美国 花园传媒集团 Garden Media Group – 园艺公关与营销平台

历史沿革

花园传媒集团 (Garden Media Group) 总部设在美国宾夕法尼亚州切斯特县 (Chester County)，专门给园艺、花园和户外生活行业的公司做公关与营销。1988 年，苏齐·麦科伊 (Suzi McCoy) 在费城创办了母公司 IMPACT Marketing，最早的客户来自银行、医院、地产开发商和赛马训练师；后来她接手美国蘑菇产业的公关，意外转入了园艺圈。她最早的园艺客户之一是 The Conard-Pyle Co.，公司帮她推广的产品里包括后来改变园艺界的 Knock Out 系列玫瑰。2002 年，公司以 Garden Media Group 的名义全面转向园艺产业，2020 年 1 月 1 日，麦科伊的女儿凯蒂·麦科伊·杜博 (Katie McCoy Dubow) 正式从母亲手中购入公司，出任总裁，公司就此进入第二代经营。

业务范围

花园传媒集团面向园艺与户外生活行业，提供品牌建设 (Brand Awareness)、公关活动 (PR Campaigns)、产品发布 (Product Launch)、媒体关系 (Media Relations)、内容营销 (Content Marketing)、社交媒体营销 (Social Media Marketing) 和演讲活动 (Speaking Engagements) 七大类服务。依托 30 多年积累的媒体人脉，公司帮客户对接《纽约时报》《华尔街日报》《福布斯》《建筑文摘》《HGTV 杂志》《华盛顿邮报》《好管家》《园艺知多少》等主流媒体的记者资源，同时也帮客户打通零售渠道和电商平台的关键采购环节。

主要客户

公司的客户名单覆盖美国园艺与户外生活行业的主要品牌。花卉与观赏植物端有 Costa Farms、Ball Horticultural Co.、Star Roses and Plants、Jackson & Perkins、Plant Development Services (Southern Living® Plant Collection)、Centurion Brands 等；花园机构端有 Longwood Gardens 和荷兰球根贸易协会 Royal Anthos；家居与生活方式端有 Davey Tree Expert Company、National Wildlife Federation、Flowerbulb.eu、Hoselink、Park Seed、Bushel and Berry® 等。不少客户与公司合作超过 20 年，最早的一批合作可以追溯到 1995 年。

年度趋势报告

从 2001 年起，花园传媒集团每年发布《花园趋势报告》 (Garden Trends Report)，由公司团队研究全球家居、时尚和园艺消费趋势，再结合媒体与行业专家访谈做出预测。历年报告曾预判户外生活热潮 (2001)、容器园艺 (2003)、家庭菜园兴起 (2004)、本土植物回归 (2007)、本地化消费 (2008) 和垂直园艺 (2009) 等方向，每年的电子版都放在公司网站免费供下载。2026 年的报告题为 “Lemonading”，主张把日常生活里的小愉悦转化为园艺动力，重点关注为传粉者、社区和地球做贡献的种植方式、用数据和技术让园艺更高效，以及把植物与园艺工具作为自我表达的载体等七大趋势。

行业认可与公益

2017 年，公司因为网站重设计获得园艺传播者协会 (GWA: The Association of Garden Communicators) 媒体奖银奖。2018 年，凯蒂·杜博入选温室产品新闻 (GPN) 40 Under 40 榜单，并被选入宾夕法尼亚景观与苗圃协会 (PLNA) 董事会；2020 年获得 Sprout 杂志颁发的 “Always Be Growing” 年度奖；2021 年被 BUILD Magazine 评为最佳园艺公关传播公司。公益方面，公司赞助特拉华州威明顿的 Relay for Life 抗癌公益行已经接近 20 年，员工也会定期支持土地信托、园艺社团和当地的食物银行。

Company Background

Garden Media Group is a second-generation, women-owned public relations and marketing agency headquartered in Chester County, Pennsylvania, that has worked exclusively with the horticulture, gardening, and outdoor living industries for 38 years. The firm’s parent company, IMPACT Marketing, was opened in 1988 by Suzi McCoy in Philadelphia; her early clients included banks, hospitals, real-estate developers, and racehorse trainers, and her work for the U.S. mushroom industry pulled her into gardening. Among her first lawn-and-garden clients was The Conard-Pyle Co., whose product launches included the game-changing Knock Out family of roses. The firm rebranded as Garden Media Group in 2002 to focus squarely on horticulture, and on January 1, 2020, Suzi’s daughter Katie McCoy Dubow purchased the company and took over as owner and president.

Services

Garden Media Group offers seven core service lines tailored to horticulture and outdoor living clients: Brand Awareness, PR Campaigns, Product Launch, Media Relations, Content Marketing, Social Media Marketing, and Speaking Engagements. Drawing on more than three decades of media relationships, the agency connects clients with reporters and editors at outlets including The New York Times, The Wall Street Journal, Forbes, Architectural Digest, HGTV Magazine, The Washington Post, Better Homes & Gardens, Real Simple, and Old Farmer’s Almanac, and opens doors with key buyers at retail chains and e-commerce sites.

Client Roster

The agency’s client list reads like a who’s who of the U.S. horticulture and outdoor living industry. On the flowers and plants side are Costa Farms, Ball Horticultural Co., Star Roses and Plants, Jackson & Perkins, Plant Development Services (Southern Living® Plant Collection), and Centurion Brands. Garden and institution clients include Longwood Gardens and the Dutch bulb-trade association Royal Anthos. Home, garden, and lifestyle clients include Davey Tree Expert Company, the National Wildlife Federation, Flowerbulb.eu, Hoselink, Park Seed, Bushel and Berry®, and others. Several clients have worked with the agency for more than two decades, with the longest-running partnership tracing back to 1995.

Garden Trends Report

Since 2001, Garden Media Group has released an annual Garden Trends Report built on global consumer-trend research in home design, fashion, and gardening, combined with interviews of media contacts and industry experts. Past reports have anticipated outdoor living (2001), container gardening (2003), the rise of edible gardens (2004), renewed interest in native plants (2007), the buy-local movement (2008), and vertical gardening (2009). The 2026 edition, titled “Lemonading,” frames the year as a turn toward small daily joys, with seven trends including planting with intention for pollinators and community, using data and technology to garden smarter, and treating plants and tools as self-expression.

Recognition and Giving Back

Garden Media Group received a 2017 Media Awards Silver Medal from GWA: The Association of Garden Communicators for its website redesign. In 2018, president Katie Dubow was named to Greenhouse Product News’ 40 Under 40 class and elected to the board of the Pennsylvania Landscape & Nursery Association. The agency received Sprout magazine’s 2020 “Always Be Growing” award and was named Best Horticultural PR & Communications Firm for 2021 by BUILD Magazine. In the community, the firm has sponsored the Relay for Life in Wilmington, Delaware, for nearly twenty years, and its staff regularly support local food cupboards, land trusts, and horticultural nonprofits.

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