Work // Showcase // The Morton Arboretum

Share |
The Morton Arboretum

Services Utilized

  • Email Marketing
  • Online Display Advertising
  • Search Engine Marketing

Campaign Objective

  • Increase awareness and attendance to a variety of 2009 events through digital media

Tactical Approach

  • Use of highly geo-targeted media placements as well as invitation based email marketing
  • Highlight the Arboretum as a destination where people can find a full day’s worth of activities and enjoyment rather than focusing only on a specific attraction

Results

  • Increase in overall attendance of over 14%, individual event attendance up by 20%

Related Resources

Research Briefs:

New Technologies in Marketing

By: Sean Dickson, Maureen Hultgen and Sara Rennich

As marketers are constantly faced with technological innovations, it is important to understand how to utilize these marketing mediums in new and meaningful ways. This research brief highlights how new technologies, such as the iPad and augmented reality, can connect businesses with their consumers.

Research Briefs:

The Era of the Digital Mom

By: Jessica Roy

Digital Moms have evolved from a small niche demographic targeted on specialty sites, to one of the largest, most interactive, and technologically intelligent groups online. This research brief demonstrates Digital Moms' online behavior and how marketers can best reach them.

Research Briefs:

The Creative Impact on Performance

By: Diane Staffan and Abigail DiFazio

The most impactful element, in conjunction with media, to consider when developing a digital campaign is creative execution. The technology advancements in rich media, video, and dynamic creative have enabled quality brand interactions that at one time could only exist on a brand's website to now occur in the consumer's active online environment. This research brief focuses on a few of the creative tactics that will be heavily considered by marketers in 2010.