Sponsorship, Cause Marketing, and Event Underwriting
Reaching Millennial Audiences Through Visionary Art Exhibitions
The Cadillac Tri-State Dealers sponsored Scarecrows: From the Heartland to Horror, an original art installation by entrepreneur and visionary Ray Villafane. The messages of the exhibition aligned with Cadillac’s goal of reaching millennial audiences, and the team of artists and curators who imagined this first-time exhibition exemplified the brand tagline, “Dare greatly.” The brand theme was brought to life during events for influencers that included a Meet the Maker VIP evening and photo opportunities with a custom-designed scarecrow driver that created social storytelling.
Making Connections Between Brand Identity, Sales Programs, and Philanthropy
Whole Foods Market partners with NYBG to deliver “Fresh from the Garden Tastings,” cooking demonstrations featuring their 365 Everyday Value products in the Whole Foods Market Family Garden Kitchen. NYBG helped boost store traffic through promotions to its audiences in support of a one-day regional percent of sales event with 30 participating stores. The successful collaboration resulted in a WFM benchmark high for like events and a donation to the Garden’s Edible Academy.
Building Brand Advocates Through Experiences and Education
The partnership with Guerlain included raising public awareness about the company’s proprietary work in the area of orchid research and its support of orchid conservation. At the same time, activations included a special product display in NYBG Shop, branded VIP lounges at evening events, roving make-up artists offering free lipstick touch-ups to guests, and Guerlain Orchidée Impériale themed cocktails at parties, among other integrated messaging.
Fundraising Events at the Garden
The Conservatory Ball is NYBG’s largest gala and fundraising event of the year, attracting more than 500 distinguished guests each year and garnering major press from Vogue, WWD, and The New York Times. In 2015, Carolina Herrera was the exclusive fashion partner for NYBG’s 41st annual Conservatory Ball—A Night in Coyoacán—which celebrated the critically acclaimed exhibition FRIDA KAHLO: Art, Garden, Life. Ms. Herrera co-hosted a luncheon and fashion show at her namesake boutique on Madison Avenue for the gala leadership committee and she also served as an Honorary Chairman for the evening.
Increasing Sales and Brand Visibility Through Cause Marketing
The New York Botanical Garden has more than one million floral manuscripts, artworks, and books from the 12th century to the present. These archives of rare books and engravings were used as the inspiration behind Oscar de la Renta’s NYBG table and giftware collection. A percentage of every piece of the collection sold in NYBG Shop, Oscar de la Renta boutiques, and select retail partners was donated to The New York Botanical Garden. This campaign raised awareness for the Garden while incentivizing sales and increasing store traffic for Oscar de la Renta.
Saving the Plants of the World through Digital Technology: World Flora Online
In response to the global biodiversity crisis, in which an estimated 20 percent of all plant species are at risk of extinction, The New York Botanical Garden and its collaborators are creating the World Flora Online (WFO) project to provide open-source access to a definitive list of all the world’s known flora (350,000 species). WFO is nothing short of transformational, the only definitive online resource documenting all known plants of the world. It provides one-stop searching with verified information, new data and images, and links to plant database and catalog websites. This definitive listing of plants will update and improve all plant listings on the World Wide Web and change the way we conserve the natural world by significantly enhancing and speeding our ability to do so. The project acts on the challenge made by the international community through the United Nations Convention on Biodiversity for an “online flora of all known plants by the year 2020.” Google Inc. has helped fund this ambitious project so critical to conservation world-wide.
S.T.E.M Education for School Groups: GreenSchool
GreenSchool programs offer a robust platform of classes and workshops for school groups K–8 and teachers that address responsible and sustainable stewardship of the natural world. Located inside the Enid A. Haupt Conservatory, GreenSchool workshops begin with an inquiry-based lesson and hands-on activities and are followed by an exploration of the Conservatory, the Family Forest, and other specialty gardens located on NYBG's grounds. Students practice science inquiry and increase their content knowledge of science, the environment, and other cross-curricular concepts. Teaching methods are adapted to different learning styles and developmental needs, and are designed in accordance with the NYC Department of Education Scope and Sequence, New York State Common Core Standards, and national standards. Support from Con Edison helps inspire the thousands of school children who visit the Garden to learn about plant science and explore the natural world in a safe outdoor environment.