Building Buzz on Flower Power
Through the SAF PR Fund, SAF generates TV, newspaper and magazine coverage to keep the benefits of flowers and plants and the expertise of professional florists in the news. SAF captures the media’s attention with strategic public relations programs based on results from groundbreaking research studies conducted in partnership with universities, nationwide omnibus consumer surveys and polls.
 Holiday Acts of Flowers
SAF’s Holiday Acts of Flowers PR campaign positions flowers as the way to recognize unsung heroes for the holiday season.
 Generations of Flowers Study
SAF’s Generations of Flowers consumer
research study explores the motivations and
barriers of how different age groups perceive, buy, and use flowers and
floral outlets. Three generations of consumers were assessed through
qualitative and quantitative measures: Generation Y (ages 18-30),
Generation X (31-44), and Baby Boomers (45-60).
 Vitamin F
Through a strategic public relations campaign targeting print,
broadcast and online media, the SAF/FPO Alliance is publicizing a new
consumer program that combines university research linking flowers to
happiness and emotional health with advice from a personal fulfillment
expert. At the heart of Vitamin F is the message that flowers are an
important design element, creating homes where people feel happy and
harmonious.
Power of Giving Flowers
Scientific research proves that receiving flowers and being in the presence of flowers make people happy. But is it better to give than to receive? Through
a partnership, SAF and the American Floral Endowment commissioned a
Rutgers University study in 2006, to determine how people perceive
others based on the types of gifts they give. The results are
groundbreaking, as flower givers rose to the top.
2008 Consumer Program
Through a strategic public relations campaign, SAF is alerting the media to the results of the Power of Giving Flowers Study. SAF also is launching a trade advertising campaign in the NFDA’s magazine, “The Director.”
2007 Consumer Program
Promoting flowers and driving sales to florist shops is the goal of the SAF 2007 Consumer Marketing Program. The plan takes an integrated approach to promoting flowers and
professional florists through nationwide public relations campaigns
designed to generate media coverage, professional marketing materials
and advice to help members promote their shops locally, and www.aboutflowers.com to educate consumers and media.
 Home Makeover
Tips to create a clutter-free, organized home and make any room go from drab to fab capture the imagination and attention of consumers and the media. SAF is capitalizing on this popular trend. Through a strategic public relations campaign, SAF is making sure flowers, plants and florists are among the simple tips the media reports for achieving an uncluttered, more aesthetically pleasing, guest-ready home. SAF’s Home Makeover campaign leverages the power of a celebrity spokeswoman and targeted pitching to key media.
 Home Ecology of Flowers
Can the mere presence of flowers in the home change people’s moods or state of mind? Can the effects carry over into our daily lives? New Harvard research, a result of a collective effort and strategic alliance by SAF and the Flower Promotion Organization (FPO), says yes.
 Flower Fundamentals
SAF partnered with Rebecca Cole, floral designer and co-host of the Discovery Channel's “Surprise by Design,” to be featured as SAF's Flower Fundamentals spokesperson. The campaign's messages incorporate findings from consumer research and builds on SAF's university research on the emotional benefits of flowers and plants.
 Consumer Attitudes and Behaviors About Floral Purchasing Study
This SAF study examines public beliefs and perceptions of floral products, purchasing patterns, venue preferences, and key motivations and barriers to buying floral gifts.
 Flower Therapy
SAF is drawing on the powerful impact of color and emotion to educate consumers on how flowers in different color combinations can enhance (or adjust) feelings.
Impact of Flowers & Plants on Workplace Productivity Study
Problem-solving skills, idea generation and creative performance improve substantially in workplace environments that include flowers and plants, according to a study conducted by SAF in partnership with Texas A&M University.
Romance in America
If scientists identified a human gene for romance, would the trait be passed on through women or men? According to a nationwide poll, men put the "MAN" in romantic.
Flowers & Seniors
Forget the fountain of youth; scientific research proves flowers help senior citizens cope with the challenges of aging. The evidence comes from a six-month behavioral study for which SAF partnered with Rutgers, The State University of New Jersey.
Emotional Impact of Flowers
Do flowers make us happy? To demonstrate this scientifically, SAF partnered with world-renowned researcher Jeannette Haviland-Jones, Ph.D., of Rutgers, The State University of New Jersey, on a groundbreaking study to examine the effect of flowers on human emotion and well being.
Guy's Guide to Romance
Designed to promote flowers as a romance “must” in the 21st Century, this program includes a national survey of women and romance, and provides advice to men on the best ways to be romantic.
Americans and Gift Giving
Americans still consider flowers to be the best gift to express emotion, according to SAF's recent national gift giving survey. The program, called Americans and Gift Giving featured the results of SAF's 2000 survey to uncover Americans' attitudes and behaviors towards gift giving.
Past Advertising & Public Relations Programs
In 1999 SAF educated consumers about the positive benefits of flowers and positioned professional florists as the outlet of choice through a series of targeted national advertising messages.
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