Case Study: Atlanta Botanical Garden

In April through October 2016, the Atlanta Botanical Garden hosted the spectacular exhibition Chihuly in the Garden, featuring 20 installations of the popular glass artist’s work. A direct mail package was developed to invite prospects to join and enjoy free daytime admission to the Chihuly exhibition and a year of garden experiences with special member benefits.

In addition to the Chihuly exhibition, the campaign highlighted that members enjoy privileges at two gardens—in Atlanta and in Gainesville, Georgia. The package also included a strong combination of limited-time offers to drive response. The color brochure beautifully highlighted the gorgeous images, proving the old adage, “a picture is worth a thousand words!”

The campaign was strategically timed to arrive in homes close to the opening of Chihuly in the Garden, capitalizing on the media coverage of this highly anticipated exhibition.

Results

The appeal significantly outperformed projections, securing 30% more gifts, 44% higher gross revenue, and 92% higher net revenue than projected.