ATLANTA HOSPITAL HOSPITALITY HOUSE
Agency: Golin Atlanta
Market Background: Golin is an internationally renowned marketing firm. Their Atlanta office needed specific horticultural expertise to publicize the restoration of a horticultural landmark. Originally part of the prestigious 1920’s Fredrick Law Olmsted Druid Hills development in Atlanta, the restored Rock Garden is now open to the public.
Assignment: Research, interview, write, and then strategically place the rock garden restoration story in historical horticulture publications. Garner publicity for the philanthropic organizations and the garden designer involved, in order to attract the public and recognize the AHHH, current caretakers of the rock garden.
Results: The publicity effort garnered important coverage on multiple aspects of the garden, on its designer Cooper Sanchez, and on the AHHH organization. The coverage included features in media covering the target audience:
Magnolia Journal, quarterly publication of Southern Garden History Society
LA Letter, quarterly publication of GA Chapter of the American Society of Landscape Architects
Alliance for Historic Landscape Preservation Newsletter; a monthly read by opinion leaders in landscaping
The Rambler quarterly publication of Georgia Trust for Historic Preservation
Pond Trade Magazine a monthly journal for professionals with interest in water features
Atlanta Intown Magazine, monthly tabloid publication and online
Garden Gateways, quarterly publication of Georgia Federated Garden Club
Decatur Dispatch, a monthly community publication in the target market
Client Endorsement: “Geri’s broad knowledge and relevant contacts within the Horticultural and Garden media, trade and influence circles delivered outstanding results for our client. We knew we needed to partner with someone with this highly specialized niche expertise and we nailed it when we found Geri. She exceeded expectations and the resulting media and awareness secured resulted in a greater understanding of the restoration of a historically significant landscape, greater awareness of the nonprofit organization on whose property it resides and increased donors and donations to the non profit.”—Lillian Kirbo Ansley
Part of the story is always finding the excitement at the heart of the subject, the other part is often the personalities. GardenGeri was able to leverage more media coverage for the garden by generating publicity for Cooper Sanchez, the colorful and talented landscape designer who handled the restoration.