Greenleaf Nursery launches Gen X, Y marketing program

Greenleaf Nursery in Park Hill, Okla., will launch a marketing program this spring designed to appeal to Generations X and Y consumers. O₂: Planting for the Future targets busy families with school-age children.

Program materials will emphasize the importance of oxygen and its role in the ecosystem. Greenleaf will offer plant tags, banners and point-of-purchase materials supporting this initiative. The nursery’s sales reps will also assist garden centers in setting up special events for children.

“We wanted to keep the program on a positive point of reference, showing all that plants do for us,” said Jim Thompson, Greenleaf’s vice president of marketing. “We also wanted to address Generation X and Y’s lack of interest in gardening.”

The program is exclusively available to independent garden centers during its first year. Greenleaf is footing the costs of the plant tags. Banners and POP materials are being handled by a third-party vendor. The company will also set up a Web site to offer online activities and resources.

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For more: Greenleaf Nursery, (800) 331-2982; www.greenleafnursery.com.