Each Garden has a geographic, demographic, and behavioral footprint they want to focus on. Going digital has made this process easier, more exact, and provided more reliable tools to track return on investment. There are many options to choose from, but this session will discuss the most relevant ones and how they can be used and afforded regardless of the size of your Garden. We will discuss the importance of a responsive website, using native content marketing, internet search retargeting, customizable geofencing, and specific behavioral targeting to selectively reach target audiences and the wanted footprint. Using two Gardens as case studies, we will discuss partnerships to conduct such marketing efforts, general costs associated, and how we’ve fit such changes into our marketing budgets.
Presenters: R. Swan, Cape Fear Botanical Garden, Fayetteville, North Carolina;
J. Arena, The Morton Arboretum, Lisle, Illinois