Organic Bouquet is a rarity in the flower industry. It is one of only a few worldwide companies to sell exclusively organically and environmentally-grown flowers, including the world’s first commercial crop of organic roses. The problem was that the world of organic flowers, biodynamic farming, and the benefits of its farming methods were mostly unknown to both consumers and the press. If anything, Organic Bouquet was merely seen as just another organic product vendor.
So there were many challenges in getting the word out. Not only did they need to distinguish themselves as thought leaders in the area of organic flowers, they had to educate their audience as to what this meant in the first place, and why such a distinction was so important.
When Organic Bouquet approached Straus Communications, they were planning to participate in the upcoming World Environment Day (WED) 2005, including a series of high profile events in the hopes of staking a claim as the dominant brand in the organic flower market. The five-day event would attract thousands of participants, including mayors from sixty of the world’s largest, environmentally friendly cities around the world.
However, WED was an umbrella for an overwhelming number of environmental issues, and journalists would undoubtedly be bombarded by a myriad of environmental pitches. Without a concentrated plan, Organic Bouquet’s message would once again be lost in the noise.
Straus planned to help Organic Bouquet take advantage of the event and related opportunities in a methodical way, and achieve the most strategic media focus. If done properly, we realized they could take an evolutionary step, elevating its story from a product-driven message to one of an environmental leader. By crafting compelling, industry-relevant stories and leveraging news hooks, issue expertise, and our personal connections, Straus would keep the media tightly focused on the definition and importance of organic flowers—and ultimately the importance of pioneering companies like Organic Bouquet.
We focused on gaining face-time with the highest profile opportunities, chosen from a number of journalists in town covering WED. We then crafted messages featuring Organic Bouquet’s strategic partnerships to illustrate the company’s commitment to the environment. We designed engaging and functional online tools that would further serve the media to understand the issues and importance of organic flowers.
We also used two key announcements to initiate further interest and present Organic Bouquet as a thought leader in the industry. The first announcement was about the "Eco-Flower Power: Sustainability Trends for the Floral Industry" symposium, which gathered industry experts, florists and scientists from around the country to look at problems and opportunities facing the floral industry. The other announced the Veriflora™ certification initiative, created to improve and verify environmental production standards in the organic floral industry.
OrganicBouquet Media Placements
Organic Bouquets Song - "Together We Can"
Our strategic efforts were a major success and continue to pay off for Organic Bouquet. We were able to reposition the company as a leader in the environmental movement. The coverage they received reflected this shift from primarily product placements to lengthier articles. Eleven of the past 18 stories have been features or profiles on founder Gerald Prolman. And the press coverage contributed to a 2000% increase in overall traffic to the company’s website from the previous year and a corresponding spike in sales surrounding the attention. To this day, the company continues to be sought out for its industry-leading perspectives and strategies.