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Nadia A.

The Online Botanical Gardens. Emily C. Ishmael B. Nadia A. Yi-Hsin C. Online Botanical Gardens Basics. Virtual Tours - NYBG, PHIPPS, FAIRCHILD, DBG Community Links- Missouri, Longwood Educational Experience Wide range of educational offerings, for adults, children, students, etc.

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Nadia A.

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  1. The Online Botanical Gardens Emily C. Ishmael B. Nadia A. Yi-Hsin C.

  2. Online Botanical Gardens Basics • Virtual Tours - NYBG, PHIPPS, FAIRCHILD, DBG • Community Links- Missouri, Longwood • Educational Experience • Wide range of educational offerings, for adults, children, students, etc. • Example: Splitting a Persimmon seed to forecast winter (NYBG) • Functions • Corporate Cocktails – NYBG, Minter Botanical • Weddings, Automobile shows

  3. A Sample Front Page

  4. Players in Online Botanical Gardens

  5. Website Comparisons Phipps Conservatory Desert Gardens

  6. Customer Base • Student • Corporations • Wildlife adventurers • Retirees • People who are • Regular visitors to botanical gardens • Love gardening but don’t have time • Need to search for information about plants

  7. Fundraising • Donations • Non-members (Desert Botanical Gardens) • Sponsorship • Corporate (NYBG) • Membership • General and Corporate (sample from Missouri BG) • Contributing Plus Member($100) • Sustaining Member($175) • Sponsoring Member($250) • Director’s associate($500) • Garden Fellows($2,500) • Garden Ambassador($5,000)

  8. How They Attract Customers • Link to other botanical gardens websites(majority) • Memberships(majority) • Visitor information(majority) • Online research resources • Volunteer opportunities to get people involved • Special events and activities • Shoppers at Garden Shop • Garden Clinics • Tourist Bureaus

  9. Value Added • The basic value added is the memberships • 10% discount at Garden Shop • Special member rates for educational courses • Special member-only parties, sales and events • Opening night previews of flower shows • Trips designed especially for members • Weekend bus trips from city to garden (NYBG) • Opportunities to participate in special events – cocktails, dinners, guest speakers, etc.

  10. Strategies to Lock-in Customers • Paycheck contribution • Deduction from paycheck through corporate participants • Give rewards to the contributor • Discounts for family ceremonies • Plant adoption programs • Personalization of garden section by families through the adoption of a small plot.

  11. Strategies to Increase Traffic • Partnership with other botanical gardens • Improve the contents of the websites • Interactive game with the children • Public announcements on related websites or other media. • Partnership with travel agencies, example Expedia, etc. • Add a Virtual Tour feature.

  12. What Can They Do? Peapod – instant online registration Missouri BG – delayed online registration

  13. Suggestions • Improve site conditions. Some sites were having technical difficulties • unable to process credit card transactions for online shopping & membership fees • Utilize targeted marketing: • Send email to members about upcoming events of interest. • Create an online community for information exchange, compared to just communicating via email. • Creative e-cards with garden snapshots to be sent to friends and loved ones.

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