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Speaker: Katie Elzer-Peters, Owner at Garden of Words, LLC

Session Title: Help! I Need Somebody: How to Hire & Effectively Manage E-commerce Staff

Sunday, July 11  4:00 PM - 5:00 PM

Description:  Running an e-commerce storefront is a different beast than operating a retail location. E-commerce management requires specific skills and knowledge to create and manage the ecommerce website, smoothly operate cloud-based content management systems, work with large amounts of data (SKUS, photographs, descriptions), set up payment gateways, maintain secure transactions, handle customer service for online shopping questions, and more. You need, in effect, an entire team to run a streamlined operation and possibly a different team than your existing staff. How do you, especially if tech is not your specialty, hire and manage your tech team? Instead of throwing up your hands and struggling, attend this session and leave with job description templates, worksheets for planning, videos, and information to help you confidently hire, train, and manage remote data entry specialists, web developers, web strategists, website managers, ecommerce marketing specialists, and more. 

Level: Intermediate           Type: Business Operations

Session Title: Expand your Market: Retail Ecommerce Opportunities for Wholesale Growers

Monday, July 12  9:30 AM - 10:30 AM

Description:  Historically, wholesale and retail operations have remained staunchly separate in the horticultural industry. That has been changing, slowly, but COVID restrictions and closures of 2020 have expedited the process. If you're a wholesaler considering dipping your company's toe in the retail business, this session will help you determine whether retail ecommerce is right for you, platforms to evaluate, processes to allow a smooth transition, and pitfalls to avoid - including how to avoid upsetting your retail brick & mortar partners. 

Level: Progressive           Type: Business Operations

Session: Go Small - Gain Big: Micro-Marketing Strategies to Increase Revenue

Monday, July 12  1:00 PM - 2:00 PM

Description:  Pop-up shops and limited merchandise releases are regular occurrences in the fashion and beauty industries. Instagram influencers sell rare plants out of their apartments for thousands of dollars. Food trucks (even before the pandemic) have rapidly scaled up to funnel revenue away from traditional restaurants. How can you use the psychology behind these successful ventures to increase sales for your garden center? Leave this session with actionable ideas to implement at your business, small or large, seasonal or year-round. 

Level: Progressive          Type: Business Operations

Katie Elzer-Peters

Owner at Garden of Words, LLC 

Katie Elzer-Peters is the founder and CEO of The Garden of Words, LLC, a marketing firm that specializes in green industry clients. For 12 years she has helped brick and mortar and e-commerces businesses of every size (from small, family-owned to large corporations) grow and thrive in the digital age. The Garden of Words takes a broad approach to marketing plan development and implementation, blending tried and true traditional marketing techniques with new and emerging solutions. Katie and her team specialize in making digital marketing tools and tips accessible to everyone, regardless of their background or experience. 

Elzer-Peters has a B.S. in horticulture from Purdue University and a M.S. in Public Garden Management from the University of Delaware and Longwood Gardens and is a member of the Society of Fellows of Longwood Gardens. Prior to opening her marketing firm, Elzer-Peters served as the Assistant Director at Airlie Gardens, Curator of Landscape at Fort Ticonderoga, and managed educational programs, marketing programs, and horticultural staff at public gardens around the United States. She has authored nine books for Cool Springs Press, including No-Waste Kitchen Gardening, which has been translated into 13 different languages. 

Email Marketing -- Website Services -- Business Development & Branding
How did I get here? How did I turn into a copywriter specializing in plants but now builds websites? An artist and cyclist that completely nerds out over email marketing? A freelancer turned marketing agency that grows clients’ businesses exponentially? After all, I was supposed to run botanical gardens. Well. Life happens. Instead of teaching people in person how to plant a butterfly garden, I help the experts build beautiful websites so they can teach people. Instead of writing newsletters for one garden or museum, I build email marketing campaigns that generate millions of dollars in revenue. (Or thousands, depending on who you are and what you need.) I learned one of my most valuable marketing tools from studying the construction and promotion of the biggest boyband on the planet. (It works. Want to know what it is? Drop me a line.)

Address:   407 Kelly Rd Wilmington, NC 28409
Email:  katie@thegardenofwords.com    
Contact:   Katie Elzer-Peters
Phone:  (317) 313-8366   FAX: 


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