Ohio Florists’ Association Updates Image

COLUMBUS, Ohio – The Ohio Florists’ Association (OFA) Board of Directors voted at the recent Short Course to “repackage OFA’s external image,” adding a tagline to clarify the association’s scope and membership. “OFA – an association of floriculture professionals” will debut Jan. 1, 2003.

“This repackaging is a direct result of OFA President Joe Boarini’s committee challenge to consider what OFA is about and whether the name reflects it,” said John Holmes, OFA executive director. “The resounding response was that the name was not reflective of the national nature of our professional floriculture membership. With 77 percent of OFA’s membership from outside of the state Ohio, it seemed the name was not truly representative of our national scope.”

In fact, OFA’s membership includes professionals in various segments of the U.S. floriculture industry, from growers and garden center operators to retail florists and interiorscapers.

“By adopting this new image, or packaging, OFA can maintain its core branding yet create new marketing opportunities,” Boarini said. “This seems an appropriate way to stay tied to OFA’s heritage yet create a bridge to the future.”

The corporate name will legally remain the Ohio Florists’ Association Inc., but the new brand and tagline will be used for external and marketing purposes, Boarini added.

The author is Managing Editor of Interior Business magazine and can be reached at acybulski@gie.net.