Morning Glory

Local flower shops get world-class exposure via Web positioning, SEO and social media

portfolio-morning-gloryI’ve helped Morning Glory from its beginning with both traditional and digital marketing. As its doors were opened, initial goals were centered on building awareness of the quality custom floral designs these artisans create, through personalized direct mail, traditional space, directory, and public relations.

I’m most proud of the “lift” generated from digital marketing. I designed their initial site to highlight custom designs and avoided the catalog look of competing online florists. I added a special occasion reminder service to build relationships and developed an innovative online ordering system to mirror telephone ordering. Using both organic and paid search, the site attracted gift-givers from out-of-state and promoted easy online ordering from existing customers. Sales from search grew to almost 40% of online sales.

A Facebook page was added along with opt-in email. Online sales grew to 15% of overall sales and nearly half of all phone orders were influenced by the Website. A new site replaced the initial, built on a WordPress platform with Woo Commerce. Sales doubled the first year.

I built a micro site to support their wedding business, with a call to action to submit a wedding consult request. An advocacy campaign was also launched to magnify the referral channel, gathering glowing Yelp reviews from grateful brides. Twitter, Instagram, and Pinterest were added to the social media roster, increasing the referral channel even further. Morning Glory is capturing a 30% larger flowers-for-weddings business by demonstrating trend awareness through social media and lead generation from the advocacy program.

Deliverables: Web design and development, organic and paid search, opt-in email, social media, digital display and directory ads, advocacy and customer reviews, and eCommerce.