SAF PROGRAM AIMS TO DRIVE TEENS TO PROM FLOWERS

It’s prom season, and the Society of American Florists (SAF) has launched a public relations campaign around the event to connect teens and flowers.

Prom season is the ideal time to help “teens feel a greater connection to flowers, and to spark their interest in purchasing flowers and in understanding their significance,” remarks SAF’s vice president of marketing, Jennifer Sparks.

To engage teens, SAF has created a fun interactive quiz on its consumer website. Visitors answer questions about their personality, style and prom plans to help them pick the perfect prom flowers to fit their style.

Upon completion of the quiz, users receive their results—one of four “prom flower personalities”—along with photos and advice for styling flowers for prom attire and assistance in finding local floristS.

SAF is running paid promoted posts throughout April on Instagram, Twitter and Facebook and will continue to promote the campaign on SAF social media channels throughout May and into early June.

The organization also recommends florists use the quiz to build visibility for their own prom business. Suggested social media posts and graphics can be found at SAF’s Prom Resource Center.

The Association of Colombian Flower Exporters, Asocolflores, is funding the campaign, SAF reports.

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