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SAF announces latest VaseOff! winner
Written by Canadian Florist
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azvaseoffwinnerAug. 9, 2012, Alexandria, VA — The Society of American Florists has crowned the winner of its latest VaseOff! design challenge.

With summer in full swing and consumers thinking about their vacations, SAF wanted to capture consumers’ attention with a timely topic that highlighted the breadth of florists’ talents and their panache for matching flowers to recipients’ personalities.

Four SAF member florists were challenged to “design an arrangement sure to delight a friend who loves the beach and can’t get enough of the sun, surf and sand.”

While each design attracted many votes, “Tranquil Motion,” by Tony Medlock, AAF, AIFD, PFCI, AzMF, got the most.

“Using cool blue and green colours, you can smell the breezy salt air,” said Medlock, president of PJ’s Flowers & Events in Phoenix, describing his design that features mini cymbidium orchids, century plant blossoms, hydrangea, lavender, pyres japonica and woven lily grass. “Adding a keepsake bento box, handmade starfish and flip flops will ensure this gift will last far beyond beach season.”

The other participants in the most recent VaseOff! Challenge were:
  • Lizzie Borches of Dr. Delphinium Designs & Events in Dallas
  • Leanna Gearhert-Theye, CF, of Eastern Floral in Grand Rapids, Mich.
  • Robbin Yelverton, AAF, AIFD, CF, PFCI, of Blumz…by JR Designs in Detroit and Ferndale, Mich.
SAF’s vice-president of marketing, Jennifer Sparks, pointed to the spike in visitor traffic as evidence that the VaseOff! Challenge resonated with the public.

“Our goal is to use social media to show consumers that professional florists can create arrangements perfect for any recipient or occasion,” said Sparks. “Thanks to the blog, as well as reach via Facebook, Twitter and other influential bloggers, consumers could easily share the news about flowers and the expertise of florists.”

Sparks said the summer VaseOff! Challenge generated more than 464,000 consumer impressions. SAF alerted consumers to the challenge through its blog posts, Facebook status updates and tweets, as well as enlisting contestants and outside influential bloggers to promote the contest on their own social networks.
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