Case study: Macedon Nursery & Garden Supplies
- 1 day ago
- 6 min read
Kate and Scott knew their nursery had a story worth telling. 150 years of history. A landscape that shaped regional Victoria and a team with genuine expertise that locals came back to, season after season.
What they did not have was any way to tell it. No active social media, an untouched Google profile and a website so difficult to update that the information on it had quietly drifted out of date. But most importantly, no time in the relentless rhythm of running a seasonal retail business to fix any of it.
They needed someone local who could come in, understand the business properly, and take all of it off their plate. That is exactly what happened.
The client:
Macedon Nursery and Garden Supplies has been part of the Macedon Ranges landscape since 1872. Originally established as the Macedon State Nursery, the site supplied trees and plants that shaped the landscapes of Victoria for over a century. Even after the devastation of the 1983 Ash Wednesday fires, the nursery rebuilt alongside the community it served.
Today, under owners Kate and Scott, Macedon Nursery is a fully operating retail nursery and garden supplies destination based at Mount Macedon. Seasonal plants, advanced trees, landscaping materials, garden décor, expert advice and a garden consultancy service: all of it available seven days a week, with local delivery across the Macedon Ranges.
It is a business with extraordinary depth and an equally extraordinary story. Neither was reaching the people it deserved to reach.
The situation before KGMG Creative:
When Kate and Scott came to KGMG Creative in 2022, the digital picture was clear: everything needed attention, and nothing was working together.
No active social media presence: the platforms existed but nothing was being posted consistently
An untouched Google Business Profile: unclaimed, unoptimised, and not reflecting the business as it actually was
A website that was outdated and effectively unmanageable: information had drifted, product ranges were not reflected, and updating it required more technical effort than a busy nursery team had time for
No professional photography or video content: a visually stunning, seasonally rich business with no visual content strategy behind it
Kate and Scott were not short of things to share. The nursery had new stock arriving constantly, a team with genuine expertise, seasonal stories to tell, landscaping projects to document and a 150-year heritage that set them apart from any competitor in the region.
What they were short of was time, and a clear path forward. They knew they needed to improve or risk being overtaken. They did not know where to start. And they needed someone local, approachable and hands-on who could walk them through each element, not just execute tasks but genuinely advise them.
Word of mouth brought them to KGMG Creative. It has been a full-service relationship ever since.
What KGMG Creative delivered:
Macedon Nursery and Garden Supplies is a full-service client in every sense: web design and build, ongoing web support, full social media management, photography, videography and Google Business Profile management. Every channel is covered. Every piece of content is connected.
A custom website built to match the scale of the business.
Kelly built Macedon Nursery a fully custom website designed to do two things: tell the story of a business with 150 years of history, and make the full depth of their offering genuinely easy to navigate.
The previous site had become a liability: hard to update, slow to load, and no longer reflecting what the nursery actually stocked or offered. The new site covers the complete range, from plants, trees and seeds through to landscaping supplies, garden décor, tools and the garden consultancy service. It is structured for search from the ground up, with SEO and GEO foundations built in from day one. Fast to load, easy to navigate on mobile, and simple enough for the team to understand without needing a technical background.
Crucially, it does not create extra admin. Kate and Scott can focus on running the nursery. KGMG Creative handles the rest.
Full-service social media management: every season, every channel.
Matt manages Macedon Nursery's social media across Facebook and Instagram with a monthly content calendar built specifically around the rhythms of a seasonal retail business. New stock arrivals, team expertise, landscaping projects in progress, seasonal planting guides, product highlights: all planned in advance, all produced in-house, all aligned with what is actually happening at the nursery right now.
The relationship goes well beyond scheduling posts. Matt visits the nursery regularly, gets to know the team and the offering from the inside, and provides genuine strategic advice on communications: what to share, when to share it, and why. Kate and Scott get the kind of hands-on support and honest feedback that a city agency or a digital scheduler cannot offer.
The results speak for themselves. Products posted on social media sell out. Core communications reach the right people at the right time. The nursery's audience is growing, and it is an audience that converts.
Professional photography and videography by Nic: seasonal, strategic, and genuinely spectacular.
For a business as visually rich as Macedon Nursery, photography and video are not optional extras. They are the strategy.
Nic shoots the nursery regularly across planned seasonal shoots, drone and aerial work, on-site landscaping project documentation, and team-led video content. Every shoot is briefed strategically, knowing exactly where each image will live before the camera is picked up. A seasonal product shot is a website hero, a social reel, a GBP update and a content calendar anchor, all from one well-planned session.
The video content has been particularly effective. Informative team videos, where a staff member explains a product, a planting technique or a garden solution, outperform static content consistently in both reach and engagement. Drone footage of the nursery grounds and surrounding landscape gives the business a visual presence that no competitor in the region can match. And because it is all produced by the same team with the same brief, every piece of content feels like it belongs to the same brand.
Google Business Profile: fully managed, consistently updated.
Macedon Nursery's Google Business Profile was effectively untouched when KGMG Creative came on board. KGMG Creative now manages it as an active local search asset: regular posts, seasonal photography updates, accurate and current business information and consistent management of the listing.
For a business that draws customers from across the Macedon Ranges and beyond, a well-maintained GBP profile is often the first thing a potential customer encounters. It needs to reflect the quality and depth of what is actually on offer.
Strategic advice that goes beyond digital.
One of the things that makes the KGMG Creative relationship with Macedon Nursery different is that it has never been limited to content production. Kelly and Matt provide operational and technology advice alongside the digital work: recommendations on point-of-sale systems, email platforms, business communications and anything else that affects how the business presents itself and operates day to day.
That is what it means to be genuinely invested in a client's success, not just contracted to deliver it.
The results.
Three years of consistent, joined-up strategy show up clearly in the results.
457% average year-on-year website traffic growth
The website now generates consistent enquiries every week, where previously there were none.
On social media, the results are just as direct. Products featured in posts sell out. Seasonal content drives foot traffic at exactly the right moments in the nursery calendar. The audience continues to grow, and it is a genuinely engaged one: people who follow the nursery because they care about their gardens and trust the expertise behind the content.
Video content consistently outperforms static posts in both reach and immediate response. When a team member explains a product or technique on camera, the comments and enquiries follow within hours. That is the kind of ROI that a single-image post rarely achieves.
Beyond the numbers, the relationship has changed how Kate and Scott operate. They are no longer trying to keep up with digital channels on top of running a complex, seasonal retail business. They can focus on the nursery. KGMG Creative handles the rest.
Why this works: local, hands-on and genuinely connected.
The Macedon Nursery story is not primarily about traffic numbers or follower counts. It is about what happens when a business with a great story finally has the support to tell it properly.
Kate and Scott did not need a digital agency that would send them a monthly report and invoice. They needed a local team who would show up, understand the business from the inside, give them honest advice, produce content that reflected the actual quality of what they offered, and keep every channel working together without creating more work for them.
The website tells the story. Social media keeps the community connected. Photography and video make the seasonal offering visible and desirable. GBP puts the business in front of anyone searching locally. And a team that visits regularly, knows the staff by name, and genuinely wants the nursery to succeed ties all of it together.
For regional businesses that do not have the time, the team, or the expertise to manage their digital presence themselves, that joined-up local support is the difference between a digital presence that is a burden and one that genuinely works.
Ready to finally tell your business story the way it deserves to be told?
If you run a retail or product-based business in the Macedon Ranges or regional Victoria and your digital presence is not keeping up with the quality of what you offer, we would love to talk.
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