From special occasion to everyday expression: helped transform ProFlowers into an everyday expression of connection and care.

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The Industry: Retail 

The Rub: Most Americans give the gift of flowers during special occasions like anniversaries, Mother’s Day and Valentine’s Day. It’s the first gift that comes to mind. Time is running out. And when it comes to delivery and free packaging, a shipped flower bouquet is hard to say no to. Despite the convenience though, it’s rather expensive and the flower dies pretty quickly. 

The Mindset: It’s the quintessential sign of affection, love, friendship and appreciation for women, an easy way to bring a smile, and brings that “happy wife, happy life” kinda vibe. Pretty safe bet. 

The Urgency: With the amount of $$$ Americans spend on frivolous, never-use-again gifts, they might as well rethink ProFlowers. There are far more flower types, occasions, styles, plants, potters, decorative home goods and edible arrangements than you know. So many, there’s no reason not to give one every single day of the year. 

The KPIs: Audience awareness & engagement. Blog post clicks. Flower sales. email open rates.