Featured Client: JFNew, Inc.
A conversation with Leah M. Cooper, Marketing Representative for JFNew, Inc.
JFNew is one of the leading natural resources and ecological consulting firms in the United States, providing full service, turn-key solutions in the areas of wetland consulting, natural resource management, native plant materials, construction, and maintenance. They are located throughout the midwest, with headquarters in Walkerton, Indiana.
What kind of business does JFNew engage in? 
JFNew provides full-service ecological solutions in the areas of low-impact design engineering, ecological consulting, restoration and maintenance services, and native plant materials.
JFNew’s most important services include our ability to provide clients with an innovative and sustainable turn-key approach to project needs.
We use a scientific and practical approach to design, and implement restoration and enhancement of natural areas and native landscapes, utilizing “green” Best Management Practices whenever feasible.
JFNew’s most important goals/mission is to provide the highest quality environmental services to our clients while positively impacting the lives of our employees and the conservation of natural resources through prosperity and stewardship.
JFNew’s values drive and guide our business decisions on a daily basis. Our values are as follows in order of priority: Environmental and Business Ethics; Client Satisfaction; Proactive and Respectful Communication; and Efficiency.
JFNew was founded in 1989 to help clients navigate regulations and work with regulatory agencies to obtain wetland permits. Since then, we have grown and diversified to include a wide range of natural resources and consulting services over a broader regional area. In addition to our corporate office and 100-acre native plant nursery in Northern Indiana, we have established regional offices to serve clients across Illinois, Indiana, Ohio, Kentucky, Michigan and Wisconsin. The JFNew Team of over 130 professionals includes experienced Wetland / Wildlife Biologists, Environmental Scientists, Environmental Engineers, Landscape Architects, Hydrologists, Ecologists, Native Plant Specialists and Business Professionals dedicated to client service and environmental stewardship.
The messages your organization needs to deliver to your audience are very important. What factors made you decide to seek an outside provider of visual marketing services? What solution were you seeking?
For many years, JFNew took a secondary approach to marketing and marketing strategies. Most marketing campaigns were developed, implemented and managed through internal resources. While this approach worked well for JFNew when it was a smaller, upstart company, JFNew quickly outgrew this method as we matured as a company and grew into a larger, more competitive market base.
As JFNew looked to amplify their overall brand image, we felt it was important to work with an outside consultant that could bring a fresh perspective to help us better market ourselves as the Midwest leader in ecological consulting and native plant materials.
While it was important for JFNew to stay true to original brand identity (dragonfly, blue, green), we were open to moving within a new paradigm of marketing through carefully applied design.
How has working with Imagine changed your business’s marketing goals or approach? 
Since working with Imagine over the past several years, JFNew’s marketing collateral has only improved. Imagine brings a higher level of quality, professionalism and ideas into the arena of design, and Imagine approaches each project with a fresh perspective.
At JFNew, we are a complicated company in that because we offer so many different types of services, it is often difficult for us to channel our ideas into a seamless design. One of the biggest values Imagine has provided to JFNew is their ability to listen to all the concepts, organize the ideas and capture them into a design that is clean, classic and focused.
What advice might you have for an organization that isn’t sure how to improve its visual marketing strategies and results?
The first approach for an organization that isn’t sure how to improve its visual marketing is to get all their ideas on paper—no matter how outrageous they might be. Next, consider working with a professional full-service design and marketing firm such as Imagine. This strategy works well because 1) you’ll be talking to a firm that is relatively unattached from your organization and can therefore provide honest, un-biased feedback; and 2) you’ll be working with a firm that can help you focus away from the larger infinite picture of marketing ideas, and onto a more finite area that will land your organization where you need to be in the pinnacle of the marketing world.
For further information about JFNew, Inc.:
web: www.jfnew.com
Phone: 574-586-3400
Address: 708 Roosevelt Road
Walkerton, Indiana 46574
Leah Cooper, JFNew Marketing Representative
Mike Lancioni, JFNew Director of Services
Sam Miller, JFNew Director of Marketing
Mark O’Brien, JFNew Director of Native Plant Nursery