December 14, 2000 - In response to the overwhelming interest in leveraging and extending the FPO's Flowers. Alive with Possibilities.^TM campaign, the Flower Promotion Organization's Board recently adopted a policy, that allows all segments of the industry to have ownership in the unique campaign. The policy sets forth expanded rules and guidelines for use of the tagline and related creative materials ("trademarks"). It augments the FPO's comprehensive point-of-purchase program and advances tie-in opportunities for growers, wholesalers and retailers to be part of the award-winning campaign.

The Board believes that increased industry participation will yield greater flower sales. In addition, the policy is responsive to several industry requests to leverage the unique campaign. "We've been approached by associations, individual retailers and wholesalers with proposals to tie into the program," said Patrick Busch, FPO Board member from Len Busch Roses. "In response, it was imperative that we expand our rules to create marketing opportunities for each segment, taking into account the unique characteristics of the diverse outlets while being equitable across the board," he continued.

The guidelines provide slightly different tie-in options for the various floral industry segments. Wholesalers, suppliers and retail associations can include their organization's name on advertising featuring the FPO trademarks. Traditional and mass market retailers can use the trademarks with their store name on direct mail materials, newspaper ads and ROP's and on in-store materials, but are not permitted to use the trademarks on other forms of store advertising such as radio or television ads.

A copy of the Rules and Guidelines, the Use Authorization Form and the FPO trademarks will be posted on FPO's website, www.flowerpossibilities.com.

The FPO's campaign is designed to create awareness and boost demand for flowers throughout the year by repositioning them as a great way to brighten up any room in the house. Retailers are encouraged to leverage this campaign by creating complimentary marketing programs to drive traffic specifically into their stores. They can use FPO's point-of-purchase items currently available via www.flowerpossibilities.com or create their own marketing materials in accordance with the newly approved guidelines. To retain the integrity of the innovative strategy, the Board requires that all new materials developed in conjunction with the Flowers. Alive with Possibilities.^TM theme promote home décor use during non-holiday periods.

While the FPO's advertising and public relations campaign is running in five markets, the message is simple enough to stand alone in non-promotion markets. "Our number one goal is to increase cut flower sales," said FPO Board member Pepe de la Torre, of Dole Fresh Flowers. "We have a precise evaluation program to monitor the impact in our target markets, but we wanted to afford non-target markets the opportunity to use our award-winning materials to enhance their marketing programs." Initial results of the FPO's campaign are expected by early next year.

The Flower Promotion Organization, an alliance between Colombian and American flower growers, was created to expand the US market for all cut flowers. The FPO is committed to increasing short term and long term consumer demand for fresh cut flowers.

Back To Top