NEWS GROW o nt h e

From OFA to You

8 GPN December 2009 www.gpnmag.com

Academic Experts Sponsor Spring Trials Bus Trip

Growers interested in the California Spring Trials will have the opportunity to go on an intense, educational bus trip from April 9 to 13, 2010, organized by Drs. Mark Bridgen of Cornell University, Brian Krug of the University of New Hampshire, Roberto Lopez of Purdue University and Neal Mattson of Cornell University.

The itinerary is jam-packed and fast-paced: The days begin early and con-tinue late into the evening. On April 10, the group will visit Golden State Bulb Growers, Syngenta Flowers/Goldsmith Seeds, Speedling (along with exhibitors Thompson & Morgan, GreenNex USA, Hem Genetics, MasterTag, Plant Source International and Schoneveld Twello) and Sakata Seed.

Sunday, April 11, will begin at Dümmen USA. After a short drive, the group will visit Greenheart Farms. The last stop of the day will be with Jiffy and their exhibi-tors Northern Innovators, Skagit Gardens and Florist de Kwakel.

On Monday, April 12, attendees will visit PlantHaven, followed by Ball Horti-cultural Co. with displays of PanAmerican, Kieft Seeds and Selecta varieties. In the afternoon, the group will visit Green Fuse Botanicals and GroLink.

The cost of the trip will be $450 per person in a double room or $720 per person for a single room, which includes four nights’ hotel accommodations, bus transpor-tation, lunches for three days and experienced guides.

Space is limited — register by January 29, 2010 to reserve a seat on this trip. A travel agency is available to assist with these reservations; for online reservations, click here and choose Event Registration for Pack Trial Excursion for Greenhouse Growers in the bottom left corner.

Contact Dr. Mark Bridgen at (631) 727-3595 for more information.

ANLA Management Clinic Registration Now Available

Registration is now open for the 2010 ANLA Management Clinic, the green industry’s only educational event dedicated exclusively to business management, which will take

place Jan. 31 to Feb. 3, 2010, in Louisville, Ky. Early-bird registration for ANLA members is $549.

During this event, owners and managers come to learn the business skills — marketing, fi nance, inventory control and leadership — needed to com-pete in today’s competitive environment and diffi -cult economic climate. These three days, featuring

more than 70 sessions and networking opportunities, offers businesses the energy boost and new ideas needed to grow and succeed in 2010.

The full event schedule for 2010 is now available on the Management Clinic website, www.managementclinic.org, with a keynote line-up that includes Pearl Fryar, a true horticultural hero, and the return of another hero, Ernest Wertheim, who will share more of his life story with attendees.

This year’s clinic also features the debut of Garden Idol, where new plants are intro-duced then critiqued by a panel of “celebrity” judges. Attendees choose the winner!

Early-bird registration for members is available through Dec. 17, and for each registra-tion purchased over the fi rst, you get $100 back. (Two registrations: $100 back. Three reg-istrations: $200 back.) For more information on the clinic or to register, visit the ANLA Management Clinic website.

Tools Available to Drive Sales

We know marketing is the right way to react in a down economy,

but it’s not always easy to carry out those plans in the midst of

all your other business in the greenhouse, retail storefront and

offi ce. How do you fi nd the money to pay for it, the expertise to

invest in the best methods and the time to make it all happen?

OFA — an Association of Horticulture Professionals — can

help members solve these issues with its Marketing & Advertising

Toolkit. This low-cost, online resource provides effective mate-

rials that will help you promote your business within your local

community. Using a variety of tools, this program can support

new business development, enhance relationships with existing

customers and stimulate additional sales.

Currently Available Tools

You can target customers

in ways that work best for you

and them. Let customers know

you are the expert by creating

high-quality educational pieces

to mail or give out in store.

Announce sales or new product offerings with direct-mail pieces

that can even be mailed for you. Or you can give your store an

update look with new bench cards.

The Marketing & Advertising Toolkit currently includes fi ve

offerings that cover a variety of contact methods: custom-

designed bench cards, direct-mail pieces, web banners, tear

sheets and tip sheets.

Accessing the Toolkit

At this time, the marketing and advertising tool kit is available

only to OFA members. To fi nd out more about the service, log in

to the myOFA section of the website (www.ofa.org/myOFA), click

on any of the tools you are interested in and create a free account.

This will let you actually create materials and see exactly what

you will be receiving before placing an order. The program is print

on demand, so you order only as much as you need, any time you

need it. OFA members receive a 10 percent discount on printing.

Future Toolkit Plans

The next phase of the tool kit will contain additional direct mail

and print options, POP solutions, brand builders/promo items,

and newspaper advertising templates. Continue visiting the

members-only section of the OFA website to capitalize on these

resources as soon as they are available.

The program is being rolled out in phases to ensure that we’re

providing you the tools you need. Over time, a large library of

resources will exist to support your marketing and advertising

needs. Feedback from members is critical to the success of this

program, so let us know what tools work, what tools you need,

and how this membership feature can benefi t you more.

Compiled by Paige Worthy