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Client: Teleflora
Circulation:
Frequency: Teleflora
Target:
Teleflora-member flower shop owners and managers
Client Objective/s:
- To provide marketing, management and financial information for Teleflora-member retailers
- To establishing a long-term revenue stream while building relationships with retailers
Execution:
Source Publications currently writes, edits, designs and manages two monthly subscription-based publications for Teleflora, Retail Florist and Floral Finance. The history and evolution of the two publications reveals much about Source’s commitment to quality, strategic planning and customer service. In 1984, Source’s president began serving as managing editor of the financially focused Floral Finance, then published on a contract basis for American Floral Services (AFS). In 1989, Source identified a need for management and marketing information directed specifically to florists and proposed that AFS create a new publication to meet this need. The new publication, Retail Florist, complemented Floral Finance and was an immediate success.
In 1997, AFS decided to take the publications in house, due to a change in corporate strategy. Source worked diligently with AFS personnel to make the transition as smooth as possible. Within a year, however, AFS realized that only the expertise of a true custom-publishing company could maintain the editorial and design quality subscribers demanded. So Source was asked to come back on board to write, design and manage the publications.
In 2000, AFS merged with Teleflora. This left the two floral publications in uncertain territory, as Teleflora published its own monthly magazine—one that was originally created as a direct competitor to Retail Florist and Floral Finance.
To help the company maintain and grow its subscription base for all three publications, Source created a plan for diversifying the content of each. After a full-scale study of each publication’s strengths, previous editorial focus and readership, we re-engineered and redesigned Retail Florist to focus on the “people” side of the business with a tagline of “You, Your Employees, Your Customers.” Floral Finance would keep its traditional financial focus. And we recommended that the third monthly publication focus on the operations and merchandising side of the industry.
Results:
This strategy allowed the Teleflora sales team to clearly differentiate and promote the publications on their unique strengths. Since the individual publications focus on three separate but complementary areas of the floral industry, circulation continues to grow and many florists subscribe to all three newsletters.
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