BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Relations and Communications Update

LAM Update

Professional Practice

Government Affairs Update

Agenda

BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Awareness and Communications Update

LAM Update

Professional Practice Networks

Government Affairs Update

Agenda

Education Programs

Annual Meeting Education

Programing

Landscape Architecture

Accreditation Board (LAAB)

Landscape Architecture Continuing

Education System, LA CES™

The Committee on Education

Education Programs Team

Kay, Susan, Kris, and Emily

The Annual Meeting Education Program

Offers Attendees:

120

90 minute sessions

15

field sessions

2

general sessions

Programming is intermediate to advanced levels.

Professional Development Hours (PDH):

Credentialing Systems

Annual Meeting education sessions are pre-approved.

Continuing Education Codes

LA CES/HSW Landscape Architecture Continuing Education System,

Health, Safety, and Welfare compliant content

LA CES/non-HSW Landscape Architecture Continuing Education System,

non-Health, Safety, and Welfare compliant content

GBCI Green Building Certification Institute (for U.S. Green

Building Council’s LEED credential maintenance

AICP American Institute of Certified Planners

AIA American Institute of Architects Continuing Education

System

FL Florida Board of Landscape Architecture

NY/HSW New York State Board for Landscape Architecture,

Health, Safety, and Welfare compliant content

NY/non-HSW New York State Board for Landscape Architecture,

non-Health, Safety, and Welfare compliant content

PDH: Approval Overview

Continuing Education

System2013 Approvals

2014

Approvals

LA CES 145

83% HSW

136

80% HSW

AIA CES (LU | HSW) 67 68

GBCI (LEED) 142 136

AICP (APA) 133 134

Florida State LA Licensing

Board

136 131

New York State LA

Licensing Board

118

92% HSW

117

84% HSW

ASLA 2015 Annual Meeting and EXPO

November 6-9, 2015

ASLA 2015 Call for Presentations

December 9, 2014 - January 29, 2015

LA CES Activity Report

*The data for 2014 runs through September 22, 2014. Data for all other years runs through December 31 of that year. .

LA CES Website

LA CES 2014 Monitoring

May

10% of providers are selected to be monitored.

A total of 18 providers will be monitored

June

Monitoring Committee Kick-Off Meeting

Monitoring materials finalized

July

Providers to be monitored are notified

providers submit monitoring materials

Committee member review period begins

August

Monitoring Committee call held to discuss the monitored

providers

Deadline for monitoring committee to return review forms

September

Feedback summaries to providers compiled and sent to

providers

Deadline for providers to return signed feedback

summaries and additional information

October

Committee review of additional materials requested

committee to return revised review forms for monitored

providers

Final comments from committee sent to all monitored

providers

Monitoring process ends

LA CES 2014 Monitoring

May

10% of providers are selected to be

monitored.

A total of 18 providers will be

monitored.

June

Monitoring Committee Kick-

Off Meeting.

Monitoring materials finalized.

July

Providers to be monitored are

notified providers submit

monitoring materials.

Committee member review period begins.

August

Monitoring Committee call held to discuss the monitored

providers.

Deadline for monitoring

committee to return review

forms.

September

Feedback summaries to

providers compiled and

sent to providers.

Deadline for providers to

return signed feedback

summaries and additional

information.

October

Committee review of additional

materials requested.

Committee to return revised

review forms for monitored providers.

Final comments sent to all monitored providers .

Monitoring process ends.

ASLA Committee on Education

• The COE is preparing a submission to the Department of Homeland Security requesting that landscape architecture be designated a STEM discipline on their list.

(STEM) Science, Technology,

Engineering, and Math

• COE conducted a survey and is developing a Best Recruitment Practices report to provide an overview and to generate ideas for action.

Recruitment

• This is a continuation of previous work by the COE on fostering practitioner and student engagement.

Crossroads between

Education and Practitioners

BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Awareness and Communications Update

LAM Update

Professional Practice Networks

Government Affairs Update

Agenda

MembershipBoard of Trustees webinar

November 2014

Shawn Kelly, FASLA ,VP Membership

Barbara Drobins Fles, Director MCSD

Membership Numbers

Membership as of 10/31/2014

Member Type 12/31/2013 10/31/2014Year End 2013 –

10/31/2014

Affiliate 592 685 15.71%

Associate 1,704 1,757 3.11%

Corporate 125 132 5.60%

Full Member 9,354 9,493 1.49%

Full-Fellow 735 723 -1.63%

Honorary 144 148 2.78%

International 183 195 6.56%

Student 2,006 1,993 -0.65%

Student Affiliate 360 305 -15.28%

Total 15,203 15,431 1.50%

Membership Data: By CategoryFull & Fellow Year-end % ↑↓ Affiliate Year-end % ↑↓

2008 11,092 2008 850

2009 10,718 -3.37% 2009 718 -15.53%

2010 10,362 -3.32% 2010 667 -7.10%

2011 10,035 -3.16% 2011 631 -5.40%

2012 9,891 -1.43% 2012 562 -10.94%

2013 10,089 2.00% 2013 592 5.34%

10/31/2014 10,216 1.26% 10/31/2014 685 15.71%

Associate Year-end % ↑↓ Student Affiliate Year-end % ↑↓

2008 1,562 2008 636

2009 1,454 -6.91% 2009 495 -22.17%

2010 1,413 -2.82% 2010 411 -16.97%

2011 1,503 6.37% 2011 379 -7.79%

2011 1,583 5.32% 2012 319 -15.83%

2013 1,704 7.64% 2013 360 12.85%

10/31/2014 1,757 3.11% 10/31/2014 305 -15.28%

Student Year-end % ↑↓ International Year-end % ↑↓

2008 2,644 2008 161

2009 2,364 -10.59% 2009 179 11.18%

2010 2,265 -4.19% 2010 181 1.12%

2011 2,401 6.00% 2011 162 -10.50%

2012 2,181 -9.16% 2012 173 6.79%

2013 2,006 -8.02% 2013 183 5.78%

10/31/2014 1,993 -0.65% 10/31/2014 195 6.56%

Yearly Membership Trends

• 1.34% ↑ in 2013 (15,203 on 12/31/13)

• 2.76% ↓ in 2012 (15,002 on 12/31/12)

• 1.08% ↓ in 2011 (15,428 on 12/31/11)

• 3.86% ↓ in 2010 (15,597 on 12/31/10)

• 5.88% ↓ in 2009 (16,223 on 12/31/09)

• 5.97% ↓ in 2008 (17,236 on 12/31/08)

Allied Comparisons

2012-2013 Year End

% Change

Pre-recession to Current

2008-2013

% Change

-2.1%

-5.9%

1.3%

-5.6%

11.7%

ABC ASID ASLA BOMA ULI

-11.9%

-30.2%

-13.0%-13.6%

-18.0%

ABC ASID ASLA BOMA ULI

New Brochure & Ad

• Theme: Connections

• LAYAR, Augmented

Reality App

• November LAM

• Chapter Capabilities

ASLA 2014 Membership Recruitment

• 10,824 Prospective and Lapsed

Members

• Mail & Follow-Up Call

• Green Infrastructure PDH Promotion

Membership Data: Retention

77.28% 79.01% 80.30% 80.92% 81.84%

64.41%

2009 2010 2011 2012 2013 2014

Retention by Year

2014 Membership & Chapter Initiatives

• Chapter Recruitment Campaigns

• 5% CFO Challenge

• Member Census

• PPN Postcard Mailing

QUESTIONS?

Thank you.

membership@asla.org

BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Awareness and Communications Update

LAM Update

Professional Practice Networks

Government Affairs Update

Agenda

Public Relations and Communications

Program and Operations Highlights

Board of Trustees Webinar

November 4, 2014

Press

• In the third quarter, 270 stories

referenced the Society and 3,599

referenced landscape architecture. We

exceeded our annual goal with one more

quarter to go. Among the outlets…• Houston Chronicle, Architect Magazine, St. Louis Post-Dispatch, Philadelphia

Inquirer, San Francisco Chronicle, San Antonio Express-News, Huffington Post,

Associated Press, Globe and Mail, Miami Herald, Engineering News-Record

(ENR), The Record (Hackensack, New Jersey), Chicago Tribune, Arizona

Republic, Washington Post, Houzz, Los Angeles Times, and The New York

Times..

Online

• Pageviews to www.asla.org are

essentially flat while visits to the site

increased 3 percent during the first nine

months of 2014 compared to the same

period in 2013. The good news: Unique

visitors jumped 17 percent to more than

800,000, and the share of new visits

versus returns was 54.7 percent.

Social Media

• In the third quarter, the ASLA Facebook

fan count increased from 38,093 to

45,693. Similarly, ASLA’s Twitter follower

count climbed from 35,000 to 36,700.

• Other platforms, with smaller numbers,

still managed to grow.

LAND e-News

• Total third-quarter distribution of LAND

averaged 27,581, a 7 percent gain over

the first three quarters of 2013. Erosion

of open rates, which has continued for

the past years, reversed this year, with a

member average of 31.2 percent

compared to just over 29 percent in the

first three quarter of 2013.

The Dirt

• In the three quarters of 2014, traffic to

The Dirt has fallen 10 percent in

comparison with the first three quarters

of 2013, but there have a been

approximately 5-10 percent fewer posts

as well. Total pageview count through the

first three quarters is 434,383.

National Television

• Despite strong efforts by staff and our

consultant, we have yet to get a story

about landscape architecture placed on

national television. We have established

contacts, though, and will continue to

push.

BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Awareness and Communications Update

LAM Update

Professional Practice Networks

Government Affairs Update

Agenda

ASLA Board of TrusteesNovember 4, 2014

• Coverage highlights:ClimateEmerging professionalsDetailsPaletteContinuing education

• PerformancePage countsEditorial/ad ratioWeb metrics

Landscape and climate change

• Top reader priority for more coverage in 2013 survey

Emerging professionals

Focus on construction details

Lighting issue: May 2014

Continuing Education content

Metrics: Page counts

• Goal: 55 percent editorial to 45 percent advertising over the year

• As of November issue, 53 percent edit and 47 percent ad• 20 percent more editorial 2014 over 2013

• 2014 Goal: increase by 5 percent to average 95 pages/issue• Current average: 107 pages/issue

Metrics: Web traffic

• Goal: Increase average blog views to average 2,000 per dayover 2013 level of 1,300.

• Average per day dropped this year to 950 despite much heavier, more regular posting.

Monthly trends

Social media activity

Twitter and Facebook presence growing steadily

Twitter: > 5,800 followersFacebook > 292,000 likes

National Magazine Award finalist!

BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Awareness and Communications Update

LAM Update

Professional Practice Networks

Government Affairs Update

Agenda

Profiles salaries, bonuses, total compensation, and benefits

2014

Updated and RevisedStandard and Short Form

Agreements Between Landscape

Architect and Client with Guidelines

NewStandard Form Agreement Between

Landscape Architect and Consultant

with Guidelines

Recognize the ASLA Standard

Contracts as Valuable Tools

ASLA Contracts are:

• Equitable but protective of the

profession

• Clear and concise

• Usable with only project-

specific changes

• Educational in any negotiation

of owner-generated contracts

or modifications

The Books by Members

Amazon store has 205

books available for sale

The store earned

$264.07 in the third

quarter; $544.59 earned

so far this year.

Five new PPN-hosted presentations.

Catalog of recordings now includes 33 presentations.

36 LATIS exams taken

2 LATIS papers being formatted for publication

ASLA’s nineteenth Professional Practice Network (PPN)

Please enter questions via the Q&A box.

Staff Contacts:

Susan Cahill, Hon. ASLA

scahill@asla.org

Deborah Steinberg, ASLA

dsteinberg@asla.org

Shawn Balon, ASLA

sbalon@asla.org

BOT Annual Meeting Webinar

Audio is via teleconference only

Roll Call/Introductions

Education Update

Membership Update

Public Awareness and Communications Update

LAM Update

Professional Practice Networks

Government Affairs Update

Agenda

State Advocacy Update

ASLA Advocacy

asla.org/advocacy

Advocacy Summit 2014

Advocacy Summit 2014

• August 8-10 in St. Louis, Missouri

• 39 attendees from 32 chapters

• Featured new guide for chapters on

hosting site tours and tour of Citygarden

for local, state, and federal

policymakers

The Site Tour Guide: A Chapter Resource

The Bad News:

Licensure Threats

ASLA Advocacy

asla.org/advocacy

Latest - Professional Regulation

• After initial flurry 2008-2012, fewer new

threats emerging

However…

• Political forces still in place to generate

new threats• Anti-regulatory philosophy

• View that licensing hurts jobs & the economy

• Lack of understanding of landscape architecture

• Elections can bring new leaders looking to reduce

government and regulation

Latest Threats

• Indiana Jobs Creation Committee

• North Carolina government

streamlining initiative

• Michigan deregulation legislation

The Good News:

50 = 2014

The Good News

• ASLA has successfully opposed all

deregulation attempts during this wave of

activity

• Texas & Vermont confirmed the importance of

landscape architecture to the PHSW, thus

avoiding sunset

• Chapters continue to work to proactively

improve their licensure laws.

ASLA Advocacy

asla.org/advocacy

BOT Annual Meeting Webinar

Questions?