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All-America Rose Selections (AARS)

All-America Rose Selections (AARS) – an independent, non-profit organization representing 90 percent of the rose growers in the U.S. – selected Ruder Finn (RF) to design and drive their marketing and communications programs, which included reinvigorating the 68-year old organization’s brand; expanding the relevance of roses beyond the perception of “plants for little old ladies;” increasing the perceived value of membership and bolstering rose sales. 

RF’s strategy updated the AARS brand, and rolled the new look out through a cohesive portfolio of marketing materials targeting the general public, media and retail channels.

Objectives

• Modernize organization’s outdated brand, processes and perception
• Generate consumer demand for AARS winning roses, past and present

Program

• Updated the AARS logo and created a tag line to present a more “modern” image of roses, and to help build consumer confidence in rose plants.
• Leverage the new logo to redesign the AARS “Winner’s Emblem” to build consumer awareness – and strengthen the AARS brand.
• Updatewww.rose.org to appeal to modern homeowners versus niche audience of rose fans

Results

• Updated Logo: New look stands out in garden centers and gardens nationwide
• Updated “Winner’s Emblem”: Reinforces AARS logo with a more modern
• Updated website: Traffic and visit duration have both increased steadily since the new site launched, and newsletter subscriptions are up by 8.5 percent.

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