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Project Overview
Industry: High-End Floral Design
J. Morris Flowers is a high-end floral design studio located in Leesburg, Virginia, known for its elegant arrangements and concierge-level service. In late 2022, The Diamond Group partnered with the J. Morris team to build a digital marketing strategy that matched the sophistication of their in-store experience. The initial focus was on strengthening the brand foundation, improving the website user experience, and implementing CRM infrastructure to support future growth.
As the relationship progressed, the strategy evolved from foundational to performance-focused.
Key Deliverables:
- HubSpot Implementation and CRM Strategy
The Diamond Group migrated J. Morris Flowers to HubSpot to provide a robust, flexible CRM solution. This included contact segmentation, automation workflows, integrated forms, email campaigns, and reporting dashboards. The CRM has become central to campaign execution and lead management. - Website Redesign and Optimization
The legacy website was replaced with a modern, conversion-focused HubSpot CMS site. The new experience improved load times, navigation, mobile responsiveness, and lead capture. It also supported SEO growth and provided a seamless path to online ordering, event inquiries, and wedding consultations.
- Organic Growth Through SEO and Content
Blogging became a cornerstone of the strategy, with content targeting local search, wedding planning questions, and seasonal gifting. As a result, keyword rankings expanded from just 22 to over 3,000, with dozens of keywords ranking in the top three positions. Content continues to drive new traffic and reinforce brand authority. - Paid Advertising on Google and Meta
After initial testing, paid ad budgets increased significantly to scale lead generation and traffic. The Diamond Group built and optimized campaigns for Google Search, Performance Max, and Meta Ads, with messaging aligned to key personas. Advertising now delivers the majority of new traffic during peak periods, with an average cost-per-click under $1. - Lifecycle Email Marketing
Using HubSpot, the team deployed consistent email marketing campaigns throughout the year, including promotional emails, wedding nurture sequences, and seasonal newsletters. Over 316,000 emails have been sent, driving engagement and returning customers. - Strategic Planning and Ongoing Campaign Management
The partnership has evolved into a long-term engagement that includes monthly performance reviews, seasonal campaign planning, and proactive strategy development. This includes Valentine’s Day, Mother’s Day, wedding season, and year-end giving.
Value Added: Increased search visibility, elevated brand experience, streamlined lead capture, and a performance-driven digital foundation that supports J. Morris Flowers’ year-round growth across weddings, subscriptions, and seasonal sales.
