Are you having a hard time reaching new, younger customers?
This course uses the latest consumer research and industry experience, offering actionable insights to help you understand and connect with modern gardeners.
Over seven weeks, you will explore key topics, including:
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Understanding Consumer Behavior
Learn why non-gardeners hesitate to purchase plants and how to overcome their fears of failure and high costs.
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Website and In-Store Layouts
Discover how to create user-friendly online and physical spaces that simplify the gardening experience.
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Get Your Marketing Right
Develop strategies to attract, educate and inspire new gardeners, making gardening accessible and enjoyable for everyone.
Why Choose This Course For Your Business?
- Expert-Led Live Instruction: All our classes are live on Zoom. You'll learn from industry experts Jeff and Jon, who bring years of experience and in-depth knowledge of garden center operations and consumer behavior.
- Research-Driven Insights: Benefit from cutting-edge research tailored to understanding the needs and motivations of modern consumers.
- Practical Applications: Gain practical skills and strategies to immediately apply to improve your garden center’s engagement and sales.
- Cohort: Learn from your peers and overcome your greatest challenges together.
Meet Your Instructors
Jeff O'Brien and Jon Morrison believe that garden centers are essential community builders, with a unique opportunity to inspire new generations with a love for gardening.
Jeff, with his expertise in consumer behavior and strategic vision for optimizing garden center operations, and Jon, with his mastery of storytelling and content marketing strategies, are dedicated to helping your garden center thrive.
2025 Next-Gen Masterclass
Here's What You'll Learn
- Storytelling in Marketing: Craft a brand story that puts your customer—and your team—at the centre. Learn to use the StoryBrand framework to build emotional connection and consistency across your marketing, from social to signage.
- Website Design That Converts: Your website is your #1 salesperson. We’ll show you what today’s users expect, how to design for mobile, what content actually matters, and how to turn visits into revenue.
- Social Media (Instagram + YouTube): Stop chasing trends. Start building trust. Discover how to use video and visuals to educate, inspire, and grow your audience—without burning out your team.
- Newsletter + Blog Strategy: Go beyond “what’s on sale.” Learn to use your newsletter and blog to educate, deepen relationships, and keep your garden centre top of mind all season long.
- Email Marketing That Works: Tired of low open rates? We’ll help you build segmented, personalized email campaigns that drive traffic, boost revenue, and actually feel helpful—not spammy.
- Loyalty Program Reboot: Most loyalty programs just give away margin. Learn how to build emotional loyalty that keeps your best customers coming back—and turns them into brand advocates.
- In-Store Experience: Your layout, signage, and team interactions either create magic—or confusion. We’ll walk through simple changes that lead to higher conversion, longer visits, and stronger word-of-mouth.
Sign Up Today
Fall 2025 Cohort:
September 25
October 2, 9, 16, 23, 30
November 6
1:00 PM - 2:00 PM EST
All classes are recorded and available to watch at your convenience.
It's time to level up how you reach the next generation.
Reserve your spot at our next training.
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