Case study
The Garden Conservancy
To celebrate their 25th Anniversary, The Garden Conservancy published, Outstanding American Gardens: A Celebration – 25 Years of the Garden Conservancy, but had no marketing or PR plan in place other than working with the publisher.
Hamburg Communications put together a team of three top producers and set the lofty goal of landing the book on the Amazon best sellers list for launch day – which we handily met. On launch day, the book was #1 on both the Garden Design and Landscape lists.
How did we do it? We began with a national press release and targeted each market represented by a garden in the book. Then we created and curated a Facebook page specifically for the book. On launch day, we released a video for social media, highlighting each of the gardens.
With 96 media placements, including the Washington Post, Southern Living, WCBS Radio Network, the New York Times, the Oregonian, the Fort Worth Star-Telegram and countless garden blogs and local outlets, Outstanding American Gardens: A Celebration – 25 Years of the Garden Conservancysold out three times in four months, beating the publisher’s algorithm.
See the video below or here
The publisher expected the 3,000 books to last through the holiday season. Instead, an emergency run was ordered in both October and December for an additional 4,000 books combined. With little other marketing besides our PR campaign, Hamburg Communications beat the publisher’s algorithm and sold out books across the country.
It was a thrill to watch this campaign grow, and our client really dug our results.