If you haven’t visited SAFnow.org recently, take a look. The Society of American Florists rolled out a redesigned homepage for its member website in late October, making the info- and resource-packed site even easier to navigate.
“The main goal of this project was to redesign the homepage to clearly communicate three things: who we are, what we do and who we serve,” said Max Duchaine, SAF’s digital strategy manager, who led the project, which was driven by direct member feedback. “The result is an inviting look, streamlined navigation and a great experience for members.”
Still can’t find what you need? Don’t worry. SAF also has added a new feature to provide real-time, personal assistance.
“We know members are busy, and when they’re looking for something online, they needed it yesterday,” Duchaine said. “To make it easier and faster for members to get questions answered, we added LiveChat to the website.”
SAF’s key membership segments — retailer, hard goods supplier, grower and floral supplier — are pictured prominently in a featured graphic on the homepage. Links to new segment landing pages tailored specifically to each segment as well as for event florists, manufacturers, importers, educators, students, and researchers are featured in the graphic. The new landing pages highlight member testimonials, products, services and resources of particular interest to the segment.
“I was just checking out the new SAFnow.org, and love that it’s easy to get right to what I’m looking for,” said Rachel Martin of Ballard Blossom Inc. in Seattle who serves on the SAF Retailers Council. “In particular, we have used several of the web banners for our e-blasts. We’re a three-generation business celebrating our 90-year anniversary, and these resources are great when we need a little inspiration and direction for a marketing email, giving a professional interview to news reporters, and even marketing to brides.”
Manny Gonzales of Tiger Lily Florist in Charleston, South Carolina, and a former member of the SAF Retailers Council added: “At Tiger Lily, we’re always looking for that edge and some leverage. SAF always seems to be one step ahead of the industry, and the new SAF website is a good example. If you have a challenge in your shop, I bet the answer is on SAFnow.org. The new design makes finding that answer easier than ever.”
The LiveChat feature already has proved popular, said Duchaine, in part because the feature is manned by longtime SAF employees. Duchaine, along with SAF CEO Kate Penn, Office Coordinator and Awards Liaison Jenester Corbin, Director of Publishing and Digital Strategist Sheila Santiago, Manager of Member and Data Services Krissy Doyle and Director of Marketing and Communications Jenny Scala are among staff fielding member inquiries daily via LiveChat.
“The SAF website continues to be a work in progress,” Duchaine added. “We hope you enjoy the new look, streamlined functionality and LiveChat. We are always open to member feedback. If you run into glitches, please let us know and tell us what you think about the new experience. You can contact me directly at email@example.com.”