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2010 Session Presentations, Handouts and Audio Files

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Saturday, September 11

8:00a – 9:00a
Keynote Presentation: Social Responsibility with Substance and Style
Kierstin De West is the CEO, co-founder and key strategic and research mind at Conscientious Innovation (www.ci-shift.com), a Vancouver, B.C., consultancy. While developing brand and creative strategies with a keen interest in culture, consumers and their marketplace, Ms. De West saw all indicators were pointing to a cultural shift with consumers making lifestyle and purchasing decisions based on a set of predefined values: integrity and social responsibility.
       Ms. De West developed the SHIFT Report which is the most cohesive set of research on people’s attitudes/perceptions/behaviors around sustainability and social responsibility and their impact on lifestyle choices, brand relationships and purchase decisions.
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9:15a -10:00a
Self-Promotion Panel: Be Your Own Garden Publishing Brand: How to Take Your Passion to the Bank
Hear from two panelists with lots of experience in different writing/publishing genres. Patricia Lanza, author of Lasagna Gardening and other titles, will discuss how professional networks gave her the confidence to move from being a speaker with a self-published book to a widely published author. Kathy Jentz, creator, publisher and editor of Washington Gardener magazine, will address finding your niche and building a reputation as that topic’s expert. You’ll leave this session feeling empowered to be your own boss as a writer, speaker and expert. Panelists: Kathy Jentz, Washington Gardener Magazine and Patricia Lanza, The Potager/Lasagna Gardening.
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Panel: Horticultural Therapy
Listen to uplifting words on what therapy gardens can provide. From future trends in healing and therapeutic gardens to how a garden can help coping with loss, learn how growing our way to health and creating gardens that heal makes sense now and in the future. As sure as sustainable garden practices are rooted in the garden community, sustainable health care is right around the corner. This presentation demonstrates the trend toward incorporating gardens in therapeutic settings for enhanced healing experiences for patients, residents and staff. Panelists: EagleSong, RavenCroft Garden and Theresa M. Forte, Forte Garden Design.
PDF Download a PDF of the session visual aid (Eaglesong)
PDF Download a PDF of the session visual aid (Forte)
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New Models for Self-Publishing
Whether you’re an established garden communicator with several titles under your belt or an aspiring book author and photographer, it will come as no surprise to learn that conventional book publishing is undergoing massive changes as a response to the economy and the way in which readers obtain and absorb new content. Sarah Gilbert, an e-publishing expert with Lulu.com, will discuss the exponential growth of “open publishing,” including the opportunities for authors to sell more content to more readers while retaining copyright and control. Presenter: Sarah Gilbert, Lulu.com
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10:15a-11:00a
Slow and Fast - Two Perspectives on Branding a Book Concept
Slow Gardening™ is hot. So is fast-tracking and using social media. We’ll hear from two authors who branded their creativity into vastly different garden communication platforms. Felder Rushing turned his signature slow gardening into a trademarked brand, with a message of an all-year, all-season, all-senses approach to growing plants and caring for the garden. Hear from Jean Ann Van Krevelen, who collaborated to create Grocery Gardening, which they call the “first social media savvy gardening book.” The team wrote an entire book in 60 days using social media tools and techniques. Panelists: Felder Rushing, syndicated columnist/radio host/author/freelance; and Jean Ann Van Krevelen, Cool Springs Press.
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The Gardener’s Guide to Global Warming: Important Ways to Become Part of the Solution
Join Patty Glick, senior global warming specialist for the National Wildlife Federation, as she highlights the impacts of global warming and climate change across the country, what it means for gardeners and, most importantly, what people can do in their own gardens and communities to be part of the solution. Moderator: Kirk Brown, Joanne Kostecky Garden Design, Inc. Presenter: Patty Glick, National Wildlife Federation.
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The Power of Email Marketing
Learn how you can use this affordable, simple technology to craft and design your own effective e-marketing strategy. Julie Niehoff is a trainer for the Dallas office of Constant Contact, one of the country’s top e-newsletter companies specializing in helping small businesses and individuals get their word out. Julie will outline the steps for building an e-newsletter strategy that markets and promotes your message, events, activities and projects to your audience. Her talk will demonstrate how e-marketing works and highlight some of the simple ways you can maximize this vehicle for yourself. Presenter: Julie Niehoff, regional development director, Constant Contact.
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Sunday, September 12

12:45p-1:30p
The Story Arc: Fiction Techniques Add Momentum to Garden Writing
List articles, round ups, Q&A, slide presentations - many garden writing assignments use an inherently flat structure. By borrowing story-telling techniques employed in fiction, any work can be lifted from flat line to memorable. The story arc rises in four phases: inciting incident, rising action, climax and wrap up. Applying the arc to your material gives new power to your writing and evokes a strong audience connection. Find out how easily you can organize your garden information and let your story fly. Presenter: Mary-Kate Mackey, freelance writer; adjunct faculty University of Oregon School of Journalism.
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Flickr.com: More Than Pretty Pictures
These days, everyone is trying to do more with less. For small companies and freelancers, this is especially important. In this session, Kim Taylor will explain how you can tap into the power of Flickr.com, self-described as “the best online photo management and sharing application in the world.” She’ll cover step-by-step tricks for using Flickr as an affordable image management system, and discuss its use as a social networking tool. Presenter: Kim Taylor, University of Florida Communications Specialist.
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Horticultural CSI – Uncovering the Dirt on Why Landscape Plants Die
Landscape decline and demise is increasingly common, even in the mildest of climates. Unfortunately, the first sign of a problem is often the appearance of opportunistic pests and disease, which results in unnecessary use of pesticides. This seminar will present a diagnostic approach to discovering the suspected causes behind landscape crimes. Presenter: Dr. Linda Chalker-Scott, WSU Extension Urban Horticulturist.
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1:45p-2:45p
You, Too, Can Be a TV Star: Videos, YouTube and Webisodes
There’s a huge demand for short-form online content that goes way beyond blogging. Online video opens opportunities for creative people who can go in front of the camera and share their knowledge, enthusiasm and expertise with the world via the Internet. You don’t need a big crew or a big budget to package yourself - and your message - for online viewers. Join television and web personality Shirley Bovshow as she demystifies Web TV and introduces you to examples of online personalities who use garden videos to generate revenue, create a brand and support/promote their other platforms. Presenter: Shirley Bovshow, Garden World Report.
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The Language of Trees: from Ancient History to Present-Day
Three tree experts will join a panel that’s all about trees. Dr. Robert Polomski will share some of the latest findings in arboriculture, including tree selection, tree growth and care. Moderator Eva Monheim, a certified arborist, will discuss the current standards of planting and pruning and the best sources for finding information about tree care in your region. And finally, Grant Jones will present the granddaddy of them all: the “Big Tree” in Texas’s Goose Island State Park - thought to be more than 1,000 years old and once the champion live oak of Texas. Moderator: Eva Monheim, Oak Leaf Productions/Temple University. Panelists: Grant Jones, The Davey Tree Expert Company and Robert Polomski, Clemson University.
PDF Download a PDF of the session handout (Monheim)
PDF Download a PDF of the session handout (Monheim/Polomski)
PDF Download a PDF of the session visual aid (Jones)
PDF Download a PDF of the session visual aid (Monheim)
PDF Download a PDF of the session visual aid (Polomski)
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Garden Writer’s Rosetta Stone: Translating Design Into Words
Many garden communicators write authoritatively about plants and gardening, but they may not be conversant in the core principles of garden design. This session will explain the logical and artistic decisions that result in beautiful, functional, and sustainable gardens. A slide show with commentary, featuring a range of garden styles, and illustrating each of the main design principles: contrast, harmony, form, density, balance, scale, rhythm, repetition, color, etc. The audience is invited to flaunt their newfound mastery of design analysis and description with audience participation. Presenter: Billy Goodnick, freelance writer; landscape architect; educator.
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3:15p-4:15p
Panel: From Mega Trends to Garden Trends
Learn what trends are emerging that are expected to drive consumer demand in the outdoor living market. Susan McCoy will team up with Clint Albin to look at emerging garden industry events, topics, services and products for 2011 and beyond. As you discover areas of interest beyond traditional gardening, you will be better able to translate that knowledge as a communicator. Panelists: Clint Albin, IGC Show and Susan McCoy, The Garden Media Group.
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Make More Money: Writers as Revenue Generators
A lively panel featuring three points of view will help you rethink how you earn an income as a garden communicator. From Patty Craft, we will hear the editor’s perspective. Knowing what challenges editors face on the business side gives writers the chance to develop skills that make them more valuable. Katie Elzer-Peters will discuss different options and opportunities on the horizon for writers including storefront, wholesale and online businesses. Jayme Jenkins will discuss writing opportunities open to people without a traditional journalism background, as well as her advice on “selling” yourself in the new media arena. Moderator: Katie Elzer-Peters, The Garden of Words, LLC. Panelists: Patty Craft, editor, Horticulture Magazine and Jayme Jenkins, aHa! Modern Living (www.ahamodernliving.com).
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Using the Power in PowerPoint
This session will focus on specific program functions of MicroSoft PowerPoint® that can be used to power up any simple presentation. This is not an introductory course on the use of computers for presentations, but a challenge to participants to acquire advanced software and presentational skills. This session will ask audience members to sign a petition to outlaw perpetrators of Boring PowerPoint Presentations, otherwise known as the B3P Initiative. Presenter: Kirk Brown, Joanne Kostecky Garden Design, Inc.
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Monday, September 13

1:45p-2:45p
Planting, Growing and Evaluating Your Social Media Network
John Riutta will touch on maintaining a social media presence via a blog, Facebook, Twitter and other “Web 2.0” platforms. Marta Maria Garcia of Costa Farms will discuss social media as a personal brand-promotion tool. She will share secrets of the how and why of etiquette and successful social media efforts. Moderator Dawn Hummel will address measuring and tracking strategies of a social media campaign. Moderator: Dawn Hummel, BeeDazzled Gardens. Panelists: Marta Maria Garcia, Costa Farms and John Riutta, www.wellreadnaturalist.com and www.jriutta.com.
PDF Download a PDF of the session Handout (Dawn Hummel)
PDF Download a PDF of the session visual aid (John Riutta)
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A New Era: Connecting With Today’s Garden Consumer
Technology and social networking are dramatically impacting how we receive, process and respond to information. Bill Calkins will summarize key findings from his company’s recent major study of purchase patterns and consumer attitudes related to gardening. Jim Freman will discuss ways to bring together gardeners from two ends of the demographic spectrum. Moderator Cliff Sharples will address the changing information landscape from the consumer’s perspective. Moderator: Cliff Sharples, www.DigtheDirt.com. Panelists: Bill Calkins, Ball Horticultural Company and Jim Freman, Dean Street Orchids.
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Passionate Relevance Makes the Difference
Garden consumers get excited when they make a connection with dynamic sources of new plants and the stories of growers who share their passion and love of plants. One of the best ways this plant-gardener matchmaking occurs is through writers, broadcasters, editors and columnists. Plantswoman Alice Doyle maintains that no matter how many varieties of plants there are, she can always learn and discover something new about them. Alice will share decades of examples that illustrate how she has teamed up with garden communicators to spread the stories that inspire customers to garden, try new plants and experiment with new cultivars of old favorites. Presenter: Alice Doyle, Log House Plants.
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3:00p-4:00p
Radio Panel: Planting on the Airwaves
Whether you’re interested in being a radio host or guest, here’s a chance to hear from two radio personalities about the ins and outs of this powerful medium. Kathy Cropp will discuss starting, producing and maintaining a garden radio program. Bob Tanem will discuss on-air interviews from two perspectives: as host and as guest, how to prepare and what to do when you’re “live” and on air. Panelists: Kathy Cropp, producer/co-host of “Here’s the Dirt,” a program of Danville (Virginia) Master Gardeners (WTBM 1330AM) and Bob Tanem, host of San Francisco’s popular Sunday morning show, “Bob Tanem in the Garden” (KSFO 560 AM).
PDF Download a PDF of the session visual aid (Kathy Cropp)
PDF Download a PDF of the session visual aid (Bob Tanem)
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How to Make Your Pictures Tell Stories Others Will Crave
Making boring pictures is easy. Making pictures that help set the table for a story, and that consistently elicit ooohs and ahhhs, now that is magical. Through carefully chosen examples, we will examine ways to quickly assess a new location and then identify those visual “poems” that really want to be gleaned from it. We will discuss emotion and gesture, and metaphor as essential elements of compelling pictures, and show examples of how visual “adjectives and adverbs” may be enhanced within an image. We’ll see the same scene shot “boring” and then “poetically”, with the very same camera. Presenter: David Perry, David Perry Photographer.
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Panel: New Approaches to Growing Edibles
Creating beautiful gardens that produce an abundance of edible crops is all the rage. Our panelists will present some of the freshest ideas we’ve seen at the forefront of the edible craze. Kenneth Brown discusses novel ways to grow vegetables vertically; Sydney Park Brown will cover the numerous ways people can grow vegetables without having to dig up their backyards; and Nan Chase explores designing with ornamental edibles. Moderator Cathy Wilkinson Barash introduces some of the best blooms for gardeners and cooks alike. Moderator and Panelist: Cathy Wilkinson Barash, freelance. Panelists: Kenneth Brown, www.gardening-enjoyed.com; Sydney Park Brown, University of Florida Extension and Nan Chase, freelance writer.
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4:30 p-5:15p
Punch Up Your Photos With Lightroom
Do your digital photos look dull and lifeless straight out of the camera, regardless of how good your camera technique is? Did you know you could make them pop, print better on a four-color press or desktop inkjet, and stand out among the sea of images in the garden blogosphere with just a handful of tweaks in Adobe Lightroom? Come along for a quick demonstration of basic tools to quickly and efficiently enhance your photos before you let them out the door. Presenter: Mark Turner, Turner Photographics.
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Intermediate Word Press Skills for Online Publishing
This presentation will help members currently using WordPress on their own hosting get the most from little-known or under-utilized features of WordPress. Topics covered include improved security, better use of image handling features, tips on tweaking the theme, and rudimentary search engine optimization. Attendees will be presumed to already know how to write and publish a post and install plug-ins. Presenter: Kathy Purdy, www.ColdClimateGardening.com.
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Those Little Old Ladies in Tennis Shoes: Texas’ Horticultural Heroines
Throughout the early part of the 20th century, a network of explorers and researchers made unique impacts on America’s horticultural legacy. Their historical value remains active due to their quests to inform the public based on firsthand research. This is a look at the lives and works of key women and their accomplishments. The stories of Ellen Dorothy Schulz Quillin, Caroline Dormon, Eula Whitehouse, Nancy Ranson Richey and more will be explored throughout this session of Texas heroines. Presenter: Elizabeth Cernota Clark, Texas State University, School of Journalism and Mass Communication.
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