Pennsylvania Horticultural Society

The Pennsylvania Horticultural Society wanted to increase the tree canopy of the Greater Philadelphia area with a mass planting. The Plant One Million (P1M) campaign envisioned one million new trees in the ground by 2014.

Now there are nearly a million new reasons to enjoy living in Greater Philadelphia.

The Opportunity

To give the campaign the presence it would need to be successful, our goal was to develop a common mark and marketing plan that had the support of the five core partners (in three states, no less).

The Insight

Give the partners ownership in the process, and they would have ownership in the result.

The Solution

It’s not easy being green. But we had a plan.

First, we met with each of the partners to determine their goals and challenges related to P1M, identified their priorities as well as those of the collective group, and developed an inventory of resources that could be used to enhance the plan.

Next, we developed comprehensive marketing and public relations plans.

The Result

Well on their way to one million trees, you can sit back in the shade, enjoy the greenery, and live in a cleaner city environment. Beautiful!