A vase refill program that turned customer goodwill into repeat traffic, stronger loyalty and more than $182,000 in additional sales earned Kennedy’s Flowers & Gifts last year’s Marketer of the Year award. Could your campaign be next?
With about two and a half weeks left to enter the Society of American Florists’ 32nd annual Marketer of the Year contest, floral businesses still have time to put their best marketing work in front of judges — and compete for a $5,000 grand prize.
The competition recognizes innovative, results-driven marketing effort across the floral industry. The winner will be announced at SAF Amelia Island 2026, Aug. 18-20, and will receive a $5,000 cash prize sponsored by Design Master, a division of Smithers-Oasis, along with a feature story in the September/October issue Floral Management magazine.
Past winners have earned recognition for campaigns that addressed business challenges in creative ways. Other recent honorees include Tiger Lily Florist for a community-centered marketing campaign that paired grassroots outreach with a stronger digital strategy, and Jet Fresh Flower Distributors for a people-first marketing campaign that spotlighted employees through low-budget videos and social media content. (See a full list of past winners here.)
Judges say successful entries combine a clear challenge or problem the business wanted to solve, a thoughtful strategy and measurable outcomes.
“What judges want to see is how you identified a specific problem and solved it,” says past judge Chris Drummond, AAF, PFCI, of Penny’s by Plaza Flowers in Philadelphia.
Past judge Melanie Spilbeler of Choice Farms says strong entries often adapt ideas from outside the floral industry and apply them in ways that fit floral businesses.
“While it is very difficult to come up with a marketing campaign that has never been done before, some of the most compelling campaigns are those that may be new to or innovative specifically in floral,” she says.
For businesses considering an entry, past judges shared several ways to make applications easier to evaluate — and more memorable.
Start Strong
Judges encourage entrants to quickly explain both the campaign and its impact. A concise overview can help judges better understand the strategy before reviewing supporting materials and details.
Past judge Dani Mackey of Dani Mackey Communications also says applicants should explain how their ideas could inspire other floral professionals.
“Make it clear how what you did can help others within the floral industry learn and grow,” she says.
Explain the Problem — and the Pivot
Judges say the strongest entries clearly outline the business challenge that sparked the campaign, whether it involved declining web traffic, slow event sales, weak brand recognition or another obstacle.
Drummond says judges also appreciate honesty about adjustments made along the way.
“Good marketers are nimble and dynamic,” he says. “Many factors can cause you to change your plan. As judges, we love that. Tell us what happened, even if your plan was flawed — those are some of the best stories!”
Use Visuals and Data
Photos, charts, screenshots, videos and print materials can help judges better understand how a campaign worked across platforms and audiences. Entrants should also connect those visuals directly to campaign goals and outcomes.
One area judges consistently emphasize is measurable results. Financial gains can strengthen an entry, but judges say other metrics also matter, including increases in social media engagement, customer traffic, event inquiries or brand awareness.
“The more data that can be provided, the better, as quantifiable results will always tell a more powerful story than subjective or anecdotal comments,” Spilbeler says.
Attention to presentation matters, too. Typos, unclear organization and incomplete information can distract from an otherwise strong campaign.
“This is very similar to how employers look at resumes,” Spilbeler says. “A candidate may look good on paper, but if their attention to detail is lacking, that can distract from the overall strength of the application.”
Ready to get started on your entry? Read the guidelines here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
