Public Relations Research and Strategies for the GSU Botanical Garden

This is a Qualitative research project on connecting strategies for the Georgia Southern University Botanical Garden. The study focuses on how the garden can better engage with older Gen Z and younger Millennial audiences.

The presentation outlines three key research questions, explains the methodology we used, and presents insights from participant interviews.

1. Public Relations Research and Strategies for the GSU Botanical Garden Joshua Spurling, Chris Milton, Tyler McComb, and Jordan Jasper Green Team

2. Background The Georgia Southern Botanical Garden Established for approximately 30 years. Draw in Older Gen Z and Younger Millennials to the Georgia Southern Botanical Garden Secondary Research

3. Background (Research Questions) RQ1: How can Georgia Southern University's botanical garden tailor special events and programming to appeal to the interests and values of older Gen Z and younger Millennials? RQ2: What social media engagement strategies can the Georgia Southern University's botanical garden use to connect with older Gen Z and younger Millennials? RQ3: How do older Gen Z and younger Millennials view the role of natural spaces in supporting mental well-being?

4. Method Snowball Sampling Connections through friends 16 participants Consists mostly of older Gen Z Qualitative Interviews Conducted interviews via Zoom and in-person Recorded interview audio Used RADaR Analysis 4 phases

5. RQ1 How can Georgia Southern University's botanical garden tailor special events and programming to appeal to the interests and values of older Gen Z and younger Millennials?

6. RQ1: Findings Casual Social Connection Photography/Aesthetic Appeal Hands-On Learning “You can run into people and make new connections. It’s a good environment for that." "Beautiful scenery for everyone that comes to take pictures." "Fun facts, how to care for plants, how human actions affect nature."

7. RQ1: Recommendations Include photography zones at the Botanical Gardens for events, to encourage taking and sharing photos on a digital platform. Offer hands-on educational experiences Build your own flower pot Learn how to garden Nurturing plants

8. RQ2 What social media engagement strategies can the Georgia Southern University's botanical garden use to connect with older Gen Z and younger Millennials?

9. RQ2: Findings Platform Preferences Frequent and Consistent Posting Humor "Instagram or Snapchat. But Instagram definitely." "Be constant with their posts... constantly seeing different posts..." "If they posted something funny and relatable... I'd probably follow it."

10. RQ2: Recommendations Prioritize consistently posting on Instagram and Facebook Reels, stories, and photos Humorous posts like memes, plant puns, and trending sounds Increase audience involvement across social media platforms Polls + questions on stories Community hashtags like #PlantsMakePeopleHappy Joint posts with the audience

11. RQ3 How do older Gen Z and younger Millennials view the role of natural spaces in supporting mental well-being?

12. RQ3: Findings General Mental Health Maintenance Stress Relief "My mind gets reset... I'm at peace with myself." "I go there to clear my head... makes me feel more grounded." "Peace of mind and... an escape from reality."

13. RQ3: Recommendations Mindfulness and Mental Health Events Guided meditation mornings Yoga Silent walks or “Mindful Moments” tours Quiet Zones Comfortable spaces where people can read or reflect

14. References https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.visitstatesboro.org%2Fthings-to-do%2Fbotanic-garden-at-georgia-southern-university&psig=AOvVaw3qOx1WMxOXeA3LvmGti-Ux&ust=1745443881389000&source=images&cd=vfe&opi=89978449&ved=0CBQQjRxqFwoTCOjX56jL7IwDFQAAAAAdAAAAABAK https://www.google.com/imgres?q=georgia%20southern%20botanical%20garden&imgurl=https%3A%2F%2Fwww.vmcdn.ca%2Ff%2Ffiles%2Fgriceconnect%2Fimages%2Fgood-morning%2Fbotanic-garden.png&imgrefurl=https%3A%2F%2Fwww.griceconnect.com%2Flocal-news%2Fsave-the-date-botanic-garden-spring-plant-sale-takes-place-april-6-7-8469894&docid=qTcG0JdB3RbksM&tbnid=yLDpTfKt4_UxpM&vet=12ahUKEwjbh4Oly-yMAxV78MkDHQhnIvYQM3oECBsQAA..i&w=2000&h=1333&hcb=2&ved=2ahUKEwjbh4Oly-yMAxV78MkDHQhnIvYQM3oECBsQAA