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The Phelps Group - Monrovia, "Plant Savvy"

The Phelps Group
Monrovia, “Plant Savvy”
http://look.thephelpsgroup.com/monrovia/Emails_OMMA/
Finalist Email: Campaign


How does a wholesale plant grower that only sells its product via independent garden centers, compete with large chain stores? It uses its advertising budget to drive consumers to independent garden centers. Monrovia launched Plant Savvy, an email newsletter targeting gardeners, offering tips, trends and embedded links throughout content that led consumers to Monrovia's site, where gardeners can learn more about flowers and find a place to purchase them. Six issues were sent, and subscribers increased from 2,200 to more than 10,000. The open rate was 43% and unique click-through rate was 14%.

 

The Phelps Group: Judy Lynes, Public Relations Coach; David Yoon, Interactive Creative Director; Michael Bonanomi, Team Manager.

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