BBC and NWF Garden Centres

Advertising, Design, Digital, Graphic Design, Interactive, POS, Press, Radio, TV, Web Design

While working with NWF on their in store campaigns we wanted to look at other opportunities to promote their unique passion for everything gardening. With Tatton Flower Show only a few months away, we investigated ways of using this world-renowned platform to help promote the garden centres to a new audience.

We started to throw ideas around and the key concept that kept coming through was getting kids involved in the garden. We looked at different ideas including a competition to design a school’s wildlife garden (which had over 700 entries), tallest, longest and widest vegetables and then we looked at sensory gardens.

We got to work building on this idea and developed concepts. We spoke to the RHS about the idea and they loved it and put us in touch with BBC Radio Manchester who were looking at something very similar.

After a few meetings it was decided that the BBC and NWF would run a competition for local schools in the broadcast area of the station and within a 30-mile radius of Woodford Park Centre, Bramhall.

The winning designs for each sense would then be built into planters and displayed at the RHS Tatton Flower Show. Schools could learn about different plants and wildlife from the BBC and NWF websites and in the garden centres. Website visits and garden centre visits dramatically increased and entries started to flood through the doors at both the garden centres and the BBC.

After a long debate, Woodford Park’s time served gardeners and the team at the BBC chose the winning designs. 2 weeks later the planters arrived at Tatton Park and we proudly watched them be positioned on the BBC’s plot in front of their outdoor broadcasting truck.

Each of the winning classes were invited to the show where they were interviewed by BBC Radio Manchester and were treated like the VIPs they were.

The day had a very surprising ending when the BBC/NWF garden was awarded a certificate for the Show Garden, commending the teams for this worthwhile project

After the show NWF dropped off the planters at each of the schools and the classes were presented with a certificate of achievement. This reached each of their local newspapers, online publications and social media, generating awareness for the garden centre from school children, their parents and local area which reflected in a 19% increase in like for like sales in the following months.

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