St Andrews Botanic Garden
St Andrews Botanic Garden has gone through a period of significant change in recent years and is now run by a charitable trust. Its mission is to improve the lives of people around plants and it is recognised as being something of a hidden gem in the hugely popular tourist destination town of St Andrews.
The Garden is an important plant collection measured in terms of the diversity of plants, provenance, documentation, historic and cultural value and beauty and design. As evidenced by excellent reviews on its Facebook page, it’s a fantastic place to explore in St Andrews for locals and tourists alike – a Trip Advisor top ten attraction for the town.
Under the leadership of the Garden’s director the visitor numbers had already significantly increased in recent times. In 2016 Robertson Collaborate was brought in to provide an outsourced “marketing director” service to create a strategic marketing plan to lay solid marketing foundations for the Garden’s long-term viability. It aims to continue to attract new targeted paying visitors to the Garden in line with set goals through an integrated marketing approach and to provide a framework for an in-house marketer to work through over the period ahead.
The strategic marketing plan developed by Robertson Collaborate gave specific action recommendations to achieve the Garden’s objectives and suggested third-party partners to help in the process. The project and planning process also enabled the director to successfully present the strategy to the Garden Trustees for action.