Sue Day, left, and Dalene Baker, right, distribute bouquets to residents in Dover, Ohio, for Petal It Forward 2019.
The pandemic has cancelled so many events and rites of passages this year, but it won’t stand in the way of one of Dalene Baker’s most treasured days: Petal It Forward. The owner of Baker Florist briefly debated participating in the Society of American Florists’ annual goodwill project on Wed., Oct. 21, before deciding it was more important than ever.
“Like many florists, our finances aren’t as great as they were last year,” said Baker, the fourth-generation owner of the business, which has locations in Dover and New Philadelphia, Ohio. “But our community needs all the smiles we can give!”
A third-time participant, Baker intends to stick close to her past plan: offer in-store pickup at her two shops, as well as send a team of happiness ambassadors to downtown areas in each respective community, where they’ll surprise passersby with two bouquets — one to keep and one to pass on. “We will be wearing masks and using hand sanitizer,” she said. “And this year we will be using pre-packed bouquets instead of wrapping them ourselves.”
She advertises the event on Facebook and through the local radio station, which reaches a significant population in her town of 13,000. She also anticipates getting some press before and after, as she has in the past two years. “It helps that I know the reporters, they know me, and they are familiar with the event,” she said. (For those discussing Petal It Forward with media professionals for the first time, Baker recommends taking a deep breath and speaking from the heart. “Just be yourself,” she said. For tips from SAF’s communications team, click here.)
“It’s an absolutely great day — lots of warm feelings and smiles,” she said. “Some people hear about what we’re doing and are out looking for our lime green vans, while others are completely surprised.”
For advice and marketing materials to organize your own Petal It Forward event, click here. Be sure to let SAF know you are participating, so that the association can amplify your message with updates on total industry participation around the country.
Katie Vincent is the senior contributing writer and editor for the Society of American Florists.
