The Growing Concern May 2023

Growing Concern

The

MAY 2 0 2 3

A P U B L I C AT I O N O F T H E O H I O L A N D S C A P E A S S O C I AT I O N

Landscape Enhancement Awards Gala June 15, 2023 / Windows On The River (Cleveland) / PAGE 7

Plant I.D. Clinics (NE & Central Ohio)

July 11, 2023 / Willoway Nurseries (Hilliard) & July 13, 2023 /Davis Tree Farm & Nursery (Valley City) / PAGE 23

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PR ES I DEN T’S COLUM N

ARE YOU ABOVE THE TEAM, OR PART OF IT? When promoted to a management role, many people find the new responsibilities more challenging than they had anticipated - and for good reason. Suddenly, they are the one calling the shots, making important decisions, delegating tasks, and guiding staff towards a common goal… much of the time while still “doing the work.” In the end, the truth of the matter is that there are many things that go into being an effective manager, a few of which I’d like to bring to your attention… as a refresher, of course!

A recent survey conducted by Good Hire stated that 82% of American workers said they would potentially quit their job because of a bad manager. So, not only do managers need to worry about production schedules, directing staff, etc., but they also need to fine-tune their people skills to keep current staff happy. Yikes!

So, what makes a good manager a potentially great leader?

A great leader is thoughtful, open to communication and sets clear expectations with their staff. They not only consider what is in the best interests of their organization, but also what is in the best interests of their employees, because leaders who neglect to listen to their teams will quickly disenfranchise their employees.

A great leader is also inspirational. They get people excited about their work, encouraging people to follow them because

STEPHANIE GRAY BrightView Landscape

they want to, not because they have to. Much of this can be accomplished by encouraging individuals to think for themselves, while also buying into the team mentality. Taking the time to learn team members’ strengths and weaknesses and to help utilize those talents accordingly is key. Once people see that you are a thoughtful leader, it tends to lead to increased motivation, loyalty, and overall productivity.

Finally, a point I’d like to dive into a bit, is the idea of great leaders taking the time to get to know and listen to their team members. In an ever-changing landscape where diversity and inclusion are valued more than ever, 1-800-My-Way-Or-TheHighway just doesn’t cut it anymore. Great leaders must now learn how to put themselves in other’s shoes first, which will inevitably help them understand how to appropriately respond to each individual in almost any given situation.

To do this, I suggest incorporating a little bit of empathy in your approach, as being empathetic to your staff helps to create trust and can foster an environment of collaboration and a willingness to share new ideas amongst your team.

Am I saying you have to talk about your feelings and always be accommodating? No, that’s not what empathy is. Being empathetic entails seeing things from another’s point of view, in this case your employee’s. In practice, this will help you to better understand how and why they are thinking or feeling continued on page 6 The Growing Concern | May 2023 | 3

TAB LE OF CON TEN TS M AY 2 0 2 3 WWW. OH I OLA N D SCA P E R S. OR G OH I O’ S P R OF E SSI ON A L G REEN I N D U ST R Y A SSOCI AT I O N 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, Jr. REGULAR WRITERS Michael J. Donnellan, M3 Wealth Management Dr. Jim Funai, PhD., Cuyahoga Community College Shelley Funai, Stan Hywet Hall and Gardens Stephanie Gray, LIC, BrightView Landscapes Sandy Munley, Ohio Landscape Association Bobbie Schwartz, FAPLD, Bobbie’s Green Thumb COVER: 2023 Landscape Ohio! entry in the category of Residential Installation, Landscapes By Terra.

FEATURES

3 PRESIDENT’S COLUMN

Are You Above The Team, Or Part Of It?

8 PERENNIAL FOCUS

3 Ways To Use Perennial Groundcovers

12 FISCAL FITNESS

Saving For Retirement

16 FOR SAFETY SAKE

Ohio’s New Distracted Driving Law

24 PLANT OF THE MONTH Ilex Opaca: American Holly

28 FEATURE ARTICLE

6 Coaching Secrets That Will Get Your Crew To Stay With You

32 FEATURE ARTICLE

Keyword Research For Landscape Contractors

38 DIRECTIONS 39 WELCOME NEW MEMBERS 39 ADVERTISING INDEX 4 | Official Publication of The Ohio Landscape Association

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 Stephanie Gray, LIC

OLA STAFF Executive Director Sandy Munley

President – Elect Cameron Maneri

Associate Director Rick Doll, Jr.

Treasurer Ryan Drake Immediate Past President Brian Maurer, LIC DIRECTORS Brandon Barker Matt Malone Tim McCaskey Bob Ramser, LIC Tom Rieder, LIC Kate Stone, OCNT

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FRIENDLY PAPER FROM RESPONSIBLE SOURCES. PRINTED USING SOY & VEGETABLE BASED INK.

C AL ENDAR OF EVENTS U P C O M I N G O L A M E E T I N G S , E D U C AT I O N SEMINARS & EVENTS

JUNE JUNE 15 26th ANNUAL AWARDS GALA Join Ohio’s landscape community for an evening out as we reveal the 2022 Landscape Ohio! Award winners. This is a great opportunity for those of you who have been contemplating entering, or for those of you just looking to spend an elegant night out with industry leaders as we celebrate our industry!

See page 7 for more information.

JULY JULY 11 PLANT I.D. CLINIC (Central Ohio) 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.

See page 23 for more information.

JULY 13 PLANT I.D. CLINIC (N.E. Ohio) 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 Davis Tree Farm & Nursery.

See page 23 for more information.

AUGUST AUGUST 3 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.

AUGUST 23 SNOW & ICE MANAGEMENT CLINIC Whether you’re an owner, operations manager, dispatcher, or anyone in between, the OLA’s annual snow and ice management clinic is a can’t miss event for any company focused on improving how they handle the “white side” of their business.

More information concerning this year’s event , including presenters, to come! Vendors may call the OLA at 440.717.0002 for available booth/sponsorship opportunities in our mini-trade show exhibit.

The Growing Concern | May 2023 | 5

PR ES IDEN T’S COLUM N continued from page 3 something at any given moment. It will also help you build and maintain relationships with them in both professional and personal settings. Putting yourself in your employees’ shoes will help you understand not only what they are seeing or feeling but will give you a better understanding of what motivates them.

People that are not empathetic tend to have trouble collaborating, have a strong dislike of change and cannot see further than their own point of view. So, what are a few ways you can be more empathetic? A few quick examples of practicing empathy are things that may seem so simple you might already be doing them.

For starters, think about how you would want to be treated as an employee and treat yours as such. Start by learning everyone’s name - simple enough!

Be present! Give your people your full, undivided attention when they are speaking. Fight the urge to check texts and emails while someone is sitting across from you. In fact, keep your eyes off your phone/computer all together.

Be curious! Ask questions not only related to work, but about things going on in the world and how they affect your team members. Challenge yourself to get out of your comfort zone and possibly your normal environment.

Be supportive! While not everyone is comfortable dealing with their own emotions, much less those of their staff, employees benefit most from encouragement and mentorship. Perhaps start by focusing on people’s similarities rather than their differences and always keep considering other perspectives.

In closing, bad decisions tend to be made when leader lack empathy and are not self-aware. Don’t be afraid to challenge yourself, get out of your comfort zone and take a walk in someone else’s shoes. There are plenty of TEDx talks on leadership and empathy and the number of podcasts available is staggering. There are also several great books. So, however you consume information, there is a format available, you just needs to make the time.

Have a great spring!

- Stephanie Gray LIC

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6 | Official Publication of The Ohio Landscape Association

LANDSCAPE OHIO! AWARDS GALA

EVENT INFO THURSDAY, JUNE 15, 2023 WINDOWS ON THE RIVER 2000 SYCAMORE ST, CLEVELAND, OH 44113

LANDSCAPE ENHANCEMENT AWARDS GALA

The Landscape Ohio! Awards Program is an annual Landscape competition, created by the Ohio Landscape Association, in effort to increase awareness of quality landscaping and how it improves our environment. In conjunction with this program, the OLA hosts a prestigious Awards Gala to recognize our designers, installers, and property owners.

AGENDA REGISTRATION / COCKTAIL HOUR 4:30PM - 5:30PM (CASH BAR) The 2023 Gala will be held in the breathtaking Bridge View Room, at Windows on the River, in the INTRODUCTIONS/ NETWORKING 5:30PM - 6:30PM (CASH BAR) DINNER 6:30PM - 7:15PM PROGRAM 7:15PM - 9:30PM COST MEMBER: $89 PER PERSON

heart of Downtown Cleveland. It is a semi-formal event inclusive of a cocktail hour, dinner buffet and awards presentation. It is also an excellent chance for industry professionals to get dressed up and celebrate the work being done by their teams and their peers.

This year, the OLA is happy to announce that we will be able to offer a limited amount of tickets to those who did not enter this year’s competition. This is a great opportunity for those of you who have been contemplating entering, but want to know more about the program, or for those of you just looking to spend an elegant night out with industry leaders and get inspired.

THIS YEAR’S MAJOR EVENT SPONSORS

* Includes champagne toast, dinner and awards show. CASH BAR.

REGISTER TO ATTEND BY JUNE 1, 2023 MEMBERS ONLY EVENT

* Members in attendance may bring a non-member guest

SPONSORSHIP OPPORTUNITIES

* Opportunities to sponsor this year’s event are still available and we are always happy to accept the donation of door prizes. For more information, please contact the OLA office at 440.717.0002.

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Due to the nature of this catered event, all sales shall be considered final. NO refunds, or credits will be issued for no shows, or cancellations. If, for any reason, the event is cancelled, enrollees will be notified, and fees refunded in full.

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PEREN N I AL FOCUS

3 WAYS TO USE PERENNIAL GROUNDCOVERS Have you been searching for unique ways to fill in your client’s garden bed, liven up their stone pathway, or naturally suppress weeds? The answer to all of these dilemmas is groundcovers! Perennial groundcovers are not only a solution to a variety of problems in the garden, but also offer up spectacular color and food for pollinators in your area. Whether you’re looking for a carpet of spring color to complement your client’s favorite Daffodil bulbs, or want to fill in around the stepping-stones ont their property with pollinatorfriendly plants, there is sure to be a groundcover to fit their landscape.

FILLING IN BETWEEN STONES This is one of the most popular (and eye-catching) ways to use groundcovers in the landscape. Use perennial groundcovers to fill in gaps between stone walls, spread and spill in rock gardens, or most commonly, to plant in between stepping-stones. Over time, the groundcovers will fill in completely between the stones and create a soft, colorful touch to your walkway.

When deciding which varieties to use, make sure to take into account the sunlight, soil and water requirements for each plant. Most importantly, check to make sure the groundcover can tolerate some foot traffic. Creeping Thyme is one of best perennial groundcovers to use in between stepping-stones paths, as it’s extremely forgiving and tolerates both pet and human traffic well.

8 | Official Publication of The Ohio Landscape Association

If you’re looking for plants to fill in rock gardens or stonewalls, sedum is a perfect choice. Sedum is a bit slow growing and takes several seasons to fill in. But it is extremely droughtfriendly and requires little supplemental water, making it great for rock gardens or stonewalls.

CREATING NO-MOW LAWNS For tough to reach areas, perennial groundcover can be an excellent, low maintenance alternative lawn solution. Plant on slopes, in shaded areas where grass won’t grow well, or where you simply don’t want to mow anymore. Create a lowgrowing meadowscape or tapestry lawn, and revel in its ease and beauty. continued on page 10

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PEREN N I AL FOCUS

continued from page 8 Sedum doesn’t require much supplemental water, making it a great choice for hard-to-reach, or extremely sunny areas.

Ajuga is another colorful groundcover, but thrives in shady, moister areas. This quick-spreading groundcover will fast become the star of your client’s shade garden. If you don’t want it taking over your lawn, keep Ajuga contained in one area.

The idea of living mulch is practiced and taught by many landscape designers, including Claudia West, who points out that in the wild you typically don’t see bare dirt. This is because plants fill in the ground level on their own. Perennial groundcovers are a great way to take this idea and put it to use in your client’s landscape. Varieties such as Lamium, Ajuga, and Lily of the Valley are fantastic weed blockers.

Lamium is another shade-loving groundcover that is happy when planted under deciduous and evergreen shrubs and trees. It thrives in places where grass or other plants may struggle with little sunlight.

Simply add them in between your client’s flowering perennials and they’ll work for you in two ways: by outcompeting weeds with their low growth, and by adding visual interest and color to their garden.

Creeping Phlox is a fantastic spring flowering-groundcover, often used to fill in between spring-blooming bulbs such as Tulips and Daffodils. The best part about Phlox is it needs as little maintenance as the bulbs require.

YOUR CREATIVITY IS THE LIMIT

A LIVING MULCH TO HELP FIGHT WEEDS Although many of your client’s may be used to adding wood mulch or using good old-fashioned hand weeding to help fight weeds, what if instead you suggested the use of living plants as mulch to them?

No matter what type of garden your client’s have, or what type of problem you’re trying to solve with groundcovers, your creativity is really the limit. We’ve seen groundcovers filling in old wheel barrows planted with dirt, Sedum used as living wreaths, and many perennial groundcovers used in container plantings. So get creative this season and fill in your clients’ gardens with hard-working groundcovers!

This article first appeared on the Perennial Plant Association’s website,located at www..perennialplant.org.The Perennial Plant Association is a trade association composed of growers, retailers, landscape designers and contractors, educators, and others that are professionally involved in the herbaceous perennial industry.

10 | Official Publication of The Ohio Landscape Association

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The Growing Concern | May 2023 | 11

F I SCAL FI TN ESS

MICHAEL J. DONNELLAN M3 Wealth Management

SAVING FOR RETIREMENT With company pensions going extinct, Social Security slowly running out of funds and inflation eating more of your savings, it’s up to you to save and invest enough for a comfortable retirement. But are you saving enough?

A number of studies have shown that less than 20% of adults have saved more than $100,000 for retirement. But what’s more concerning, according to a GOBankingRates survey, is the number of people who haven’t saved anything yet. Nearly 37% of respondents indicated they haven’t started saving for retirement at all.

We have all heard the rumblings about Social Security expecting to cut benefits in the next decade, but I’ve heard that for about twenty years now. The problem is real, though.

This means that Americans who aren’t saving enough now may see their benefits cut by the time they reach retirement, making it harder to retire.

Respondents aged 65 and older have the most saved (as expected); but, according to that survey, just 36% of that age group have $100,000 or more saved, and almost 24% haven’t saved anything at all.

While there are some budget-friendly places to live on just a Social Security check, it’s best to supplement your retirement with investments of your own.

SOCIAL SECURITY

Every person is different and every situation can change. Saving for retirement is a marathon, not a sprint. Along the way, there are some milestones you can aim for. Everyone has different retirement needs, but there are some benchmarks to look at when saving.

With 64% of Americans over age 65 having under $100,000 saved for retirement, most retirees will depend on Social Security to live in retirement. In fact, nearly a quarter of new retirees may be depending on Social Security as their only source of income in retirement.

12 | Official Publication of The Ohio Landscape Association

HOW MUCH YOU SHOULD SAVE?

continued on page 14

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continued from page 12 Maybe a 20-30 year-old should have a goal to save 10%15% of their pre-tax income toward retirement (including employer match). And a Roth IRA or 401k is an excellent starting point, as these assets grow over that longer time taxfree into retirement.

If you are starting later in life, you may need to save more. If starting at age 40, perhaps 15%-20% might be a recommended savings rate. In these prime income earning years, maybe the secondary goal is also paying off a mortgage and reducing debt.

Someone starting in their 50s would really need to increase their savings/investment rates to build the retirement basket.

But many have their house paid off, kids out of college and/or the house, so more money can be allocated toward retirement.

Of course, how much you need is highly dependent on your life expectancy, retirement living expenses, risk tolerance and other factors. But these guidelines can help you get on track.

PLAN AND EXECUTE Saving for retirement can feel daunting; but, if you have a plan in place, you can be confident that retirement can be within reach by the time you are eligible.

The first step is the most difficult. Make sure you take advantage of any employers’ plan. Many have matching bonuses. That’s free money!

Increase your contribution percentage, such as an automatic increase of 1% more at the beginning of the year. That’s an easy way to keep saving more as you grow older. This strategy can help you get in the habit of saving. We have started to see plans that have this feature built-in.

14 | Official Publication of The Ohio Landscape Association

If you are self-employed, there are plenty of options to build up your retirement account. A SEP-IRA or Simple Plan allows for larger annual contributions than Traditional IRAs.

BOTTOM LINE Saving for retirement is a must. Many Americans are simply behind, but that doesn’t mean they can’t catch up.

If you still have time to save, you can make a huge impact on your retirement savings by starting right now. Simply committing to setting aside a percentage of your income into retirement can give you an advantage by the time you reach retirement age, but you need to start right now.

As always, talk to your financial professionals and tax advisors, to determine your specific needs and goals.

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. Trust services are provided by third parties. Neither our firm nor our financial professionals can serve as trustee 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.

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F OR SAFETY SAK E

OHIO’S NEW DISTRACTED DRIVING LAW Beginning April 4th, 2023 it’s a primary offense for you - or your employees - to manipulate their phone while driving. This means law enforcement can pull drivers over for using their phone without any other pretext. The measure carries several exceptions, including allowances for hands-free operation, but Ohio Department of Transportation guidance warns, “in most cases, anything more than a single touch or swipe is against the law.”

WHAT’S IN AND WHAT’S OUT? The new law comes with a six-month grace period in which law enforcement will pull over distracted drivers and give warnings to help educate the public, but the growing pains could be significant.

In an indication of just how complicated the messaging will be, Ohio’s “phones down” website lists using a phone while stopped at a traffic light as one of the law’s exceptions. The website also says, “even if you can, that doesn’t mean you should.”

Browsing the internet, streaming video, and playing games, of course are all off the table. But after the most obvious violations, things get murky.

“Looking at your cell phone while stopped at a light can potentially endanger your family, friends, and neighbors,” it goes on to state. “Drivers have a responsibility to watch for people crossing the street or other drivers and bicyclists who haven’t yet cleared the intersection.”

Even brief interactions like dialing a phone number or entering an address are off limits. But work-arounds like voice-to-text or digital assistants like Siri are ok. Although drivers can’t dial a phone number while driving, they can talk with the phone up to their ear.

16 | Official Publication of The Ohio Landscape Association

But for all the confusion, Ohio Department of Public Safety chief Andy Wilson argued similar legislation in other states continued on page 18 is “making a difference.”

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continued from page 16 “For example,” he offered, “Oregon and Washington saw significant drops in rear end crashes when they broadened their laws to prohibit holding a cell phone as compared to when they only had banned texting.”

GOVERNOR’S MESSAGE At a press conference on April 3, 2023 Gov. Mike DeWine was unequivocal about the benefits.

“This law will clearly save lives,” DeWine insisted. “There’s absolutely no doubt about it. It will spare many families the grief and the sorrow that unfortunately many of our families have suffered in the last few years because of distracted driving.”

He handed the floor over to Leah Fullenkamp, whose husband John Fullenkamp was killed by a distracted driver in 2018. John was driving a tractor between two fields when a driver who was shopping online rear-ended him. Leah explained he died on the scene before first responders could get him to a hospital.

“When you picture the driver of the SUV,” Fullenkamp said, “You’re likely picturing a young driver — maybe even a teenager.

But that wasn’t the case. The driver was in her mid-50s.”

18 | Official Publication of The Ohio Landscape Association

“Using a phone while you’re driving is something that affects people of all ages, races, and backgrounds,” she said.

In addition to the six-month, grace period Department of Transportation director Jack Marchbanks explained teams are busy installing signage along freeways.

“You’ll see ODOT crews finishing up installation of 45 new signs,” Marchbanks said, “posted at the entrances to our beautiful state, on Interstate and US Highways and exits to our state’s largest airports.

NEW PENALTIES Once police begin issuing citations in early October, successive violations will face escalating penalties. The first offense within two years carries two points on a driver’s license and a fine of up to $150. Completing a distracted driving course, however, can avoid the points and fine.

A second offense in two years jumps to three points and a fine of up to $250. Any additional offenses would mean four points assessed to the license, up to a $500 fine and a potential 90-day license suspension. If a violation occurs in a work zone, any fines assessed will be doubled.

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Speakerphone Earpiece Wireless headset Electronic watch Connecting phone to vehicle

In certain instances, there will be other exceptions made to the “hands free” mandate, which are to include:

• • • •

First responders (law enforcement, fire, EMS), using electronic devices as part of their official duties.

Utility workers operating utility vehicles in certain emergency or outage situations.

Licensed operators using an amateur radio.

Commercial truck drivers using a mobile data terminal.

Be sure to go over this with your team members and make sure everyone is aware of this new law!

Have a great spring season – and be safe out there!

This article was written by Nick Evans, NPR reporter for member stations in both Ohio and Florida, and first appeared on the Ohio Capital Journal website, located

•

•

•

Drivers reporting an emergency to law enforcement, a hospital, health care provider, fire department, or similar emergency entity.

Drivers holding a phone to their ear only during phone conversations, if the call is started or stopped with a single touch or swipe.

Drivers holding or using cell phones and other electronic devices while stopped at a traffic light or parked on a road or highway during an emergency or road closure.

at ohiocapitaljournal.com. The Ohio Capital Journal is an independent, nonprofit news organization dedicated to connecting Ohioans to their state government and its impact on their lives. The Capital Journal combines Ohio state government coverage with incisive investigative journalism, reporting on the consequences of policy, political insight and principled commentary. Additions to this article were submitted by Sandy Munley (Executive Director of OLA).

The Growing Concern | May 2023 | 19

REGISTRATION PL ANT GOLFER OF TH E M ON TH

August 3, 2023

Mallard Creek Golf Club Columbia Station, OH 4-person Scramble Shotgun start 9am

Each Golf Registration Includes: • • • •

18 Holes of Golf Golf Cart Game Day Contests Driving Range

• • • •

Continental Breakfast Lunch Dinner Beverages

23nd Annual OLA Scholarship Golf Classic 2023 OLA SCHOLARSHIP GOLF CLASSIC / REGISTRATION CLOSES 07/20/2023

(Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147)

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TO OUR MAJOR AND CONTEST SPONSORS Sponsorship Opportunities We are excited to be holding our 23rd annual golf outing at Mallard Creek Golf Club on August 3, 2023. But, we need your help to make it a success! This event helps to generate funding for our scholarship program, targeting qualified students interested in a vocation within the green industry. Call us to find out more about sponsorship features and benefits.

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Billing Address + Zipcode for Card OLA SCHOLARSHIP GOLF CLASSIC Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147 Register online: www.ohiolandscapers.org / Register by email: info@ohiolandscapers.org / Register by phone: 440-717-0002

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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.

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Attendees will need their own notepad and pen, and will need to dress appropriately for outdoor practical training.

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2023 PLANT I.D. CLINIC / REGISTRATION CLOSES 07/04/23

(Make checks payable and send to: Ohio Landscape Association, 9240 Broadview Rd, Broadview Hts., OH 44147)

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 July 11th, Hilliard, OH

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PL ANT OF TH E M ON TH

JIM FUNAI, PhD

Cuyahoga Community College American Holly

SHELLEY FUNAI, LIC

Stan Hywet Hall and Gardens

ILEX OPACA AMERICAN HOLLY

Most of us are familiar with shrub form Hollies, including Inkberry (Ilex glabra), Winterberry (Ilex verticillata), and the more traditional leaf forms in Blue Hollies (Ilex x meservea). But in Ohio we are much less familiar with the American Holly, Ilex opaca.

There are around 20 Holly species native to North America, some with great cultural value to Native Americans and many with great horticultural value to everyone. Native range for this plant covers most of the southern states, traveling north along the Appalachians, to the east coast and north into New England.

Traveling through Virginia, in the Shenandoah Valley, is a great way to see these native giants (up to 50 feet tall) with some great specimens on the campus of James Madison University.

American Hollies are happiest in the forest though we always see them used in full sun in the landscape setting. Native stands are found growing in moist but somewhat drained soil (must be acidic), often in rich soils of bottom lands and on the outskirts of swamps/wetlands.

Like all other Hollies, these are dioecious - male and female flowers on separate plants - which means if you want the classic “Christmas holly” look, you will need to plant at least one male to pollinate the females.

Leaves are evergreen, reaching about 3 inches in length and have the classic shiny and spiny look of what most people picture as a Holly leaf. There can be two issues found on the leaves. One is simply the spines of the leaves poking holes into each other. This is easily identified by little pin pricks with a very small margin of necrosis (dead tissue) around them. This is harmless to the tree and there isn’t much to do other than keep them out of heavy wind. The second issue common to the leaves is a Holly Leaf Miner (Phytomyza ilicicola) which continued on page 26

24 | Official Publication of The Ohio Landscape Association

Avon 216.986.7033 Akron Garfield Heights 330.644.1900 216.986.7032 Hudson Strongsville 330.655.0680 216.986.7050 North Canton Valley View 330.499.8309 216.986.7030 Willowick 216.986.7034

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PL ANT OF TH E M ON TH

continued from page 24 is a native member of the fly family (Diptera). The juvenile form (maggot) tunnels through the leaves causing a yellowish to brown trail or blotch on the leaves. Adults emerge in midMay to late June and lay eggs within days by chewing a slit in the leaves. Not much needs to be done as the pest usually isn’t that bad in Ohio. In more extreme cases, a systemic insecticide should knock the population below any threshold established.

One other potential “disease” issue is yellowing of the leaves from planting in a neutral to alkaline soil. Though not in the Ericaceae (heath) family American Holly behaves the same, demanding an acidic soil to thrive. If the soil buffer pH isn’t testing between 3 and 6, don’t bother planting these trees or you’ll have a yellow sickly plant on the slow trail to death.

In the trade, there are more than 1,000 named cultivars to make your head spin! We’ve come across some beautiful collections in our travels and would highly recommend checking out Spring Grove Cemetery in Cincinnati, or hit up Bernheim Arboretum south of Louisville Kentucky when you head down to Equip Exposition formally known as GIE. While in Louisville, make a side trip to Cave Hill Cemetery to see more beautiful specimens and pay respects to the late Colonel Sanders, Muhammad Ali, and Patty Hill (wrote the Happy Birthday song) while you are there!

26 | Official Publication of The Ohio Landscape Association

Secrest Arboretum (Wooster, Ohio) also has some nice specimens to help you learn to appreciate the American Holly. In fact, there is a cultivar named ‘Secrest’ which holds a slightly more upright pyramidal form. While plants in nature can become monsters, we wouldn’t want you to expect such a size in the landscape. These are slower growing trees that may bring you a 15 to 20 foot tall (two-thirds in width) specimen, perhaps reaching into the 30 foot range with great time and great siting.

If you can get your hands on cultivars there are some beautiful options out there (perhaps for the collector more than the typical landscape setting).

‘Amy’ – Larger specimen, larger fruit, bright red and abundant.

‘Old Heavy Berry’ – On top of an awesome cultivar name, it is quite descriptive, lots of fruits on this one.

‘Merry Christmas’ – Fruits aren’t as big, but are plentiful.

‘Princeton Gold’ and ‘Canary’ – Yellow fruited versions which really pop to the eye on cloudy days.

‘Christmas Snow’ – A beautiful, variegated form with creamyyellow margins As we said, with over 1,000 cultivars, we could fill this magazine with descriptions and still not cover them all.

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Interestingly, the name Ilex comes from the classical Latin name for oak trees! How is that you ask? In the Mediterranean region there is a native oak named the holm oak (Quercus ilex).

This name is a nod to the Latin name for oaks while using the modern Quercus for the genus. Holm oak has leaves that look very similar to what we picture as a classic holly leaf with U shaped sinuses coming to sharp spiny points. The common name “holm” is from a Middle English word “holing” which meant something was prickly. Notice the similarity of “holing” to Holly and you’ll find how we got the common name for our Hollies! Aren’t plant names neat!?

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While our southern Ohio readers are likely to be much more familiar with American Holly options, we are hoping to see a little more incorporation in our northern landscapes. Be sure the soil is more like a forest soil, loose, organic, well drained.

Keep it out of direct winter winds and give it afternoon shade and you may have a new favorite broadleaf evergreen!

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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.

0116 Klyn Half.indd 1

The Growing Concern12/16/2015 | May 2023 27 3:27:07 |PM

FEATURE ARTI CLE

6

COACHING SECRETs that will get your crew to stay with you

It costs 16-20% of a landscaping crew member’s yearly salary to refine, train, and deploy them onto a job site.

Hiring from scratch from season to season is painful, slow, and expensive. Consider the hours spent drafting up job advertisements for crew members and foremen, vetting through CVs and resumes, and finally interviewing the finalists. As a landscape business owner, you spend too many hours of your time hiring, and your time has great value when you consider all the other tasks you need to complete before the first shovels hit the ground between estimates, budgeting, and maintaining your landscape equipment. Keeping crew members in your landscape or lawn care business is essential to keeping profitable so you can hit the ground at a full sprint when the first jobs of the season come around.

CREW MEMBERS THRIVE ON FEEDBACK Good landscaping leaders recognize teachable moments to provide crew members feedback on the tasks they’re doing.

We’re not telling you to pat a crew member on the back each time they dig a hole with a shovel, but to step in and provide valuable feedback on a job well done or provide respectful instruction on how to do a job if there’s a more efficient way of doing it. Informal and on-the-job training and feedback has more value than scolding or lecturing a crew member at lunch or at the end of the day when they’ve moved on from the task. Also teach somehow how you’d like to be

28 | Official Publication of The Ohio Landscape Association

taught, respectfully and with a positive tone and intentions.

Screaming and yelling is a waste of time and energy.

BE CLEAR ABOUT EXPECTATION If you or your crew leads didn’t breakdown the job and expectations in the morning huddle and something goes wrong, that’s on the leadership and not the crew. Proper delegation, instruction, and teamwork are the only ways to stay efficient and profitable. Finding the line between micromanaging and autonomy lands at setting expectations.

Greener crew members will sit down on their phone if they’re

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not given a list of tasks to complete, and busy work can only be so productive until it gets to the point where financially wasteful and unnecessary movement happens. Understand why you’re setting landscaping labor budgets where they are, learn how long it takes to complete certain tasks with tracking hours through job costing, and lead your team by walking them through what a job well done looks like through your eyes. Your landscaping business loses profits when the crews start tuning you out.

PRACTICE WHAT YOU PREACH Secrets of the trade are picked up through observation and teaching. If your secrets of the trade are bad habits, be sure to expect bad work from your crew. Practice good work habits on the job site and watch that influence spread to positive results. Make sure that teaching moments are sincere and thorough, and emphasize building a culture of safety and efficiency, especially in that order. Employers that promote safe work and show that they care about their crew’s health stand a better chance of retaining crew members between seasons. In a way, crew members keep accountable and police safety amongst each other when that culture of safety exists, and that culture builder starts at the top through leadership.

The last thing you want is that goof of a crew member doing something stupid that can hurt others at a job site.

KNOW YOUR PEOPLE A successful coach gets to know his or her crew members as individuals so that the work environment can be tailored to the crew’s needs as much as possible. Knowing your team members as individuals also allows a coach to offer feedback, whether it’s recognition or criticism, in the most effective way possible. This also applies to career development. Knowing the career aspirations of your landscaping crew members is a win-win scenario as you can develop and promote from within, which will later lead to increased productivity within your crews and career progression for the individual.

Stunting career growth can push crew members away to other landscape businesses which brings you back to the hiring stage to find a replacement.

POSITIVE ATTITUDES BOOST PRODUCTIVITY Embrace a positive attitude! Nobody wants to work for a grump. Landscaping is hard enough work, and negative attitudes only bring down those around you. continued on page 30 The Growing Concern | May 2023 | 29

F EATURE ARTI CLE

continued from page 29 Without hamming it up, embrace positivity and recognize the great work and achievements ahead. Leaders even take the negatives and spin those opportunities into positive lessons. Everyone wants to work for a leader that has their back. Create the landscaping business crew members want to work for, rather than the one that simply gives a paycheck.

GET FEEDBACK FROM YOUR CREW Embrace the experience of others. Feedback from your crew is a valuable asset to help improve operations, whether it’s equipment that could be used to be more efficient, needing support for certain jobs, or simply learning what kind of work they enjoy. Acting on feedback shows crew members that they are heard and valued. Great leadership extends past telling people what and how to do stuff, and can sometimes be as simple as listening and learning from others. It’s always better to ask your crew members questions and learn from their answers than to assume you know everything.

This article appeared on the GoGreenius blog,located at gogreenius.com/blog.

The Greenius on-demand video training platform offers landscape leadership training that business owners and crew leads need to manage a profitable landscaping business. To take advantage of the OLA’s recent partenership with Greenius, see the adjacentt page (page 27) for more details.

30 | Official Publication of The Ohio Landscape Association

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F EATURE ARTI CLE

KEYWORD RESEARCH FOR LANDSCAPE CONTRACTORS ITS INTEGRAL ROLE IN CREATING A POSITIVE SEO ROI The ever-evolving world of SEO requires staying up-to-date on the latest practices. What may have worked for ranking on search engines a couple of years ago won’t work now, and what works now likely won’t work in a couple of years. But one thing remains constant in its effectiveness despite the rapidly changing algorithms—keyword research.

Nearly 91% of web content gets no organic traffic from Google.

There are several reasons for this, but one of the top factors is that those landing pages and blog posts are not targeting the keywords people are searching for. Some contractors are tempted to skip over keyword research, hoping to find a fast track to increased ROI and revenue—but ignoring such an integral component of SEO will leave them running in circles.

Professionals in the industry who excel at SEO recognize that the keywords they might search for are likely not the keywords their target customers are searching for. They see the importance of keyword research to ensure their content

32 | Official Publication of The Ohio Landscape Association

creation efforts land their web pages on page one of the search engine results pages (SERPs).

WHAT IS KEYWORD RESEARCH? Keyword research is a process that involves finding top search words or phrases that your target customers type into a search engine, such as Google, when they need your services. This process uses concrete data to determine what keywords or keyphrases you should use on your website and within your content to reach your target customer. It should be one of the first steps when creating a website or producing continued on page 34 digital content.

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F EATURE ARTI CLE continued from page 32 There are several factors to consider in the keyword research process, including how difficult it will be to rank based on competitiveness (keyword difficulty) and how many times a keyword is searched for in a specific location (keyword search volume). With driving revenue being the ultimate goal, this should guide your keyword research efforts.

WHY IS KEYWORD RESEARCH IMPORTANT? Keyword research helps you understand what people are searching for, which is integral to inbound marketing.

Discovering the words that people are searching for uncovers problems your landscape construction firm may have a solution for and can help you connect with these people at various stages of the customer journey. Implementing the right keywords will help bring in traffic, leads, customers, and revenue, increasing your ROI. But first, you need to clearly define who your target customer is.

UNDERSTANDING YOUR TARGET MARKET

creating a cohesive outdoor living environment that includes the various defined spaces to make a small outdoor space feel more spacious.

The possibilities for content creation are endless when considering the landscape construction projects you take on, such as paver patios, outdoor kitchens, custom inground pools, and planting beds. When combined with keyword research, creating blog posts that provide valuable information at each stage of the customer journey in various scenarios will help you reach your target customer.

DETERMINING GOALS & TRACKING PROGRESS An effective content marketing campaign identifies key objectives and determines what success looks like. Focusing on the business potential will help you see the value of your SEO efforts. Consider anticipated ROI and identify SEO KPIs that will drive your efforts.

Many top landscape firms have a clearly defined customer persona or target audience as part of their overall marketing strategy. This persona includes demographics such as age, location, affluence, motivations, interests, and pain points.

Knowing this information is critical post Apple iOS 14 update, which restricts the ability to track users and populate customer persona information automatically.

Some basic metrics to track are organic traffic, bounce rate, search rankings, click-through rate (CTR), and lead generation. The specific metrics you track will depend on your goals. This practice provides a goal to work toward and allows you to benchmark and track your progress so you can see what’s working and what isn’t by calculating your SEO ROI and adjusting your goals accordingly.

You can start by analyzing your existing customer base and using this data to create your customer persona. Knowing who you are speaking to will help you know what to say, how to say it, and what media mode to use so that you reach and connect with the right people. It’s essential to know your goals to measure your success in connecting with your target market.

KEYWORD RESEARCH TOOLS

UNDERSTANDING THE CUSTOMER JOURNEY AND ITS IMPACT ON SEO A common mistake that professionals in the green industry make is creating content that is full of self-promotion. Rather than connecting with the reader, they share their services and why they’re the best. Effective blogging meets the reader at every stage of the customer journey, from awareness to decision.

For example, in the awareness stage, you could have a blog post about entertaining in small outdoor spaces that touches upon the difficulty of such an endeavor. In the consideration stage, a blog post could provide an overview of which outdoor spaces to invest in to improve the outdoor entertaining space experience. For the decision stage, the blog post could cover

34 | Official Publication of The Ohio Landscape Association

There are a variety of keyword research tools on the market.

These tools will direct your content strategy and SEO efforts by providing valuable insight into the search queries that your target audience makes. At HALSTEAD, we find Google Ads Keyword Planner and SEMrush to be the most effective.

Whatever you choose, it’s a good practice to stick primarily with one tool and supplement with another, when needed.

Your first step will be making a list of relevant topics related to your business and your services. For example, some broad topics may include landscape maintenance, landscape construction, lawn care, patios, etc. Once you have these general topics, you can search for specific keywords, such as lawn mowing, lawn aeration, lawn fertilization, and paver patios.

With a keyword research tool, you can quickly generate data about keyword search volume and keyword difficulty, all related to specific regional areas such as towns, counties, or states.

This ability helps you discover new keywords and get extra recommendations based on your keywords. continued on page 36

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F EATURE ARTI CLE continued from page 34

You can view how competitive a keyword will be based on search volume (among other factors), often receiving a low, medium, or high rating. The higher the search volume, the harder it will be to achieve higher ranks. Many successful landscape professionals target terms with lower search volumes because these keywords are less competitive, making it easier to rank on SERPs. Long-tail keywords tend to have a lower search volume, making them convert better because the searchers tend to have a specific intent. Questions can be a goldmine for SEO because people often search for answers to a particular question. You can use this to create FAQ sections that will help drive organic traffic to your website; just make sure it is well-organized and provides valuable information.

INTERPRETING KEYWORD SEARCH INTENT Combine keyword data with intent, and you can begin creating a content plan—filter and group keywords by search intent to determine the content of the blog posts or landing pages. The specific word choice provides insight into where the potential customer is at in their journey.

Informational keywords tend to be used in the awareness stage.

With 81% of buyers willing to pay a premium for companies with industry experience and industry-specific solutions, informational keywords are paramount for landscape contractors. This type of content helps establish authority and build trust. With premium outdoor living spaces, you want to attract audiences willing to pay a premium price for your unique skill set and high-quality work.

Navigational keywords are relevant to supply stores or businesses with a brick-and-mortar location and are often found during the consideration stage. Commercial investigation shows an intent to buy in the near future and is usually done in the decision stage as the potential customer compares landscape contractors. Transactional intent occurs in the decision stage also, which means they’re at the stage where they’re ready to move forward with their outdoor living project and will likely fill out a contact form or book a consultation.

CREATING CONTENT BASED ON KEYWORD RESEARCH Once your keyword research is complete and you have a comprehensive list of keywords, you can begin creating a content plan. Prioritize the keywords with the best opportunity to rank higher on SERPs. While keyword stuffing may have worked in the past, it will be detrimental to your rankings today. Focus on creating helpful content that will benefit the reader. Write for the reader first and SEO second. Use a good balance of both exact keyword matches and similar keywords to appeal to Google’s algorithm.

Once you’ve created your content, you can go back to analyze data to see how well the content is performing. Keyword research isn’t a one-and-done process but needs to occur consistently over time. Search habits change with the seasons, and sometimes for no apparent reason. Top firms analyze the data, perform keyword research, re-visit their business goals, and make changes to achieve higher SEO ROI.

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

36 | Official Publication of The Ohio Landscape Association

Fences of

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Quality

• Cedar fences (Many styles available).

• Aluminum & Vinyl fences (In stock).

• Several styles and colors to choose from.

Wholesale Prices to OLA Members, or Professional Installation by our Crews.

1053 Bank St. Akron,OH 44305 330-784-0456 www.acmefence.com

The Growing Concern | May 2023 | 37

D I RECTI ON S

SANDY MUNLEY

Executive Director / OLA

TIME TO CELEBRATE Did you know that our Landscape Ohio! Awards Gala isn’t just for those that have entered the award’s program? It is a really fun, uplifting event and you should join us!

The Award’s Gala is a celebration of all the amazing work our industry does EVERY. SINGLE. DAY! This year, the Gala is being held at Windows on the River in the Flats of Cleveland on June 15th.

It is a great time to network with others. And, speaking of networking, we heard you loud and clear! One hour is not enough time to mingle, so we have created a cocktail hour from 4:30 to 5:30 pm in a separate room to kick start the evening for those that want to come out a little earlier! This room will be sponsored by SiteOne Landscape Supply. They will even buy you your first drink!

be adorned with centerpieces provided by Vermeer All Roads.

And this all takes place before the program starts! Wow! After dinner, we will reveal the recipient of our Lifetime Contributions to the Landscape Industry Award, as well as our Scholarship Recipients.

Next, awards will be provided for winning projects in the Landscape Ohio! Awards Program. There are 18 different categories to enter projects in. Suspense fills the room because we do not announce the winning projects in advance. It is fun to see the projects and get ideas to use in the future from the slide show that accompanies the presentation. If you have not entered this competition before, but have been considering it – you must attend this year!

At 5:30, we will migrate the party into the main room for another 45 minute of networking, cocktails, and hors d’oeuvres that are sponsored by Schill Grounds Management and Green Vision Materials. Commemorative photos will be taken by a professional photographer that is sponsored by Rusty Oak Nursery. Plus, we will glam it up with the Red Carpet Entrance and Champagne Toast compliments of Cascade Lighting!

The categories are sponsored by Alvord’s Yard & Garden, Bedford Glens Garden Center, Belgard Hardscapes, Bigfoot Landscape Supply, Davis Tree Farm & Nursery, Earth ‘N Wood, Great Big Home & Garden Show, Klyn Nurseries Inc., Lake County Nursery, Lowe’s Greenhouse, M.H. Eby, Oberfields, Snow & Ice Management Association, Stanley Black & Decker, Unilock Ohio Inc., Valley City Supply, Willoway Nurseries, and Wolf Creek Company.

This will be followed by a delicious dinner thanks to Botson Insurance Group and Chagrin Valley Nurseries. The tables will

Please join us for this fun event. Details are on page 7. I am looking forward to seeing you there!

38 | Official Publication of The Ohio Landscape Association

ADVERTI SI N G I N D E X WELCOME NEW MEMBERS The OLA would like to welcome it’s newest members!

REGULAR MEMBERS

ASSOCIATE MEMBERS

Good Nature Organic Lawn Care 7621 Old Rockside Road Cleveland, OH 44131 (888) 529-6723 Alec McClennan

PC Services LLC PO Box 170 Amherst, OH 44001 (440) 581-0035 Brian Maurer

JLM Landscapes 594 Hudson Road Barberton, OH 44203 (330) 957-5248 ext 103 Justin McCroskey

Wellington Implement 625 South Main Street Wellington, OH 44090 (330) 635-7685 Jon McDonald

30 37 19 17 6 37 15 33 11 40 9 35 11 27 25 15 35 15 27 2 29 33 13 22 5

A-1 Power Equipment ACME Fence Royalton Supply Landscape Center Botson Insurance Group, Inc. Boulders Direct Boyas Recycling / Pete & Pete Buckeye Stone Works, LLC Cascade Lighting Davis Tree Farm & Nursery, Inc. Ditch Witch Mid States Ecolawn En Garde Deer Defense Frank Brothers Landscape Supply Klyn Nurseries, Inc. Kurtz Bros., Inc. Lakeside Sand & Gravel MRLM Landscape Materials LLC / JTO O’Reilly Equipment Oliger Seed Company Sintsirmas & Mueller Co. L.P.A. Sohar’s / RCPW, Inc. Valley City Supply VanCuren Tree Services, Inc. Willoway Nurseries, Inc. Zoresco Equipment Company The Growing Concern | May 2023 | 39

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