US: SAF wants to strengthen members' digital brand

The Society of American Florists has hired a digital strategy manager tasked with strengthening the association’s and its members’ digital brand.

Max Duchaine joined SAF on Sept. 7 after working in both the nonprofit and business worlds. A 2011 graduate of Longwood University in Farmville, Virginia, Duchaine brings a wealth of experience in new media and digital marketing practices to the new position and said he’s excited to bring that skill and experience to SAF and the floral industry.

“I consider myself to be a creative problem solver with an analytics-first mentality,” Duchaine said. “When I’m not measuring campaign efficacy, I’m architecting complicated integrated marketing strategy and toying with social media practices to improve engagement.”

Duchaine was hired out of college to institute digital marketing efforts for Cobb Technologies in Richmond, Virginia, a well-established B2B business that was struggling to adopt new media and digital marketing practices. At Cobb, he put in place a social media and email marketing strategy that highlighted the company’s strengths and pitched their products in a solutions-based mentality.

“As the digital footprint grew, so did participation in events, promotions and ultimately sales,” he explained.


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