Founded in 2012, Edible Garden City (EGC) champions urban farming and has built and maintained more than two hundred food gardens for restaurants, hotels, schools and residences in Singapore. They also supply fresh herbs, flowers and vegetables to food and beverage outlets as well as households, and conduct regular gardening and sustainability workshops. EGC operates their own farm in Queenstown – touted as a model for urban farming that grows fresh produce in sustainable ways. More information on the social enterprise and their initiatives can be found on their corporate website: https://www.ediblegardencity.com/.

Imagine you are the Head of Marketing at EGC. Assuming that there are currently nopandemic-related restrictions on movements or social interactions, you have been tasked to expand its Therapeutic Horticulture initiative (https://www.ediblegardencity.com/therapeutic-horticulture) to reach more beneficiaries. The initiative was based on the belief, backed by research, that gardening could help to alleviate stress and improve mental well-being, especially among vulnerable groups in society.

a)Briefly justify the choice of beneficiaries you intend to target. Design a social media-based publicity plan to raise awareness among your target public/s and drive participation for it. Propose suitable social media platforms you can use, keeping in mind your target public/s. Discuss and recommend key considerations to bear in mind when building relationships with stakeholders through social media platforms. (50 marks)

b)Prepare a news release on EGC’s initiative – as discussed in Question (a) – for dissemination to Singapore’s major news media organisations. You should include a strong news angle in the title and lead paragraph and support it with newsworthy information about the initiative. You may also make up plausible information on the initiative, for the purpose of this news release. (50 marks)

The word limit for this assignment is 1600 words.

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