In 1988 Susan McCoy put her daughter, Katie, on the school bus to start kindergarten and opened the doors of IMACT Marketing & PR, Inc.
Today, IMPACT celebrates 20 years of providing uncompromised marketing services to clients from around the world. Recognized as one of the top 10 PR agencies in the Philadelphia area, with office in Philadelphia and Seattle, the firm now specializes in the green, outdoor living industry and trades as Garden Media Group.
Building the Dream
Along the way, IMPACT’s well-pleased clients have included Herr Foods, Trammell Crowe Company, and The Academy of Natural Sciences in Philadelphia, where they launched “Giganotosaurus” with a media splash that gained world wide attention.
“But it was our work with the American Mushroom Institute that led us to the green industry,” explains McCoy. “The late Dick Hutton, then head of The Conard-Pyle Co., liked what we’d done to turn perceptions around for the mushroom industry and wanted us to represent Star Roses.”
It was IMPACT’s big break and first national client. Within a short time, the firm began to work with Campania International, a Dutch bulb company, the Philadelphia Flower Show, Ball Horticultural and Longwood Gardens. It was then that McCoy decided to focus on gardening and started a new division called the Garden Media Group in 2002.
Since that strategic decision, the Garden Media Group has carved out, captured, and now “owns” the garden and outdoor living niche, earning the reputation as the ‘go-to’ agency for start-ups like Zeba and Organic Mechanics Soil Company to national brands such as Knock Out® roses and Endless Summer.
“GMG is known as the best connected, results driven resource in the green industry,” says Steve Hutton, president of Conard-Pyle, introducers of the famous Knock Out® Roses. “Our brand recognition has soared since our relationship began in 1995. They consistently deliver 200% more than we expect and have created a dialogue with our customers that is unsurpassed."
From long-standing clients like Conard-Pyle and Campania to Organic Mechanics Soil Co and Alfresco Homes, GMG continues to add new clients.
Always mindful of their credo “Your reputation is our mission”, GMG recently welcomed four new companies to its family of clients: Costa Farms, the largest producer of indoor plants in North America; terrain, Urban Outfitters first home and garden lifestyle store; Briggs Nursery, more ...
GMG celebrates 20 years ... 2
the world’s largest introducer of rhododendrons and a tissue culture pioneer; and American Beauties, a line of native trees, shrubs and perennials.
“GMG opens doors and gets results,” explains Marta Maria Garcia, marketing director of Costa Farms in south Florida, on why they selected the firm. “They have increased brand awareness and helped us develop out-of-the-box programs to reach our customers.”
Most recently, GMG launched for Costa Farms a national public-service campaign, “O2 for You, Plants with a Purpose”. In addition to traditional marketing, the grassroots campaign included donations of plants to new mothers at hospitals in New York City and Philadelphia, creative You Tube videos, and a Facebook campaign. The effort to raise awareness of the health benefits of indoor plants is being expanded for 2009.
McCoy also brags about her dedicated staff. “Everyone loves what they do and work as if each client is their own personal business, their responsibility. I could not have made it this long without such talented people, who make it a joy to come to work.”
GMG also publishes an annual Garden Trends Report, one of the most read reports in the green industry. McCoy speaks nationally on “trends” and writes a regular column in the new international magazine, Gardens International, based in the Netherlands.
“If you need to have your finger on the pulse of what's going on and who's who in the gardening, landscape and green industries, GMG is an incredible resource,” says Kellee Magee, director of member resources, American Nursery & Landscape Association. “Anyone would be thrilled to have them on their team!”
So tip a glass and celebrate with IMPACT Marketing and the Garden Media Group, as the firm marks this anniversary milestone with deep-felt gratitude for a dedicated staff and exceptional clients new and old, and those, yet to be.