Marketing Strategy for government case study: The Yarralumla Nursery

In this marketing strategy for government case study we look at what we achieved for Yarralumla Nursery.

The Yarralumla Nursery is the largest wholesale nursery in the southern tablelands, occupying an 11-ha site on the Weston Park peninsula in Yarralumla.

Celebrating its centenary in 2014, the Nursery sells high-quality, competitively priced plants to landscape, wholesale and retail industries; Landcare groups, local and state governments and the Australian Government.

The Nursery is a business unit within the broader Transport Canberra and Business Services group.

The Brief

The Sustainable Marketing Services team was engaged in 2012/2013 to help give the Nursery a more commercial approach to marketing.

The scope included customer research, brand strategy, marketing strategy, marketing systems and mentoring.

A decade later, in 2023, Sustainable Marketing Services was engaged to update the Nursery’s strategic marketing plan and to conduct in-depth customer research.

2012

1. Brand Strategy: Positioning the Yarralumla Nursery as the “leading horticultural expert for cold climate natives”. This included a brand audit, workshops and recommendations on bringing the visual brand to life in the Nursery.
2. Strategic Marketing Plan: Creating an integrated traditional and digital three-year strategic marketing plan, which also included initial customer research.
3. Marketing systems: Creating various marketing tools to help manage marketing, including marketing calendar, marketing budget, marketing work in progress and sales systems documents.
4. Marketing mentoring: Advised on the campaign plan for the 100-year centenary celebration and provided marketing mentoring to the new marketing coordinator.

2023

1. Brand Strategy: Refining the core brand values that support the brand positioning to reflect changes in the business and market.
2. Strategic Marketing Plan: Created a new integrated traditional and digital three-year strategic marketing plan that reflected changes in their target audience and product range.
3. Customer Journey: Creating customer journeys for each key audience and aligning the different marketing strategies to each stage of the customer journey.
4. Digital Strategy: Providing recommendations on the strategy, navigation and content for a new website.
5. Customer research: Designing and building a customer survey to generate insights to help the Nursery make more informed decisions.

The results we achieved using a marketing strategy for government included giving a government organisation a more commercial approach and a roadmap to support their business objectives.