Industry Growth Initiative

THE BIG PICTURE.  That's what the Industry Growth Initiative is all about. To propel our industry forward we need to promote professionalism in the industry; educate residential and commercial customers about the economic, environmental, and social value of professionally managed landscapes; and attract all types of workers to our industry including front line labor. To do this, we engage in national digital and content marketing as well as media relations campaigns and stakeholder outreach to get our message to customers and job seekers.

National public relations and marketing campaigns are managed by NALP staff with direction from the NALP Board of Directors and guidance from NALP's Workforce and Industry Growth Councils. 

Thank you to all the companies, individuals, and organizations who have stepped up to help grow the industry.  View the list of Industry Growth Initiative supporters. 

Why Support the Industry Growth Initiative

Does your company face any of these challenges?

  • labor shortages
  • competition from unprofessional operators
  • clients who don't understand what you do
  • clients who don't understand why they need to invest in their lawns and landscapes
If so, know that NALP is working to remove these roadblocks to industry growth. Learn how you can give back to the industry to help insure its future by supporting the Industry Growth Initiative. Contact us for more information

How We Are Working to Grow the Workforce

  • Digital advertising campaigns and social media targeting key demographics of our audience including focusing on labor
  • Story placements in the media
  • Apprenticeship programs
  • Partnership with educators, guidance counselors, youth groups, and other key influencers
  • View the 2019-2020 Industry Careers Strategic Plan

Signature Workforce Initiatives

Landscape Management Apprenticeship Program™

The national Landscape Management Apprenticeship Program™ prepares individuals to fill maintenance, installation, and irrigation positions. With 2,000 hours of on-the-job training divided into 17 skill areas and a minimum of 144 hours of education in the classroom or through online training, apprentices will graduate with expert skills. High school students, vets, and career changers seek apprenticeship opportunities. and its national job board is the one-stop-shop for careers in the landscape industry. National advertising drives traffic to the site and its national job board. Share videos and jobs descriptions to help in your recruiting efforts.


The WhyILandscape brand and social media channels, share videos and stories about careers in the industry. More than one million have already seen our messaging! Follow us!

Recruiting Tools

We provide contractors with collateral that helps explain the value of careers in landscape, and helps to plan Landscape Career Day events. 

How We are Promoting and Protecting the Industry

  • Story placements in national media in outlets like Angie’s List,, AP, USA Today, Southern, CNN, Fox and Friends – and many more.
  • Proactive media relations and crisis management to protect the industry’s reputation when activists speak for us or when journalists get the facts wrong.
  • Sponsored content and advertising campaigns that promote the industry and drive consumers to and our Hire a Pro directory.

Signature PR & Marketing Initiatives

Media Relations and Digital Marketing

Messaging generated by the Industry Growth Initiative was seen by media outlets more than 101 million people last year alone. We are owning the industry voice and highlighting the professionalism, education and skill set that industry companies bring to the management of our nation's green spaces. We are amplifying the messaging home owners and property managers need to hear.

The website and social media outlets are where we connect with consumers, property managers, and potential clients, sharing landscape tips, strategies and inspiration through more than 250 articles and videos, and our Hire a Pro directory. 

Story Telling

We share high-quality videos about the benefits of outdoor living and managed lawns and landscapes and that reinforce the expertise of industry professionals

What People Are Saying...

We support the Industry Growth Initiative because it helps customers better understand the value of professionally serviced landscapes and attract new talent to our industry.”

Tim Portland, CEO of Yellowstone Landscape

Bayer proudly supports the Industry Growth Initiative because it is providing a much-needed voice to educate the public about the required skills, expertise, and professionalism of lawn and landscape companies.”

Pete Farno, Bayer

Co-Cal desperately needs employees to sustain and grow our business. We invest in NALP’s Industry Growth Initiative because they are actively promoting the outstanding career opportunities that exist in the profession in ways we have needed for a long time. We are supporting IGI’s success to enable our own success.”

Jesus "Chuy" Medrano, Owner of Co-Cal

We got involved with the Industry Growth Initiative to reach out to high schools and vocational schools about career opportunities in the landscaping industry. Because the competition for employees in all industries is increasing, we appreciate that IGI has helped us clarify and communicate the benefits of choosing a career in landscaping.”

Fred Peratt, Owner, Environmental Enhancements