2. Plant of the Month: integrated PR activity
Introduction:
Flower Council of Holland is the agency promoting the Dutch plants cultivation sector and the sales
of plants from the Netherlands both home and abroad.
Their 2011/2012 PR Plan main focus has been potplants communication. Each month we
worked on a specific potplant telling about its secret benefits and personalities.
The activity main goal has been to improve Italian consumers’ knowledge, attitude and behaviour
towards plants, encourage people to see plants on a different perspective and live freely their
„Green Relationship‟.
??.??.?? 2

3. Plant of the Month integrated PR activity:
Social Media development
Challenges:
Expand Pot plants communication plan, based on a mix of Media Relations and Web Pr, on Social
Media Channels with the support of offline events, co-marketing and Guerrilla activities. Facebook has
been identified as the most suitable social platform for triggering engagement and create positive buzz
around our theme of interest (connecting people & plants). The new Facebook page “Le piante
donano gioia” (the joy of plants) has been created with the following main objectives:
 Create social engagement and users participation around themes of interest for FCH and for the
identified consumer target
 Use the platform as a tool to strengthen web visibility on FCH events/news and activities.
 Increase traffic to the official Flower Council consumer oriented website lepiantedonanogioia.it
www.ecco-network.com ??.??.?? 3

4. Plant of the Month Facebook Page
Solutions
Facebook on going page maintenance
 Drafting of monthly editorial plan including focus on single plants of the month, with info on
plant care and main characteristics, posts on specific events and other press office activities,
sharing of interesting online press publications and/or press clippings.
 Community management and daily page administration
 Provide a detailed Monthly Reporting on fluctuation of fan numbers, engagement level, number,
frequency and type of comments
www.ecco-network.com ??.??.?? 4

5. Plant of the Month: Facebook Page
Solutions
Extra activities aimed at keeping high levels of fan interest and increase fan number
1. Introduction of Live Guest intervention: involvement of Green experts/Green bloggers to answer
fan questions on botanical issues directly on the page and develop specific editorial focuses on
plant of the months
2. Co-Marketing activities aimed at increasing visibility opportunities
3. Development of off line events to establish a direct connection between consumers and the on
line social network environment
1. Development of facebook advertising campaign ads and on line contest
www.ecco-network.com ??.??.?? 5

6. Plant of the Month Facebook Page
Solutions
1. Live Blogging: One month after the new page launch, we planned a dedicated Live
intervention day by a green expert on the FB page dedicated to the pot plant of the month. The
green blogger researched various news and curiosities about and posted them following an
editorial plan created in collaboration with the agency. A special downloadable greeting card
designed by the blogger was also published and was available for download to all Facebook fans.
Results:
TOT number OF green expert POSTS: 25
TOTAL ENGAGEMENT LEVEL
(sharing, comments, likes): 175
www.ecco-network.com ??.??.??

7. Plant of the Month: Facebook Page
Solutions
2. Co-Marketing activities aimed at increasing visibility opportunities
In order to increase fan numbers we organized a special In Store event with accessory brand
Camomilla Milano. Set up of shop window with a display of Roses: inside the shop, customers
had the possibility to have a picture taken by a professional photographer with their small plant of
rose donated as a gift. The pictures were uploaded directly on the facebook page, from where
costumers could download their picture directly.
Results: More than 200 uploaded
pictures and new fans obtained
www.ecco-network.com ??.??.?? 7

8. Plant of the Month Facebook Page
Solutions
3. Off line Guerilla Events: Metro Therapy
In the middle of a chaotic workday we offered a Metro Therapy session, with the help of plants,
to all tube passengers. A special ‘Poinsettia’s living room’ was placed just at the entrance of two
main city tube stations. Everyone who visited us received as gift a small Poinsettias with a
special card message “I‟m your plant, take me with you!” and the instructions for downloading
their on the Facebook page.
Total passage of people: around 190.000
www.ecco-network.com ??.??.?? 8

9. Plant of the Month Facebook Page
Results
2. Off line Guerilla Events: Metro Therapy
The pictures of the event were uploaded as album on the Facebook page and a special
Flickr FCH dedicated album was also created. Guerrilla Visitors could easily find their photos
thorough direct Facebook and Flickr links, tag it, share it and download it.
THE METRO THERAPY MADE
PEOPLE FEEL BETTER!
more than 1.000 pictures taken!
www.ecco-network.com ??.??.?? 9

10. Plant of the Month Facebook Page
Solutions
4. Contest and Facebook ads campaign for “Grandparents’ day” initiative
The national celebration of Grandparents day is part of the programmed annual activities by Flower
Council of Holland: FCH’aim is to promote plants as the ideal gift for grandparents. In order to develop
our PR plan, we used the facebook page ‘le piante donano gioia’ as a crucial tool to support the
integrated activity, which included:
1) Creation of a contest/survey (in collaboration with a research institute) hosted on festadeinonni.it
website
2) Promotion of the contest/survey on facebook with the creation of a especially created tab linking to
the main website
3) Set up of facebook ads campaign (around 3 weeks) promoting the contest and invitingusers to
become fans
4) Organization of two off line family events to celebrate grandparents day and promote the contest off
line
www.ecco-network.com ??.??.?? 10

11. Plant of the Month Facebook Page
Results
More than 16.000 unique visitors to the website and 10.000 contest registrations
website
Facebook tab
www.ecco-network.com ??.??.??

12. Plant of the Month Facebook Page
Results
Facebook fans increased from around 400 to more than 12.000 in less than a month
with high level of fan engagement and participation
www.ecco-network.com ??.??.??

13. Plant of the Month Facebook Page
Results
More than 1.500 participants to the family events with around 500 pictures taken
and uploaded on facebook
www.ecco-network.com ??.??.?? 13

14. ©The content and creative ideas within this presentation are the property of Kinross+Render Ltd. The content may not be copied or used without Kinross+Render’s prior written permission.