Atlanta Botanical Garden
Geri Laufer served on the board of the Atlanta Botanical Garden from 1980-1998 and served as its PR manager from 1998-2009.
Market Position: Atlanta Botanical Garden is renowned for a number of living collections including orchids and poison arrow frogs. The Orchid Display House of the new Fuqua Orchid Center provided a home for the world collection of Phalaenopsis, while the High Elevation House employed revolutionary technology to enable the successful cultivation of rare high-elevation orchids in “Hotlanta”.
Assignment: Media Launch of new Fuqua Orchid Center. Interview principals, research and write news releases, design and create hardcopy press kits, deliver press kits to key media, follow up with reporters, arrange interviews, ribbon cutting, accommodate VIP visitors, document all phases of launch.
Results: Media coverage and interviews for the launch were secured in every outlet from The Public Garden magazine to the New York Times newspaper plus local and national television networks. Visitors included President and Mrs. Jimmy Carter and Mrs. Lyndon (LadyBird) Johnson, Steve Jobs, and many more, creating a groundswell of public attendance during the opening weeks and beyond.
he Media Kit won a Garden Globe Award from the Garden Writers Association of America, it’s highest honor for commercial communications.
The Fuqua Orchid Center Media Kit features news releases of rare orchids from both sea level and montane habitats never before displayed in Atlanta, together with readable explanations of the new technology invented to support their growth in the Southeastern U.S. Rarity and beauty made an irresistible combination for editors, and the Fuqua Orchid Center became an instant destination for visitors from around the world. It also became a favorite spot for proposals of marriage and weddings.
Endorsement: “Geri Laufer worked at the Atlanta Botanical Garden for 11 years, cultivating media relations, coordinating the member newsletter Clippings, and writing articles and publications about the core areas of the Garden’s mission: plants, horticulture, education and conservation. Geri Laufer would be an asset to any organization; she is enthusiastic, dedicated, innovative and committed to her work.”–Mary Pat Matheson, Executive Director, Atlanta Botanical Garden