Questions and Answers About the Industry Growth Initiative


What is the purpose of the Industry Growth Initiative?

IGI was launched in 2016 to grow the industry and its workforce. Organizational leaders recognized the industry needs an image make-over. They identified a massive public relations undertaking is essential to help people understand that life – and life’s work – are best enjoyed outside. Advertising Campaign

Who is responsible for the IGI?

IGI is a joint partnership between the National Association of Landscape Professionals and the NALP Foundation. The leadership of both entities are committed to the purpose and objectives of IGI and recognize the industry’s growth agenda is paramount to the long term success of the market. Advertising Campaign

What has the IGI done for the industry?

Since IGI debuted in 2016, IGI has:

  • Created a website to educate home and business owners about the industry
  • Launched a job board to connect employers with the talent they seek
  • Produced dozens of videos to educate people about the industry – and the jobs within it
  • Earned almost 2,000 media placements in national and local outlets (both commercial and residential) – creating a positive voice for the industry and its professionals
  • Initiated a national advertising campaign to encourage homeowners to hire professionals – already earning tens of thousands of connections to NALP’s Find-a-Pro locator
  • Launched digital advertising campaigns to a) encourage students to discover industry careers and b) attract those working in other industries to consider a career as a landscape professional
  • Developed an array of marketing collateral to promote the industry – fliers, coloring books, marketing materials, presentations, etc.
  • Created robust social media program to engage with consumers across the country, showcasing industry professionalism and the value of managed lawns and landscapes
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These efforts are raising the visibility of the industry, showcasing its professionalism, and demonstrating the value of healthy lawns and landscapes.

Who supports the IGI?

IGI is supported by industry professionals who believe the industry needs to have a strong voice and presence to the business-buying public and those we want to entice to join our industry.  IGI has received generous funding from lawn and landscape professionals, equipment and product suppliers, and the academic community – all united in a shared messaging platform.

What is IGI’s Budget?

The NALP Foundation will work to raise $10 million over the next five years to help grow the industry and its workforce.  These funds will be invested in extensive public relations efforts but also in direct support to schools that offer industry curriculum.

How can my company give to the IGI’s efforts to grow the industry and its workforce?

You can donate here.  Donations can also be made through trusts and estates, and by private foundations. National Association of Landscape Professionals Foundation is a 501(c)(3) tax exempt charity, donations are tax deductible as allowed by law. Federal Tax ID: 39-1871776. Any questions on pledges or donations should be directed to Missy Henriksen, NALP’s Vice President of Public Affairs.