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
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
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
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.