The Flower Studio by Shilo, located in North Miami, FL, was selected as the winner of the 2014 FTD® Makeover Magic Contest. Entrants were required to view a merchandising webinar presented by FTD Education Consultant and merchandising expert J. Keith White AIFD, as well as submit an essay and photos. Upon hearing the news of being selected, owner Shilo Grosz exclaimed, “I am so excited. It is so cool when something so generous lands in your lap like this. It is such an amazing feeling.”

The focus of the makeover, led by White in October, was to keep one cohesive theme for the space to truly live up to the “studio” image. Function played a large role in the style of fixtures paired with bold and bright finishes to provide a gallery feel. “In reviewing their contest entry, the term ‘studio’ jumped out at me,” stated White. “My vision for this shop was to transform the visual space into a true artistic floral studio, giving it a downtown modern feel. Shilo’s artwork aided in the inspiration for the contemporary look and colorful finishes that can be updated seasonally, weekly or even daily to keep the customers coming back.”

Grosz described the makeover experience as overwhelmingly positive. She declared, “I am very grateful for the time, creativity, advice, care and skills that were put into this makeover. It is so fresh, clean, and beautiful, and has a great vibe. In the beginning, merchandise shows up, and it is very exciting when all pieces of the puzzle come into place. Another added benefit was all of the great advice I received from Keith [White] and FTD. They want

you to be profitable and successful, so their tips were very helpful!”

The Flower Studio by Shilo definitely benefited from the exciting transformation. “We are already getting such positive feedback from our customers,” explained Grosz. “I’ve been telling our phone clients to come in and see, which has gotten them into the shop to buy flowers. I think the overall effect will be that we are not only your neighborhood florist, but we

have a level of sophistication that invites more events, weddings and higher-scale arrangements.”

“We are already getting such positive feedback from our customers.”

- Shilo Grosz

Details for the 2015 FTD® Makeover Magic Contest will be listed at FTDi.com/Makeover in the coming months.

MERCURYMINUTEFTD MERCURY MINUTE ©2014, FTD | DECEMBER 2014

MERCHANDISING MAKEOVER REVAMPS FLORIDA FLOWER SHOP

Image of interior storefront submitted to FTD as part of Grosz’s entry.

Before

The bold, abstract art was inspiration for the downtown modern “studio” feel.

After

(See more on next page)

Merchandising Makeover Revamps Florida Flower Shop - Continued

THE FTD® MAGIC MAKEOVER RENOVATIONS INCLUDED:

Organizing the shop’s floor plan to optimize sales

New, functional fixtures, such as an island sales counter and round black stools added to the highboy table to complete the consultation area

New paint and reconfiguration of some of the original fixtures, including display tables, shelving, coolers, artwork and plant displays

New concrete columns for impactful merchandising displays

A large full-length mirror to expand the visual space

A bold, new art glass chandelier in the storefront window to grab the attention of passersby and accentuate shop merchandise

A new card rack full of striking full-sized cards to drive add-on sales, donated by Marian Heath

New, professional logo graphics for the storefront windows

After: J. Keith White AIFD (left) and Shilo Grosz (right) outside the renovated storefront.

After: Neutral, functional fixtures were used so the bold and bright finishes would pop to grab the attention of potential customers.

After: The exterior storefront shines brightly at night to attract the attention of passersby.

Before: Image of storefront submitted to FTD as part of Grosz’s entry.

Before: Image of interior submitted to FTD as part of Grosz’s entry.

Check out more photos of the amazing transformation at Facebook.com/MercuryNetwork!

Details for the 2015 FTD® Makeover Magic Contest will be listed at FTDi.com/Makeover in the coming months.

#1 RATEDFR

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Congratulations to Lee’s Florist and Nursery located in Berkeley, CA, for celebrating their 50th anniversary as an FTD Member. Owner Wilton Lee caught up with FTD at Calif Flora 2014.

CELEBRATING FTD® FLORISTS

FTD Vice President of National Accounts Ed Cronin (left) visits with Marcia Schaaf (right), owner of Schaaf Floral based in Fridley, MN.

Date: March 23-25, 2015 Location: FTD Headquarters, Downers Grove, IL Cost: $699/person* $599/person* if registered by January 23

Register today at FTDi.com/FTDUniversity.* This great value is inclusive of all education sessions, flowers, design tools and materials; refreshment breaks and lunch daily and a networking dinner on Monday.

FTD® BOOT CAMPThis three-day workshop, instructed by Ann Jordan AIFD, offers you countless tips and ideas on how to drive local business to your shop, fine-tune your design techniques and market your business for success.

“FTD Boot Camp was an amazing experience! I left with great

motivation and knowledge to start implementing new policies to become more profitable.”

- Sara Henzl, Ele’s Flowers, Stanley, WI

FT

D UNIVERSITY

EDUCATION & EVENTS CALENDAR

FTD® WEBINAR SERIES The FTD Webinar Series is a collection of FREE educational presentations available online to help you increase your sales and profits, while reducing your costs.

Jeff Corbin AIFD FTD Education Consultant

The live webinars are also recorded. Visit FTDUniversity.com to view them at your convenience.

Check out the entire 2015 Education Calendar at FTDi.com/FTDUniversity.

FTD truly experienced the joy flowers can bring others when donating the USO Gala centerpieces to service members and their caregivers at the USO Warrior and Family Center at Walter Reed National Military Medical Center in Bethesda, MD. FTD is proud to support the USO.

FTD Members Connie and Mark Ferguson, owners of Ferguson’s Flower Gallery in Pomona, CA, stop by FTD’s table at Calif Flora.

FTD Regional Vice President Jim Weedon (left), presents an FTD Top 100 Sender plaque to Ken Denaburg (right), owner of York Flowers, Inc., located in Washington, D.C.

Register today at FTDi.com/FTDUniversity.

Check out the entire 2015 Education Calendar at FTDi.com/FTDUniversity.

Congratulations to Stacie Lee Banks (left) and Kristie Lee Tyler (right), owners of Lee’s Flower Shop based in Washington, D.C., for receiving an FTD Top 100 Sender plaque.

After a decade, Facebook is still number one in social media, but is it looking different? Facebook has made significant changes that affect who sees the information you post. What was once a fun, free way for your business to reach your customers, has now become a “pay to play” marketing channel. Are you maximizing your presence on Facebook or spinning your wheels? Jeff will explore and discuss the new trends of Facebook and help you leverage your business’ presence on this popular social platform.

Understanding Facebook’s FaceliftJeff Corbin AIFD, AAF, PFCIFTD Education ConsultantTuesday, February 24, 2015 5 pm ET/2 pm PT

FTD Vice President of Design Michael Skaff AIFD (left) and FTD Quality Services Representative Peter Samek AIFD (right) designed 100 exquisite centerpieces for the USO Gala, proudly donated to the event by FTD.

Phil Caruso (right), owner of Caruso Florist in Washington, D.C., is thrilled to accept his FTD Top 100 plaque for 2013 from FTD Regional Vice President Jim Weedon (left).

MARCH 14-15, 2015 NORTHEAST FLORAL EXPOGroton, CTConnecticut Florists AssociationWWW.NORTHEASTFLORALEXPO.COMFeatured FTD Design Program: “Everyday Inspirations” presented by FTD Education Consultant Tina Coker AIFD MARCH 20-22, 2015 WISCONSIN & UPPER MICHIGAN FLORISTS ASSOCIATION CONVENTIONGreen Bay, WIWisconsin & Upper Michigan Florists AssociationWWW.WUMFA.ORG Featured FTD Design Program: “Passion for Sympathy” presented by FTD Education Consultant Randy Wooten AIFD

MARCH 27-29, 2015ILLINOIS STATE FLORISTS’ ASSOCIATION CONFERENCEDecatur, ILIllinois State Florists’ AssociationWWW.ISFAFLORISTS.COM Featured FTD Design Program: “Design in Designs” presented by FTD Education Consultant Randy Wooten AIFD

MARCH 29, 2015 NIAGARA INTERNATIONAL ASSOCIATION OF FLORISTS ANNUAL DESIGN SHOWNiagara Falls, ONNiagara International Association of FloristsWWW.NIAFLORISTS.ORG

JANUARY 13, 2015CANADIAN FLORIST BUSINESS FORUMMississauga, ONCanadian FloristWWW.CANADIANFLORISTMAG.COM/ BUSINESS-FORUM

JANUARY 17-18, 2015FLORIDA STATE FLORISTS’ ASSOCIATION MID-SEASON DESIGN SUMMITTallahassee, FLFlorida State Florists’ AssociationWWW.FLORIDASTATEFLORISTS ASSOCIATION.COM Featured FTD Design Program: “Reality Florist: Can You Cope in Today’s World?” presented by FTD Education Consultant Jeff Corbin AIFD MARCH 6-8, 2015 GREAT LAKES FLORAL EXPOGrand Rapids, MIMichigan Floral AssociationWWW.MICHIGANFLORAL.ORG Featured FTD Design Program: “Seasons in the Sun” presented by FTD Education Consultant Jeff Corbin AIFD

MARCH 6-8, 2015GEORGIA STATE FLORIST ASSOCIATION CONVENTIONPine Mountain, GAGeorgia State Florist AssociationWWW.GEORGIASTATEFLORIST.COM MARCH 9-10, 2015SOCIETY OF AMERICAN FLORISTS CONGRESSIONAL ACTION DAYSWashington, D.C.Society of American FloristsWWW.SAFNOW.ORG MARCH 13-15, 2015 SOUTH DAKOTA FLORISTS ASSOCIATION CONVENTIONPierre, SDPatience Pickner605-234-6365 Featured FTD Design Program: “Passion for Sympathy” presented by FTD Education Consultant Randy Wooten AIFD

EDUCATION & EVENTS CALENDARFTD® is proud to support the following industry shows, strengthening our commitment to our florists.

EVERYDAY PROGRAM

EVERYDAY PROGRAM

EVERYDAY PROGRAMEVERYDAY PROGRAM

“LIKE” THE FTD FLORIST FACEBOOK PAGE!Get the latest FTD news, events, education and exclusive Facebook promotions when you “Like” us at facebook.com/MercuryNetwork.

The FTD® Season’s Greetings™ Bouquet (14-C5d)

SYMPATHY

Check out the entire 2015 Education Calendar at FTDi.com/FTDUniversity.

SYMPATHY