The Master Gardener program trains volunteers extensively in gardening to answer community questions. A PR plan aims to raise awareness, recruit volunteers, and gain donations. The plan targets suburban residents aged 55-65 through press releases, PSAs, brochures, and a blog about program events and gardening tips. Tactics will promote the lilac festival plant sale, gardening symposium, and market/fair appearances. Measurable goals include increased media coverage, more volunteers, and private donations to support the program's community beautification efforts.

1. Public Relation Plan
By Shanna Nitto
Rochester institute of Technology
Public Relations Writing
Spring 2012

2. Table of Content
Executive Summary 1
Statement of Purpose 2
Situational Analysis 3
Plan 4
Target Audience 5
Time line 7
Conclusion 8

3. Executive Summary
The extension Master Gardner Program started in 1972 in Washington State. The Upstate
New York chapter is being run through the Cornell University Department of Horticulture. The
program trains men and woman in subjects such as basic botany, soils testing, entomology,
plant pathology, pesticide safety, pest management and vegetable gardening. Extensive
training is done in order to be prepared to answer any complex question an individual may
have. The more prepared and educated the Master Gardeners are about their community
the better equipped they are to help. This training is 70 hours of classroom sessions over 3
months, and each member commits to 50 hours of service in the first year. The program
hosts a helpline staffed by volunteers to provide information and gardening problem solving.
During the spring and summer the volunteers are active in maintaining and teaching
residence and their personal gardens.
The “Rustlers” are a major part of the Master Gardeners program, these are Master
Gardeners and laborers called upon by individuals to go out to their homes and winterize
their gardens. This includes thinning and pulling various plants that will not survive the cold.
The Master Gardeners then take it upon themselves to tend to the harvested plants over the
winter in preparation to sell them as fund raising items throughout the spring.
Company Overview
Ever wondered how to become a better gardener? The Master Gardener program of
Monroe Country extensively trains its volunteers in many aspects of home gardening. The
Master Gardener program should take advantage of the fact that it is one of the only
educated gardening programs in Rochester. A key aspect of recruiting more volunteers
is knowing who to target. Suburban and rural residents between the ages of 55 and 65
years old will be an ideal target for the program. The program could benefit greatly from
a Public Relations plan. The program would get more media coverage for the events and
community outreach that it does throughout the year. Tools such as news releases, public
service announcements, brochures and on-line elements will be deployed and maintained
throughout the year in light of upcoming events. The Master Gardener program in a
growing program and can benefit from help and support of the community it strives to
beautify.
1

4. 2
Statement of Purpose
Create awareness of
The Master Gardener program
within Monroe County.
In efforts to recruit
new volunteers and
private donations.

5. 3
Situational Analysis
Like many other states New York is no stranger to environmental concerns. Landfill
dumping in Rochester and nearby Bergin continues to threaten the landscape. Along
with the ever growing pollution in Rochester due to factors including energy, fossil fueled
transportation, mobile toxins from vehicles, particulates in the air from wood stoves, etc.
Rochester is the 3rd most populated city in New York State after New York City and Buffalo.
The population grows approximately 300 people each year, and was up to 210,850 people
in 2011. New York State is rated the 8th highest polluter of carbon dioxide at 3.37 percent of
the total U.S. carbon footprint. It is hard to determine the exact percent of emissions coming
from Rochester. Programs big and small can help with the conservation of Monroe County.
There are other programs geared toward gardening other than just The Master
Gardeners, yet none with the extensive training and experience of the Master Gardeners.
Each year the Master Gardeners receive approximately 100 applications and except 30
new gardeners. Programs through the Rochester Civic Garden Center are a collection
of individual hobbyist gardeners. The Rochester Landscape Technicians Program trains
individuals in the labor intensive landscaping industry.
Currently The Master Gardeners program sends out press releases to a wide list of media
outlets prior to events. Karen Klingenberger Cornell Cooperative Extension Volunteer
Coordinators stated that “in spite of our press releases, we get very little response”. The
public relations for the group is done by volunteers and it is unknown if the volunteers have
any public relations knowledge or background. It is understandable that since the program
is a non-profit it would not spend money on public relations.
No public relations efforts are made toward the program’s initiatives, what services it
offer to the community or to recruit new volunteers. To get new volunteers the program
seems to use word of mouth publicity.
Residents are probably unaware that then though the program is backed by Cornell
University the legislature has pulled much of the funding for the program and that the
program has to rely on the kindness of the community to sustain its’ operations.

6. 4
Plan
Goals and Objectives
The desired outcome of a public relations plan for the Monroe County Master Gardeners
would be:
1. Geared toward more media coverage of the program and its benefits
2. To recruit more volunteers so the program can expand in terms of “muscle” and
manpower,
3. Get attention of those willing to make private donations.
4. A large goal of an updated public relation plan is to educate the community of the
benefits to beautifying and sustaining the community they live in.
Strategy and Tactics
• Press Releases will be sent out to local newspapers such as the Democrat and
Chronicle, Gates-Chili post, Penny Saver and Henrietta Post prior to the lilac festival explain
the sale of plants, as well as the opportunity to get feedback from the Master Gardeners
about home gardening. As well as before the Gathering of Gardeners Symposium (open
to the public) which is a conference of horticultural professionals speaking on various
topics.
• PSA will be produced and airs prior to events listed above. The announcements will
encourage volunteer enlistment and announcement of events.
• Brochures will be produced and handed out at events such as the Rochester Public
Market, Lilac Festival and Flower City Days. These brochures will outline the benefits of the
program, its’ involvement in the community and how volunteers can apply. The brochures
will be promotional items to encourage new volunteers and private donations.
• A blog will be produced to give the community a constant communication with
the expertise of The Master Gardeners. The blog posts will be tips and tricks as well as a
question and answer feedback area. Event schedules and links to related links and The
Master Gardener’s site, will also be included.

7. 5
Target Audience
The Master Gardeners will target individuals interested in volunteering as well as
those wanting to donate to the program privately. As well as spark interest in local
media outlets.
• Rural and suburban areas (all towns/villages outside of downtown Rochester)
• Total Rochester population 219,773 people
Male and female
• 45-70 years old
• 45 – 54 years old – 11.38% of population
• 55- 59 years old – 3.82% of population
• 60 – 64 years old – 2.89% of population
• 65 74 years old – 4.55% of population
• Primarily retired persons
• Individuals over the age of 65 – 10% of population
• Middle to upper class
• Household income between 50 -80 thousand.
• Mean household income in 2011 - $64,453
• Children in college or recently “empty nesters”
• Average age an individual enters college – 18-24 years old
• 18 – 24 year olds in Rochester 7.14% - 8.39%
• Approximately 50% of students leave home for their first year of college
• Leaving 3.57% - 4.20% “empty nesters”
Demographics

8. 6
Target Audience
• Born and raised in area
• Strong ties to the community
• Feels that their free time can be well spent improving the community
• Believe that maintenance of their personal landscape is a status symbol
*Private donors will be of the same demographic and psychographic segment, yet
are not yet retired and feel that they do not have time to commit to the program.
Psychographics

9. 7
Time Line
September
• News Release set out one week prior to the Gathering of Gardeners Symposium
• Blog post – winterizing your garden tips and trick. Including information on how to
contact The Master Gardeners for help or to schedule an appointment with the Rustlers.
October – April
• Continue blog posts with indoor germination tips for the winter. Links to The Master
Gardeners monthly newsletter.
May
• Press Release sent out to the Democrat and Chronicle one week prior to the Lilac
Festival. As well as a full page flier in local newspapers stating the dates of the event and
reminders of the plant sale at the Lilac Festival.
• Press Release sent out at the beginning of the month to remind people that every
Sunday in May at the Rochester Public Market is Flower City Days and The Master
Gardeners will be on hand to help and answer questions.
July
• Press release sent out to local Monroe County newspapers to notify people of The
Master Gardener’s booth at the Monroe County Fair.
• Blog posts will be made prior to local town public markets that The Master Gardeners
will be attending throughout the summer.

10. 8
Conclusion
With the use of an empowered public relations plan the Master Gardener program
will reach more of the public and show what it is capable of. How it is committed
to beautifying their communities and will enable residence of Monroe County to
improve the community through education, experience and hard work.

11. The Master Gardener Program
Public Relation Plan
Written by
Shanna Nitto
Rochester institute of Technology
Public Relations Writing
Spring 2012