Business Details
39 Years
experience
Marketing Solutions for the Green Industry
Founded in 1987 by Matt and Irene Shooner, Focal Point Communications has specialized in marketing solutions for the green industry for over 30 years. Our founders, with prior experience in lawn and landscape businesses, identified a gap in accessible marketing resources and launched Focal Point to address this need. We have since expanded our offerings while maintaining a focus on helping lawn care, landscaping, and horticultural businesses enhance their professional image and grow through targeted communication.Our team combines industry expertise with creative design to deliver direct mail, newsletters, digital marketing, and promotional materials tailored to the unique needs of green industry professionals. With a client-centric approach, we prioritize personalized service, proven strategies, and continuous innovation to ensure measurable results for our clients.
Services
Direct Mail
Newsletters
Door Hangers
Presentation Folders
Grow Notes
Poly Bags
Greeting Cards
Jumbo Postcards
Magnets
Business Cards
Details
- Year established: 1987
Highlights and features
- We specialize exclusively in marketing for the green industry with 30+ years of experience.
- Our team provides personalized design and strategy tailored to lawn care and landscaping needs.
- Proven track record of increasing client sales through targeted direct mail and digital campaigns.
- We offer end-to-end solutions from concept to delivery with dedicated project management.
- Our materials are backed by client testimonials highlighting measurable business growth outcomes.
What people say
Best advertising we've ever done
Increased sales by 30%
Professional, courteous, and prompt service
Outstanding customer service
Creative and competent team
Services
Direct Mail
Our direct mail services help green industry businesses connect with prospects through targeted Every Door Direct Mail (EDDM) and traditional mailing options. We create eye-catching postcards and mailers that highlight your services while ensuring cost-effective distribution. Clients receive strategic mailing schedule recommendations and design support to maximize response rates and generate new business opportunities.
Newsletters
We develop customized print and digital newsletters that position your business as an industry expert while maintaining regular client communication. Our content includes seasonal tips, service promotions, and educational material tailored to your target audience. These professionally designed newsletters help reinforce brand recognition and drive repeat business through consistent, high-quality engagement.
Door Hangers
Our template and custom door hangers provide an effective way to generate leads in specific neighborhoods or follow up with existing clients. Available in multiple designs, these leave-behind pieces promote seasonal services, special offers, and maintenance programs. The attention-grabbing visuals and strategic messaging help convert casual encounters into service appointments for lawn care and landscaping businesses.
Presentation Folders
We create professional presentation folders that showcase your services while organizing proposals and client documents. Available in stock and custom designs, these folders feature your branding and service highlights to reinforce credibility during client meetings. The practical format combines visual appeal with functional organization for effective sales presentations.
Grow Notes
These informative leave-behind notes help clients understand seasonal lawn care needs while promoting specific services. Designed to accompany maintenance visits, Grow Notes explain treatment benefits and include service reminders. The educational content builds client trust while creating opportunities for upselling additional services throughout the year.
People
Joe Shooner
President
Joined Focal Point in 2001 and became president in 2015, Joe leads client interactions and business development while maintaining direct customer engagement through daily operations.
Irene Shooner
Co-Founder/Treasurer
Co-founded Focal Point with Matt Shooner in 1987, Irene manages financial operations with a client-focused approach that makes billing interactions feel personal rather than transactional.
Matt Johnston
Project Manager
With Focal Point since 1997, Matt oversees project execution and client communication, bringing technical expertise and continuity to production processes while maintaining his iconic Michigan baseball hat.
Renee Langefeld
Graphic Designer
Renee leads design efforts, ensuring all client materials meet professional standards through her creative vision and attention to detail that consistently elevates client branding materials.
Ben Shooner
E-Newsletter Program Manager
Ben manages the e-newsletter program since joining in 2015, maintaining regular client communication schedules and ensuring digital marketing campaigns align with business growth objectives.
Questions
What industries do you specialize in?
We exclusively serve lawn care, landscaping, and horticultural businesses, providing marketing solutions tailored to the green industry's unique needs.
How does EDDM direct mail work?
Every Door Direct Mail allows targeting specific carrier routes without address lists, offering cost-effective neighborhood saturation while maintaining control over delivery areas.
Can I customize your template designs?
Yes, all our templates including door hangers, postcards, and newsletters can be fully customized with your branding, photos, and service-specific messaging.
What payment options do you accept?
We accept credit card payments and checks, with flexible payment plans available for larger projects and ongoing marketing programs.
How long does brochure production take?
The average lead time for brochure orders is four weeks, including design, revisions, printing, and shipping within the continental United States.
Do you offer digital marketing solutions?
Yes, we provide e-newsletter programs, digital direct mail options, and website-integrated marketing materials to complement traditional print campaigns.
Reviews (3)
Wihebrink Landscape Management Inc
Jun 05, 2020
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We have partnered with Joe Shooner and the Focal Point team for our marketing needs for 15 + years. As we were building our business, they were a key ingredient to helping us manage our marketing budget to achieve desired results. Joe and his team are always extremely accessible and willing to help create a marketing piece or campaign to fit a budget and needs.
Chris Miller
Jan 18, 2019
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I had the pleasure of working with Focal Point on a few work-related projects, promoting a large-scale community event, called On the Table Greater Akron, and they were professional and creative, with a distinct passion for the community. They helped the event gain more visibility and traction in the community, and they did a wonderful job capturing some of the community conversations that took place. Beyond the work, they're great people. I would definitely recommend the company.
Megan Kolkmeier
Dec 19, 2018
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Used them to send our direct mailers for our company. They made the process very smooth, and guided me every step of the way. It was first time sending out direct mailers and I did not know where to start. I would recommend them to anybody!
