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Royal Botanic Garden Edinburgh Aligning and Strategizing Case Study

November 8, 2018
[10, 4] Mockup from with RBGE homepage screenshot
Updated: November 21, 2018

Royal Botanic Garden Edinburgh also known as RBGE is a world-renowned centre for plant science, horticulture and education. Being a sophisticated resource, it is also a multi-channel experience, that goes beyond standard online touch points. In this blog post you will learn how I have aligned Bernard Marr and Co.’s strategy with business goals and KPIs for RBGE to unify their entire organization’s strategy.

The Royal Botanic Garden Edinburgh (RBGE), is a world-renowned centre for plant science, horticulture and education.[1] RBGE was founded in the 17th century and today extends over four Gardens located in Scotland (Edinburgh, BenmoreDawyck and Logan). The largest garden of the four is Benmore. Benmore extends 120 acres and features a world-famous collection of plants from the Orient and the Himalaya to North and South America.[2]

Being a sophisticated resource, it is also a multi-channel experience going beyond standard online and offline touch points. What is unique about the RBGE is that it features a number of profitable products, services and commodities. These products, services and commodities include filming, photography media, commercial photo requests, exhibitions, interactive experiences, events, activities, professional courses and education.[1]

The RBGE wanted to establish a framework for executing its strategy  and delivering its mission, “Explore, conserve and explain the world of plants for a better future”. However, after thoroughly analyzing Bernard Marr and Co.’s wholistic strategy found that RBGE and the Scottish Government’s business units were not in alignment with their strategy. This content strategy case study aligns Bernard Marr and Co.’s strategies with practical business goals and KPIs for RBGE’s to hit their Scottish Governments National objectives.

*Envisioning an open-ended project within a restricted timeframe required me to make some assumptions along the way in order to limit the scope, maximize my focus and deliver on time.