| The Floral Promotion Organization (FPO), an alliance between US and Colombian Flower Growers, has created a marketing program designed to increase consumer purchases of fresh cut flowers. The campaign positions flowers as a great way to brighten up various rooms throughout the house, providing a variety of usage and display ideas. To support the campaign, FPO is running television, radio and print advertising in select markets using the theme, "Flowers. Alive With Possibilities."TM and has developed an array of point of purchase materials.
The FPO encourages growers, importers, wholesalers and retailers to build awareness and leverage and expand the current campaign through individual marketing efforts. The FPO is making elements of the campaign available to facilitate tie in, and allow all segments of the industry to participate in this breakthrough campaign. However, since "Flowers. Alive With Possibilities."TM is an FPO trademark, there are policies that must be followed when using the materials. These are as follows:
General Guidelines
* Use of the trademark is limited to growers, importers, wholesalers, and retailers that sell fresh cut flowers and industry organizations and associations that are committed to increasing fresh cut flower sales.
* The FPO does not charge a fee for use of the "Flowers. Alive With Possibilities."TM theme in accordance with the guidelines detailed herein.
* In all cases, the line "Flowers. Alive With Possibilities."TM must be accompanied by a statement that it is a trademark of the Flower Promotion Organization.
* The trademark(s) must be used exactly as it appears. They cannot be changed or altered, and may not be combined with other text within the same line.
* The line "Flowers. Alive With Possibilities."TM may not be combined with a retailer or wholesaler's name. For example, "Joe's Flowers. Alive with Possibilities."TM is prohibited.
* Types, colors or brands of flowers cannot be referenced in conjunction with the theme line.
* The trademark should be applied conjunction with unique, simple display ideas featuring home décor uses and efforts should be implemented during non-holiday periods.
* All advertising or direct mail using "Flowers. Alive With Possibilities."TM must be approved in writing by the FPO.
* FPO does not practice negative advertising, and will not permit negative advertising in conjunction with the trademark. No other industry, its product, or competitors may be depicted in a negative manner when using FPO materials and trademarks.
* FPO retains the discretionary right to prohibit use of the campaign materials in order to insure the integrity of the campaign, campaign messages and measurement of campaign objectives is maintained.
* The FPO "Flowers. Alive With Possibilities."TM campaign is an industry-funded program that does not discriminate among industry segments.
* All agreements to extend the FPO's "Flowers. Alive With Possibilities."TM campaign will be non-exclusive arrangements.
* The FPO must be provided with a copy of all new marketing materials developed to extend the FPO campaign (circulars, billboard creative, newspaper ads, direct mail) to the FPO with a brief summary describing use schedule.
* A use authorization form is not required for direct mail materials purchased as part of the FPO's point of purchase program.
Specific Guidelines By Use
Advertising (includes print advertising, television advertising, billboards, radio, yellow page ads, truck signs, and newspaper advertising)
* Growers, importers, wholesalers and suppliers are permitted to use the tag line and/or existing creative and tag with their business identification (i.e. Acme Wholesale Florist)
* The integrity of the FPO ads must be retained in the development of any new ads
* All new ad concepts must be approved by FPO prior to final production
* Retailer-supported television, print, radio, billboard, truck advertising must be funded by and credited to retail coalitions, not individual retailers
* Individual retailer newspaper advertising is permitted.
* New concepts must be approved by FPO prior to use and the FPO must be provided with copies of all final newspaper ads.
* Associations and corporate offices are encouraged to develop newspaper advertising templates for the membership and affiliates, but must provide the concept(s) to FPO for approval prior to distribution.
* Any advertising efforts using "Flowers. Alive With Possibilities."TM must incorporate existing FPO materials.
Direct mail (includes statement stuffers, promotional direct mail, circulars, free standing inserts)
* Retailers, wholesalers, growers, importers and suppliers can use FPO tag line and existing creative images in individual direct mail efforts, provided use complies with general guidelines stated above
* Associations and corporate offices are encouraged to develop direct mail templates for the membership and affiliates, but must provide the concept(s) to FPO for approval prior to distribution.
* The direct mail materials can be personalized by using a name after the theme in, such as:
- "Flowers. Alive With Possibilities." TM Visit your local xyz florist or supermarket to see the endless possibilities today."
- "Flowers. Alive With Possibilities."TM Talk with your local xyz grower or wholesaler about new possibilities for flowers."
Specific Guidelines By Segment
Traditional and Mass Market Retailers
* Use of existing FPO POP materials is encouraged
* Retailer-supported advertising (television, print, radio, billboard, yellow page ads, van/truck decals) must be funded by and credited to retail coalitions, not individual retailers (such as Houston Allied Floral Association, Houston Area Supermarkets, Houston members of FMA)
* Use of FPO tag line and existing creative images in individual direct mail, advertising circulars, free standing inserts and newspapers is permitted, provided use complies with general guidelines stated above
* Direct mail materials can be personalized by using a name after the theme in, such as:
- "Flowers. Alive With Possibilities." TM Visit your local xyz florist or supermarket to see the endless possibilities today."
Growers, importers, wholesalers, suppliers
* Using the tag line and/or existing creative in conjunction with business identification (i.e. courtesy of Acme Wholesale Florist) is permitted
* All new ad concepts must be approved by FPO prior to final production
* Use of the FPO tag line and existing creative images in individual direct mail and advertising circulars is permitted, provided use complies with general guidelines stated above.
* Direct mail and advertising materials can be personalized by using a name after the theme in, such as:
- "Flowers. Alive With Possibilities." TM Talk with your local xyz grower or wholesaler about new possibilities for flowers."
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