4. EXISTING TOUCHPOINTS
AND EXTENSIONS
TOUCHPOINT AND EXTENSION STRATEGY
According to Landcare’s existing touchpoint map, there is
an opportunity to extend in the ‘Quick Interactions’ and
‘Mass Market/Awareness’ segments. Filling these gaps will
allow Landcare to effectively touch all areas of the maps
segments.
We aim to make sure we are covering all areas
thoughtfully, and not creating touchpoints that are
unnecessary.
NEW TOUCHPOINTS
AND EXTENSIONS
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7. 1. YOUTUBE CHANNEL
To extend on Landcare’s existing Bi-weekly print
booklets, we have created a YouTube channel which
will contain the booklets informative theories in a
hands on, step-by-step video format.
8. 2. ‘GROW WITH US’ SCHOOL EXPO DAY
‘Grow with Us’ aims to work with students in a hands on
way. We will work with local schools to set up a day for
Landcare to visit and plant a landmark with the children
on their school grounds.
Each school will be provided with a ‘Landcare Tool-Kit’
which contains a number of tools needed to keep their
landmark and school gardens sustainable.
9. 3. FUNDRAISER
Landcare will be hosting yearly exhibitions to help
fundraise for the organization. Each year, Landcare will
be collaborating with NZ artists who will be showcasing/
selling their work to the public.
Landcare will also be introducing and presenting their
new workwear range, which will be available for the public
to purchase.
This years special guest is Jim Wheeler, a well-known
sculpture artist who will be presenting his new series
‘Nature as Metaphor’.
10. 4. FUNDRAISER ADVERTISING
The fundraiser will be advertised using posters placed
around all major rural areas of New Zealand, such as dairies,
community notice boards, supermarkets, and town halls.
Each yearly poster will be designed according to
whoever the special guest will be. In this case, we are using
Jim Wheeler’s work as the visuals for this years event.
11.
12. 1. LANDCARE WORKWEAR RANGE
For a brand like Landcare, it is important to understand that
if creating a clothing range, the overall garment choice and
function is much more important then the visual design
aspects such as screen-prints and labels.
Finding the correct garment that will benefit Landcares
audience is the direction we took for this extension. In
saying this, we created surveys and delivered them to local
farmers in rural areas of New Zealand to find out what is in
demand.
The results were very clear, a light-weight jacket with
waterproof capabilities, and gumboots of high quality.
13. Landcare Official Wind-Breaker
The Breaker is the outdoor jacket solution.
With the classic features of a wind-breaker
but with added functionality providing more
flexibility for exploring the outdoor. The
matte surface of the fabric adds the unique
style and high-quality look.
• Casual fit, true-to-size
• Waterproof zipper closing
• Two outside front pockets
• Ventilated eyelets to ensure circulation
• Adjustable waistline strings
• Landcare sewn rubber label
• Screen-printed graphics on rear
Available in Black, Green and Soil.
Imported from Denmark.
14. Landcare Official Gumboot
A unisex rubber gumboot developed with
specialised features for gardening. The dig pad
at the centre of the sole and a thickened ankle
patch provide extra protection when using
spades and forks. A zigzag construction sole
creates high grip and mud-release.
• Handcrafted
• Waterproof material
• Low-calf length
• Landcare sewn rubber label
• Sole dig-pad
• Wide-tread outside
Available in a two-tone colourway
Imported from Denmark.
15. 2. LANDCARE TOOL-KIT
Using the same supplier of our wind-breakers and
gumboots, we have constructed a high quality tool-kit
for Landcare members to have a place to hold their
tools for their daily ‘action on the ground’.
This tool-kit will be granted to each school we visit
during our expo-days which will allow schools to keep
their gardens tidy and sustainable.
• 3 pockets, one main
• Double closing zippers
• Waterproof zippers and buttons
• Two padded adjustable shoulder straps
• Landcare sewn rubber label
• Landcare polyester sewn label
• Screen printed graphics on rear
Available in Green only.
Imported from Denmark.
16. WORKWEAR ADD-ONS
Workwear addons are an added feature we felt were
neccesary for Landcare, specifically for this years
fundraiser debut and the introduction to the new
workwear range.
We have used eco-friendly materials to ensure we
are portraying Landcare’s core values efficiently,
and have chosen products which are able to
be re-used.
17.
18. CALL-TO-ACTION VIDEO
As New Zealanders, we at Landcare have an integral
connection with the land we live on. We value community
initiatives that seek to preserve our beautiful environment.
The core message we are delivering is: -
“It’s in your hands. Take care of the earth, and she will take
care of you”.
The audience we are targeting are New Zealand citizens.
We encourage our nation to preserve and nurture our land,
and the theme of our video is to express it in a beautiful,
inspiring way.
19.
20.
21. WEBSITE
www.landcare.org.nz
WORKWEAR -
Available to purchase on the
Landcare website.
GROW WITH US EXPO DAY -
Advertised on the website
and through social media.
FUNDRAISER -
Detailed info will be advertised
on the Landcare website.
LANDCARE TOOL-KIT -
Available to purchase
on the Landcare website.
YOUTUBE CHANNEL -
Social media links
on the Landcare website.
FUNDRAISER POSTER -
Displayed on the Landcare
website.
Landcare members will
be wearing Workwear to
the Expo Days.
Workwear available to
purchase at Fundraiser.
Tool-kit available to
purchase at Fundraiser.
The Bigger Picture -
This map shows how all
the brand touchpoints
and extensions link or
relate to each other.
= TOUCHPOINTS
= EXTENSIONS
