multiple terms such as grass, turf, turfgrass, natural grass, sod, etc. to describe our product. When FleishmanHillard tested these multiple terms, a survey of 141 respondents rated sod as the least understood term and natural grass as the most understood term. Aren’t they one and the same? Yes, to us within the industry. Yet, technically, “sod” is a brief point in the life of natural grass. Language matters. And the answer to the question “Which term resonates best?” is natural grass. Tis is an important part of our future messaging. So, we have kicked off the #KeepItREAL campaign, with the logo incorporating Natural Grass and #KeepItREAL.
Similarly, you may have seen a recent article from STMA on their new distinction between “synthetic turf” and “natural grass,” two terms they also have decided to begin using consistently when speaking of the two different surfaces.
In addition, TPI and FleishmanHillard tested 22 statements revolving around various benefits of natural grass to understand what it is that motivates decision- makers to see our product favorably. Te result of this was the development of TPI’s Pillar Proof Points and messaging related to them. Tus, all of the pictures, messaging, phrases, etc. that you see on the new website were developed using these results as a way to create and share content that will resonate with various audiences.
TPI’s website has retained many of the core elements of previous websites including information on events, membership, classified ads, etc. but there also are many new elements. One of the first things you may notice on the home page are clickable links to information on the Safety & Health as well as Environmental Benefits of natural grass.
Tese areas were designed to be publicly accessible so that members could easily share information with customers, city council members, school boosters, coaches, parents, etc. As you know, these are often the people in a position to choose natural grass as their preferred playing surface, and it is important to provide them access to information on its benefits.
Currently, much of the information on the new website focuses on two recent research studies published in the American Journal of Sports Medicine that demonstrates an increased risk for lower body injuries in athletes on synthetic turf. For example, five years of data from the National Football League (NFL) show that there is a 27 percent higher chance of non-contact lower body injuries on synthetic turf. When looking at specific injuries, this increased risk jumps to as much as 56 percent, 68 percent, and even a 103 percent increase in injuries. In collegiate football play, ten years of injury data indicate a 63 percent higher risk of Anterior Cruciate Ligament (ACL) injuries and up to a 213 percent increase in Posterior Cruciate Ligament (PCL) injuries.
Tis is data that needs to be shared with parents, coaches, school officials, and others. It was designed and placed on TPI’s new website in a way that is easily accessible, understandable, and shareable. We ask that you share this in your community and point decision-makers to our website to access this information when considering local projects.
TPI Turf News September/October 2019
39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
