brazil, donated propagations of his collection of native Brazilian Cattleya alliance species. Combined, the

donated plants numbered over 400 specimens.

During this time, Vernon traveled to orchid shows to install small displays (50 quare feet or less). Several shows were also held

on campus and the WOCSB installed displays of 100-200 square feet. Ball State began to have more of an impact in the collection at this time as well. Meetings of the American Orchid Society and the Mid America Orchid Congress were attended thanks to support from the University, as well as upgrading the facility in 1974 by adding evaporative coolers and in 1975 by adding a rainwater collection system. This enabled Vernon to give lectures at orchid society, regional, and national meetings to promote the collection and the University, cultivation of vari-

ous genera of orchids, and conservation of orchid species. The WOCSB was used to provide specimens for basic biology,

botany and plant physiology classes. Biology students also visited the greenhouse for more detailed studies. Vernon

lectured plant physiology classes on the unique characteristics of the orchid family at the invitation of the instructors. Graduate

research was done on rapid propagation techniques and the research was published. Students from various disciplines of the Fine Arts Department also visited and used the orchids as subjects for their projects. Over the fourteen years of Vernon’s curatorship, tens of thousands of elementary students visited the WOCSB on field trips, primarily from Indiana but also from Ohio. Several universities also visited on field trips and

the collection was on the garden tour route of several travel companies.

The collection and its popularity grew rapidly. While this was a good thing for the university and the collection, space became an issue. Around 1976, the Biology Department and

University began the first of many efforts to find funding to expand and improve the WOCSB. At that time, expansion and

major improvements to the facility had not yet occurred.

Vernon left the greenhouse in 1987. From 1987 through 1993, the WOCSB was managed by Herbert Saxon. Under Saxon’s management, there was an emphasis on orchid propagation

and research on orchid virus resistance. Also during this time, over 60% of the collection was lost due to inadequate care.

Since September, 1993 Cheryl LeBlanc has been the curator of the WOCSB. Once hired, the Ball State University and Depart-mental funding adjustments changed the curator position to a half-time position. LeBlanc, a plant ecologist by training (MS, Biology, 1985, SUNY State University of New York, College of Environmental Science and Forestry), turned the focus of the WOCSB to an ecological perspective to emphasize the ‘whole ecosystem’ aspect of orchid habitats. In 1994, Leblanc had the decaying wooden benches that held the plants in the original

greenhouse replaced. The entire orchid collection was moved to the Teaching/ Research Greenhouse (TRGH) for the summer while new cedar benches were built and installed in the Orchid

Greenhouse. Unfortunately, water quality and climate conditions in the TRGH were not the compatible, and many orchids suffered

or were unable to survive.

LeBlanc began to make several critical changes that helped to stabilize the collection. This included creating a mini “rainforest” within the WOCSB facility, including tropical poison arrow frogs, which serve as rainforest “mascots,” and converting the water supply system of the collection to a reverse osmosis when the

rainwater cistern system no longer functioned.

The WOCSB collection is utilized by BSU students and faculty of many disciplines, including art, English, photography, archi-tecture, landscape architecture, biology, natural resources, and others. Community members, school groups, and out-of-town

guests also visit regularly. Some visitors come from as far away as Japan and Australia.

To help educate all the new visitors, a docent program was created in 2013. In addition, various special programs are offered weekly and monthly at the new ROGH. The ROGH and WOCSB remain free and open throughout the year to BSU students, staff, and faculty, as well as the community

(Leblanc, no date).

Organizational Analysis

Organizational Structure:

The Wheeler-Thanhauser collection is now housed in the recently-built Dr. Joe and Alice Rinard Orchid Greenhouse (ROGH) located in Christy Woods. Christy Woods falls beneath the umbrella of the Environmental Field Station office, which then falls under the authority of the Ball State Biology Department. The Biology department is also within the College of Science and Health. As a result, the ROGH is under the supervision of sev-eral key figures including Cheryl LeBlanc (Head Curator), John Taylor (Di-rector of the Environmental Field Station), and Kemuel Badger (Chair of the Biology Department).

Mission and Philosophy:

Because of its place within the University, the mission and function of the ROGH is within the broader mission of both the Environmental Field Station, and the Biology Department. The overall mission of the ROGH is essentially plant conservation and nature education. More specifically, the purpose of the ROGH is to“conserve rare and endangered species of orchids, disseminate them for preservation, and utilize the collection for research and education,” (Wheeler Orchid Collec-tion and Species Bank, 2009).

The values and objectives of each of the individuals

in charge has directly shaped the decisions

made within this Market-ing Proposal. Several

values overlap within the hierarchy of command,

but some are unique and distinct to specific levels

of the greenhouse organi-zational infrastructure.

ValuesJohn Taylor

John Taylor’s values for the ROGH also fall within the mission of both the Environmental Field Station and the Biology Department, but he sees the ROGH as having more freedom in their programming as they do not have an explicit mission statement. His values are similar to LeBlanc’s in that he values patrons’ gaining an appreciation or respect for the natural world when visiting the greenhouse. However, his values are also similar to Dr. Badger’s (below) in that he feels the primary objective of the greenhouse is plant biology education for Ball State students. In addition, he cites that the plants in the greenhouse could be utilized more for research within the University.

Kemuel Badger

As the Chair of the Biology Department, Dr. Badger views the greenhouse’s purpose as a direct extension of the Field Station and Biology Department’s mis-sions. As a result, Dr. Badger values nature conserva-tion and environmental education. His goal for the greenhouse is to perform these actions, and cites Ball State students as the primary audience the actions should be geared towards. For example, the green-house could function to bridge the gap for students in concepts such as plant biology, evolution, sustainabili-ty, conservation, etc., as they may not receive an inter-active and visual representation of these concepts in a normal classroom. In addition to understanding these concepts through environmental education, Dr. Badger also values using the greenhouse for more research and teaching opportunities.

Cheryl LeBlanc

As the Head Curator, Cheryl LeBlanc interacts directly with greenhouse patrons and plans programming for visitors. LeBlanc’s values fit within the mission of the ROGH, but also focus on teaching visitors a compre-hensive view of rainforest ecology, fostering an appreci-ation of the natural world and nature’s effect in daily life. As a result, LeBlanc’s values engagement with commu-nity, and broad programming or messaging that teaches people how they are connected to nature.

Past Marketing EffortsThe Rinard Orchard Greenhouse encompasses many facets

within its mission. Its overall approach to the Ball State Campus as well as the Muncie community is a part of an educational

connection. This connection includes the Biology Department of Ball State University as well as the Field Station. These estab-lishments serve to educate their target markets. For the Rinard Orchard Greenhouse, this includes education in plant conserva-

tion and nature. A detailed description would encompass the conservation of rare and endangered species of orchids, the

dissemination of orchids for conservation, and using the collec-tion for research as well as education.

The Rinard Orchard Greenhouse features a variety of events both pertaining to and fostering the aspects of orchid care, cultural influences, and education. These activities benefit

people of all persuasions, such as artists, children, and garden-ers, to enhance their knowledge or utilize the experience

offered from the Greenhouse. The activities currently represent-ed by the Rinard Orchard Greenhouse include Orchid Care, Eastern Hemisphere Orchids and Culture, Community Artists

Invitation Day, and Tropical Edibles.

Current Marketing EffortsCurrently, the Rinard Orchid Greenhouse implements their promotional campaign via email, flyer, and word of mouth. The Ball State community

receives emails pertaining to events hosted by the Greenhouse. Their main source of promotion however, is word-of-mouth. These promotions are

devoted to the overall mission of educating. Within a wider scope, the goal is to educate primarily students in attendance at Ball State University. All

events pertaining to the greenhouse are free.The current promotional strategy has been event-focused rather than

focused on attracting potential patrons. In an era of social media network-ing and messaging, the Rinard Orchard Greenhouse has limited social media usage. These tactics were developed with limited funds and the

primary objective of educating students.

Resources Currently Available

Resources:The ROGH has several resources available to them to carry out the values of those in charge, and to realize their objectives.

A. Physical: The ROGH has over 1,800 species of plants, including one of the most diverse collections of orchids in the nation, in addition to several other unique tropical organisms. This collection is housed in a new building dedicated in May 2014. This new facility features both a display room modeled as a tropical rainforest, as well as greenhouse space to store and propagate plants in the collection.

Outside the building, two park ing spots are dedicated for visitors of the green-

B. Personnel: As stated above, Cheryl LeBlanc serves as the facility’s curator. In addition to LeBlanc, a volunteer support staff performs various tasks in the greenhouse such as coordinating volunteers and planning programming and events. Both docent volunteers and student volunteers help with ROGH operations. Docents give tours to patrons and serve as a knowledge resource. Student volunteers greet visitors, maintain plants, and help clean the greenhouse area. C. Financial: Financially, the ROGH operates with a budget from the Biology Department. Patrons may also make donations online or in person.

For more information regarding resource analysis refer to the SWOT matrix in the appendi-

ces.

houseing spots are dedicated for visitors of the greenhouse to use.

Environmental Analysis

Political Factors

Ball State University and the Department of Science and Humanities create specific policies that impact the operations of the Rinard Orchid Greenhouse. These include things such as parking restrictions, limited forms of donation, and limiting the number of events and fundrais-ers at the Rinard Orchid Greenhouse.

Social Factors

Age, gender, and ethnic origin have the ability to play a role in marketing.The Rinard Orchid Green-house must be able to adapt to fit specific categories of age, gender, and ethnic origin. The more

ages range from 18-25 for students with a more scattered range of ages for faculty.

The next social group consists of the overall Muncie area. Muncie has an estimated 14,000 people (20%) ages 20-24. This is the largest group of individuals in Muncie. Muncie is composed of 70,000 people (a 2014 estimate), with 83% of the population being 18 years and over. 84.1% of citizens in Muncie are considered Caucasian, 7.5% are considered African American, and less than 2% are of Asian descent, as well as American Indians falling under 1%. 2.2% of the population is Hispanic or Latino (US Census Bureau, Muncie Demographics 2014).

evident group in the social environment of the ROGH is collegiate students and faculty. In this group,

Environmental Analysis

Cultural Factors

The Rinard Orchid Greenhouse seeks to meet the needs of culture-seeking individuals in the Muncie area, in the target markets of green hobbyists, retirees, Ball State University students, and Ball State University faculty. There is an opportunity to reach a culture-seeking audience in Muncie due to the Muncie Arts & Culture District. The Muncie Arts & Culture District was a city proclamation established in 2009, amd consists of Downtown Muncie, Minnetrista, Heekin Park, and parts of the Ball State campus. The ROGH may, by default, already be a part of the Muncie Arts & Culture district, as it follows the cultural corridor in Ball State and has the same general audience as the David Owsley Museum of Art, and the Charles W. Brown Planetarium on campus.

Economic Factors

In terms of finance, operating expenses are covered for the Rinard Orchid Greenhouse through the Biology Department; however, donations are scarce and are distributed among multiple departments, and are hard to obtain over time. This makes the budget for marketing activities very limited.When it comes to the economic environment of the citizens in Muncie, 57% are in the labor force, 48.3% are employed, and 15.2 % are unemployed in the civilian labor force. Of those who are employed, the largest industry is Educational Services (34.6%); second largest is Arts/Entertain-ment/Food Services (14.8%) and the third largest category is Retail Trade (13.8%). With the way income is distributed in Muncie, 33.4% of individuals earns an income below the poverty level (US Census Bureau, Muncie Demographics 2014).

Profiles of Institutions with Similar Missions

Garfield Park ConservatoryGarfield Park Conservatory is situated within the larger context of Gar-field Park, which includes other facilities like an aquatic center, and an arts center. This park is within the Indianapolis Parks and Recreation Department. Because it is a government-run facility, the Conservatory

has several resources at its disposal. For example, the Conservatory has several paid staff on site such as full-time gardeners, educators, and

horticulturists. Having multiple staff allows the facility to be larger, have more exhibits and features, and have more events and programming

than the ROGH. It can also handle more visitors at once, which opens up possibilities for school groups, and larger events. Its position within the

city government also influences Garfield Park’s values. The primary mission of the Indianapolis Parks and Recreation department focuses on

enhancing the quality of life of the citizens through providing quality resources and services (Indy Parks and Recreation, 2009). These ser-vices include environmental education and conserving cultural resourc-

es; services that Garfield Park provides to the public.Garfield Park has instituted both simple and more complicated marketing tactics. For example, Garfield Park uses social media, booklets on their events and activities, and fliers for self-guided tours. In addition to these more costly and labor intensive avenues, the Director, Fritz Nerding, has employed a sandwich board to advertise to the Park’s foot traffic outside the Conservatory. He has also made sure his educators are well versed in how their programming can match up with state education standards

in order to bring in more school groups.

Profiles of Institutions with Similar Missions

White River GardensThe White River Gardens are included with admission to the Indianapolis

Zoo. As a private organization, the White River Gardens is able to maintain a very large facility, several paid staff, and also host reve-

nue-generating events such as weddings. The Gardens includes three acres that comprise an inside conservatory, and outside lush gardens.

The large amount of resources available for this facility allows the staff to change exhibits and try out entirely new exhibit ideas on a regular basis. Thus, they are able to attract returning visitors by having novel exhibits. Having the admission included in the Zoo’s also brings in visitors that might not otherwise travel just to see the Gardens. The White River

Gardens also values nature education, as the gardens are set up as a teaching tool for growing and supporting plants visitors see in their own

backyards.The White River Gardens has extensive resources for marketing efforts at their disposal. Not only do they have a well-established online pres-ence in conjunction with the Zoo, they also use billboards in the area,

and are often featured in the news when they partner with other organi-zations to host events. Several takeaways are also printed to assist

visitors exploring the gardens and educating them about the gardens.

Profiles of Institutions with Similar MissionsMinnetrista

Minnetrista is a versatile, family-focused attraction only minutes away from the Ball State campus. They offer gardens, outdoor nature

areas, farmers market, with most events free. They charge a small admission fee of $5, to non-members for the museums. They have a large amount of resources which make it possible for them to run a

large scale nature park and museum space. Minnetrista is also fortu-nate to have a large staff working the grounds, as well as the space

and resources to keep people returning by changing exhibits and making changes to the grounds.They also have staff that watches

and counts the visitors of the park. They have the resources to know when their attendance drops and are then able to make the changes possible to slow or stop the reduction. Minnestrista’s mission state-

ment is, “Minnetrista is a gathering place that focuses on the explora-tion of nature, history, gardens and art; where vibrant, audience-cen-

tered experiences honor our heritage and inspire the future of our region.” They also value family and relationships, adaptability, stew-

ardship entrepreneurship, and learning. (Minnestrista.net)Minnetrista has a large number of marketing options at their disposal. They plan lots of free community events, and are financially able to make changes to the events or exhibits when they do not work. Min-netrista is also able to partner with other companies and organiza-tions in their events such as their Luminaria Walk in December. For the Luminaria Walk, Minnetrista partners with MITS busses to allow

easy access to the event for the public. This year (2015) they are also partnering with the Rinard Orchid Greenhouse and Glick Center for

Glass on Ball State’s Campus for the event. Minnetrista offers a family friendly environment with hands-on learning activities, which

keep families returning.

Profiles of Institutions with Similar Missions

David Owsley Museum of ArtThe David Owsley Museum of Art is housed on Ball State University’s

campus. They accommodate many traveling exhibits as well as permanent - exhibits.The art museum targets Ball State students and faculty as well

as families in the community. They have a large staff, including security. The museum’s permanent collection includes many of the Ball family’s pieces from their personal collection. Because they have so many new -

exhibits, they are able to bring people back to the museum for repeat visits. The museum is convenient to students and faculty due to their -placement in the center of campus. Their mission is to cultivate “learning and recreation in the visual arts through its collection of original works of art, engagingexhibitions, and educational

programs for the university community and other diverse audiences.”

The David Owsley Museum of Art uses many marketing and promo-tion techniques. They have the funds to purchase ads in national and

regional art magazines. Also, they hold free events and giveaways during student events such as this year’s Quad Bash. The museum

has bright, colorful and uniform takeaways with information about the museum including location and hours. They are easy to get to and easy to find -- making it a more used facility on campus. The David Owsley Museum of Art offers an easy-to-find and an ever-changing exhibit for the students and faculty of Ball State University and the

surrounding community

(bsu.edu)

Target Market 1: Ball State Students

Implementation

Objective: To increase student awareness about ROGH 1. Acquire a Ball State marketing major or minor student to fulfill a media/promotional internship position (Look to journal- ism and other majors in the future) If an intern is not obtained, it will be the responsibility of anyone who is available to fulfill the following tasks. 2. After acquiring a media/promotional intern, it will be their duty to help with creating awareness among ball state students and all target markets discussed in the plan 3. Conduct necessary research to understand Ball State stu- dent Awareness. This should be done via survey. Suggestion: Qualtrics 4. To create awareness, work on social media presence which will be the top way to reach the student target market. - The two social media accounts that are highly recommended are Facebook & Instagram. 5. The next step for creating awareness will be to get a book- mark promotional item placed at the information desk located in Lucina Hall and in all the residence halls. (must get approval to place in residence halls) (see Appx) 6. The next step to reach students would be to get the ROGH events placed on the school’s event calendar. (Contact Division of Strategic Communication) (Reference Appx)

Other things that will help with awareness with students would be: 1. Set up a booth at the activity fair at the beginning of the year 2. Have an open house type of event for freshmen at the begin ning of the year 3. Continue having an open house event during family weekend.

Benefits for the ROGH- Nearby and is by far the largest target market in terms of popu-lation. Will offer a pool of volun-teers and interns for the ROGH.

Benefits for the Patron- Pro-vides a no-cost and relaxing experience among the stress-ors of University life, as well as educational support and oppor-tunities for volunteering. Actions- Increase the overall online presence of the ROGH. Have on campus advertising that will reach out to Ball State Students.

Needed Resources- Media Intern- Survey Software- Social Media Accounts- Bookmark takeaway template- Volunteers - Contact information for intern-ship/immersive learning proj-ects- Printing Funds- Contact information for

Resident Halls- Self Guided Tour Template - Contact information for stu-

dent volunteers

Needed Resources

Target Market 2: FacultyBenefits for the ROGH- Contacting professors will estab-lish more possibilities for utilizing the ROGH during cours-es, and increase attendance as professors communicate the ROGH’s existence and benefits to students.

Benefits for the Patron- This target market benefits by obtaining course material and activities. Faculty can use the ROGH as a resource for their courses in order to pro-vide interactive and engaging course experiences. A sec-ondary benefit for faculty is the ROGH provides an outlet for relaxation outside the workplace environment.

Actions- Create a network of on campus contacts with a variety of individual departmentsImplementation

Objective: Increase Faculty Awareness 1.Survey Ball State faculty about awareness of

ROGH. 2. Get in contact with different departments that may

be able to use the greenhouse as part of their curriculum (EX. Art Department, English Department, Family & -Consumer Science Department)

3.Place the bookmark takeaway in the department offices that could utilize the greenhouse

4.Look into seeing if there are any faculty groups that may be interested in utilizing the greenhouse

Measurements of SuccessObjective : To increase faculty awarenessMeasurement of success of this objective will include examining:- Number of faculty members visiting - Number of takeaways ( bookmarks and brochures) taken from each department.

- Media Intern

- Survey Software

- Contact Information for depart-ments that can utilize the green-

house

-Contact Information for faculty volunteerung

-Bookmark takeaway template

-Printing Funds.

Target Market 3: Retirees in the

Muncie CommunityBenefits for the ROGH- A stable and recurring patron target market that will also serve as a pool for possible volunteers.

Benefits for the Patron- A nearby no-cost activity that offers insightful ideas about life in gener-al- an educational and stimulating as well as engaging group activity.

Actions- Contact a variety of Retiree groups such as the Lifelong Learners for involvement and patronage at the ROGH

Needed Resources- Media Intern- Contact at alumni center - Survey Results- Bookmark Takeaway Template- Printing Funds- Docents

Implementation

Objective: Obtain Docent Volunteers

Orchid Presentation at Lifelong Learners group at alumni center (This would be a good opportunity to ask for volunteers)

Use the information collected from the docent survey to make changes to how the docent program is set up and promoted

Place takeaway in places where the target market visit/live (answered in docent survey)

Measurements of Success

Objective: Obtain Docent VolunteersMeasurement of success of this objective will include examining:Number of people who sign up to be a docent/volunteerFeedback from current docents – are they still there? Do they like their positions?

Target Market 4: Green Hobbyists

Examples of Green Hobbyists

-Gardeners: This group includes anyone who is interested in growing plants for rec-reation, conservation, and for food.

-Photographers: This group includes those who enjoy photographing flowers, plants and other objects.

-Artists: Artists include those who paint, draw, and sculpt works of art. Artists may also include anyone who may be able to use the greenhouse for inspiration for their work.

Benefits to the ROGH- Creates a community of knowledge-able hobbyists who the ROGH can pull from to form a dynamic pool of volunteers and docents. Also establishes the ROGH as a hub for exchange among enthusiasts.

Benefits for the Patron- Provides a community of individu-als with like interests, as well as an engaging atmosphere for demonstration of their unique ideals.

Actions- Contacting Green Hobbyists directly by contacting hubs of hobbyists across Muncie as well as having resourc-es at the ROGH compatible with their interests.

Needed Resources- Bookmark takeaway template- Contact information for takeaway placement - Contact information for email outreach - Sign-in sheet template- Newsletter template- Survey Software

Implementation

Objective: Increase awarenessPlacing information within publications that may be interested in listing it as visit sitePlace the takeaway where hobbyists may see it (Check Appx) for locationsContact green hobbyist groups within the area for email outreach (Check Appx)

Objective: Increase attendance with an emphasis on repeat visits

Create a monthly newsletter and send it out to email addresses collected from the sign-in sheet Update and promote the post-visit survey

Measurements of SuccessAs this group is harder to define, measuring the success of the objectives will be more difficult. However, this group is an important target market to add be

-cause they are more likely to visit the ROGH repeatedly, and engage with docents about their area of expertise.

Other RecommendationsIn the future - Once all of the above actions are complete

Create friends group: - Continue working towards the idea of the friends group, which will help by bringing in money to the greenhouse. Which is important to help fund events. Work with campus sites to get the Cultural Corridor set up:

- In the appendices there is also a list of contacts in which you should speak to about getting the cultural corridor set up on campus which will help create a further connection between all the cultural corridor sites.

Contact campus groups that may be able use the greenhouse:

- To create a broader awareness among Ball State Students. It may be a good idea to get in contact with on-campus organizations that may be able to use the greenhouse

Work with education department to help with planning events:

- Within the education department work with education majors to come up with science-education based tours/events that match with state requirements for each K-12 grade Contact Community Schools: - Once there are enough docents to be able to do extra tours, and there have been tours/events set up for each grade contact local school teachers. Let them know that the greenhouse has the possibility of meeting state requirements for each grade and the opportunity for a fun field trip that will be beneficial for them.

Contact Girl Scouts: - Girl Scouts have a number of badges they can earn that overlap with the resources at the ROGH. As scout leaders often want new programming for their troops that is interactive and hands-on, the ROGH itself as well as its monthly programming would be an ideal scouts destination. The Muncie Scout Troop consists of both Brownies (2nd-3rd grade) and Juniors (4th-5th grade). With the information cited in the appendix, get into contact with the local girl scout troop. The possible badges girl scouts could earn through t he greenhouse are listed as well. When contacting them, mention these Work with Nursing Homes: - With the information cited in the appendix, get into contact with the coordina- tor of events at local nursing homes to set up a visitation. If you have the (Docents/vehicle) think about doing visitations to the greenhouse (or vice versa).

Work with Hospitals: - Offer peaceful meditation in the greenhouse for the new mothers in the birth- ing center. Taking over takeaways periodically as a reminder would be helpful. Make any brochure or flier to promote peacefulness and relaxation.

badge opportunities.

How to Obtain Resources Needed

Personnel Interns

- The kind of intern you are looking for will deter- mine what department(s) you need to contact. For the media internship, the internship coordinators for the mar keting or journalism department will need to be contacted so they can inform students who may be interested. See appx. Docents

- Since obtaining docents is one of the objectives of the greenhouse, the information that is needed to obtain docents can be found under the implementation section of the retiree target market. Student Volunteers

- Obtaining student volunteers is also one of the objectives of the greenhouse, the information that is needed to obtain these volunteers can be found under the implementation section of the Ball State students target market.

FundingTo obtain funding for the Rinard Orchid Greenhouse, one can go about it in one or more of the following ways: Friends/Family - Ask friends or family members via email, person-to-per son, direct mail letters,etc to donate to the ROGH Grant Proposals -Locate outside funding sources Sales/Fundraising -Sell plants/ flowers during the seasons when they are relevant during holidays such as Christmas, Mother's’ Day, etc -Partner with other departments, listed in the “cultural corridor” contact list to help fundraise Donations -Online: Send people to a link to where they are able to donate online easily -Physically: deliver checks that are under $50 directly to ROGH

This plan was created by a group of Ball State Students lead by Dr. John Vann of the Miller College of Business Marketing Department. The students completing this project talked to many people who influenced the plan’s con-tent. Some of these include people from: The David Housley Museum of Art, Minnetrista, White River Botanical Gardens, and Garfield Park Conservatory. Interviews with Cheryl LaBlanc, Kemuel Badger,and John Taylor were all con-ducted to gather information about the purpose of the greenhouse. Upon com-pleting this research the Organizational Analysis, Environmental Analysis, and SWOT Analysis were formed. The objectives for the ROGH were formed by talking with Cheryl LaBlanc, Kemuel Badger,and John Taylor. After speaking with Cheryl LaBlanc and completing the environmental analysis the Target Markets that are focused on in this plan were formed. Research conducted and the help of Rebecca Gilliam from Minnetrista, allowed the group to analyze and describe the Target Markets. Ball State Students, Ball State Faculty, Muncie Retirees, and Green Hob-byists are the primary focus of this marketing plan. Survey research was con-ducted on the docents of the ROGH. This research was done to get informa-tion on how satisfied docents are with the volunteering program, what they are getting out of their volunteering, and if there is anything that they would change. This also gave information on who the docents are, which will be used to target additional docents. Another Target Market is Ball State Students. They should be communicated with face-to-face and via email, social media, infor-mation desks. Takeaways should be available for this group as reminders of information the greenhouse gave them and notice of upcoming greenhouse events. Ball State Faculty should be contacted via university email and fliers. This group should be informed regarding how the greenhouse can help them and their classes. This group should help with an increase in student involve-ment as well. Muncie Retirees should be targeted via fliers placed at strategic locations throughout Muncie. Look to this group for volunteers and additional docents. Green Hobbyists should be targeted via fliers placed at strategic loca-tions, social media, and additional representation on Google, Yelp.com, and TripAdvisor.com. Creating free accounts on Yelp.com and Tripadvisor will help to increase your presence on google. Ask for reviews on Google from people touring the greenhouse. When finished with each portion of the plan make sure to use the measurements of success section to determine how successful each portion was for future plans and research.

Conclusion

References

-

-

-

About the Museum: Mission. Ball State U, 2015. Web. 4 November 2015. <http://cms.bsu.edu/web/museumofart/aboutmuseum/mission> “Badge Explorer.” Girl Scouts. Girl Scouts of the United States of America, 2015. Web. 6 October 2015. Falk, John H. Identity and the Museum Visitor Experience. Walnut Creek, CA: Left Coast, 2009. 49+. Print. “Girl Scout Troop 2852 (Muncie, Indiana).” Girl Scouts. Scoutlander LLC, 2011. Web. 6 October 2015. “Hobby Groups.” N.p., 2015. Web. 8 Dec. 2015. “Indy Parks and Recreation Mission Statement.” VolunteerMatch. VolunteerMatch, n. d. Web. 3 November 2015. Leblanc, Cheryl. Vernon, Ross. “No Title.” No date. "Selected Social Characteristics in the United States." American FactFinder. United States Census Bureau, n.d. Web. 8 Dec. 2015. "Urban Gardening Initiative." N.p., 16 Mar. 2014. Web. 8 Dec. 2015.

About Minnetrista: Vision, Mission, and Values. 2015. Web. 4 November 2015. <http://www.minnetrista.net/vision-mission-values/>

Wheeler Orchid Collection and Species Bank. Muncie: Ball State University, 2009. Print.

“What is CITES?” U.S. Fish and Wildlife Services International Affairs. U.S Fish and Wildlife Services International Affairs,

n.d. 15 October 2015

SWOT Analysis

Appendicies

Overview

Docent Survey

Question 1. Please rate your overall satisfaction with your volunteering experience with the Rinard Orchid Green-house.

Question 2. How likely are you to continue volunteering with us through the rest of the academic year?

Question 3. How likely are you to recommend the Rinard Orchid Greenhouse to others as a place to volunteer?

Question 4. How did you find out about volunteering at the Rinard Orchid Greenhouse? Please check all that apply. The choices were campus communications, fliers, e-mails, and Facebook.

Question 5. What was the most useful content of your docent training?

Question 6. What would you like to see added to the docent training sessions?

Question 7. What is important for you to gain from your volunteer experience? Please type a number from 1 to 5 next to each response to indicate their importance ratingwith 1 being the most important. [A list was provided for respondees

Question 8. Do you have any suggestions on how we could improve the volunteer experience?

Question 9. Do you have any suggestions on how to improve signing up for volunteering slots?

Questions 10. Do you have any ideas for what docents can do when there are no visitors at the greenhouse?

The Rinard Orchid Green-

as will be seen in the following results.]

house Docent Survey was sent out to the 36 docent volunteers and 10 filled out the survey. The pur-pose of the survey is to get feedback from the

docents to see; how satis-fied they are with the vol-unteering program, what

they are getting out of their volunteering, and if

there is anything that they would change about the

program. This information will not only help with the current docents, but will

also allow the greenhouse to reach out and recruit

more docents.

Docent Survey

Question 1. Please rate your overall satisfaction with your volunteering experience

with the Rinard Orchid Greenhouse.

Docent Survey

Question 2. How likely are you to continue volunteering with us through the rest of

the academic year?

Docent SurveyQuestion 3. How likely are you to recommend the Rinard Orchid Greenhouse to

others as a place to volunteer?One respondent chose to skip this question.

Docent SurveyQuestion 4. How did you find out about volunteering at the Rinard Orchid Green-house? Please check all that apply. The choices were campus communications,

fliers, e-mails, and Facebook..Nine respondents chose to skip this question.

Docent Survey

Question 5. What was the most useful content of your docent training?

One respondent chose to skip this question.

The other docents answered in similar manners they thought the information in the

training sessions was all very valuable because it gave them a lot of knowledge

about things they were interested in and now they are able to conduct tours. A lot of

the docents also agreed that they really liked the guided tours Cheryl and Carolyn

gave them because they got the information while being able to examine the informa-

tion up close.

Question 6.What would you like to see added to the docent training sessions?

-- 3/10 respondents chose to skip this question

--1 respondent would like more information on Indiana’s native orchids. Such as the names and how to identify them.

--1 would be interested in having a video walk through with Cheryl or a highly trained

docent giving the tour to go along with the print material already provided.

--Another respondent wants there to be more practice in giving tours.

--One respondent wants there to be more social events for the docents.

--2 of the respondents thought that the training sessions didn’t need any additions, that they were very comprehensive.

Docent Survey

Question 7. What is important for you to gain from your volunteer experience?

Please type a number from 1 to 5 next to each response to indicate their importance

ranking with 1 being the most important.

Knowledge about orchids:

Level of Importance

1Four respondents chose this

2Two respondents chose this

3Two respondents chose it

4One respondent chose it

5One respondent chose it

Sharing a joy of nature with others:Level of Importance

1Six respondents chose it

2One respondent chose it

3No one chose it

4One respondent chose it

5Two respondents chose it

Docent Survey

Networking:

Importance

1

No one chose it

2

Two respondents chose it

3

Four respondents chose it

4

No one chose it

5

Two people chose it

Having an impact in the community, with students, and with others:

Importance

1

Five respondents chose it

2

Two respondents chose it

3

One respondent chose it

4

One respondent chose it

5

One respondent chose it

Docent Survey

Question 8. Do you have any suggestions on how we could improve the vol-unteer experience?

4 respondents chose to skip this question.3 respondents didn’t think there was anything that needed to be added.2 respondents said that there needs to be more dedicated volunteers that participate on a regular basis.1 respondent said that there needs to be cleared up what docents should be doing in down time when there are no tours.

Question 9. Do you have any suggestions on how to improve signing up for volunteering slots?

3 respondents chose to skip this question.5 respondents think the current way works and changes don’t need to be made.

Docent Survey

Question 10. Do you have any ideas for what docents can do when there are no visitors at the greenhouse?

-2 respondents

chose to skip this question. -1 respondent didn’t have any suggestions. -3 respondents said that there is already a list of tasks to do and Cheryl makes them aware of any special needs. They think they already have a lot to do during down time. -1 respondent suggested that they can use their skills as docents to help wher ever Cheryl needs them, plan programs, curriculums, make fliers, things like that. -3 respondents suggested cleaning pots, pathways, weeding, and taking care of the plants.

3. Analysis

The Rinard Orchid Greenhouse Docent survey demonstrated that the current docents are satisfied with their current volunteering experience. However there were a few areas that surfaced that need improvement. Based on the survey, here are the following recommendations to improve the docent experience;

-The curator for the greenhouse needs to clarify what the docents should be doing during their down time (when people are not touring the greenhouse). This could include cleaning pots, pathways, and other general areas.

Also it

could be taking care of the plants and helping to plan programs for the green house.

-

-Think about changing the way docents sign up for time slots. The current

method of using Signup Genius is found to be confusing by the current

docents.

Strategically place fliers or takeaways in places that potential docents spend their time.

-Utilize social media to reach out to the community and make them aware with volunteer options

-

-Ask current docents to reach out to people they know and talk to them about volunteering at the greenhouse. Word of mouth can be a very e

ffective

method.

The greenhouse should host more social events for the docents. This could

serve as a reward for their service and dedication and show the greenhouse’s

appreciation for them.

These events could include a special orchid care ses-

sion, craft time, coffee or tea social hou

r.

Internship Coordinator:

Journalism Department Coordinator

Brian Hayes

bhayes@bsu.edu

Telecommunication Department Coordinator

Sonny Wingler

pawingler@bsu.edu

Marketing Department Coordinator

Russell Wahlers

rwahlers@bsu.edu

Residence Hall Contact List:

In order to gain permission for placing poster/advertisements in the Residence

Halls the person that needs to be contacted is:

Peggie Love (Secretary to Associate Director)

Email: Plove@bsu.edu

Phone: (765) 285-1863

If not available, call Housing and Residence Life office at (765) 285-8000

Division of Strategic Communications:

West Quad, Room 304

Ball State University

Muncie, Indiana 47306

Hours: 8 a.m. - 5p.m Monday- Friday

Phone: 765-285-1560

Fax: 765-285-5442

Contact List

Volunteer Organizations List Ball State Student Voluntary ServicesCollaborates with community partners to offer students volunteering opportu -nities.Phone: (765) 285- 1094Fax: (765) 285-4241Email: svs@bsu.eduThrough this organization, sororities and fraternities may also be targeted as they require volunteer hours.

Ball State Excellence in Leadership (EIL)Lauren Berger (President)Email: Lnberger@bsu.edu

Department Contact List:

English Department:See if faculty would be interested in using the greenhouse for inspiration for creative writing/poetry english@bsu.edu

Art Department:Use for inspiration for all art studentsart@bsu.edu

Family & Consumer Sciences Department:Utilize the greenhouse for learning opportunities for culinary students, and students that may also be able to get inspiration from the greenhousefcs@bsu.edu Ball State Alumni Center:Phone: 765-285-1080Fax:765-285-1414Email: bsualumni@bsu.edu

Contact List Continued

Muncie Area Green Hobbyists Groups:

Delaware County Master Gardeners Association: http://www.minnetrista.net/hobby-groups/ “This association trains and certifies volunteers to meet the gardening needs of the community and extend educational programs in the area of home horticul-ture. Field trips are taken occasionally and a plant sale is held each year in June to raise money for the group” (“Hobby Groups”).Contact: Nancy Reynolds (765) 759-7971 Urban Gardening Initiative http://www.beautifulmuncie.org/beautification-projects/ur-ban-gardening-initiative “UGI is a local Urban Gardening Initiative in Muncie and Delaware County, networking resources and community to encourage more local urban food production” (“Urban Gardening Initiative”).765-273-3714

Muncie Parks and Recreation http://www.cityofmuncie.com/parks-department-muncie.htm 765-747-4858 muncieparks@cityofmuncie.com E 16th St Church of God Community Garden Initiative of Muncie Indiana https://communitygarden.org/find-a-gar-den/gardens/e-16th-st-church-god-community-garden-iniative-muncie-indiana/ Mark Kreps 765-288-4643 mjkreps@gmail.com Muncie Community Gardening http://munciecommunitygardening.blogspot.com/2010_07_01_archive.html Muncie Matters http://muncie-matters.com/about-us/

Contact List Green Hobbyists

Cardinal greenway info@cardinalgreenways.org (765) 287-0399 Cornerstone Center for the Arts 520 E. Main St. Muncie, IN 47305 https://cornerstonearts.org/Contact Person: Sarah Taylor Tel. 281-9503, ext. 15 staylor@cornerstonearts.org.

The East Central Indiana Rose Society “Provides a central source of information for members and non-members who enjoy growing the many varieties of roses. Members share gardening tips and successes as well as failures that they have experienced in their own rose garden. The society meets monthly between the months of April and October to discuss rose issues and to hear from speakers on various subjects relating to gardening, specifically roses” (“Hobby Groups”).

http://www.minnetrista.net/hobby-groups/ Contact: Virginia Finchum (765) 284-8168

Iris Growers of Easter Indiana “This group provides information to the beginner as well as the experienced iris grower at their monthly meetings. Members meet to participate in slide shows from the America Iris Society, question and answer sessions, and hear guest speaker presentations. An annual show is held during bloom season in May” (“Hobby Groups”).

http://www.minnetrista.net/hobby-groups/ Contact: Tom Tomlinson (765) 282-3883

Contact List Green Hobbyists Cont.

David Owsley Museum of ArtPhone: (765) 285-5242Fax: (765) 285-4003Email: artmuseum@bsu.eduDirectorRobert Gene La FrancePhone: (765) 285-5242Email: Lafrance@bsu.edu

Christy WoodsPhone: (765) 285-2642Fax: (765) 285-8804Land ManagerJohn TaylorPhone: (765) 285-2641Email: jetaylor@bsu.edu

Sursa Music HallPhone: (765) 285-5400Fax: (765) 285-5401Email: music@bsu.eduAdministrative CoordinatorRanae BurkettPhone: (765) 285-5407Email: rburkett@bsu.edu

Emens Auditorium Phone: (765) 285-1539Fax: (765) 285-3719Email: emens@bsu.eduDirector of Emens and PruisRobert MyersPhone: (765) 285-1542Email: rmyers@bsu.edu

Contact List Cultural Corridor

PlanetariumPhone: (765) 285-8860Fax: (765) 285-5674Email: planetarium@bsu.eduDirectorRonald Kaitchuck Phone: (765) 285-8871Email: rkaitchu@bsu.edu

Ball State RecreationPhone: (765) 285-1753Fax: (765) 285-5353Email: recreation@bsu.eduDirectorDan ByrnesPhone: (765) 285-8708Email: dpbyrnes@bsu.edu

Muncie Girl Scout TroopThe local troop leader is listed as Chris Lacey most recently as 2011, and can be contacted through the troop’s website:https://www.scoutlander.com/publicsite/unith-ome.aspx?UID=32870 (Girl Scouts, 2011). The following is a list of badges that could be fulfilled by visiting the ROGH. Brownies: -Naturalist: Bugs -Investigation: Senses -Artist: Painting Junior: -Do It Yourself: Gardener -Naturalist: Flowers -Digital Arts: Digital Photographer The description of each badge can be found on the Girl Scout’s website: http://forgirls.girlscouts.org/home/badgeexplorer (Girl Scouts, 2015).

Muncie SchoolsA good way to involve the community in the greenhouse activities is through school activities. The young children will tell their families about the greenhouse and could persuade them to take them back. This will raise awareness in not only schools but families as well. Below is a list of schools with the resources to bring school groups to the greenhouse. The activities should follow the Indiana Education Standards for that grade. A link for this is also below with the standards for each grade.

School standards: http://www.doe.in.gov/standards/science

-Private: -Inspire Academy: (765) 216-7980 -East Washington Academy: (765) 747-5434 -St. Mary School: (765) 288-5308 -Burris Laboratory School: (765) 285-1131 -Delaware Christian Academy: (765) 273-6072

-Public: -http://www.muncie.k12.in.us

Ball Memorial HospitalPhone:(765) 747-3292

Bethel Point Health and RehabPhone:(765) 289-2273

Brookside HavenPhone:(765) 289-1915

Golden Living CenterPhone:(765) 286-5979

Kindred Transitional Care and RehabPhone:(765) 282-0053

Liberty VillagePhone:(765) 282-1416

Morrison Woods Health CampusPhone:(765) 286-9066

Parkview Nursing CenterPhone:(765) 289-3341

Waters of MunciePhone:(765) 747-9044

Westminster VillagePhone:(765) 288-2155 Willowbend Living CenterPhone:(765) 747-7820

WoodlandsPhone:(765) 289-3451

Contact List Nursing Homes

HospitalBall Memorial Hospital

Phone: 765-747-3111