Tampa, FL, September 15, 2013 --(PR.com
)-- Digital Agency, Bayshore Solutions, announces the custom developed website for Cleveland Botanical Garden. The goal for the website was to express the Garden’s new brand as a destination where guests could find enrichment and inspiration.
Cleveland Botanical Garden’s mission is: To spark a passion for plants and cultivate an understanding of their vital relationship to people and the environment. Therefore, a web visitor’s experience of the new Garden website needed to “spark a passion” for visiting the Garden, learning about its various programs and events, and generate enthusiasm to buy a ticket or membership, attend an event or show, register for a class or become a donor.
Bayshore Solutions used WebModules content management system (CMS) for the Garden’s new easy-to-navigate website. For the first time, guests to the Garden are able to buy single-day admissions online. The website also makes it easy for visitors to buy tickets to special events, purchase memberships and make donations to the Garden and Green Corps, an urban-farming program for Cleveland teens. Bayshore Solutions integrated custom background images that change with the seasons, just as the Garden itself does. An event module was put in place to allow various Garden departments to add content to a composite calendar. Website visitors can click the calendar to see what’s going on at the Garden at any given time.
“This new website certainly immerses you in the beauty and ever-changing nature of the Garden, and it also allows us to connect with new audiences to grow our attendance and membership,” says Garden Executive Director Natalie Ronayne.
Adds Patrick Evans, the Garden’s marketing and communications director: “Most botanical garden websites look more like they belong to institutions rather than destinations. We feel we’ve broken new ground by pushing the sense of destination. Beyond that, there is considerable marketing muscle behind the new site; and it is optimized to make it easy for our key audiences to find us online.”
Bayshore Solutions also implemented strategic online marketing, search engine optimization driving visibility, and content and conversion optimization driving lead and revenue generation through the Garden’s website. In six months, the new website and digital marketing delivered a 186% increase in online conversions, and a 110% increase in membership revenue with a decreased cost per lead by 65%.
Cleveland Botanical Garden’s web strategy and business results were a featured success presentation at The 2013 Garden Evolution Conference, “Monetize Your Garden” workshop.
“We are honored to produce such an inspiring, functional and enticing website for Cleveland Botanical Garden,” said Kevin Hourigan, President and CEO of Bayshore Solutions. “The new website delivers an online experience reflective of this world class destination.”