iBulb is on a mission to inspire gardeners to “Fall… in Love with Spring Bulbs.”
iBulb is an organization that inspires new gardeners and reminds returning gardeners when is the right time to start planting bulbs. They promote and market flower bulbs to a global audience as well as conduct technical research into these products.
Part organizer, part problem-solver, Katie Dubow’s business acumen developed early. Employing friends, other seven-year-olds, she directed a successful envelope stuffing and stamp licking operation for her mother’s public relations firm, Garden Media.
Flash forward 25 years, Katie is continuing the family tradition by introducing her daughters, Quinn and Reese, to the business of horticulture PR. Together, they aim to bring gardening to a new demographic and convince people that brown thumbs can, in fact, be turned green.
In her spare time she practices Bikram yoga, mixes a mean cocktail and of course, gardens excessively.
iBulb hires Garden Media to grow demand for fall-planted bulbs
When the first sign of warm weather is the yellow splash of daffodils, it’s easy to convince people to plant bulbs, but months earlier when those spring flowering bulbs need to be planted, people tend to forget to buy them.
Presented with this challenge of igniting passion and reminding gardeners to plant spring flowering bulbs, Garden Media Group created “Fall… in Love with Spring Bulbs”, a campaign for iBulb, the flower bulb association based in The Netherlands.
“We needed to inspire new gardeners and remind returning gardeners now is the time to start planting fall bulbs for gorgeous spring blooms.” explains Anne Verdoes, marketing coordinator at Bulb.com which represents members throughout the world. “We wanted to ensure the love of bulbs continues to grow.”
Verdoes says Garden Media’s creative proposal did just that. “The public relations and social media campaign matched our core values and gave us confidence that our goals would be reached.”
Katie Dubow, creative director at Garden Media, says bulbs are in Garden Media’s DNA. “We’ve worked with a number of bulb companies over the years. In fact, one of Garden Media’s first clients sold bulbs online out of Holland,” she explains.
The campaign, which plays on the word “fall” as both a noun and a verb, aligns common fall activities with planting bulbs. “Our goal is to make planting bulbs in the fall as synonymous as pumpkin spice.”
Garden Media created a similar campaign for Costa Farms. For more than 10 years, O2 for You has raised the profile of houseplants and increased the value of the indoor plant industry as a whole.
Verdous heard about Garden Media through one of their American members. They were talking about the results that Garden Media was getting for their clients. “Garden Media has a reputation for driving online traffic and building brands on social media. We are looking forward to seeing what its team will accomplish,” said Verdoes.
For more information about flowering bulbs, visit Bulb.com.