Who We Are What We Do Category Expertise Hispanic Marketing Case Studies Newsroom Careers Contact Us

The Challenge

As the leading grower of premium garden plants, Monrovia sells through 5,000 independent garden centers nationwide. We needed to help Monrovia transform a perceived commodity into a highly desirable, differentiated brand worth paying more for.

The Insight

Educating consumers about why Monrovia's plants are healthier, hardier and more beautiful than the competitors' was key to the strategy. At the same time, it was important to let the trade know that Monrovia is their partner and through its marketing sending consumers to the independent garden centers, versus hardware and discount stores where competitors' plants are sold.

The Results

Our integrated campaign for Monrovia blends a website experience, customer relations management (CRM e-newsletters) public relations, social media, and online and offline advertising (broadcast, print, paid search, online display) to help generate higher margins not only for Monrovia but also for their nursery retailer partners. Monrovia has expanded its number of growing locations from three to five, and research shows that top-of-mind brand awareness has climbed steadily from almost zero to 34%.

 
Consumer Ads
Trade Ad
eNewsletters
 

Home & Garden News

Testimonials

"Teams on both sides work in collaboration for a positive end result." -- Al Keahi, Managing Director, Tahiti Tourisme North America

"The integrated approach used by The Phelps Group allows us (our company and our team at the agency) to maximize efforts in advertising, public relations and even with our promotions." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"With our extremely tight deadlines and often very short planning windows - the agency’s ability to deliver on time / on strategy is appreciated." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"I'm a marketer who believes that good marketing is Marketing + Public/Media Relations soooo any media opportunity that crosses my desk that works strategically I am all over it! Thanks again to The Phelps Group – they did a great job in helping us make this successful." -- Yvonne Hamilton, Marketing Supervisor, Whole Foods Market Colorado Springs

"It's refreshing to work with an agency that appears to genuinely care about the business and not see it as just a revenue source. The client service, the constant willingness to help in any way possible, and the attention to detail on top of very good work make the agency hard to match." -- David Collins, Director of Marketing, Public Storage

"I like The Phelps Group approach. They build a team of individuals around my business that I work closely with day-in and day-out on everything from strategy to tactics. Everyone on the team talks candidly about the business and this leads to solid thinking and excellent results." -- Tim Bosveld, VP, Marketing, Dunn-Edwards Paints

"With the longevity of our relationship with the agency, they have a very in-depth knowledge of our business, our partners, strategies, objectives and overall goals." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

Stay Connected