Case Study –
Client Success Story:
Royal Botanical Gardens
Challenges
- Online Visibility: Improving web presence interest through organic or paid channels, to expand on well-established audience.
- Lead Generation: Improving flow of qualified prospects from digital platforms.
- Performance Tracking: Measuring and optimizing campaigns, while cross-referencing data and analytics from key platforms.
- AI Strategy Development: Recognizing a need to align team’s use and understanding of modern AI tools
Strategy & Approach
- Market Segmentation & Audience Insights
a. Identified potential buyer personas and their typical online behavior
b. Analyzed which platforms and ad formats would resonate most with each segment.
- Google Advertising
a. Launched targeted Google Search and Display campaigns with clear calls-to-action.
b. Implemented keyword research to ensure RBG’s offerings appeared in relevant searches.
c. Optimized landing pages for conversions, ensuring a streamlined user experience.
- Meta Advertising
a. Developed ads tailored to specific audience interests, leveraging demographic and behavioral targeting.
b. Employed retargeting tactics to reconnect with users who had previously shown interest.
c. Created lookalike audiences to expand reach into promising new segments.
d. Provided professional photo & video capture as needed to support media assets
- Ongoing Data Analysis
a. Monitored campaign performance using integrated analytics tools.
b. Conducted frequent A/B testing on ad creatives, headlines, and landing page layouts.
c. Regularly refined targeting and budget allocation based on real-time insights.
d. Met regularly with marketing lead to report on KPIs and align with evolving organizational outreach goals - AI Leadership Training – ChatGPT Pilot Project
a. Implemented a structured onboarding program that introduced AI fundamentals
b. Showcased real-world use cases, and provided ongoing support for seamless adoption.
c. Provided leadership with recommendations and data outcomes for use cases
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Key Deliverables
Full-Funnel Campaigns: Implemented end-to-end Google and Meta campaigns designed to guide prospects from awareness to conversion.
Performance Reporting: Provided centralized reporting on ad spend, impressions, conversions, and key engagement metrics.
AI Training & Policy Recommendations: Developed an interactive learning platform with concise tutorials, practical exercises, security & policy recommendations and a dedicated forum for peer-to-peer collaboration.
Success Outcomes
Significant Increase in Online Traffic: Sustained rise in both ad-driven and organic visits to RBG’s website.
Boost in Qualified Leads: Higher volume of inquiries and form submissions from prospective customers fitting RBG’s ideal profile.
Improved ROI & Data-Driven Decisions: Consistent campaign monitoring led to more efficient budget use and clearer insights for future strategies.
AI Adoption Metrics: More than 2x time savings in the development of internal documentation and other administrative tasks, significant reduction in training time, deeper employee engagement with AI tools, and a culture shift toward continuous learning, innovation, and policy development.