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Boost University Community Garden

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Boost University Community Garden

  1. 1. LUISS Community Garden Challenge Group 4 Greta Porto Valerio Ghizzoni Giulia Lulli Mariangela Coscarella Giulio Giustino
  2. 2. Introduction  Born in 2014, the LUISS Community Gardening project was conceived of LabGov students. The garden is a greenhouse for social innovation, a model of collaborative green governance, and is designed to unite three areas of research: the environment, agriculture and nutrition.  Currently the Luiss Community Garden has a low awareness and few students take part to the activities. Orto Luiss
  3. 3. Swot Luiss Stenghts creation of a community sense; transmission of ecosostenible valuesl. Weaknesses bad promotion on position in the campus; few activities and workshops; scarse enhancement of products. Opportunities usage of food coltivated in the canteen and the bar; organisation of events attracting external people. Threats bad reputation of the Luiss campus.
  4. 4. POSITIONING MAP Activities ++ Education Entrateinment ● St.Andrews ● Harvard ● Xavier ● S.Francisco ● Politecnico Milano ● Memorial University ● Melbourne ● Michigan Activities -- ● Luiss ● Windsor
  5. 5. Competitors Analysis Two groups are considered in the structure of the positioning map. - on the orizontal axis: Activities --: few events and programs Activities ++: events and workshops, active participation - On the vertical axis: Education: purpose of learning new green skills and techniques Entrateinment: spending free time enjoing the garden As it can be seen from the positioning map, the community gardens of the Italian Universities focus on a more educational purpose. They lack of activities and this represents the main issue. Regarding the Luiss community garden, the main problem is the inadequate awareness of students about this green space; this is also due to the fact that the university does not organise and promote enough activities and events. A possible solution could be increase programs not only based on educational aims but also share green values in a «funny» and interesting way.
  6. 6. Target profile  Socio-demo: male and female students, age range 20-24.  Habits & practices: spending time with friends, walking around the campus  Trial barriers: no particular social barriers emerged from the interviews;  Unmet needs & desires: lack of specific incentives to participate, like credits and resume skills; lack of more structured and guided activities;  Receptivity: scarce, almost inexistent awareness due to poor promotion of the place  Influences: friends and colleagues represent the main positive influence
  7. 7. The new concept  After conducting a Swot analysis on the Luiss Community Garden, we developed a new concept of «ORTO» Luiss. From abandoned garden to pulsating heart of the campus. This will be our new «Community Garden». The new concept has these three objectives: improve the awareness through a better promotion, increase internal and external engagement in order to spread ecosustenability and green values; organise and implement new activities. Promotion Engagement Activities
  8. 8. Concept test  We tested the new concept by submitting a survey to the Luiss students. About 100 students took part at the survey. Questions about promotion through an «on-the-floor path» and installation of a juicer booth were asked. 74% 26% 83% 9% 9%
  9. 9. Marketing mix M1 M2 M3 M4 M5 M6 Facebook Instagram Event DIGITALPR Page Opening Newsletter € 1.500 € 7.000 Page Opening Call to action - #LuissGreenHeart € 1.500 Info post sharing and Fb ads - #LuissGreenHeart Events promo and fruit/vegetable of the month

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