Sanger M&E Flower Shop

sangermandeflowers.com. sangermeflowers@gmail.com. FB: (559) 356-6106. Insta: 559-875-5574. Sign: 559-875-9192

I really enjoyed my visit to Sanger M & E, Flowers, which is a small local flower shop located at 1348 Church Avenue, Sanger, Ca. The shop was established in 2001, and moved to its current location 4 years ago. Sanger M & E is owned by Eli Cruz, and his partner/employee Mark. Mark has spent the last 35 years as a florist and together they boast 50+ years in the floral industry. Eli prides himself on being a shop that, “cares about the community.” This is at least partially represented by the host of kitties that grace the shop, cats that were abandoned after pandemic restrictions eased, and Mark has adopted, spayed/neutered, and cares for at the shop.

AIMS:
During our chat Eli expressed, the primary goal of Sanger M & E was to continue to build a financially successful flower shop in Sanger, CA. However, they would also like to build awareness within their own community of their new retail location, which offers fresh floral arrangements, plants, and gifts. In addition, they would like to encourage online engagement through the use of Facebook and Instagram, as well as, create a consistent online feel with their brand. Finally, Mark and Eli emphasized that they want to create “good feelings,” in the community associated with their shop, name, and services.

STYLE:
Mark and Eli like to describe their flower shop vibe as, “easy-going,” and a place that cares for the community. Their verbal style begins with the name Sanger M & E, which represents their pride in, and focus on the Sanger community, while the M stands for Mark, and E- Eli. However, current slogan’s are mixed, with an old connection to General Grant Gallery, and they use Flowers, Flower shop, Flowers and Gifts, and gift shop. Their online story is vague, and only emphasizes their service of customers since 2001; but omits Mark or Eli’s story or personas, which include a rich history in the industry and unique and artistic expression. Instagram and Facebook social media post focus primarily on imagery, with written communication having a slightly formal tone of voice, with an emphasis on information, e.g., pricing, upcoming order options, reminders, etc. However, they are wanting a consistent message on social media, as well as, staff clothing, and marketing thanks you’s.

Their current visual style is also mixed, with fonts in script, serif, and sans serif. The logo is a pink daisy, that is reflected on signs at the retail location, as well as, the website. Facebook and Instagram do not currently display a logo. Colors on marketing material are pink, red, and multi-colored. Sanger M & E are currently are out of business cards, but do have an informational post card. Each layout and design are different, with the pink daisy being the most unifying part of the message.

MARKET POSITION:
Sanger M & E Flower Shop is one of two shops located in the Sanger area, and one of 5 in the next closest small town of Reedley, CA that share the same service area.

SANGER M & E Flower Shop Verbal: Sanger focused, formal tone of voice, multiple messages Visual: pink daisy, mixed fonts mixed design in multiple locations Price: mid-range (1 doz roses $84.95)	Reedley Flower Shop Verbal: website only, formal generic voice Visual: could not find a logo, or facebook page, generic website Price: lower-range (1 doz roses $78.74)	Kiku Floral Verbal: fun, vibrant, playful, all social media communications esthetically pleasing. Visual: Logo modern, clean design, playful flower, script font. Price: upper range (1 doz roses $99.50)
Flowers In a Basket Verbal: .net, positive message, focus on “joy” and “serving,” busy inside shop, quick efficient communication. Visual: bubble font, rose, teal & pink, need refreshed, but consistent. Price: mid to upper range (1 doz roses $89)	Casadelencanto Fresh Flowers & Home Decor Verbal: last reel showing Christmas decor Visual: Error: Does not have a working website, Facebook page- color scheme hot pink, script font, cottage logo Price: no information available.	Aurora’s Flowers Verbal: Facebook only, a gif valentine reels reminder, no website, very little online communication. Visual: No logo, pink name in script, beautiful entrance. Price: no information available.

AUDIENCE:
Perhaps somewhat surprisingly, both Mark & Eli estimated there was an even spit between their male and female customers, and also noted that although they have customers ranging in age from 15-100, they have a consistent base of 15-20 year-olds . Currently, most of their customers are locals, who either call or visit the retail shop to place their orders. However, they have seen some growth on online ordering, and would like to see even more activity, especially engagement from Facebook and Instagram.

DEFINE:
Sanger M & E Flowers is a retail and online flower shop, who specialize in fresh floral arrangements, including Birthdays, Graduations, Prom’s, Weddings, Special Events, and Funerals. Essentially they mark occasions with flowers and gifts, from birth until death. They operate out of their retail store in Sanger, which house their fresh flowers and gifts. They are a team of two, with Eli handling much of the design and daily operations and Mark handling business affairs, deliveries, etc. They love the Sanger community and enjoy being a part of their lives, walking them through the joys of special occasions, as well as, holding their hands through the sorrow of loss. Their shop is intimate, artistic, whimsical, unique, eclectic, quant, charming and cozy. Mark and Eli are relaxed, informal, serious, and hold a sincere belief in the good that they are doing. In fact, they were kind enough to stop on a busy Saturday to answer random questions from an Instructional Design student. They value being the warm little eclectic shop that stops and cares for ANYONE in the community, no matter who they are.

BRAND PLAN:
Sanger M & E Flowers brand should communicate that they are small and cozy, not your everyday big flower shop. This means that they not only offer fresh flowers, but gifts and plants, but also will make a customer feel at ease. They mark occasions with flowers and gifts, from birth until death, which makes them intimately connected to the community of Sanger.