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Florists' Review - September 2022

Florists' Review Media Group has served the global floral in study for over 124 years.

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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 47 foliages and vessels for each class, but for some classes, we provide students with options for their accent materials so they can personalize their creations. For example, for our wreath classes, we offer students a choice of traditional, rustic or merry ribbons and embellishments." About the in-school workshops, Patriquin shares that the "anksgiving Centerpiece" workshop features a different design each year, varying the color scheme, vessel and accent materials. is attracts repeat students who know that they will learn something new. Cass School's wreath classes (this year, "Wonderful Wreath" and "Welcoming Wreath") are its most popular holiday offerings, selling out every year. "We teach students how to handcraft a wreath on a wire frame with an assortment of seasonal evergreens and offer a choice of accent materials with which students can decorate their wreaths," Patriquin explains. Patriquin also notes that people always want to create what is popular, which is why Cass School offers the "trending design" category. "We select an arrangement style that is in fashion on social media now ; before there was social media, it would be what one saw in style or home magazines," she says. "is year, we are offering a 'Glorious Table Garland' class in which we will teach students how to construct a table runner with a choice selection of seasonal foliages and Eucalyptus and offer different options for embellishment." For the "natural arrangement" category, Patriquin says, "We teach a rustic and relaxed-style design that often features wood elements and natural accents such as pine cones and berries." Noting that these classes are part of the school's core business and not an additional revenue stream as they would be for a flower shop or floral design studio, Patriquin says that the "Festive Holiday Classes" are among its most popular and are a strong and consistent revenue source. For Cass School, getting the word about its classes is done via social media, e-mail and direct-mail postcards. "In addition, in our other classes throughout the year, we promote our holiday classes as a great way to gather with family, friends and colleagues during the holiday season, to share a creative experience," Patriquin adds. Patriquin says that holiday classes are a wonderful way to build stronger relationships with existing clientele and attract new customers, and she offers some of the tips for florists thinking about offering classes as well as those who already do. 1. Before pricing classes, create sample arrangements to ensure the prices you set adequately cover the cost of all materials used and allow for a profit. Don't forget to include all incidental costs such as packaging for students to take their creations home and refreshments. 2. When you create the sample arrangements, make a note of each step in the design process. These notes can serve as your class outline and remind you to communicate the design steps and techniques to students. 3. Establish the terms of your class refund and cancellation policies, and communicate these policies to participants when they register for classes. Having a registrant fail to attend is too bad, but offering a refund takes money you could have earned from another student. As such, Cass School offers no refunds. If you choose to offer refunds, consider options to avoid income loss. For example, instead of refunding a class fee to a student who can not attend, allow the student to send someone in his or her place or to pick up the flowers and materials after the class. Setting ground rules ensures no miscommunication by those attending. 4. Contact your insurance agent to verify that your business policy sufficiently covers hosting classes and students in your store or studio.

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