Gardens America

Flower Fundamentals

Flower Fundamentals

SAF PR Campaign Tells Consumers How to Get Hip to Floral Gift Giving


It’s no surprise people love to give and receive flowers. Recent research even quantifies it: 92 percent of women can remember the last time they received flowers, and 97 percent of men and women recall the last time they gave a floral gift.

Conducted in partnership with The Michael Cohen Group, SAF’s Consumer Attitudes & Behaviors About Floral Purchasing Study reveals that women and men describe a gift of flowers as unlike any other because flowers create lasting memories and make people — both givers and receivers — feel cared about and special.

The study also reveals something surprising: Consumers want to know more about buying flowers with confidence.

Through an innovative consumer education program, SAF is drawing on the study’s positive aspects to deliver floral know-how to consumers and encourage them to shop with professional florists.

Launched in 2005, SAF’s Flower Fundamentals campaign features a celebrity spokesperson Rebecca Cole (author of Flower Power and co-host of Discovery Channel’s Surprise by Design), strategic media relations activities and a month-by-month guide on floral gift giving. Program highlights include:

  • Summer 2006: To complement its Hip Giver’s Guide – a monthly how-to guide to floral giving – SAF developed the Hip Giver’s Guide to Flower Etiquette with advice featuring consumer survey results. Also, SAF launched a campaign in summer 2006 to educate men about the floral-gift giving. SAF spokesperson Rebecca Cole provided advice through a press release to print media, satellite media tour to radio stations nationwide, and targeted outreach to men’s interest publications.
  • Ian Prosser and Rebecca Cole

    March 2006: Editors and reporters from 26 national magazines experienced the true meaning of flower power during SAF’s Flower Power Media Workshops. This unique two-day public relations event helped strengthen relationships with key national media and to generate positive floral messages in the context of news. Rebecca Cole led the interactive one-on-one press briefings about flower varieties, SAF’s university research on the emotional benefits of flowers and plants, and floral gift-giving advice. Ian Prosser, AAF, AIFD, PFCI, of Botanica International Florist in Tampa, Fla., and SAF’s 2005 Inaugural Flower Project Chairman, demonstrated design trends and the expertise professional florists bring to floral gifts.

  • January 2005: SAF distributed a press release on wedding trends and how flowers play an important role on that special day.
  • October 2005: SAF targeted thFlower Fundamentalse media to promote floral gift trends for the winter holidays.
  • August 2005: SAF distributed a press release on Flower Power, a culmination of all of SAF’s university research, including the Emotional Impact of Flowers Study, the Flowers & Seniors Study and the Impact of Flowers & Plants on Workplace ProductivityStudy.
  • June 2005: SAF released a press kit to media nationwide. It includes The Hip Giver’s Guide — a month-by-month guide created by SAF and Cole — to educate consumers on how to become savvy and sophisticated flower givers. Available at
  • Rebecca ColeMay 2005: SAF capitalized on the media’s interest in Mother’s Day flowers. As campaign spokesperson, Cole conducted interviews during morning news broadcasts in 15 cities. In these interviews, broadcast via satellite from New York City, Cole cited findings from SAF’s Consumer Attitudes & Behaviors About Floral Purchasing Study. Cole told viewers: “Flowers are a special gift because they create lasting memories. In fact, almost everyone can remember the last time they received flowers.” In presenting the “fundamentals” of flower giving, Cole showed examples of plant and floral designs, and emphasized the importance of working with local florists for customized, personal gifts.
  • April 2005: SAF distributed print and radio news releases that featured the results from SAF’s Impact of Flowers & Plants on Workplace Productivity Study to promote floral gifts for Professional Secretaries Week.


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