Home > Landscape Irrigation > Novalis introduces new communication strategy
Novalis, a national alliance of top annual (color), perennial and woody ornamental growers, today released a new video [www.whatisnovalis.com] to execute streamlined communications with its various constituency groups.

Novalis introduces new communication strategy

Novalis, a national alliance of top annual (color), perennial and woody ornamental growers, today released a new video [www.whatisnovalis.com] to execute streamlined communications with its various constituency groups. The video was written and produced to serve as a concise method of communicating the history and rationale behind Novalis, as a grower consortium, and the value propositions offered by the Plants that Work product brand.


The official unveiling of the video will take place at the American Nursery and Landscape Association’s Management Clinic, Feb. 7, 2009, where Novalis is the primary Corporate Sponsor. J. Guy, Novalis manager and founder, will take part in the key note presentation beginning at 8:00 a.m. EST including an audience viewing of the video.


Event attendees will have the opportunity to tour a plant display area designed by Novalis in the main concourse following the key note speaker’s address. The video will also be on view at the Novalis display area throughout the event. 


Novalis selected videography for communicating its 2009 message points in order to provide valuable information instantly through diverse social media outlets such as online Web sites, blogs, e-newsletters, and YouTube.


The 5-plus-minute clip features key leaders of the grower consortium including J. Guy, Linda Guy, director of new product development, Tom Kegley, director of marketing, the Novalis Board of Directors, and others. The video shows them candidly explaining how Novalis works closely with breeders, growers, independent garden centers, professional landscapers, industry organizations, the media, and others to ultimately provide quality plant material and related, valuable information to consumers. The video exemplifies the essence of the group’s ongoing goal, which encompasses uncovering industry members’ needs and delivering helpful plant-product solutions with garden worthiness. The video reveals the following three strategies in an effort to accomplish this goal:

Continue to discover and launch new plant introductions that improve retail sales and support home gardeners struggling to find improved solution plants.
Continue to provide marketing support to independent garden centers with plant packaging and P.O.P. signage that educate consumers and help them make the right purchasing decisions for their locales.
Continue to sell a diverse range of branded plant programs exclusively to independent garden centers, serving as a backbone for the independent market and offering a level of solidity and comfort to retailers selling the Novalis® brand and its products.

“There is deep meaning behind the word, ‘Novalis’,” says J. Guy on the video. “In Latin, the word means “To Cultivate New Ground,” and that is exactly what we are prepared to do. Whether it is through the plants we produce or the marketing support we offer, we are here to assist our customers every way possible to achieve success in 2009 and beyond.”


Other leading Novalis growers are also featured in the new video. These include Tom Demaline, president of Willoway Nurseries, Inc.; Steve Hutton, president / CEO of The Conard-Pyle Co.; and Greg Schaan, president / CEO of Imperial Nurseries, Inc. and board president of the American Nursery and Landscape Association.

On the heels of the video, Novalis plans to launch additional communication tools that will provide further support and insight including an electronic sales kit of merchandising and marketing materials and new additions to the consortium’s Web site at www.novalis.com and www.plantsthatwork.com. To view the full video, please visit www.whatisnovalis.com or http://www.youtube.com/watch?v=cOxVBhh1k-U

About The Staff