Green School marketing plan
Throughout this site there are links to documents of various file types. Please contact our Statewide Program Leader if you require this information in a different format.
Marketing Plan for WSU Extension Washington Green School and the WSU Extension Master Gardener Program
Creating a greener future by increasing awareness and participation in research-based sustainable garden practices.
WSU Extension Washington Green School
Washington Gardener Certificate learners
- Home gardeners, aspiring gardeners and seasoned gardeners
- Educators and students interested in sustainable horticultural practices
- Green Industry professionals such as landscapers, garden designers, parks departments and employees, organic farmers, florists, etc.
- Certified WSU Extension Master Gardeners wanting to take a refresher course
This plan is intended for use by WSU Extension Master Gardener Coordinators and WSU Extension Master Gardener volunteers to market and publicize both tracks of the WSU Extension Washington Green School (Green School).
Not all strategies will work for all counties. Please choose strategies that work best for the local Program.
Goal
To successfully promote the WSU Extension Green School, increase awareness and interest in research-based sustainable garden practices, and achieve registration targets for both the Washington Gardener Certificate and WSU Extension Master Gardener Certification.
WSU Extension Master Gardener Program
Extension Master Gardener Volunteer learners
- Garden enthusiasts of all ages (18 and over)
- Your gardening friends and relatives
- Community-minded gardeners
- Garden clubs
- Retired green industry professionals
- Retired horticulturists
Objectives
- Our objective is to raise awareness of the Washington Green School and its online course beginning in April 2025.
- Achieve registration target of 300 for the Washington Gardener Certificate track by September 30, 2025.
- Achieve registration target of 475 for the Extension Master Gardener certification track by September 30.
Timeline
The timeline in the table below offers ideas for how to use the marketing assets to publicize Green School.
Washington Gardener Certificate Learners:
- Home gardeners, aspiring gardeners and seasoned gardeners alike.
- Messaging ideas include a new program from WSU is just for you; grow your gardening skills and knowledge, learn from the same research-based curriculum as required for Extension Master Gardener volunteers, etc.
- Green Industry professionals such as landscapers, garden designers, parks departments and employees, organic farmers, florists, etc.
- Messaging ideas include strengthen your horticulture knowledge; enhance your resume; promote your business; earn a Washington Gardener Certificate, etc.
- Home gardeners and green industry professionals.
- Learn research-based horticulture during a time and in a place that works best for you. Register for Green School, WSU’s newest online and flexible offering.
Extension Master Gardener (EMG) Program Learners:
- Garden enthusiasts of all ages, your gardening friends and relatives, community-minded gardeners, garden clubs, retired green industry professionals, retired horticulturists.
- Messaging ideas to promote becoming an EMG include who we are, what we do, and why we do it; make a difference in your community through gardening; gain lifelong learning opportunities; connect with like-minded people; share your knowledge with others to protect the environment; how to become an EMG.
Assets
- Sample social media posts
- Social media graphics
- Curated list of hashtags
- Sample press releases
- Sample emails to groups like gardening clubs
- Sample emails to industry partners
- East and West side media contact lists
- Tips sheet for effective marketing
- Ready for print:
- Green School banner
- Green School poster
- Green School rack cared
- Green School wordmark – vertical and horizontal
Find these at For Master Gardeners | Master Gardener Program | Washington State University
Sample Facebook post from available materials. Feel free to mix and match.
Tip:
Plan ahead for social media success! Review the timeline below, set calendar reminders for your content creation, and take advantage of Facebook and Instagram’s scheduling tools to stay ahead of the game.
| Month | Track | Activities | Frequency |
|---|---|---|---|
| February | Develop marketing materials, create website and social media campaign. | ||
| March | Launch website and continue developing social media campaign. | ||
| April | EMG Volunteer | Promote messages in your county through social media campaign, including social media ads and email newsletters. Publicize at local events – plant sales, farmers’ markets, plant clinics, presentations. Connect with local garden clubs. Share CAHNRS article about Washington Green School. Aspiring gardeners, established green thumbs to benefit from new WSU Extension program | CAHNRS News | Washington State University | Post to Facebook and Instagram once weekly. Share CAHNRS article. |
| Washington Gardener Certificate | Same as above plus: Connect with local industry such as city and county parks departments, landscapers, and other green industry professionals. | Post to Facebook and Instagram twice in April. | |
| May | EMG Volunteer | Promote messages in your county through social media campaign, including social media ads and email newsletters. Publicize at local events – plant sales, farmers’ markets, plant clinics, presentations. Connect with local garden clubs. | Post to Facebook and Instagram three times in May. |
| Washington Gardener Certificate | Same as above plus: Connect with local industry such as city and county parks departments, landscapers, and other green industry professionals. | Post to Facebook and Instagram three times in May. | |
| June | EMG Volunteer | Participate in local events and fairs. Continue social media efforts as outlined in April and May. Utilize specific “‘apply to become an EMG” in social media posts. | Post to Facebook and Instagram three to four times in June. Be specific about the application period in your county. |
| Washington Gardener Certificate | Continue to promote Green School as outlined in April and May. | Post to Facebook and Instagram three times in June. | |
| July | EMG Volunteer | Your focus this month should be the application period is now open and how to apply to become an EMG in your county. (If your application period is different, adjust your message in that month.) Use the same efforts and methods to get the word out as previous months. | Post to Facebook and Instagram weekly in July. |
| Washington Gardener Certificate | Messaging in July could be to “get ready, registration opens next month!”. Use the same efforts and methods to get the word out as previous months. | Post to Facebook and Instagram three times in July. | |
| August | EMG Volunteer | Continue focus on increasing applications for county Extension Master Gardener Programs. Post your county application deadline. Use the same efforts and methods to get the word out as previous months, including county fairs. | Post to Facebook and Instagram weekly in August. Be sure to make application deadline clear. |
| Washington Gardener Certificate | Promote the opportunity to earn a Washington Gardener Certificate. August 15: Green School registration opens, utilize register today posts. Use the same efforts and methods to get the word out as previous months, including county fairs. | Post to Facebook and Instagram weekly in August. | |
| September | EMG Volunteer | Most counties have closed their application period by now. Your focus this month should be on highlighting the EMG program and who we are, what we do, and why we do it. You could also post the opportunity to learn research-based sustainable gardening practices by registering for Green School if they missed the application deadline. | Continue regularly posting about the EMG program |
| Washington Gardener Certificate | Your focus this month should be on registering for Green School to earn the WA Gardener Certificate. September 30: Green School registration closes. Create an urgency to sign up before the deadline. The course will not be offered again until Fall/Winter of 2026-2027. | Post to Facebook and Instagram weekly in September. Post reminders about deadlines three times in the final two weeks. One reminder post should be posted on September 29. | |
| October | EMG Volunteer and Green School | Conduct final evaluation and report on outcomes, plan for future initiatives. |
Strategies
1. Digital Marketing Campaign
- Develop engaging social media content (posts, stories, videos) across platforms like Facebook, Instagram, and LinkedIn to promote the course and certification.
- Run targeted social media ads to reach specific demographics interested in gardening and sustainability.
- Produce email newsletters to current and potential participants highlighting the benefits and features of each course option/track.
2. Content Marketing
- Write blog posts and articles on sustainable gardening practices and the benefits of the Washington Green School and/or the Extension Master Gardener Program.
- Collaborate with gardening influencers and bloggers to review and promote the courses.
3. Partnerships and Collaborations
- Partner with local gardening clubs, environmental organizations, and schools to promote the course options.
- Collaborate with local media (newspapers, radio, and TV) to feature stories on the Washington Green School and/or the Extension Master Gardener Program.
- Engage with county Extension offices to promote Green School through their channels.
- Share Green School with other state Extension programs.
4. Events and Workshops
- Promote at statewide events such as the Northwest Flower & Garden Festival and WSU Extension Master Gardener Advanced Education Conference.
- Organize webinars and Q&A sessions about Green School and/or the opportunity to become an Extension Master Gardener volunteer.
- Promote at local events, such as plant sales, education classes, fairs, farmers’ markets, and other community events.