Path to Marketing

Tuesday, June 19, 2012

Beyond the Beauty: Increase Visitation and Deepen Engagement by Getting to Know Your Vistors

Growing audiences and creating satisfied repeat visitors at public gardens is a key concern to individual gardens as well as the field as a whole.

This panel brings together representatives from two leading public gardens, two leading cultural consultancies, and a leading research consultancy, who will share a
wealth of information, research, and experience on how to creatively overcome barriers to visitation at your institution and connect with guests.

Presenters: Beth Pessen, Pessen Strategic Research; Marnie Conley, Longwood Gardens; Lauren Turchio, New York Botanical Garden; Noreen Ahmad, LaPlaca Cohen; and Lindsay Martin, Lord Cultural Resources

Two Presentations in One Session

Presentation I: Discover a Path to Membership Growth, Community Partnership, and Volunteer Leadership

The Delaware Center for Horticulture struggled to keep its membership base strong until purposefully promoting itself and its programs through Discover The DCH Week.

This has enabled the DCH to build partnerships with local businesses and the media, garnering both in-kind support and free public exposure. DCH learned the
value in planning special events that will appeal to a broad variety of audiences. The campaign has become an awareness campaign, and increased membership is
just one of its many results.

Presenter: Joseph Matassino, Delaware Center for Horticulture

Presentation II: The Soul of Your Garden: Branding to Reflect an Evolving Mission

Assessing your brand, defining or redefining it, and integrating it into your organization can seem overwhelming, time-consuming, and potentially expensive, yet it is absolutely essential and doable.

Find out how two gardens have redeveloped their brands to reflect changing needs without compromising the mission of their institutions. This session will illustrate and demystify the essential process of getting to your institution’s soul—its brand.

Presenters: Lori Kingston, Franklin Park Conservatory and Botanical Gardens; and Liz Fetchin, Phipps Conservatory and Botanical Gardens

Wednesday, June 20, 2012

Three Presentations in One Ninty-Minute Session

Presentation I: Attracting Boomers and Echo-Boomers to Garden Events

Participants will learn how to frame a fundraising event by targeting two different demographic audiences that use information and technology in distinctly different ways.

The concept of having a more exclusive preview event for longtime donors versus a less expensive general admission event for new visitors and younger demographic is a concept that has been formulated and increasingly perfected by the Minnesota Landscape Arboretum. This presentation will include a demonstration using traditional snail-mail methods along with online and Web 2.0 methods.

Presenters: Nathan Kells, Judy Hohmann, and Lindsay Sypnieski, Minnesota Landscape Arboretum

Presentation II: Presenting a Science Café in your Garden

Science Cafés promote education and conservation at botanical gardens while attracting new audiences to public programs.

With a little imagination and an enthusiastic team, science cafés provide a creative way to introduce the public to the garden’s expert staff and strengthen perception toward garden collections. Add a fun twist to your science café with cocktails sporting botanical ingredients. Offer your guests the opportunity to learn about these ingredients or take them on an interactive tour of the collections. These cafes also bring together multiple departments to participate in a great marketing event.

Presenters: Jennifer Cruse-Sanders, Atlanta Botanical Garden; Mervi Hjelmroos-Koski, Denver Botanic Gardens; and Duncan Dallas, Cafe Scientifique

Presentation III: GATEways: Engaging Community in Garden, Arts and Environmental Initiatives

The UC Davis Arboretum has been developing the innovative GATEways Initiative (Gardens, Arts, and the Environment) over the last six years. GATEways envisions the U.C. Davis Arboretum as a physical and programmatic gateway to sharing the riches of its university with the public. Get your stakeholders and community authentically involved in garden and program development. You’ll create more ownership and support for your mission as well as raise your profile and relevancy both on and off campus. The presenters will talk about the steps taken with specific gardens and programs.

Presenters: Carmia Feldman and Kathleen Socolofsky, UC Davis Arboretum

Partnerships with the Arts: Developing New Audiences

While horticulture and garden displays remain at the heart and soul of public gardens, the arts can have a synergistic relationship with the core message and mission of each institution.

Many gardens present performing arts events throughout the year as one-off concerts, but partnerships with artistic organizations may help to create new sets of loyal audiences for years to come. Partnerships with like-minded artistic organizations can reap rewards for your garden as well as the partner institution. This session will describe at least two successful examples and give participants a chance to collectively think out loud as we share experiences and offer up new ideas.

Presenters: Thomas Warner, Longwood Gardens; Abigail Adams, People’s Light & Theatre; and Elizabeth Warshawer, Curtis Institute of Music

From Logging to Blogging: How PR Has Changed

How has PR changed, and how can you be a more effective PR professional for your garden?

Learn from a top national PR agency about the latest tools and techniques, hear from an editor of one of the nation’s top gardening publications how to effectively pitch stories, and learn how to tackle non-traditional media outlets from one of gardening’s most popular bloggers. Who wouldn’t want to attend?

Presenters: Patricia Evans, Longwood Gardens; Will Ostedt, Pollack PR Marketing Group; Michelle Gervais, Fine Gardening Magazine