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posting on behalf of Jacqueline Venner

  • Subject: [cg] posting on behalf of Jacqueline Venner
  • From: "Anna Wasescha" <ariel@tc.umn.edu>
  • Date: Mon, 16 Feb 2004 14:11:32 -0600
  • Importance: Normal

Title: Message
Hello all,

I would like to call your attention to the Longwood Graduate Program Symposium planned for March 18 & 19, 2004, entitled C! reative Approaches to Expanding Your Audience. The focus of this event is to inform public horticulture and other nonprofit professionals of ways to use collaborations, special programs, marketing, and the press to expand and diversify their audiences.

See the session descriptions below, but please check the program’s website at www.udel.edu/LongwoodGrad or call Gerry Zuka at (302) 831-2517 or reply directly to this email address for more information. Besides these great sessions, this symposium will feature Roundtable Discussions focusing on several areas and allowing registrants to share their experiences and ideas. If you are involved with a public garden, arboretum, nature center, botanic garden, or museum, or know someone who is, we would love to see you there!

Best to all,

Jacqueline Venner

Session Descriptions

Innovation Within Tradition
Tres Fromme, Longwood Gardens

Longwood initiates planning and! design processes based on a strong leadership culture. Projects focus resources on maintaining and enhancing existing spaces and features rather than expanding the gardens. Longwood always seeks to remain relevant and pertinent to visitors by engaging their enthusiasm. Simultaneously Longwood continually enhances Mr. du Pont’s legacy and the Gardens’ core identity. Balancing between these two directions is critical to the Gardens’ future viability.

Integrating Mission, Institution, and Community
Alan Emery, KIVU Nature

Imagine a continuing conversation between community and institution to plan and implement an integrated program of activities. In this continuing conversation, the institution provides content experts, the community provides context and wisdom, and the institutional mission frames all activities. Over time, feedback loops deepen and enrich the integration of community and institution in rewarding activities focused on mutually important issues. Fina! ncing and relevance are automatic consequences of the conversation and program.

Connecting with Community – Collaborations and Partnerships
Meryl Levitz, Greater Philadelphia Tourism Marketing Corporation (GPTMC)

Meryl will discuss the importance and benefits of developing strong partnerships, how partnerships can build relevance within your community, and how to find organizations interested in partnering with your organization. Her discussion will include how to establish, develop and maintain a mutually beneficial relationship with a variety of organizations and by providing examples of successful partnerships to build audience and community relevance for an organization.

Making an Historic Garden Hip
Alexander Reford, Reford Gardens (Jardins de Métis)

Because of its relative isolation, the Reford Gardens (Jardins de Métis) has employed ingenuity and innovation in order to attract visitors. The International Garden Festival, established in 2000, i! s now one of the leading contemporary garden events in the world. The Metis River Park, opened in 2002, challenged traditional methods of nature interpretation. Reford will discuss the creative process behind these contemporary interventions that challenge traditional perceptions of gardens and garden programming.

The Media & The Public Garden
Paul Tukey, People Places & Plants

Paul will provide a demonstration of the myriad methods to gain publicity for a public garden through newspapers, internet, radio, TV and more. His session will include how to utilize media to promote programs and build audience for events at your garden, and methods to develop relationships with free lance garden writers, writers for newspaper or magazine publications, and local radio and television stations.

Put Marketing to Work – Top Tips for Building Audience and Community Relevance
Nancy Schwartz, Nancy Schwartz & Company

Nonprofit marketing expert Nancy Schw! artz will outline why marketing is so vital to your organization's success. She will discuss how marketing differs from public relations and advertising and provide concrete how-tos, guiding you on when and how to plan the right marketing program, what it will cost, how to choose the right firm or staff, and how to measure impact. Nancy will illustrate her presentation with case studies of nonprofit marketing initiatives that generated significant results.

Jacqueline Venner
Longwood Fellow
126 Townsend Hall
Newark, DE 19711-2106
Anna Wasescha
1312 Dayton Avenue
Saint Paul, Minnesota  55104
651.646.8733 (phone)
651.646.0034 (fax)

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