Hundreds of thousands of consumers now know more about Women’s Day, thanks to the Society of American Florists’ (SAF) public relations and social media campaigns. Those efforts helped raise awareness of the observance and the idea that flowers are the perfect gesture to recognize women.
During the week leading up to Women’s Day on March 8, SAF’s Facebook campaign generated 270,419 impressions and 21,283 engagements with likes, shares, and comments. The posts ranged from expressions of gratitude to the industry for raising awareness about Women’s Day, to positive mentions about flowers, to users publicly naming women they wanted to honor or recognize.
“We’re still seeing people engage with our Women’s Day social media posts,” says SAF Vice President of Marketing, Jennifer Sparks. “This means our reach continues to grow, educating more consumers about Women’s Day and the importance of flowers.”
SAF strategically promoted five key Facebook posts to expand its reach beyond its followers and prominently featured Women’s Day on its other consumer channels, including aboutflowers.com, the Flower Factor blog, Twitter, Instagram, and Pinterest.
SAF also partnered with leading bloggers who asked readers to celebrate Women’s Day with flowers. Among them were Indianapolis Moms Blog, Kansas City Moms Blog, Boston Moms Blog, and Cincinnati Moms Blog.
As an extension of its Women’s Day program, SAF is funding a $2,000 scholarship for female high school seniors or college students.
“Rather than approach Women’s Day solely with a ‘buy flowers’ message for what is a non-commercial holiday, this program demonstrates how the floral industry supports women and, we hope, why flowers are a symbol of acknowledgment for women’s success,” Sparks says.
More than 600 applicants submitted essays on how they turned a challenge into a growth opportunity. SAF partnered with the American Business Women’s Association to promote the scholarship, and will announce the winner by June.
Want to know how others in the industry helped celebrate Women’s Day? An article on the SAF website highlights how several different companies and organizations banded together.