Yuruga Nursery

Opportunity
Yuruga Nursery, an Australian native plant and mass-production, commercial agriculture nursery, was bought out of liquidation in 2017 by Howe Farming. The new owners saw an opportunity to rebuild the declining retail nursery business and safeguard local employment in the Atherton Tablelands, but first needed a localised consumer marketing strategy that would build brand awareness and turn around declining sales. 

Solution
Through a strategy workshop and brand and marketing audit, we redefined Yuruga’s business purpose, and developed a meaningful mission statement, brand identity (and creative execution), target audience, key messaging hierarchy and media strategy. From there, we developed an integrated marketing, retail and sales strategy that drove awareness, and attracted new and welcomed back existing customers to the nursery. We also helped develop Yuruga’s digital and retail promotional offer and provided advice on its retail store design and Yuruga’s staff engagement and retention strategy.

Results
The impact was immediate. Sales grew by more than 20 per cent. New staff were recruited in the first three months to support increased customer visitation and sales. In fact, it was so successful, Yuruga stopped chasing wholesale business in order to focus on supporting its retail business. The work with Yuruga continued beyond the project, helping up-skill the team and providing marketing direction and support to senior management.