the botany society
YEAR 2023 REVENUE IMPACT $222.75k organic traffic 54% increase monthly mql’s 40% increase
Niche Market Disruption: 68% YOY sales Growth Through Strategic Rebranding
go-to-market strategy￨e-commerce optimization￨brand positioning￨SEO strategy￨Customer journey mapping￨ux/ui￨photography + photo editing
project overview
In 2023, I led an end-to-end digital transformation and rebranding project for The Botany Society, a local small business specializing in sentimental flower preservation. the overarching goals of this project were to increase visibility, engagement and sales while modernizing the brand and optimizing the customer experience.
From branding and UX/UI enhancements to e-commerce and customer journey optimization strategies: I directed all aspects of this comprehensive, research-focused rebrand. My efforts resulted in over $222K in additional revenue within a year, achieving 38% YoY revenue growth and a 68% YoY increase in total sales.
challenges
The floral preservation market is fragmented and understudied - with market share monopolized by established competitors with advanced (and expensive) digital marketing strategies.
this project was incredibly research-intensive since floral preservation is truly a niche market with zero public resources available to guide business strategy.
the sensitive nature of the product itself requires a specifically empathetic approach to customer engagement and brand messaging. floral preservation often includes handling invaluable sentiments such as floral arrangements memorializing a loved one.
Despite offering a one-of-a-kind, sentimental product, The Botany Society struggled with low visibility, outdated branding, and a disconnected customer experience.
strategy + Execution
Brand Transformation
Developed a new brand name, The Botany Society, reflecting sophistication, science and art.
Designed a cohesive visual identity, including logos and a style guide tailored to the target audience.
established a compelling, creative, empathetic brand voice to differentiate from competitors.
digital optimization
Enhanced UX/UI for seamless navigation, mobile responsiveness, and with multiple CTA buttons and forms.
Implemented Hubspot’s CRM to improve customer engagement and Monday.com to streamline operating procedures and project management.
Launched automated email campaigns via Squarespace, driving 30% higher email engagement.
Utilized marketing analytics tools like Google Analytics to support data-driven decisions.
Created various dashboards with trackable KPIs to ensure business goals were met.
market penetration + seo
Used SEMRush, Google analytics, and google Search Console to identify top keywords: Optimized on-page and off-page SEO with high-ranking keywords like "wedding bouquet preservation” and “preserved bridal bouquet”.
created optimized profiles on industry platforms like Wedding Wire and The Knot, increasing mqls by 40% in 60 days.
product photography & photo editing
Learned product photography and photo editing skills on Adobe Lightroom to deliver high-quality, professional product images for marketing materials and website content.
customer journey optimization
awareness stage: pinterest ￨ INSTAGRAM ￨ wedding wire and the knot ￨ industry blogs
consideration stage: clear ctas￨seo-optimized navigation￨ personalized, automated email campaigns
conversion stage: product customization ￨ optimized online ordering ￨ high quality imagery ￨ seo-optimized product descriptions
retention stage: automated customer follow-ups ￨ branded packaging
loyalty stage: post-purchase survey ￨ holiday email campaigns ￨ referral programs ￨ customer service
results
$222K+ in annual revenue growth (+38% YoY) and 68% YoY sales growth.
40% increase in mqls through optimized local profiles on Wedding Wire and The Knot profiles.
Increased organic traffic by 54% and unique visitors by 20% within 45 days.
improved customer retention by 22% through engagement strategies and enhanced end-to-end customer touchpoints.
automated emails drove 30% higher engagement rates.
conclusion
the digital infrastructure implemented during this project not only delivered immediate revenue growth but also positioned The Botany Society for sustained success:
Brand Leadership: Positioned as an innovative market leader in floral preservation.
Optimized Customer Journey: Enhanced experiences at every touchpoint to foster satisfaction & loyalty.
Scalable Growth: developed a digital infrastructure adaptable to evolving demands.
future recommendations
continued use of kpi dashboards, crm / project management softwares
pursue ad space in industry leading bridal magazines
explore strategic partnerships in untapped marketplaces like the vegas wedding industry
"Brianna brought fresh 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. 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!"