American Public Garden Association
OUR CHALLENGE.
American Public Gardens Association (APGA) is America’s leading public garden and professional public horticulture organization, representing 600 member institutions with over 10,000 participating members in 49 states and 20+ countries. In every major city in America, members include botanic gardens, arboreta, zoos, museums, colleges & universities and research facilities. Established in 1940, APGA envisions a world where public gardens are indispensable. APGA’s current website is not engaging its audiences in a digital experience that amplifies its mission.
OUR SOLUTION.
APGA Connects. Protects. Champions. With a vision of making public gardens indispensable, APGA needed a new website and digital marketing program to enhance the Association’s value and engagement with members, prospective members, donors, sponsors, partners and the public. For over 75 years, APGA has advanced connecting and educating the public horticulture community. APGA protects public horticulture through pioneering programs and advocacy. APGA champions public gardens and improves the quality of life in America and around the globe.
TELLING THEIR STORY.
Agency McKenna’s role is to advance APGA’s mission and vision every step of the way. This starts with a deep understanding the organization. From there, we develop a digital strategy to support the association’s buyer journey. From awareness and consideration to conversion and retention, our mutual objective is to create brand evangelists. Serving the right person at the right time with the right content.
WEB DESIGN.
Web design and development are only as good as your objectives. The goals of the website redesign project – to increase awareness about APGA, its programs and their impact. To allow visitors to easily access relevant content. To motivate donors and sponsors to invest. To maximize organic and paid search. A new, modern look and feel creates a welcoming experience for all audiences. Do you need a website refresh? Let’s talk.
EMAIL MARKETING.
It is critical for all of APGA’s digital touchpoints to have a consistent look and feel and messaging that’s on-brand. Redesigned email marketing will connect members, the public and communities to learn and explore everything APGA and its members have to offer. Our objectives are to segment audiences, tailor content aligned with segment needs and deliver simple, scannable emails that drive urgency and engagement. How’s your email marketing performing? Email us.
SOCIAL MEDIA.
Social media should be entertaining and useful. APGA can use social media to better target people. With demographics, interests, behaviors and by social media channel, iOS or Android device. By leveraging social media platforms and Google Analytics, we can showcase APGA programs, resources and member gardens to grow engagement. We use Facebook budget scheduling and Instagram under one unified platform, LinkedIn Campaign Manager and Twitter paid and promoted posts to grow followers, likes and reach.