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Project Evergreen

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The Bubble Burster

Project EverGreen, a 501 c3 non-profit organization whose mission is to preserve and enhance green spaces in our communities, has been working with Massey Communications for several years on its marketing and public relations initiatives. The organization is committed to informing the public about the positive effects of well-maintained green spaces, including lawns and landscapes, sports turf, golf courses and parks. It is most known for its famous GreenCare for Troops program, offering free lawn and landscape services to families of those deployed in the Armed Forces, and GreenCare for Communities program that supports local green initiatives.

In 2011, Project EverGreen asked Massey Communications for assistance in promoting its latest project in Ft. Myers, Florida: the “Backyard Nature: Living GREEN” exhibit at the Imaginarium Science Center.

The Thought Bubble

Project EverGreen, as part of its GreenCare for Communities program, partnered with the Imaginarium to create southwest Florida’s newest green exhibit, a landscape designed to give local families ideas for going green in their own backyards. The six-zone garden is strategically laid out to show how a properly landscaped exterior can have a positive impact on the greater environment by showcasing the best plants for Florida climates and soils.Leading up to the grand opening of the exhibit, our agency put together a public and media relations plan. We drafted and distributed several press releases and media alerts to give local and national media ample notice of the upcoming attraction. We designed and sent out customized e-blast VIP invitations to key media contacts for the grand opening event. Community stakeholders and local schools, churches and community centers also received invitations for the grand opening event.

Our team secured attendance and support from local government; an invitation-only ribbon-cutting ceremony led by Ft. Myers Mayor Randy Henderson took place and the grand opening day was declared “Project EverGreen/Imaginarium Day.” Tessa LeSage, Lee County Office of Sustainability manager, reinforced the City’s proclamation, which our agency drafted.

In an effort to further promote the exhibit and Project EverGreen’s mission, our team educated the public by managing the Project EverGreen Ft. Myers microsite, updating it on a regular basis with posts and photos of exhibit progressions as it was constructed. All material Massey Communications put forth to the public on this project made sure to relay that the exhibit focuses on the forefront of green innovation and encourages the community to plant in a more environmentally-friendly manner.

Our Director of Public Relations Services was present for the event grand opening, making sure it ran smoothly and that the media received the information and photos they needed. Post-event, our PR team followed-up with media interested in running articles in nationally-read industry publications such as Landscape Architect Business and TURF NEWS. Our publicity efforts were well-received.

Making it Pop

Overall, Project EverGreen’s grand opening exhibit was a well-attended and covered event thanks to our media and community relations efforts. Approximately 45 supporters including the Mayor, sponsors and volunteers showed their enthusiasm for the green space. Project EverGreen continues to see high traffic to its exhibit and recognition on a national scale in the media.


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