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Mercury MessengerVo l . 5 3 n o . 3 F T D n e w s l e T T e r © 2 0 1 0 , F T D | a u g u s T 2 0 1 0

In ThIs Issue:President’s Message 2

Driving orders To FTD Florists 3

Tom Moeller Joins FTD 3

100 years of FTD 4

FTD Member awards 6

FTD Founders club 7

FTD education column 8

events calendar 8

FTD Florists in the news 9

FTD Focus 10

FTD 100 year collectibles corner 12

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FTD 100 year collecTIbles corner

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The FTD Team is Working For YouFTD markeTplace sales - 800-767-4000

marketplacesales@ftdi.com

FTD FloWer exchange - 800-767-4000ftdflowerexchange@ftdi.com

FTD member services - 800-788-9000membership@ftdi.com

FTD mercurY supporT - 888-205-7225

FTD TechnologY sales - 800-767-3222techsales@ftdi.com

FTD FlorisTs online - 800-576-6721floristsonline@ftdi.com

FTD FloWers all hours - 800-669-1000fah@ftdi.com

FTD cash-Flo - 800-788-9000 exT. 4262cashflo@ftdi.com

FTD DirecTorY services - 800-788-9000directoryservices@ftdi.com

FTD neWsleTTer prdept@ftdi.com

FTD inTernaTional reTransretrans@ftdi.com

From its inception, FTD has stood for innovation, leadership and quality in the floral industry across North America. Our achievement is proudly embodied by one almost universally recognized symbol — the FTD Mercury Man logo. The story of FTD would not be possible without the thousands of dedicated artisan

florists who have created our tradition over the past 100 years.

Thank you for your years of outstanding service and for helping make FTD what it truly has become — part of the fabric of America.

To place Your orDer, call 800-767-4000. For a look back on FTD Through The Years,

visiT FTDi.com/100

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ftd® Mercury Messenger | August 2010 3

PresIDenT’s Message

FTD is pleased to welcome Tom Moeller as Executive Vice President of the Florist Division. As an accomplished business executive with a consistent record of delivering exceptional growth to several leading companies, Tom brings a wealth of knowledge and experience to work together with FTD customers for mutual gain.

Tom has 25 years of experience in consumer products and comes to FTD from Wm. Wrigley Jr. Company in Chicago where he was the Global Chief Customer Officer. He also held various other roles at Wrigley including the VP of Customer Development and Support. Tom was also the General Manager at Schering-Plough and the Senior Director of Customer Sales at Nabisco.

Tom has various operational experiences in Customer Development, Category Management, Customer Marketing, Customer Service, Demand

Planning and Training. He started his career as a Sales Representative working with independent supermarkets and convenience stores and throughout his career has developed a broad range of customer experiences in all channels large and small.

Tom is very excited to be working in the floral industry and has many new ideas on how he can assist with the daily challenges florists face.

“FTD is working hard to innovate the industry and partner with our customers,” commented Tom. “We are competing in a very dynamic and changing environment. We're in the gifting

business and consumers have a lot of choice these days so innovating and marketing the flower category is critical.”

Tom continued, “One of our top collective opportunities is to drive consumer satisfaction by filling all holiday order demand. This will involve planning, communicating and trusting more effectively than ever before.”

Tom has spent his first few months at FTD splitting his time between working with his FTD team and on the road meeting FTD Florists. This has certainly accelerated his learning curve.

The path to more orders for FTD Florists really comes down to three things:

1. Being codified to receive orders for FTD products for holiday and everyday

2. Maximizing directory advertising and zip codes of delivery coverage

3. Leveraging Mercury Technology

All of these business solutions are offered to FTD Florists and FTD Field Business Consultants to review a shop’s path to more orders.

When Tom was asked what he has learned so far, he stated, “I'm really inspired by the passion and resiliency that our members have about the business. Their will to win is definitely there. Where I see opportunity is to continue to innovate, both in products and services, and also how FTD and florists work together. Inherent to this is leveraging both qualitative and quantitative insights and improving our collaborative planning, communication and execution.”

Tom further shared, “We need to become more data driven as an industry and make decisions on facts. With that said, people and partnerships will make all the difference.”

ToM Moeller JoIns FTD To leaD The FlorIsT busIness

Our new commercial focused on the sentimental emotions

attached to Mom and why she loves flowers designed by

FTD Florists.

Two separate direct mail pieces were sent to consumers. Both featured florist-filled designs on the cover from our Better Homes and Gardens™ collection. The new collection has already attracted thousands of beautiful florist-filled orders.

Our popular TV commercial featured the many reasons to send flowers designed by FTD Florists. The ad showcased the beauty and artistry of the floral industry.

FTD has a terrific story to tell—especially with the recent progress we have made creating value for our FTD Member Florists. We are making major investments to create significant value for our dedicated florists by introducing innovative programs to increase order values and consumer orders to florists, establishing partnerships to add membership value, taking a pioneering role to improve customer satisfaction and delivering technology solutions for shops large and small.

PrograMs FocuseDon DrIVIng orDers To FTD FlorIsTs

FTD has innovative higher order value programs like FTD Customer Choice.

multi-million dollar Tv advertising

campaign on more than 30 cable and national networks during major floral holidays directed

consumers to

“visit your local FTD Florist”

Dear FTD Florists,

Happy 100th Anniversary! It is a great time to be a part of FTD, especially during this extraordinary moment in the Company’s history. When recently looking through FTD's remarkable historical archives, it’s obvious what has made FTD a success: the years of dedication by our member florists; innovative products that keep florists at the forefront of technology; and FTD’s commitment to quality and 100 years of promoting the floral industry, represented by the worldwide iconic Mercury Man logo.

The unrelenting efforts of a small group of florists that founded FTD in 1910 are alive today due to the entrepreneurial spirit of thousands of florists across the globe. It is our mission to continue to support our FTD Florists, many of whom have been with FTD throughout the years. It is an honor that so many multi-generational florists have made us a part of the foundation of their business, and consider us family too.

In this special edition of the FTD Mercury Messenger, we are celebrating the past, the present and the very promising future of FTD and the floral industry.

Our PAsTYou will see that we dug deep into the archives and are showcasing a pictorial of FTD through the years on the cover and pages 4-5. As you know, FTD has a rich history that is depicted by these classic photographs and vibrant vintage advertisements that will take you on a visual journey through the past 10 decades.

I also want to acknowledge the FTD Member Florists listed on page 7. The FTD Founders Club celebrates and recognizes FTD Florists that have been members of FTD for 90+ years. The longevity and success of these shops are a tribute to the founders of FTD. Not only is it their commitment and confidence in FTD praiseworthy, but the economic challenges and world events they have overcome and witnessed throughout the past century is commendable.

THe PreseNTIn the past two years, we have made impressive florist-focused improvements to FTD.

· Dramatically increased consumer orders sent to FTD Florists.

· Florist-themed national television advertising during the major floral holidays.

· Higher order value programs like FTD Customer Choice (Good, Better, Best) and implemented high delivery allowances.

· FTD Florist Advisory Council involvement in key policy decisions.

It is these types of changes that continue to showcase our commitment to the FTD network of quality florists and demonstrate that we want to maximize their business potential. We are ready for a successful future partnering with the floral network!

On page 6, we are proud to announce the winners of the prestigious FTD Anniversary Member Awards. The winners embody the spirit of FTD and the creative determination required to successfully operate a flower shop today. From 61 years in the floral industry to one year as a shop owner, the experience of the winners is broad, but all are passionate for the floral industry and dedicating their livelihood to flowers.

Our FuTureFTD and its member florists have a promising future. I am pleased to now have Tom Moeller leading the florist division of FTD. Tom’s deep global experience and leadership with several of the nation’s premier companies in customer development and consumer products makes him an ideal fit to build upon important relationships with our florists. Tom and his team will develop new solutions that will mutually benefit FTD Florists and FTD to ensure a successful future. Tom is spending a lot of time in the field getting to know our florists, their challenges and what is working well for retail florists. Please join me in welcoming Tom to FTD.

From its inception, FTD has stood for innovation, leadership and quality in the floral industry across North America. Our achievement is proudly embodied by our most treasured asset — the quality FTD Florist — identified by one of the most highly recognized symbols — the FTD Mercury Man logo. The story of FTD would not be possible without the thousands of dedicated artisan florists who have helped create our traditions over the past 100 years.

We thank you collectively for your 100 years of outstanding service and for helping make FTD what it truly has become - part of the fabric of America, making countless lives a little happier and more beautiful everyday.

Robert ApatoffFTD President

1910 – 2010

* source: FTD u.s. financial data Q1 2010 compared to Q1 2009. ** source: FTD u.s. financial data, Valentine’s Day 2010 period (Feb 1-14) compared to Valentine’s Day 2009 period (Feb 1-14).***source: FTD u.s. financial data February 2010.

FTD receives inquiries from F T D F l o r i s t s e v e r y d a y r e q u e s t i n g m o r e i n f o r m a t i o n a b o u t i n n o v a t i v e business solutions, n e w m a r k e t i n g i d e a s o r t r e n d s in the industry. We recognize that i f one person has a particular question, there are probably o the rs t ha t have the same question too. Do you have a question for FTD?

P l e a s e s e n d y o u r q u e s t i o n s t o f l o r i s t s f o r u m @ f t d i . c o m t o d a y ! Leading florists from the FTD Florist Advisory Counci l wi l l answer your questions within the next issue of FTD Mercury Messenger.

ask The FTD FlorIsTs ForuM

WHAT FTD FLOrisTs Are sAyiNG

“We experienced a significant increase in orders from FTD this past Mother’s Day, higher than any other source for orders. The increased business was made even more beneficial by having those orders primarily come in as FTD branded product, making them easier to fill.”gregory J. royer, Royer’s Flowers and Gifts, Mechanicsburg, Pa

“This Mother’s Day in Nashville, TN brought many challenges and rewards at the same time just having experienced the worst flooding it has seen in the last 100 years. Working with FTD was great in their ability to help get additional information from families and loved ones to help ensure that all deliveries were made. Our order volume was large and FTD worked with us as a partner not just a supplier and from the florist/distribution side of the equation, it really made a difference.” kathy M. harriman, Lenox Village Flowers, nashville, Tn

“FTD orders for Mother’s Day week were considerably up from last year. We saw the increased demand at Valentine’s Day and were prepared for it. I believe this trend is part of the continuing move by the consumer towards digital commerce. FTD has recognized this trend and has found a way to create demand through advertising that has successfully drawn the consumer to their web site. This has enabled us to partner with FTD to fulfill the consumer need for a florist designed and delivered product, making this mutually beneficial.”nancy grieman, Richfield Floral & Gardens Inc., richfield, Mn

“We can directly contribute our successful Mother’s Day Week, to the Mercury X! From marketing directly to our customers through email blasts to handling a 700% increase in order processing, to getting my drivers out the door without a feeling of dread and finally handling delivery confirmations with ease. Mercury X has given our shop the confidence to go out and get the business and know that we are ready to handle it.”kym erickson, Soderberg's Floral, Minneapolis, Mn

26%increase year-over-year in u.s. consumer florist-

filled orders during 1st quarter 2010*

50%of FTD u.s. customers when offered the option upgrade their bouquets to “better” or “best”***

30%increase year-over-year in u.s. consumer florist-filled

orders during the valentine’s Day 2010 period**

increase in orders!

increase in orders!

upgrade!

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ftd® Mercury Messenger | August 2010 5

ToDayToday, FTD has revamped its signature black and gold branding and is focusing its marketing campaigns on celebrating the talent and artistry of FTD Florists. To assist FTD Member Florists in the industry’s highly competitive environment and challenging economic times, FTD has introduced various programs and services all aimed at helping FTD Florists increase revenues and reduce costs. Programs such as the FTD Luxury Collection and FTD Customer Choice provide florists with the opportunity to upsell the customer and significantly increase average order values. FTD is continuously enhancing Mercury Technology systems to offer florists state-of-the-art technology modules such as delivery and accounting integration, gift card options and marketing solutions to help streamline and advance their businesses.

celebraTIng 100 years oF FTD

1910s | 1920s | 1930s | 1940s | 1950s | 1960s | 1970s | 1980s | 1990s | 2000s | Today

On August 18, 1910, a group of forward-thinking florists met at the Society of American Florists (SAF) Convention in Rochester, NY and formed the country’s first flowers-by-wire service, Florists’ Telegraph Delivery Association (FTD).

In the beginning, FTD’s growth was slow, with only 200 Member Florists in 1914. The well-known FTD Mercury Man was int roduced in 19 12 , showcasing Mercury, the mythical messenger of the gods.

Floral shop advertising the newly developed “flowers-by-wire” service.

Billboard in Cleveland, OH.

FTD won a prize in 1933 for its first float entry in the rose Parade.

in a 1956 Ozzie and Harriet episode, Ozzie stopped in an FTD flower shop.

FTD News, the first monthly membership directory, was first published in the association’s own composing room.

Billboard was used to promote the sale of war bonds and flowers.

Cincinnati florist used a horse and buggy for delivery.

1920sIn 1920, FTD launched FTD News, the first monthly membership directory. On January 1, 1924, 3,000 FTD Member Florists were introduced to the FTD Clear inghouse, the f i rs t non-pro f i t in te rnat iona l clear inghouse operat ion in commercial history. The 1920s was a decade o f growth for FTD and saw the introduction of FTD’s first Publicity Bureau. The number of Member Florists exceeded 5,000 by the end of 1929.

1930sIn spite of the Great Depression, FTD cont inued i ts s t rong advertising campaigns in the 1930s with radio shows featuring celebrity endorsements from film stars such as Betty Davis and Jane Withers. FTD also entered its first prize winning float in the Rose Parade. As the 1930s closed, FTD had over 7,000 FTD Member Florists.

1940sAs the United States entered World War II in 1941, FTD Florists experienced a shortage of flowers, gas, tires and flower boxes. Many florists went back to horse-drawn carriages for delivery, and flower shops became sales offices for war bonds. In 1946, FTD launched the industry’s first test order program to assure quality and top performance from every FTD Florist. Also, in 1946, FTD

joined British Unit and Fleurop; the three groups later became known as Interflora, Inc. Membership grew to more than 8,650 FTD Florists at the close of 1949.

1950sThe 1950s was an era of aggressive marketing campaigns and more celebrity endorsements for FTD. With the introduction of television, FTD hit the airwaves with a winning float in the first televised Rose Parade. FTD was also featured on the Ozzie and Harriet show and had floral segments on the Today Show. FTD increased its print advertising campaign to 13 publications such as Better Homes and Gardens and Cosmopolitan featuring prominent entertainers including Elizabeth Taylor and Rosemary Clooney endorsing FTD flowers. In 1956, FTD changed its name to Florists’ Transworld Delivery to reflect the international partnership that was flourishing with Interflora Inc.

1960sFTD moved forward at a rapid pace in the 1960s with membership increasing from 8,000 to 12,000. In 1962, FTD introduced the first FTD Floral Selections Guide and was featured on the cover of Business Week for its aggressive marketing efforts.

Another innovation was the Test 90 Program, a three-month test of a privately leased te lephone wire system to send orders. Although it did not continue, Test 90 was the first step in the development of the Mercury Network.

1970sThe 1970s may have seen gas shortages, but there was no shortage of growth for FTD and FTD Florists. Along with increases in aggressive advertising campaigns and the introduction of our first nationally advertised holiday special (FTD LoveBundle) in 1971, FTD officially launched the Mercury Network on August 8, 1979. By November 1979, 6,500 consoles were delivered to FTD Members and transmitted more than 11,000 orders per day. At the end of the 1970s, membership was at 19,000.

1980sDuring the 1980s, FTD developed or obtained licenses for many famous new bouquet names (some that are still being merchandised by FTD today) including The FTD® Pick-Me-Up® Bouquet, The FTD® Big Hug Mug® Bouquet and The FTD® Birthday Party® Bouquet. In 1983, NFL Hall-of-Famer Merlin Olsen was introduced to members as the new FTD spokesperson; he was featured in advert is ing campaigns and appeared at various floral industry events. In 1985, FTD introduced our 1-800-SEND-FTD toll-free phone number. FTD introduced the industry’s first design and education team in 1988. FTD membership grew to over 20,000 by the end of the 1980s.

1990sFTD deve loped many new exciting business programs such as a telephone answering service (FTD Flowers All H o u r s ) a n d a custom website d e v e l o p m e n t and maintenance program (FTD Florists Online). Recognizing that technology was changing the way consumers shop, FTD created www.ftd.com in 1994 as another means to reach consumers seeking an alternative way to shop for flowers. In 1999, a portion of FTD (combining 1-800-SEND-FTD and www.ftd.com) became a publicly-traded company on NASDAQ.

2000sIn the 2000s, technology continued to change the floral industry as consumers looked for new, easier and quicker ways to shop. In addition, more and more competitors entered the gift-giving category. This forced FTD and FTD Florists to truly embrace technology, create alternative marketing solutions

and merchandise non-floral gift options to meet consumer demand. Thus, FTD Florists Online and Mercury Technology grew very rapidly and have become cr i t ical business functions for FTD Florists.

FTD’s founder and first president,

John A. Valentine.

FTD Clearinghouse Department in 1926.

The various events hosted by FTD allowed florists to network.

The FTD Mercury Man was featured in a 1969 TV commercial.

FTD was featured on the May 12, 1962 cover of

Business Week for the launch of the

first ever Floral selections Guide.

The FTD yO/M (young Owner/Manager) program was launched in 1976 as a way of educating newcomers to the industry.

The Pick-Me-up Bouquet was introduced at a press conference in New york in 1984.

in 1999, 1-800-seND-FTD and FTD.com became one publicly traded company on NAsDAQ.

in 1994, the late FTD Florist Brooke Jacobs founded FTD Good

Neighbor Day in Jackson, Ms.

FTD WebGifts program began in 2006 as inventory-free, risk-free way for florists to get into the gourmet gift business.

FTD’s state-of-the-art Mercury POs system streamlines business operations and can improve a shop’s efficiency.

FTD.com launched a mobile version of the web site in 2010 creating an additional way for consumers to purchase flowers.

FTD introduced its Mercury Network.

Mother’s Day print ad from 1938.

FTD's first logo, circa 1911

1910 2010

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ftd® Mercury Messenger | August 2010 7

FTD® MeMber awarDs FTD® FounDers club

congraTulaTIons To wInners oF The PresTIgIous

FTD annIVersary MeMber awarDs

In celebration of FTD’s 100th anniversary, FTD brought back the prestigious member awards for this special occasion. The criteria for the FTD Member Awards was based on key areas of FTD Florists' businesses, participation in the industry and innovative business building ideas. These exceptional award recipients set examples of leadership and innovation for the entire floral industry.

congraTulaTIons To The ftd founders club

As FTD celebrates its 100th Anniversary, we want to recognize FTD Members that have been with FTD for 90+ years.* These florists are now honorary members of the FTD Founders Club. Thank you to these members for their partnership with FTD and their commitment to the floral industry.

ftd Industry servIce AwArd The FTD Industry Service Award recipient conducts regular efforts in and out of their shop to serve the floral industry. This FTD Member continues to apply time and effort to the floral industry in order to educate their fellow florists and increase growth on a shop and industry level.

“Flowers for Kids is the best program available to florists to promote, educate and cultivate future flower buyers,” said Stacey Cofka from A Blossom Shop. “It is also very rewarding to see kids get excited about making their own floral bouquets to take home. I am truly honored to receive this award and will continue to promote our industry one flower bouquet at a time!”

Stacey grew up in the business working alongside her parents. She purchased one of her parent’s shops in 2004 and continues to grow her business. In 2007, Stacey became involved with the Flowers For Kids program. She volunteers her time by

visiting schools, scout troops, libraries and civic groups teaching about proper flower care as well as bouquet making. She has taught over 3,000 children and adults about flowers and the importance of giving flowers.

ftd John A. vAlentIne AwArdNamed for the founder of FTD, the recipient of the John A. Valentine Award is a deserving individual who demonstrates outstanding achievement in the floral industry and involvement in civic and charitable activities in their local community.

“The John A. Valentine award is such an honor to receive and very exciting,” said Janet Lye from Tidy's Flowers. “I appreciate the confidence FTD has in me and the part I play in this great industry.”

Janet is the President and COO of Tidy’s Flowers, a shop that has served the Toronto area for over 130 years. She is a second generation owner, taking the reins from her father 20 years ago. Janet is an active participant in the Great Lakes Group, a member of the FTD Advisory Board, a Top 100 FTD Member and the recipient of the Harry Cholakis Award. Janet recognizes the importance of a strong community as she has

donated to the Toronto Star Fresh Air Fund, which sends children to camp who could not otherwise attend, for the past 17 years. She has also generously donated to The Kawartha Rotary Gift Auction year after year.

ftd lIfetIme AchIevement AwArdThis FTD honorary award recognizes an FTD Member who has continued the path of growth and service for 50 years or more.

“It is such a great feeling to be honored by such a great organization that we have been a part of for so long,” stated Elnora Leyes from Janesville Floral Company. “I am so happy to get this award.”

Janesville Floral Company has been FTD only since 1915 and Elnora has been with the business since 1947. Janesville Floral Company is one of the oldest retail floral businesses in the U.S., dating back to 1893 when brothers Fred and George Rentschler started the business. Richard and Elnora Leyes were hired in 1947 to manage the business, and purchased it in 1951. Elnora’s passion and energy for her business is still as strong today as it was when she started. She is still involved in the day-to-day operations of the shop and has the amazing ability to add up five column figures in her head. Elnora’s love for this industry, her customers and her community, along with her keen eye for design and her business-savvy, have been vital to the success of Janesville Floral Company.

vIrgInIA greenhouse And florAl co. — 1920 Virginia Greenhouse and Floral Co. located in Virginia, MN, was started in 1904 by Alfred Johnson. He saw the importance of being united with a network of professional florists that would allow him to provide extended service to his customers and his community so he joined FTD in 1920. His daughter and current owner, Marie Ralston, has chosen to maintain her relationship with FTD because of its consistent commitment to high quality, its progressive attitude towards ever-changing industry standards and its solid position at the forefront of the industry. Technology advancements, worldwide connection and stringent quality control have made FTD the premier wire service that it is today. "In this crazy dot-com world, FTD continues to be the leader with valuable marketing and management tools for even a small shop like Virginia Greenhouse and Floral Co. We are proud to be a member for 90 continuous years," said owner Mary Rolston.

Janesville Floral Company was founded in 1893 and has been FTD-only since 1915. In its early years, Janesville Floral Co. was both a retail and wholesale with a number of greenhouses, a nursery and a floral operation. Ice-cooled flowers were delivered to local customers by horse and buggy and distant and rural areas were serviced by railroad delivery. In December 1927, an elaborate new retail store complete with a conservatory, opened to better serve the public. In 1949, Elnora and Richard Leyes were hired as managers, and in 1951, they purchased the business. In 1976, they opened a lovely new floral shop at its current location in a historic district across from the local hospital. Janesville Floral Co. is owned by the Leyes family. It is a high-quality, full-service retail florist operation, and does business in accordance with its motto, “Straight to One’s Heart…Since 1893.”

Charleston Cut Flower Company, located in Charleston, WV, started in 1903 as greenhouses and a retail shop. As a result of urban renewal projects, the shop was forced to move to its current location in 1963 from its original downtown location. The shop’s ownership is under its fourth generation of family management and ownership.

Charleston Cut Flower Company is pleased with their long-standing relationship with FTD. “For us, FTD’s excellent brand reputation has been nothing but positive for the business. The quality of products associated with the FTD name helps instill trust in customers that they will be dealing with a reputable and trust-worthy floral shop,” stated owner Joe Gregg.

Dobbie's Florist is celebrating 90 years with FTD this year and was established in 1888. The shop is Niagara Falls' oldest florist and is owned by its original family for four generations now.

John Dobbie immigrated from Airdrie, Scotland, in 1869 and built his first greenhouse in 1888 on property directly across from Dobbie's Florist’s present location. The business grew quickly and John had to expand the greenhouses as the shop grew their own flowers in those days. Deliveries were done by horse and wagon except during the winter when they were done by sleigh with warm bricks and newspaper to keep the flowers from freezing.

Dobbie's Florist served the Niagara Peninsula from Fort Erie to Niagara and as far as Buffalo and even Rochester, NY. John Dobbie's daughter Eva Dobbie Vandersluys took over the flower shop in 1918 and joined FTD in 1920. John Vandersluys, Eva's son, took over Dobbie's Florist after World War II making him the third generation owner. In 1986, Bruce and Brenda Vandersluys took over the business from his father and have been running Dobbie's Florist for the last 24 years. Bruce’s sons Patrick and Matthew Vandersluys also help out at Dobbie's Florist keeping the tradition going for five generations.

ftd mArketIng AwArd

The FTD Marketing Award recipient has displayed success in marketing efforts to be used as an example to all FTD Members.

“I am so happy to have won this award after a year of long hours and a lot of hard work,” said Lisa Fede from Fruits & Flowers at Caterina's. “To be recognized by winning this award makes it all worth it. It means so much that my daughter nominated me and recognizes all the hard work that has gone into our goal of being the Best in Bridgeport.”

Lisa started working in her family’s flower shop in 1982. She purchased the shop from her mom in 2002 and now runs the largest flower shop in Bridgeport, CT. Lisa has tried various marketing vehicles to promote her business and has recently tested Twitter and Facebook, whichv have generated much success. Her marketing efforts have increased her shop’s revenues by 25% in one year. Lisa actively promotes her shop through Constant Contact and direct mail. She has the Mercury X system and sends emails regularly to promote special sales, monthly events and reminders for birthdays, anniversaries and other special occasions. Last year, Lisa participated in FTD Good Neighbor Day and handed out over 8,000 roses and raised more than $1,000 and more than 100 bags of food for a rescue mission.

chArleston cut flower compAny — 1913

dobbIe's florIst — 1920

Dobbie's Florist original store

Alfred Johnson

Janesville Floral Company original

Janet Lye from Tidy’s Flowers located in Toronto, ON, recipient of the 2010 FTD John A. Valentine Award.

Lisa Fede from Fruits & Flowers at Caterina’s located in Bridgeport, CT, recipient of the 2010 FTD Marketing Award.

stacey Cofka from A Blossom shop located in Bayville, NJ, recipient of the 2010 FTD industry service Award.

elnora Leyes from Janesville Floral Company located in Janesville, Wi, recipient of the 2010 Lifetime Achievement Award.

(Above) Old storefront window of Charleston Cut Flower Company (Left) Current storefront of Charleston Cut Flower Company

JAnesvIlle florAl compAny — 1915

FTD FOUNDERS CLUB MEMBERSimlay Florists inc., Zanesville, OH - 98 yearsButz Flowers, New Castle, PA - 98 yearsJoseph Thomas Flower shop, Greensburg, PA - 97 yearsCharleston Cut Flower Company, Charleston, WV - 97 yearsHaentze Floral & Greenhouses on the Avenue, Fond du Lac, WI - 97 yearsLa Crosse Floral shop, La Crosse, WI - 96 yearsJanesville Floral Company, Janesville, WI - 95 yearssmith Floral & Greenhouses, Lansing, MI - 94 yearsellis Floral Co., Bloomington, IN - 94 yearsschroeder's Flowerland, Green Bay, WI - 93 yearsFisher Florist Corp., New London, CT - 93 yearsshotwell Floral & Greenhouses, Fargo, ND - 92 yearsWasserman's Flower & Gift shop, Muskegon, MI - 92 yearsDoebel's Flowers & Greenhouses, Clyde, OH - 92 yearsDawson Florist inc., Willimantic, CT - 91 yearsGraham Florist & Greenhouses, Bradford, PA - 91 yearsCossairt Florist, LLC, Shelbyville, IN - 91 yearsWeber's Florist & Gifts inc., Ironton, OH - 91 yearsWashington Florist, inc., Newark, NJ - 91 yearsDe Muth Florist, inc., Connellsville, PA - 91 yearsDillon's, ralph, Flowers, Bloomosberg, PA - 91 yearsschmidt's Flowers, Bristol, PA - 91 yearsWelke's House of roses, Milwaukee, WI - 91 yearsOrmistons Florist, Winnipeg, MB - 91 yearsKaden The Florist & Greenhouses, Gainesville, TX - 90 yearsMills The Florist, Palo Alto, CA - 90 yearsBurns Florist, San Rafael, CA - 90 yearsVirginia Floral Co., Virginia, MN - 90 yearsDobbie's Florist, Limited, Niagara Falls, ON - 90 years

*NOTE: Due to the many changes in record keeping over the years, we apologize for any shops that may have been inadvertently omitted. If your shop should appear on this list, please let us know by mail with documentation of your membership date.

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ftd® – the flower experts™8

®

ftd® Mercury Messenger | August 2010 9

FTD eDucaTIon coluMn FTD® FlorIsTs In The news

evenTs calenDar

celebraTIng your shoP's annIVersary In sTyle

FTD® FlorIsTs In The news

augusT 6-8, 2010 tennessee state florists’ Association convention Franklin Marriott Cool Springs • Franklin, TN featured ftd design program: “gorgeous gladiolus grace your wedding day” presented by ftd design Instructor John Klingel AAf, AIfd, cfd, pfcI

augusT 6-8, 2010 westexas new mexico florist Association convention Overton Hotel & Conference Center • Lubbock, TX featured ftd design program: “flowers for a new generation” presented by ftd design Instructor Kristine Kratt AIfd, cfd

augusT 13-15, 2010 north carolina state florists Association convention Embassy Suites Greensboro – Airport • Greensboro, NC featured ftd design program: “trends twenty ten + eleven” presented by ftd design Instructor Keith white AIfd, cfd

augusT 20-22, 2010 Arkansas florists Association convention Hot Springs Convention Center • Hot Springs, AR featured ftd design program: “Building Blocks of design” presented by ftd design Instructor Kristine Kratt AIfd, cfd

augusT 27-29, 2010 southern retail florist Association convention Concord Convention Center • Concord, NC

sepTember 10-12, 2010 Alabama state florists Association convention Lake Guntersville State Lodge • Guntersville, AL featured ftd design program: “desIgn-ed 2 $ell” presented by ftd design Instructor tina stoecker AAf, AIfd, cfd, pfcI

sepTember 11-12, 2010 north dakota state florists Association convention Grand International • Minot, ND featured ftd design program: “weddings with style” presented by ftd design Instructor Ian prosser AAf, AIfd, cfd, ndsf, pfcI

sepTember 17-19, 2010 Iowa florists’ Association convention Iowa Speedway • Newton, IA featured ftd design program: “the smart designer” presented by ftd design Instructor Ann Jordan AAf, AIfd, cfd, mmfd

sepTember 17-19, 2010 ozark florist Association convention Holiday Inn Joplin • Joplin, MO featured ftd design program: “fabulous centerpieces” presented by ftd design Instructor deborah de la flor AIfd, cfd, pfcI

sepTember 22-25, 2010 society of American florists Annual convention Omni Championsgate • Orlando, FL

sepTember 24-26, 2010 new mexico state florist Association convention Holiday Inn Airport • El Paso, TX featured ftd design program: “weddings from A to Z” presented by ftd design Instructor deborah de la flor AIfd, cfd, pfcI

sepTember 25-26, 2010 maine florists’ Association convention Augusta Civic Center • Augusta, ME

ocTober 8-10, 2010 montana florists Association convention Hilton Garden Inn Missoula • Missoula, MT

ocTober 9-10, 2010 calif flora 2010 San Francisco Flower Mart • San Francisco, CA

ocTober 9-10, 2010 minnesota state florist Association convention Hennepin Technical College • Brooklyn Park, MN featured ftd design program: “A celebration of life: today’s sympathy flowers” presented by ftd design Instructor Keith white AIfd, cfd

ocTober 24, 2010 connecticut florists Association “Achieving florist success” show Fantasia Banquet Facilities • North Haven, CT featured ftd design program: “reality florist: can you cope in today’s world?” presented by ftd design Instructor Jeff corbin AAf, AIfd, cfd, pfcI

Just as in our personal l ives , milestones are to be a joyous celebratory occasion; and what bet ter way to ce lebrate than with a party, of course! These d a y s b u s i n e s s e s t h a t h a v e longevity should most certainly celebrate every milestone that your company achieves.

In most situations, not only will your customers appreciate it, but you can attract positive press from the celebration event via your local media. In this instance, not only will you be celebrating the

anniversary of your business, but using it as an advertising tool to create a buzz about who you are and what you do.

have a parTYWe wanted to make a statement within our community, so we had a party to show the creativity and the capabilit ies of our business. In saying that , my shop Botanica international Design studio located in Tampa, FL , ce lebra ted 20 years in business a couple years ago. This would be the time to pull in any favors because you want to have the maximum effect on a minimal dollar. Now don’t be misled as you sti ll will incur some costs, as we did with various items; however we set a budget and were able to barter some services that vendors did not offer complimentary.

What we chose to do was partner with some local businesses that we regularly work with or recommend and sold it to them as "showcasing their product or service" at our celebration. A big selling point was exposing them to our clientele which includes the movers and shakers in town that have the capability of using their services. So even though they were helping us, we in turn, were helping them by introducing them to new clientele. We also personally recognized them at the event and included their logo on beautiful signage. The event was covered by the local newspaper, which also included their company names.

keep Your logo FronT anD cenTerThe inspirat ion for the décor for our event was taken from our logo – which is a chartreuse green cymbidium o rc h i d w i t h o u r n a m e w r i t t e n i n c h o c o l a t e b r o w n

writing. To maximize space, we erected a tent to cover our parking lot. We chose to do a chartreuse green, white and chocolate 60s disco lounge theme. We constructed ourselves a fourteen square foot bar and covered it in chartreuse green sparkly fabric to create an open square and the major focal point for our event. In the center of the bar, we constructed a five square foot stage over which we had suspended a “cage” made out of white dendrobium orchid stands complete with live gogo dancers inside and live DJ music.

Along the perimeter of the tent, we hung opalescent beaded curtains as well as some fabric draping to finish the look. We incorporated white lounge furniture groupings as well as cocktail tables with table cloths of opalescent palettes.

branDing WiTh FlairThe cardinal rule of advertising is, it’s all about marketing,

packaging and branding. Anything that leaves your shop or studio should have your logo and

branding on it . So besides great décor and flowers, our main focus was details,

details, details.

We bought a remnant of white carpet and created a stenci l

templa te o f our logo. Wi th Design Master® paints , we painted the logo onto the carpet, which created the first impression as people arrived at the party. The entrance to the tent was created by two large arrangements of Manzanita branches covered in green cymbidium blossoms

to give the illusion of blooming branches.

Our logo was used throughout the entire evening and event. We

served two signature cocktails that were both in our company colors of

course – featuring a garnish of a floating miniature green cymbidium orchid. The wait

staff wore chartreuse green ties, and a butler passed chartreuse green glittered bon bons, cocktail

napkins featuring our logo and chartreuse green Koozies with our logo on the front for cold drinks.

The feedback we received from the guests in attendance was overwhelming. They had never been to a party where so much thought and detail was put into every aspect of the event. So just like a wedding in our own business, the success of a party is in the visual impact and the details. We had achieved our goal of showcasing our business and using this as a huge marketing vehicle. So when planning your own celebration, think outside of the box… think impact and think brand recognition.

FTD is very proud to honor Tina Stocker AAF, AIFD, CFD, PFCI, one of its prestigious FTD Education Team design instructors, who received special recognition at the 2010 AIFD National Symposium. Tina was honored as her tenure concluded as the President of AIFD. Tina has been involved with AIFD since 1990 and has held various roles within the organization. Congratulations to Tina on a great year and for

her significant accomplishments within AIFD and the floral industry.

FTD also supported the AIFD National Symposium as a Gold Elite Partner. FTD has been participating and sponsoring this prestigious event for nearly 25 years. Every year, AIFD’s National Symposium features programs by the floral industry’s best and brightest showcasing the latest trends.

By Ian Prosser AAF, AIFD, CFD, NDSF, PFCI.

FTD DesIgn InsTrucTor celebraTeD aT aIFD naTIonal syMPosIuM

Kamloops Florist Ltd. located in Kamloops, BC, celebrated its 30th Anniversary on May 3, 2010. The business was started by Nancy Mackinnon and her partner at the time Doris Rickey. "We have been at the same location the whole thirty years," explains Nancy. "It doesn't seem like it has been 30 years, maybe ten or fifteen. When we first opened here it was a blank slate, no paint or anything, just bare walls. We had lots of help from friends and family who helped get it going."

Nancy, who has always been known for great flowers and wonderful customer service, is extremely grateful for all the love and support she has received through the years. She has seen hundreds of businesses open and close around her and wishes she had kept

track of them all. Not one to dwell on the past, the flower shop is continuously growing and changing with the times, and all the staff there pride themselves on continuous education and keeping up on the trends of today, tomorrow and the past.

One of the highlights of turning thirty for Nancy and her crew is that they are now embarking on a new generation. Customers whose weddings they did thirty years ago are now starting to come back for flowers for their kids' weddings. Still in love with flowers as much if not more, Nancy loves to help this second generation out and loves to see how her customers' families have grown and flourished.

Nancy has also seen technology impact her business and life in different ways over the last three decades. "Things have definitely changed," finishes Nancy. "We now have cell phones. In the old days things took longer and delivery was a more arduous job. Now our delivery driver can call into the office and call ahead for deliveries. A lot of people do not answer their door anymore as well. We have to call from the driveway quite often to get someone to answer their door. As well as cell phones, computers have impacted us as well. We moved to a computer based system seven years ago. It makes it a lot easier to track orders, look up history and route our deliveries."

There is a reason Kamloops Florist Ltd. has lasted and flourished over the last thirty years, and it doesn't all have to do with their quality flowers. Their superior customer service, knowledge, and outreach into the community will guarantee that Kamloops Florist will be here to celebrate their 50 year anniversary.

brITIsh coluMbIa FlorIsT eMbraces change

mIssourI florIst celebrAtes 20th AnnIversAry

ed sapp Floral Company and Greenhouse located in Waycross, GA, received its 50 year FTD plaque. Pictured is owner Paul Walker.

FTD Field Business Consultant Tammy Sablic, owner Nancy Mackinnon and FTD Field Business Consultant Lisa Warren.

Booth House of Flowers, located in Stratford, CT, celebrated new ownership. Pictured here is owner Alice Arcuri and her family along with the town’s mayor James Miron.

Mark Knox Flowerland, located in Odessa, TX, celebrated its 50th Anniversary this year. Pictured from left to right: FTD Regional Vice President Ed Cronin and owners Jane and Mark Knox.

The Flower shoppe in Whaton, TX, celebrated its 25th Anniversary this year. Pictured from left to right: FTD Field Business Consultant Joe Arbona and owner Karen Vacek-Machann receiving her FTD anniversary plaque.

D and L Florist, located in Houston, MO, owner Shari McCallister (left) celebrated the shop’s 20th anniversary which included a prize wheel, cake and a ribbon cutting ceremony. The ribbon cutting ceremony was hosted by the Houston Chamber of Commerce.

Georama Flowers, located in Nelson, BC, celebrated their 40th Anniversary this year. Pictured from left to right: Head Floral Designer Sue Marisco, Manager Imelda Grypma and FTD Field Business Consultant Lisa Warren.

Tina Stoecker AAF, AIFD, CFL, PFCI, FTD Design Instructor and owner of Designs of the Times in Melbourne, FL.

stage with gogo dancers

A10-01589_Aug_Newsletter.indd 8-9 7/26/2010 3:40:57 PM

ftd® – the flower experts™10

®

ftd® Mercury Messenger | August 2010 11

FTD® Focus

FTD’s flagship floral business solution, FTD Mercury X2, continues to help florists improve shop workflow and automate business activities. Powerful enhancements in this release can significantly help you run your shop efficiently, enabling you to focus on your customers.

“When we started designing FTD Mercury X2, we wanted to ensure that customers would find new and compelling features that could make running their shop much easier from a technology standpoint,” said Eric Hudgens, Vice President of Mercury Technology. “The depth and breadth of the functionality in this release shows our commitment to providing the best customer service and user experience tools to our florists.”

One feature that has been optimized in this release is Mercury Delivery. With the help of our Technology Advisory Board and beta customers, FTD has made vast improvements in usability, including maximizing screen real estate and allowing screen customization, giving you the flexibility to view just the important information you need to see at any given time. New functionality has been added to routing and mapping, making it even easier to route previously delivered orders, add non-floral delivery stops to routes and map destinations not yet available in postal service databases.

FTD Mercury X2 also includes features that help you keep track of who’s doing what in your business. Using Audit Trail, you can require your employees to reenter their user names and passwords when performing critical tasks — such as when they issue refunds or change customer information. The record of what was changed is stored in Order Life Cycle and Customer Life Cycle, enabling you to quickly track down the responsible party.

Another important feature of FTD Mercury X2 is that it is Payment Application Data Security Standard (PA-DSS) compliant, which can assist in making your shop Payment Card Industry (PCI) compliant. Many of the new features included in this release are designed to keep customer credit card information safe, including Audit Trail, Order Life Cycle and Customer Life Cycle. All of this provides you with the security and peace of mind you need when running your business.

Mercury Dashboard has also been redesigned from the ground up to provide you with not only overview information but also the ability to drill down deeper so that you can catch minor issues before they become major problems. The new Mercury Messages indicator also provides you valuable feedback by flashing to remind you that your incoming orders need handling.

Other improvements include the ability to see and print all abbreviation codes from Order Entry or Point of Sale, the inclusion of Funeral Log service dates, enhanced bar code support in Design Center and Mercury Delivery, and support for French invoices, worksheets, trifold cards, statements and Point of Sale receipts.

FTD Mercury X2 is a free software upgrade for current FTD Mercury customers. If you are not currently using FTD Mercury and would like more information, please contact FTD Technology Sales by calling 1-800-767-3222 or emailing TechSales@ftdi.com.

InTroDucIng Mercury connecT The revolutionary Point of sale solution from FTD

• The proven power of FTD Mercury

• The flexibility of cloud computing

• The ease of using your existing computer

To learn more, please contact FTD Technology Sales by calling 1-800-767-3222 or emailing TechSales@ftdi.com.

FTD announces 16Th annual FTD® gooD neIghbor Day®

FTD MERCuRy X2InDusTry-leaDIng Technology

Your Imprint Here1234 Main Street

Downers Grove, IL 123451-800-123-4567

www.yourwebsitehere.com

Your Imprint Here1234 Main StreetDowners Grove, IL 123451-800-123-4567www.yourwebsitehere.com

The 16th Annual FTD® Good Neighbor Day® event will take place on Wednesday, September 1. The premise of FTD Good Neighbor Day is simple: florists give every customer a free bouquet of a dozen flowers and ask them to keep one for themselves and give the 11 others away to 11 different individuals. The goal of this one-day event is for FTD Florists to spread goodwill throughout their community and

help brighten their local residents’ day with flowers.

FTD Good Neighbor Day is a great way your shop can host a low-cost event and bring attention to your business.

FTD Florists across the U.S. and Canada are highly encouraged to secure sponsors and philanthropic relationships to increase exposure for local FTD Good Neighbor Day events. Partnerships with community organizations can help increase the media interest and positive impact from the event, as well as offset the cost and labor efforts. Goodwill efforts such as blood drives and food or clothing collections are commonly held in conjunction with FTD Good Neighbor Day.

2011 FTD wall calenDar anD DaTe bookBuy your 2011 FTD calendars now. FTD is offering no payments on the calendars until September 2010 so order today! Quantities are limited.

Call FTD Marketplace at 800-767-4000.

buy The FTD 2010 Fall anD wInTer collecTIon now!Call FTD Marketplace today at 800-767-4000 for complete details on pricing, shipping and special offers.

A Floral Selections Guide (FSG) Update will arrive in FTD shops in August that includes beautiful imagery of FTD Exclusive bouquets and seasonal bouquets for florists to use as an effective sales tool with customers. Almost every new bouquet offers a Good, Better, Best option to help florists increase their order values. The new FSG update is a benefit of membership.

The FSG Update will arrive in your large black and gold POP Kit. Look for your FREE FTD logo window decal within the kit too!

Contact your FTD Marketplace Representative at 800-767-4000 regarding more information about these exquisite new bouquets.

FTD unVeIls new Floral selecTIons guIDe uPDaTe

The FTD® you're special™ Bouquet - F1 The FTD® season's Greetings™ Bouquet - C4

Delmar Florist, Delmar, Ny Netzer's Bemidji Floral, Bemidji, MN

Fruits and Flowers, Bridgeport, CT

Annell's Flower shop, Cairo, GA

Verl's Creation, Dallas, TX

Here Are sOMe suGGesTiONs FOr PArTNeriNG WiTH A NON-PrOFiT GrOuP, A LOCAL BusiNess Or A COMMuNiTy OrGANiZATiON:

• If you’re a member of a local civic organization like the Jaycees, Jaycettes, Kiwanis Club or Rotary Club, be sure to attend your group’s next meeting and ask for financial or volunteer assistance, stressing the benefits to the community.

• Contact local philanthropic organizations such as the American Red Cross, Salvation Army or any local food or clothing collectors. Community members can make a donation to the non-profit group in exchange for flowers.

• Check with your local hospital and see if they have organizations that will lend assistance.

• The Children’s Miracle Network (CMN) and affiliated children’s hospitals may be a good partner for this event. Contact your local children’s hospital to ask for volunteer assistance for the event in exchange for accepting donations in your store on behalf of CMN.

• Contact a business located near your shop for a financial donation in exchange for inclusion in your advertising.

• Attend your local Chamber of Commerce meeting and ask the group or individuals to help your business prepare for FTD Good Neighbor Day. When partnering with a local business or community organization, make sure that they have the same neighborly philosophy toward FTD Good Neighbor Day as you and your employees do. Make sure that they see the event as an opportunity to build their business and spread kindness and goodwill throughout your community.

FTD Members who are interested in participating in Good Neighbor Day can receive their free FTD Good Neighbor Day marketing kit online at FTDi.com.

Tell us your shop is participating in FTD Good Neighbor Day at www.FTDi.com/pr/gnd.

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