American Florists Marketing Council

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FLOWER GROWERS ASSOCIATION, INC. ~\ 901 Sherman Street • Suite 1410 • Denver, Colorado 80203 • 623-8031

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Mr. Dick Kingman Executive Director Colorado Flower Growers

Association, Inc. 901 Sherman Street Suite 1410 Denver, Colorado 80203 Dear Dick: June 1, 1970

Your May 26th letter addressed to John Walker contains exciting news! We are delighted with the step that members of CFGA have taken, and I know the Marketing Council Committee will be pleased when they learn of this action.

As I understand it, the wholesale houses in Colorado will continue to deduct ~ of 1% from their growers for AFMC, and CFGA will forward a check to AFMC each month equalling the same amount as that deducted by their wholesalers---thus equalling the whole AFMC investment on the part of all your members. This is a very imaginative way to bring most of Colorado1

s producers into full participation in the new marketing pro-gram, and once again Colorado has demonstrated a kind of leadership which will guide our industry elsewhere.

With your permission, we intend to publicize the action you have taken as broadly as possible in hopes that there are many others that may follow the example you have set. With this thought in mind, would it be possible for you to set up a photograph with some of the key people involved in this CFGA action for our use? Naturally, we will be delighted to cover any cost involved. We would plan to use the photograph and a story in our own publi-cations as well as in a release to be sent to the trade press. Also, it would bffvery helpful for u~ have a sentence or two from some 9f your leadership expressing reasons why tne Assoclation has taken this dramatic step. Do you think this can be arranged?

One thing more, Dick. We need to know precisely who is involved in the investment being made through the CFGA so they can be listed in membership lists which we will be publishing later on. We also need to know what signficant operations in Colorado are not included -- so we can approach

(3)

The AFMC is supported by:

Florafax Delivery, Inc. • Flowers CallC!da • Florists' Transworld Delivery Assoc. • Roses, Inc. • The Society of American Florists • Teleflora, Inc. • Whole-sale Florists & Florist Suppliers of America, Inc. and operates under the administrative supervision of SAF.

William C. Sieck, Chairman Claymore C. Sieck Company 311 East Chase Street Baltimore, Maryland 212D2 Fred Flipse Exotic Gardens 4800 Biscayne Boulevard Miami, Florida 33137 Past President

Florists' Transworld Delivery Assn.

Donald E. Hook

Pittsburgh Cut Flower Company 1901Liberty Avenue

Pittsburgh, Pennsylvania 15222 Charles G. Johnston

Teleflora Delivery Service Inc. 900 North Sepulveda Boulevard El Segundo, California 90245

Paul R. Kirk, Sr. G. R. Kirk Company 615 East Pioneer Avenue Puyallup, Washington 98371 Richard V. Mikesell Joseph H. Hill Company 2700 Peacock Road Richmond, Indiana 47374

Arthur Rosacker, Jr. Floral Acres, Inc. Box 340

Delray B'each, Florida 33444 Kenneth F. Short

Florafax Delivery, Inc. Box 9 Leachville, Arkansas 72438 Roger Weakland R. L. Weakland, Inc. 2840 Perry Street Denver, Colorado 80212 Paul Dawson Director of Marketing

(4)

Letter to Mr. Dick Kingman con't. June 1, 1970 Page 2

them separately for their support. Can you help us with this information?

Again, let me express the deepest appreciation of all of us

in-volved in AFMC, not only for the financial support represented in the decision you have made, which is most important, but for the leadership which your action represents, which is certain to make an enormous impact on the success of this program.

r·s~

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Dawson

Director of Marketing

(5)

July, 1970

.01111 ,I,OIT I

o AS1o.Jo!)

tEOB-&S:e •

i

0

co'i

:X:d'&,·~~o

s Astf

1!\&

~-ot\.~

ich

rep

esents

ap

roximately 90';'

~f

the

carnation

bloor

•• s gr wn

£'". •

mar-k-t d in

the sate expended approximately

50?'

of

..

,

jts

budget

in

the

last fiscal

year

on

advertising Colora

o

Carnations.

Thi

arn-:>unted

to about

$145

,

000 .

{

As

over

the

past

twenty years,

the

bulk

of

this

advertis-ing

money

is

spent

on sh.lter

magazines

in

n

appeal

to

sell

the

only

trade~arked

flower in the

w~rld

to

the

con-sumer.

The

advertising

done

by

the

association is

a

sup-plem

nt

to

the

mark

ting

done

by the

seven

wholesale

houses

in

Co

rado who

sul])port

the

association

tnroug1 their

gr::>w-ers.

Last

year

approx

in:t

tely

5% was spent

on

trade

adver-tising

in

an effort t

o

al directly to

ur

customers,

the

ret

il

florists.

In th

future,

we

ntici

ate

we

will continu to do nation

·-al

adv

rtising

and

trengthen

our trade

and

cial

adver-tising.

In

establishing our

budgets for

the

year,

"'Jle

have

increased

ti1e total allocation for advertising

.

We

cooperate

with

natio~al gr~ups

in

a

matching fund

basis

and

p

rticipate with

local

organizations

by

providing

:funds

for

t1em

to ar.atch in

billboard

,

radio, and

TV

advertisincr.

_I_., _.

The

$4000

we received

fro

the State of Colorado

Promoti~nal

Fund

was expended

through our agency, Broyles, Allebaugh

&

Davis for partial

payment

of national advertising space.

We

are

of

the opinion

this

was money well spent not only

advertise Colorado Carnations byt tile State

of

Colorado as

well.

(6)

FLOWER GROWERS ASSOCIATION, INC. 901 Sherman Street Suite 1410 Denver, Colorado 80203 623-8031

(7)

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T

RB9WERS

ASSOCIATION, INC.

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901 Sherman Street • Suite 1410 • Denver, Colorado 80203 • 623-8031

~·

8.2 million

square

feet

of

greenhouse

in

Co

lorado (all

flo'\'lers)

.-~"''·

~

__.,.,

tsoo

plus employees in industry

i/

\'1/

1

t

I •

\

,

l

'

200 individual

gro\'V'ers (

fam

ily operations)

I

Industry represents 30

million doll

ar

investmen

t

Raise

approximately

150 million

blooms

per year

Reali

ze

15 million

dollars

in income per

year

f

rom busines

s

6.5 million

dollar

payroll

STATEMENT

80% of

the flowers grown in

Colorado are Car

nat

ions, and

since the imports

now

coming

into

the southern markets

are

carnations

,

this directly effects

· the colorad

o

carnati~n

industry

' ¥

,

f

{

·-'

(8)

CoLORADO FLOWER GROWERS AssociATION, INC. 901 Sherman Street • Suite 1410 • Denver, Colorado 80203 • 623-8031

Mr. Paul Dawson

American Florists Marketing Council

901 North Washington Street

Alexandria, Virginia

22314

Our check is enclosed in the amoun·t of

$4,217.76

for members of Colorado Flower Growers Ass ciation

as listed below:

Associated

lori s, Inc.

grower~

-June,

July, Aug.

Colorado Floral Products, Inc., growers

-June,

July

Davis Brothers

~nolesale

Florists

growers

-June, July, Aug.

Denver Wholesale Florists growers - June, July, Aug.

Pikes Peak Greenhouses, Inc. growers -June, July, Aug.

Dick Kingman

Executive Director

DK/ajb

(9)

Mr. Dick Kingman

Colorado Flower Growers Association, Inc. 2785 North Speer Boulevard

Suite 230

Denver, Colorado 80211 Dear Dick:

ameJtiOOn

~tti£tf.

matt{Qetmg cOWtCiQ

October 6, 1970

Your letter and check for Colorado Flower Growers Association members' AFMC investments for June, July, and August has arrived here and we wish

to thank you all, again, for the enthusiastic support you are giving to this important marketing program.

Thanks to firms in our industry like your members,the national advertising effort gets underway on a major scale starting this November 3. You will be getting all the details in one way or another, but I am enclosing a copy of a press release on the subject to give you some advance informa-tion.

We have great times ahead and I look forward to enjoying them with you.

PD/dh Enclosure

Copies to: Robert A. Briggs, Jr. Floyd Hill J. R. Davis 0. Ben Haley Chuck Haley Chuck Boomer Best wishes,

~

(10)

Florafax Delivery, Inc. • Flowers Canada • Florists' Transworld Delivery Assoc. • Roses,' Inc. • The Society of' American Florists • Teleflora, Inc. • Whole-sale Florists & Florist Suppliers of America, Inc. and operates under the administrative supervision of SAF.

William C. Sieck, Chairman Claymore C. Sieck Company 311 East Chase Street Baltimore, Maryland 21202 Fred Flipse Exotic Gardens 4800 Biscayne Boulevard Miami, Florida 33137 Past President

Donald E. Hook

Pittsburgh Cut Flower Company 1901 Liberty Avenue

Pittsburgh, Pennsylvania 15222 Charles G. Johnston

Paul R. Kirk, Sr.

G. R. Kirk Company 615 East Pioneer Avenue Puyallup, Washington 98371 Richard V. Mikesell

Joseph H. Hill Company 2700 Peacock Road Richmond, Indiana 47374

Arthur Rosacker, Jr.· Floral Acres, Inc. Box 340

Delray Beach, Florida 33444 Kenneth F. Short

Florafax Delivery, Inc.

Box 9 Leachville, Arkansas 72438 Roger Weakland R. L. Weakland, Inc. 2840 Perry Street Denver, Colorado 80212 Paul Dawson Director of Marketing

(11)

OUR WHOLE INDUSTRY

IS TOGETHER

IN AFMC NOW

TO PUT

MORE MONEY

INTO YOUR POCKET!

Ninety-eight million adult flower sales impressions are the outcome of AFMC's national network television .advertising campaign this November and December on the "ABC-TV Frank Reynolds and Howard K. Smith Evening News Show. '' And that's just the beginning -- with more in store next year!

AFMC' s advertising theme: "Brighten Your World With Flowers. 11 _{Bad news,}

bad smells, bad sights and bad sounds characterize our polluted, over-technologized life style of the '70's. AFMC believes that its message, "Brighten Your World

With Flowers, '' is one solution to pollution -- and a genuine incentive to buy flowers! For more details on the most exciting flower sales promotion campaign in the history of our industry since ''Say It With Flowers, 11 _{read on . . .}

The AFMC is supported by,

Floraf_ax Delivery, _Inc · Flowers Canada · Florists' Transworld Delivery Assoc. · Roses, Inc. · The Society of American Florists · Teleflora, Inc. · Wholesale Florists & Florist Suppliers of Amenca, Inc. and operates under the administrative supervision of SAF.

(12)

WHAT IS AFMO?

WHAT ARE AFMC'S

ADVERTISING-PROMOTION AIMS?

WHO IS BEHIND

AFMC?

WHO

PAYS FOR

AFMC?

WHAT

IS AFMC'S

FINANCIAL GOAL?

CAN INDIVIDUAL

RETAILERS AND

ALLIEDS TIE-IN TO

NATIONAL

ADVERTISING?

The American Florists Marketing Council is your all-industry, all-media national advertising, public relations and publicity campaign designed to sell more flowers and houseplants for daily living. The AFMC campaign is a continuing, year-by-year effort, embracing television, radio, newspapers, magazines, outdoor billboards, and special events -- on both the national and local level.

AFMC's immediate and long-range advertising and public relations goals are to sell the American public the idea of buying flowers and houseplants for daily living. AFMC promotes holiday sales and "special occasion" gifts, but

its central aim is to change flower-buying habits -- to promote the idea that flowers and houseplants are as much a way of daily life as food on the dinner table, clothes in

the closet and a car in the garage.

AFMC is supported by growers, wholesalers, retailers, and allied tradesmen -- every segment of the florist

industry. No single florist group dominates AFMC or dictates its policies. Every wire service, allied group, and trade association has a voice in AFMC. The 9-man

AFMC Committee meets regularly at headquarters in

Alexandria, Va., and speaks for the industry-at-large with representatives from growers, wholesalers, allied

tradesmen, allied associations,_ and each wire service.

AFMC income derives from every segment of the industry on an equitable basis. It is literally as strong as you make

it. Join now, and you help pave the way for advertising, promotion, and publicity that will boost your flower and

houseplant sales during the coming highly- competitive decades.

AFMC 1

s financial aim .is to create and sustain a yearly multi-million dollar advertising, promotion and publicity fund. Its aim during its first year of life -- 1970 to 1971 has been to collect and direct $1, 500, 000 for advertising, publicity and promotion of flowers. AFMC 1

s eventual goal is a working fund of $7, 500, 000 per year.

Yes! AFMC provides retail florists and allied groups with a full packet of supportive advertising and publicity materials readily available for personalized hometown use. Ma·ny of these materials are free- of- charge. Materials include: Newspaper Ads; Taped Radio Commercials; Holiday Radio Scripts; Newspaper Publicity Stories; Store Posters; Counter Cards; Window Streamers; and Slides and Film for TV Com-mercials.

(13)

NOW YOU HAVE THE FACTS. FILL IN THIS PARTICIPATION AUTHORIZATION

FORM AND MAIL TODAY TO:

American Florists Marketing Council, 901 N. Washington St., Alexandria, Va. 22314.

DETACH AND MAIL TO AFMC

AMERICAN FLORISTS MARKETING COUNCIL

901 NORTH WASHINGTON ST ALEXANDRIA, VIRGINIA 22314

PARTICIPATION AUmORIZATION

The national advertising and promotion program of the American Florists Marketing Council is the all-industry plan to increase profits, and requires the voluntary support

of every grower, wholesaler, direct shipper, supplier, and retail florist.

Please fill in the information requested below, including your signature, then check

the appropriate boxes on the reverse. Thank you.

Finn: ... .

Signed ... .. ... ... ... Date ... .

Address ... ... ... ... ... Phone ... .

City .. ... ... .. ... .. ... State ... Zip ... .

EXACTLY WHAT WILL

When AFMC calls for an investment from retail florists of

THIS COST ME?

l/2 of 1% of non-wire service sales for national consumer

advertising, some ask, "Just what will that amount to in dollars and cents?" The following table illustrates how little you will be investing for big results:

If annual gross ••• Your monthly

sales are... AFMC investment is .••

$

50,000 100,000 150,000 200,000 250,000 500,000

-$

16 33 50 66 83 166

THREE GOOD

l. The cost of everything is going up, and profit margins

REASONS WHY YOU

must increase if florists are going to continue to progress.

SHOULD JOIN AFMC

AFMC's consumer advertising and promotion program has

been planned with that goal in mind: to build profits, to create a year-round flower and plant buying habit on the part of the American public.

2. Production and importation of flowers _and plants is'

rapidly growing, and this means that demand must grow, too, to keep pace. AFMC' s marketing program is vitally needed now to maintain the proper balance between supply an:d demand.

3. Competition we face gets stronger and more agressive

each day. Competition from other products -- cosmetics,

candy, liquor, to name uut a few -- asks for the same

con-sumer dollars which could be spent for flowers and plants.

We must meet this challenge with an effective advertising

(14)

] Retailer ::J Grower 0 Wholesaler :J Direct Shipper or Broker ::J Allied Trade (Check appropriate box)

We authorize the wire service(s) to which the shop belongs to act as Its agent In transmitting Investments to AFMC at the rate of approximately one-half of one percent (lh of 1 %) nonwire service (local) sales.

(In serving their members or subscribers as a?ents to t,·ansmit investments to AFMC, the wire

services will consider that each wire sale represents 20% of the originating florist's total business. Thus, $10 in wire sales will be assumed to represent $40 in local sales. The retailer's investment

of one-half of one percent will be calculated by the wire service on that basis.)

We author:ze wholesale firms to whom we ship on consignment to deduct from the returns or Invoices of this company one-half of one percent (lh of 1 %) of the net amount of such returns or Invoices and to deliver said sum to tbe American Florists Marketing Council for Hower and plant promotion.

We pledge also to submit each month directly to the AFMC an amount equal to one-half of one percent ('h of 1 %) of returns from outright sales of our products. (This Investment may be based on direct sales for the previous year.)

We will be a collection agent for the AFMC, collecting the percentage authorized by growers shipping to us on consignment from their returns or Invoices and will submit these monies to the Council once per month. We also pledge that we will Invest In the AFMC program 50¢ on every $1,000 of our gross sales.

We pledge that we will submit to the AFMC once each month one-half of one percent ('h of 1 %) of our sales for Hower and plant promotion.

We pledge that we will submit to the AFMC one-half of one percent ('h of 1 %) of our sales to the Horlst Industry for use ln product promotion. We will submit this payment (check one):

_ _ Annually _ _ Semi-Annually _ _ Quarterly _Monthly.

It Is understood that this firm wlll be automatically listed as a member of the AFMC protp"llDI aad wlll be entitled to u.oe tbe official AFMC laslaaia aad promotlo.W -ertals.

-WHAT ABOUT PUBLIC

RELATIONS?

Evangelist Billy Graham and Comedian Bob Hope --together with Comedian Red Skelton and a host of Holly-wood stars --were recent recipients of flowers during AFMC1_{s Washington, D. C. flower spectacular for}11_Honor America Day. 11

Roses, Inc. contributed the blossoms for an AFMC-inspired all-flower flag five feet high and eight feet long, admired by thousands on the memorable day. Bob Hope Enterprises, working through AFMC, purchased many other blossoms used. AFMC regularly plans, re-searches and writes imaginative feature stories on flowers and houseplants and mails these to women1_{s page editors} throughout the nation. Clip returns show that editors have high respect for our material; stories are regularly published in 983 daily newspapers in every state in the U.S.

atneJttrotl

f;Qntti£ts

~

eouttdQ

SOCIETY OF AMERICAN FLORISTS 901 NORTH WASHINGTON STREET

(15)

Mr. Dick Kingman Executive Director

February 3, 1971

Thank you so much for the check you sent January 12 for the Colorado Flower Growers Association members covering the months of September, October, and November. This total participation in AFMC on the

part of CFGA is a constant encouragement to all of us and an enormous boost toward the success of the program.

You asked for a list of AFMC retail members -- but I'm not sure just what you mean. We could send you a list of the retail florists

.from Colorado in AFMC, but I doubt that is what you want. Let me hear from you further on this, if you will.

t~

Paul Dawson

Director of Marketing PD/dh

Paul

We would like a list that we could use to make a mailing

to sell our book.

We would like a list that would cover

the whole U.S.

If you can't furnish this, we will understand.

Dick

DK

/

ajb

(16)

Mr. Dick Kingman

Executive Director

February 18, 1971

Your request for a list of AFMC members throughout the country is a logical one, but we can't provide it just yet. We hope to begin compiling such a list in the form of a directory very soon and we will send it to you in

rough form as soon as it is available. That may not be soon enough to

meet your present need, but we will hurry the project along as fast as we

can.

c

t

tu

Paul Dawson

PD/dh

(17)

Florafax Delivery, Inc. • Flowers Canada • Florists' Transworld Delivery Assoc. • Roses, Inc. • The Society of American Florists • Teleflora, Inc. • Whole-sale Florists & Florist Suppliers of America, Inc. and operates under the administrative supervision of SAF.

William C. Sieck, Chairman

Claymore C. Sieck Company 311 East Chase Street Baltimore, Maryland 21202 Fred Flipse Exotic Gardens 4800 Biscayne Boulevard Miami, Florida 33137 Past President

Donald E. Hook

Pittsburgh Cut Flower Company 1901 Liberty Avenue

Pittsburgh, Pennsylvania 15222 Charles G. Johnston

Paul R. Kirk, Sr. G. R. Kirk Company 615 East Pioneer Avenue Puyallup, Washington 98371

Richard V. Mikesell

Joseph H. Hill Company 2700 Peacock Road Richmond, Indiana 47374

Arthur Rosacker, Jr.

Floral Acres, Inc.

Box 340

Delray Beach, Florida 33444

Kenneth F. Short Floral ax Delivery, Inc.

Box 9

leachvi lie, Arkansas 72438

Roger Weakland R. l. Weakland, Inc. 2840 Perry Street Denver, Colorado 80212 Paul Dawson Director of Marketing

(18)

FORMULA FOR DIS'l'RIBUTlal OF AFMC MATCHING PUNDS FOR

ADVERTISING

The formula for the distribution of AFMC matching funds

for advertising takes into aeeounta

)t

1. )'.

2 ..

)l

3.

4. Annual advert! ing budget of participatinq Allieds.

Size of the market served by the p rticipatinq Allied.

Number of AFMC participants in the market area.

Need, or incentive, for establishing promotion 1

pr09rams.

S. Value of program a

research

o~

test

~arketinq.

The formula is weighted as followst

1. Gltchinq funds will

be

bas d on the annual

advertisinq budqet of the participating Allied.

Bach p rtici ting

Allied will sub it

copy of ita

· adv

rtising

budget for the

calendar year.

Funds will be llocated on the basis of a pror ted

shar of the total

budg~

, if one organization has an

advert! ing budget which represents 10% of the total of all the

partiei ting Allieds, that organization would be entitled to

1~

of the allocated funds available from A ~

_,

..

2. 25% of th matching funds will be distribut d on the

basis of the size of th m rket served by th participating

Allied.

The market of each participating Allied will

be

rat d by curr nt

figures for Gross National Product.

The GNP for all particip ting

markets will be added together for a total figur

• ach

(19)

-

2-represent and that percentage will

be

allocated against the 25%

of the matching funds available.

3. 10% of the matching funds will be allocated on the

basis of the number of AFMC participants in each Allied's market

area.

The total number of participants

in

AFMC would be used to

establish a percent fiqure for each Allied.

4.

1~

of the matching funds available will be allocated

on the basis of need.

The AFMC committee and the marketing director

will allocate this portion of the formula and make it responsive

to the need for establishing programs

in

new areas.

5. 5% of the fund formula will based on the value of the

proposed advertising program as a test program or u.arket research.

APPLYING THE FORMUlA:

Let's take a

hypothetical

Allied and see how it would fare

in a situation where $100,000 w a available in APMC rnatchinq funds.

tet•a assume the Allied ia a strong on in a major warket, doing

a number of innovative things in advertising and promotion work,

but weak in AFMC members.

for advertising is $30,000 •

•

Let us also assume the Allied's budget

; (

Under the proposed formula, our hypothetical Allied would qet

10% of the funds available under point one, or

$S,O•JO

.

If its

GNP was 15% of the total of the participants, it would get 15% of

(20)

,

jDoO

1.J?~D

1D 0

c.ru

0

1 DO

0 -)h

~~

"li,LI~

P

-

3 -the funds available under point two of -the formula, or $3,750.

Because it is weak on AFMC members - let's aay it only baa

~

of the total - it would only get

~

of the funds available under

point three of the formula, or

$2?0•

Under point four, let's

asaun1e the Marketing Director rates its need

,

a a

5"

of the total

-since it ia a strong Allied - so it would then get only

$500

out

of the funds available through point four.

But because it baa some exciting new programs it ia

beginning

in

ita advertising schedule - programs that would

provide research material or test the effectiveness of new

approaches - the Marketing Director rates it worthy of receiving

2~

of the

funds

available under point five of the formula, or a

total of

$1,000.

This then means that the hypothetical Allied

would

get

$10,450

of the

$100,000

available in matching funds in

1972

frOJ!I APMC.

---

(21)

I I

' CoLORADO FLOWER GROWERS ASSOCIATION, INC.

PUBLISHING

[)\~UBaJ~lpEARL

ST. • DENVER, COLORADO 80209 • 222-5601

Mr. .Vthur WS.I • GfiQC&l Marulg I'

Gal~

WholQA&le F1orlats

.

2130 Welton

.

"treet

D

ave~.

.

1 o

,

80205

SUBJ!CT: REMITTANCE OF APMC FUNDS

MJ

J«1

kbow

1

we

al"e

now

SOlns to

.,-y

11 tha

AP'MC

&88Uameb.t: f . ~8 Of

Colot'adG Fl

r

G'l"OWI'I As

oetat!Oil

.

Thb

came e

f

et ve J1me 1,

1971.

We

need •

~'!lm

figure

f'l"OU\

ch

month

for

,

th

amoun~ ~ 1~ ·

1

AFMC f

growers,

Thi will

_

\

ot

111 of th

.

BJ!'

.

$

net. Th

amouttt

you r

t

t ,

<2'M

ts

·

1%~

of

~s~.

111 ordel'

· to

'*iDS

OUI'

J'ecm:-d

up

~o

d4ate

and

·~t up

a

·lch

"le

·

• net

.

ona

cheek

t

APMc, -.

WQUld

like

to

know th~ .. •

for the foll

mobthat

1971

_ _ _ _ _

\~

of nat

_era~.

,.

,

. &u

.

JUlf

_...,'""""""'...,._ \~of

net

.

a&

CFGA

pays

all.

Would.

JOU

pl

e uee

the

en

l()eid f to

l:'eport

to

ue

'

Cl&Ch

· th

llhen

thia

ff.~e

ls

· iblbl

~

Dick

Ki

.

Exeedt1

e

Director

DK/ajb

(22)

FLOWER GROWERS ASSOCIATION, INC.

A

.

l\18t 23; 1971

*.

· ith D

.

ia,

GeDeral

~·

De

1•

i

othe s Wholeaale

Flovt

.

ta

P,

o.

BOx

u

· 4725 Independence

Wheat~:

ida•,

lorado

SUBJECT: REMITTANCE OF AFMC FUNDS

.

s

you

know,

w

r

now

solna

to

pty 11

the

AFMC

aeaamant

t

~ ~·

of

COloradO'

Plower

Growac

Aaloc

tlob.

'1'1\ia be

eff

-

tt

e

JUne

1, 19Jl.

. · .

randum

t

1aqr

fr9lll

ll

nQl :

tor

the

t .

should

pay

A.FMC

(Qr

your

p:owera

.

ll

will

bJ1 \

Of

1% Of

th

&r

re

net

•

The 81QDU!lt

you

r

t

to

CPGA

ia 1~1o

f

gJ:Osa

• 1971

Jun

_ _ _ _ 1tt

net

July

_ _ _ _ _ _

%t

of n

t

at CF

_{s aU.}

WOuld

JOU

p1 ••

uae

the en~losed

£emus

to

report

to

ue eaeh :

th

when

thla

ftgur

b

avd.J.abla

.

Dick Kinamift

Ex·

utlve Db'

tor

DK/af

Encl

.

(23)

PUBLISHING DIVISION • 882 S. PEARL ST. • DENVER, COLORADO 80209 • 222-5601

ANU•t

23,

1971

Mr.

R. G

.

BZ: •

General

MaDa&ttr

aun·Bak~

Wbol ...

le

Floriatl

5001

Eaat

, .

DenYer • <»1.-ado 80222

SUBJICf: REMITTANCE OF AFMC FUNDS

As

10\J

kiWw

,

we

are

now

ina

to

y

-

11 the

AFMC

uaealmaDt

.

for

~r•

1Jf

colorado Flewer Growu•

As•oc:lation

.

Tbta became effective June 1

,

1971

.

We need a

~um f~gute f~om 7Qu

each month

for

th

~ UINltt

we

should

pay

AFMC

fM

10UI'

lf&'OW81'1.

,

'l'hil

JllU

be

%

of

1~

of

the

grbwel'a

n•t.

The amount

you

rmit to

CPGA 1a 1\1. Of

poea

.

In •4.-r

to

kina our recorda

Up

to

date and

••t

up

a

acbedul•

~ aend ,one ch ck o

AFMC, we

would

like to

1mDv th _

llJWu for

the

follft'f.D3

Wlltha:

1971

June _....__....,..._

%l

of net u CFGA

_

, ,

aU

.

July - - - . . . . - -

\~

of

net •

crGA

pqa

all

.

Would

JOU

pl

e ua•

the

enel

~~

to

report to

ua

•ch

IIIGlnth

when

thU

f1SUI'• ll

_

allable_.

Dick

IC1.Dgmal)

b:ecuti•e

Di

ctO<t

DK/&jb

Encl

.

(24)

·CoLORADO FLOWER GROWERS AssociATION, INC. PUBLISHING DIVISION • 882 S. PEARL ST. • DENVER, COLORADO 80209 • 222-5601

Auaust

23 ,

1971

Mrs. J~

Shatlet

Shaffer Gra.nhouee

R~te

3,

8021

70

~ora,

Col.,ado 80010

SUBJECT:

RBMlTTANCE OF

AFMC ruNDS

A8

you

kaow, we

Uft

now

sotns

to

paJ

all

the AI'MC

u•••ament

for

member• of

· lor

· Flower

Groiwere

Aaeoc.UU.cm.

'l'hia

became

efftctf.Ye

JUne 1, 1971.

We

nMd a

andum figure from

JOU

c;h

month

lor:

the

IDIIINilt

we

lhould pay AFMC

fOE,_,~·· 'l1l1a

V1U

· .

~

of 1

X

of

the

anwer• net

.

The

&1IIOUilt

10U a:-ell4t

.

to

crGA

11

1\~

of

~·•.

In ol'd

l"

,

tc»

ln&

our J"eco"• up to elate and set up

a

aclladula

· •.ucl

ODe

check

to·

AFMC;

we

would

11~

to

know

the

ti.aur

for

the

.

tot10wiua

tha:

1971

July

.

_..,

... _....

__ _

"

of net

·-

c:FGl

au.

Would

,.u

pl

••

~•

tile

encloatid

fQN~ to J"eport to

ue Mch

IIIOtith

when thll

f:Lsure

1•

llable

~

Dick

KtDP*i

ExecutiVe

Dir

tor

DK/ajb

(25)

I I

·· CoLORADO FLOWER GROWERS ASSOCIATION, INC.

PUBLISHING DA~gti~ 2i!8~f1fEARL ST. o DENVER, COLORADO 80209 o 222-5601

Mr.

Jolu\

HoUb-ug

Holl

'

berg

& ~J

3665 Soqt.h

n

Street

P. o.

1ft ~11

B lewood, :clorado 80110

eh

monthtf~r

r

our

grower

a.

!H'Ci~ts. net. The ilbiiiiNnt

n

~de t

ing

our reeor

~ ~o

d

'

te and

set up

schcd· 1 to send one chee

t

APMC. we woulcl

U.U

to

kriow

the

fl

r

_

a fen

the

foUMn;

llldil"th•:

1971

June _ _ _ ...,_..._ ' " of net

u

CFGA 8

a.lt.

Ju ' - -... - -

~~

ot

net , , Cl

JOUld

70U

pl

_

e uae

the

encl

1 fotn~~t

to

rapoa-t

to

us each lOO!ltl when

thia

f1s-ae

is

ila!Jle.

Dick ~~DII

Executl •

Dire~tor

(26)

I I

j CoLORADO FLOWER GROWERS ASSOCIATION, INC.

PUBLISHING

ot.\I&MjN

23as~tf~EARL ST. • DENVER, COLORADO 80209 • 222-5601

Mr.

Hai'old E

.

Peterson,

Jr

.

Peterson Greenhouaee

,

Inc

.

952 Soqth

Jruson

Denve~,

Colorado

80223

U

C't: ru~UI CE 0 AFMC FUNDS

kno~1, T.-Te

a

r

.

now going

to

pay

all

the

AFMC

ass~

..

or mGIDbar of Colorado

F

lowet

Growers

-ss ~iation., 'l'h e be ·;.. effe_t.:ve J:.me

1 , 1

9

11. 1911

U1!l fi.., re from

you

"!;ch

mo

th

for

. pay AFMC f

y

r

g:rowor.s

•

• % f .. o 1 not. mount

.J.a

1%%

of g:7o

a··

t

o br

ln&

ou

r

c

ordn up

t

o date

an set

up

nd onQ ch-Clt

to

.t'.PMC., ue ~ld

Uke

to

f r the

f

o

ll

o

r'-tt mont. G:

._une - - - -

'1.

of net at! CFGA

pafa

all.

July _ _ _ _ _ _

.,

1. Of

nat ~s CFGA p&JS

411 .

W

ould

JOU

please

us the enclose forms

to report

to

us each

moDth

wen dd.a flSU'$ ta

.

&Y&Uable.

Dick Kingmen

Blt4acu.tl•• Dueotor

DK/ajb

(27)

August 23, 1971

Mr.

James

Kelt)'

General Manager

Pikaa Peak

Greenhouses

,

Inc

.

P.

o

.

~. 786

Color o

Sp

rings,

lorado

80901

U EC : R.El-11TTANCE OF AFMC 1!'UNDS

you

know,

we

are

now going o

pay

11

the

AFMC

t f~

mombers of

Co1

do

Flower Grower•

ion.

'!h

is be

ef

ec

ti

ve

Jt •

l,

.

1971

.

Gll • h mo th

for

In

er

to

b ing

our records up

o

elate

and

set

up

a

cb ula

t~

end on

check

to

~1MC,

we would

like

to know

the

fl&Urelil

for

the

follow1.ns

IIIIDDtha:

1971

May

...,;..,..., ... _ \'7.

for CFGA

to

match ~

June - - -

\'7.

of

net •

CFGA p&Ja

all

JulJ

_ . _

_ _ _

\'%.

of

net

a QI'GA paJs 11.

Would

you

plea e use

th

encl ed

formstto

report

to

ua

each month whetl

this

figure ts available.

Dick K1ngman

Executlv

Di~

tor

DK/ajb

Encl.

(28)

I I '

·CoLORADO FLOWER GROWERS AssociATION, INC.

Auguat

23. 1971

Mr.

o

.

&en U.ley

,

Jr.

Ge _~.

· al

_- Mil ... .

. .. - e a t :

DeU9

r

Wholesale Florists

P.

o

.

Boa

U38

De

nve

_

.

Coto~ado

80201

As

know.

we

are

now

going to _ r

11 th

_

APMe

asseQamant

_

or lllembera o£

co

_ ·

lower Growers

ie became eff ttve J\JDe

1 ,

1971

.

t

e

e a tuetOOrandwu

figur

e

fr

.

'

.

ea h month

for

tb

amm.

m

t

·bould

pay

AfliC !o ,a r

gro

ra.

'J:hia tri.

l.

-of 1'4 o

th

g Wel .n

t.

The ~t

you remit

to

CF

GA

is

1\%

of

_-

os

s

.

n

ord~r

to

bt; ill8

our

r

co~;4

up

• e

and

et

up

a scb ul_ to

s

en

d

one ¢heck to AFMC;

wo

would

U.ke

to

kn

the

fi

.

e

for

the

foll

--

~

· months ..

19)1

%~

for

CFGA

to

lch

June

---

%1.

of net

cPGA

pays

all

July _ _ _ _ _ _

WOuld - .

p1

_

e u•e

th•

en-el

••d

t

_ ·

t:o

report

to

1i8

each

DIIDilth

Wh

· thla

figure

t

.

llable ..

Dick

. _

Exe

· tt

• Dbector

DK/ajl:t

(29)

Aupat

23 .

1971

Mr.

Bob

BJer1J

1

General

Man&a•~

Associated

Fl01r1ata

1

lnc.

1731

wu~

Denver,

OJlor•do

80202

As

you

know •

are

now

goiq t.O piiJ

all

the AFMC

assea~nt

tor

members

of

ODlo~ado Fl

r Growere

Aesoeiation.

ia

became

effeotiv June 1

.

1971.

tole

nat!d

a

met110

andum

fi

re

f

0sr1 you 'cl ,

nth for

the

amount we hould

y

AFMC

f

or

yom:

grOtters.

. is W1 1 % of 1% f the

growr

net. The

amount

you

rem

it

to

r.FC':III\

,

s

%t

of

gf."oe

In order

to

ins

ou1:

r

cords up

to

dat

and

set

up

a sc

edule

to

EJend

on check

to

AFMC

1 t:e

would like

to

lcn<x-1

the

ftgu.l'ea for the

fotlbWing

months:

1971

*'----

...

t%

for

CFGA

to

•tch

June - - - - -

"'7.

of

net •

CP'Ga\

pays

au

July

....

,

_ _ _

_

_%1.

_of

_net

_aa

_CPGA

_pay;

_all.

Would

JOU

pleue

use the

enclosed

lcmne

to report to ua

each

month

when

this

fiaure

is

av Ua'ble •

Dick

Kf.~n

Executive

Dk

ctor

DK/ajb

(30)

Mr.

0.

Ben

Haley

Genera 1 Manager

Denver Wholesale Florists

Denvsr, Colo.

SUBJECT : REMITTANCE OF AFMC FUNDS

As

you know, we are now going to pay all the AFMC assessment

for members of Colorado Flower Growers Association. This

became effective June 1, 1971.

We need a membrandum figure from you each month for the amount

XkaxxJBHXmBBiBx~

we should pay AFMC for your growers. This

will be \ of 1% of the growers net. The amount you remit to

CFGA is 1\% of gross.

In order to bring

our eecords

up to date and set up a

shedule

to send one check to AFMC, we would like to know the

ifqpres

for

the following months:

t

0 1971

March

---April

May

June

July

Woudl you please use the enclosed forms to report to us

each month when this figure is available.

Dick Kingman

(31)

r,

SOCIETY OF AMERICAN FLORISTS

AMERICAN FLORISTS MARKETING COUNCIL

BALANCE SHEET

SEPTEMBER 30, 1971

ASSETS

Cash in Bank

Expense Adv•nces

Investments

Inventory - Truck Signs

YEP Materials

Filmstrip Ul

&

12 Posters

Accumulated Depreciation

LIABILITIES

Accounts Payable

Total Liabilities

NET WOR'm

Net Worth - August 31, 1971

Net

Increaae/Decrease~/1/71

thru 9/30/71

Net Worth - September 30, 1971

Unaudited Financial Statement

$

50,366.61

425.00 270,979.77

12,372.02

1,200.84

1,280.16

29,046.37

(748.63)

$364,922.14

$ _

___.;2::;.=.7.:.• 4.;..::7_

$. _ ___.:2~7.:.. 4..:..:7~

$177,822.99

187,071.68

$364,922.14

(32)

.(

.

'

I'· >· : ·:

SOCIETY OF AMERICAN FLORISTS

AMERICAN FLORISTS MARKETING COUNCIL

STATEMENT OF INC<»m AND EXPENSE

Four Months Ending September 30, 1971

Income From Participants

Contributiooa

Poster Income

Poster - Matchin& Fund

YIP •

Miscellaneous Supplies

Interest

Fi~trip

Income

Truck Sign Income

Matchbooks

AFMC Tapes

&

FIC Films

Total Income

ptl'ENSBS

Salary - Administrative

&

Staff

- Temporary Help

- Public Relations

Travel

&

Miscellaneous - Director

&

Staff

-

.

Printing

Postage

Rent

Telephone

Dues

&

Subscriptions

Hospitalization

- Fieldmen

Office Supplies

&

Maintenance

Legal

&

Audit

Payro 11 Taxes

Depreciation

Retirement

Flowers

Miscellaneous

AFMC - Convention Presentation

Inves~ent

in PIC

Allied

Matchi~

Funds

Individual Matching Funds

Matchbooks

Poster Inventory Reduction

Poster - Postage

Truck Signs - Inventory Reduction

Balance

Carried

Forward

$262,951.47

20,776.98

(1,238.65)

2,481.97

893.81 1,302.32

201.50 (243.78)

2,091.40

40.25 $ 23,987.43

1,307.32

10,532.00

....

3,on.04

3,854.68

1,395.98

348.90 2,606.81

2,076.72

58.47

620.89 1,148.57

466.68 1,104.74

216.65

822.92

27.99

79.07

683

· .41

11,725.37

16,587.81

. (1,824.38)

2,743.96

357.45

511.02

(70.

20)

$

84,391.30

• $ 289,257.27

(33)

~-[:.i.

Expenses Continued:

Balance Brought Forward

Truck Sign - Postage

In Office PR - Expense

In Office PR - Expense-Travel

Youth/Consumer Education - Postage

AFMC Meeting

AFMC - National Media

Production

AFMC -

Recruitment Materials

TOTAL

EXPENSES

Excess of Income Over Expenses

f

$.

1

_~

Unaudited Financial Statement

I

~

[j I~ '• '(

'

$

84,391.30

(79.52)

2,071. 24

-

466.19-27.45

3,932.63

4,306.33

99.84 6,970.13

$

102,185.59

§ 187,071.68

(34)

/£@~~.

FOUNDED 1875

December 1, 1971

Mr.

Dick Kingman,

Executive

Director

Colorado Flower Growers

Association,

Inc.

2 785 No. Speer Blvd.,

Suite

23 0

Denver, Colorado

8 0211

Dear Dick:

BOX 180 · BLOOMSBURG, PENNA. 17B15 · PHONE 717 784·7487

Thank you for your

letter in

regard to the AFMC matching funds program for

the coming year. I certainly agree with you that the committee appointed

from the Affiliates has come up with a proposal which is basically sound

and good. The

Council

has not yet acted on this proposal but has placed its

consideration high

on

the agenda for our next meeting.

Originally

our next meeting was to have been held November 3 0 and

December 1. This has been postponed two weeks in order that we might

have a better chance of accomplishing our

major

goal, that of selecting

a

new marketing director.

We

realize that mid-December is rather

late

for

those who need matching funds to make definite plans, but it

is

not possible

for us to make it any sooner.

I would

expe

ct

that the Council will accept the basic philosophy

as

outlined

by your

committee

last summer. Our big problems will be in the area of

finance. How many matching fund dollars will be requested, and how many

will be available? The answers to these questions will provide the formula

required, but, as you know, the answers will have to be estimates. We

just hope our estimates will be good enough to provide a safe formula.

As

soon as possible we will advise

you

of the outcome. Many thanks for

writing to me.

DKD:ljw

c: John Walker

(35)

CO}m!TTEE PRESENT

REPORT OF THE

HEET!NG

OF THE

ANER!CAN FLORISTS HARI<ETING COUNCIL

Olde Colony Notor Lodge

Alexandria, Virginia

December 16,

19il

STAFF PRESENT

Douglas Dillon, Chairman

Felix Ankele

John

\

· Talker,

SAF Executive Vice President

Douglas Gordon, SAF Asst, Vice President

Grant Sharff, AFMC Field Operations Director

Shirley Fields, Director, Public Relations

L, KirkHood McMinn, Controller

Robert Johnson

Frank

Kuwahara

Bob Surrett

Hubbard Hhite

Hubert

t-lolfe

Everett

Conklin, Ex Officio

COMMITTEE

ABSENT

Louis

Brand

G. Ramsey Yoder

CALL TO ORDER

Mar~e

Fa

yen,

Recording Secretary

SPECIAL GUESTS

Henry J. Kaufman, Henry J, Kaufman

&

Assoc.

Bill Sigmund, Henry J. Kaufinan

&

Assoc.

Joe Schramm,

Henry J,

Kaufman

··

&

As

'

soc

.

• Fred Sellers, Henry J. Kaufman

&

Assoc.

Al Edelson, Henry

J. Kaufman

&

Assoc.

Chairman Dillon calied the meeting to

order

at

8 :45

a.m,

HELCOMIN

G

REMARKS

Everett Conklin t-!elcomed the group to Alexandria.

He expressed thanks

that Committee members had taken time to

attend

the meeting at one of

their busiest seasons.

He

indicated that the most important item of

business on the agenda t·1as the selection of a Director of Marketing •

.

He suggested that the matter of absenteeism from Cormnittee meetings

be

added to the agenda, if time permitted,

ANNOUNCEMENTS

John

Walker

informed the group of arrangements for lunch and check-out

from

the

Olde Colony Motor Lodge,

It

t

· 7as

the group's wish to have

lunch brought in so business could be conducted during the lunch period,

901 NORTH WASHINGTON STREET, ALEXANDRIA, VIRGINIA 22314

e

TEL. (703) 836-8700

(36)

2 -APPROVAL OF AGENDA

Chairman Dillon reiterated that the agenda lo7as designed to serve only as

a guide to the conducting of the business. Any matter of business may

be brought to the Committee's attention if desired by a Committee member

during the course of a meeting. The agenda

was

approved.

It is attached

as Appendi

x

A. DIRECTOR OF MARKETING POSITION

John Walker and Douglas Gordon presented three possible candidates for

the Director of Marketing position to the AFMC Committee. They indicated

that the men presented were the best of a great number of applicants

interviewed.

However, it was their belief that a more suitable candidate

could be found, if given time.

,

After interviewing all three candidates at length, the Committee agreed

with management and instructed them to renew the

sea~h

for the very

best man o

b

tainable.

HENRY J. KAUFMAN

&

ASSOCIATES' PRESENTATION

I. LONG-RANGE ADVERTISING

He~~y

J. Kaufman

&

Associates made a presentation outlining a

hard-hit

ti

ng,

many-faceted approach to

a

year long advertising effort on

both a national and local level, under the theme

"How

come the rest

of the world feels at home with flo,.,ers.

And we don't?" and a

supple:nentary theme, "Have you had your flowers today?" Mr. Kaufman

exp~essed

the urgent need for a long-term planning budget of at

le~~t

a year, rather than the month-to-month or quarter-to-quarter

budget we have operated under in the past. Concentration on a single

the

me

would have great impact on the consumer when presented through

adve

r

tising in all types of media.

T

h

e

A

FMC

Committee discussed the presentation and the general

reac

t:

icn

was most favorable.

Ex

c

'?.

·

· F+.:s

from the overall presentation will be used as the

commer-c

i

al

s

f~r

the AFMC drive-time radio advertising in January and

Feb~~ary,

1972.

These were run for the group and were

well

received,

II. MARKETING RESEARCH PROPOSAL

The Hen

r

y J. Kaufman Agency requested a decision on the marketing

researc

h

proposal tabled by the Committee at its October 14 meeting.

Joe Schramm reported that the agency had sent a researcher to

FTD

headquarters to review the research material available there.

It

was

determined that no motivational research material was available

(37)

3

-Phase I of the proposal would cost $15,000, one-half of which would be due at the initiation of the project. John Walker pointed out that the AFMC funds would be tied-up in January paying for the Business Gift promotion and the radio promotion.

Felix Ankele suggested that the motion regarding the proposal remain tabled for the time being. He suggested that it be reconsidered at the next meeting.

III. BILLBO:ARDS

Hub t.Jolfe complimented the Kaufman Agency on the quality of the ne~.,

billboards. Bill Sigmund reported that the billboards would be available for distribution by the first of the year.

REPORT OF THE LAST MEETING

John Walker reviewed the report of the last meeting. It was approved as written.

FINANCIAL REPORT

Kirk McMinn revie"Y1ed the financial statement.

MOTION: It was moved by Felix Ankele and seconded by Hub White that the financial report be accepted as presented. The motion carried unanimously.

Following discussion of the retailers' pool, the following motion was made. MOTION: Felix Ankele moved that the retailers' pool be continued

in its present form until the next meeting. The repre-sentatives on the AFMC Committee from the three wire services, Bob Johnson, Bob Surrett, and Felix Ankele, would meet and prepare an arrangement mutually acceptable

for the determination of funds. Frank Kuwahara seconded the motion and it passed unanimously.

The financial report is attached as Appendix B. PLANS OF TELEFLORA AND FLORAF AX

Bob Johnson revie,,ed pertinent passages from the letter of September 14 from Charles Johnston, President of Teleflora, addressed to Roger \o7eakland as Chairman of the American Florists Marketing Council. These excerpts are given below:

"Teleflora Delivery Service, Inc., hot-1ever, as a company, and quite unrelated to the voluntary subscription of money that we can raise from our subscribers, pledges its full support to AFMC and will

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4

-give to that fund a sum of money annually that relates to the suggested one-half of one percent. This money \-lill come as a percentage of our own fees and charges and, since these constitute the source of our personal income, 've '"ill, in fact, be very

clearly and very positively demonstrating our personal faith and confidence in the program.

11_\~e_\-1il1 _{continue to accept the voluntary contributions} _that_are

being made by retail TELEFLORISTS via the TELEFLORA Clearing House and transmit these to AFMC intact until such time as the position of other segments of the industry is better understood and/or until their authority to make these clearing house charges has been modified.

·~e will do everything within our capacity to encourage all of the subscribers to this service to participate in the activities of AFMC. He \·lill use as a guideline the suggestion that a

contribution of one-half of one percent of their gross dollars on outboard wire orders be forwarded to AFMC via the TELEFLORA Clearing House. You must clearly understand that, \-lhile l·le \·lill encourage and solicit in the strongest possible "'ay, theirs must1

of necessity, be a voluntary participation.

"TELEFLORA Hill make its company contribution without strings or contingencies. He reserve to ourselves the opportunity of revieuing from time to time, these formulas "'hen all of us are fully appraised as to all of the details and commitments of support from other

segments of the industry."

Bob Surrett reviewed pertinent passages from the letter of November 12 from Richard Hughes, President of Florafax International, to Douglas Dillon, Chairman of AFMC. These passages follO\oJ:

"To show Florafax's good faith and commitment to the AFMC Program, Florafax '"ill contribute~ of 1% of its clearing house revenues, as a company, to the Program. Furthermore, Florafax will guarantee that the total contribution from the Florafax florist and Florafax will not decline during 1972 and subsequent years, from the 1971

level, regardless of any and all action by Florafax. Florafax '"ill, enthusiastically, attempt to sell the AFMC Program and Membership to its subscribers on a voluntary basis and Florafax will also provide the servicing of collecting these funds and remitting them to AFMC.

"Effective, November 1, Florafax notified those subscribers members, contributing to the AFMC Program, of FTD's action and the Council's acceptance of the FTD Proposal and suggested, effective November 1, that the voluntary contribution be reduced to ~ of 1% contributed by the FTD Membership. But in no case, as stated above will the total contribution from Florafax and its subscribers, be reduced."