Newcomers to landscape awards competitions rightfully focus on assembling high-quality photos of projects at their peak. However, the judges are interested in much more, namely the backstory that explains the evolution of the property and client-contractor relationships.
They will consider the project’s design intent, project management, special maintenance needs and client communications. Investing considerable resources into being judged may not be appealing, but let’s face it: Potential buyers are judging your work every day. Why not gain experience from competitions to improve for even the most discerning buyer?
Mastering the process will enhance nearly every discipline within your company. This means it will raise the bar for future clients while also helping to attract talented team members who want to work with companies that strive to be their best.
This reminds me of what longtime industry leader Frank Mariani says when asked to name which Mariani Landscape projects are his favorites. Without hesitation, he says, “The next one.” That’s a great mindset to have in an industry that raises the bar year after year.
If you are up for the challenge, here are three ways landscape award competitions can return surprising value for your company beyond earning an accolade.
1. See projects with fresh eyes
In the day-to-day routine, even the most beautiful projects can somehow get lost and become ordinary. The challenge is seeing them with new eyes.
This is a vitally important step that should not be rushed. Force yourself to look closely at the individual elements and how they relate to each other. Notice craftsmanship, plant health, design details and, most importantly, how well the installation aligns with the client’s original vision.
This reexamination can uncover opportunities to refine maintenance practices, update plantings or rework certain elements for balance or emphasis. It will raise many questions that should be shared with your team for discussion.
Take notes and make drawings. When ready, share your thoughts with the client. Then, frame them as new ideas for consideration to close gaps and take the project to a new level.
2. Improve production systems for every client
The meticulous documentation required for award entries will test your administration strengths and weaknesses. You’ll discover where communication or documentation was lacking or where there is confusion about how to execute in the field to achieve intended outcomes.
If you are lucky, you’ll start to develop a shared language that transcends design, production and maintenance. Turning lessons into updated systems will increase awareness and close the gaps that are now apparent.
Production teams will grow from understanding the finer points of interpreting design intent. They will gain confidence by being empowered to implement exacting standards that give every client the personalized care they expect.
3. Integrate and enhance sales and marketing
One aspect of landscape award submissions is that much of a project’s value is not visible in the photos. It may be below ground in a construction project or an intermediate step in a maintenance program.
A vital skill is communicating the nature of the value and its purpose. If you fail to communicate this to the awards program’s judges, you may not win an award. If you fail to communicate this to a client, you may lose a sale.
Communicating value is a skill that wins awards and new clients, but only if it is practiced and perfected. The heart of this skill is storytelling that puts the audience in a situation where they have all the necessary criteria to make the decision at hand.
The surprising ROI of landscape awards competitions is how they get all your teams and company disciplines thinking, acting and working as one. It starts with awareness, refining systems and, ultimately, developing a shared, story-based language of communicating.
