The Growing Concern June 2024

TheConcernGrowing

NAVIGATING CHOPPY WATERS

Strategies For Handling Difficult Clients In The Green Industry

CAMERON MANERI

Cleary Brothers Landscaping

In the lush and thriving world of the green industry, where every seed planted holds the promise of new life and every bloom symbolizes beauty and growth, one must also navigate the occasional storm. Just as in any field, dealing with difficult clients is an inevitable challenge. Whether you’re a landscaper, a horticulturist, or a sustainability consultant, learning how to handle hard clients is a crucial skill for success. In this article, we’ll explore effective strategies for managing challenging client relationships.

COMMUNICATION IS KEY

The cornerstone of any successful client relationship is effective communication. Establish clear channels of communication from the outset, outlining expectations, project time lines, and deliverables. Listen actively to your client’s needs and concerns, and be proactive in addressing any issues that may arise. Regular check-ins and progress updates can help maintain transparency and build trust, mitigating potential misunderstandings or conflicts down the line.

When faced with a difficult customer, effective communication becomes crucial. Start by actively listening to their concerns without interruption or judgment. Let them express their frustrations or grievances fully, demonstrating empathy and understanding for their perspective. Once they have shared their concerns, acknowledge their feelings and reassure them that their feedback is valued. Then, calmly and professionally address each issue one by one, offering solutions, or compromises when possible. Keep the lines of communication open and transparent, providing regular updates on progress and actively seeking their input throughout the process. By maintaining open and honest communication, you can build

trust and rapport, turning a challenging situation into an opportunity to strengthen the relationship.

SET BOUNDARIES & MANAGE EXPECTATIONS

Clearly define the scope of work and set realistic expectations from the beginning. Be up-front about what services you provide, what is included in your pricing, and any limitations or exclusions. Establishing boundaries helps prevent scope creep and ensures that both parties are on the same page throughout the project. If a client requests additional services outside the agreed-upon scope, discuss the implications of the time line and budget before proceeding.

Moreover, managing expectations involves more than just outlining the scope of work; it also requires setting realistic time lines and milestones for project completion. Be honest about the time frames involved in each phase of a project, taking into account factors such as weather conditions, availability of materials, and manpower. Keep the client informed of any delays or setbacks as soon as they come up, and work together to adjust expectations and find solutions. By setting clear boundaries and managing expectations from the outset, you

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COVER: 2023 Landscape Ohio! Awards entry in the category of Residential Installation, submitted by Ground Works Land Design.

PRESIDENT’S COLUMN

Navigating Choppy Waters: Strategies For Handling Difficult Clients in the Green Industry

NEW MEMBERS

PERENNIAL FOCUS

Phlox Paniculata: Garden Phlox

FISCAL FITNESS

Portfolio Reviews

FOR SAFETY SAKE

Recreational Marijuana: What Ohio Employers Need To Know Now

PLANT OF THE MONTH

Viburnum Prunifolium: Blackhaw Viburnum

FEATURE ARTICLE

Allocating Your Marketing Budget as a Green Industry Business

FEATURE ARTICLE

When To Buy, Sell, or Trade Your Commercial Fleet of Vehicles

DIRECTIONS

ADVERTISING

OHIO’S PROFESSIONAL GREEN INDUSTRY ASSOCIATION

OHIO LANDSCAPE ASSOCIATION

9240 Broadview Road

Broadview Heights, Ohio 44147

Phone: 440.717.0002

Toll Free: 1.800.335.6521

Web: www.ohiolandscapers.org and www.myohiolandscape.com

DESIGNER / EDITOR

Rick Doll

REGULAR WRITERS

Michael J. Donnellan, M3 Wealth Management

Dr. Jim Funai, PhD., Cuyahoga Community College

Shelley Funai, Stan Hywet Hall and Gardens

Cameron Maneri, Cleary Brothers Landscaping

Sandy Munley, Ohio Landscape Association

Bobbie Schwartz, FAPLD, Bobbie’s Green Thumb

ADVERTISING INFORMATION

Submission deadline: 10th of the month, prior to the month of magazine publication. For advertising rates and ad specs, please call 440.717.0002, or email Rick Doll Jr. at rick@ohiolandscapers.org.

DISCLAIMER

The Ohio Landscape Association, its board of directors, staff and the editor of The Growing Concern neither endorse any product(s) or attests to the validity of any statements made about products mentioned in this, past or subsequent issues of this publication. Similarly, the opinions expressed in The Growing Concern are those of the authors and do not necessarily represent the views of the Ohio Landscape Association.

OFFICERS

President

Cameron Maneri

President – Elect

Ryan Drake

Treasurer

Brandon Barker

Immediate Past President

Stephanie Gray, LIC

DIRECTORS

Amy Gatoo

Philip Germann

Matt Malone

Tim McCaskey

Bob Ramser, LIC

Tom Rieder, LIC

CALENDAR OF EVENTS

UPCOMING EDUCATION SEMINARS & EVENTS

JUNE

JUNE 28

27th ANNUAL AWARDS GALA

Join Ohio’s landscape community for an evening out as we reveal the 2023 Landscape Ohio! Award winners. This is a great opportunity for those of you who have been contemplating entering, or for those just looking to spend an elegant night out with industry leaders. Register online at www.ohiolandscapers.org/awards-program.

JULY

JULY 9 (Central Ohio) / JULY 11 (Northeast Ohio)

PLANT I.D. CLINIC

This clinic is a hands-on training opportunity for you and your crews covering the basics of Plant ID for plants typically used in Ohio. Sponsored by Willoway Nurseries & Davis Tree Farm & Nursery. See page 7 for more info.

AUGUST

AUGUST 1

24th ANNUAL OLA SCHOLARSHIP GOLF CLASSIC

Join us at Mallard Creek Golf Club for the OLA Scholarship Golf Classic! Our golf outing was created to help generate funding for our scholarship program, targeting qualified students interested in a vocation within the green profession. Call the OLA at 440.717.0002 for available sponsorship opportunities. See page 32 for more info.

WELCOME NEW MEMBERS

REGULAR MEMBERS

Akron’s Finest Mulch 1735 Copley Rd. Akron, OH 44320 (330) 603-5623

Mario Halasa

A & A Masonry 15240A Shedd Road Middlefield, OH 44062 (440) 567-2264

Aaron Byler

City of Upper Arlington 4100 Roberts Road Columbus, OH 43228 (614) 583-5340

Veronica Trommer

ASSOCIATE MEMBERS

The Bernard Firm PLC 11833 Weston Pointe Strongsville, OH 44149 (515) 357-3459

Nataly Mualem

Maverick Insurance Group 5883 Wilson Mills Road, #100 Cleveland, OH 44143 (440) 895-5200

Scott Andrew Mills

Transworld Business Advisors 16600 W. Sprague Rd. #206 Cleveland, OH 44130 (440) 527-0521

Reiner Mueller

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can minimize misunderstandings and ensure a smoother, more successful project outcome.

PRACTICE EMPATHY & UNDERSTANDING

Practicing empathy and understanding is crucial when dealing with difficult clients. Recognize that behind their frustration or demands lies a deeper motivation or concern. Take the time to put yourself in their shoes, understanding the pressures they may be under or the specific needs driving their behavior. By demonstrating empathy, you can establish a rapport with the client and create a more collaborative atmosphere where concerns can be addressed constructively.

Active listening plays a significant role in practicing empathy and understanding. Allow the client to express their thoughts and concerns fully. Acknowledge the validity of their perspective, even if you may not agree with it entirely. This will help to foster a sense of trust and respect.

STAY CALM & PROFESSIONAL

Staying calm and professional is essential when navigating difficult client interactions. In the face of a challenging situation, it’s crucial to maintain a composed demeanor and avoid reacting

impulsively or emotionally. Take a moment to center yourself and regulate your breathing, allowing yourself to approach the situation with clarity and objectivity. Remind yourself of the importance of professionalism and the impact your response can have on the relationship and your reputation.

Maintaining a positive attitude and focusing on finding solutions can help diffuse tension and de-escalate conflicts. Instead of dwelling on the problem at hand, shift your focus to solutions. By staying calm and professional, you not only uphold the integrity of your business but also foster a sense of confidence.

DOCUMENT EVERYTHING

Documentation is paramount when it comes to dealing with a difficult customer. Keep detailed records of all communication, agreements, and changes throughout the project to ensure clarity and accountability. Documenting conversations, decisions, and any deviations from the original scope provides a tangible record of the project’s progression and helps prevent misunderstandings or disputes. Whether it’s through emails, written correspondence, or meeting minutes...

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Sponsored & Hosted by

COURSE INFO

JULY 9, 2024

WILLOWAY NURSERIES

6981 SCIOTO DARBY RD, HILLIARD, OH 43026

JULY 11, 2024

DAVIS TREE FARM & NURSERY 6126 NEFF RD.

VALLEY CITY, OH 44280

AGENDA

8:30AM - 9:00AM REGISTRATION / BREAKFAST

9:00AM - 3:00 PM

CLINIC

LUNCH INCLUDED

COST OLA MEMBERS

NON MEMBERS

OLA EDUCATION SERIES

PLANT I.D. CLINIC

This Plant ID Clinic is a hands-on training opportunity for you and your crews that will cover the basics of Plant ID for plants typically used in Ohio. Plants covered include perennials, groundcovers, ornamental grasses, as well as trees and shrubs - both evergreen and deciduous.

Those who should attend are plant installation staff, maintenance staff, garden center staff, foreman, and anyone studying to take the Landscape Industry Certified Technician’s Test.

GENERAL INFORMATION: This seminar is hands-on training with live plant material. Attendees will need their own notepad and pen, and will need to dress appropriately for outdoor practical training.

YEAR’S INSTRUCTORS

Wendy Moore Eason Horticultural

Kevin O’Brien Lifestyle Landscaping, Inc.

Marie McConnell Lake County Nursery

Jason Veil Secrest Arboretum

Robin Knaup Premier Plant Solutions

Jason Bornhorst Willoway Nurseries

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...maintaining a comprehensive paper trail allows you to refer back to specific details and time lines when addressing issues with the customer.

Additionally, documentation serves as a form of protection in case of disputes or legal issues. Having a thorough record of all interactions and agreements can provide evidence of the agreed-upon scope of work, pricing, and any modifications made throughout the project. In the event of a disagreement, having documentation to reference can help resolve conflicts more efficiently and minimize the risk of potential liabilities. By prioritizing documentation, you not only ensure transparency and accountability but also safeguard your business interests.

ADDRESS ISSUES PROMPTLY & PROACTIVELY

Addressing issues promptly and proactively is essential when dealing with difficult customers. As soon as a problem arises, take immediate action to assess the situation and identify potential solutions. Again, communicate openly and transparently with the customer about the issue, acknowledging their concerns and reassuring them that you are working to resolve it swiftly.

Don’t let problems fester or escalate. By taking swift action to address concerns, you demonstrate your commitment to client satisfaction and can prevent minor issues from snowballing into major problems.

KNOW WHEN TO WALK AWAY

Sometimes, despite your best efforts, a client relationship may become untenable. If a client is consistently unreasonable, disrespectful, or unwilling to cooperate, it may be necessary to part ways, but try and do so amicably. Know your limits and be prepared to walk away from toxic situations that compromise your well-being or integrity. While it can be difficult to turn down business, maintaining your self-respect and mental health is equally as important.

LEARN & GROW FROM EVERY EXPERIENCE

Reflect on each experience, identify areas for improvement, and incorporate lessons learned into your future client interactions. Cultivate resilience and adaptability, knowing that overcoming challenges makes you stronger and more resilient in the long run. Always keep in mind that every interaction, whether smooth or turbulent, is an opportunity for growth and self-improvement.

PHLOX PANICULATA

GARDEN PHLOX

Each year, we eagerly await the announcement of the Perennial Plant of the Year by the Perennial Plant Association. This year’s winner is Phlox paniculata ‘Jeana’.

Phlox paniculata, one of the mainstays of the mid-summer to early fall garden, would normally come into bloom in midJuly but this year, I suspect it will bloom earlier.

Commonly referred to as Garden Phlox, this upright native of the eastern United States is usually magenta-pink in its native habitat. ‘Jeana’, a chance discovery in Tennessee by Jeana Prewitt, is an exceptional garden phlox known for its impressive flower show, tall sturdy habit, and pollinatorfriendliness. Dense, domed trusses crown stiff stems from midsummer to early fall. Individually, the fragrant lavenderpink flowers are significantly smaller than typical garden phlox – only about half an inch wide – but the show at peak is eye-popping, nonetheless. This is a case where bigger is not better, from a pollinator’s perspective anyhow. In trials

at Mt. Cuba Center in Delaware, the nectar-rich flowers of ‘Jeana’ attracted more butterflies – Eastern Tiger Swallowtails were especially plentiful – than any other garden phlox in their study. Hummingbirds and other pollinators are fans too.

Topped with flowers, ‘Jeana’ can reach five feet tall and four feet wide, although size will vary geographically. Its bright green leaves are highly resistant to powdery mildew, so ‘Jeana’ has a striking summer look with or without flowers. Because she is so tall, I have decided to experiment this year. I will prune her in half as soon as she is one foot high. (The deer usually prune my phlox for me but seem to ignore ‘Jeana’, at least so far.) This should cause her to be a bit shorter but also much bushier. If you do not prune, I suggest planting another perennial in front of her.

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BOBBIE SCHWARTZ, FAPLD

Bobbie’s Green Thumb

Phlox ‘Jeana’ closeup.

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Tall garden phlox provide structure and color in summer gardens and are good bridging plants between early and later flowering perennials. ‘Jeana’ is at home in traditional borders and meadows and is a natural in pollinator gardens. Mix ‘Jeana’ with other tall perennials such as bluestars (Amsonia), Shasta daisies (Leucanthemum ×superbum), and switch grasses (Panicum virgatum). Or let its handsome foliage be the backdrop for shorter companions such as coneflowers (Echinacea), alliums (Allium), and woodland sages (Salvia nemorosa).

Like most phlox, ‘Jeana’ is hardy in zones 3 to 8 and needs full sun and moist, well-drained soil. Deadheading will promote continued bloom and prevent self-seeding which can produce inferior seedlings. I recommend using a deer spray since deer seem to enjoy munching on phlox.

Need a phlox that is a bit taller than usual and is highly resistant to powdery mildew? ‘Jeana’ is the solution.

Bobbie Schwartz, FAPLD, owner of Bobbie’s Green Thumb in Shaker Hts., Ohio, is a landscape designer, consultant, freelance writer, and lecturer whose specialties are perennial gardens and four season landscapes. In addition to being an Ohio Landscape Association (OLA) member, she is an active member of the Ohio Nursery and Landscape Association (ONLA) and Perennial Plant Association (PPA). Bobbie is a Past President of the Association of Professional Landscape Designers (APLD).

The lower stems of Phlox ‘Jeana’ are hidden by the large Hakonechloa ‘All Gold’ in one of my garden beds.

MICHAEL J. DONNELLAN M3 Wealth Management

PORTFOLIO REVIEWS

Every person should have continual reviews of their overall portfolio, whether in stocks, bonds, mutual funds or especially a 401(k) or retirement plan. Many people will be over-concentrated in one security or sector. Diversification will reduce the overall risk in a portfolio. Mid-year is a good time to conduct a quick review. Adjusting positions in a portfolio is much easier than a decade ago.

Be aware of big moves in particular sectors, which can lead to over-concentration. Big name technology stocks made huge gains in the last couple of years. Without rebalancing, these technology stocks would now be unbalanced toward these positions, increasing risk in the overall portfolio. We have seen a number of times when technology stocks decline 35% or more.

Another point is interest rates have really risen the last two years. That offers investors an alternative to only stocks. One-year Treasury Bills now pay over 5%.

Rebalancing is important because any mix of investments will get out of whack over time. Your bond funds won’t grow

at the same rate as your stock funds (and usually will not lose as much), your U.S. and foreign funds will post differing returns, and funds following different investment styles will behave differently from each other, too.

For example, if you had started the year with a 50/50 split between your value and growth funds, and your value funds gained 15% for the year while your growth funds lost 12%, you would have ended the year with a 57/43 split between value and growth.

That shifting mix matters. You had a reason for dedicating a certain portion of your portfolio to U.S. stocks, a certain portion

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to foreign, and so on. You built your portfolio to reflect your investment goals and the level of risk that you’re comfortable with. But if your portfolio has drifted far enough away from that original mix, it will no longer be the same fit for you.

Look for lower-cost alternatives for your investments. An ETF with an expense ratio of 0.05% may be just as good (or better) as an actively managed mutual fund with an expense ratio of 0.75%. That’s extra money every year going into your pocket instead of a fund’s advertisements and portfolio managers. Finding alternatives is also much easier for individual investors with so much more transparency and access to institutional-type funds.

Finally, look at your portfolio. Do the individual investments still fit within the goals and objectives you have in mind? If not, readjust and rebalance. Does the overall portfolio offer enough diversification? Once again, readjust and rebalance. Does the overall portfolio look too risky or overly conservative? Readjust and rebalance the portfolio to fit with the goals you have set.

The theme of this month’s article is to make sure periodic reviews are conducted on your portfolio. Talk to your financial professional to help with your specific needs.

Michael J. Donnellan specializes in stock selection and retirement planning. Feel free to contact him with any questions or comments at the M3 Wealth Management office at 17601 W. 130th Street – Suite 1 in North Royalton, Ohio. Phone number (440) 652-6370 Email: donnellan@m3wealthmanagement.com

Securities and advisory services offered through L.M. Kohn & Company Registered Broker/Dealer Member FINRA/SIPC/MSRB 10151 Carver Rd. Suite 100 – Cincinnati, Ohio 45242 (800) 478-0788

Scenarios illustrated are hypothetical in nature, results may vary. Investing is subject to risk which may involve loss of principal. Past performance is not indicative of future results.

The M3 Wealth Management Office does not provide legal or tax advice. Consult an attorney or tax professional regarding your specific situation. The information herein is general and educational in nature and should not be considered legal or tax advice.

RECREATIONAL MARIJUANA

WHAT OHIO EMPLOYERS NEED TO KNOW NOW

Recreational marijuana could be available for sale in Ohio by mid-June, after new licensing rules for dispensaries cleared a key legislative hurdle on Monday, May 13, 2024.

Adult-use sales have been in limbo in the state since December 7, 2023, when an initiated statute approved by voters went into effect. Ohioans 21 years and older are now able to legally purchase, use, and grow recreational marijuana. Specifically, adults can legally possess up to 2.5 ounces of marijuana, possess up to 15 grams of cannabis extract, and grow up to 6 marijuana plants at home. That said, until now, they had nowhere in the state to legally buy it.

In May, the Joint Committee on Agency Rule Review allowed rules to proceed without objection that clear the way for a dual licensing program that will allow existing medical marijuana dispensaries to also sell non-medical pot products. Jim Canepa, superintendent of the Division of Cannabis Control, said applications will be available no later than June 7.

HOW DOES LEGAL OR RECREATIONAL MARIJUANA AFFECT OHIO EMPLOYERS?

So the issue becomes: How will the legalization of marijuana in Ohio impact employers and the workplace? The major question vexing Ohio businesses, employers and their employees is whether or not an employer can continue to prohibit the possession or use of legal marijuana by employees while on company premises and/or while working.

The new law addresses and allays these concerns by stating that an employer is not required to “accommodate an employee’s use, possession, or distribution of adult-use cannabis.” Thus, like Ohio’s medical marijuana law, which remains unchanged, employers can continue asserting their rights to demand a drug-free workplace.

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Since 1986, VanCuren Tree Services has been Northeast Ohio’s complete tree care specialist. We provide comprehensive services for any residential, commercial, or utility tree care need.

The tree professionals at VanCuren Tree Services have helped home and business owners throughout Greater Cleveland and Northeast Ohio maintain the beauty, vitality, and safety of their trees.

We are proud to offer a full range of tree care services, from tree and stump removal to storm damage clean up to utility work and beyond.

To find out more about what VanCuren has to offer, visit our website at www.vancurentreecare.com, or call us at 440.338.5005 today for a free consultation.

• Certified Arborists on Staff

• Tree Removal • Tree Trimming

• Land Clearing

continued from page 18

Of particular importance to employers, the new law legalizing marijuana in Ohio addresses some important questions.

Can An Employee Be Fired From Their Job For Using Or Possessing Legal Marijuana in Ohio?

Employers are not prohibited from refusing to hire, firing, disciplining or otherwise taking an adverse action against an employee because of the individual’s use, possession, or distribution of marijuana. An employee’s termination for use of marijuana in violation of the employer’s drug policy is deemed “just cause” for purposes of unemployment compensation. The most effective and easiest way to view the new law is to equate marijuana with alcohol and treat them identically. If supervisors have reason to suspect that an employee is impaired at work, they are allowed to implement their drug-free workplace policy and require testing. If the employee tests positive for either alcohol or marijuana, employers can apply the discipline contained in the policy.

Can Ohio Employers Drug Test Employees for Smoking or Using Marijuana?

Yes, the same holds true for pre-employment testing, postincident testing, and return-to-work testing. Employers are permitted to apply discipline or withhold employment from candidates who test positive for marijuana.

Can Employers in Ohio Ban Legal Marijuana at Work or Prohibit Employees From Using Marijuana?

Employers are specifically allowed to continue enforcing their drug-free workplace policies and testing procedures.

Can Ohio Employers Be Sued For Disciplining Employees Who Use Legal Marijuana?

There are no new causes of action created by the new law that would permit employees and/or applicants who have been subjected to an adverse action due to their legal use of marijuana to sue an employer.

Is Legal Marijuana Treated Differently From Alcohol at Ohio Workplaces?

While marijuana will now be treated like alcohol in the workplace, all employers must also be cognizant of the fact that marijuana, unlike alcohol, can remain in one’s system up to a month after use. This reality has caused some employers to revamp their drug-free workplace policies and treat safetysensitive positions different from other positions.

For employers seeking to maintain a safe and drug-free workplace, cannabis legality has complicated industry standards and best practices. This is especially true in trade industries, like landscaping, where sobriety and on-site safety are paramount.

In closing, the new recreational marijuana law should provide the impetus for all employers to review their drug-free workplace policies and update where necessary. It is recommended that each employer update their policy so that it specifically includes marijuana, be it recreational or medical. Employers should also think through the new law to ensure that their workforce needs will not be restricted by their current policies. Always consult with your attorney to ensure legal compliance and appropriateness for your business operations.

This article appeared on the Alloy Employer Services blog, located at www.alloyemployer.com/blog. Alloy Employer Services is an innovation leader in Risk Management helping clients to successfully manage their workforce and the worksite risks they face leading to reduced cost, simplified administration, and improved outcomes. Alloy manages workers compensation, employee benefits, and other core HR functions for its clients with operations across the country.

JIM FUNAI, PhD

Cuyahoga Community College

SHELLEY FUNAI, LIC

Stan Hywet Hall and Gardens

VIBURNUM PRUNIFOLIUM

BLACKHAW VIBURNUM

Here is another beautiful native shrub that should be included in many more landscapes. With a native range reaching as far east as Connecticut, heading west to Michigan, and all the way south to Georgia and on over into eastern Texas, this shrub can be found growing native in 28 different states!

The word “haw” shows up in many plants native to the east coast, including Hawthorn, Redhaw, and Hawberry, (localized names for Crataegus), Blackhaw (Viburnum prunifolium), and Possumhaw (Ilex decidua). And, while it can often be hard to trace the names of plants – especially common ones –sometimes the best we do it is to follow the literature.

In this instance, it looks like the use of “haw” began in Europe in Norse (hagi), Saxon (hago), and German (hag), which were used to describe fortified enclosures. This continued thru the modern Dutch (haag). Eventually, as the English and Viking cultures blended in England, in reference to tightly sheared rows of plants to designate property lines and contain livestock, the word morphed into “hæge,” which became “hedge.”

At the time, there was a common plant used in these hedges – thanks to its thorns – making it great for the enclosure of livestock. The word shifted back and forth between these cultures, referencing these trees as Hagedorn (Dutch and German), or hagtorn (Swedish), which of course is our modern Hawthorn.

These cultures eventually moved to the new world and discovered new plants. Of course, they recognized our native Hawthorns and call them as such. However, there were plants not as recognizable, yet with similar traits. In the case of this month’s plant, the flowers resembled Hawthorn, but the fruit was black. The first recorded use of Blackhaw comes from 1688 from naturalist John Ray.

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John Ray was an English naturalist who was attempting to catalog and name living things in a pre-Linnaeus world. Living things were given very descriptive, but long, names. The use of Blackhaw would have been a part of a longer name (but in Latin) and basically said, plant that has black fruit like Hawthorn, but isn’t a Hawthorn.

Older stands of Viburnum prunifolium can form small trees staying under about 20 feet, but with a distinct central leader, which is uncommon in the Viburnum world. Typically, this plant is a suckering shrub in the landscape, forming a colony of stems hanging out in the 12 foot range. Klyn Nurseries recently introduced a very reliable tree form called ‘Dark Tower’ which maintains a central leader and makes for a wonderful small tree.

In May, the creamy-white flowers will bloom in large, 4-inch cymes (a flat toped cluster of small flowers) that don’t have much scent. While not as exciting as a Korean Spice Viburnum, at least it isn’t the other end of the spectrum and pugnant like Arrowwood! Even without a scent, those pollinators who are busy in May will do their work on these shrubs, setting the stage for fall fruit.

As the flowers fade towards the end of May, the leaves reach full expansion and lose the hints of red in the new growth, becoming deep green, glossy backdrops to summer flowers in the mixed border. As the specific epithet hints with “prunifolium,” the leaves closely resemble leaves on Black Cherry (Prunus serotina). In fact, it is easy to pass by the shrubs in the wild during summer and assume it is a seedling Black Cherry. Upon closer inspection, you will notice the petiole of the leaf does not have the conspicuous little glands that Prunus do, which can help you to identify it correctly.

As fall approaches, rose-colored berries will appear on the shrubs in large clusters, contrasting brilliantly with the deep green foliage. As fall marches on, leaves will take on a range of oranges and reds and the fruits will deepen in color to a deep blue-black. This color change in the fall is what really makes this a stunning ornamental shrub. To have the pink/ green contrast then change over to the black/red makes for nearly two months of beautiful fall display.

Leaves will eventually drop and fruits will remain on the plants into winter. Depending on the severity and timing of snow falls, the birds hold this plant in reserve until it becomes increasingly difficult to find food. Later into winter, the birds will be thankful for you adding these plants into the landscape so that they have a food sources later in the season.

Since this is a native Viburnum, it is susceptible to the Viburnum Leaf Beetle (Pyrrhalta viburni). VLB is native to Eurasia, so Viburnums native to that region are fairly resistant, while our natives – especially Arrowwood – can get hit hard in bad years. Control tactics for VLB include contact sprays prior to bloom (don’t spray when blooming to protect pollinators). Use low toxicity sprays on the larval stage in late April to early May (soap, hort oil, pyrethrin, Spinosad). After flowering, a systemic product like clothianidin or imidacloprid can be soil drenched for control of the adults.

This shrub is an ornamental powerhouse that deserves space in your next design. Don’t let an easily managed pest like Viburnum Leaf Beetle dissuade you from incorporating it into your landscapes. The benefits to our native pollinators and birds alone is worth the effort. We hope you fall in love with this shrub just like we have!

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Jim Funai, PhD, is full-time faculty at Cuyahoga Community College, a NALP accredited associate of applied science in hoticulture degree program. He has a PhD in Landscape Engineering and Forestry and is a Licensed Arborist. Shelley Funai is Grounds Manager at Stan Hywett Hall and Gardens in Akron, Ohio, which offers a historic estate designed by Warren H. Manning and a beautiful manor house museum. She is Landscape Industry Certified in Ornamental Plant Care.

Allocating Your Marketing Budget as a Green Industry Business

Leading landscape industry firms spend approximately 2%-5% of their top-line revenue on marketing, and that’s on the low end of the scale. On average, small businesses invest 8% of their revenue in marketing. The rule of thumb is to allocate 70% of your marketing budget to proven strategies, 20% to new strategies, and 10% to experimental strategies that could be opportunities for future growth. There’s a direct correlation between marketing budget allocation and revenue growth.

Your marketing budget should increase as your company grows, the more revenue you bring in, the more you need to invest in marketing to continue to grow. While working with a marketing agency may not be within the budget when you first start your business, working with people you trust as experts is essential as your business grows. Their expert insight can have a massive impact.

Investing in lead generation is always a solid plan. Keeping the top of your sales funnel filled with new leads is excellent for longevity – just remember conversion doesn’t happen overnight. Focusing on bottom-of-the-funnel marketing increases ROI by targeting leads who are close to conversion, so you may see results faster, but only because these leads are further along in the customer journey. Each marketing system component and channel are important in the customer journey.

SOCIAL MEDIA

Allocating a portion of your marketing budget to social media initiatives helps drive meaningful interactions and engagement with your target audience, usually within the early stages of the their customer journey. Compelling visuals, engaging content, and targeted paid advertising on platforms like Facebook and Instagram can capture the attention of users and introduce them to your brand and build brand awareness.

Once potential customers know your brand, social media plays a role in nurturing their interest. By consistently sharing valuable and relevant content, your green industry business educates and inspires its audiences. Social channels are a great platform to share content from your website that establishes you as an industry expert.

WRITTEN CONTENT CREATION

After creating brand awareness, content creation comes next. Content marketing builds upon itself, and when your content is evergreen it’ll keep working for you 24/7/365 indefinitely. It serves as your front-line sales team, helps qualify prospects, nurtures leads, and educates your audience.

According to a recent study, companies spend approximately 46% of their marketing budgets on content creation. This number includes strategic planning, organic SEO efforts, resource allocation, writing, and more.

Blogs are among the top three media formats with the highest ROIs, partly because the content can be repurposed throughout various channels. While first appearing on your website, you can share them on social media, in email campaigns, and even throughout the sales process when your team needs to share information with a customer.

Most consumers have already researched extensively before reaching out to your business, so providing answers on your website to frequently asked questions and solutions to common pain points will help qualify for your leads, ultimately saving

you time. The sheer volume of content needed to be successful requires strategy and investment, but the ROI is worth it.

Should You Use AI To Produce Your Lawn, Landscape, Or Outdoor Living Business Content?

If your business is new and you don’t have the budget for professional content writers, an artificial intelligence (AI) solution such as ChatGPT can be a helpful tool. However, because it can provide unreliable information it should be used with human oversight to ensure it meets your brand voice and provides relevant and accurate information. There’s no replacement for human ingenuity, but AI can be used to make the content creation process faster. Keep in mind your strategy will need to change as your business grows in order to elevate your brand.

VISUAL CONTENT CREATION

Video, followed by images of your projects, has the highest ROI of any media format. It outperforms all the others by far, with 91% of marketers plan to increase or maintain their investment in YouTube this year. Video has maintained its place as the most popular and effective media format for four years in a row.

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There is no better sales tool than your finished projects. Investing in professional photos and videos elevates your content and helps you stand apart from the competition. This visual content can be used to create case studies or used as they are on your social media channels, website, blogs, email campaigns, and even printed materials like sales brochures.

EMAIL MARKETING

Often overlooked, email marketing is effective in the middle and later stages of the customer journey, during the consideration, conversion, and loyalty phases. Targeted and personalized email content helps nurture potential customers, drive conversions with compelling calls to action (CTAs), and helps retain and engage (and re-engage) customers.

Implementing a customer relationship management (CRM) system will help you fully leverage the power of email marketing. It provides a centralized platform for managing customer data, segmentation, and automated email campaigns. Integrating CRM with email marketing efforts provides valuable insights into the behaviors, preferences, and interactions of your leads and customers.

Email is an owned channel, meaning no outside forces control your reach. Unlike social media platforms, your email reach isn’t dictated by an ever-changing algorithm. Part of your budget must be allocated to owned media channels, including email and your website.

SEO BASICS FOR WEBSITES & GOOGLE

No part of your marketing plan works in a silo, rather they’re all connected and support the other. The goal is to make it as easy as possible for your target audience to find and engage with your brand by being present in the places they hang out online. The more optimized content available online, the more likely your ideal customers will find you and eventually convert.

WEBSITE DESIGN

The user experience (UX) is the most important aspect of any website. It needs to be visually pleasing, up-to-date, and easy to use. With over 50% of website visitors leaving a website that takes more than 3 seconds to load, it needs to be fast, too. Plus, 65% of web traffic comes from mobile devices, making investing in a responsive website design essential.

Your website serves as a touchpoint throughout the customer journey, especially because it is a hub for your content. Since your content reaches leads at every journey stage, visitors will view different pages at different points.

For example, a combination of website SEO efforts and paid Google Ads may bring a lead to your blog post about paver patio design ideas. From there, they may click on your About page to learn about your company as part of their research process. Later, they may see a Facebook Ad promoting a recent testimonial that’s featured on one of your case studies, so they click to see the case study. continued on page 30

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Eventually, they click on the Paver Patios service page, fill out a form for a phone consultation, and officially convert –all from your website content and paid ads.

OPTIMIZED GOOGLE MY BUSINESS LISTINGS

GMB listings are essential for lawn, landscape, and outdoor living industry businesses because they help target locals. 84% of searches for businesses are discovery searches, while only 16% are direct searches. Google is known to be one of the highest-converting channels because prospects are generally at the end of the funnel when they search, they’re ready to buy.

Ensure your GMB profile is complete with your location so you appear in local search results. Your description should include applicable keywords that will help your target customer find you in a search. Having a GMB helps you keep your ranking steady and helps boost your URL positioning. Think of your GMB profile as your website homepage, it’s one of the first impressions your potential customers will have of your business.

One of the most influential components of your GMB profile is the reviews section. Reviews can make or break a business as they are highly visible.

ONLINE REPUTATION MANAGEMENT

Nearly 90% of consumers trust online reviews as much as personal recommendations from friends and family. Online reputation management helps you control your business’s

image online, turning negative reviews into positives with a steady flow of incoming reviews and timely responses.

By allocating a portion of your marketing budget to online reputation management, you can take control of your business’s image online, a strategy allowing you to effectively address negative reviews to build trust and credibility with potential customers. Ultimately, it boosts your brand reputation and helps drive more business.

PAID ADS

Great quality SEO-optimized content combined with ad spend equals effective marketing. Knowing which platforms your target audience is already spending time on helps direct your ad spend. Hypertargeting capabilities help you reach the right market.

There’s a risk of diluting your budget too much by focusing on too many platforms, but if you can dial into where it will be most effective – this is where you should invest the most. However, don’t stop ad spend across other channels, keep diversifying your channels but invest more in the ones that produce the highest ROI.

This article was supplied to us by the Content team at Halstead Media Group. As one of the OLA’s member benefit providers, Halstead Media is a leading allin-one digital marketing and recruiting solution for commercial and residential landscape, lawn care, and outdoor living businesses. Find out more at www. halsteadmedia.com

We’ll help make your properties outstanding.

Organics are included for dense lawns without excess growth.

Weeds carefully spot treated.

Direct client billing makes it simple for you.

Landscape referrals to you.

Sponsorship Opportunities

WHEN TO BUY, SELL, OR TRADE YOUR COMMERCIAL FLEET OF VEHICLES

It’s not the stock market, but effectively replacing fleet vehicles is all about timing too. Should they stay or should they go? It’s a question all fleet managers will eventually face.

SHOULD THEY STAY OR GO?

It’s a question all fleet managers will eventually face. Replacing fleet vehicles is all about timing. When is the ideal time to replace a unit? Deciding on vehicle replacement schedules can be challenging, especially without a good fleet management partner. For most fleet managers, knowing exactly when to replace a vehicle is like trying to figure out the precise time to let go of a favorite stock or commodity – it’s an indefinable, unpredictable guess.

When do you believe is the right time to cycle vehicles? What steps are you taking to accurately track the costs and get out of vehicles at the right time? Is your strategy in alignment with your financial and operational goals?

Focusing on the Total Cost of Ownership, Mike Albert Fleet Solutions answers these questions by taking into account factors like best practices, resale market conditions, manufacturer’s model year timing, incentives and maintenance data. Deeply rooted in the used vehicle environment, Mike Albert has extensive experience in “playing the market” that creates a distinct advantage when it comes to maximizing vehicle resale.

HAVE A STRATEGY

In today’s economy, companies are trying to reduce operating costs by any and all means. As a top five business expense, fleet management typically ends up on the chopping block of operational expenditures. This creates tremendous pressure for fleet managers who are expected to keep costs as lean as possible while maintaining a fleet of vehicles. It’s tempting to try and extend the lifecycle of fleet vehicles. However, this strategy will actually end up costing fleet managers more in the long run.

The majority of fleet and fleet-related costs are impacted by when a vehicle is replaced. Yet, most fleet managers are unsure of the optimal time to replace a unit. At Mike Albert Fleet Solutions, one of the strategies used to advise clients on the ideal time to optimize lifecycle programs is to consider the market – in other words, how to depreciate and reduce maintenance. A review of industry best practices combined with 80 plus years of automotive experience and hundreds of millions in annual miles managed has revealed effective fleet managers use data-driven strategic cycling. Why?

• Warranty expirations

• Fuel degradation

• Non-budgeted maintenance cost spikes

• Productivity

• Risks

• Aggressive incentives

• Ability to maximize resale market

By using national as well as empirical data, Mike Albert has created a detailed system to strategically prioritize vehicle lifecycles and replacement decisions. Mike Albert Fleet Solutions’ experience drives the right results for achieving true cost optimization.

KNOW WHEN TO HOLD ‘EM, OR FOLD ‘EM

Many organizations continue sinking money into vehicles long after the value has diminished beyond the point of keeping, let alone repairing them. Maintenance costs on older vehicles can be astonishing and will add up quickly.

Clearly, it’s not financially prudent to operate extremely highmileage vehicles. As vehicles age, fleet managers could be spending nearly $70 a month per vehicle on maintenance costs alone. The challenge is pinpointing precisely when that time occurs. A careful and thoughtful analysis of direct and indirect costs combined with the use of predictive analytics can tell you when the right time is to strategically cycle out a vehicle for replacement. And even common sense says the ideal time to get out is right before the major breakdown – not after.

While one size does not fit all, based on data, maintenance costs typically skyrocket by two to three times after 150,000 miles. Generally, during the first 50,000 miles, preventative maintenance such as oil changes, wheel alignments and tire rotations constitute the bulk of a vehicle’s operating costs. Over the next 30,000 to 50,000 miles, operating expenses increase as items such as brakes and tires need to be replaced. From this point forward, costs continue trending upward throughout the life of a vehicle. Not all maintenance costs are predictable, yet they do tend to be cyclical. Extending replacement beyond this point runs the risk of significantly overpaying for a vehicle.

Trying to depreciate vehicles down to $0 is even more costly. A vehicle is never really worth $0, so attempting a straight-line depreciation schedule ensures overpayment. (See graph, above.)

DRIVING VEHICLES TOO LONG DRIVES UP HIDDEN COSTS

In addition to the potential for downtime with more fleet maintenance events and work order expenses, “experienced” vehicles also have a greater likelihood of driving up “soft costs.” The older a vehicle is, the more likely its general condition declines. For example, the driver’s seat will have seen its better days creating comfort issues, carpeting and interior trim will deteriorate and even the environment within the cabin (i.e. odor) can negatively impact the driver experience and decrease productivity. Plus, prolonging vehicle replacement only enhances the odds of a costly, major issue such as a failed transmission. You could then find yourself in a situation in which you have to replace the vehicle immediately, likely increasing your costs.

Additionally, increased mileage also means that dents and other exterior imperfections begin to take a toll. While this may only appear cosmetic, a fleet vehicle also serves as a mobile ambassador and its appearance reflects directly on a company’s image. A driver’s morale may also be affected knowing they are “stuck” driving these vehicles.

Prolonging vehicle replacement does not reduce costs and, in most cases, actually increases them while proving detrimental to driver productivity. An effective inventory replacement strategy is critical not only to resale value but also fleet productivity and efficiency. The result – a reduced Total Cost of Ownership, maximized productivity and ultimately increased revenue.

continued from page 34 This article appeared on the Mike Albert Fleet Solutions website as part of their Fleet Studies Lab, located at www.mikealbert.com/fleet-studies-lab. The Fleet Studies Lab, is the place to elevate your knowledge of fleet operations, from EVs to telematics, from sustainability to financial matters, and everything in between.

DIRECTIONS

WORKFORCE DEVELOPMENT

Last year at this time, I wrote about our PR/Marketing Committee and their work with Brecksville Broadview Heights High School (BBHS). The experience was so positive for the students that we were invited back by the school’s Environmental Science teacher, Mr. Bourquin, who applied for a grant to assist with this year’s project. He was successful and received $2,500 that was put toward the purchase of materials to build a water feature!

This year, OLA Board Member and Committee Chair Bob Ramser (Turfscape) worked with BBHS students and staff, along with our PR committee, to complete the project. In an effort to show students that landscape companies need many types of employees, Bob arranged for several guest speakers to address the students. Bob spoke about concepts in landscaping and landscape design, Marie McConnell (Lake County Nursery) spoke about growing and selecting plants, Traci Ward (Kurtz Bros., Inc.) talked about marketing in the green industry, and Jaclyn Owens (Suncrest Gardens) talked about careers in Human Resources within the industry.

This year’s program culminated with a new landscape installed at the entrance to the auditorium, also used as the school’s senior’s entrance. This area was ideal for a water feature because of its generous slope. The design was finalized by Turfscape designer Chris Marsch and approved by the school. Materials

SANDY MUNLEY

Executive Director / OLA

were provided by Willoway Nurseries, Lake County Nursery and Kurtz Bros., Inc.

On Saturday, May 11th, a team of 9 volunteers from Turfscape and Brian Knauer (The Pattie Group) showed up to tear out the old landscape and begin installation of the new water feature. On hand to provide coffee, donuts, and moral support were Traci Ward (Kurtz Bros., Inc.), Christina McIntire (Earth ‘n Wood), Randi Borosh (CVCC & BBHS), and myself. While the weather was less than cooperative – it poured rain and hailed – we were determined and worked through the elements.

Students completed the project on Monday, May 13th, by planting and mulching with the assistance/supervision of industry professionals from Turfscape, The Pattie Group and Cleary Brothers Landscaping, On hand were OLA President Cameron Maneri (Cleary Brothers) and Associate Director Rick Doll (OLA). The weather cooperated this time around!

The finished landscape looks great and will look even more amazing when the plants mature. The students gained valuable hands-on experience and insights into our industry, and the school’s landscape received a significant upgrade. It’s great to see the commitment from everyone involved, despite some challenging weather conditions. A special thank you to all of you who were involved!