the botany society
brand strategy + positioning / REBRANDING￨Local SEO￨Customer journey mapping + optimization￨ux/ui + WEB DESIGN￨graphic design￨copywriting￨photography + photo editing
YEAR 2023
REVENUE IMPACT $222.75K
industry artisnal services
impact
38% YOY REVENUE GROWTH
68% YOY SALES INCREASE
54% increase in organic traffic
40% increase in MQL’s
Niche Market Disruption: 68% YOY sales Growth Through Strategic Rebranding
In 2023, I led a rebranding and digital transformation strategy for The Botany Society, a local artisan specializing in sentimental flower preservation. Facing well-established competitors in a fragmented market, I developed a new brand name, visual identity, and strategic framework that positioned The Botany Society as a local leader. This resulted in $222k+ annual revenue 1-year post rebranding (38% yoy revenue growth, a 68% yoy sales increase), laying the foundation for scalable growth.
This was a unique, research-heavy project due to the incredibly niche and understudied market for floral preservation. Additionally, this project marked my first experience with photography and photo editing, which I found quite fun to learn! These new skills enhanced the visual storytelling for the brand and contributed significantly to the overall success of the rebranding effort.
strategic challenge & opportunity
The floral preservation market was incredibly niche and understudied, with established competitors dominating visibility in top publications. This presented both a challenge and an opportunity to position The Botany Society as a premium, trusted local leader. The business also faced an outdated digital presence and a fragmented customer journey, requiring a holistic approach to optimize branding, SEO, and the end-to-end customer experience.
strategic solution & execution
after extensive research and competitor analysis, I implemented a multi-faceted strategy that integrated brand transformation, digital optimization, and audience-centric solutions.
Brand Transformation:
Developed the new brand name, The Botany Society, to emphasize artistry and sophistication.
Designed a cohesive visual identity, including a modern logo, style guide, and refined branding elements tailored to resonate with the target audience.
Established a clear brand voice and messaging framework to differentiate The Botany Society in a niche market.
Digital Infrastructure:
Implemented a CRM system to enhance customer engagement and track trends.
Overhauled the website's UX/UI, optimizing for local SEO with targeted search terms like "bouquet preservation near me."
Market Penetration:
Created optimized profiles on high-traffic platforms such as Wedding Wire and The Knot, resulting in a 40% increase in inquiries within 60 days.
Conducted keyword research to dominate local search results, focusing on terms like "bouquet preservation service near me."
Launched a content-driven strategy that increased inquiries by 40% within 60 days.
customer TOUCHPOINTS
WEBSITE ￨ INSTAGRAM ￨ FACEBOOK ￨ EMAIL MARKETING ￨ ONLINE ￨ CUSTOMER SERVICE PHONE/EMAIL ￨ VIDEO CONSULTATIONS ￨ ONLINE ORDERING SYSTEM ￨ PRODUCT CUSTOMIZATION INTERFACE ￨ PACKAGING AND DELIVERY ￨ FOLLOW-UP EMAILS ￨ CARE INSTRUCTIONS ￨ CUSTOMER FEEDBACK SYSTEM ￨ SOCIAL MEDIA ENGAGEMENT ￨ BLOG/EDUCATIONAL CONTENT
$222,750 revenue generated 1 year post-rebranding (38% YoY revenue increase) and 68% increase in sales
Customer retention rose by 22%, and organic website traffic grew by 54% in just 45 days, with a 20% increase in unique visitors and a 54% increase in page views.
Local SEO optimization significantly improved visibility, generating a 40% increase in inquiries from platforms like Wedding Wire and The Knot.
Automated email campaigns drove a 30% higher engagement rate compared to manual outreach, enhancing retention and streamlining operations.
results & impact
Strategic Value & Future Impact
The infrastructure implemented during this project not only delivered immediate revenue growth but also positioned The Botany Society for sustained success:
Customer Journey Mapping: Optimized touchpoints for smoother, more transparent experiences, improving satisfaction.
Email Automations: Automated communications boosted customer engagement and reduced manual workload.
Increased Lead Generation: High-traffic profiles on Wedding Wire and The Knot will continue driving inquiries.
SEO Optimization and Local Search Ranking: Improved visibility in local search results, leading to higher organic traffic and conversions.
Professional Branding: The refreshed identity supports customer retention and future scalability.
KEY TAKEAWAYS
Strategic Rebranding: A cohesive visual identity and clear messaging differentiate a brand in a niche market.
Digital Optimization: Local SEO and CRM systems enhance customer engagement and drive growth.
Customer Experience: A seamless customer journey fosters satisfaction and loyalty.
This project reinforced my ability to combine creative strategy with technical execution, turning a local business into a scalable leader in a truly niche market.
EXPANSION
The success of this model opens opportunities for:
Franchise expansions in other markets.
Complementary product lines
Partnerships with wedding planners and event coordinators
additionally, we explored partnerships with untapped markets in quick-wedding culture like las vegas
This strategy reshaped the local competitive landscape. By dominating search rankings and establishing a premium brand position, The Botany Society set new industry standards. Competitors now face the challenge of matching its digital presence and exceptional customer experience.
market disruption
conclusion
The comprehensive approach taken in this project—from rebranding to digital transformation—not only delivered immediate results but also positioned The Botany Society for long-term success. By leveraging data-driven strategies, research, and creativity, I created a scalable model adaptable to the business’s growth and evolution.
"Brianna brought such fresh, inspiring ideas to The Botany Society and was there for every step of our relaunch. She really took the time to understand what makes our business unique, and her research helped us see our market and clients in a way that finally made sense after years of struggling. More than that, she helped me share our story in a way that felt true to us and connected with our brides beautifully. Her creativity and care made all the difference, and I can’t recommend her enough to anyone looking to elevate their small business."
— Kelsey Ford, Owner