Figure 2.


this research that TPI will be using to create our message moving forward.


Te analysis of this research leads us directly into the next phase of this work which revolved around messaging. FleishmanHillard and TPI staff worked together to create a unified message which could be tested on key audiences for clarity, quality, and impact. Tis message was tested on 141 decision makers who serve in positions which allow them to choose playing surfaces. Tey included athletic directors, school board members, elected officials, parks and recreation managers, community leaders, and more. A survey was conducted in late 2018 to determine the current understanding of natural grass and artificial turf as well as what caused the respondents to choose natural grass.


What many customers see as grass or turfgrass, they may not see, or make the connection to, as sod. For instance, when surveying 141 decision-makers (coaches, athletic directors, city employees, etc.) they ranked natural grass as their first choice for replacing community greenspaces while simultaneously ranking sod as their last choice. Aren’t they one and the same? Where is that disconnect coming from? Tis was just one of the many outcomes of


Figure 1.


Te results of this research were presented at the 2019 International Education Conference in Charlotte, NC, and will also be part of the morning session at the 2019 TPI Summer Convention & Field Day in Minneapolis, MN, on July 23-25.


Most importantly however, TPI will use the results of this messaging research as a foundation moving forward in developing new resources for TPI members


TPI Turf News May/June 2019


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