THE GARDEN CLUB OF
JACKSONVILLE
ABOUT THE COMPANY -
The Garden Club of Jacksonville is an event venue and non-profit focused on educating Jacksonville residents about gardening, the natural world, and environmental responsibility. The Club was founded in 1922.
It hosts weddings, galas, fundraisers, and more on its picturesque campus, and holds regular public lectures, events for kids, and flower arranging classes to further its mission of building connections with the environment through community.
ABOUT THE PROJECT -
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ROLE & BACKGROUND-
I was the Garden Club’s first Marketing and Membership Manager. I established the position during my time there by focusing on 3 key goals:
Raise awareness and attendance for Garden Club community events
Increase traffic to the Garden Club’s website, blog, and social media accounts
Increase venue rentals for large events like weddings, galas, and fundraisers
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THE PROCESS-
For all 3 goals, word-of-mouth was an incredibly important part of success, and I connected with members of the community like local Girl Scout leaders, regular vendors, and prospective clients to create a stronger local presence for the Garden Club.
I also worked to make a standard, consistent schedule for social media posting, email marketing, newsletters, and more to keep our community informed about upcoming events and other Garden Club news.
Paid advertisements were a big part of my strategy, largely through Google Search ads, Instagram, Facebook, and local forums and publications.
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THE RESULTS-
The Garden Club made great strides in reaching a broader audience and finding new rental clients during my time there, including:
A significant increase in ticket sales for Garden Club community events by as much as 500%
Outperformance of rental revenue goals by 300% in my first full quarter on the job
The creation of an inventory of photos from past events to use in marketing materials, blogs, social media posts, and the brand new photo gallery for prospective clients
A steady increase in followers, and an increase of more than 600% in engagement across Facebook and Instagram
