Training Tips and Adaptable Designs

For florists who can offer deliver/curbside services, Mother’s Day could be a surprisingly strong sales event. How do you make the most of the holiday with a reduced team, including employees who are taking on new roles during the crisis? If you aren’t sure about the exact product you’ll have, how can you plan and market effectively? Join Derek C. Woodruff AIFD, CFD, CF, PFCI, of Floral Underground in Traverse City, Michigan, to learn more about design room training tips that will help you make the most of your lean workforce this holiday — along with practical ideas on how to capitalize on the product you do have access to, in the design room and through your communications with customers. 

Derek Woodruff, AIFD, CFD, PFCI, CF


Floral Underground

Derek Woodruff joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study the trade through institutes such as Michigan State University, the Michigan Floral Association (MFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground. Woodruff enjoys presenting on stage, in hands-on workshops, and also online to audiences of floral designers and consumers alike. He has won numerous awards including the 2016 Sylvia Cup Design Competition. 


Training Tips and Adaptable Designs
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