Marketing snapshot - Hortlink 2017, edition 2

This Hort Innovation Nursery Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 2.

Hort Innovation’s marketing for the nursery industry is all about the 202020 Vision – a movement to increase urban green space by 20 per cent by the year 2020. The 202020 Vision is a collaborative initiative involving over 400 industries, councils, state and federal government bodies, business, not-for-profits and academic institutes, all working together to increase and improve urban green space.

Its website, www.202020vision.com.au, includes detailed information and all resources produced under it for growers, green-space decision-makers, other collaborators and more.

Here’s a snapshot of recent activity under the 202020 Vision…

‘Park It’ guide for communities

Delivered in partnership with The Neighbourhood Project and Co Design Studio, the ‘Park It’ initiative provides a step-by-step video and a guide to help communities turn a grey space into green space. Advice includes how to garner neighbourhood support, create an action plan for the community, how to make getting involved fun and more – and is ultimately about empowering people to make a positive, green change.

The resources are available at www.202020vision.com.au/parkit.

‘How to get people there’ program

From talking with local councils, it’s been identified that if a green space area isn’t being used by a community, it’s more likely to be rezoned for development. So this activity is designed to inspire Australians to go out and enjoy the green spaces available to them. It’s based on showcasing the benefits of green space, as identified by Kylie Legge (a leading ‘placemaking’ consultant, who you can read about here).

Kylie has identified five key dimensions to creating spaces people love:

• Belonging
• Wellbeing
• Inspiration
• Play
• Nourishment

To spread the message to Australians to go out and enjoy green space, the 202020 Vision has worked with Time Out magazine to put together an online feature showcasing the 40 top parks in Australia – with those parks being rated on their ability to deliver on the five key benefits above.

Time Out was chosen as the media partner to get out this message as it is national, known for content that influences how people socialise and spend their spare time, and speaks to not only the Australian audience, but also tourists.

My Park Rules competition

As previously reported in Hortlink, in 2016 the My Park Rules competition was run, encouraging school communities across Australia to submit their under-loved park or grey space for a chance to win a $100,000 transformation for a well-designed greener future, including 320 plants and trees. Selected from over 80 entrants, Marrickville Public School in the inner west of Sydney is now the beneficiary of a brand-new space to benefit the whole community. Work commenced on their space on April 10 (pictured below).