that you’re inviting on your home and your property, so I think they do enjoy that aspect of the newsletter.” Bower says they have learned people are looking for authentic information, rather than being marketed to. “We believe that our marketing needs to be a reflection of our belief that we don’t need to be telling people how great we are,” Bower says. “We just need to illuminate their path. We’re just sharing our lives with them and hopefully, they’ll share theirs with us and I think they like the authenticity,” Bower says. “They like the integrity and the trust level that we build in our relationships.”
“Once we find out what they want, we can tell them how we think we can best fit into their story.”
Miller says their employees’ stories are what their audience responds to the most as they share their employees’ success and growth as part of life’s best moments. “These collective stories that create the framework of our team resonate with others because – I think – we can all see ourselves and our common humanity in these types of stories,” Miller says. Bower says their story attracts new hires more often than new clients. Welch says their story clearly communicates that their company culture treats people with dignity and respect.
“More and more with Millennials and Gen Z, people want to be a part of something bigger than themselves that they can believe in,” Covelli says. “Show prospective employees how they can own their part of your story, and they’ll be much more willing to latch on.”
COMMUNICATING YOUR STORY Once you’ve fine-tuned your story to something that resonates with customers and potential employees, there are numerous methods to getting it out there.
Seven Oaks uses a quarterly newslet- ter to communicate their company story. They’ve been producing it for about five years. A printed copy is mailed to around 3,000 clients. The newsletter features a letter from the president, some practical tips like chores to do in the fall, as well as news about their employees. “When you’re inviting somebody onto your property as a steward of your home, and we work for clients that this might not be their primary residence; there’s a trust level that needs to be there,” Welch says. “A comfort level with the people
Miller says she likes to think outside
the box and notice what catches her eye in the real world. This is what led them to create a custom Weller Brothers beer this past summer. “There are a handful of good land- scaping companies in Sioux Falls, South Dakota,” Miller says. “How many of them have a great beer with a fun label (cre- ated by a designer on our team) that’s on tap downtown at the most popular brewery (and is donating $1 from each pint to a local nonprofit)? Just one.” She says she doesn’t expect results overnight, but having a custom beer, as well as sharing the other great things they’re doing, can help drive people to choose them. Weller Brothers has also been using videos to tell the stories of their land- scaping projects for about five years. Miller says when she came on she saw an opportunity to do something more creative. In one instance, they had a proj- ect where one of their employees who had no family in the area had practically become part of the client’s family. “There were plenty of sweet tears and emotions, while friends and family played in the pool and enjoyed the outdoor kitchen beyond,” Miller says. “This was the perfect way to show what we do in the background, with the why of what we do in the foreground. It’s certainly a life’s best moment type of story.”
Bower argues that every interaction you have with a client, you are making a memorable experience. They are the ones who will tell your story for you. “Stories are fun and people are interesting and we are in an enjoyable industry,” Miller says. “Try new things. Sometimes an idea might flop and some- times it might be perfect – but, after all, the failures and successes are all part of a good story! TE
WE
EVERY TREE.
WE’RE FOR
FO R
RE
115 YEARS — AND GROWING. Picea pungens. Pseudotsuga menziesii. Better known as Blue Spruce and Douglas Fir, these are two of the thousands of species we specialize in. For 115 years, our family-owned company has brought a rare mix of
groundbreaking science, award-winning safety practices, and global resources to every tree and shrub care task at hand. And at the heart of our success are our people — experts who know and champion every tree, no matter the species. Discover how our passion is inspiring one beautiful property after another.
Call 877 BARTLETT or visit
bartlett.com PRUNING | FERTILIZATION | CABLING & BRACING
INSECT & DISEASE MANAGEMENT | TREE INSPECTIONS
STORM DAMAGE | LIGHTNING PROTECTION | REMOVALS The F.A. Bartlett Tree Expert Company
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National Association of Landscape Professionals 25
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