For the last ten years, Katie Elzer-Peters has been working tirelessly to create an experience that is lively and welcoming for her team, as well as green industry professionals. Our mission here is to digitally shepherd the stewards of this beautiful earth towards marketplace viability and have a blast while doing it. In other words? Our tight-knit team helps farmers, gardeners, greenhouses, nurseries, and everyone who supports their existence to be able to stand out in a sea of large corporations by helping them reach their audiences through impeccable website design and engaging email marketing. By taking that burden on, our clients are able to focus on their businesses to brand new heights.
Here, we are not only marketers but also business guides. And not in the spammy click funnel way! (In fact, a little story: when our Project Manager joined us, after the first week of meetings she said, “You don’t have meetings. You have book clubs. Coffee chats. They aren’t meetings. They’re reunions.”) We know that the green industry has been having a heck of a time catching up with how quickly the digital landscape has been changing, and we want small businesses to not only grow plants but also themselves.
Another thing that makes us stand out? We have built a company culture centered around celebrating the passions and talents of each team member because we work better when we are weird together. Our team members are able to foster puppies, birth goats, identify moss species, raise amazing children, and find awesome things while metal detecting, and we want them to be able to do all of those things the same way that we want our clients to be able to help you breathe easy and enjoy your hobbies.
We combine our passions to help the underserved horticulture companies, our dedication to providing a genuine experience to our clients, and the fiery energy of our team to build beautiful websites that can teach people how to plant a butterfly garden, show them the ingredients that they need to build healthy soil or sell them on the best landscaping services around. We can build creative and quite frankly hilarious, email marketing campaigns that generate millions of dollars of revenue.
We are just a few clicks away!
Meet The Team
Owner, Email Department Head & Resident Scribble Sketcher
Katie Elzer-Peters is the founder and CEO of The Garden of Words, LLC, a digital marketing firm that specializes in email marketing, web development, web strategy, and business development for green industry clients. For 12 years she has helped green industry businesses of every size (from individuals to small, family-owned businesses and large corporations) grow and thrive in the age of technology. Katie and her team specialize in making digital marketing tools and tips accessible to everyone, regardless of background or experience.
Katie has a B.S. in horticulture from Purdue University and an M.S. in Public Garden Management from the University of Delaware and Longwood Gardens and is a member of the Society of Fellows of Longwood Gardens. Prior to opening her marketing firm, Elzer-Peters served as the Assistant Director at Airlie Gardens, Curator of Landscape at Fort Ticonderoga, and managed educational programs, marketing programs, and horticultural staff at public gardens around the United States. Katie is a frequent contributor to Green Profit Magazine and a frequent speaker at green industry conferences.
In her spare time, she enjoys lurk sketching, listening to Harry Styles, and reading. She firmly believes that chocolate peanut butter is the best ice cream flavor.
Former full-time employers include:
Queensboro Shirt Company
Assistant Director – Head of Gardens
The King’s Garden at Fort Ticonderoga
WBAA, Public Radio from Purdue University
West Lafayette, IN
- Smithsonian Institution, Horticulture Services Division: Washington, DC
- Marie Selby Botanical Garden: Sarasota, FL
- Washington Park Arboretum: Seattle, WA
- Winterthur Museum, Garden and Library: Greenville, DE
- Scott Arboretum at Swarthmore College: Swarthmore, PA
- Indianapolis Zoo: Indianapolis, IN
- Longwood Gardens: Kennett Square, PA
- The Children’s Museum of Indianapolis: Indianapolis, IN
Copywriter & Account Rep
Jenny is our Swiss Army Knife of a writer and account manager and she’s been working with Katie for over a decade.
Jenny’s a Master Gardener, a landscape designer, and received a B.A. in Psychology and an M.A. in Theology. Katie calls Jenny her team “comfort goat.” She has the chops to manage projects, write great copy, and facilitate timely client communication.
Jenny lives on a one-acre urban farm in Austin Texas where she raises chickens, goats, ducks, pigs, and breeds beautiful Bernedoodles! Her superpower is efficiency, and she makes a mean smoothie.
Change Agent, Web Department Head
Steph helps the Garden of Words take its visions and make them “reality” as our Change Agent and Web Department Administrator. She has fifteen years of experience managing marketing projects, and ten years of website strategy and website building. Her real power comes from listening, and being a calm center for GOW staff and clients. She will nod and whip out her favorite saying: for every thousand hacking at the leaves of a problem, there is one striking at the root. Then she proposes amazing solutions and gets ‘em done. She’s an avid mud-larker and a creative animal enclosure builder.
QA & Proofreading
Claire is our eagle-eyed proofreader; she always knows when to use “that” and when to use “which”, a valuable superpower around here. She has a background in journalism and writing, with a B.A in Journalism, an M.A. in Writing, and is the author of California Fruit & Vegetable Gardening and California Month-by-Month Gardening. Her favorite place in the world is Abbotts Lagoon, Pt. Reyes National Seashore, in Marin County, California. When not relaxing by the sea, Claire writes fiction, is a fiber artist, and has a keen interest in genealogy.
Email Marketing Specialist
Mate is our chief email wrangler. Have a segmenting issue? Mate can fix it. Want to design complicated email automation? Mate will build it. He designs our newsletters, manages and sets up email campaigns, and segments emails to the best possible audiences. He has ten years of experience in marketing, a degree in Economics, and has certifications with Klavyio and Hubspot. You never know where he is working from or what language he will speak next – he has visited twenty-nine different countries and is fluent in English, Spanish, Hungarian, and Portuguese. When Mate is not live chatting with Klaviyo (they’re his best friends), he’s practicing Brazilian jiu-jitsu or climbing mountains. (His record is 16,400 feet!)
Project Management Team Assistant
Anna keeps the engine running at GOW, helping with all things billing! She also helps with information input for Great Garden Speakers. Anna graduated with a B.S. in Computer Science and Information Systems and is a data organization extraordinaire. She’s fluent in multiple languages. Her favorite saying is “I want my toes in the sand and a coffee in my hand!” Sounds pretty great, huh? Being on the beach is great, but her daily joy comes from her two children and enjoying a great movie.
Executive Assistant & Email Account Rep
Vi is the information ping-pong-er extraordinaire and Katie wrangler. They have an A.S. in landscape design, greenhouse management, and sustainable horticulture, edited high fantasy novels, and worked at a native plant nursery as their inventory coordinator, production lead, and assistant IPM manager. Most of their time is spent out in the woods with a slew of field guides, but you can also find them painting, petting cats, and tending to their five million houseplants. Nobody can get Katie to do something like Vi can get Katie to do something.
Project Management Team Assistant
Lovelyn is a key part of the GOW Project Management team. She manages our Monday.com system, which keeps client projects and tasks moving smoothly. She is a jack of all trades: she has been a college professor, runs her own baking and cooking classes, is constantly cultivating her tech skills, and is an amazing single mother. Just like a daffodil, she is full of hope, positivity is resilient, and is more than capable of weathering storms. Lovelyn is an Opacarophile. I love the scenic views of sunsets on the beaches and mountains.
Project Manager & Operations Wrangler
Mallary wrangles our inboxes, website projects, AP/AR, and pinch hits as an email QA specialist. She has a B.A. in English, A.A. in Culinary arts, A.A. in Early Childhood Education, a Facebook Blueprint certification, a Google Analytics Certification, and a Six Sigma Black Belt. She can literally kick butt.
Prior to joining GOW, Mallarry was the director of project management and ops for a marketing agency in New York City that served multimillion-dollar e-comm clients with an emphasis on UX/UI, Social Media, podcasting, and SEO. She also worked for two seasons as a production assistant for A Celebration of Music – a live music production on PBS.
She has one thousand children, zero hobbies, plays “stupid” video games (we think they are great), and has an affinity for giant ferns. Her icing piping skills are excellent, her jokes are always on point, but the help she provides GOW and GOW clients outshines her other talents.
Copywriter, Editor & Proofreader
Billie has been a professional editor since 1999 (and she has the scars to prove it). She has worked with Katie since 2010 (and she has the scars to prove it). Here at the Garden of Words, she helps with any and all things copywriting and editing. She volunteers for the National Great Pyrenees Rescue, which is a rescue group for – wait for it – Great Pyrenees. While she has already adopted three, she and the group are always looking for more puppies to foster and homes to foster them. You should try her spiced pecan recipe (it is so easy anyone can do it; Billie is great at finding those recipes).
Email Marketing Manager
Heather ensures client email marketing programs operate smoothly and reflect each account’s personality from silly to serious. With a B.A. in English and education, an A.S. in ornamental horticulture, and 20-plus years in the green industry, her passion is connecting people with plants. Heather calls her career a colorful mosaic from garden retail and wholesale to botanical gardens and ecological restoration. She relishes a good game of Name That Tree. In addition to making clients look and sound good, maintains a busy schedule of writing for the landscape industry, teaching plant classes, and gardening for wildlife. If you ask nicely, she just might send you a tiny dinosaur to brighten your day.