Industry Growth Initiative

The Industry Growth Initiative was a signature initiative of the National Association of Landscape Professionals. Launched in 2015 and concluded in 2020, IGI worked 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. Working with financial support from industry contractors and suppliers, we relaunched our consumer information website with our Find A Pro directory, built and the Why I Landscape social media platforms, and developed dozens of videos and media campaigns to educate both consumers and job seekers.

The Mission Continues

Today the work continues, though not under the Industry Growth Initiative banner. Our consumer education and outreach campaigns are managed with funding from NALP and guidance from its Marketing Advisory Council, Lawn Care Communications Committee, and Government Affairs Council. Our workforce development projects are managed by NALP staff and guided by our Workforce Advisory Council. The National Association of Landscape Professionals Foundation also plays a key role in supporting education in the landscape industry and engaging in research projects that guide the industry and help consumers understand the benefits of managed lawns and landscapes.

Thank you to all the companies, individuals, and organizations who have stepped up to help grow the industry. To continue to support this important work, please consider making a donation to support the work of the Foundation. For more information about the Foundation, email For more information about NALP Councils and Committees, click here.

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