From Retailer to Resource: Humanizing Moon Valley Nurseries

While Moon Valley Nurseries is a trusted name in plants, the brand needed to differentiate itself from big-box competitors. The solution lay in their internal talent. We identified an opportunity to humanize the brand by leveraging their nursery pros and landscape designers—turning their technical expertise into a media asset that is directly connected to consumer needs.

Our goal

Elevate visibility and credibility by transforming Moon Valley staff into “go-to” media sources. We sought to drive sales not just through product promotion, but by building a reputation for expertise that gave homeowners the confidence to purchase.

Strategy

Executed an expert-driven media relations strategy focused on three core pillars:

Seasonal Newsjacking: We aligned media pitches with the calendar and the forecast. Whether it was “how to save your trees from the frost” or “what to plant for spring,” we ensured the brand was part of the conversation when it mattered most.

Scalable Localization: We tailored outreach to specific District Marketing Areas (DMAs). This ensured that a customer in Texas received relevant advice for their climate, while a customer in California received different, equally relevant tips, building trust at the local level.

The “Nursery Pro” Persona: We successfully positioned the nursery pros as thought leaders, securing interview segments that translated complex landscaping concepts into simple, televised advice.

The result

The campaign successfully positioned Moon Valley Nurseries as the premier educational resource in the industry.

Volume

Secured 155 unique earned media stories.

Reach

Delivered an estimated 1,114,710,472 audience reach.

Value

Generated $10,792,325 in total PR value.

Scale

Achieved consistent coverage across 11+ major local markets.

Testimonials

I’ve had the pleasure of working with MassMedia for more than 10 years and they have helped us in so many ways, strategically and executing on multiple campaigns. Every meeting I have with them is exhilarating because they have so many creative ideas for how we can connect with the communities and customers we serve. It’s something that has impressed me for years.

I have been working with the MassMedia team for more than seven years. They are highly engaged, proactive and truly care about offering marketing strategies that address what we’re facing both as an organization and within the healthcare industry. The team is creative, attentive and truly a pleasure to work with.

I have had the pleasure of working with the MassMedia team for more than 6 years. From the very start, they showed a profound understanding of our services and a commitment to delivering quality work. In a world where marketing agencies often over promise and under deliver, MassMedia truly stands out. They don't just bring innovative marketing business solutions, they build metrics and tracking to ensure the campaigns yield results.

When I started my search for a new advertising agency in 2020, I wanted a firm who not only understood my vision but one that would execute that vision as a true partner. MassMedia has exceeded my expectations in both areas. They are a group of talented individuals with an unmatched ability to create impactful marketing strategies that work cohesively to drive our business forward.

When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

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