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Get the Word Out: A Half-Century Old Plant Blooms in Pittsburgh

Posted on | July 13, 2010 | No Comments

It’s a once in a lifetime opportunity to see the bright yellow blooms of the Agave Americana – especially if you live in southwestern Pennsylvania where the plant is definitely not native.  It’s even more amazing since the mighty succulent, estimated to be between 40 and 50 years old, has survived freezing temperatures, storms and whipping winds, which recently caused its stalk to snap.  So, it was a bit of a surprise when, bandaged with duct tape and stabilized by a splint and ropes, the giant plant recently burst into sunshine yellow blooms!  Growing to over 33 feet, the giant agave’s flowers are literally bursting through the glass ceiling of Phipps Conservatory’s Desert Room.  But not for long: The agave will only bloom for a short time before dying.

Alerting the Flower World Via Email

Since it would be a bloomin’ shame for plant aficionados and backyard gardeners to miss the short window of opportunity to see the old agave flower, the marketing staff at Phipps turned to Ennect Mail to alert patrons to this special event and to a party in the plant’s honor.

“We send out a regular monthly newsletter to patrons to let them know about events at the Conservatory,” said Liz Fetchin, Marketing and Communications Manager at Phipps. “But we couldn’t wait for the newsletter to get the word out about the agave since it really is a short window for visitors to see this. We needed to turn around communications fast. Email marketing is ideal for this kind of announcement.”

Obviously Phipps Conservatory’s patrons appreciate the effort since the mailing received nearly a 20 percent open rate.  Hopefully, that will turn into a lot of binocular-aided viewers over the time that the agave is in bloom.

For more information on Phipps Conservatory, click here.

To read more about the Agave Americana, click here.

And to learn more on how Ennect Mail can help you, click here.

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