Marketing - Social Media

Challenge

As one of only two U.S. exhibition sites for a unique, outdoor display of famed artist Henry Moore's massive bronze sculptures, the Atlanta Botanical Garden set a goal of 158,000 visitors for the 2009 exhibition. To meet this assertive goal, the Garden needed to move beyond its members and attract new audiences through the use of social media. With limited budgets and staff, the Garden needed assistance to execute a comprehensive, successful social media program.

Solution

c21i, c21's interactive practice group, helped the Garden to develop and execute a social media plan that would capitalize on the viral nature of this medium and the credibility of word of mouth marketing. The c21i team outlined a social media program based on the Garden's goals and objectives and identified which social media tactics would best fit its needs. We determined that enhancing the Garden's presence in the blogosphere and on Facebook would make the best use of limited time and resources.

Blog
c21i launched a blog around Moore in America allowing the Garden to repurpose existing content and exhibit information. As c21i and the Garden teamed to develop the blog, c21i provided a list of blogging best practices, recommended blog platforms and helped identify primary bloggers. The Garden's exhibition director became the primary blogger and provided the "inside scoop" on the exhibit's set-up, execution and 'moore.'

Facebook
c21i developed a tactical plan to launch and maintain a Facebook page, which included deadlines and suggested content, as well as subject matter expertise for the Garden's marketing team. To increase the number of fans, c21i recommended regularly posting to the page, updating the content and linking directly to the page from the Garden's Web site and e-mail marketing materials. The page also was connected to the Garden's burgeoning YouTube channel to provide additional visual content. In addition, c21i developed a Facebook photo contest in which fans could post pictures they took of the Moore sculptures at the Garden for a chance to win monthly prizes. The contest launch coincided with the first day of Moore in America to drive interest in both the contest and the exhibit.

Results

The Garden's social media initiatives have helped drive more than 52,000 visitors to the Garden in the first two months of the exhibition, keeping them on track to reach their goal. In addition to driving visitors, the blog has garnered 22 subscribers and more than 280 views, while the Facebook page has more than 1,500 fans and 30 photo contest entries. Social media initiatives will continue to serve as a cornerstone of the marketing plan.