"The OAN has played a huge part in helping us achieve a presence with the public."
Matt Sander's Landscaping
OAN Marketing Programs
The OAN markets Oregon plant material and member growers on three major fronts: 1) publication of an annual OAN Nursery Guide, both in a printed and online format; 2) representation at major trade shows around the country; 3) and promotion of the industry through national print advertising and direct marketing campaigns.
OAN Nursery Guide
The annual OAN Nursery Guide is a powerful and economical marketing tool. The guide contains plant, service or supply listings from various vendors in 5,721 different categories. There are 5,263 separate plant varieties, 600 companies and 426 growers listed. The guide is indexed by both common and botanical name for easy reference. Plant listings contain production information for liners, bareroot, seedlings, balled & burlapped, bulbs, container and cuttings. The services and supplies listings indicate whether the service or supply is targeted to the landscape, retail or wholesale sectors.
Approximately 7,000 copies of the guide are printed each year, with introduction of the new edition at the Farwest Show in late August. These books are distributed free to OAN members and others in the industry via mailings or through distribution at industry trade shows. For a nominal shipping and handling fee, we will mail a copy to you.
The online version of the guide (www.nurseryguide.com) made its debut at the 1997 Farwest Show. It is targeted to wholesale buyers of Oregon nursery stock, supplies and services. It's a searchable database that allows users to find any plant, supply or service listed in the printed version of the Guide simply by typing in the name (or even part of a name), making it easier than ever for buyers of Oregon plant material to go shopping 24 hours a day, from anywhere in the world! The online version also has a variety of sort features that can greatly broaden or narrow searches, as well as features that enable companies listed in the guide to be reached by e-mail or link their web page to the OAN's site.
National Promotional Efforts
“Oregon. The state of perfectionSM” is the tag line for an OAN national advertising campaign. It describes the perfect growing conditions that are unique to Oregon and the long and proud tradition of our nursery industry.
"The Complete book of Treasures." headlines the newest natonal advertising campaign. The ad touts the value of the OAN Nursery Guide and nurseryguide.com for anyone seeking healthy plants, constant quality, incredible variety and outstanding value.
The marketing goal of the OAN is to create an eduring preference for Oregon plants. When customers and prospects think about ordering quality plants, we want them to think of buying from Oregon first. The positioning and beautiful images in the ads, plus a sustained efforts directed to the trade will generate more interest in Oregon plant material.
The Oregon Grown logo is available to Oregon-based OAN member growers and retailers for use in their marketing initiatives. Contact the OAn office to order your Oregon Grown sign.
Wholesale Trade Show Representation
As part of its marketing program, the OAN exhibits at the largest nursery trade shows in the United States: Farwest Show and MANTS. OAN members will be distributing OAN Nursery Guides, Digger Magazine and other promotional materials at other national shows.
Digger is an OAN-produced monthly publication designed to improve the quality and viability of Oregon’s nursery industry. This free publication is distributed in all 50 states and ten foreign countries. » Subscribe On-line
Editorial content and supporting advertisements supply OAN-member nursery and greenhouse growers and retail operations with timely and critical information to help them better grow, market and distribute their products. The magazine offers information on market trends, production methods and business management practices, as well as providing coverage of state and federal industry-related activities and other news affecting Oregon’s nursery industry.
Nursery and Garden Center Guide
Widely recognized as an important resource for gardeners and a great advertising vehicle for retail members, the OAN Nursery and Garden Center Guide is published annually. The OAN will distribute 30,000 copies of the 2012 Nursery and Garden Center Guide to these important buyers, starting with an exciting public launch at the 2012 Yard, Garden and Patio Show, the second largest consumer gardening event in the West. With an estimated use of 24 times throughout year, the Nursery and Garden Center Guide delivers 720,000 impressions, all year long.
An online version of the map, with door-to-door driving directions, supplemental information, photos and more.
The OAN Shade Tree Certificate Program helps homeowners replace trees that interfere with power lines. Foresters with PGE provide a certificate redeemable at any OAN member nursery. The program gives nurseries new business, as well as reimbursement for the certificate amount. Questions? Contact Debbie Hopkins at 503-582-2004 or firstname.lastname@example.org.
» View the program details (pdf)