Newsletter Archives

TOCA Talk Winter 2025

TOCA Talk is proudly sponsored by EnP and Advanced Turf Solutions.

EnP has been Engineering Optimal Plant Health™ for nearly 30 years, manufacturing specialty fertilizers
under two brands: Foliar-Pak, and Age Old Nutrients.

Advanced Turf Solutions (ATS) is a green industry distributor that provides fertilizer, pesticides, grass seed, ice melt, and
more to professionals in the golf, lawn care, and sports turf markets.

 

Because EnP and ATS professionals believe that collaboration and the exchange of ideas are essential for innovation, they are proud to support the Turf and Ornamental Communicators Association (TOCA).

Thank you, members of the Turf and Ornamental Communicators Association, for supporting this industry through your information, education, and outreach.

President’s Message

Equipped and elevated
By Scott Covelli, TOCA President

Scott Covelli, TOCA President

Happy holidays, TOCA team!

I can’t believe the year is already coming to a close and what a year it’s been! I’m sure for all of us, it has had its ups and downs, but, overall, we’ve grown and learned a lot, and made some great memories. So, let’s look back – and ahead – shall we?

The highlight of the year for TOCA, of course, was the 2025 annual meeting in Charleston, S.C. We dug in on topics like inclusive communication, artificial intelligence (AI) tools and how to keep your cool when you have hard conversations. Most of all, though, we connected with 40+ TOCA members who made the trip and we proudly inducted Jason Schmaderer and McGavock Edwards into the TOCA Hall of Fame.

More recently, though, we’ve had contingents of TOCA friends meet up at Equip Expo and ELEVATE, the two biggest trade shows serving the lawn and landscape industries. I believe the best part about TOCA is the connections we make with people and the best way to foster those connections is to meet with people in person.

Trade shows can be a great time to do that. So, for future shows – like, for example, the GCSAA Show in Orlando, Fla., in the new year – I encourage all of you to make an effort to come to the breakfast, but also to make time to check in on your TOCA people. See how they’re doing – not just in work, but also in life. I know I can speak for myself in that life moves fast and people have a lot going on, so it can mean a lot if you ask someone how they’re doing or what their kids are into. These genuine connections are what TOCA does best.

Heading into the new year, there are so many ways we can equip and elevate our teams (see what I did there?). For our team members, we can share tools that we’ve learned as a part of TOCA to help them be better communicators. For our businesses, we can look for ways to support TOCA through sponsorships, as likely now is the time when budgets are locking in. If you need help in justifying a sponsorship or need more information, talk to a board member and we can assist! And for your own personal development, get more involved in TOCA by joining a committee. TOCA is truly what you make of it. The more people we have who are passionate about being better communicators together, we’ll all benefit.

And of course, it’s never too early to start planning for Cleveland, in 2026, for our annual meeting! Think about what you’re going to submit for the communications contest, as that will be here before you know it!

On a personal note, I want to thank all the TOCA people who supported my family and me this year. My 5-month-old son Judah has had some major health obstacles to overcome this year and many of you have been so helpful in giving us strength to get through a challenging year. Judah is doing great, by the way, and we’re very thankful.

As always, thank you for being the best professionals and the best people in the business. I wish you all a wonderful holiday season and hope to see you sometime soon!

Scott Covelli
TOCA President

Reserve your room for the 2026 TOCA Annual Meeting

Cleveland Rocks! TOCA Annual Meeting artwork revealed

Cleveland Rocks! Cleveland is known as the birthplace of rock and roll, and is home to the Rock and Roll Hall of Fame. These two logos are based on Cleveland’s musical legacy and use the song “Cleveland Rocks!” to illustrate the upcoming TOCA conference. The original song was performed by Ian Hunter in 1979, but the 1997 cover by The Presidents of the United States of America has become the most recognized version, played after wins at Cleveland sporting events and featured on the Drew Carey Show. We used an electric guitar, guitar pick, Cleveland skyline and outline of the state of Ohio to show that TOCA will rock in 2026!

 

Upcoming webinar

Cutting Through the Noise: Using Research & AI to Strengthen Marketing Strategy

Thursday, November 20, 2025 at 12 PM CT|Presented by: Zak Becker, EPIC Creative

It’s getting harder to stand out in a fast-paced media landscape – and knowing what really resonates with your audience has never been more important. In this quick, practical session, we’ll explore how modern research tools (including some smart new AI options) can help green industry marketers better understand their audience and make more confident decisions. You’ll leave with fresh ideas to inspire sharper strategies heading into 2026.

Join the Conversation!

TOCA Communications Contest opens December 1

It’s time to reflect on your outstanding communications work from 2025 and determine what you’ll enter in the 2026 Turf and Ornamental Communicators Association (TOCA) Communications Contest. TOCA will start accepting entries on Dec.1. Entries must be submitted by Feb. 27.

Find out how your work stacks up against the best in the business and get feedback on your entries. Click here to learn more about the TOCA Communications Contest. This contest is open to all current TOCA members.

Due to the cost increase of using the contest hosting site, the TOCA Communications Contest entry is now $55 per entry.

Entries must have been completed in full or partially in 2025. A complete list of categories can be found here.

TOCA Communications Contest awards will be presented during the TOCA Annual Meeting, April 28-30, in Cleveland. If you have any questions about the contest, contact Sandra O’Rourke at: sandra@cornerwindowcommunications.com.

 

TOCA intern reflects on Hunter Industries experience

By Taylor Kemp, 2025 TOCA Intern

This past summer, I had the incredible opportunity to work at Hunter Industries as a copywriter intern. Throughout this experience, I have worked on a variety of projects, ranging in style and tone. I wrote and edited advertising copy, social media captions, newsletters and copy plans. One of my favorite projects was for international purposes, giving me the chance to write and edit documents in the English Metric style – something I had never done before.

With the guidance of my copywriting team, I learned the importance of emphasizing clarity, tone and audience targeting, which taught me to tailor every word to resonate with specific demographics. I also learned to balance creativity with strategy, ensuring that each sentence aligned with the brand’s voice and goals. Both of my team members supported me, offering constant constructive feedback and positive reinforcement, which aided in my success this summer.

Not only was I surrounded by an incredible copy team, I was also embraced by encouraging and kind creative teammates, who helped me develop different skills essential to my future career. Through their guidance, I have found success and joy in this internship. I could not have asked for a better group of people to be surrounded by; their positivity was truly uplifting.

I am grateful to TOCA for the opportunity to work with Hunter this summer and look forward to applying my knowledge in future roles. With the support and encouragement of my mentor, Kris Guy, I have been inspired to establish my own freelance copywriting business. I hope to work with Hunter again in the future, as well as expand my opportunities to learn and grow. This internship was truly a life-changing and unforgettable experience for me, so thank you, TOCA, for giving me this opportunity.

Get your brand in front of the most influential communicators in the green industry

View the TOCA Sponsorship Opportunities

Behind the pages: A look at the 2024 Mid-Year Turf Review

Writing for Printed Collateral Gardner Award
By Cecilia Johnson, Sod Solutions Media and Content Manager

Sod Solutions was honored to receive the 2024 TOCA Gardner Award for Writing for Printed Collateral at the 2025 TOCA Annual Meeting held in Charleston, S.C. This recognition was awarded for the 2024 Mid-Year Turfgrass Industry Review, a July publication designed for turfgrass professionals, partners and sod producers that delivers a snapshot of current movement and updates within the turfgrass industry.

Released as part of our biannual Turf Review series, the Mid-Year Review includes performance updates, project stories, interviews and educational features focused on turfgrass development, use and logistics. The print edition is mailed to Sod Solutions’ partners and clients and also serves as a resource in marketing, sales and educational outreach.

We had two goals for the Mid-Year Review. First, we wanted to produce a printed piece that consolidated turfgrass industry news and updates in a way that felt structured, relevant and readable. Second, we wanted to highlight individuals, programs and projects that are advancing turfgrass performance and adoption.

Rather than create something that rehashed existing stories, we aimed to provide a mid-season outlook with original content and timely data. It needed to serve as a resource, not just a brand piece. It also needed to stand on its own apart from digital efforts. The print format was chosen to encourage deeper engagement and longer shelf life. We wanted readers to refer back to it more than once and for it to offer value beyond the month it was published.

The Turf Review’s structure is shaped by feedback from sod producers, university researchers and professionals who want focused, useful information from our marketing team. We built the July issue with that audience in mind. Layout and content decisions focused on clarity and pacing. Articles were reviewed for readability, regional relevance and real-world application. QR codes were included to provide readers with additional digital content. The print version was built to deliver a complete experience on its own.

The issue opened with a message from our president and a short recognition of Sod Solutions’ 30-year milestone in 2024. From there, the content focused on education, performance and case studies.

Key articles included:

Additional sections included updates from our Turf Logistics business unit, a look at Sod Solutions’ international work in Brazil, fall trade show schedules and marketing achievements. Each piece was developed to tie directly to turfgrass application, development or distribution. The variety and pacing of the content gave this issue strength. It balanced technical insights with profiles and case studies that showcased turfgrass in real-world settings.

The stories represented multiple regions and sectors, including sports fields, golf courses, zoos and schools, and connected to projects happening in real time. We will continue publishing future Turf Reviews with a focus on clarity, relevance and engaging content for our readers. We are proud to have this work recognized with a Gardner Award and grateful to TOCA for honoring a project that reflects the core of our company’s mission and outreach.

‘Thank a Super’

Video Gardner Award
By Scott Covelli, EPIC Creative

At EPIC Creative, we know quite a bit about golf course superintendents. As the co-creator of GCSAA TV – and before that, Superintendent Video Workshop – we’ve been filming golf courses and interviewing hundreds of golf course superintendent for three decades.

But it was a special opportunity when John Deere approached us for help in crafting a genuine, engaging video for the GCSAA’s annual “Thank a Super” Day. We had been working with their golf division on several projects and our history with producing video for John Deere goes back years. For them, this wasn’t a sales opportunity, but rather a true show of appreciation to golf course superintendents for their hard work and dedication, which can often be overlooked.

Identifying a strategy

The John Deere team asked us for insights into how we might be able to make a unique and interesting video. As background, we pride ourselves at EPIC for doing something different and finding a way to relate to people – talking to them, rather than AT them.

The parameters were that some John Deere executives were going to be at an event with some superintendents and thought it’d be a great opportunity to capture content to support the “Thank a Super” day of recognition.

Our creative juices flowed. We devised ideas where superintendents could sign up through the video to receive an exclusive gift or we even researched having the videos personalized to say, “thank you, [insert name].” In the end, though, it became a case of not overthinking the concept and just focusing on telling a powerful, relatable story.

Knowing your audience

Not only do we know the superintendent audience, it was also helpful to know that superintendents were going to be the laser-focused target audience. This video was part of an email sent by the Golf Course Superintendents Association of America (GCSAA) to their membership, so we knew exactly who we were addressing.

That sounds obvious in retrospect, but knowing the audience and the medium in which they’ll see the content is critical in storytelling. We knew we didn’t need to explain what a superintendent is or why they deserve thanks. We could just start by speaking directly to them and cut out the fluff.

Another huge help for putting this together was the ability for our video team to film all the parts of this, including all the b-roll and interviews. We no doubt have a ton of video footage we could pull from to create a superintendent highlight reel, but we wanted it to feel like one thoughtful, cohesive piece.

Bringing it to life

The finished product told a thoughtful, heartfelt story of what superintendents mean to John Deere, to golfers and to other superintendents. The tone is positive and celebratory, using the voices of real superintendents so we could connect with the audience. We leaned in on messages like “camaraderie” and “pride” to evoke emotion, and we captured beautiful, unique video content that created a cinematic-style backdrop to the piece.

This was a special project to work on because we’re so invested in the world of golf course superintendents and it was an honor to help John Deere share their genuine gratitude for these hard-working professionals.

Join TOCA for breakfast at GCSAA!

Thursday, February 5, 2026
7:30 – 8:30 a.m.

Orange County Cenvention Center, Orlando, Florida
Room W313

Save Your Seat!

2024 State of the Industry Report: Focusing on success

New Media: Websites Gardner Award

By Emily Mills, digital editor, and Katelyn Mullen, art director, Garden Center magazine 

Garden Center magazine’s mission is to provide our readers – independent garden center owners, operators and managers – with the business management tools and comprehensive industry insight they need to run a profitable, efficient retail store.

Until March 2023, the magazine produced 12 print issues a year. After March 2023, the magazine became a digital-only publication. (But as of March 2025, the print magazine is returning, with four quarterly issues a year!)

The State of the Industry is always one of our biggest projects of the year to take the pulse of the independent garden center market. After producing print State of the Industry reports for 12 years, the 2024 State of the Industry Report marked our first in-depth online project and we wanted to make sure it showed why digital projects are just as strong as print – and in some ways enhanced, since it gives us more freedom, space and creativity to share the report in a new way.

We conducted a survey of more than 100 garden center owners, operators and managers in the United States and Canada via a SurveyMonkey survey in September 2024. Emily compiled the answers and data in October and November, and wrote extensive analyses to explain the data to our readers. The industry saw booming growth during the COVID-19 pandemic, as people picked up a hobby they could easily do at home – gardening. But that growth has started to slow, and in 2024, we found the industry began refocusing on its core business – selling plants.

With that core idea in mind, we decided on a “focus” theme for the interactive report, titled “Focusing on success,” with corresponding graphics and design elements.

Katelyn’s goal was to take a ton of small data points and create a clear and easy way to digest all the information. This is normally the challenge whether we’re in print or digital, but with the ability to bring movement into the project, she was able to use that as a tool to guide eyes and continue to pull the reader from page to page and from data point to data point.

She used hover pop-ups as a tool to allow readers to home in on the bit of information they were specifically interested in, but they also had the ability to reveal all the data at once if they wanted an overall comparison of each data point.

With the theme of “focus,” Katelyn creatively chose to use a color theme inspired by the blue and red glow visible on a 3D screen when looking at it without 3D glasses. Putting on the 3D glasses brings everything on the screen into focus, so the theme was a play on that idea.

We published the report in December, with an assist from GIE Media Creative Director Jim Blayney to get it across the finish line, as Katelyn went on maternity leave toward the end of the project. We also made sure to include a downloadable PDF version of the report, as some readers didn’t want to engage with the interactive report and wanted a static option. We also included page thumbnails in the navigation bar to allow users to easily move to different sections of the report without having to interact with the entire report if they only wanted to see one section.

We are so honored to have received the Gardner Award from TOCA and believe it stands out for its engaging, interactive format. We are currently working on the 2025 State of the Industry Report and are excited to share an even better interactive report with our readers in the coming weeks!