FieldTurf, a global leader in sports surfacing and athletic field construction, faced the challenge of scaling its outreach to schools, universities, and municipalities. Traditional sales processes—manual email campaigns, inconsistent follow-ups, and scattered contact tracking—slowed down growth and left opportunities untapped.
By implementing an AI-driven outreach and engagement platform, FieldTurf transformed how it connects with decision-makers in education and sports organizations. The result is a streamlined system that automates campaign creation, personalizes communications, and provides real-time analytics across multiple project scenarios—from new field construction and turf replacement to track rebuilds and tennis court projects.
This platform not only saves time for sales teams but also ensures consistency, scalability, and measurable impact in every interaction. With AI handling campaign execution and monitoring, FieldTurf can focus on what it does best: building world-class athletic facilities that empower communities and athletes.
The Challenge: Manual Outreach Slowed Growth
Before adopting LATO AI’s platform, FieldTurf’s outreach process was highly manual and fragmented. The sales and marketing teams faced several bottlenecks that limited scalability and slowed down new project acquisition:
Time-Consuming Email Outreach
Every campaign required sales managers to manually draft, personalize, and send emails to athletic directors, school superintendents, and municipal facility managers. This repetitive work not only consumed hours of valuable selling time but also limited the number of contacts that could be reached in a given week. Without automation, scaling outreach to hundreds—or thousands—of prospects across different regions was nearly impossible, leaving significant growth potential untapped.Missed Follow-Ups Reduced Conversions
In a competitive market where timing is critical, FieldTurf often lost momentum with potential clients simply because follow-ups weren’t systematic. Prospects who didn’t respond to the first message were too easily forgotten, or follow-ups arrived too late to make an impact. Without a structured, AI-driven follow-up sequence, many promising leads went cold, reducing conversion rates and slowing down the sales cycle for new turf installations.Inconsistent Messaging Hurt Brand Perception
Because outreach was handled manually by different team members, messaging varied in tone, professionalism, and level of detail. Some emails were too casual, others too technical, and few aligned consistently with FieldTurf’s premium brand identity. For schools and municipalities investing in multi-million-dollar athletic facilities, this lack of standardized communication risked eroding trust and credibility—key factors when competing against other providers.Limited Visibility into Campaign Performance
With no centralized dashboard, managers had no reliable way to measure which emails were opened, which prospects engaged, or how different outreach scenarios performed. Was turf replacement outreach more effective than new field construction campaigns? Which contacts responded fastest? These insights were hidden in scattered inboxes, making it difficult to evaluate ROI, refine strategies, and run data-driven sales campaigns.Scalability Challenges in Engaging Schools and Municipalities
FieldTurf’s target audience spans thousands of organizations, each with multiple stakeholders who influence the decision-making process. Attempting to manage this volume manually meant that outreach often reached only a fraction of the available market. As a result, valuable opportunities for new field construction, resurfacing projects, or track rebuilds went unaddressed, leaving FieldTurf at a disadvantage in expanding its footprint despite strong demand.Scalability Challenges in Engaging a Diverse Market
FieldTurf’s potential client base is vast and diverse—ranging from schools and universities to municipalities, private sports clubs, and large facility contractors. Each organization has multiple stakeholders involved in the decision-making process, and managing this outreach manually was overwhelming. Without an AI-powered outreach automation system, the team could only connect with a fraction of prospects at a time, leaving valuable opportunities for new construction, turf replacement, resurfacing projects, and track or court rebuilds unexplored. This lack of scalability made it difficult to fully capitalize on the growing demand for athletic field solutions.
Our Goal: Automating Outreach to Drive Smarter Growth
The partnership between FieldTurf and LATO AI was built on a clear mission: to replace repetitive, manual outreach with a scalable, AI-powered engagement system that could accelerate sales cycles, improve communication consistency, and unlock new growth opportunities across a broader market.
Streamline Campaign Creation and Execution
The first objective was to eliminate the bottlenecks caused by manual campaign setup. Instead of spending hours drafting individual emails and organizing follow-up schedules, sales managers needed a platform where they could upload contact lists, categorize prospects by scenario (new field construction, turf replacement, resurfacing projects, or track rebuilds), and launch a full campaign in minutes. With AI handling the administrative load, FieldTurf’s team could focus their time on high-value conversations and relationship building, rather than repetitive outreach tasks.Automate Follow-Ups with AI Precision
A major pain point was the inconsistency of follow-ups. Many potential clients were lost simply because reminders weren’t sent on time or at all. To solve this, the platform was designed to manage AI-driven follow-up sequences that could send reminders at optimal intervals, using staggered scheduling to avoid overwhelming prospects within the same organization. This guaranteed that every lead received timely, professional touchpoints until a final resolution—whether that meant scheduling a meeting, closing a deal, or formally marking the opportunity as no response.Standardize Messaging Across All Outreach
Brand perception is critical when pitching multi-million-dollar athletic field projects. FieldTurf needed a way to ensure that every email reflected the company’s premium positioning, no matter which sales manager sent it. By embedding a library of scenario-specific templates into the system—each crafted to highlight expertise in projects like turf replacement, tennis court resurfacing, or new field builds—the platform made it easy to personalize while keeping the core message consistent. This not only reinforced trust and professionalism but also created a unified voice across all regions.Provide Real-Time Insights Through Dashboards
Another core objective was to move from guesswork to data-driven strategy. The solution had to give managers centralized dashboards that displayed key metrics in real time: emails sent, open rates, replies, bounces, and no-response outcomes. Beyond simple counts, the dashboards also offered timeline views for each organization, allowing sales teams to track the progression of conversations. With this visibility, FieldTurf could finally measure campaign effectiveness, identify winning strategies, and continuously refine outreach efforts.Scale Outreach Across a Broader Market
Perhaps the most ambitious goal was scalability. FieldTurf’s market extends far beyond schools and municipalities—it includes universities, private sports clubs, and facility contractors. The system needed to support outreach at this scale, handling thousands of prospects without adding to headcount. By leveraging AI-powered outreach automation, FieldTurf could extend its market reach, penetrate new regions, and consistently manage large volumes of prospects that would have been unmanageable under a manual process.
In short, the goal was to empower FieldTurf with an outreach engine that is faster, smarter, and infinitely more scalable than traditional methods. By combining automation, standardized messaging, and real-time analytics, the platform sets a new benchmark for how athletic field providers can grow their business while maintaining a premium, client-focused brand experience.
At a Glance: The AI-Powered Outreach & Engagement Platform
The FieldTurf Outreach Platform, custom-built by LATO AI, represents a significant leap forward in how athletic field providers connect with potential clients. Designed to replace fragmented email campaigns and manual follow-ups, the platform serves as a centralized, AI-powered system that manages every stage of outreach—from uploading prospect lists and launching campaigns to monitoring replies and tracking performance.
Rather than relying on time-consuming manual methods, sales managers now have a single tool that delivers consistent messaging, automated follow-ups, and actionable insights across every market segment. Whether the project involves a brand-new athletic field, turf replacement, resurfacing of a track, or a multi-sport facility upgrade, FieldTurf can now approach prospects with professionalism, precision, and scale.
How the AI-Driven Email System Works: Scaling Outreach with Precision
Unified Dashboard for Campaign Oversight
The platform opens with a powerful dashboard that centralizes every outreach activity in a single, intuitive interface. Here, FieldTurf teams can monitor the total number of campaigns, active initiatives, and overall contact database. The dashboard also surfaces recent responses in real time, ensuring that no interaction slips through the cracks. By consolidating visibility into campaign health and lead engagement, the dashboard allows administrators to make quick, data-driven decisions while streamlining communication across the sales funnel.
Interaction Tracking for Lead Engagement: Every client interaction is captured and stored, from initial outreach to responses and follow-ups. Sales teams can view detailed records of what was sent, whether it was opened, and how the recipient engaged. This historical view of communication ensures no conversation is lost and provides the context needed to craft the perfect follow-up. With all messages centralized in one system, FieldTurf avoids the inefficiencies of scattered email chains and gains a structured record of engagement.
Campaigns are displayed in a clear overview, showing total contacts, replies, opened emails, non-responses, and progress percentages. Whether a campaign is in draft mode, active, or paused, teams have full transparency on its performance. This feature allows sales staff to focus attention where it matters most—whether restarting stalled campaigns, celebrating those with 100% engagement, or optimizing ones that need improvement.
The platform empowers FieldTurf to design highly tailored outreach strategies by configuring campaign scenarios that reflect different project needs and client types. Within this setup, teams can define unique outreach journeys, assign specific templates to each stage of communication, and establish rules for frequency, timing, and tone.
By supporting multiple scenarios in a single environment, the system allows sales and marketing teams to run parallel campaigns for diverse opportunities—whether engaging with school districts, municipalities, or private organizations—without overlap or confusion. Each scenario can be customized to ensure the messaging, cadence, and follow-up logic align with the goals of that specific initiative.
The platform consolidates all stakeholders under their respective organizations, such as schools, municipalities, or private sports clubs. Within each profile, users can view and manage multiple decision-makers—athletic directors, facility managers, principals—ensuring that outreach covers the full chain of influence. Adding or editing contacts is quick and intuitive, keeping the database accurate and eliminating errors. This structured view helps sales teams prioritize relationships and build tailored outreach strategies for every organization.
To maintain both consistency and flexibility, the system includes a library of email templates that can be customized by tone (professional or casual), subject line, and dynamic placeholders for client-specific details. Templates are organized by project scenario, ensuring that each outreach feels relevant whether pitching turf replacement to a school superintendent or a track rebuild to a municipal planner. Over time, these templates can be refined using engagement data, continuously improving effectiveness while preserving FieldTurf’s brand voice.
Finally, the platform provides robust monitoring tools that allow FieldTurf to measure performance at both the campaign and contact levels. Administrators can filter by status or scenario, evaluate engagement rates, and identify which outreach strategies drive the best results. Analytics dashboards highlight key metrics like open rates, reply counts, and non-response percentages, enabling sales teams to refine messaging and prioritize leads. With these insights, FieldTurf can continually optimize its outreach strategy, ensuring higher ROI and stronger client relationships.
Key Features
Smart Campaign Dashboard: Centralized view of all campaigns with real-time metrics, allowing teams to monitor activity, engagement, and overall progress with clarity.
Scenario-Based Outreach: Campaigns can be structured around specific project types, ensuring tailored communication strategies that resonate with each audience.
Contact & Organization Management: All stakeholders are neatly organized, giving teams full visibility into roles, responsibilities, and engagement history.
Template Library with Personalization: Pre-built and customizable email templates with automated personalization for authentic, scalable communication.
Monitoring & Analytics: Detailed reports on campaign performance, reply tracking, and engagement insights to optimize outreach strategies.
Why It Matters
In today’s fast-paced outreach environment, FieldTurf needs smart, agile tools that manage high volumes of communication while keeping personalization intact. This platform delivers:
Consistency: Unified tone, timing, and professionalism across all campaigns.
Efficiency: Automation removes repetitive tasks, freeing teams to focus on growth.
Scalability: Supports large-scale outreach without adding extra staff.
Engagement: Personalized campaigns boost decision-maker responses.
Data-Driven: Analytics power continuous optimization.
Conclusion: Driving Smarter Outreach with AI-Powered Precision
The collaboration between FieldTurf and LATO AI demonstrates how artificial intelligence can completely reshape the way sales and marketing teams operate in highly specialized industries. What was once a fragmented and manual process—drafting individual emails, tracking scattered responses, and struggling to follow up consistently—has now become a streamlined, data-driven workflow that scales with the company’s growth.
With the FieldTurf Outreach Platform, every aspect of communication has been reimagined. Campaigns are no longer repetitive tasks that consume valuable hours; they are now automated sequences that run in the background, ensuring no opportunity is lost. Messaging is no longer inconsistent across team members; it is standardized through scenario-based templates that maintain professionalism while still allowing for personalization. And performance is no longer a mystery; advanced dashboards and analytics provide real-time visibility into what’s working, what needs adjustment, and where the next opportunities lie.
For FieldTurf, the impact goes beyond efficiency. The platform strengthens relationships with decision-makers by ensuring that every message is timely, relevant, and aligned with client needs. It creates space for sales teams to focus on strategic conversations rather than repetitive administrative tasks. And it positions the company as an industry leader not only in turf and athletic field construction but also in digital-first client engagement.
Most importantly, this platform lays the groundwork for the future. With a foundation of automation, personalization, and analytics already in place, FieldTurf is prepared to expand into new capabilities—such as voice outreach, SMS engagement, CRM integrations, and AI-powered opportunity scoring. Each of these future enhancements will continue to build on the same promise: that smarter outreach, powered by LATO AI, drives stronger relationships, higher conversion rates, and sustainable growth.
In short, the FieldTurf Outreach Platform has redefined what’s possible in sales communication—transforming outreach from a manual burden into a strategic growth engine that scales with the ambitions of the company.
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