The American Society of Landscape Architects (ASLA) partnered with the Lady Bird Johnson Wildflower Center and US Botanic Garden to create the US' first national rating system for sustainable landscapes, the Sustainable Sites Initiative. After the initial report launch, the groups saw a challenge in getting buzz and participation in its second report. The team embarked on a push to generate interest from the landscape community, consumers, and media.

Strategy
The team decided to take a two-pronged approach to reach a ...