The Challenge
Huntsville Botanical Garden sought to improve brand recognition and reinforce its true value to the community – as a connector of people to plants.
Seeking an agency that could seamlessly integrate with in-house staff, Garden leadership partnered with Red Sage to develop and execute strategies supporting the objectives above, while continuously improving KPIS including visits, memberships and total revenue.
The Results
- Successful development, execution of multi-phase integrated campaigns supporting Galaxy of Lights’ 25th Anniversary, Night Blooms, Uncaged, In Full Swing and more
- 34.2% click-through-rate (CTR) on Night Blooms Google Search destination advertising ads
- 8.91% CTR on Uncaged paid social ads, ~8% above the industry average of 0.90%, reaching 134,596 people in ~8 weeks
- Post-In Full Swing campaign attendance increases of 20%
- Substantial increases in both attendance and revenue in measured periods
- American Advertising Award-winning event promotions for Night Blooms, Uncaged (Gold x2)
The Partner
Huntsville Botanical Garden is a leading regional destination in Alabama and surrounding states. The Garden connects people to nature through plant collections and displays, science and conservation, education, and outreach. Its 118 acres hold more than 23,600 plant specimens.
The Garden also hosts seasonal exhibits, special events, weddings, and the nation’s No. 2 Botanical Garden Holiday Lights experience as ranked by USA Today’s 10 Best. In 2024 it earned the No. 6 spot on USA Today’s Botanical Garden list overall.
The Solutions
Over a multi-year partnership, Red Sage has designed and delivered strategies to grow affinity with primary audiences, as well as priority sub-audiences.
We’ve developed American Advertising Award-winning creative promotions supporting major exhibits, as well as year-round paid destination advertising campaigns through digital and social media.
Other priorities have included the successful relaunch of Garden Columns magazine and rich content-marketing strategies reinforcing the Garden’s focus on authentic connection to nature.
