Team IHolly Burns
Becky DuignanTovah Feinberg
Avivit FisherJo Glenny
Urban Farm
Design ManualDesign Management Proposal
February 2010
Jinwoo KimNattapon KlinsuwanEmiko McCoyLior OzerSapna ShahBrian Tenorio
Table of ContentsSection I .... Design p. 4
Section II ... Services p. 12
Section III .. Marketing p. 26
Section IV . References p. 39
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Section I: Design
BriefIn response to a formal request from Tanya Fields of the BLK
ProjeK, this design proposal offers Libertad Urban Farm various
ways of obtaining planters that will be transportable and easily
deconstructed if necessary. The New York City Department
of Parks & Recreation has existing plans for the BLK ProjeK’s
desired farming space located in the South Bronx, therefore
the right to construct Libertad Urban Farm has been previously
denied. In efforts to reverse this decision, the help of Pratt Design
Management students has been sought out and the team’s
creativity has resulted in an inexpensive design that offers
versatility, durability, and ease of use.
SolutionThe transportable planting unit has been designed so that it can
be constructed from a handful of easily obtainable, inexpensive
materials. These include polyethylene or metal pallets, traditionally
used in warehouse storage and to carry airline cargo, natural
woven burlap or hessian landscaping fabric, and wooden
planks. The reasons for each of these choices are listed below,
with images and details. In the case that Libertad Urban Farm
needs to relocate due to pressure from the New York City
Department of Parks & Recreation, these planters can be
moved in a number of ways. Either driven or manual forklifts
can be utilized, as well as metal pallet casters or groups of
community members working together.
Available Transportable Planting Units:
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Proposed zoning plan >>>
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• Natural Woven Burlap/Hessian Landscaping Fabric
BASE MATERIAL OF RAISED PLANTER
- Is a rapidly renewable material that is completely from
vegetable fibers
- Grown in wet climates, therefore is resistant to moisture
penetration and has a natural weatherproof quality (Manal,
2010)
- Is incredibly durable, yet allows air and water movement
throughout the soil, helps control soil temperatures, and
allows roots to growth through the textile weaving (Amigoni
Vineyards, n.d.)
- Has traditional garden uses including application to the
base of raised plant beds (Vanveen, 2010)
- Deteriorated naturally over a span of 6 months to 1 year, to
be replaced when growing seasons change and new crops
are planted
Section I: Design
Material Information: Proposed Materials
• FDA Approved 100% Recyclable Polyethylene Cargo Pallets,
PLATFORM OF RAISED PLANTER
- The most popular, widely used plastic found in everyday
items such as shampoo bottles, grocery bags, and
children’s toys, and plant pots (Macrogalleria, 2005)
- Key characteristics include toughness, abrasion and
impact resistance, and near-zero moisture absorption
(San Diego Plastics, Inc., n.d.)
- Each pallet can hold an approximate 2000 lbs. of weight
- Many manufacturers offer the pallets made with up to 40%
post-industrial content
• Pallets Caster(s) TRANSPORT FOR RAISED PLANTER
- Made from durable, lightweight hot-rolled steel
- Can hold up to 5,000 lbs. of weight, could carry stacked
pallets or planted beds.
10 11
Costs
Recyceled Plastic pallet, Nestable1. Recycled Plastic Pallet2. Static Load Capacity 7000 Lb3. 48”x40”x6”4. HDPE Structural Foam Material$ 46.54
THERMOFORMED PLASTIC PALLET1. Patented design combines deck edge pleats and shock-wave ridges to prevent crack-ing and bulging on impact2. 9 oval legs - limit implact and help extend life3. Steam cleanable4. 48”x40”x6”5. floor capacity 6000$31.50
PRESSWOOD1. 60% lighter and less expen-sive than wooden pallets2. 100% recyclable3. Capacity LBS: 20004. 40”x48”x5 5/8”$ 11.50
Durable Plastic Drum Pallets1. Durable green polyethylene construction2. corrosion and weather resistant3. Holds four 55-gallon drums4. 3-5/8” x 10” fork clearance5. USDA/FDA approved6. 4000 lb capacity.7. 48”x48”x5 1/2”$ 184.00
Great Plains 6000 lb Ware-house Pallet Jack-27W x 47L inches Fork$499.98
Natural Woven Burlap/Hessian Landscaping Fabric
Vendor Resourceshttp://www.grainger.com/Grainger/pallets/containers/material-handling/ecatalog/N-9qe/No-0?op=search&sst=subsethttp://www.handtrucks.com/pallet-jacks/4567+1659.cfm?RNtt=pallet%20jackhttp://www.amigoni.com/mm5/merchant.mvc?Screen=CTGY&Store_Code=101&Category_Code=LFWhttp://www.thomasnet.com/products/cargo-pallets-56503006-1.html
• Wooden Clapboard or Planks
SIDING FOR RAISED PLANTER
o Salvaged wood supplies have oftentimes been finished for
their previous uses; therefore can offer moisture barriers,
extra durability, and aesthetic attributes
o Most wood planks or reclaimed planks will range from
4”-10” in width, and are an ample size for creating planting
containers or bordering pre-made raised beds.
(Wikipedia, 2010)
• Chain Link Fencing (existing) and Wooden or Metal Poles
TRELLIS FARMING
o For certain vegetables or fruits, such as cucumbers or
grapes, vertical-growing surfaces must be provided
o By utilizing existing resources already present on site, such
as perimeter fencing and salvaged sticks or poles, this
growing method can be harnessed for little or no cost.
Section I: Design
12 13
actions through hands on experiences, gained knowledge
and skills that will allow them to have a different attitude toward
the environmental and toward a better future.
• Regeneration
- Regeneration and Design: new design approach to restore,
renew and revitalize the source of energy and material
- Historic Environment: it includes landscapes, parks, historic
streets, areas and buildings and archaeological site and it
is important to understand the significant effect to the
changes of the places by regeneration of the history
- Natural Environment: improves the city’s physical and
natural environment with cleaner, safer and greener agenda
- Urban Design: it formulated with a focus on redevelopment
of existing communities instead of destruction of businesses,
demolition of priceless historic structures and relocation
of people.
ConservationThrough educational programs for conservation, people will be
connected with their local natural and cultural heritage. This
important learning environment will provide the community with
a deeper understanding of the place and the importance of
preservation. It is expected to build civic pride and affect how
the community makes decisions, reflecting community values
and priorities.
• Social mobilization and community development
- Raise the quality of life by using local resources and
applications from alternative and renewable technologies
Section II: Services (internal)
EducationBy offering various educational programs, youth and community
will learn about sustainable agriculture and nutrition through
outdoor experiential education and workshops.
Workshops/classes for youth and other community members
• Youth and Community members grow their own organic
products and learn about organic farming and fresh, local
food. Such as learning the difference between food chemistry
(organic/hormone free) vs. toxic/chemical base/hormone
Intensified foods
• Horticultural (learning how to grow healthy food within your
space) These workshops will utilize various networks of
experts in horticultural fields while local residents receive high
quality gardening education. Established programs such as
the Community gardening program (based on Cornell’s
program) and the American Horticultural Society can be
models to show how successful these workshops can
become and grow into.
• Sustainable Urban Agriculture—It promotes and encourages
the research, education, extension and outreach on the urban
farming by studying and applying from the social, environmental,
economic and ecological spectrums. The following list of
resources will not only be utilized for their educational features
but also can be utilized as a resource/partnership within the
community:
- Green Thumb: New York City Department of Parks and
Services
- New York State of Agriculture and Markets
- Bronx Green Middle School
- Cornell program
EnvironmentEnvironmental education enhances the public awareness
and knowledge of environmental issues. The public will learn
necessary skills from designing to thinking strategically on how
to live better lives while enhancing their own environment.
The participants will learn by taking responsibility for their
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• Landscaping, Preservation/Maintenance knowledge
Landscape Design, Construction, and Management are
important to the survival of a garden. From the materials that
are used to construct the garden, to how the elements will
affect the garden and the materials used, to the aftercare of
the garden each play an important role in the design and
maintenance of a garden. Each phase will have to be man
aged effectively and the participants in each phase should be
equipped with the “know-how”.
Section II: Services (internal)
Training (for the participants)Training courses offer basic organization information to establish
successful, self sustaining community gardens that focus on the
below points:
• Interpersonal/Social skills
Interpersonal skills play an important role in the success
between management and coworkers. Improving or even
gaining social skills within an organization can help to build
confidence, self-acceptance, and self-esteem. Having or
building these skills will help an individuals’ willingness to
serve and contribute to something larger. Some key factors
that this training will help develop or promote positive inter-
personal/social skills are:
- Be appreciative
- Practice active listening
- Resolve conflicts
- Communicate clearly
- Bring everyone together and onto the “same page”
(All Business/Interpersonal skills, 2010)
• Management and Job skills
Management and job skills are now being looked at as an
essential part of an organization. These training programs can
focus on “operational skills required to deliver the nonprofits’
services”. Management training and development can help
“emphasize the human, conceptual, and coordination skills
needed to effectively manage organizations” (All Business/
Management skills, 2010).
• Composting workshops
Composting workshops will teach composting techniques
to individuals within the organization. Composting is a way
to recycle organic materials such as leaves, grass clippings,
twigs, fruit and vegetable and turn them into a conditioner
planting soil. Composting helps to eliminate the quantity of
waste that goes into landfills turns organic materials into
valuable product for gardens. Compost is a benefit for
gardens and landscaping by eliminating the need to buy soil
conditioners, mulch and fertilizers (Recycleworks, 2010).
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Proposed PartnershipsUrban farms like Libertad have a unique opportunity to provide
community members with a special place to call their own.
These very community members are often business owners
in a position to contribute back to the community through
donations and partnerships. It is important to utilize these
resources and identify additional business relationships within
the community. Some of these partnerships were identified by
proximity to the park and other through previous contributions
to similar community garden.
• Bronx Green-Up (The New York Botanical Garden)
An excellent educational outreach resource provided by
the New York Botanical Garden for training, horticultural
instruction, and technical support for community gardens.
May need to be a member.
718.817.8026 / Compost Information: “Rotline”
718.817.8543 http://www.nybg.org/green_up/
• Van Nest Hardware & Paint Inc.
A local resource identified by proximity that could provide
the necessary tools needed to work the garden.
669 Morris Park Ave; Bronx, NY 10462;
(718) 829-2338
• The Home Depot
The Home Depot is known for contributing to local communities.
It offers Building Healthy Communities Grants through the
Home Depot Foundation. These grants support sustainable
communities and green infrastructures.
2560 Bruckner Boulevard, Bronx, NY 10465
(718) 828-1071
http://www.homedepotfoundation.org/index.php
• From Abandoned to Abundant
Abandoned to Abundant is the story of Bissell Gardens in
the Wakefield section of the Bronx. It is a 5-block area of
abandoned and neglected property reclaimed by the
Section II: Services (external)
Introduce Organization to the Public/CommunityActivities
• Start a blog or website to introduce/promote Organization
- Downloadable activities from the organization
- Show details of the specific garden, map of the space/
garden, and hours of operation
• Educational workshops
- These workshops can be internal or external of the
organization to show awareness. Workshops can include
building social skills, job management skills along with
composting and landscaping skills.
• Children’s programs
- Developing children’s programs within the organization
can help to “encourage children to make good food
choices, gain knowledge from experimental learning”,
and build a love of nature stimulate social interaction”
(Kids Gardening, 2010).
• Food Pantries/Banks
- The Atlanta Community Food Bank can be a model to use
in this organization. This Atlanta based food bank is a
community garden that not only feed the community but
also distributes some of their harvest to WIC (Women,
Infants, and Children) Nutrition program (WIC) Farmer’s
Markets. This market is also open to the public, which helps
to bring income to the community garden projects (Atlanta
Community Food Bank, 2010).
• Community building events i.e.: Block parties
- Block parties can be a good source of getting the commu-
nity together while introducing the community garden
awareness. Participants are able to get hands-on
experience and knowledge of what the garden can provide
to the community along with knowledge of the healthy
products being grown.
• Catering Services
- Once the garden has been established with product, another
source of distribution can be through catering services
within the community to businesses, schools, or personal
occasions.
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preservation and protection of lands as open and park
spaces. TLP works to protect and support community
gardens as well. Currently, it owns 69 community gardens
in the New York City area. It provides all the resources need
to ensure a healthy community garden.
New York State Office
666 Broadway, 9th Floor
New York, NY 10012
(212) 677-7171
http://www.tpl.org/
• Green Phoenix Permaculture
Green Phoenix is a non-profit public charity that specializes
in the facilitation of earth care utilizing a for-profit model with
the return of surplus back to the earth. It supports these ideas
though education, communication and skills building.
(718) 859-6495
http://green-phoenix.org/
• Green Thumb
This New York organization is the largest in the country that
assists urban gardens. It consists of 600 gardens and
thousands of members through out the New York area. Most
of these gardens were abandoned lots reclaimed by commu-
nity members. It is supported by the New York City Department
of Parks and Recreation. It is a robust resource for urban
gardens in New York sanctioned by the Parks Department.
49 Chambers Street, Room 1020
New York, New York, 10007
(212) 788-8070
http://www.greenthumbnyc.org/about.html
• Pepsi-Cola Bottling Company Of New York, Inc
Pepsico distribution center in the Brooklyn could be an ample
resource for container and other materials not yet realized for
use in the garden.
Avenue D, Brooklyn, NY 11236-1919
(718) 649-2401
Section II: Services (external)
community members. It has become a unifying space that
produces food for the community, food for local shelters,
food banks and propagates and donates trees to the parks
department. In 2002, Teresa LeCount was awarded Grand
Prize winner by The Gardner Supply Company, as garden
crusader for Bissell Gardens. Awards totaled $8,000 in
cash and products. An excellent resource for the urban
garden. http://www.bisselgardens.org/
The Gardener’s Supply Company
http://www.gardeners.com/
From+Abandoned+to+Abundant+in+the+Bronx/
5154,default,pg.html
• Mid Bronx Industrial Supply
Located at 1276 Bronx River Avenue between Colgate and
Evergreen Avenue is a local resource worth checking out.
The Mid Bronx Industrial Supply could offer tools, equipment
and supplies needed in the garden.
(718) 542-5355
• New York Parks and Recreation
One idea for producing revenue to support the garden is
providing a concession stand in the park. This concession
stand could sell fresh produce or local favorites foods made
with fresh ingredients from the garden. The Parks department
partners with vendors to provide either food or recreation ser
vices in parks. The concession can be as small as a push
cart up to grand dining facilities like Tavern on the Green. For
this park, a small concession stand with a few tables, chairs
and maybe an umbrella or 2 for the patrons to eat would
contribute to the community atmosphere and provide additional
touch points where neighbors get reacquainted.
(212) 360–1397 - Revenue Division
http://www.nycgovparks.org/sub_about/parks_divisions/con
cessions/concessions.html
• The Trust for Public Land
The Trust for Public Land (TLP) is a non-profit organization
that supports local communities in the identification,
20 21
Benefits for the Organization, the Participants and the CommunityWho benefits?
Anyone who chooses to participate in the garden will benefit.
It is the mission of Libertad Urban Farm to provide community
members access to healthy foods. By growing these foods in
a local environment, providing the community opportunities to
participate, all who come in contact with the garden will benefit.
How do people benefit?
Garden sites offer an environment that represent pride and
can be a positive focal point for the community. Studies have
indicated that exposing people to nature increases mental
health and psychological development (Davis, 2008).
• Additional deliverables for the organization, the participants,
and the community
- Improvement of air quality
- Bio-diversity in the community
- Well-being of the residents
- Education
- Community involvement
Proposed Management StructureStaffing Needs
The permanent management of Libertad Urban Farm will fall to
a select group of people. These people must have a common
goal, and that is to serve the community of Fox Street Park
and the Libertad Urban Farm to the best of their ability. These
permanent employees should embody the spirit of Libertad
Farm and the “can do” spirit of the community. It will be the
responsibility of these employees to cultivate and maintain the
garden for access.
Libertad Farms will need a bevy of people to support and
maintain the structure, programs and events scheduled of a
fully operational urban garden.
Section II: Services (external)
Pallet SupliersLocal pallet manufacturers can provide valuable resources for
used and discarded materials for use in the garden. These three
companies are located in Hunts Point.
• Yetish Pallets Inc. New and Used Pallet Manufacturing
and Recycled
443 Coster Street
Bronx, NY 10474-6814
(718) 893-2300
• Johnny’s Pallets
652 Longfellow Avenue
Bronx, NY 10474-6509
(718) 861-0969
• GBA Pallets Inc
1146 East 156th Street
Bronx, NY 10474-6227
(718) 860-1372
Cornell Program
22 23
Structure • Three types of structures
According to the University Florida Extension Service
the 3 main types of community garden structures are:
- Individual areas for personal use. “In the individual plot
approach, the garden is subdivided for personal use,
as in the “allotment” system common in the United
Kingdom. Individual plots can be chosen, randomly
selected, or assigned”
- Open, green space concept, everyone is responsible
for maintaining the whole space, with smaller sections
assigned to specific members. This set-up works best
when the garden is being used for demonstration and
educational purposes
- Entrepreneurial gardens where everyone shares in the
maintenance and profits (Worden, Hunsberger +
McLaughlin, 2009)
OperationsThere are multiple ways to organize the operation of the gar-
den. It is an assumption that this garden will be used to grow
vegetables.
• Write by-laws
The garden is an organization and requires the standard
structure in which to operate. The by-laws are there to
protect everyone and set standards by which the members
are held.
- Set guidelines for expected behaviors within the garden.
- Set expected hours of operation, collections of fees if apply.
- Make accessible to all
- Alcohol and drugs policy
• Gardner guidelines
Create a set of guidelines for all to follow to ensure the
garden operates properly. Make sure any assumptions are
addressed and discussed.
Anticipated staffing needs are:
• Full-time employees (paid)
- 2 full-time managers or overseers with horticultural
backgrounds
- 1 to 2 maintainers (depends upon the season)
- 1 part-time paid educator
• Volunteers (non-paid help)
- Volunteers to help the maintainers (pulling weeds, etc.)
- Volunteers for moving, planting and basic heavy garden
maintenance
- Volunteers for events
- 3-5 volunteer educators for workshops and educational
programs
- Volunteers from other organizations to work and teach in
the garden
- Identify 1 or 2 handymen as back up for maintenance,
if needed.
- Identify volunteers with vehicles for hauling compost
and tools
- If Libertad is to run a concession stand in the park, staffing
needs will be TBD
Section II: Services
2� 2�
- Discuss if pesticides will be allowed. If so, which ones?
- Are there consequences for unattended plots?
- Are there planting restrictions?
- Types of composting allowed in the garden
- Pets
- Violation of rules and guidelines, what happens when
they are violated?
- Garden during daylight hours
- Garden in pairs
• Create financial parameters
Finances parameters are extremely important. Make sure
there is a set of checks and balances for the people handling
the money and that no one person is responsible for all of
the financial transactions.
- Maintenance of structures
- Maintenance of water supply
- Supplies
- Tools
- Storage
• Fundraising expectations
Discuss the revenue streams and the utilization of the
revenue once it is captured.
- How will fundraising be conducted?
- Is sponsorships or partnerships included?
- Can fundraising be from something the garden produces?
• Legal Issues
Protect the members of the organization legally from harm.
- Are the employees covered?
- Are liability issues covered?
- Theft and vandalism reporting structure
- Photo permissions
- Create a map of plots, who has what
- Safety procedures
(Worden, Hunsberger + McLaughlin, 2009)
(McKelvey, 2010)
Section II: Services
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Corporate Donations
Potential corporate donors may include companies that have
goods, services, and/or objectives that align with the Blk
Projek. These may include large companies such as Target
and Lowe’s and also local businesses that seek to help the
community.
Individual Donations
Blk Project can reach out to individual donors throughout New
York City to help subsidize its costs. The organization could
acknowledge donors on an installation that lists contributors
in an aesthetically pleasing manner. Additionally, bi-annual
fundraisers marketed throughout the city could help to spread
awareness of its goals and efforts.
PromotionTo make the most optimal use of its financial resources, the
Blk Projek must utilize low cost methods of maximum impact.
It should undertake a two-part strategy to realize its objectives.
Part one of its promotions strategy is to advertise to local resi-
dents to increase their involvement with the farm. By involving
as many members of the community as possible, Blk Projek will
be able to generate buzz and excitement that will help it grow.
The second part is to market itself to potential donors in order
to generate revenue. These two parts while somewhat unified,
require distinct approaches in order to maximize return.
Part I: The local community
• Advertisements and marketing materials should be designed
with the bilingual audience in mind (Spanish and English).
They must be distinct graphically in order to attract local
residents. Additionally, instructions on how to take future
action should be easy to understand and undertake.
- Flyers
- Posters
- Small local papers (Bronx)- Build relationships with local
writers to obtain coverage of Blk Projek’s endeavors
- Social media groups
PriceThe goal of the urban farm is to be free to the public so that it
is accessible to all those responsible parties in the community
that want to be involved. The organization will be challenged
to generate enough income to purchase materials, equipment,
maintenance, labor, marketing, and events. Blk Projek must
seek funding from various sources in order to provide a diverse
base of revenue that protects itself from fluctuations in the
economy. These may include government grants, and both
corporate and individual donations. Blk Projek may also seek
donated goods and materials in addition to financial support.
Following are examples potential sources of income for the
Blk Projek.
Grants
Potential grants resources include federal and state agencies
as well private foundations.
• The Wallace Foundation’s Healthy Urban Food Enterprise
Development Center is accepting proposals for grants for
organizations trying to improve access to healthy and local
foods. Grants range from one to three years and can go up
to $100,000 (Wallace Center, 2010).
• Communities Creating Healthy Environments is looking for
organizations trying to improve access to healthy foods
and recreational space in communities of color. Prevention
of childhood obesity is also a goal of the initiative. 10
grants of up to $250,000 will be given (CCHE, 2010).
• The Community Food Projects Competitive Grants Pro-
gram is a federal program aimed at serving low-income
communities through innovative solutions that solve local
needs through innovative solutions. Awards can range be
tween $10,000 to $300,000 (USDA, 2009)
• The New York State Department of Agriculture and Markets
supports local farming efforts through grants to organizations
seeking to improve access to healthy foods in low-income
areas. In 2009, grants ranged between $5,000-$24,950
(New York Bounty, 2009)
Section III: Marketing
2� 2�
Implementation Strategy 1. Multi-dimensional
One of the goals of the marketing strategy is to add
meaning to every phase and step in its implementation.
This is aligned with the project’s goals of infusing “love
and understanding” in its endeavors as emphasized by
this brief’s proposed tagline, “Good love needs good food.”
2. Multi-phase
a. The participation from individuals/organizations in this
marketing strategy will come in different predetermined
levels of involvement.
b. This will make it easier for these participants to commit
their efforts, time, and money based on their capacities.
c. There will be an evaluation after every phase to determine
the success points and details that can still be improved.
d. In terms of budgeting, the policy is “free things first”;
activities that can be done for free will be prioritized
before expenses are incurred in the production of
marketing materials. For example, a blog site will be
utilized first before magnets and buttons are made.
Logos that can be stamped onto different media/
papers will be chosen over stickers.
3. Multi-sensory
a. The implementation strategy will, as much as possible,
commit to a multi-sensory approach.
b. This means that in every contact point between the
collaterals/materials and its target audience will as
much as possible appeal to the different senses.
The organization’s blog will have videos and pictures.
The give-away refrigerator magnets will remind the
participant about good food every time s/he reaches
for the refrigerator door. The participants will be
equipped with “talking points” from the flyers they will
be receiving, in order for them to discuss and promote
the organization to their peers and friends during social
events.
- Blk Projek blog
• Post-participant success stories
• Blk Projek employees can go to local food banks, churches,
farmers markets and schools for impactful for word-of-
mouth advertising. They could hand out postcards or
similar literature for people to take home with them.
Additionally, signup sheets for events at the farm could
help secure participation on the spot.
• Special events bi-monthly could help to build excitement
and increase community involvement. Some ideas for
events include:
- Family and senior participation days
- Family picnics
- Cooking demonstrations
- Days highlighting a specific food product and its cooking
uses and nutritional benefits
Part II: Donors
• Advertisements and marketing materials should be bold
and well designed to distinguish itself in a crowded market
place. One strategy may be to provoke potential donors
with statistical information regarding the needs of Hunts
Point.
- Social media groups
- Blk Projek Blog
- New York City newspapers
- New York City blog writers
- Personal contact of individual donors known to make
contributions to similar organizations and causes
- Contacts made at urban agriculture events throughout
the city
- Semi-annual charitable events located both at the garden
and in the city.
Section III: Marketing
30 31
The Design Brief1. Objectives
a. To be the visual/look of the campaign as the Libertad
Urban Farm is launched
b. To increase awareness of the Libertad Urban Farm to
i. The community
ii. The participants/volunteers (existing and prospective)
iii. The local government units
iv. Donors and grant-giving bodies
c. To launch tagline: “Good Love needs Good Food” and
to relate that with Libertad Urban Farm (reason for logo
and tagline appearing together on launch collaterals)
2. Tone, Look, and Feel
a. Direct-to-point; visual, texts, and details are easy to
read, easy to understand
b. Warm and appealing
c. Easy to reproduce on different media (print, web,
photocopying, screen printing, etc)
d. Proposed design solution
i. For continuity, use existing Libertad Urban Farm logo,
specially that it was created recently, just last August 2009
ii. Add tagline to logo “Good Love needs Good Food”
iii. Develop different applications of logo across different
collaterals (see the list of recommended collaterals/
items on the following pages)
Production DetailsThe materials and collaterals are listed below in order of
importance and value for money/investment.
Section III: Marketing 1. Website/Blog
a. Cost: $ online time + manpower
b. Use existing and current interface: http://theblkprojek.wordpress.com
i. Specifically for participants and volunteers
c. Or create an alternative site for donors/grants
i. With content specifically created for donors and grant-giving bodies
ii. More formal content
iii. With images, testimonials, and features of success stories from
participants or from similar organizations to highlight a successful
track record
2. Presentation Kits for Donors/Sponsors/Grants
a. Cost: $ paper and printing (based on available office supplies)
b. Estimated cost per kit $ 35
i. Printing of several pages of information on quality paper
ii. Presentation folder
iii. Large envelope
iv. Business card
c. All collaterals are printed one color (green) to save on costs
d. Also, the one color logos can be printed on different media by
using a manual wet ink-stamp
Colored (web,
on-demand
low-volume prints)
Black and white
(for printing on
colored media)
Green and white
(for green ink
printing – ink
stamps, one color
printing on white
paper, etc.)
Logo Variations for Different Applications
32 33
Section III: Marketing
3. Flyers
a. Cost: $ 30 for 1000 quarter-page-sized flyers)
b. Recommended supplier: FedEx
c. Via their website https://printonline.fedex.com/
d. B&W printing
e. 4 prints / letter-sized page
f. Single-sided
g. Choice of colored paper
h. Includes cutting
i. Note: for brochures, cost is doubled depending on size of paper and
number of pages required. This cost quoted above is scalable up to
5,000 units. For a volume of more than 5,000 units (presenting
information that is not time-sensitive), it is advised that offset printing
be used instead for cost-effectiveness.
4. Community Board
a. Cost: (recycled material)
b. A painted recycled large wooden board may be used
c. Strategically positioned in an area in the community with
thick human traffic, visible to a lot of the community members
d. Size dependent on where the board will be posted. It can also
be posted in community areas, store shop windows, etc.
e. Information may be updated weekly via printed-out sheets
5. Refrigerator Magnets
a. Cost: $ 356 for 1000 pieces
b. Recommended supplier: NG Slater Buttons
(telephone +1 (800) 848-4621)
c. Product code: Magna-Tel (R) - ASI/68480 - Rectangle5
d. Dimensions: 1 5/8” x 2 1/2” (or similar dimensions)
e. Lead time: 7 working days
f. Material: 35 mil. - Flexible non-toxic magnet
g. Costing
i. Quantity Price
ii. 500 pcs $0.582 each
iii. 1000 pcs $0.356 each
iv. 1500 pcs $0.289 each
v. 2500 pcs $0.214 each
vi. 5000 pcs $0.160 each
vii.10000 pcs $0.129 each 6. Buttons
a. Cost: $ 100 for 125 buttons
b. Recommended supplier: NG Slater Buttons
c. Re: Robert Slater, President (Robert Slater, President )
Note: Mr.Slater will be ok with giving discounts for non-profit
organizations and socio-civic activities
d. Contact information
ii. 42 West 38th Street - Ste. 1002
iii. New York, NY 10018
iv. Tel: 212-768-9434
v. Fax: 212-869-7368
3� 3�
Section III: Marketing
7. T-shirts
a. Cost is $ 16.10/pc minimum of 5 shirts/order, various sizes/colors
b. Recommended supplier: Embroidery Zone
i. 2849 Middletown Road
ii. Phone: (718) 430-1100
iii. Fax: (718) 430-1103
iv. Email: [email protected]
v. Compare $16.10 cost of Embroidery Zone to $ 25 cost of
www.Zazzle.com
c. $ 16.10 cost is for 1 color printing
d. Artwork maximum size is 12 x 13.5 inches
e. Same rate for small logos on left chest
f. For 3 colors, cost is $ 43.68 minimum of 5 shirts/order
g. Shirts are 100% cotton
Product The product (community garden) needs to act as a powerful
tool in building a strong and positive community experience.
In order to create a sense of pride and achievement,
the product needs to provide community members with a
sense of purpose and motivate them to work together. The
community garden needs to provide for activities, projects,
and events that are always evolving and relevant to the needs
of the community. These must be tied in with a reward or
reimbursement program that compensates local members
for their efforts while building an entrepreneurial spirit amongst
them (for example: hourly stipends, cultivated produce,
education and training, etc.).
Physical PlantThe physical plant needs to provide for a space that will
encourage community building and empowerment. To
accomplish this there will be allocated areas for education
and training, recreation, and urban agriculture. In the space
that provides for education and training opportunities, the can
be a variety of workshops, vocational classes, and training lessons
pertaining to urban agriculture, pottery, healthy living, etc.
The objective of creating a recreational space is to allow
community members of different ages and backgrounds to
come together and interact with each other in a safe and
healthy environment. This will encourage dialogue amongst
the members and foster supportive relationships. In providing
for a place for exercise and physical activity, it will encourage
healthy habits and a sustainable lifestyle in the area. Lastly,
urban agriculture will give community members the opportunity
to cultivate fresh fruits and vegetables and gain entrepreneurial
skills and business know-how in the process.
ProcessThe process includes planning, execution and evaluation of
this concept. To begin with, The BLK Projek needs to build a
coalition/strong ties within the community as well as key play-
ers including governmental organizations, NGOs, local busi-
3� 3�
Section III: Marketing
nesses, etc. This team will have to start by outlining a clear
and concise plan of action with well-defined objectives,
actions, and measures of success within a timeline. To
create positive change in the community over a sustained
period of time, on-going leadership will be necessary to ensure
that the plans, actions and results are at par with expectations
and adapt and evolve as and when needed.
Action & Implementation Steps:• Hold a community meeting/event in the space
• Recruit local members who want to take an active role in
the project
• Form a coalition
• Outline a detailed plan with timeline and deliverables
• Meet weekly to check progress and implement changes
as required
People• Tanya Fields: Tanya is the point person directing the project.
She brings passion and energy to the organization and
feels a deep connection to the community. Although her
background is not in urban agriculture, her drive, strong
personality and connections with the community will allow
the project to succeed. She will advise the marketing team,
approve advertisements, and promote via word-of-mouth
efforts.
• Jaime Stein & Sustainable South Bronx (SSBX): Jaime is a
co-teacher of the Design Futures class at Pratt Institute.
Leveraging her environmental science background and
expertise in public health impacts of the built environment,
Jaime is a strong asset to the project. She works with the
Sustainable South Bronx and can partner with the community
to attract attention to the project and make community
members evangelists for the cause.
• Sami Nerenberg: A co-teacher of the Design Futures class
at Pratt Institute, Sami has a background in community
designing and environmental justice. Pairing this knowledge
with her commitment to social entrepreneurship, Sami can
be a huge advocate for the project and raise awareness
about it.
• Community Members: The people living in the Hunts Point
neighborhood and the surrounding regions of the South
Bronx stand to have the most to gain from this project.
Their participation is the one of the most critical elements
to ensure success.
• Pratt DM Students: The Class of 2010 is lending its design
management skills to the project. These 21 students come
from all around the world and bring with them a wide variety
of industries and talent, as well as a thorough understanding
of design management and an eye for strategic design.
• NY Parks & Recreation Department: Although at this time
Parks and Recreation is a barrier to the project, it would
ideally be a beneficial to partner.
• Schools: Working with local elementary, middle, and high
school students and faculty to spread the word will help
reach the adult members of their families. Forming relation-
ships with schools could also bring students into the learning
environment of the urban farm in partnership with
some of their classes.
• Local Businesses: There is an opportunity for local busi
nesses to partner with this project in a mutually beneficial
way. They will be approached as potential donors and to
place flyers and information regarding the initiative.
• Other communities: This project could become a role model
and template for other communities in similar need of such
a community-building effort and learning experience.
Networking with other local communities can increase
awareness about nutrition and the environment and bring
more participants to the urban farm.
3� 3�
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Section IV: References