MON-C06: Landscape Protagonists: Asserting Agency, Developing Audiences, Winning Work

American Society of Landscape Architects


Monday, November 9, 2015
2:30 p.m. - 4 p.m. CST

CM | 1.50

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A landscape architecture practice thrives or struggles relative to available opportunities. But great practices shape their future through their own agency and initiatives in business development, communications, thought leadership, and office culture. This panel introduces the professionals directing these efforts at four equally acclaimed but very different practices. Learning Objectives - Understand four leading firm’s objectives and priorities and compare to larger trends in the industry. - Examine audience development requirements, given market sectors, project types, client types and develop clear communications strategies. - Understand how to effectively frame projects for largest impact for stakeholders, clients within the discipline and mass media. - Learn strategies for promoting landscape architecture’s capacity to engage in significant issues and large systems, from sea-level-rise adaptation to agriculture to preservation.