ALEXANDRIA, VA — The Society of American Florists (SAF) is using a new public relations program and a major rite of passage 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," said SAF Vice President of Marketing Jennifer Sparks.
Harnessing peoples', especially teens', desire to share their opinions and participate in fun online engagements, SAF created an interactive quiz on SAF's consumer website, AboutFlowers.com/promquiz.
Visitors to the site answer nine questions about their personality, style and prom plans to help them pick the perfect prom flowers to fit their style. Questions include: "How would your friends describe you?"; "What are your favorite after-school activities?"; "What celeb BFF would you most want to have in your prom group?"; and "If you won a school superlative, what would it be?" read more
Upon completion of the quiz, users will receive their results — one of four "prom flower personalities," along with photos and advice for styling flowers for prom attire and assistance in finding their local florist.
Prom flower personality categories include Classic, Trendy, Bold & Daring, and Artsy & Edgy. Quiz takers whose answers run the gamut receive an "Eclectic" result with photos and advice to spur their interest. Users are encouraged to share their results on social media, further amplifying and broadening the quiz's reach.
To drive traffic to the quiz, SAF will run paid promoted posts throughout the month of April on Instagram, Twitter and Facebook and will continue to promote it on SAF social media channels throughout May and into early June.
Members can use the quiz to build visibility for their own prom business, as well. Suggested social media posts and graphics can be found on SAF's Prom Resource Center at safnow.org/prom.
"The message we want to get across to high school teens is that flowers are the perfect way to highlight their personality and individuality," Sparks said.
The SAF Prom Quiz program is possible thanks to funding from Asocolflores, which has also funded SAF's 2016 Women's Day PR program, as well as social media efforts for the 2015 Petal It Forward program and production of the consumer video highlighting the New York City event.
The Society of American Florists is the leading organization representing all segments of the floral industry. SAF is proud to provide marketing, business and government services to its members, including growers, wholesalers, retailers, suppliers, importers, educators, designers and allied organizations. The association was chartered by an act of Congress in 1884.
Source: Society of American Florists
