Chicago Botanic Garden
The Chicago Botanic Garden is a living museum focused on education and research. Its home is a campus of 385 acres that includes 23 display gardens, a range of environments such as prairie and forest and wetlands. In 2009, the Daniel F. and Ada L. Rice Plant Conservation Science Center opened as Phase I of a planned 15-acre science campus. The Center allows visitors to observe the research over 200 scientists.
Lord Cultural Resources, in partnership with LaPlaca Cohen, was commissioned to conduct extensive market research on Garden visitors and members, and non-visitors. Focus groups, seasonal waves of on-site visitor surveys, and telephone surveys of non-visitors were used to gather data. This comprehensive approach to understanding existing and potential markets provided the Garden with the foundation to identify new programs, and update the institution’s graphic identity and communications strategy.