CalFlowers Prepares Major Consumer-Direct Marketing Campaign

This is how CalFlowers plans its media distribution to engage over 60 million consumers in the target audience.

By: THURSD. | 08-11-2021 | 2 min read
At its Member Appreciation Event in August, CalFlowers provided to attendees its exciting, new marketing initiative. CalFlowers’ aspirational goal is 'More Americans enjoying more flowers more often' and the association is excited to launch this high-impact campaign on behalf of the broader floral industry.

A New Campaign From CalFlowers

The first two weeks of October, CalFlowers Board members Jeanne Boes and Joost Bongaerts, along with Executive Director Steve Dionne, were on location in Warsaw (Poland) and Amsterdam (Netherlands) to oversee their film and still photo production, as well as brand design and website development, for their new campaign. CalFlowers Prepares Major Consumer-Direct Marketing Campaign quote

Altered Buying Patterns of American Consumers

CalFlowers' Executive Director Steve Dionne says: "There is agreement around the industry that the COVID-19 pandemic has dramatically changed the demand profile for fresh flowers. Many American consumers have altered their buying patterns to include more self-purchases, driven by a desire for the beauty of fresh flowers in their homes. The well-recognized positive mental health effects of flowers have caused flowers to enter a new category in the minds of consumers."
CalFlowers Prepares Major Consumer-Direct Marketing Campaign
Steve Dionne, Jeanne Boes, and Joost Bongaerts in a Flower Shop.

Engaging Over 60 Million Consumers

Steve Dionne: "Our marketing campaign - to be launched on Instagram, YouTube, Spotify, and Pinterest in January 2022 - is specifically designed to capitalize on this emerging trend. Our media distribution is planned to engage over 60 million consumers in our target audience, 'aesthetic explorers' comprised of women in the 25-39 age category who are focused on wellness and style. The results from Warsaw and Amsterdam have been very encouraging! Working with a team that includes 180 Amsterdam (NL), MindsEye Productions (UK), Tango Productions (PL), and with floral stylists The Wunderkammer (DE), and director Dugan O’Neal from Los Angeles, we expect to have a professional, polished ad campaign that incorporates humor, visual interest, and a relatable message that promotes the enjoyment of fresh flowers." CalFlowers Prepares Major Consumer-Direct Marketing Campaign

Amplifying the Message

As the campaign draws nearer, CalFlowers will be reaching out to many industry stakeholders to help amplify its consumer messaging through your own social media channels, as well as hard assets such as point-of-sale posters and truck wrap graphic designs.

More about CalFlowers

The California Association of Flower Growers & Shippers (CalFlowers) is a voluntary California-based trade association comprised of 241 voting members in California and 648 associate members in 48 states other than California. CalFlowers collaborates with other floral industry associations to promote the floral industry in the U.S., striving to have more Americans enjoy more flowers more often, and providing access to discount shipping programs for floral products. To learn more about CalFlowers, visit and read this story on Thursd.

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