Last week Carol Caggiano, AIFD, PFCI, designed the floral arrangements that will be featured in two posters as part of SAF's 2008 Local Marketing Kit (it will be mailed to members in May). Caggiano spent a day with the photographer and SAF's marketing team to get the photos for the posters just right.

In the photo pictured at right, Caggiano is making adjustments to the arrangement featured in the "Send an Instant Message" poster. This poster reinforces florist's services of convenience and delivery. "This arrangement is contemporary in color and style, it is edgy and bold," Caggiano says. "The colors are grouped together for visual impact, giving emphasis on each."
 
The other poster, "Daily Departures to All Destinations," emphasizes that florists send flowers everywhere. Caggiano created a compact arrangement in an analogous color combination of blues to greens with emphasis on texture.
 
Along with the posters, SAF's 2008 Local Marketing Kit includes two radio commercial scripts, promotional ideas and advice, and two new postcard and statement stuffer designs available for order. Digital customizable ads and flier-size posters will be posted on www.safnow.org.
 
For promotional ideas, visit SAF's previous Local Marketing Kits.

--Vanessa Machir
vmachir@safnow.org

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