“LIVE LIKE A FLOWER”: SAF’S 2014 PR CAMPAIGN
The Society of American Florists (SAF) hopes its 2014 national public relations campaign will inspire consumers to make a beeline to flower shops to make flowers and plants — and the expertise of local florists — part of their everyday lives. Components of the campaign include:
PR Push: “Live Like a Flower”
Launching in April, this campaign targets traditional women’s magazines, lifestyle reporters and influential bloggers with advice on how to live a happier, more fulfilling life. For the launch, SAF will host a press event in New York City to give national magazine editors insight from the third-party experts about the emotional health benefits of flowers and the expertise of professional florists. Throughout the year, SAF will distribute “Live Like a Flower” tips to national publications and coordinate materials and interview opportunities for reporters. The advice also will reach consumers directly via SAF’s consumer sites and social media activities.
The VaseOff! All-Stars Challenge
With five successful VaseOff! Challenges under its belt — which drove traffic to AboutFlowersBlog.com and Facebook.com/AboutFlowers — SAF will host a grand finale to the series of online floral design contests. Winners from the past competitions will compete to become the VaseOff! All-Stars Champion by creating designs that relate to the “Live Like a Flower” program. SAF will post the contestants’ entries on AboutFlowersBlog.com, where visitors vote by clicking the Facebook “Like” button — making the message about florists’ talents go viral.
SAF engages consumers daily with floral messages online. Flower Factor: A Lifestyle Blog from AboutFlowersBlog.com features two-dozen contributors offering posts about making flowers and plants and florists part of consumers’ everyday life. The blog links to SAF’s NationalFloristDirectory.com, AboutFlowers.com, Facebook.com/AboutFlowers, Twitter.com/FlowerFactor, Flickr.com/FlowerFactor, Pinterest.com/AboutFlowers and YouTube.com/SAFAboutFlowers.
SAF’s 2014 marketing programs are funded by SAF retail dues and contributions from wholesalers, suppliers, importers and growers.
For more information, visit www.safnow.org/prfund or call (800) 336-4743.