Case Study: Pennsylvania Horticultural Society

With a new membership model and adjustments made to their signature event, the Philadelphia Flower Show, the Pennsylvania Horticultural Society launched a direct mail acquisition campaign to engage new audiences and grow membership with a new compelling offer and special experiences for members. 

The acquisition package employed a double-drop mailing strategy, where select names are mailed a second time. This provided recipients sufficient time to join and receive their free Philadelphia Flower Show tickets and take advantage of other member opportunities for the Flower Show that would take place outdoors in June rather than indoors in March, a radical change. 

The new membership structure was presented clearly, with emphasis on the value of membership and call-outs incorporated to draw attention to the $150 level. Beyond Flower Show benefits, the package highlighted the impact membership has on the community.    

The package design integrated the PHS brand with whimsical Flower Show branding developed by PHS. Copy and design was bright and lively, with eye-catching teasers, bold graphics, and engaging images.


Despite the challenges presented by the pandemic, a modified Flower Show location and season, and a new program, the campaign was a success—exceeding income projections by 8%, with a 13% higher average gift than projected and an ROI of $2.33.