Blooms of Bressingham marketing teamPaul Macdonald2017-06-08T07:17:46+00:00
Blooms of Bressingham® marketing team
This American owned marketing company (now called Must Have perennials™) administrates permissions and royalties for producing and selling patented varieties of garden plants. Its value-add is the provision of marketing support all through the supply chain. From plant breeder, to commercial grower, to retailer, to commercial landscapers, garden designers and home gardeners.
As a globally operating business, Blooms of Bressingham’s success relied upon international cooperation. As a member of its marketing nucleus, I was part of a team comprised of people living in the USA, UK, the Netherlands and across other parts of Europe. For 7 years, I collaborated with them and numerous stakeholders to create marketing materials and secure publicity, with integral involvement in discussions about alignment of operations.
Highlight achievements from this involvement include:
Planning a press event at the Bressingham Gardens in the UK, where world-renowned garden designer Adrian Bloom hosted discussions with leading UK and North American garden writers.
This included collaboration with Adrian Bloom with regard to scheduling and establishing expectations, and communications with garden writers and broadcasters to maximise appropriate attendance.
Planning, directing IT development and writing content for an entire new website promoting the Blooms of Bressingham brand and its products to businesses and consumers worldwide.
This included working with both the Blooms of Bressingham team and a custom website development company to devise specifications for the CMS and searchable product database, which had to deliver appropriate results to four different audiences.
eBook product catalogue
Planning, directing IT development and writing content for an interactive eBook version of Blooms of Bressingham’s product catalogue. The perfect medium for cost-efficient production and distribution of a plant catalogue where high quality images are key to sales, it was the first catalogue to be produced in this format for the horticulture industry.
Plant of the centenary
Maximising publicity opportunities which contributed to one of Blooms of Bressingham’s plant varieties, Geranium Rozanne®, winning the public vote for Plant of the Centenary at the 2013 Chelsea Flower Show.