Wright Scoop Challenges Green Industry to Deliver Brand Equity
Richmond VA based The Wright Scoop – consultant, lecturer, & wordsmith, Sylvia Hoehns Wright, nationally recognized contributing writer and communications specialist, challenges International Floriculture Expo attendees to inject products, services and organizations with an unique, consistent, desirable persona-position delivering brand equity.
Deliver Brand Equity - Based on nation-wide research and examples of some of the best marketers and communicators in the business, Wright provides an understanding of the 6 P’s – product, publicity, promotion, people, planet, & profit – as each influence market share communication. Sharing her scoop – who, what, when, where, why, how and benefits of ‘growing green (profit/planet)’ market share, in her book - The ABCs of Green Industry Communications: assess, brand & communicate, Wright – as well as other Industry professionals provide tips related to identifying a niche, developing sustainable business strategies and implementing communication activities that enable market share - not simply the mechanics but examples of activities proven to create niche presence.
Words of Praise for Wright's Work – “As a former educator, I’ve observed as Wright emphasizes, an image – brand must be relevant, avoid loss of market share through attrition, while placing emphasis on eco-greening aspects of the product or service provided." - Leonard O. Morrow, PhD, retired botanist and horticulturist.
“Wright’s topic, Creating a Brand Name You, is “right on target with our objective of improving communication within our department.” VA Housing Development Authority
“For the ‘original GREEN industry’ it’s more important now than ever before to communicate effectively with our ever-changing end consumer - outdoor decorators and home gardeners. Staying relevant to emerging generations of customers will be one of our biggest tasks over the next decade and communication is the key. Ideas abound in ABCs of Green Industry Communications as Sylvia Wright profiles some of the best marketers and communicators in the business, bringing fresh takes and new approaches to attracting and engaging customers.” – Bill Calkins, business manager at Ball Horticultural Company in West Chicago, Illinois.
Project Back Ground – Acknowledging Leonard O. Morrow, PhD, retired botanist and horticulturist, as the person who initiated her involvement, Wright solicited help from editors, colleague writers and speakers; and of course, an array of Industry professionals.
Industry data was collected through interviews, distribution of a survey and the visibility of an ongoing Mid-Atlantic Grower newspaper column. As a result, Wright’s research profiles examples of failed media campaigns as well as the success stories of case study participants such as Tony Avent, Tom Leonard, Lin Diacont, Stan and Nicole Schermerhorn, Jennifer Loyet-Schamber, Rob and Megan Weary, Brent and Becky Heath, Jeff Minnich, Annette Pelliccio, Lisa Taranto, Dick and Judith Tyler, Edmund C. Snodgrass, Renee Shepherd, Jeff Miller of the Virginia Green Industry Council, Mike Lockatell, Matt Cross and Novalis®.
Specifically, Wright emphasizes what worked yesterday, may not work today and what works presently, may not continue to work; highlighting underlying mechanics appear to transfer from sector to sector. Challenging all to identify and then, project well-put-together differentiation images, a brand – you.
Career History – Aware present-day globalized markets require you don’t simply sell your work but your self, through soliciting assignments, networking, and gaining credentials through education and experience, Sylvia Hoehns Wright became a nation-wide recognized brand, ‘green’ writer and Industry advocate. A former tech/business communications specialist, she transitioned an avocation into an environmental vocation encouraging all to ‘go green,’ move from eco-weak to eco-chic. As a result, she is the recipient of the ‘Turning America from Eco-weak to Eco-chic Award.’
“Sylvia’s eco-chic advocacy embodies every aspect of the consumer educational campaign we hoped to inspire,” said Den Gardner, executive director of Project EverGreen, www.projectevergreen.com. “The judges were impressed with her ongoing effort to teach eco-green. For, our vision is to be a global organization that empowers people within communities to change society through the responsible creation and preservation of sustainable green spaces, such that the ever-increasing impacts of global warming in the world are measurably reduced; because Green Matters!”
Having provided speeches for the Garden Writer’s Association Symposium, Industry short-courses and association meetings, Wright presently offers her ‘green marketing’ communications course through the Virginia community college system. She blogs on BGTV-Green, publishes columns with the Mid-Atlantic Grower newspaper and V Magazine for Women, and is a contributing writer for Green Profit and Today’s Garden Center magazines as well as other business sector publications. Wright serves as volunteer PR for Virginia’s Go Green projects, www.virginiagreen.org and Beautiful Gardens®, www.beautifulgardens.org. As the recipient of the Turning America From Eco-weak to Eco-chic Award, Wright challenges all to move from eco-weak to eco-chic – ‘green’ life’s garden, one scoop at a time.
Details of Wright’s business, communication or environmental activities are available at web site www.TheWrightScoop.com or contact Sylvia@TheWrightScoop.com or call 804-672-6007; or for details of her books, see Wright’s web site, Sylvia’s Store - http://stores.lulu.com/syhwright.
Sylvia Hoehns Wright