Keep Growing 2020: The Ten-Year Strategic Plan
Butterflies & Blooms

Vision and Goals

Vision for Marketing

The Garden’s marketing efforts will establish the Chicago Botanic Garden as a recognized and respected leader, known throughout the world for its horticulture, visitor experience, plant conservation, and education.

The Garden’s marketing efforts will increase loyalty and enthusiasm, inspiring people to interact with the Garden on-site, online, and at its satellite locations.

Goals for Marketing

II.1 The Chicago Botanic Garden’s marketing efforts will 1) build the Garden’s reputation and awareness as one of the great gardens of the world; 2) increase attendance and membership, only to the extent the Garden can maintain impeccable hospitality; 3) increase enrollment in Garden programs, classes (on-site, off-site, and online), and volunteer opportunities; 4) educate visitors and members on the Garden’s new mission statement—We cultivate the power of plants to enrich and sustain life—and cause more people to take action toward saving plants; and 5) financially support the Garden.

II.2 The Garden will become top-of-mind as one of Chicago’s foremost cultural institutions.

II.3 The Garden will be recognized as a leader in plant conservation science.

II.4 The Garden will be broadly recognized as the finest teaching and learning botanic garden in the United States for students of all ages and abilities.

II.5 The Garden’s marketing efforts will reflect the high standards of the Garden and will affect visitors before, during, and even after their visit.

II.6 The Garden will nurture  a “cultural corridor” collaboratively with the Ravinia Festival, Writers Theatre, Kohl Children’s Museum, North Shore Convention and Tourism Bureau, and other institutions, visitor and tourist bureaus, and the City of Chicago, the Village of Glencoe, City of Highland Park, and other local municipalities.