Commits to Multi-Faceted Regional Marketing Program

April 21, 2000 -- The Flower Promotion Organization (FPO), an alliance between Colombian and American flower growers met this week to refine the details for the "Flowers. Alive With Possibilities."^TM industry marketing campaign. After an exhaustive review of implementation options, the Board unanimously agreed to proceed with an integrated marketing campaign to be executed in five US markets. The markets include Philadelphia, Houston, Detroit, Chicago and San Diego. While it was agreed that a national campaign would be embraced by the industry, the Board felt strongly that a market-specific approach would yield the strongest results. "The Board discussed at great length whether to implement a national or local campaign," said Felipe Ramirez, FPO Board Co-Chairman. "We agreed we need to fully explore the industry's potential return on investment with a totally integrated marketing campaign." FPO's campaign will focus on a variety of non-traditional marketing tactics and a mix of print and broadcast advertising in each of the five markets.

Geographic market identification was heavily debated among Board members. To aid in the selection process, a variety of criteria were established. These criteria included a heavy population of target consumers, a strong presence of current buyers with a proportional representation of self-purchasers and media efficiencies. Additional market dynamics such as availability of fresh cut flowers, industry market access and a geographic distribution of the selected markets were also considered. Once the criteria were defined, the Board selected those markets that ranked highest among all of the various measures. The "Flowers. Alive With Possibilities."^TM campaign will be tailored to leverage the unique characteristics of the geographically dispersed markets.

A variety of non-traditional direct-to-consumer programs will be implemented in each market. A heavy point-of-purchase program to bring the "Flowers. Alive With Possibilities."^TM campaign into supermarkets and traditional retail florists will appear in some markets. Other markets will see an array of partner programs to reach consumers in new ways and motivate additional flower purchases. Unique consumer promotions are also being developed to reinforce the value of using flowers to enhance the home or office and stimulate more frequent purchases. Each market will receive tailored media relations activities to stimulate press coverage about the endless possibilities for fresh cut flowers and promote the non-traditional local activities underway. Media relations programs will also be implemented to reach editors around the country with the compelling new ideas for using flowers more often.

Print advertising will be used to kick off the campaign in August. Most markets will see the advertisements in magazines such as McCall's, Better Homes and Gardens and People. The print buy has been further refined for the Chicago and Houston markets to include ads in North Shore Magazine and Southern Living respectively. Similarly, in lieu of a heavy print plan, radio will be used in San Diego to leverage the outdoor lifestyle of consumers in this market. "We're not developing a "one size fits all" campaign," said Arne Thirup, FPO Board Co-Chairman. "We're approaching each market with a unique plan to leverage the inherent market characteristics in order to better reach consumers and motivate them to buy flowers more often." Television advertising featuring engaging commercials will run in September and October and resume in March for three weeks. The media plan, which also includes unique Internet sponsorships and advertising, is estimated at $4.6 million for the first year.

The FPO Board embraced the innovative direction of the campaign and plans to begin presenting the campaign materials at various industry events this summer. FPO Board members include Felipe Ramirez, Co-Chairman, Flores del Campo; Arne Thirup, Co-Chairman, Pajaro Valley Greenhouse; Lee Murphy, Secretary, California Cut Flower Commission; German Botero, Treasurer, Asocolflores; Gonzalo Aristizabal, Cultivos Miramonte; Tony Vollering, Sunshine Floral; Patrick Busch, Len Busch Roses; Pepe de la Torre, Florex S.A. Will Carlson, Floral Trade Council and Phil Nowers, Colombia Flower Council are the Board's Co-Presidents.

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

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