Think Globally
Plant Locally
Exclusively Available at The Home Depot
G AL Our Purpose and Path to a Greener Future The changes we make today transform the way we live tomorrow. That’s why we’re strengthening our commitment with the Home Depot to grow more climate-appropriate genetics with more responsible materials and reduce our impact as we deliver to the consumers and planet we serve.
VALUES THAT DRIVE OUR JOURNEY
GENETICS
SUSTAINABILITY Engaging and innovating with suppliers in continuous social and environmental improvement with more sustainable packaging and reducing our carbon footprint on delivery.
MARKETING
Using the most climate- appropriate plant genetics
Simplifying the customer experience to promote responsible shopping and educating them on how they can positively affect the global environment from their gardens at home.
indoors and out, to positively impact the planet with relative regionality.
SMART PLANET OVERVIEW
A new family of outdoor Smart Planet programs Expansion of the Smart Planet Home lineup Future opportunities to leverage the brand across Home Depot hardgoods Sustainability initiatives to support the goals of the brand Community involvement and education Brand investment plan
OUR FAMILY OF PLANET-FRIENDLY PROGRAMS:
Drought Tolerant: Our most appropriate landscape perennials for the west, this collection takes note of the dramatic water shortages the western states now face. These varieties supply homeowners with an eco-positive landscape and appropriate climate hardiness. Champions of Heat: These advanced annual varieties bring more durability than others in their genera. Less stress on the plants means they’ll continue flowering all season with reduced need for pesticide or chemical fertilizer applications. Pollinators: This eco-positive lineup not only provides gardeners with an abundance of flower power but is specially selected to feed individual pollinators. POP will explain to consumers how different flower shapes feed specific pollinators, encouraging multiple selections. North American Native Plants: A regional focus with advanced breeding on native plants that support lo- cal fauna. These varieties give back by supplying native wildlife with seeds and nesting materials they depend on while providing gardeners with heavier flower power and performance. SP Home: Plants for the planet are important indoors as well. The Smart Planet Home lineup is a collection of more sustainably produced houseplants that have been proven to clean the air we breathe while not needing chemical pesticides or fertilizers applied for success.
DROUGHT-TOLERANT PERENNIALS FOR WESTERN REGIONS As the entire western United States faces continued drought stress, we will expand our drought-tolerant landscape perennial program to encompass all western territories with both drought and appropriate cold hardiness across the regions.
SOUTHWEST PERENNIALS
Buddleia Buzz Purple
Euphorbia x martinii Ascot Rainbow
Lavendula dentata Imperial
Monarda didyma Balmy Purple
Perovskia CrazyBlue
NORTHWEST PERENNIALS
Achillea ptarmica Peter Cottontail
Agastache Sunrise Orange
Euphorbia x martinii Ascot Rainbow
Monarda didyma Balmy Purple
Perovskia CrazyBlue
MOUNTAIN PERENNIALS
Achillea ptarmica Peter Cottontail
Agastache Sunrise Orange
Euphorbia x martinii Ascot Rainbow
Monarda didyma Balmy Purple
Perovskia CrazyBlue
HEAT-TOLERANT COLOR
Annual color remains the most in-demand category for consumers, but the summer stress on these varieties means plants that need more chemical care for fertilizers, pests, and diseases. The Smart Planet Color program selects the most advanced genetics for heat and drought tolerance with natural resistance to summer’s harshest conditions, for more natural, long- lasting beauty.
NORTHEAST/MIDWEST ANNUALS
Calibrachoa Bloomtastic Rose Quartz
Impatiens SunPatiens Tropical Rose
Lantana Hot Blooded
Pelargonium Calliope ® Medium Dark Red
Petunia DuraBloom ® Royal Pink
SOUTHEAST ANNUALS
Catharanthus Kawaii Blueberry
Impatiens SunPatiens Tropical Rose
Lantana Hot Blooded
Pelargonium Calliope ® Medium Dark Red
Petunia DuraBloom ® Royal Pink
MOUNTAIN ANNUALS
Calibrachoa Bloomtastic Rose Quartz
Lantana Hot Blooded
Pelargonium Calliope ® Medium Dark Red
Petunia DuraBloom ® Royal Pink
Salvia Mystic Spires
NORTHWEST ANNUALS
Calibrachoa Bloomtastic Rose Quartz
Lantana Hot Blooded
Pelargonium Calliope ® Medium Dark Red
Petunia DuraBloom ® Royal Pink
Salvia Mystic Spires
SOUTHWEST ANNUALS
Lantana Hot Blooded
Lavandula LaDiva Big Night
Pelargonium Calliope ® Medium Dark Red
Salvia Vibe Ignition Fuchsia
Salvia Mystic Spires
POLLINATORS PROGRAM
Consumers continue to seek out ECO-POSITIVE PRODUCTS, and our Pollinator’s program features a custom blend of varieties that NATURALLY feed pollinators in the garden. By offering a tailored collection for each bees, butterflies, and hummingbirds, we will educate consumers on how specific flowers attract specific pollinators, and allow gardeners to customize their selection based on the pollinators they desire to attract.
NATURAL FEEDERS FOR HUMMINGBIRDS
Coreopsis verticillata Crème Caramel Cuphea Hummingbird’s Lunch
Digiplexis Illumination
Monarda Balmy Rose
Salvia Grandstand Red Lipstick Pink
Salvia Vibe Ignition Cranberry
NATURAL FEEDERS FOR BUTTERFLIES
Coreopsis verticillata Crème Caramel Argyranthemum Grandaisy Pink Halo
Dahlia Mystic Illusion
Buddleia Buzz Hot Raspberry
Pentas Starcluster Rose
Lantana Bandana Pink
NATURAL FEEDERS FOR BEES
Coreopsis verticillata Crème Caramel Bidens Beedance Yellow
Gaillardia SpinTop Orange Halo Imp.
Kniphofia Papaya Popsicle
Salvia Cathedral Blue Bicolor
Lobularia White Stream
NORTH AMERICAN NATIVE PLANTS
Think Globally, Plant Locally.
We’re taking advantage of ADVANCED BREEDING in NATIVE SPECIES to curate a limited collection of premium native plants for each region of the country that has better natural disease resistance, more flower power, and tremendous consumer success. Native species planted in each region will help support natural wildlife by providing a seed source and other nesting materials for native fauna.
SOUTHWEST NATIVES
Achillea millefolium Heartthrob
Coreopsis grandiflora Moonswirl
Eupatorium maculatum Little Pye
Gaura lindheimeri Bellaza ® Dark Pink
Oenothera missourensis Evening Sun
NORTHWEST NATIVES
Achillea millefolium Heartthrob
Eupatorium maculatum Little Pye
Helenium autumnale HayDay™ Red Bicolor
Oenothera missourensis Evening Sun
Solidago canadensis Sweetie
MOUNTAIN NATIVES
Achillea millefolium Heartthrob
Echinacea purpurea Sombrero ® Rosada
Eupatorium maculatum Little Pye
Gaillardia aristata SpinTop Mariachi Copper Sun
Heliopsis helianthoides Sunstruck
MIDWEST/NORTHEAST NATIVES
Cor eopsis grandiflora Moonswirl
E upatorium maculatum Little Pye
Helenium autumnale HayDay™ Red Bicolor
Monarda didyma Balmy Purple
Phlox paniculata Flame Pro Baby Doll
SOUTHEAST NATIVES
Coreopsis verticillata Crème Caramel
Echinacea Sombrero
Eupatorium maculatum Little Pye
Heliopsis helianthoides Sunstruck
Phlox paniculata Flame Pro Baby Doll
FUTURE OPPORTUNITIES
Smart Planet is about SUSTAINABLE LIFESTYLES, INSPIRED BY NATURE, and will quickly expand beyond the current offering of outdoor garden plants. We will grow the brand indoors and partner with SMART garden hard goods lines for a complete branded program.
SMART PLANET HOME
Bringing the Smart Planet brand into the home means offering varieties that have eco-positive attributes. This lineup of interior botanicals is proven to naturally cleanse the air we breathe while also having no chemical requirements by the home- owner for long-term success.
SMART PLANET ORGANIC FERTILIZERS, PEST CONTROL...AND MORE
SUSTAINABILITY INITIATIVES
Eco Responsible Production Sites
In-Store Container Recycling Center
Reduction of Environmental Plastics
Biodegradable Packaging Options
LOCAL PARTNERSHIPS WITH REGIONAL WATER DISTRICTS
Working together with water districts, we promote plants which can be used to replace turf and qualify for rebate programs. Eligible plants include items such as Mimulus, Penstemon, Salvia, and many more.
CO-BRANDED WATER DISTRICT CAMPAIGNS We are currently working on a co-branded campaign with the Metropolitan Water District of Southern California and Smart Planet that will including in store point of purchase signage and a social media campaigns to promote the benefits of drought tolerant landscaping. This will also include education on rebate programs.
BRAND INVESTMENT PLAN
Altman Plants will deploy 6 key integrated marketing activities to increase brand engagement and affinity.
Smart Planet is providing educational and inspirational social content that will increase engagement and awareness as well as provide thought leadership in the gardening space. SOCIAL MEDIA & COMMUNITY ENGAGEMENT
The social media landscape is being driven by a new set of influencers that create engaging and genuine content. With our influencer relationships, we engage with gardening consumers on a whole different level. INFLUENCERS AND BRAND AMBASSADORS
Smart Planet will pitch some of the most influential publications in the industry through press releases and earned media outreach, with the goal of placement in online or print feature stories, landscape and patio style guides, education, and product placement opportunities. PUBLIC RELATIONS & EARNED MEDIA
By holding seminars and events within our communities, as well as creating and distributing product knowledge videos, we’ll do our part to help educate customers and THD associates about the benefits of drought-tolerant plants, sustainability and water conservation. EDUCATIONAL SEMINARS AND STORE EVENTS
SPONSORED ADVERTISING CAMPAIGNS
Awareness campaigns are being implemented on social media and other platforms to increase engagement and audience following the Smart Planet brand.
We will create a cohesive collection of branded pots, tags, tray talkers and signage that will help tell the brand story and inform the consumer to the special features of the Smart Planet line of plants. CONSUMER FACING POINT OF PURCHASE
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