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Adopted Roots Uses Social Media to Expand Reach in CNY Adopted Roots Utilizes Social Media to Expand its Reach in CNY

Plant shop Adopted Roots uses social media to attract more customers in CNY.

By Daniel Mallea

DAN MALLEA: This is plant store Adopted Roots, in its new home located on South Franklin Street in the heart of Armory Square. The shop initially opened a little over a year ago on South Warren Street, but has already expanded into a bigger and brighter space. One potential reason the business has caught on? It’s got a really fun social media presence.

DAN MALLEA: Cassidy Wallace, who owns and runs the shop along with her sister Shannon English, says the posts on social aren’t just for fun, but a way to get more eyes on their store.

CASSIDY WALLACE: “We definitely appreciate social media and we understand how the reach can be on social media, so we do try to keep up with our Instagram and our Facebook profiles, and kind of let people know what’s going on in here. So it’s kind of a way for us to directly interact with our customers, and I think they really appreciate that.”

DAN MALLEA: And now with its relocation and its social media reach, Adopted Roots is not only boosting its own brand, it’s helping the community around it as a whole.

DAVID PERRY: “I think it brought a great sense of vibrancy and there’s some new life, right? The area is growing downtown and Adopted Roots kind of fits that bill. Our office is working with them to bring in plants. Yeah I think Cassidy and Shannon have done a great job with promoting themselves by telling their story online through social media.”

DAN MALLEA: One thing that Adopted Roots plans to do more in its new space is host pop-up events for local artists. And yes, Cassidy told me they’ll be promoting those types of events on their Instagram. From Syracuse, New York, I’m Dan Mallea, NCC News.

SYRACUSE, N.Y. (NCC News) – Adopted Roots is a plant shop located on South Franklin Street in Armory square owned by two sisters, Cassidy Wallace and Shannon English.  The store initially opened in fall of 2020 on South Warren Street, but has already expanded into a bigger and brighter space, in a busier part of town.  So, how has Adopted Roots been able to flourish during a time when so many other businesses have been failing?  One potential reason is its got a really fun, colorful, and engaging presence on social media.

On both Instagram and Facebook, Adopted Roots posts videos and pictures every single day promoting what it has in store.  Some posts have an educational aspect to them, where they inform potential customers about different characteristics of different plants.  Others are more funny and visually appealing, showing the personality that Wallace and English bring to the business every day.  Wallace said that while the posts can be fun, the main goal is to attract and inform potential buyers.

“We definitely appreciate social media and we understand how the reach can be on social media, so we do try to keep up with our Instagram and our Facebook profiles and kind of let people know what’s going on in here,” Wallace said. “So it’s kind of a way for us to directly interact with our customers, and I think they really appreciate that.”

Now that Adopted Roots is in its new location and it’s seeing more business come in, Wallace and English are now working with other surrounding businesses to bring more life to Armory Square.  David Perry, who works just down the street at CH Insurance, said he and his colleagues have been excited by Adopted Roots becoming a part of the community.  He also adds that the other stores around Armory Square became aware of Adopted Roots quicker due to its social media presence.

“I think it brought a great sense of vibrancy and there’s some new life, right?” Perry said. ” The area is growing downtown and Adopted Roots kind of fits that bill. Our office is working with them to bring in plants.  Yeah, I think Cassidy and Shannon have done a great job with promoting themselves by telling their story online through social media.”

One thing that Adopted Roots plans to do more in its new space is host pop-up events for local artists and businesses.  According to Wallace, the most popular event that the shop has put on so far is a “Mommy and me” potting class, where parents and children learn how to properly take care of and maintain plants together.  And yes, Wallace also added that any and all promotions for events like that can be found on both the Adopted Roots Instagram and Facebook pages.

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