STRATEGIC PLAN 2024
A roadmap to align stakeholders, communicate strategic priorities, and inspire active growth.
In the summer of 2024, the TPI Board and staff conducted a strategic planning session facilitated by Avenue M Group The prior strategic plan was developed in 2016, and over those eight years there were significant external and internal changes for TPI. The stakeholders evaluated TPI’s vision, mission, and core values to align them with the current environment and future success They identified the solutions and value TPI offers to its different audiences. They analyzed how current and future trends and challenges could affect TPI. Using these discussions this 2024 TPI Strategic Plan was developed.
VISION
THE OUTCOME WE STRIVE FOR, THE ULTIMATE DESTINATION
TPI is the global advocate promoting the benefits of natural grass, with members leading the industry in innovation, quality and profitability.
MISSION
WHAT WE DO, HOW WE SERVE OUR MEMBERS
TPI educates partners, invests in research, and connects members worldwide to increase the value and use of natural grass.
CORE VALUES
OUR CONSISTENT IDENTITY SINCE 1967.
RELATIONSHIPS
TPI is rooted in fellowship through generations. We cultivate a welcoming community for all members to grow and maintain connections worldwide.
LEADERSHIP
ADVOCACY
TPI is the channel connecting natural grass producers and policymakers. TPI works to influence local, regional, and national public policy to advance the industry.
TPI inspires, fosters collaboration, and equips members to grow professionally and leverage their entrepreneurial strengths for the success of the industry.
INTEGRITY
INNOVATION
TPI is a platform for members to discuss ideas, share challenges, and develop creative solutions. TPI generates resources to drive progress and add value
TPI treats members, industry partners, policymakers, and others with respect and professionalism. Our ethics and transparency make us a reliable, trusted partner.
MEMBER-FOCUSED
TPI prioritizes the unique needs of turfgrass producers TPI actively listens to members to build longterm relationships that enhance their experience.
GOALS
BIG-PICTURE TARGETS FOCUSED ON ACHIEVING THE STATED VISION OVER 3-5 YEARS
& STRATEGIES
CONCRETE, MEASURABLE WAYS TO EXECUTE GOALS ACCORDING TO OUR MISSION
Goal 1:
Increase TPI/TLI brand awareness with consumers and users of natural grass.
Strategies
Develop a succinct TPI brand to establish TPI and members as natural grass authorities
Develop a succinct TLI brand that promotes the benefits of natural grass
Implement a marketing plan focused on brand recognition among secondary audiences (consumers, green industry businesses, legislators, athletes, etc).
Goal 2:
Advocate for natural grass preference and increased use in our industry, communities, and with policy makers.
Strategies
Educate public leaders on the benefits and added value of natural grass
Invest in research to document ecosystem and health benefits of grass
Collaborate with industry organizations to pursue shared interests and goals.
Create a toolkit to empower member-level advocacy with local communities and policy makers.
Allocate resources to influence legislation impacting natural grass producers.
Goal 3:
Enhance member value and engagement.
Strategies
Engage additional employees of member companies.
Foster connections internationally, across generations, and between membership classes.
Invest in international growth
Increase member utilization of benefits and participation in programs and events
Improve the member experience online
Goal 4:
Ensure functional and financial stability while planning for growth.
Strategies
Adapt our staffing plan to meet the current needs and future environment of TPI.
Redefine how we utilize member volunteers.
Create a public funding stream for TLI
Increase membership by directly marketing to non-members
Continue to be fiscally responsible by budgeting for positive revenue, comparing costs, and consolidating undervalued content.