The Society of American Florists and Asocolflores are teaming up to promote the use of flowers to enhance interior spaces — and calling in some heavy hitters to help carry the message.
In its first initiative to directly connect with the residential and commercial design communities, SAF, in partnership with Asocolflores, is launching “The Architectural Design of Flowers,” a promotional program that will educate design influencers on research proving the scientific benefits of flowers. The program also will provide guidance on how these design pros can better integrate flowers into their work, creating more meaningful, welcoming and productive professional and private spaces for their clients.
“This program targets commercial and residential interior designers and architects, sharing guidance and research on flowers in their respective environments, and encouraging them to educate others about the importance of flowers in their work,” said Jennifer Sparks, SAF’s vice president of marketing.
Tactics used to reach this important audience, as well as consumers through the new program:
- Tapping interior design and color experts as spokespeople to deliver guidance, as well as insider know-how, to bring the floral message to life in a way that is most relevant to this audience.
- Producing a series of online videos for the media, designers and consumers alike.
- Pitching a story about flowers (research, color, design) and the videos as resources, to top architect and design media.
- Scheduling interviews and deskside media briefings for the program spokespeople.
- Using social media to further enhance the exposure to the message.
The creative “meat” of the new program, fully funded by Asocolflores, is the development and introduction of “Two-Minute Trends with Kelli Ellis and Mark Woodman,” a series of seven videos showcasing the scientific benefits of living and working among flowers, as well as color trend news for residential and commercial spaces.
The series combines the advice of interior designer Kelli Ellis – of HGTV, Modernism Week, Maison et Objet – with the expertise of color trend expert Mark Woodman. Together, they demonstrate the art and science of flowers as a design tool to inspire emotions and actions within public and private living spaces, as well as work environments. The floral designs featured in the videos were created by SAF member Tim Farrell, AAF, AIFD, PFCI, of Farrell’s Florist in Drexel Hill, Pennsylvania.
Developed in the late summer and early fall, the videos are now ready to be released to the interior design audience and consumers. Three of the videos are specifically geared to interior design professionals, and four videos about the home and office can be targeted to both the design community as well as consumers, said Sparks.
Each of the videos in the series focuses on using flowers to evoke a different feeling or experience in a residential or commercial environment. The episode on creativity and problem solving, for example, points to Texas A&M University research that shows how workers’ idea generation improves in environments with flowers and plants, and offers advice on choosing flowers in colors that fight fatigue.
Additional episodes share Rutgers and Harvard University research on other emotional benefits of flowers, such as instilling happiness and decreasing anxiety. Color and style guidance is featured in episodes on designing conversation spaces, public areas, entrances and lobbies, and wellness spaces, among others.
A web page for Two Minute Trends has been set up to provide the media, interior design community, consumers, and the floral industry with easy access to the information as a whole, including links to each of the videos and also to a library of photos that accompany each content area. The web page can be accessed at: www.aboutflowers.com/twominutetrends.
Sparks encourages SAF members to follow SAF’s consumer Facebook, Instagram and Twitter channels to see how SAF will be promoting these videos to the consumer, and for the floral industry to use the home and office videos on their websites and social media channels.
“These new trend videos are great tools for florists to educate their customers about the benefits of using flowers in their interior spaces,” added Sparks.
Social media visibility is just one piece of the promotional push, says Sparks. On October 24, a press release was distributed to more than 600 writers, editors, and bloggers to pitch the new video series as a useful tool for all those working in or interested in enhancing interior design space, both public and private. Active pitching and follow up will be conducted during the next few months to gauge media interest and schedule interviews with Ellis and Woodman.
The Architectural Design of Flowers program is possible thanks to funding by longtime SAF PR Fund supporter, Asocolfores. “Once again, Asocolflores has provided significant support to ensuring that the nationwide promotion of flowers remains a top priority – they are a true leader in industry promotion.” said Sparks. “The entire floral industry benefits from a program like this.”
“Flowers reflect emotions, changes spaces, connect people and brighten up moments,” said Asocolflores President Augusto Solano. “Asocolflores is so glad to work with SAF and contribute to our industry on this program that creates new ways to be close to consumption influencers.”
Stay tuned to SAF’s social media channels and publications for more information on the Architectural Design of Flowers program.