When we started working with Proven Winners in 1993, the organization was mostly an idea – to brand live plants through patents on
specific hybrids. Today, Proven Winners is a multibillion-dollar organization
with distribution throughout the U.S. and Canada. The company is recognized as
a leader in the industry and for its innovative approach to marketing plants.
Built company to be a world-renowned international plant brand
Produced successful radio campaigns throughout the U.S. and Canada
Fostered award-winning trade recognition
Early advertising for Proven Winners was strictly B2B, focusing on trade publications directed toward ornamental plant growers and retail garden centers. Today, its advertising also includes radio and television in major markets throughout the U.S. and Canada.
Proven Winners had a great name and a logo when we came on board, but nothing else to represent the brand. From style and messaging to implementation of the new brand, Oster and Associates developed a direction for consistency in brand representation that has stayed with the organization for over 25 years.
A brand needs a website, but the interactive programs for Proven Winners have provided a foundation for growing retailer involvement, consumer response and brand recognition. The use of videos, animation and accessible photography have made the process of building the brand move in a rapid forward progression.
The Proven Winners target market was everything from grower and retailer trade publications to national consumer magazines and radio throughout the U.S. and Canada and television in selected markets. Tied to all of this have been digital campaigns that are strongly geotargeted and focused on people who are passionate about gardening.
As an ideal way to reach consumers nationwide in an affordable way, the PR approach for Proven Winners has given them a presence on TV home improvement/gardening shows, in garden magazines, business press and product placements. With a consistent focus on storytelling, Oster and Associates has found a wealth of ideas in design, interesting plants, their origins and changing trends in home décor and outdoor living.
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