The Rinard Orchid Greenhouse Marketing Plan

Ball State University Immersive Learning Project

Introductions

How this project came to be.

Dr. John Vann

Primary Influences on this projectSusan Plesha - Time Management

Rebecca Gilliam - Minnetrista - Marketing Team

Carl Schafer and Haley Beard - Art Museum

Carolyn Vann - Orchids

Fritz Nerding - Garfield Park

Paul Grayson- White River Botanical Gardens

Cheryl LeBlanc - ROGH Curator

History of the ROGHWheeler Family Gift: 1971

Changed to Species Bank: 1973-74

Donation from Dr. Joe Rinard

in memory of his wife: Alice Rinard

New Facility: May 31st, 2014

Grown to over 1,800 plants

Largest college-maintained collection

in U.S.

Before

After

Organizational Analysis

Organizational Structure

Cheryl LeBlanc, John Taylor, and Kem Badger

Values of each member influence the

objectives of the ROGH

Overall, limited physical, financial and human

resources

Institutions with Similar MissionsGarfield Park Conservatory

Ability to intake large amounts of visitors.

Paid staff on site such as full-time gardeners,

educators, and horticulturists.

White River Gardens

Revenue Generating Events

Large staff, space, and advertising resources

Growing and supporting plants visitors see in their own

Institutions with Similar MissionsMinnetrista

Offer gardens, outdoor nature areas, farmers market,

with most events free

Minnetrista is a versatile, family-focused attraction

only minutes away from the Ball State campus

Art Museum

Ability to bring people back to the museum for repeat

visits

Prominent location on Campus

Environmental AnalysisPolitical Factors

Limited Parking

Donation Limitations

Limited number of events

Social Environment

Ball State community heavily varies

Muncie Community

Target Markets

Ball State Students

Ball State Faculty

Muncie Retirees

Green Hobbyists

Break Down of Ball State Students

Group: Explorers & Rechargers

Benefits for ROGH

Provides pool of interns/volunteers

Nearby group, largest

Benefits for Ball State Students

No-cost relaxation

Calming experience

Ball State Students (ctd)Action: Increase overall online presence for ROGH

Objectives: To increase student awareness

Measuring Success:

Number of students who visit the greenhouse

Number of views/likes/clicks on Facebook/Instagram

Number of student seeking an internship or volunteer

information

Break Down of Ball State Faculty

Group: Facilitators

Benefits for the ROGH:

More course utilization

Increased student attendance

Benefits for Ball State Faculty:

Obtain course materials & activities

Interactive & engaging experience for students

Ball State Faculty (ctd)

Action: Create a network of campus contacts

Objective: Increase faculty awareness

Measuring Success:

Number of faculty members visiting

Number of takeaways being taken from departments

Break Down of Muncie RetireesGroup: Explorers and Rechargers

Benefits for the ROGH:

Stable recurring patrons

Possible volunteers/docents

Benefits for Muncie Retirees

Nearby no-cost activity

Stimulating, engaging, insightful experience

Muncie Retirees (ctd)Action: Retiree group contacts

The Association of Lifelong Learners for involvement and patronage

Objectives: Gaining docent volunteers

Measuring Success:

Number of people who sign up to volunteer

Current docent feedback

Break Down of Green HobbyistGroup: Professionals/Hobbyists

Photographers, Gardeners, Artists

Benefit for the ROGH:

Creates a dynamic pool of

volunteers/docents

Benefit for Green Hobbyists:

Provides community of likeminded

Green Hobbyists (ctd)Actions:

Contact hobbyists directly

Objectives:

Increase awareness

Increase attendance

Measuring Success:

Harder to define and determine

Docent Survey FindingsSatisfied with their volunteering experience

Clarification of downtime

Look into different ways to sign up for time slots

Strategically place fliers or takeaways

Ask current docents to reach out

Host more social events for the docents

RecommendationsGetting an Intern

Sign-in Sheet Changes

Newsletter

Social Media Changes

Branding

New Promotional Tools

New Promotional Tools!!!

Online Monthly Newsletter TemplateSent Out Monthly

-Events

-What’s in Bloom

-Interesting Facts

Sign-In Template

Collect Visitor Emails

Sign-In Template

Sign-In TemplateCollect Visitor Emails

Promote Social Media

Affiliation to Ball State

Future Recommendations to ConsiderCreate a Friends Group

Education Major’s Help

Community Schools

Girl Scouts

Nursing Homes

Hospitals

Cultural Corridor

Cultural Corridor on Ball State CampusSursa Performance Hall

Emens Auditorium

David Owsley Museum

of Art

Brown Planetarium

Christy Woods

Rinard Orchid Greenhouse

Glick Center for Glass

Acknowledgements Building Better Communities

Dr. John Vann

Cheryl LeBlanc

Jill Jereb

Dr. Carolyn Vann

Dr. Russell Wahlers

Questions?