San Antonio Botanical Garden - Betty Kelso

Total Impressions

Earned Media Impressions

Conversions

Opportunity

The San Antonio Botanical Garden opened the doors to its new, state-of-the-art event space, The Betty Kelso Center, in 2020. The venue, which sits in the midst of a 38-acre urban oasis, is designed to connect guests with nature and is expected to become one of San Antonio’s premier event locales. The Botanical Garden reached out to Noisy Trumpet to help drive awareness of San Antonio’s newest venue and generate leads through digital and traditional advertising campaigns in Q4 of 2020. The campaign was then extended through Q1 of 2021 to incorporate public relations.

Idea

Noisy Trumpet developed a comprehensive public relations and marketing plan that included the following tactics: 

  • Media Outreach
  • Digital Advertising
    • Targeted Facebook and Instagram Ads
    • Google Search Ads
    • Pinterest Ads
  • Sponsored Social Media
    • Features in: San Antonio Woman, San Antonio Magazine, Society Texas, San Antonio Report
  • Print Advertising
    • Features in: San Antonio Express News, SA Woman, San Antonio Business Journal, SA Magazine, Society Magazine, Dominion Magazine

Results

The success of the campaign was measured by the following results:

  • As a result of media outreach efforts promoting The Betty Kelso Center, Noisy Trumpet secured more than 600K impressions (broadcast, online) as of February 2021 on local media channels. 
  • The advertisements (print, digital, social) developed by Noisy Trumpet accumulated close to 2M total impressions and 14K clicks in a two-month time frame. 
  • Two (2) separate Google Search Ad campaigns, each lasting approximately two months, garnered over 130K impressions and led to more than 700 conversions. As the Noisy Trumpet team was able to gather performance data and make optimizations, the cost per conversion was reduced by 50% and the conversion rate was improved to more than 2.7 times the industry average.
  • Print advertising alone resulted in over 1M impressions. 
  • In total, the comprehensive public relations and marketing campaign gathered 2,604,314 impressions.
  • A total of 96 leads resulted from the Instagram, Facebook, and Search Engine (Google) campaign, of which 44.79 were converted leads.
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