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 floral arrangement is $60 + $15 delivery.

STRATEGY:

Present floral arrangements as an artist’s creation using a business model intended for mass-production.

RESPONSIBILITIES & ACCOMPLISHMENTS:

Responsible for brand compliance and marketing of Field Of Flowers & its’ three subsidiaries: Field Of Flowers Wholesale, Lush Celebrations and The FlowerBar. Leading the implementation & execution of branding & communication guidelines. Directing the revamp of company websites and omni-channel marketing strategies. Create traffic driving executions for print & digital platforms: Google Adwords, Facebook Business Manager, BigCommerce, iContact, SquareSpace, BlackTie Publishing & more. Consolidate social media and generate content while also yielding agreements with influencers. Design email marketing strategies & actualize necessary marketing materials. Conduct critical analysis of marketing tactics & ad impact on sales & engagement. Coordinate asset database building for in-studio product photography, on-site vendor photography, and on-demand 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:

2016 vs 2015:
5.4%↑ Core Sales
9.0%↑ Online Sales Growth
5.5%↑ Walk-In Sales Growth
10.5%↑ Phone Sales Growth

AD SAMPLES:

A FEW FAVORITE POSTS:

content creation

EMAIL BLAST SAMPLES:

IMPACTFUL PROJECTS:

SYMPATHY COLLECTION BOOK:

“It's idiot-proof!” - Funeral home client based in South Florida.

Objective: Create a self-explanatory, easy-to-use tool for funeral home accounts. To be used at funeral homes and the Field Of Flowers retail shops.

Solution: Clearly & simply communicate the unique business model of the company's approach to flower design based on color palettes, not particular flowers.

Description: This book presents all available products in sketch form to steer the viewer into understanding the concept of selecting a product type first (standing spray, wreath, heart, etc.), size of product secondly, and floral color palette thirdly. This approach voids the concern of someone making a product selection based on particular types of flowers and being disappointed if the end result is executed with substitution flowers (a necessity in the floral industry due to seasonal availability).

Graphic Design, Photography & Editing, all content: Irina Zabelina

STYLE GUIDE IMPLEMENTATION → 4 BRANDS

Field Of Flowers has three segments:
1. Field Of Flowers | 2. Lush Celebrations | 3. The FlowerBar | FieldOf Flowers Wholesale

Art Directed & implemented style guides to ensure brand compliance between the 3 brands.

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.