Media Kit Grow a Pot Final

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Creative Breif 2
Who We Are 4
Press Release 5
Social Justice Partnership
Social Media Plan 6
Print Ad 7
Product Design 9
Webpage 11

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Background:
Grow-A-Pot is a new brand of plant pots ready to make a name in the retail
market. We are looking to develop a campaign to support the release of this fun,
new brand that will make Grow-A-Pot as common of a household name as Chia
Pets, while also separating us from the rest of the competition. Creative con-
cepts are due in December for campaign release in the Spring of 2022.

Marketing Objective:
Establish a name for the brand and get consumers interested in our product
Establish official branding for Grow-A-Pot that becomes recognizable anywhere
Advertising Communication Objective:
Introduce Grow-A-Pot as a newer, more creative way to home your plants
Generate awareness among the target of Grow-A-Pot

Advertising Strategy:
Position the product as a brand-new, creative way to pot your plants
Use a combination of social media, print, and OOH
Schedule advertising during late Winter and Spring

Target Audience: Younger millennials and Gen Z-ers, who consider them-
selves a “plant parent”. Usually women, these people will buy anything for their
plants to grow and thrive and are leading changes in house plant culture. They
have some extra money that they frequently choose to spend on their plants who
they treat like children. These people typically have a more creative side and are
willing to step out of the box.

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Competitive Frame:
- Terracotta planters
- Chia pets
Current Position:
There is no perception because this is a new product and brand, they
haven’t met us yet!
Desired Position:
“Over the course of the Covid pandemic, I have fallen in love with
houseplants. I have collected over 20 of them and I treat them like my
babies, I would definitely consider myself a plant mom. I’m looking to
expand my collection and try some new things. I’ve heard about this new
product called Grow-A-Pot through TikTok and I NEED to get one when
they’re back in stock. I need something different to set me apart from
other plant owners.!”

Consumer Promise: Grow-A-Pot is the brand-new way to pot your
plants with total creative freedom. It’s two plants for the price of one.

Reasons Why:
- Customizable – entirely up to consumer how they want to use Grow-
A-Pot
- New – this is a new brand with no reputation, consumers are eager to
set the tone for the brand’s following

Call to Action:
Look for Grow-A-Pot products online and at major retail stores
Visit Grow-A-Pot website
Tone & Manner:
Grow-A-Pot is a new brand, not just another plant pot, we’re different.
Tone should be playful, creative, and excited.
Other Considerations:
- Stencils to go with the pots for beginners
- Might need to start advertising in the early winter or later summer,
depending on when plant owners repot their plants or grow new ones

- Maybe different advertising for each 3

We are a small business located in Chicago, IL.
Grow-A-Pot is an at-home herb growing kit for
people who don’t have much space available for
a garden. We combined the idea of a Chia Pet and
a typical terracotta plant pot, ending up with the
idea that is Grow-A-Pot. We save you space and

time.

Founded in a small Chicago apartment,
we remember what it was like to crave
fresh, homegrown herbs with no space to
grow them in the city. After years of trial
and error, we finally managed to create a
product that we are excited to share with

you all!

Our mission is to provide access to anyone
who wants to grow their own herbs, regard-
less of the space they have. Good food makes
for a good life, and we are dedicated to mak-

ing sure life is good.

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FOR IMMEDIATE RELEASE

Contact: Mia Hubanks, Grow-A-Pot
Phone: 111-222-1234
Email: [email protected]

Exciting New Product to Hit Shelves This Spring
Grow-A-Pot is already making a huge impact, and it hasn’t even been released yet

Chicago, IL, November 2021 – Grow-A-Pot is a brand new, exciting product and we are
thrilled to announce the official release date. itting shel es on riday, arch , , Grow-
A-Pair is the new way to plant your herb garden that has revolutionized the potted plant game.
Having fresh, cheap, and delicious herbs readily available has never been easier. Located in
your kitchen, this pot will liven up your space while taking up no extra space.

e remember when we were li ing in our first apartment in the city. Groceries were so e pen-
si e, and we had no space to grow our own herbs. e would ha e really benefited from some-
thing like this, and we can’t wait for everyone else to get to try it!” said founders of Grow-A-
Pot.

Customers will receive a terracotta pot, a seed combination of their choice, and a design
booklet with inspiration for creative designs. Available at major retail stores such as Target,
Walmart, and Home Depot as well as online at www.growapot.com.

Grow-A-Pot is the one-pot-stop for your ne t herb garden and potted plant needs. ounded in
2021, we are based in Chicago, IL. Products are available online and also in major retail stores
around the nited tates. e are defined by our commitment to delicious herbs that are easy to
grow, sa ing you space while allowing your creati e uices to ow.

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Who is Growing Home?

First imagined in 1992, Growing Home became a reality in 2002 when they had just nine people
sign up for their first e er training. ince then, Growing ome has become Chicago’s leading
e pert in farm-based training for people with employment barriers. hey are a A-Certified

rganic and non-profit urban farm located in the Englewood neighborhood of Chicago.
ackling two issues at once, Growing ome is committed to not only pro iding obs to people
who are affected by medical issues, childcare needs, criminal records, and housing but they also
pro ide healthy and accessible food to a community in the middle of a food desert.

Why them?

ere at Grow-A-Pot, we know that good food makes a good life, and we are dedicated to
making sure that life is good. ealthy food is necessary for life, and we belie e that healthy
food that tastes good is a human right. y partnering with Growing ome, we support the
ision of delicious, healthy food for all and promise to uphold a high standard of li ing for all.

Partnership Plan

ith this partnership in place, Grow-A-
Pot is committed to donating of all
sales to Growing Home, as well as do-
nating a portion of our herb seeds to the
organization’s farms annually. e also
commit to supporting those in the em-
ployment training program by offering
two seminars about business manage-
ment to each cohort.

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Overview

Grow-A-Pot is choosing to use Instagram, as it will not only benefit the brand, but also the
consumer. Instagram allows potential customers to ha e a better understanding of what the product
is, who Grow-A-Pot is, and how they can support us. Instagram is the ideal platform for Grow-A-
Pot, as it combines ideo, photo, and interacti e elements. his platform is ideal for interacting
with consumers, sharing isuals, and maintaining connections with both brands and customers. he
campaign is mutually beneficial, since it will not only raise awareness of the product but will also
spark creati ity and ideas for customers.

Goal

se Instagram as a tool to raise awareness of Grow-A-Pot while forming and maintaining
relationships with potential consumers. nce established as a brand, Instagram will be used to share
information about products and launches, spark creati ity, and maintain a presence online. his will
be measured through the social media site’s analytics. e consider growth to be a growing following
of biweekly.

Pre-launch plan

ince Grow-A-Pot is a new brand, the initial launch of the Instagram campaign will be used to
establish the brand and create a name for the company. he first stages of the campaign will tell
consumers who we are, what we stand for, and why we’re here. he initial posts will include
- Copy of who we are
- isuals that grow the mood board aesthetic of the Instagram feed
- isuals of the product ariations
- tories of the product and how it works
- Interacti e stories to gain consumer feedback

During/post launch Plan

Platform usage won’t change much following the official launch of the product. he day of the
launch, the Instagram page will ha e multiple posts regarding the release and where consumers
can purchase Grow-A-Pot. his launch will include three posts and a story. he week following
the launch the platform will switch from an introduction to the brand to a maintained relationship
with consumers. he page will open for submissions of customers personalized pots with their herb
gardens. ore promotional posts will be added, as well as new product launches. hese posts will
include
- Close ups and aesthetic photos of the product
- tory shares from tagged stories made by customers
- ead ups and then re eals for new products

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Our print ad will be run in Cosmopolitan
magazine. A full-page ad in Cosmo is 8” x
11.125”. We plan to run a full-page ad that bleeds.
Cosmopolitan Magazine has a consumer base
made up of mostly 18-25 year-olds, making thier
viewers perfect for reaching our target audience.
They have a median household income of $70,000
and reach a total of 13,135,000 adults. Thats a
huge reach that an organization of our size would
benefit greatly from. Overall, this is a match made
in heaven, and we can’t wait to reap the benefits of

this advertising partnership!

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Meet us!

We are a small business located in Chicago, IL.
Grow-A-Pot is an at-home herb growing kit for

people who don’t have much space available
for a garden. We combined the idea of a Chia
Pet and a typical terracotta plant pot, ending up
with the idea that is Grow-A-Pot. We save you

space and time.

Example product: Medium Basil Pot Our mission is to provide ac-
cess to anyone who wants to
Founded in a small Chicago apartment, grow their own herbs, regard-
we remember what it was like to crave less of the space they have.
fresh, homegrown herbs with no space to Good food makes for a good
grow them in the city. After years of trial life, and we are dedicated to
and error, we finally managed to create a
product that we are excited to share with making sure life is good.

you all! Find us here!

Instagram: @growapot
Twitter: @growapot
www.growapot.org