2. Digging In
There are 7.125 billion people in the world.
7.125 billion unique seeds, planted at different times, rooted in assorted ways and growing at varying
rates.
What unites all those seeds across the large plain of life? Change.
Avid gardeners know the seasons change and impact the growth of plants.
For millennials, their lives change like the seasons. Their interests, relationships,
emotions– all continuously shifting and growing into new, but temporary norms.
Change is the only constant.
Millennials are the movers, the shakers, the doers, the believers.
On the journey to fully blossom they will cultivate new relationships,
plant new career seeds, dig into new geographic locations and
mow down monotony.
As change swirls around millennials, we will make Miracle-Gro
the only constant.
Millennials are growing– Let’s gro together.

3. In order to properly identify our
target market, we centered our
research around specific categories
impacting millennial lifestyles
regarding media and application
consumption habits, active and
healthy lifestyle perception,
gardening and sustainability
interest and relationship priority.
These categories guided our data
collection and analysis process.
Through conducting one-on-one
interviews, focus groups, in-store
observational studies, as well as
administering online surveys and
consulting secondary research
sources, we have uncovered new
ways to leverage Miracle-Gro to
appeal to the target.
Overall our research revealed a few
key themes:
• Convenience is key in millennial
lifestyle choices.
• Healthy habits guide millennial
decision-making processes.
• Millennials are willing to try new
products, brands and hobbies,
but Millennials only want to
engage with brands that are
transparent, authentic and
relatable.
• Food gardening is increasing
more than traditional gardening.
• Finding independence,
establishing security and feeling
a sense accomplishment are of
high importance to MIllennials.
• Millennials are always changing.
Appealing to millennials based on their current, but fleeting interests
will not produce long-term relationships with Miracle-Gro. However,
embracing their constant state of flux, by ensuring the target
understands the multifarious uses of growing their own vegetables,
herbs or flowers in their busy lives, is essential to successfully
establishing a relationship with Miracle-Gro. Expressing the utility of
Miracle-Gro’s products will nurture a lifetime relationship with the
brand that can grow along with them.
All of our survey respondents, interview subjects and focus group
participants mentioned independence, security and feeling a sense
accomplishment being of high priority to them. Successful gardening,
due to the use of Miracle-Gro, will establish these feelings and produce
useful, healthy products for their consumption.
Rooted in
Research

4. The GRO-ers
Based on the recurring themes we dug up through
research, we’ve identified the target market of
millennials splitting them into two groups ages 22-31
and 32-44, along with the existing market of savvy
gardeners 40-50+, as GRO-ers.
Since the target market has such a wide spanning
age range, which our research tells us is bonded by
change and growth we chose to segment each life
stage and classify it by title. Below is an explanation
of each letters title and description.
By identifying the more specific changes each
mini target is undergoing we can more accurately
engage with them on platforms they are most active
on. Additionally, we can better leverage specific
products to them based on interest and ability.
The
Go-Getters are
22-31 year old soon-to-
be professionals. They are
finishing their educations, starting
their careers, and realizing their
dreams. As the Go-Getters start
to set off alone they are hungry
for personal and professional
success, as well as a feeling
of independence.
Optimizers
represent Miracle-
Gro’s current customer
base of 45-50+ year olds. They
are working to organize a new life
stage many as empty nesters, but still
are active in their careers. However,
they still feel the changing demands of
family and work as they prepare for
retirement. Due to the shifts in their
time and responsibilities they work
to properly prioritize and
optimize their daily
schedules.
Realists
are 32-44 years
old and beginning to
make important choices
about their future. The glamour
of their early twenties is beginning
to fade as they adjust to more
responsibilities. Financial changes
occur as they prepare for their first
major purchases in real estate,
automobiles, and other items
with a larger disposable
income.
Go-Getter
Realist
Optimizer

5. Sharon
Sharon is a 33 year old mother of three
living in Warren, New Jersey. Her husband,
Randall, is constantly busy running his
construction company, requiring Sharon to
take care of their children Sharon has worked
at a spa for the past 8 years, which gives
her the flexibility to tend to her family while
helping secure her family’s financial future.
As a health nut, she is constantly learning
about the newest health trends and exercises
while her children are in school. She projects
this onto her children and makes sure they
are eating nutritious meals every day.
Sharon is always looking to try new
recipes, but always does her research on
ingredients to ensure the best quality for
her family. In her spare time, Sharon enjoys
leading the neighborhood book club and
browsing Pinterest for DIY home projects.
Jeff
Jeff is a 52 year old avid gardener living
in rural Connecticut. He and his wife
are newly empty-nesters after their two
children left for college out of state, and
continue to save up for an early retirement.
Jeff has held his job as a financial advisor
for the past 18 years, and even though he’s
financially well off, he tries to incorporate as
many frugal habits into his life as possible:
avoiding eating out at restaurants, returning
bottles once a month, and teaching his children
how to budget their allowances early on.
Already a long-time gym member, Jeff
has recently taken up yoga with his wife
on weekends. He enjoys reading in his
spare time, but usually spends as much
time as possible out in his garden when
the weather is nice, as a way to escape
from the daily stress of his professional life.
Jess
Jess is a 22 year old woman who recently
graduated from Providence College. She just
settled down in her new Boston apartment
where she is living independently and starting
her first serious job as an entry level accountant.
Her perfectionist ways keep her hardworking
attitude in check and allow her to feel
secure in her new role. When Jess has some
free time she loves spending it at home
hanging out with her friends and family.
Jess is always willing to try new things
and loves to keep an active lifestyle. On
Wednesday nights, she meets her friend Kim
for a spin class across town. Although she’s
always crunched for time, Jess makes sure to
try out new healthy recipes when she comes
home for dinner. She is excited for this new
chapter of her life and what the future holds.
G R O

6. Change is
Constant
Miracle-Gro
is Constant
3 Peas in a Pod

7. Creative Brief
Problem: Millennials aren’t active gardeners and are unmotivated to begin gardening.
Objective: Make Miracle-Gro top of mind for millennials as both a beneficial gardening
product and brand companion with the capacity to expand, as their lives allow for a more
active relationship with gardening.
Solution/ Strategy: Convince GRO-ers to grow with Miracle-Gro by educating, engaging
and calling GRO-ers to action across media platforms they engage with naturally, as well as
through in-store displays and interactive communication.
Target: Jess, Sharon and Jeff all represent our target of GRO-ers.
Insight: Change is the only constant. Miracle-Gro can function as the only constant in
GRO-ers’ changing lives.
Positioning Statement: Miracle-Gro can enhance GRO-ers’ changing lives by introducing
both the abstract and concrete benefits of gardening as a lifetime activity.
Big Idea: Let’s gro together.

8. Let’s Get Gro-ing!
Our GRO-ers experience continuously fluctuating series of life changes, but tend to behave
predictably in relation to brands. We have categorized our suggestions based on their
relatively typical consumption habits and values.
By catering to each type of GRO-er, we are confident we will reach millennials at all life stages,
without alienating the current consumer base. To create unity across the campaign, we have
brought a few of our universal GRO-er ideas to life.
Miracle-Gro’s extensive product line offers a way for GRO-ers to interact with the brand at
different times in their changing lives. As they enter new stages, Miracle-Gro’s products will be
leveraged to adjust to their involvement and interest level in gardening.
“Let’s Gro Together” invites the wide-spanning target
to embrace the changes in their lives and transition their
fleeting interests in hobbies into a lifetime relationship
with gardening, and most importantly Miracle-Gro.
In order to ensure our campaign properly appeals to
each segment of GRO-ers, specific executions are aimed
at each life stage, while some encompass the needs of
the entire target.

9. Magazine
Magazine ads will reach the target during their leisure time, providing other ways to fill the small
amount of free time they have. These ads will provide readers with a fertilizer sample, giving them
the first step to starting a new lifestyle.

10. In-Store Interaction
The in-store starter kit will serve as an accessible way for both Go-Getters and Realists to begin their relationship
with Miracle-Gro. Placing everything they need to start an in-home project– plant seeds, shovel, and Miracle-Gro
fertilizer sample– all in a convenient pot takes the confusion out of starting a home garden.

11. In-Store Interaction
All GRO-er’s need to be aware of the great benefits of growing their own vegetables
from their home with the use of Miracle-Gro. In order to effectively link fresh produce
with Miracle-Gro, we will install branded watering hoses over the vegetable displays at
major supermarkets. When GRO-ers browse the produce section of their grocer, they will
immediately see Miracle-Gro watering the produce, and later be led to Miracle-Gro directly
with the help of our green leaf footprint stickers. These foot print stickers will be placed
in both supermarkets and super-stores, leading customers to the exact point of purchase.
Together, the branded sprayers and footprints will enhance the in-store experience and bring
Miracle-Gro to GRO-ers’ minds.

12. In-Store Interaction
The in-store display will contain a device positioned near the Miracle-Gro
products, so when the target is beginning the first steps, they can search
through and find their perfect product. The device will be set up similar to
Apple Siri, where the consumer can ask questions and be directed to their
response. This will help them feel less overwhelmed and bring the customer
directly to the product they need to begin their new lifestyle.

13. Go-Getters enjoy catching up on their
favorite television shows on Hulu. By
placing an interactive game between
program segments, we invite the
target to digitally learn how to correctly
water plants, while offering the chance
to redeem coupon codes for product
discounts if they win.
Hulu

14. SessionM

15. SessionM
SessionM is an
innovative application
that allows users to
check into different
locations and earn
points for engaging with
branded content. Go-
Getters are always on the
move, so checking into
the numerous areas they
visit daily is an ideal way
to engage with stores
that sell Miracle-Gro and
motivate them to redeem
exciting prizes.

16. Snapchat
Go-Getters love keeping their friends updated on their
busy lives by sending quick “snaps” to each other
throughout the day. Capitalizing on Earth Day, Miracle-Gro
will sponsor a “My Green Thumb” filter. Users around the
world can filter their snapchats to show what their green
thumb means to them.

17. Facebook & Email
Similar to running clubs and book clubs,
Miracle-Gro will sponsor a Garden Club.
Optimizers will be reached through email
advertising, encouraging them to join with
other avid gardeners and share their green
experiences.
Facebook ads will compliment the Garden
Club emails and promote the organization
to optimizers, encouraging them to band
together and show each other what they have
grown.
Miracle-Gro Brand Ambassadors will visit
local florists to host garden workshops to
educate current or prospective GRO-ers
on the various benefits of gardening with
Miracle-Gro.

18. Banner ads will strategically draw target members to the Miracle-Gro Pinterest page, which will feature inspiration
boards for wedding planning and Do-it-Yourself projects. Since Go-Getters are beginning to help plan and attend friends
weddings, these boards will offer a creative and frugal way to integrate Miracle-Gro into this exciting new chapter.
Pinterest

19. Sowing Our Seeds
The goal of our media plan is to reach
GRO-ers as they engage with their
favorite platforms such as magazines,
various social media sites, and online
video streaming sources.
Additionally, we will target GRO-ers
in-store to further increase their decision
making where it matters most. Bringing
Miracle-Gro directly to the target through
media placement will help establish how
easily they can incorporate it to their
routines.

20. Media Breakdown
Media spending will be year round, but strongest during the four months that mark the beginning of each season. The
spending will be heaviest during these four periods to remind consumers of how they can utilize Miracle-Gro products
throughout the year through both indoor and outdoor gardening.

21. Measurement
Since interaction and engagement with the
target is paramount to our campaign’s success,
we plan to use concurrent and post-testing
evaluations to interact directly with GRO-ers.
Wewillconducttelephoneandemailinterviews
to gather specific reactions, and use surveys
to more thoroughly understand the target’s
feelings after our campaign.
Additionally, we will analyze Miracle-Gro’s
revenue, the amount of coupons that were
redeemed via text codes, the number of users
at in-store kiosks, and how many people
engaged with the SessionM application.