Bachman’s is a family-owned horticultural powerhouse based in Minneapolis, operating since 1885. With six full-service Floral, Gift & Garden Centers across the Twin Cities—plus floral departments in 28 Lunds & Byerlys stores, expansive greenhouse nurseries, landscaping services, hardscape materials, and a 670-acre farm—Bachman’s brings beauty to life through home and garden products.

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Prior to my tenure as Social Media Manager, Bachman’s relied on outdated processes for content creation, copy, and imagery. Posts felt inconsistent and didn’t highlight the genuine beauty of their offerings—missing a vital opportunity to engage aesthetically-minded audiences.

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Strategy & Implementation:

Visual Content Upgrade

• Hired a freelance photographer to capture high-quality, on-brand images showcasing plants, flowers, and home décor.

• Aligned photos with content themes that emphasized the vibrancy and detail of Bachman’s products.

Refreshing Messaging & Tone

• Introduced modern, approachable copywriting infused with updated “lingo” that felt more current and audience-savvy.

• Pivoted from generic product references to storytelling that highlights beauty, purpose, and seasonal inspiration.

Structured Content Strategy

• Focused on content pillars:

  • Product spotlights (new seasonal arrivals, gift ideas)

  • Lifestyle inspiration (decor tips, garden projects)

  • Behind-the-scenes (greenhouse tours, seasonal prep)

  • Community engagement (event recaps, workshops)

 

By implementing these new strategies, over one year, Bachman’s achieved significant social media growth and brand enhancement:

• Instagram:

  • Net follower growth: +37%

  • Impressions: +217%

  • Engagement: +57%

• Facebook:

  • Engagement: +35%

  • Post link clicks: +31%

  • Page likes: +73%

 

Additionally, the social feed’s visual appeal became more vibrant and cohesive with handcrafted presentation, driving increased audience interaction—especially on image-rich posts. These efforts strengthened Bachman’s brand positioning as a top garden and home destination through enhanced storytelling and compelling visuals.