pr and communications · • a full 47 of 49 chapters in attendance. • basic pr training as part...
TRANSCRIPT
PR and CommunicationsTo Date, and a Look AheadBoard Pre-Meeting Webinar
Fall 2013
2013 Public Awareness Summit
Summit Activities and Outcomes• A full 47 of 49 Chapters in attendance.• Basic PR training as part of the agenda.• Reports out on Year of Public Service activities.• Successful social media D.C. crawl as a learning
exercise.• Opportunities explored for working with the National
Park Service.• Adoption of Demonstrating Value as theme for next
12 months; form to be determined.
Year of Public Service• All 49 chapters committed to
leading and documenting one public-service project each for 2013.
• Thirty projects documented on the blog, 18 more in the works.
• Seventeen states, Puerto Rico, the District of Columbia, Haiti all have completed projects posted.
• National Park Service partnerships will account for at least 15 of the finished projects.
• Views to the blog: near 9,000.• Address:
http://yps2013.asla.org/
Campaign to Publicize• Projects are being aggregated and
analyzed to make national pitches to media based on various criteria: benefits, participants, urban/rural, etc.
• Overall message: Landscape architects work for the public good and offer solutions to environmental and public health challenges.
2014-2015 Plans• Attendees agree to move the next
Summit to January 2015 to fund an agency to assist in a national initiative in support of coordinated chapter activities.
• At least one event held simultaneously around the country.
• Attendees sent full collateral kits based on Summit attendees’ requests.
Communications Overview• 257 press mentions in Q3; on track to exceed goal of
100 stories with reach of greater than 300,000• Through third quarter, pageviews are down 7 percent,
visits down 1.6 percent, unique visitor basically flat at +0.1% after a very strong 2012
• Eroding open rates for LAND, greater overall reach• Social media strong: Twitter followers, 29,000+;
Facebook, 20,000+; LinkedIn, 16,600.• Solid growth in Instagram, Pinterest, Vine, Tumblr
New Web Destinations• The Landscape Architects Guide to Boston
launched in September 2013 to tie into Annual Meeting
• Some 7,500 pageviews to date• Template to be tested in Denver for 2014• The Health Benefits of Nature resource
center also launched in September; 7,250 pageviews to date
2013 Diversity Summit
The Outlook• The U.S. population will be much more racially and
ethnically diverse by 2060, according to projections by the U.S. Census Bureau. The projections of the nation’s population by race and Hispanic origin, which cover the 2012-2060 period, are the first set of population projections based on the 2010 Census.
White America• Looking at major population segments, non-Hispanic
whites are projected to peak in 2024, at 199.6 million, up from 197.8 million in 2012. Unlike other groups, population is projected to slowly decrease, falling by nearly 20.6 million from 2024 to 2060.
Latino America• The Hispanic population will more than double
during this period, from 53.3 million in 2012 to 128.8 million in 2060. Consequently, by the end of the period, nearly one in three U.S. residents will be Hispanic, up from about one in six today.
African-American America• The African-American population is expected to
increase from 41.2 million to 61.8 million over the same period. Its share of the total population will rise from 13.1 percent in 2012 to 14.7 percent in 2060.
Asian-American America• The Asian population is projected to more than
double, from 15.9 million in 2012 to 34.4 million in 2060, with its share of total population climbing from 5.1 percent to 8.2 percent in the same period.
A More Diverse America• The U.S. is projected to become a majority-minority
nation for the first time in 2043. Minorities, now 37 percent of the U.S. population, are projected to make up 57 percent of the population in 2060. The total minority population will more than double, from 116.2 million to 241.3 million over the period.
Where Are We?The landscape architecture profession considerably underperforms against these numbers. Consider the make up of the 2012 respondents to ASLA’s Survey of Graduating Students: What is your race? Caucasian 82%
Asian or Pacific Islander 8%
Hispanic/Latino 4%
African-American 2%
American Indian 1%
Other 4%
Graduate HistoryCaucasian Asian/Pacific
IslanderHispanic African-
AmericanAmerican
IndianOther
2012 82% 8% 4% 2% 1% 4%2011 86% 7% 6% 2% 1% 2%2010 85% 7% 4% 1% 0% 2%2009 87% 7% 3% 1% 1% 2%2008 81% 8% 5% 2% 1% 2%2007 86% 6% 5% 1% 1% 3%2006 86% 6% 3% 2% 1% 3%2005 83% 7% 2% 3% <1% 4%2004 86% 6% 4% 3% <1% 2%2003 87% 4% 2% 1% <1% 3%2002 88% 6% 2% 1% 1% 1%2001 89% 4% 3% <1% 1% 1%2000 83% 9% 2% 2% 1% 2%1999 79% 5% 1% 0% 0% 2%
2013 Diversity Summit• Six African American and Six Latino
participants examined their paths, aids, and obstacles in context of awareness of the profession, education, employment, and advancement.
• Their identified top priorities for action: Awareness, Mentoring, and Early Exposure to the Profession.
Outcomes• Report capturing the process, thoughts, and
ideas that narrowed to identification of the top three priorities
• Suggested strategies to address each• Video interviews with each of the attendees to
be compiled into a channel that answers, “Why be a landscape architect?”
Next Steps• Report sent to all program chairs and Chapter
presidents.• ASLA action plan to be fulfilled in the next 12 months,
addressing suggested strategies. First up: Revised Career Discovery pages with an accent on diversity.
• Periodic conference calls with attendees.• A second summit in summer 2014 to review actions
taken and define next steps.
Harris 2013: AwarenessA large majority of Americans (82 percent) claim to have heard the term “Landscape Architect,” and roughly six in ten (59 percent) are either somewhat or very familiar with the term. Among this 59 percent…► Small declines in highest rated areas► Strong advances in lowest rated areas.
All Very Familiar Somewhat Familiar
Home landscapes 68% 81% 77%
Parks, recreationalfacilities
59% 72% 65%
Streets 47% 65% 51%
Greening compromised sites (new)
43% 62% 49%
Active living (new) 40% 59% 42%
Stormwatermanagement
35% 53% 37%
Prevent or mitigate natural disasters
31% 47% 31%
Managing parks, forests, public lands
30% 39% 33%
Plan a town, city 29% 37% 30%
Siting buildings 27% 40% 28%
Security design 19% 29% 18%
Bold % indicates growth
Harris 2013: Understanding► Among those very familiar with the term, comprehension of what the profession entails appears to be on the rise.►The next survey will go out in 2015 for comparison.
