Proven Winners® Marketing Campaign - ONCertified Training Program

The Proven Winners Certified Training Program for garden centers is an ongoing partnership that offers retailers and their employees the

opportunity to learn more about our plants while building their confidence to sell Proven Winners.

In 2019, 10,129 employees become certified from over 1,300 retailers. Of those, 56 retailers & 391 employees were from Ontario.

For more on this program, visit www.provenwinners.com/certification.

Gardener’s Idea Book Co-op Last spring, Proven Winners mailed out 400,000 copies of our popular Gardener’s Idea Book—6,256 copies in Ontario—and we plan to do the same in 2020. Additionally, each year, Proven Winners provides FREE Gardener’s Idea Books to retailers to mail to their customers if they pay for the postage.

The sign up deadline is January 18, 2020, for custom prints and March 1, 2020, for standard. For more information & options, visit www.provenwinners.com/gib-co-op.

Newsletters Last year over 230,000 consumers were subscribed to our monthly gardening tips newsletter, Winners Circle®, which is filled with wonderful information timed for each season in the garden and includes a new plant profile and plant combination recipe each month.

In addition, over 7,000 growers were subscribed to our professional newsletter, Grower News, which provides seasonal growing tips, variety highlights & trial results.

Over 5,300 retailers were subscribed to our monthly Garden Center Retailer Newsletter which keeps retailers up to date on trends, valuable retail programs, best practices, special sneak previews, article ideas and more.

Website Over four million visitors have explored our websites over the past

year, including our main site and two additional websites which focus on key products: nationalplantoftheyear.com and

beauty.provenwinners.com, which contains expanded content from the Gardener’s Idea Book.

Last year we received 301,000 visits from over 181,000 Ontario web users to provenwinners.com and 2,000 visits from over 1,700 Ontario web users to beauty.provenwinners.com.

Magazine Advertising Proven Winners' ColorChoice print campaign is second to none, generating

over 35 million impressions in 2019.

Over 2.5 million subscribers in Canada will see our ads this year.

Gardening Simplified & Hydrangea Booklet

Gardening Simplified has been completely restyled for 2020, with the shrubs now organized in solution-oriented categories like Plants for Hedges, Shrubs for Containers, Wildlife Gardens, and much more. Over 1,300 copies of both Gardening Simplified and the A New Vision for Hardy Hydrangeas were distributed in Ontario in 2019. For more information, call 800-633-8859.

Readymade Social Media Graphics

We offer free, readymade and pre-sized graphics for Facebook, Instagram, Pinterest and Twitter to all Certified Proven Winners Retailers. Dive into this rich content all year long as we add content for every season and key programs like our National Plants and Recipes of the Year, new varieties, and top sellers.

Social Media This year our social channels collectively drove over 400 million impressions. In Canada we received nearly 30,400 organic YouTube impressions and over 1 million paid Facebook impressions. See below for a breakdown of impressions by social channel for the 2018-19 season.

#1 Gardening Influencer Over the last two years, Laura and Aaron from Garden Answer have become key influencers for Proven Winners as they teach a whole new generation how to garden. Over 2.4 million fans follow them on Facebook, and their YouTube gardening videos have been viewed over 40 million times. Proven Winners is partnering with Garden Answer to produce over 100 videos each year which focus exclusively on Proven Winners plants.

In Canada alone, she's had over 5 MILLION views on YouTube, totaling 30+ million minutes - over 500,000 hours!

Facebook Fans: • Joanna Gaines - 3,612,227 • Garden Answer - 2,709,737 • Martha Stewart - 2,458,166 • Miracle-Gro® - 1,299,625

Billboards

In 2019, Proven Winners had 98 billboards in 32 metropolitan markets generating over 137 million impressions. These billboards were in 13 states and 4 provinces. Ontario had 6 billboards and 11,802,420 impressions. We will continue this campaign in 2020 although locations have not been secured.

2019 Ontario Billboard Locations

• 9 Ave W/O 16 St SW SS F/W • Macleod Tr 100m S/O 146 Ave SE ES F/S • McKnight Blvd 270m W/O McCall Way NE NS F/E

• 102 St @ 104 Ave NWC F/E • Yellowhead Trail 600m W/O 127 Street NS F/E • 101 St 10m S/O 103 Ave ES F/NW

2020 National Plants of the Year Promotion drives success. Customers will be scooping up these National Plants of the Year as fast as you can grow them while we drive demand through extensive multimedia promotions next spring. Growers have seen extraordinary increases in sales of the plants featured in this program and retailers have asked us to broaden the categories. We’re happy to support your success by expanding our National Plant of the Year program.

Proven Winners will be creating billions of impressions across many online & social media platforms promoting the National Plants of the Year.

For more information on this program, visit www.provenwinners.com/2020_National_Plants and www.nationalplantoftheyear.com.

Shadowland® ‘Coast to Coast’ Hosta

‘Denim ’n Lace’ Perovskia

Gem Box® Ilex

Oso Easy Double Red® Rosa

Invincibelle® Ruby Hydrangea

Blue Chiffon® Hibiscus

Diamond CollectionEuphorbia

2020 National Recipes of the Year We’ve diversified our National Recipe Program to meet the needs of all our North American customers this year. Choose those that are best suited to your region and promote them in any season you wish. Based on our careful trialing of these recipes in the north and south, you can be confident they will deliver the signature Proven Winners all-season performance.

For more information on this program, visit www.provenwinners.com/2020_National_Plants and www.nationalplantoftheyear.com.

SunglassesSuperbells® Yellow CalibrachoaSupertunia® Mini Vista Hot Pink PetuniaSupertunia® Lovie Dovie™ Petunia Toucan® Yellow Canna

NeptuneSuperbells® Yellow Chiffon®

CalibrachoaLaguna® Sky Blue LobeliaSuperbena® Stormburst VerbenaRockin'® Playin' the Blues® Salvia

Storm ShadowFairy Dust® Pink CupheaSupertunia® Bordeaux™ PetuniaSuperbena® Stormburst VerbenaMeteor Shower® Verbena

Fruit SaladSuperbells® Lemon Slice CalibrachoaSuperbells® Grape Punch CalibrachoaSuperbena Royale® Iced Cherry VerbenaGraceful Grasses® Prince Tut™ Cyperus

Gloria RoseDiamond Frost® EuphorbiaHippo® Rose HypoestesRockapulco® Rose ImpatiensStratosphere™ White Gaura

Top 10 Annuals Sold in Canada 1. Supertunia® Bordeaux™ Petunia 2. Supertunia Vista® Bubblegum® Petunia 3. Supertunia® Royal Velvet® Petunia 4. Diamond Frost® Euphorbia 5. Snowstorm® Giant Snowflake® Sutera 6. Diamond Delight® Euphorbia*

*Replaced with Diamond Snow® Euphorbia 7. Superbells® Lemon Slice® Calibrachoa 8. Graceful Grasses® Prince Tut™ Cyperus 9. Supertunia Vista® Fuchsia Petunia 10. Supertunia Vista® Silverberry Petunia

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Proven Winners is coming to the Canada Blooms Festival again this spring! Come see us March 13-22 as we display our most exciting new varieties.

Show attendees will have the opportunity to learn about our new plants from local experts as we partner with local garden centers to staff the booth and hand out our popular Gardener’s Idea Books.

2020 Canada Blooms Festival

Top 10 Proven Winners Perennials Sold in Ontario 1. Primo® 'Black Pearl' Heuchera 2. Amazing Daisies® 'Banana Cream' Leucanthemum 3. Summerific® 'Holy Grail' Hibiscus 4. Amazing Daisies® Daisy May® Leucanthemum 5. Shadowland® 'Autumn Frost' Hosta 6. Shadowland® 'Wu-La-La' Hosta 7. Summerific® 'Berry Awesome' Hibiscus 8. ‘Denim 'n Lace' Perovskia 9. Shadowland® 'Wheee!' Hosta 10. Shadowland® 'Empress Wu' Hosta

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10 Must Have Proven Winners ColorChoice Shrubs 1. Low Scape Mound® Aronia 2. Sprinter® Buxus 3. Pugster® Amethyst Buddleia 4. Winecraft Black® Cotinus 5. Magenta Chiffon® Hibiscus 6. Invincibelle Limetta® Hydrangea 7. Little Lime® Hydrangea 8. Tuff Stuff™ Hydrangea 9. At Last® Rosa 10. Double Play Doozie® Spiraea

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Trial Award WinnersGuelph Turfgrass Institute Top 10 Annual Container Open House Visitor Favorite Golden Butterfly™ Argyranthemum Campfire® Fireburst Bidens Denim ’n Lace Perovskia Rock ’N Grow® Pure Joy Sedum

University of Guelph Container Trial Open House Visitor Favorite Superbells® Blue Moon Punch™ Calibrachoa Superbells® Double Ruby Calibrachoa Supertunia Vista® Silverberry Petunia Rockin'™ Deep Purple Salvia Rockin'™ Playin' the Blues® Salvia Superbena® Stormburst Verbena

Top Performer Golden Butterfly™ Argyranthemum Pure White Butterfly™ Argyranthemum Campfire® Fireburst Bidens Lady Godiva™ Orange Calendula Superbells® Plum Calibrachoa Toucan™ Rose Canna Toucan™ Scarlet Canna Toucan™ Yellow Canna Hippo™ Red Hypoestes Hippo™ Rose Hypoestes Bright Lights Double Moonglow Osteospermum Supertunia Vista® Bubblegum Petunia Supertunia Vista® Fuchsia Petunia Supertunia Vista® Silverberry Petunia Supertunia® Bordeaux™ Petunia Supertunia® Hot Pink Charm Petunia upertunia® Lovie Dovie™ Petunia Supertunia® Mulberry Charm Petunia Supertunia® Royal Magenta™ Petunia Intensia® Blueberry Phlox Intensia® Red Hot Phlox Intensia® White Phlox Rockin'™ Deep Purple Salvia Rockin'™ Playin' the Blues® Salvia Tangerine Slice A-Peel® Thunbergia Superbena® Violet Ice Verbena

Top Performer Into Fall Golden Butterfly™ Argyranthemum Campfire® Fireburst Bidens Lady Godiva™ Orange Calendula Superbells® Plum Calibrachoa Toucan™ Rose Canna Toucan™ Scarlet Canna Toucan™ Yellow Canna Hippo™ Red Hypoestes Hippo™ Rose Hypoestes Bright Lights Double Moonglow Osteospermum Supertunia Vista® Bubblegum Petunia Supertunia Vista® Fuchsia Petunia Supertunia Vista® Silverberry Petunia Supertunia® Bordeaux™ Petunia Supertunia® Hot Pink Charm Petunia Supertunia® Lovie Dovie™ Petunia Supertunia® Mulberry Charm Petunia Supertunia® Royal Magenta™ Petunia Intensia® Blueberry Phlox Intensia® Red Hot Phlox Intensia® White Phlox Rockin'™ Deep Purple Salvia Rockin'™ Playin' the Blues® Salvia Superbena® Violet Ice Verbena

Landscape Trial Open House Visitor Favorite Graceful Grasses® Prince Tut™ Cyperus Rockin'™ Playin' the Blues® Salvia

Landscape Ontario Landscape Trial Open House Visitor Favorite Pure White Butterfly™ Argyranthemum Campfire® Fireburst Bidens Dahlightful® Crushed Crimson™ Dahlia