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Joe Fearn: Third Way Green

Build Your Brand to Build Your Value

Posted 30 August 2017 · 1,273 views

Branding is the effort to create a distinct and significant positive awareness of your organization in the mind of your customer or stakeholders. This recognition of your capabilities and contributions can be important to whether or not your operation is seen as benefiting the organization as a whole. Branding is a way that you can you can help to affect the way your image is perceived by the people you work with every day. While your work output/quality is the most important factor to organizational value, it never hurts to work some public relations. And who is better to tell your story than your team itself?


Architecture to Advertising

In 2010 two old buildings on the Drury Campus were razed to create a greenspace. Most of the old construction debris was removed, but some decorative architectural accents were saved. No one had an idea of why they were saved, only that the craftsmanship would be wasted in a landfill. While dreaming what they could be used for on campus, Grounds considered that they could be cut into slabs and used as plaques of some sort. The pieces were cut at a local quarry into 1-inch thick pieces. These pieces have the distinctive shape of the parent piece, and the cutting allows the character of the stone to come through. Several designs have been stenciled into these stones with a sand blaster. Some were too detailed and could not be acceptably produced. We finally settled on a simple design that does the job. These pieces are currently being evaluated by Alumni Development as bonuses for significant donations, amongst other possible uses.



Architectural stone from old building gets new life as branding.



Flags on the Lane

Drury University was founded in 1873. In an effort to pay homage to our longevity and celebrate our history, we every year have a class flag manufactured. These flags are used as backdrops for the stage at events, and are used to line our main thoroughfare (Drury Lane) for graduation processions. Several years ago Grounds decided to put the flags out for other special events on campus. Putting the flags out demonstrates that a particular event is a big deal and that we want to make an occasion of it. We will now put out the flags for Freshmen First Day, our largest sporting events, and special Alumni happenings. This extra effort is well appreciated and never fails to get noticed by attendees. Since someone influential to Grounds is usually in attendance at these events, it is also good press for our crew.



Placing flags around campus for significant events demonstrates commitment to the organization and enhances the brand


Share Your Knowledge

Any Grounds operation has a wealth of knowledge at its disposal regarding any and all facets of landscaping and grounds management. What better way to provide value to stakeholders than by holding a seminar and using in-house experts to teach on a subject. Providing a class not only helps you meet your stakeholders, it also allows them to understand in a meaningful way how professional you are, and the extensive knowledge you have on your subject. We know how specialized we are, but some of our patrons may not. I have never held a seminar where attendees did not leave with added appreciation of the capabilities our crew has, and the knowledge we use on a daily basis. Having professional peers and industry experts present is also a way to demonstrate influence plus professional respect for your team.


I have never held a seminar where attendees did not leave with added appreciation of the capabilities our crew has, and the knowledge we use on a daily basis...


Drury Crimson Crape Myrtle

A couple years back, a well-known and respected employee was leaving Drury to pursue a career elsewhere. I was interested in doing something to thank this employee and wanted it to be an action that would remind him of the Grounds crew. Of course I landed on some sort of plant, especially one that would evoke our campus. I have a professional acquaintance at a local nursery who develops plants for copyrighting and production. He informed me that he had a Crape Myrtle he was developing that would emulate Drury perfectly. My boss acted decisively supporting Drury Grounds by investing in bringing this plant to market. We have since partnered with Greenleaf Nursery and have the Drury Crimson Crape Myrtle in production. Distribution will take place in Spring 2018 and we are hoping it will bring the Drury name to the nation.


Distribution of the Drury Crimson Crapemyrtle is a significant step towards expanding awareness of our brand.


Strong Branding Helps Everyone

This may seem like self-promotion to some. It is to an extent, but what is wrong with that? In my experience, a grounds crew, whether at a golf course or a university, rarely gets acknowledged adequately for what they do. We have to tell our own story. But, be inclusive with your efforts and make sure you really try to benefit more than just the Grounds Crew. Help sell your entire organization. By demonstrating your pride and capabilities in reasonable yet sometimes innovative ways, you will help increase the value grounds has to your organization. More importantly maybe, you will help others value your organization.


Tell Your Story

So let's hear your best branding efforts. Please respond to this blog and share what interesting branding/promotion efforts your group has done. Your suggestions may help your peers on TurfNet. I know Im looking forward to reading them. Thanks!


Randy Wilson
Aug 31 2017


I was expecting a story about cowboys, but it was still very good.

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Joseph Fearn
Sep 02 2017



Thanks for the comment. You have a great brand. Any particular advice you can share?


I have kind of a cowboy story...


As the Grounds Supervisor at Alexandria Hospital (a long time ago) I would wear shorts and an outback hat. A little boy walking with his mom remarked to her as he went by... "Mom, that cowboy is cool".) Had to be the hat.


Thanks again, JF

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Randy Wilson
Sep 05 2017

At age 17, I worked the course in mirrored sunglasses, an outback hat, cut off jeans, no shirt and enough suntan oil to trap any bugs that flew by.

I thought I was cool and irresistible to women.

(17 is a delusional age.)


I enjoy your columns.  It's obvious you put a lot of effort into each one.  Great stuff.

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