Creative Strategy | Marketing | Art Direction
CHALLENGE:
Increase sales of a high priced luxury product that reserves the right to be changed at the fate of flower availability, perishes in days, and can only be visually consumed. The average arrangement is $60 + $15 delivery.
STRATEGY:
Flowers are art, consumed by the eyes. for mass-production.
RESPONSIBILITIES & ACCOMPLISHMENTS:
Responsible for brand compliance of Field Of Flowers and its’ three sub-entities: Field Of Flowers Wholesale, Lush Celebrations and The FlowerBar. Implemented branding and communication guidelines. Led the revamp of online presence as well as designing marketing materials and ads for print and digital platforms (i.e.: Facebook via Power Editor, iContact, BigCommerce). Consolidate social media strategies between the four brands & produce content. Email marketing strategy execution and analysis of marketing tactics and ad impact on sales & engagement. Coordinate asset database building for in-studio product photography, on-site vendor photography, and required marketing materials. Streamlined business model down to a self-explanatory, fool-proof representation that enabled the company to acquire large stable accounts each totaling over $300K annually as well as improved external communication with retail consumers & prospects. Other responsibilities: store signage, product photography & photo-editing, vendor sourcing & relationship building.
RESULTS:
q1: 2016 vs 2015
BEFORE MY JOINING, SALES DECLINed by 5.0%
q2: 2016 vs 2015:
2.5% sales growth
MOTHER'S DAY
12.6% growth
ADMIN WEEK
7.1% growth
q3: 2016 vs 2015:
6.8% sales growth
q4: 2016 vs 2015:
BASED ON THRU DEC. 9
9.7% sales growth
HOLIDAYS
%.% <INSERT
AD SAMPLES:
2016 Holiday ad featuring limited time holiday product line.
Results based on 10 days after ad launch.
A FEW FAVORITE POSTS:
content creation
EMAIL BLAST SAMPLES:
Christmas 2016
Mother's Day 2016
ABOUT FIELD OF FLOWERS:
A third generation floral company located in South Florida for 27 years, predeceasing 2 formal generations making a total of 100 years history in the floral industry. Field Of Flowers specializes in retail floral arrangement production as well as caters to the bulk-buying floral wholesale industry in South Florida. The company has its’ main retail company, Field Of Flowers, as well as 3 sub entities: Lush Celebrations, The FlowerBar and Field Of Flowers Wholesale. Lush Celebrations focuses on customer floral creations and services for events and special occasions, The FlowerBar is a portal into DIY design classes featured in all three retail locations as well as has the option of mobility to cater FlowerBar parties on-site at the choice of the customer, and lastly Field Of Flowers Wholesale caters to the wholesale floral industry in South Florida.