Dawes was seeking to shift its positioning from a transactional ticket-buying moment to a complete and unexpected experience in a location that’s closer than you think.
- Brand strategy
- Audience personas
- Graphic design
- Copywriting and content
- Campaign development
- Paid media placement, optimization and reporting
- Landing page
- Email marketing
The challenge
With nearly 2,000 acres of plant collections, gardens and natural areas, 12 miles of hiking trails and roadways for a four-mile driving tour, the Dawes Arboretum is a beautiful place to visit. But with an off-the-beaten path location in Newark, Ohio, people just weren’t. So Dawes came to treetree for help repositioning its experience to compete with the likes of the Columbus Zoo & Aquarium and Franklin Park Conservatory and increase ticket sales.
Working with the treetree team has been instrumental in increasing brand awareness within our target markets. Through a series of strategic social media campaigns, we saw an immediate increase in website traffic and ticket sales which supports our long-term organizational goals.”
Static display ads
![](https://treetreestg.wpengine.com/assets/uploads/2023/06/Dawes_44C_Integrated-Advertising-Campaign_Consumer-Campaign_Local_V01c-1600x968.png)
The strategy
Beginning with robust discovery and strategy, we refined audience personas and refreshed key messaging to target city dwellers and parents of young children with a campaign based on user-generated content.
Social media strategy, copy and design
![](https://treetreestg.wpengine.com/assets/uploads/2023/06/social_kcphoto.png)
![](https://treetreestg.wpengine.com/assets/uploads/2023/06/social_tynicole.png)
![](https://treetreestg.wpengine.com/assets/uploads/2023/06/social_lenny.png)
Increase in ad clicks in three months
Decreased cost-per-click in three months
Increase in ticket sales year over year
Landing page
Nurture emails
![](https://treetreestg.wpengine.com/assets/uploads/2023/05/Dawes_44C_Integrated-Advertising-Campaign_Consumer-Campaign_Local_V01c_f-1161x1600.png)
![](https://treetreestg.wpengine.com/assets/uploads/2023/05/Dawes_44C_Integrated-Advertising-Campaign_Consumer-Campaign_Local_V01c_e-1161x1600.png)
The results
Utilizing display and social ads for both new and remarketing audiences, paid search, an optimized landing page and nuture email series, the campaign increased ad clicks by 460% while decreasing cost-per-click by 38% in just three months. Quarter over quarter, website sessions increased 50% in the Columbus DMA. And ultimately, ticket sales increased by 22% year over year.