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  • Flower Shop Network

    Contains 2 Component(s)

    Flower Shop Network believes in local florists! When you send flowers through FSN, the local flower shop receives 100% of the profits!

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  • Social Media

    Contains 5 Product(s)

    Step up your social media game with tried and true basics and tips to capitalize on emerging trends.

    Step up your social media game with tried and true basics and tips to capitalize on emerging trends. 

  • The Elements of a Winning Contract

    Contains 9 Component(s)

    In this course, sponsored and presented by Details Flowers, you will learn • The essential elements of a proposal – what makes a winning contract. Through format, layout, design, colors, personal touches and more, you’ll discover tips that make you and your contract stand out from the competition. • Contract Terms you can’t afford to get wrong- the clauses that are imperative to any event contract and why they are so important. Plus, the terms that are very often overlooked, but ensure you are prepared for anything. • Best Practices- a proposal is one of the first opportunities to showcase your business. The expert insights and resources in this course help you communicate your dedication, experience, and work ethic through the essential elements of a wedding proposal and important contract terms that every florist should be using.

    In this course, sponsored and presented by Details Flowers, you will learn 

    • The essential elements of a proposal – what makes a winning contract. Through format, layout, design, colors, personal touches and more, you’ll discover tips that make you and your contract stand out from the competition. 
    • Contract Terms you can’t afford to get wrong- the clauses that are imperative to any event contract and why they are so important. Plus, the terms that are very often overlooked, but ensure you are prepared for anything. 
    • Best Practices- a proposal is one of the first opportunities to showcase your business. The expert insights and resources in this course help you communicate your dedication, experience, and work ethic through the essential elements of a wedding proposal and important contract terms that every florist should be using.

    Corrine Heck

    Founder & CEO

    Details Flowers Software

    Corrine Heck is the founder and CEO of Details Flowers Software, a program she created to help florists and event planners. Corrine began her career in the floral industry at a young age and rose through the ranks, learning the ins and outs of wedding floristry and event design until she was able to open her own floral shop.  She went on to produce over 800 events in Central Florida and saw a gap in the market for florists and event planners: an all-in-one software solution to assist them manage costs, productivity, and organization. She established Details Flowers Software in 2015, based on her significant expertise as a florist and her creative energy, and has since grown the platform to include an international clientele of not only florists, but also farmers, distributors, and breeders of flowers from all over the world. Details Flowers Software is headquartered in Ormond Beach, Florida, where Corrine lives with her husband of 20 years, Gregory, and their three children, Avery, Amelia and Aiden.

  • Website Content is King

    Contains 1 Component(s)

    The pandemic elevated the importance of an effective online presence for every retail florist. Your website is a shopper’s first impression of your business. Do you have a plan for your website content that will maximize customer engagement, enhance your brand---and drive sales? This session includes a 15-minute video presentation followed by an interactive live Q&A with Art Conforti, founder of Bloomerang Solutions, a full-service digital marketing agency specializing in Google Ads, SEP, web development, social media and video production.

    The pandemic elevated the importance of an effective online presence for every retail florist. Your website is a shopper’s first impression of your business. Do you have a plan for your website content that will maximize customer engagement, enhance your brand---and drive sales? This session includes a 15-minute video presentation followed by an interactive live Q&A with Art Conforti, founder of Bloomerang Solutions, a full-service digital marketing agency specializing in Google Ads, SEP, web development, social media and video production. 

    You’ll learn how to:

    Develop a homepage strategy with special offers and updated product listings.

    Offer add-ons that complement your online inventory. 

    Increase engagement with your online shoppers and keep them coming back. 

    Train your team so that they are familiar with your website content and are ready to answer questions.

    Own your backyard and get ahead of online competition through search optimization. 

    Solicit customer feedback via your website to make sure your offerings are on point.

     

    Art Conforti, PFCI

    Founder

    Bloomerang Solutions

    Art Conforti, is founder of Bloomerang Solutions, a full-service digital marketing agency specializing in Google Ads, SEP, web development, social media and video production. 

  • Marketing of Flowers 101: Strategy & Introduction to Social Media

    Contains 16 Component(s)

    A strong social media presence is imperative to successfully marketing your business! Learn fundamental skills and feel confident managing your channels. Learn how to Identify your consumer base, target market and which social media channels are best for your business needs. The basics of creating and editing photos and videos that showcase your offerings, resonate with your shoppers and turn into sales. This course provides downloadable resources and links to additional learnings, which you can use as a base to develop a social media strategy for your business. Perfect for anyone looking for basic social media skills.

    A strong social media presence is imperative to successfully marketing your business!  Learn fundamental skills and feel confident managing your channels.

    Learn how to Identify your consumer base, target market and which social media channels are best for your business needs. 

    The basics of creating and editing photos and videos that showcase your offerings, resonate with your shoppers and turn into sales. 

    This course provides downloadable resources and links to additional learnings, which you can use as a base to develop a social media strategy for your business.

    Perfect for anyone looking for basic social media skills

    Renato Segueco, AAF, PFCI

    Vice President Digital Strategy and Education, BloomNet

    BloomNet

    Renato serves as Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. His primary role is to serve florists by developing customized services and solutions focusing on search engine optimization (SEO), search engine marketing (SEM), social media, content marketing and mobile strategy to help them build web traffic and engage customers.         He also serves as lead bsuiness educator at Floriology Institute in Jacksonville, FL and on the new Floriology Now online learning platform at www.floriologyinstitute.com. Presentation topics include new technology, digital marketing strategy and business, consumer and demographic trends.  Prior, he served as Chief Information Officer (CIO) for the Society of American Florists (SAF). 
    You will also usually find Renato  speaking at your local floral industry show or engage with him online on Facebook, Instagram  or LinkedIn; or visit his blog at www.sogueco.com.

    Floriology is a floral education center offering in-person design and business classes in Jacksonville, FL, virtual, hands-on interactive classes through Zoom and video-on-demand instruction on our new Floriology NOW learning platform released in 2020. 
    Floriology courses featured on the SAF LMS are part of the Floriology NOW education community and will give you a first-hand look into the quality of education provided and the comprehensive information shared in all Floriology courses. Visit www.floriologyinstitute.com and be sure to apply coupon SAF1884 toward the purchase of a Premium Floriology NOW subscription. You will receive full credit for what you paid for the SAF Career Connection subscription. Plus, we will credit you an additional 10 percent off the subscription price as our way of supporting your learning journey. 
    Floriology design team instructors are considered some of the best in the industry and include Floriology Director of Education Jackie Lacey, AAF, AIFD, CFD, PFCI, Sharon McGukin, AAF, AIFD, PFCI, Sandy Schroeck, AAF, AIFD, PFCI, Alejandro Figueria, AIFD, and Donald Yim, AIFD, PFCI. 
    Our Digital Marketing and business courses are taught by the VP of Digital Marketing at BloomNet and former CIO at Society of American Florists Renato Cruz Sogueco, AAF, PFCI.
    Topics you will discover from our in-person courses, virtual interactive classes and through Floriology Now include foundational floristry, wedding bouquets, wedding trends, sympathy and funeral design, everyday design such as round arrangements, incorporating wire into designs and insight into preparing for state and national floral certification and designing for competitions.
    Join our education community by visiting www.floriologyinstitute.com and be sure to apply coupon SAF1884 to receive full credit from what you paid for the SAF Career Connection toward the purchase of a Premium Floriology NOW subscription. Plus, we will credit an additional 10 percent off the subscription price as our way of supporting your learning journey. 
  • Best Practices for Sourcing Plants

    Contains 1 Component(s)

    You want to break into or grow your plant business, but you’re having trouble sourcing plant material. You’re not alone.SAF tackled this topic as part of The Great Big Plant Event this past March.

    You want to break into or grow your plant business, but you’re having trouble sourcing plant material. You’re not alone. SAF tackled this topic as part of The Great Big Plant Event this past March. 

    Austin Bryant

    National Sales Executive

    Heart of Florida Greenhouses

    Austin Bryant leads national sales for Heart of Florida Greenhouses in Zolfo Springs, Florida. The business grows interior foliage, annuals and perennials and has been run by the Bryant family for 40 years. Bryant received his bachelor’s degree in environmental horticulture from the University of Florida and has 20 years of industry experience. His expertise includes interior foliage, floriculture, tissue culture and foliage marketing. Bryant has served on the state board for the Florida Nursery, Growers and Landscape Association and was president of the National Foliage Foundation (now the National Horticulture Foundation).  

    Sally Chapin

    Fresh Cut Operations Manager/Plant Buyer

    Dillon Floral Corporation

    Sally Chapin has been involved in the Floral Industry for 27 years, working at Dillon Floral Corporation in Bloomsburg, Pennsylvania, as the Plant Kingdom/Fresh Cut Operations Manager. She has been in charge of Plant Purchasing for the last 20 years and the 7 years prior she was part of the Plant Sales Team.  She directs and manages day to day operations of the Plant Department as well and the Fresh Cut Flower department.

    Heather Waits

    President

    Bloomtastic Flowers & Events

    Heather Waits is president of Bloomtastic Florist Inc., in Upper Arlington, Ohio. An expert on marketing, networking, operations and customer service (particularly in relation to weddings), she has written articles for several industry publications, including Floral Management, Florists’ Review and The Wedding Business Magazine. She has presented sessions at two SAF conventions and served on the Floral Management Advisory Committee. The Knot and Wedding Wire have recognized her work and locals named her shop "Columbus’ best florist.”

    Eileen Weber, AAF

    Vice President

    Lake Forest Flowers

    After growing up in her father’s flower shop, Eileen pursued a bachelor’s degree in horticultural production and marketing at Purdue University. It was her love of working with people and the impact of flowers that led Weber to officially join the family business. She has an MBA and serves as vice president of Lake Forest Flowers managing business operations, marketing and community engagement. She teaches floral design at a local art center, garden club programs, private parties and monthly adult and children’s workshops.

  • Design Room Efficiency

    Contains 3 Product(s)

    Aside from producing beautiful designs, your design team must run efficiently and productively for a strong financial position.

    Aside from producing beautiful designs, your design team must run efficiently and productively for a strong financial position. 

  • Training Tips and Adaptable Designs

    Contains 1 Component(s)

    In this webinar, Derek Woodruff discusses Holiday tips that can be practiced year round.

    For florists who can offer deliver/curbside services, Mother’s Day could be a surprisingly strong sales event. How do you make the most of the holiday with a reduced team, including employees who are taking on new roles during the crisis? If you aren’t sure about the exact product you’ll have, how can you plan and market effectively? Join Derek C. Woodruff AIFD, CFD, CF, PFCI, of Floral Underground in Traverse City, Michigan, to learn more about design room training tips that will help you make the most of your lean workforce this holiday — along with practical ideas on how to capitalize on the product you do have access to, in the design room and through your communications with customers. 

    Derek Woodruff, AIFD, CFD, PFCI, CF

    Owner

    Floral Underground

    Derek Woodruff joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study the trade through institutes such as Michigan State University, the Michigan Floral Association (MFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground. Woodruff enjoys presenting on stage, in hands-on workshops, and also online to audiences of floral designers and consumers alike. He has won numerous awards including the 2016 Sylvia Cup Design Competition. 

  • Succession Planning

    Contains 4 Product(s)

    Whether you are thinking about selling or passing your business onto to the next generation, these succession planning tools can help.

    Whether you are thinking about selling or passing your business onto to the next generation, these succession planning tools can help. 

  • How I Did It: Cultivating the Next Generation

    Contains 1 Component(s)

    Join SAF Board member Stephen Kennicott and his daughter Paige Kennicott-Jacques as they discuss the realities of running a fourth-generation family business in the floral industry and working together — and share insight on how multiple generations can work together to build more resilient businesses.

    Kennicott Kuts has a long history in the floral industry — with roots back to 1836 when Dr. John Kennicott established a flower farm (“The Grove”) in Illinois. The Kennicott family went on to pioneer new business models in the industry, establishing one of the first commercial ferneries in Florida and starting Kennicott Brothers Wholesale Florist in Chicago in 1881. Today, Kennicott Kuts has 12 specialty cut flower operations in the United States and Chile. Join SAF Board member Stephen Kennicott and his daughter Paige Kennicott-Jacques as they discuss the realities of running a fourth-generation family business in the floral industry and working together — and share insight on how multiple generations can work together to build more resilient businesses.

    You’ll learn:

    • Strategies for creating a positive work environment that spans generation — with insight from the owner level and next gen.
    • Lessons learned from a longtime family business — including advice on how to communicate more effectively.
    • Specific challenges and opportunities facing Kennicott Kuts and how the family is working together to create solutions.

    Stephen Kennicott

    Kennicott Kuts