American Public Garden Association Conference 2017
Hamilton & Niagara, Ontario
June 19-23, 2017
Living in a Digital World: Digital Marketing Options for All Gardens
Event Type: 
Session
Track: 
Making Friends, Making Money
Date / Time: 
Wed June, 21 - 1:45pm to 2:45pm
Location: 
Albion B
Presenter: 
R. Swan, Cape Fear Botanical Garden, Fayetteville, North Carolina; J. Arena, The Morton Arboretum, Lisle, Illinois

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 geo-fencing, 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.