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Vision Statement

I will strategize how Friends of the Garden can effectively promote membership sales by conducting research and creating a marketing plan, which will be presented to the Executive Director. Additionally, content will be created for at least one of the suggestions in the marketing plan.

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Goals:

Create awareness

Promote membership opportunities

Increase membership sales

Create awareness among Springfield, MO community about Friends of the Garden and their efforts with Springfield Botanical Garden.

Create

Promote membership opportunities to park guests, social media followers of Friends of the Garden, and Nature loving citizens of Springfield, MO.

Promote

Increase membership sales at Friends of the Garden.

Increase

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Research - Audit

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Additional Research

MOTIVATION FOR MEMBERSHIP PURCHASE

SOCIAL MEDIA

VIDEOS

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Marketing Plan

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Member Satisfaction

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“I lived here for nearly 10 years before I learned about the Friends of the Garden program. The only reason I found out about it was because I was looking on the park’s website for something else… �I wonder if having a membership table set up in the parking lots every so often wouldn’t help grow membership.”

Focus on Awareness

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Connection

“I’d like to see a walking group created or more volunteer opportunities shared. One of the reasons I joined was to get to know other people.”

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Final Thoughts

Working with a client

Following-up

Real world implications

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Sources

Auxier, B. and Anderson, M. (April 7, 2021). Social Media Use in 2021. Pew Research Center. https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
Bowman, M. (February 3, 2017). Video Marketing: The Future of Content Marketing. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/?sh=25fca4016b53
Chwialkowska, A. (2019). The Effectiveness of Brand- and Customer-Centric Content Strategies at Generating Shares, ‘Likes’, and Comments. Journal of Promotion Management, 25 (2), 270-300. 10.1080/10496491.2018.1443307
Is Direct Mail Advertising Effective? A Research Study. (n.d.). USPS Delivers. Retrieved September 20, 2021, from https://www.uspsdelivers.com/why-direct-mail-is-more-memorable/
Paswan, A. K. and Troy L. C. (2004). Non-Profit Organization and Membership Motivation: An Exploration in the Museum Industry. Journal of Marketing Theory and Practice, 12 (2), 1-15. Retrieved September 20, 2021 from https://www.jstor.org/stable/40470133
Queensberry, K. A. (2021). Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution. The Rowan & Littlefield Publishing Group, Inc.
Quick Facts: Springfield City, MO. (n.d.). United States Census Bureau. Retrieved September 22, 2021, from https://www.census.gov/quickfacts/fact/table/springfieldcitymissouri/IPE120219
Rad, S. (March 13, 2017). 5 Ways to Create an Engaging and Interactive Posts on Social Medi. LinkedIn. https://www.linkedin.com/pulse/5-ways-create-engaging-interactive-posts-social-media-sam-rad/
6 Insights from the 2021 Membership Marketing Benchmarking Report You Don’t Want to Miss. (August 12, 2021). Cuseum. Retrieved September 20, 2021 from https://cuseum.com/blog/2021/8/12/6-insights-from-the-2021-membership-marketing-benchmarking-report-you-dont-want-to-miss

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