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The American Grove

The American Grove. Susan Granbery, U&CF Coordinator, Georgia Forestry Commission. Objectives. Build awareness about the social, economic and environmental benefits of trees and healthy urban forests in relation to negative impacts of urban sprawl.

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The American Grove

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  1. The American Grove Susan Granbery, U&CF Coordinator, Georgia Forestry Commission

  2. Objectives Build awareness about the social, economic and environmental benefits of trees and healthy urban forests in relation to negative impacts of urban sprawl Activate citizens to plant trees on their property or in their communities to build stronger relations among family members and neighbors Promote actions that lead to the sustainability of healthy urban forests 2

  3. The Grove The Grove (www.AmericanGrove.org) brings together tree and nature enthusiasts to educate and inspire them to plant trees and protect the urban tree canopy Online community members can upload pictures and descriptions of their tree plantings, discuss issues, view events in their area and see what others are doing Although the site focuses on the Southern U.S., anyone can become a member Created by the Georgia Urban Forest Council, Georgia Forestry Commission, U.S. Forest Service The Grove member states 4

  4. The Grove Features • The Grove features: • “Ask An Arborist” Live Chat • Twitter, Facebook • Video Upload • Photo Contest • On-line donation • Logoed products • Tree Match tool • Search and Sort

  5. Online Promotions Contests • State vs. State Competition: Added 936 from Sept. 1 through Nov. 30 • Tree Planting Story Contest: Eight stories submitted during the contest, plus two additional stories since contest Online discussion • Ask an Arborist: More than 20 people participated in one of the two sessions

  6. Measuring Growth From April 30 to Dec. 13, 2010, the online community reached the following: 1,397 members 655 photos and nine videos shared 84,812 lifetime pageviews, about 4.69 pages per visit 18,465 visits from 10,439 unique visitors, with an average of 80.99 visits per day Approximately 46 percent of visitors come back more than once, with more than 36 percent coming back more than twice Approximately 35 percent of visitors look at three or more pages in the community More than 50 million impressions (including online advertising) 8

  7. State Activity States with the most visitors from April 20 to Dec. 13, 2010 include: Florida: 4,010 visitors, with a concentration in Orlando Georgia: 3,136 visitors, with a concentration in Macon Arkansas: 2,117 visitors, with a concentration in Little Rock Texas: 1,220 visitors, with a concentration in Dallas and Houston • Tennessee: 1,155 visitors, with a concentration in Nashville • North Carolina: 1,040 visitors, with a concentration in Raleigh • Alabama: 729, with a concentration in Montgomery • Louisiana: 662, with a concentration in Baton Rouge 9

  8. Demographics: Evenly divided between male and female. Generally in the 25 - 65 age range Education and income levels vary Share focus on healthy, green living (e.g., recycling, yoga, organic foods, local produce) Hobbies include outdoor activities (e.g., hiking, biking, running, gardening, volunteer work) Growing, Influential LOHAS Market Lifestyles Of Health And Sustainability (LOHAS) LOHAS market segment focused onthe environment, sustainable living, health and fitness, personal development 10

  9. Promoting The Grove • Green and LOHAS blogger outreach – Target green and LOHAS bloggers to carry the message about The Grove and to encourage registration • Facebook social ads – An inexpensive way to target potential site visitors; social ads drive traffic directly to the site; Facebook users who identify themselves around LOHAS topics: • 70,000 – Trees • 45,000 – Recycle • 600,000 – Green • 44,000 – The Environment • 200,000 – Health • 20,000 – Social Justice • Search engine marketing (SEM) – SEM is the practice of buying key words and key phrases in Google; these are paid listings located at the top and right side of the page

  10. Driving Traffic Visitors to online community came from: • Facebook (both ads and posts): 6,703 • Directly to the site: 4,524 • Google: 2,163 • AmericanGrove.org main site: 2,022 • Twitter: 449 • FUFC. org: 373 • Yahoo: 301 • GUFC.org : 166 Most popular pages within the site include: • Florida State Grove group page: 2,961 • Member listing: 2,140 • Arkansas State Grove group page: 1,728

  11. Sponsoring Overall Community Sample tile ads Sample tower ad

  12. Expansion Features • Distinctive URLs for each State • The sites feature: • Content specific to each partner’s messaging • Link to a tree match tool focusing on state specific trees • Link to partner’s PayPal donation site • Link to partner’s Café Press account, featuring partner’s branded promotional gear or The Grove branded promotional gear • Link to The American Grove online community

  13. Moving Forward • Goals for 2011 • Maintain 10,000 unique visitors in 2011 • Recruit 75 members for each new state grove group within six months of its launch • Increase total membership in The Grove to 4,000 by the end of 2011 • Secure three national media feature articles during 2011

  14. A National Plan • Forming a Grove Board • Roll out, Oversight (content and advertiser decisions) • Timeline • Four 13 week phases, 10 states per phase • Content • Process for development of State information pages • Use is content driven, planned continuous build through 2011 • Roles and Responsibilities • Clearly defined throughout roll out • Some roles will transition to Grove Board

  15. Promotions • Utilizing existing on line channels • Empowering State Ownership • Creating unique experiences • Outreach to members and national media • Media • MSL focus on national publications, broadcast, and online media

  16. Expansion Rounds

  17. Coordinator Time • Set up Your Profile • Upload pictures and create your Groves (2-4 hours total) • Welcoming new members to The Grove (30 minutes to 1 hour a day during contest) • Content • Development of State information pages (2-4 hours) • Post Blogs and Events, generate discussion (unlimited) • Promoting contests (templates available) – 15 minutes/day

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