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.

Garden Club Event Marketing Design, 2022

About the Project -

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:

  1. Raise awareness and attendance for Garden Club community events

  2. Increase traffic to the Garden Club’s website, blog, and social media accounts

  3. Increase venue rentals for large events like weddings, galas, and fundraisers

FAQs -

  • Marketing & Membership Manager, Full-Time, Contract

  • May 2022- November 2022

  • Social Media Management, Community Outreach, Event Management, Graphic Design, Illustration, Ad Creation and Management, Content Creation, Video Editing, Collaboration, Research, Copywriting, and Analytics

  • Canva, Adobe Illustrator, Adobe Photoshop, Procreate, Meta Business Suite, Facebook, Instagram, Linkedin, Google Suite, and Asana

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Process & Strategy -

My focus on this project was on networking and community building, consistent and visually appealing content and schedules, and paid advertisements.

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. Through these platforms, I emphasized the value of attendance to Garden Club community events, of the space itself as a venue, and of membership.

Paid advertisements were a big part of my strategy, largely through Google Search ads, Instagram, Facebook, and local forums and publications, focusing on specific audiences for specific events.

PROCLAMATION- WRITTEN AND COORDINATED BY ME, 2022

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%

  • Kids’ events regularly selling out weeks in advance, compared to early in my tenure when only 20-30% of tickets would sell

  • 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

  • An official proclamation from the Jacksonville city government and state legislators recognizing the Garden Club’s 100th Anniversary

  • A steady increase in followers, and an increase of more than 600% in engagement across Facebook and Instagram

  • Stronger ties with members of the greater Jacksonville community and regular event vendors