Table of Contents
Introduction
I’m so thirsty… I wish there was
something I can do to let my owner
know about my condition.
THERE IS! It’s called
Plantlink!
Overview of Plantlink p. 1
Competition & Positioning p. 2
Target Market p. 3-6
Brand Strategy p. 7-8
Creative Brief p. 8-10
Communication Strategies p. 10-11
Contact Plan p. 12
Budget p. 12
Evaluation Research p. 13
Appendix p. 15-28
Appendix includes:
Brand Compass p. 15-16
Brand DNA p. 16-17
Internal Brand Tool p. 18
Tone of Voice (TOV) p. 19
Infographic p. 20
Survey Questions p. 21
Survey Results p. 22
Interview Questions & Results p. 23
Analysis of Client’s Ads p. 24
Competitors’ Ads p. 25-27
Point-of-Purchase (POP) p. 28

Plantlink
1
Founded by Oso Technolo-
gies, which is headquartered
in Champaign, Illinois
A consumer electronic that
measures soil moisture lev-
els and notifies its users on
when they should be watered
Key Features
Product Category & Competitive Field
Background & Direction
Its main market category is
the Internet of Things, while
its secondary industry is
gardening
Moving PlantLink into the
retail space and outsourcing
production
2018: it is estimated to have
9 billion devices in the In-
ternet of Things industry. Its
economic value is estimated
to be around $14.4 trillion.
PlantLink’s competitors
mainly reside in the garden-
ing and agricultural industry.
Partnering with different
gardening nurseries and
home improvement stores
for brand awareness
Make use of Search Engine
Optimization and social me-
dia outlets as opportunities
for category need
“Bring out the gardener in you.”
Our internet-connected system
makes properly watering your
plants easier than ever before..
Mobile Notifications & Re-
mote Monitoring:
Alerts when your plants need
to be watered and check on
plants anywhere, at any time
Plant-Specific Algorithms:
Different types of plants
can have different watering
needs; our calculations take
this into account
Watering Schedules:
Get up-to-date information
on when you need to water
next; has automatic watering
too

2
Competition & Positioning
Plantlink
Target Market
Mainly farmers
Main Purpose
To help farmers with irrigation
scheduling
Positioning
Big scale irrigation projects
Target Market
Busy and Learning
Plant-Owners
Main Purpose
To help beginner gardeners wa-
ter their plants more accurately
and enjoy a more convenient
gardening experience
Positioning
Modern, Easy-to-Use & Cost-
Effective
Target Market
Farmers
Main Purpose
Helps daily irrigation decisions,
keeps plants and crops from being
over watered, tells farmers when
moisture levels are reaching reﬁll
point
Positioning
Big-scale Agricultural Projects
Target Market
Experienced gardeners who are
growing their own plants
Main Purpose
A free interactive plant care assis-
tant available as App that reminds
to water or fertilize your plant
Positioning
Expensive, offers detailed reports
on how to take care of their plants

Target Market
THE LEARNING BUSY BEES:
These are the busy people, aged 20-35,
who work for more than 40 hours a week ,
live in urban and suburban areas
and are learning to garden.
Primary Research: Surveys
3
Our group had four different resources for our primary research: 1) A survey that we created in class
and sent out to 99 people with the help of Professor Brittany, 2) A survey that we created on our own,
which 102 people answered, 3) Interviews of potential consumers, both gardeners and non-gardeners,
and 4) Interviews with gardening store customers and employees. We will be presenting the results
from all four resources and our conclusion from the data that we acquired. This analysis will help your
company discover more about your suitable target market and the methods that you can use to reach
them.
For the analysis of these surveys and interviews, we will be discussing just the most signiﬁcant data we
found. If you need more information or clariﬁcations about the data, please refer to the results of the
surveys and interviews in the appendix section.
Class Survey
=99 total respondents
48% live in an urban area
35% live in a suburban area
17% live in a rural area 74% live in a house
26% live in an apartment
51% are male
49% are female 37% are 18-29 years old
36% are 30-39 years
18% are 40-49 years
5% are 50-59 years
4% are 60-69 years
Household income:
Less than $25,000 is 28%
$25,001 to $49,999 is 35%
$50,001 to $74,999 is 23%
$75,001 to $99,999 is 9%
$100,000 or more is 4%
Context and Demographics of Respondents
Own Survey
25% are male
75% are female
58% live in suburban areas
34% live in urban areas
8% live in rural areas
65% don’t have plants
35% have plants
90% don’t follow gardening media sources
10% do
=102 total respondents

Based on the questions, “how many hours daily do people spend on career or
studies, home improvement and household chores,” this will give us an analysis
of how busy people are and how much time they give to caring for their homes.
Another question on the survey that relates to this asks how many hours do they
spend on gardening and taking care of plants on a daily basis.
The analysis from the results of these questions already shows us that major-
ity of the respondents spend most of their day in work or school and spend little
time on home improvement, household chores and gardening.
Analysis on Target Market with Regards to Time
Analysis on Target Market with Regards to Plants
Competence
The survey asked the respondents if they currently own plants. The 78 re-
spondents who said they do also indicated the number of years they’ve had
with tending to plants. There is also a question that asks about their level of
gardening experience, whether no experience, novice, beginners, competent
proficient and experts.
The results of the data from the survey show us that most of these respond-
ents are relatively knowledgeable about gardening and plants, mostly with
beginner and competent skills with many years of experience. It is important to
consider this when analyzing what they think of the concept of PlantLink and
where they get their information and supplies for gardening.
Motivation
The 78 respondents also gave us an idea of their motivation behind gardening.
We also gave them a scale to inform us how important these different motiva-
tions are behind their gardening, whether it is a hobby, for aesthetics, for fresh
produce or herbs, environmental benefits or health benefits.
This data shows that most of these respondents enjoy gardening and treat it as a
hobby, which is also important to consider when it comes to their reactions about
PlantLink.
Problems Encountered
A scale was given to these 78 respondents stating the most important and least
important problems they encounter with plants.
This data presents that watering too much/too little is the second most important
problem that these respondents encounter when it comes to their plants, which
PlantLink is able to help with. However, majority of these respondents also don’t
have much problem with remembering to take care of their plants. The feature of
PlantLink that measures to soil moisture may be significant to these respondents
to help in watering their plants correctly, however the notification feature that tells
them when their plants need watering may not be as helpful.
4

Analysis on Target Market with Regards to Technology
In the class survey, the respondents were asked how comfortable they are with new
technology and with learning new technologies from a scale of 1-10. The survey also
asked how important control, information and guidance are to the respondents when
interacting with new technology. Another question was whether or not they have heard
of the Internet of Things before. Lastly, it asked how they feel about the increased
presence of technology in daily life.
In our own survey, 61% of the respondents said that they are experienced users with
technology. 86% said that they like learning about new technology and 46% said they
would consider using the help of technology to tend to plants.
The results from this data shows that people are very accepting and open to technology and new devices. The
objective of Category Need is essential, since not a lot of people have heard about “Internet of Things” before.
However, for PlantLink, it is also important to gain Brand Awareness by finding more ways to inform people
about PlantLink and making sure they are provided with enough information that guides them well on how to
use it. This also shows that people are very interested in learning more about new technology.
Analysis on Target Market with Regards to Reach and Placements
From the class survey, the 78 respondents indicated in the survey where they
get their information when they encounter a problem with their plants. They also
indicated in the survey where they purchase their gardening supplies. Lastly, they
were also asked about which social media outlet they use most frequently.
The results from this data reveals that Search Engine Optimization is vital when it
comes to gaining a bigger reach for those people who encounter problems with
their plants. This can be a support for the effectiveness of Google AdWords when it comes to advertising
PlantLink. Also, Word of Mouth is also vital in informing more people about the product. It also presents that
social media outlets such as Facebook, Twitter and Google+ are great sources in reaching out to more people
about the product.
For partnership opportunities, it is easier to reach plant-owners in Garden Nurseries first then home improve-
ment stores such as Home Depot. PlantLink can focus on being placed in small gardening stores first, since
more plant-owners would have the opportunity to encounter PlantLink there. Perhaps giving customers a
demo of how the device works in these nurseries would be effective in gaining a bigger reach of PlantLink’s
target market.
5

Primary Research: Interviews
7 Plant Owners
2 Non-Plant Owners
6
Gardening Store Employees
Gardening Store
Customer
“I don’t have plants because I
don’t remember to take care of
them.”
-Jessa Grandone
“Saves time (PlantLink) which is our number
one enemy.”
-Gus Velarde
“There isn’t anything better than fresh produce.”
-John Olin
Earl, could see PlantLink being use-
ful for customers, can see PlantLink
being sold at Home Depot
Danville Gardens Too, thinks the product
is cool, thinks product would be helpful,
asked if PlantLink actually exists, pos-
sibility that Plantlink could be sold here
because they do not sell any products
similar to PlantLink

Brand Strategy
The objectives we want to focus on for PlantLink is creating brand awareness. Our objective is to
increase awareness of PlantLink by 50% within a year for people age 20-35 who have less than five years ex-
perience of gardening. The majority of people we surveyed were unaware that PlantLink or that a technology
device that helps monitor water levels of plants and notifies the plant owner by text, exists. We need to create
awareness of PlantLink to people age 20-35 because this age demographic work/study about 40 hours a
week. This age group does not have time to tend to plants or garden but still want plants for aesthetic appeal.
OSO Technologies needs to target busy people who work over 40 hours a week. These people are constantly
on the go and do not have time to properly care for their plants. Since they are so busy, they need a device
that will help them water their plants so they can have plants in their homes.
In order to increase awareness of this target group, our strategy is to be more active on social media
sites such as Facebook, Twitter, Instagram and Pinterest because these are the social media networks that our
age group are most active on, according to our survey. On these sites, we will post relevant tips and trends
relating to gardening as well as technology to engage with our audience and attract more traffic on these so-
cial media sites. By posting on social media, OSO will establish a brand identity of young, modern brand that
is innovative in technology based on our research from the Tone of Voice. OSO needs to post gardening tips
and tricks since the target audience is active on social media and has less than five years of experience. OSO
should also post articles relating to the Internet of Things since PlantLink is under the category of the Internet
of Things and the target audience has experience using technology. By posting about tips and trends about
plants and technology, this shows that OSO is building a connection and creating a two way dialogue between
the target audience and the brand instead of only posting about OSO technologies and PlantLink. An example
of a post would be an article about what plant combinations look best together since our survey stated that
61% bought plants mainly because of its appearance. Social media will help OSO interact with its consumers
as well as create brand awareness.
OSO Technologies should invest in Search Engine Optimizations (SEO) to improve search results
for consumers when searching for gardening advice and solutions. This will increase the chances of OSO
and PlantLink appearing on the search results. According to Forbes Magazine, SEO works and is cost effec-
tive because it produces a good ROI. 80-90% of customers check online reviews before making a purchase
which implies that more and more people are searching for products and services online. Mobile traffic is
also increasing so it is crucial for OSO to invest in correct SEO terms to lead more people to the website. We
suggest using the terms “Plants,” “dying plants,” “water,” “help my plants,” “why are my plants dying” since
PlantLink is a product designed to help people keep their plants alive. (Olenski, 2014)
7

PlantLink also needs to be sold in stores with gardening materials and plants such as Home Depot,
Loews and plant nurseries. When we interviewed workers at Home Depot as well as a worker at a plant nurs-
ery in Champaign, they stated that they could see PlantLink being sold in their stores because many new gar-
deners have trouble keeping plants alive due to incorrect moisture levels. Having a partnership with PlantLink
and plant nurseries such as Danville Nursery would put PlantLink on the shelves of gardening stores can help
create awareness and create category need. According to our survey, most people go to plant nurseries and
gardening stores whenever they need assistance with gardening. The nurseries would received 10% com-
mission, or a negotiable commission depending on the nurseries, for every PlantLink they sell. OSO would
have to educate the workers at Home Depot, Loews, plant nurseries, etc. so these employees can recommend
PlantLink to customers and explain how it works. OSO would have partnerships with plant nurseries ﬁrst, then
establish partnerships with larger companies and stores such as Home Depot and Loews. By having employ-
ees aware of PlantLink this will create a category need for PlantLink since other competitors of OSO are not
found on shelves at these stores. Shoppers will only see PlantLink which will create a category need. Since
most of the people we surveyed were unaware that PlantLink exists, this creates an interest and a need of a
new category.
8
According to the Tone of Voice and Brand Architecture, OSO wants
to be thought of as a simple, affordable device designed to help busy peo-
ple tend to their plants. PlantLink helps people maintain their busy sched-
ules while helping them keep plants alive in their homes.
Creative Brief
Why are we advertising?
PlantLink is unknown outside of kickstarter; need to ﬁnd
the target market to expose them to the product with advertising
PlantLink is no longer receiving free media exposure from
tech blogs and late night television shows like David Letterman
Previous efforts, like Facebook paid advertising, have failed
Why are the measurable objectives?
-Attain 50% more name recognition of our product in the gardening
industry in six months
-Raise sales by 30% over the next six months
-Be available in 30% of gardening nurseries and stores in the six
months

9
Who are we talking to?
OSO Technologies is talking to an audience who own plants but work over 30 hours a
week. These people would be interested in using technology with gardening but aren’t com-
pletely sold on the idea of using technology to help garden, because gardening is a natural
process. This target is experienced with social media and mainly use Facebook as their
main social media outlet. This target group does not use outside media sources because
their plant knowledge comes from family and friends. Our target group is not convinced
that they need PlantLink in their daily lives.
Our audience enjoys gardening as a hobby and likes the aesthetics that plants of-
fer. However, compared to the number of hours in which they work/study daily (majority of
which is 6-8 hours a day), they only have less than an hour to 1-2 hours to garden. This data
shows that this target market is busy and said that they would be interested in a device that
would help them have a more convenient gardening experience. PlantLink gives them the
ability to take care of their plants and keep them healthy without having to do guesswork
and expend the extra time to ﬁgure out themselves when the plant needs water (reading
gardening books, feeling the soil, checking it twice a day).
This can be leveraged by advertising PlantLink as a convenient and easy-to-use de-
vice that helps busy and learning plant-owners maintain their plants’ appearance and health
through more accurate watering.
Compared to our target audience, experienced gardeners said that they would enjoy
spending more time taking care of plants and think that PlantLink would be more useful for
busy people. Hence, busy plant-owners and beginning gardeners are the ones who need
PlantLink for its alerts and deeper knowledge of how to maintain healthy plants.
What is the main insight or opportunity presented by the category,
brand, culture and/or audience? How can we leverage this?
THE SINGLE-MINDED
IDEA
PlantLink will give busy people
the means to enjoy the pro-
cess of gardening without too
much effort, in a simple and
easy-to-use technology device.

According to the survey that we sent out, many people, aged between 20-35 years, are
very busy in their lives. Most people work/study 17-40 hours a week. From this, we concluded
that people have busy lifestyles and not a lot of time to focus on hobbies like gardening, al-
though they may still want to have plants for their aesthetically pleasing features.
45% of surveyees said that they had less than one year experience with plants. So, they
deﬁnitely aren’t experts when it comes to growing plants. They need something to help them.
When asked about their biggest concern with growing plants, many responses said the biggest
troubles people have with tending to their plants is knowing when to water them.
Tone of Voice
Young, Modern & Vibrant
Mandatories Considerations
-PlantLink logo
-Link to website
-Plants
if not tech savvy,
the product is easy
to learn
Rationale
Based on both primary and
secondary research, we were
able to establish insights.
Communication Strategies
10
Search Engine
Optimization
Social Media
Use
Partnerships

11
Search Engine Optimization (SEO)
1. SEO Pricing: $250-$500 monthly retainer
For small business that is limited geographically
http://www.forbes.com/sites/joshsteimle/2013/09/12/what-does-seo-cost-infographic/
2. Google Adwords:
“Plants, dying plants, water, help my plants, why are my plants dying”
Cost Per Click - maximum bid
You choose the maximum amount of money you would like to bid for the adwords. You will not be charged
more than this amount. The businesses that bid the higher amount will get the adwords more than busi-
nesses who don’t bid as much.
Suggest using Google Adwords automatic bidding of $100/per day.
Try out for a month to see the effectiveness.
http://www.instantshift.com/2012/05/30/10-reasons-why-you-should-be-using-google-adwords/
Social Media Use
1. Facebook:
You set your own budgets either by a daily or life-
time budget.
https://www.facebook.com/help/214319341922580
2. Instagram:
Create an account and post pictures, contests, new
info, etc.
3. Twitter:
Make a promoted account
Set budget and get charged when people follow
your promoted account, retweet, reply, favorite or
click on on your promoted tweets.
Change your budget whenever you would like.
https://business.twitter.com/products/pricing
4. Pinterest:
Be more active with posts
Post pictures of plants that use PlantLink under the
Gardening tab
Follow boards such as Growing and Gardening, Sim-
ply Succulent, Gardening 101, etc.
5. The Weather Channel Mobile App:
Banner ad dimensions - 320 x 50 or 30KB
$300 33,334 ad views
Reaches everyone within 25 miles of your suggested
zip code.
Upload banner and website
Pay for ad $300.01
http://www.weather.com/life/local-advertise-self-
serve
Partnerships
1. Give the nursery a certain number of PlantLinks for free to use in their store.
2. Have an end display, shelf space or display by the cashier to advertise and display the product.
3. Give nursery a percentage of sales (for example 7% of sales)
Eventually expand to shelving space in national stores such as Home Depot, Lowes and Menards.

12
Contact Plan with Local Nurseries
Danville Gardens Too
(217) 378-5339
1413 N Prospect Ave, Champaign, IL 61820
danvillegardens.com
Country Arbors Nursery
(217) 367-1072
1742 Country Rd. 1400 N. Urbana, IL 61802
countryarbors.com
Prairie Gardens
(217) 356-6532
3000 W Springﬁeld Ave, Champaign, IL 61822
prairiegardens.com
Maximum Budget
Strategy
SEO
Google Adwords
Facebook Ads
Instagram Account
Twitter Promoted Account
Pinterest Account
Weather Channel Mobile App
Banner Ad
Budget
$500
$100/per day for one
month = $3,000
CPC - $200/per day for
one month = $6,000
Free
$150/per follow, retweet,
favorite, click on tweets =
$4,500
Free
Banner Ad that reaches
within 25 miles of
suggested zip code =
$300.01
Total =
$14,300.01

13
Evaluation Research
See how well the SEO has worked and how much you have paid. If you are paying the
max amount but not receiving many views maybe it is not worth this method.
Check how your bidding is doing on the Google adwords. If you are not getting many
wins in the bidding maybe consider upping your bid amount.
Check how many clicks your Facebook ad is receiving. If you are spending the max
amount per day, maybe consider increasing this amount as well.
See how much is being spent per day for you Twitter promoted account. Is this amount
worth it to you?
Check how many people click on the banner ad on The Weather Channel Mobile App.
In a month (June 30th) check the effectiveness of SEO, Google Adwords, Facebook ads, Twitter
promoted account and The Weather Channel App. To do this look into each one individually.
Suggested Schedule

15
Brand Compass
Brand
Compared to its competitors, PlantLink has basic
technology even for those who aren’t tech savvy;
furthermore, it is a cheaper and more affordable
option. It offers the basics for the beginning gar-
dener who is looking to grow healthy plants.
Target
From our research, we found the respondents were
interested in PlantLink; none of them answered
that they would not be interested in PlantLink; 41%
answered that they would be interested and 59%
answered that they would maybe be interested. We
found that they were busy individuals who worked
and studied full time and were either wanting to
learn or learning how to garden as a hobby for it’s
the plant’s appearances (so looks over vegetables)
but don’t have the necessary knowledge or skill.
Category
Three competitors of PlantLink are Irrometer, John
Deere’s Field Connect and Koubachi. The target
market for Irrometer is mainly farmers. This prod-
uct is to help farmers with irrigation scheduling; its
name literally means irrigation meter (Irrometer
Tensiometers, n.d.). John Deere’s Field Connect’s
target market is also farmers. This product helps
farmers make daily irrigation decisions, keeps the
plants and crops from being over watered and tells
the farmers when moisture levels are reaching reﬁll
point (John Deere Field Connect, n.d.). These two
products are similar to PlantLink but have different
target markets and general purposes. Koubachi is
more consumer-driven. Koubachi is expensive, but
offers it users detailed reports on how to take care
of their plants, which attracts the more experienced
gardeners who are growing their own plants like
carrots and lettuce as well (The Smart Plant Care
Assistant, n.d.).

Brand DNA
16
Society
The Internet of Things, the main market category
for PlantLink, is a growing industry; right now there
are 1.9 billion devices in this category,but by 2018,it
is estimated there will be 9 billion devices, as prod-
ucts and service (Adler 2014). Its economic value
is expected to be in the trillions, estimated around
$14.4 trillion, as the Internet of Things continues to
expand in the lives of consumers and businesses.
Cisco and Intel are expected to be big players in
the industry (Internet of Things Market Forecast,
n.d.). The gardening industry has a revenue of
$28.2 billion that is decreasing at an annual rate
of 2.1%. However, this is due to the popularity of
home improvement stores over nursery and gar-
den stores (Garden & Nursery Stores, n.d.). Mean-
while, home improvement stores, whose products
PlantLink is competing with, is worth $143.6 billion
and growing at an annual rate of 2.2%. Because
of higher increasing income and housing starts,
the revenue for this industry will continue to grow
(Home Improvement Stores, n.d.). This is relevant
to PlantLink, as their goals are to move into these
stores’ retail space. While Oso Technologies be-
longs to the Internet of Things market, PlantLink’s
competitors mainly reside in the gardening and
home improvement industry.
The culture surrounding PlantLink revolves around
the slow progression of the Internet of Things.
Apps, like Freeboard and Dweet, are being made
for the consumer to develop technology for Inter-
net of Things when previously only those with high
skill sets could, meaning that the Internet of Things
is become more and more integrated into people’s
daily lives (Scott, 2014). Meanwhile, the Green
Movement is integral to PlantLink as well. Con-
sumers care and will buy from brands that value
the environment and strive to be environmentally
responsible; there is also a big push for recycling
and for planting to increase over the world, so as
to slow climate change (Page, 2014). Overall, the
Fed has recently been saying that the economy is
improving only a little. Consumers’ disposable in-
come is supposed to be increasing, as long as the
economy continues to improve. As disposable in-
come increases, so too will their intent to purchase
products like PlantLink (Kurtz, 2014).

17
As Oso presented in their initial presentation, the markets for home gardening, landscaping companies and
commercial agriculture have been losing billions of dollars per year. Plantlink can utilize these drop in sales
as an opportunity to introduce this new technology that may bring back more interest in home gardening and
landscaping because of its easy and convenient solution for maintaining their plants over time. On the other
hand, the market for Internet of Things have been rapidly growing from 2009 to 2014 (Adler, 2014).
The emotional beneﬁt that Plantlink can offer is the opportunity to gain more time from one’s busy day to
actually spend time with family, friends or loved ones, be able to relax or go on vacation, etc. without having to
worry about his/her plants dying and spending more amounts of time looking for information on caring for
plants. Also having the peace of mind that their plants are watered correctly.
The Brand Essence that may capture people’s attention is “To make consumers’ and companies’ lives easier
through easy-to-use devices.” This captures the essence of PlantLink, where the technology is so advanced
that it can contribute to making a positive change in people’s lives. Moreover, the Key Differentiator of
PlantLink from other gardening products would be its user-friendliness, convenience, and easy usage. Most
gardening products consisting of advanced technology and not only cost more and are scaled bigger, but
PlantLink is simpler to use.
Two of the Brand Values of PlantLink would have to be resourceful yet innovative. The company is resource-
ful, having seen their office with the white wall being used as a project screen and the brown boxes that are
being used for their packaging. However, they are also innovative, having been able to develop PlantLink from
simple problem and progressed to creating Aglink and gaining more ideas based on the Internet of Things.
Its Brand Archetype would be Magician, where the motto: “it can happen!” works perfectly well with their
achievement of creating this kind of technology where plants can technically ask for water from their own-
ers. Apart from that, being a startup company and exceeding their goals for the ﬁrst year is always a powerful
and transformative thing. Oso Technology’s brand personality is progressive, big thinker and imaginative.
Things they always have to strive to include should be innovativeness and creativity, being a technologies-
based company. They also have to always consider customer feedback and see how they can improve on
the technologies they have developed. This can create an effective customer service that will lead to relation-
ships, gaining more recommendations and brand loyalty.
Things you must never do include doing or using anything that will contradict a sustainable environment,
such as using chemicals in the devices or not recycling, because this will contradict PlantLink’s contribution in
sustainability of plants.

Tone of Voice
Rationale:
Our group analyzed and observed the collages made by the workers of OSO Technology and concluded that
the Tone of Voice of OSO technologies is a busy, modern person who is interested in technology as well as the environ-
ment. If OSO was a house, it would be a condo located in the West Loop area of Chicago. This condo shows modern
furniture with plants and a view of the city skyline as well as a view of parks and nature. The typical person who lives
here is an adult who works long hours in the city. An accessory that represents OSO is Fitbit, which is a bracelet that
tracks how much activity a person does throughout the day such as steps, distance, and stairs climbed. A Fitbit user
can sync their activity online or through their smartphone to track their progress. This product is designed for people
who want to be active but have busy schedules and do not necessarily have time to work out at the gym every day.
This product is similar to OSO because PlantLink is designed for people who do not have time to water their plants
everyday. Both Fitbit and PlantLink users enjoy using technology and are knowledgeable about syncing devices to mo-
bile phones. (Fitbit, 2014) For music, The Strokes represent OSO because they are a classic alternative band that has
a laid-back attitude. The office of OSO technologies was open and had books, technology, food and simple, modern
furniture which had a more laid-back feel rather than a stiff office with cubicles. We chose a garden as OSO’s place
because this is the end effect of using PlantLink. OSO uses technology to help develop and grow gardens. A car that
represents OSO would be a 2014 Toyota Prius V because it is a hybrid, which is more environmentally friendly than
other cars and has advanced technology such as a touch-screen infotainment system, keyless entry, push-button start,
Bluetooth phone and audio streaming, a USB port and a backup camera. (Best Cars, 2014) The time of day of OSO is
morning around 9 when most people start work and cannot be at home to water their plants. The clothing we chose
to represent OSO is a flannel print button down shirt because the dress shirt is casual. The flannel print represents the
outdoors and gardening. James Franco is the personality of OSO because he is talented, smart, and tech savvy from
helping produce movies. His lifestyle is very busy so he would not have time to water his plants and would benefit from
using PlantLink. We chose a table from Ikea with built in bowls that can be used for flower pots or for serving food.
This table is affordable, convenient, and has a simple, yet modern look which are similar attributes to OSO’s product,
PlantLink.
2014 Toyota Prius. (2014). Retrieved April 16, 2014 from U.S. News Best Cars.
http://usnews.rankingsandreviews.com/cars-trucks/Toyota_Prius-V/Performance/
Fitbit. (2014). Retrieved April 16, 2014 from Fitbit. www.fitbit.com
19

5/4/2014 ADV284 Survey
https://docs.google.com/forms/d/1DEozCey108SmQYmeaYhc5M4ExCOHdMmWffPE0kkFtt8/viewform 1/2
ADV284 Survey
Good day! We appreciate you taking time to take our survey for our Advertising class
on Consumer Insight. Please just answer the following questions as truthfully as
possible.
Thank you!
-Group 6 (Christel Bernardo, Taylor Lundy, Alyssa Fix, Genevieve Toussaint, Jaclyn
Schwartz)
* Required
How many hours do you work/study in a week? *
0-8
9-16
17-24
25-32
33-40
40-48
48-56
56+
How much free time do you think you have per week? *
(In terms of hours)
0-5
6-10
11-15
16-20
21-25
25+
Do you own plants? *
If no, continue to next page.
Yes
No
How many years of experience have you had tending to plants?
Less than a year
1-2
Edit this form
Class Survey Questions and Results
Please refer to
https://mediaillinois.co1.qualtrics.com/CP/Report.
php?RP=RP_2mnEjGhqKxFER2R as it is 19 pages if to be placed here
Own Survey Questions and Results
Primary Research
21

5/4/2014 ADV284 Survey
https://docs.google.com/forms/d/1DEozCey108SmQYmeaYhc5M4ExCOHdMmWffPE0kkFtt8/formResponse 1/2
ADV284 Survey
* Required
Good day! We appreciate you taking time to take our survey for our Advertising class
on Consumer Insight. Please just answer the following questions as truthfully as
possible.
Thank you!
-Group 6 (Christel Bernardo, Taylor Lundy, Alyssa Fix, Genevieve Toussaint, Jaclyn
Schwartz)
What's your experience with technology? *
None
Very little
Somewhat knowledgeable
Experienced User
Professional
Which social media do you often use? *
(Choose as many as possible)
Facebook
Twitter
Instagram
Reddit
Pinterest
Other:
Do you like learning about/trying new technology? *
Yes
No
Would you consider the help of technology in tending to plants? *
(Such as notifying you on your phone/ online when your plant needs watering)
Yes
No
Maybe
Edit this form
For more info about the
results, go to: https://docs.
google.com/forms/d/1DEoz
Cey108SmQYmeaYhc5M4
ExCOHdMmWffPE0kkFtt8/
viewanalytics
22

Hi! Thank you so much for setting aside time to help me with my final project for my Advertising class. Just please answer as truth-
fully and as descriptive as possible.
1. Do you remember how your parents/grandparents tend to their gardens? How does it make you feel when you see them
gardening?
2. When you get older, would you consider having a garden/owning plants?
3. How do you feel about technology today?
4. Have you ever heard of “Internet of Things” before?
a. If yes, what are your thoughts about this?
b. If no, explain Internet of Things, then ask, what are your thoughts about this new industry?
5. What’s the first thing that comes into your head when you think of the following concepts?
a. Cell phone
b. Plant
c. The concept of putting plants and technology together?
6. What do you think of a device that will notify you on your phone, tablet or computer when your plant needs watering?
(Comments, suggestions, reactions, etc.)
7. Would you consider having plants if they had this kind of technology (Plantlink)? Why or why not?
8. Would you consider buying this product, having known what it does?
Interview Questions for Non-Plant Owners
1. Why do you have plants/like to garden?
2. Do you prefer having indoor or outdoor plants? Why?
3. What’s your least favorite thing about tending to plants? Why?
4. How do you feel about technology today?
5. Have you ever heard of “Internet of Things” before?
a. If yes, what are your thoughts about this?
b. If no, explain Internet of Things, then ask, what are your thoughts about this new industry?
6. What’s the first thing that comes into your head when you think of the following concepts?
a. Cell phone
b. Plant
c. The concept of putting plants and technology together?
7. What do you think of a device that will notify you on your phone, tablet or computer when your plant needs watering?
(Comments, suggestions, reactions, etc.)
8. Would you consider buying Plantlink? Why or why not?
9. Do you think it will be helpful to have something like this in society? Why or why not?
Name:
Occupation:
Age:
Permanent Residence: (Urban, Suburban or Rural)
Interview Questions for Plant Owners
Interview Questions for Gardening
Store Employees
Interview Questions for Gardening
Store Customers
1. What do you sell the most?
2. Explain PlantLink. What do you think about it?
3. Is there something similar to that device in your store?
4. Do you think this kind of device would this be helpful? Or
would you be interested in selling a device like this in your
store?
1. Why do you plant/garden? (Aesthetics, vegetables, etc.)
2. Where do you get your information about gardening?
3. Explain PlantLink. What do you think about PlantLink?
Please follow this link for results: https://www.mediafire.com/?z1wmefi3jje31e9
23

Client’s Ads
24
Lots of posts of PlantLink in different plants with no caption. These get no likes at all. Hosted a givea-
way, few likes on that post. Posts when PlantLink is talked about on other websites. A few shares of
users posting about PlantLink but they aren’t sharing enough of them. The shared posts get the most
likes so they should do more, and there is deﬁnitely a lot of people posting about their PlantLinks. Twit-
ter has a lot of retweets of users’ posts about plantlink. They also have an alliance with Plant Mode in
Champaign.

25
Competitors’ Ads
Koubachi
Koubachi has a Facebook, Twitter, Google+, and they also have a newsletter. On Easter they had
a 20% sale off their product on their website; these were posted on Facebook and Twitter, as their two
social media sites have the exact same posts.
Other than their digital strategy of marketing, there is no other advertising I could ﬁnd of Kou-
bachi promoting their product. Like PlantLink, Koubachi has received free press in the news and media;
they have been featured on TotalHousehold.com and All Things Digital. Also, YouTube bloggers, like
Geek Beat, have given them product reviews on their channels. They also have a blog on their website
that updates customers on Koubachi’s progress in regards to versions and their app for the phone.
Facebook Twitter

26
John Deere Field Connect
Since John Deere has a variety of products and since Field Connect is mainly for farmers, there is
not advertising solely for Field Connect. They have Facebook, Twitter, YouTube, LinkedIn and Instagram.
In comparison the other companies, John Deere actually talks to their customers and is focused on inter-
acting with the consumer on social media by responding to posts and resolving problems through these
mediums. On their YouTube channel, they have videos geared towards farmers (for example, “How to
Pattern Your Lawn). Their most recent video talks about the future of planting and has over 40,000
views. They too have farmers give reviews on their products, as the YouTube Channel Grossenburg Im-
plement and others gave an overview of Field Connect.
YouTube
Facebook
Twitter

Irrometer
Irrometer is not active on social media at all, with very few likes on their page and very few followers. It
seems to be that are more focused in their store in California and in farmers than becoming a national
brand. They have a Facebook, Twitter, Google+ and YouTube channel. They have no online presence be-
sides these platforms and no other forms of traditional advertising.
YouTube
All of their YouTube videos deal with irriga-
tion, installing their devices and their appear-
ances on the news. It’s very basic ﬁlming
and very old-looking ﬁlm.
Facebook Twitter
27

Point of Purchase
28
These pictures are from the Garden Center
at Home Depo.t This first picture is items for
keeping your plants healthy like Miracle Gro
and nutrients. At the store, these items are
next to the items shown in the second picture.
We would stock PlantLink with the items in
the picture on the right. These were a mix of
items that do not fit in a specific category-
there is a soil tester, electronic soil reader,
some biodegradable planting bins, and other
things. There are tech items in this shelf so
PlantLink wouldn’t look out of place. It is still
near all the liquid nutrients so it is in a high
traffic area and people would see it. We also
suggest putting PlantLink on an endcap. Then
it would catch shoppers’ eyes and also have
an entire shelf to itself.

10 Reasons Why You Should Be Using Google AdWords. (n.d.). instantShift. Retrieved May 3, 2014, from
http://www.instantshift.com/2012/05/30/10-reasons-why-you-should-be-using-google-adwords/
2014 Toyota Prius. (2014). Retrieved April 16, 2014 from U.S. News Best Cars.
http://usnews.rankingsandreviews.com/cars-trucks/Toyota_Prius-V/Performance/
Adler, E. (2014, March 31). The 'Internet Of Things' Will Be Bigger Than The Smartphone, Tablet, And PC Markets Combined. Retrieved
April 17, 2014 from Business Insider. http://www.businessinsider.com/growth-in-the-internet-of-things-market-2-2014-2
Country Arbors Nursery. (n.d.). - Providers of Natures Charm™ for the American Homeowner (sm). Retrieved
May 3, 2014, from http://www.countryarbors.com/
Fitbit. (2014). Retrieved April 16, 2014 from Fitbit. www.fitbit.com
Fliwer. (n.d.). Retrieved May 3, 2014 from http://www.fliwer.com/#
Flower Power. (n.d.). Retrieved May 3, 2014 from http://www.parrot.com/flowerpower/us/#why
Home Improvement Stores. (n.d.). Retrieved April 17, 2014 from IBISWorld. http://clients1.ibisworld.com.proxy2.library.illinois.edu/reports/
us/industry/ataglance.aspx?entid=1031
Homepage | Prairie Gardens. (n.d.).Homepage | Prairie Gardens. Retrieved May 3, 2014, from
http://www.prairiegardens.com/ How much does it cost to advertise on Facebook? | Facebook Help Center | Facebook. (n.d.).
How much does it cost to advertise on Facebook? | Facebook Help Center | Facebook. Retrieved May 3, 2014, from https://www.face
book.com/help/214319341922580
Internet of Things Market Forecast. (n.d.). Retrieved April 17, 2014 from Postscapes. http://postscapes.com/internet-of-things-market-
size
Irrometer Tensiometers. (n.d.). Retrieved May 3, 2014 from http://www.irrometer.com/sensors.html#irro
John Deere Field Connect. (n.d.). Retrieved May 3, 2014 from https://www.deere.com/wps/dcom/en_US/products/equipment/ag_man
agement_solutions/field_and_crop_solutions/john_deere_field_connect/john_deere_field_connect.page
Kurtz, A. (2014, April 30). Fed says economy improving a little. Retrieved May 3, 2014 from http://www.ky3.com/news/business/Fed-
says-economy-improving-a-little/21049046_25738600
Nursery & Garden Stores. (n.d.). Retrieved April 17, 2014 from IBISWorld. http://clients1.ibisworld.com.proxy2.library.illinois.edu/reports/
us/industry/ataglance.aspx?entid=1037
Olenski, S. (2014). “7 Reasons Why Your Business Should Invest in SEO.” Retrieved May 3, 2014 from Forbes Magazine.
http://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/
Page, S. (2014, May 2). New club promotes green living, gardening and global awareness. Retrieved May 3, 2014 from http://www.cent
ralkitsapreporter.com/news/257426621.html
Pricing | Twitter for Business. (n.d.).Twitter for Business. Retrieved May 2, 2014, from https://business.twitter.com/products/pricing
Scott, C. (2014, May 3). TWITTER-LIKE CONSUMER APP ARRIVES FOR THE INTERNET OF THINGS. Retrieved May 3, 2014 from
http://singularityhub.com/2014/05/03/bugs-labs-hopes-to-be-both-twitter-and-wordpress-for-the-internet-of-things/
Self-Serve Local Advertising on Weather.com. (n.d.). The Weather Channel. Retrieved May 3, 2014, from http://www.weather.com/life/
local-advertise-self-serve
Steimle, J. (2013, September 12). What Does SEO Cost? [Infographic]. Forbes. Retrieved May 3, 2014, from
http://www.forbes.com/sites/joshsteimle/2013/09/12/what-does-seo-cost-infographic/
The Smart Plant Care Assistant. (n.d.). Retrieved May 3, 2014 from http://www.koubachi.com/features/sensor?locale=en
Your One-Stop Garden Center. (n.d.).Danville Gardens. Retrieved May 3, 2014, from http://danvillegardens.com/
Bibliography

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