COVID-19 Webinar Series: Coronavirus and the Floral Industry: Planning, Prep and Best Practices

Presenters: Presenters: Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers, and Michelle Castellano Keeler, AAF, Mellano & Company.

Feeling anxious about the short and long-term effects of the coronavirus outbreak on your employees, business and local community? Unsure how to prepare and what best practices to implement? Join Society of American Florists executive committee volunteer leaders Chris Drummond, AAF, PFCI and Michelle Castellano Keeler, AAF for a practical conversation focused on how florists can communicate effectively with customers and their team and market to minimize impact during this unprecedented time. Topics addressed will include: messaging strategies that instill confidence in customers and emphasize the positive effects of flowers on individuals and communities; strategies on how to market during periods of social distancing and isolation; advice on dealing with cancelations and contract changes; tools from SAF that members can implement immediately, and much more. The session will also incorporate a Q&A session to facilitate the exchange of information, ideas and shared tactics. This webinar is the first in a series planned by SAF to address the challenges posed by the global pandemic.