Celebrating with Signs!
by Tom Kegley
Signage in your Garden Center can be one of the most effective, efficient, and timely marketing tools in the toolbox. This year marks the 50th year of business for Fairview Greenhouses and Garden Center in Raleigh, NC. As part of the commemoration, I was proud and pleased to work with Fairview’s Heather Rollins to create a set of large format banners honoring Fairview founder, Jo Ann Dewar and the 3-generation tradition of the ‘Fairview Family’ she has dedicated her working life to (and still does to this day!)
In addition to banners featuring Jo Ann and family, we took the opportunity to update a series of banners used as backdrops to the shade perennials section of the garden center and entrance to the large greenhouse shopping area. Finally, a 50th-anniversary logo was created to enhance various messages throughout the year of celebration.
Three family banners were designed in two sizes (8x3ft and 11x9ft). Scenes were composed using images from a photo shoot that featured Jo Ann surrounded by family and friends and the plants she loves. The banners hang in prominent locations for foot traffic and drive-by traffic.
Four more banners, 12x4.25ft each were produced for colorful and striking backdrops to the garden center's covered shade plant area. The shade section is also a passage to the retail greenhouse. Shade-focused banners display a montage of beautiful macro images of popular perennial offerings. Photos were gathered from the Fairview photo library and license-stock sources. Jo Ann welcomes shoppers into her greenhouse on two more banners. Decorative and informative, these elongated formats are an excellent utilization of wall space.
Banners were printed and installed by one of Fairview’s local vendors. The banner material for printing was a combination of mesh and solid vinyl to suit the setting. Hems and grommets were added for strength and application.
This (enjoyable!) project demonstrates the powerful potential of large-format signage and signage in general as an integral part of the in-store marketing message.
I’ll speak at length about various facets of signage in the Garden Center at my Tuesday breakout session at The Fall Event 2024 - ‘Sign Up! Make the Most of Your In-store Signage’. I’ll touch on the function and form of signs, the many options available today for production, and sources within the Group ready to help you develop your sign programs.
I look forward to seeing you at The Fall Event!
Tom Kegley serves of The Group's "Chief Envisioner" and has broad and innovative experience on local, regional, national and international levels with trade and consumer brand creation and management.
Having played key roles in the development, introduction, and maintenance of plant brands and products directed to gardeners, Tom Kegley's work includes hands-on creation of in-store messaging and consumer outreach through print and electronic media.
As a creative resource for The Garden Center Group, Tom Kegley Communications can help define the quintessential value of your garden center brand, align that essence at all constituent touch points, and coordinate the message across all appropriate channels.
Visit: https://tomkegley.com
for more information and insights into their growing toolbox of IGC solutions!
Contact: [email protected]
Tel: 843.991.4366
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