Bok Tower Gardens > Cultivating our Friends > Communications

Communications

Seeds planted through our communications efforts have helped grow our visitation through global promotions. Our focus on cultivating media relations has produced a rich harvest of non-paid editorial coverage. Analyzing psychographic research helped us target audiences living in densely populated areas within our 90-mile radius as well as internationally. We maximized our budget by partnering with radio, TV, newspapers and magazines to promote “staycations” and other travel trends. Being voted “Florida’s Best Garden” by readers of Florida Monthly magazine added to the public’s increasing intrigue to discover what’s new at the Gardens.

Hiring a full-time graphic designer enabled us to transform our brand and prepare for the 2010 launch of online marketing strategies including eTicket sales and an eCommerce gift shop. Integrated marketing campaigns employ optimized news releases that go “viral” and drive traffic online with videos that capture the kind of experiences that promote increased visitation. The faces of smiling children add warmth to our new image reflected in our marketing collateral including the 16-page newsletter, “The Garden Path,” monthly eNewsletter, “What’s New” brochures, concert programs and educational flyers that provide information about special projects.

An ever-changing media landscape has opened the door to opportunities to interact directly with our visitors. With our new Web site, social media platforms, web-based advertising strategies, search engine optimization techniques and analytical tracking information, we can better understand and serve the needs of our customers.