HERNDON, Va. — The National Association of Landscape Professionals announced the launch of its Industry Growth Initiative, a new consumer outreach program created to increase the visibility and perceived value of the professional landscape industry. Aggressive public relations efforts, partnered with an active social media presence, advertising campaigns and other marketing initiatives will showcase the importance of managed green spaces to homeowners and commercial customers.
Specifically, the Industry Growth Initiative is designed to generate market demand for professional landscape and lawn care services; enhance the perception of the industry, its professionals, and their work; defend against activist messaging and sensationalism; and expand the qualified talent pool of employees to allow businesses to grow by showcasing desirable career opportunities. In order to carry out this vital work, NALP seeks to raise $1 million per year from industry companies committed to these objectives.
“Our board of directors is proud to take a leadership role in harnessing the power of the industry to ensure we, as landscape professionals, have a strong, clear, and credible voice,” said Scott Jamieson, Landscape Industry Certified, NALP president. “It’s our duty and our responsibility to educate the public about our work and the value we offer. We are stewards of the environment and we don’t want others, particularly activists, speaking for us. Through this initiative, we will manage the message and change the perceptions and actions of the public.”
The program is spearheaded by Missy Henriksen, the association’s vice president of public affairs, who was brought onboard earlier this year, after spending nearly seven years leading successful consumer education initiatives at the National Pest Management Association.
“Missy’s experience and track record of success are allowing us to hit the ground running in the creation of the industry’s growth agenda,” said Sabeena Hickman, CAE, CEO at NALP. “The Industry Growth Initiative will increase the overall visibility for the good work our members do in communities around the country, allowing their businesses to grow and flourish.”
Those who elect to financially support the initiative will also be given exclusive marketing benefits that will further assist them in promoting and growing their businesses.