“Stewards of the land” is one of the favorite descriptions of our profession as Landscape Architects. The concept of stewardship connotes an enormous responsibility to the global environment, one that at times can be a subconscious burden to the “average” Landscape Architect. While it is true that through even our smallest projects we influence changes to the environment, there is still the loftier “stewardship” that calls for our attention.

What does this have to do with marketing?

We are different in many ways from our allied design professionals. The major business difference lies in the number of projects produced in relation to fees received. Architects and engineers can get away with less project management and efficiency because their project budgets and fees are generally quite a bit larger than those of Landscape Architects.

However, any landscape architecture firm, in order to be successful, must practice a fifty-fifty balance of quality design work and efficient business management, and keep abreast of the latest technologies in each. If your goal is to be the best firm in the state, then the next question that must be asked is, “Where and how do we get the best projects and clients?” This is where marketing comes into play and begins to relate to “stewardship.”

All marketing goals can be planned very easily by answering the following questions:

What do we do best and enjoy most?

Site master planning and graphic renderings.

What kinds of projects do we enjoy the most?

(Be specific.) Recreational parks, hospitals and hotel/resorts.

Where do we want to work?

Within the northeastern section of the state.

What clients do we enjoy working with?

Engineers and administrators.

What, if any, trends do we see evolving?

Elderly housing, shopping centers and waterfront parks.

Answering these same questions in a “negative” form (what are our weakest areas?) will be just as helpful in laying out your marketing plan. It is very important that the entire firm be involved in the process of assessing these goals. It is an ideal way to promote team work and a more productive environment. In order to foster our more noble goal of stewardship, we must be able to sell our services. But formulating marketing objectives is just one of the many components of a larger marketing plan.

Underlying all aspects are three basic principles that are considered imperative in our office and are included in the employee handbook.

Perception is Reality

Your appearance (office, clothes, projects, etc.) reflects the quality of the business you represent. If you merely “get by,” then your fees will do the same. The majority of Landscape Architects surveyed, that have moved into an upgraded facility, have experienced a marked increase in the quality of clients and, thus, projects. The overall market that we serve in this profession is upscale and we should reflect that image. Remember, everyone wants to deal with a winner.

Maintain Your Market

Client maintenance is the easiest marketing effort you can make, but it must be on a continual basis. Take care of and develop what you already have. It’s common sense, and besides, it’s much easier than making cold calls.

List your top 10 clients TODAY and allocate approximately $25.00 for each. The holiday season is upon us and now is the perfect time to show them your appreciation. A basket of fruit makes a great, healthy gift and is always enjoyed. Include a personal note that refers to the specific work you have done for the client. You may also want to send a card of thanks to the vice president or project representative that “helped” get your last invoice processed. Besides, business gifts of $25.00 or less are tax deductible. This kind of personal touch can be the beginning of your client maintenance program and is definitely worth the investment.

Community Involvement

We have witnessed time and time again that community and political involvement (if from the heart) definitely pays off. This is the only way that we can collectively begin to effect our true stewardship role. Presently, the ASLA is doing an excellent job representing the profession on the national level, but it will be some time before we can tell how effective these political efforts have been toward creating jobs for Landscape Architects.

In the meantime, individual efforts made in your own community towards bettering the physical environment (save the park) and the political process (zoning ordinances) can not only create work, but it will be work that makes an impact.

Volunteer to help with campaign canvassing, attend and be involved in the mayor’s long-range planning committee, participate on the county education board, be a campaign manager for a gubernatorial candidate. All of these things take a lot of time, and none may directly put projects in the office, but the exposure you will get and the chance to “rub shoulders” with the decision makers will prove priceless in many ways.

The next time a large capital improvement is planned, a true “steward of the land” will be present?EUR??,,????'??? and well dressed at that.