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2011 Session Presentations, Handouts and Audio Files

Hotel

Saturday, August 27

8:00 a.m. - 9:00 a.m. Keynote Presentation
Education of a Sustainable Garden Writer
During his extensive career covering some of the world's most beautiful landscapes as an editor at both House & Garden magazine and Domino magazine, and later as a contributor to the New York Times and The Wall Street Journal, Stephen Orr has been on a personal journey to discover what "sustainable gardening" means to him and his readers.
       His own understanding of sustainable design has evolved since a period when almost no magazine editors believed that gardens should be a part of an interconnected whole with the surrounding environment - with an eye toward water usage, local ecology and preservation of resources.
       In his keynote presentation to Garden Writers, Orr will discuss his own experience with gardening sustainability, the challenge to gardening communicators and journalists who cover the subject and share his forecast of how gardens of the future will change and respond to environmental concerns of their owners.  Orr's lecture will feature images and ideas explored in his new book, Tomorrow's Garden: Design and Inspiration for a New Age of Sustainable Gardening (Rodale, 2011). A book signing will follow his keynote presentation. Presenter: Stephen Orr, Editorial Director of gardens for Martha Stewart Omnimedia.
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9:30 a.m. - 10:45 a.m.
Business of Speaking
 Join this panel for topics that include contracts, speaking fees, attracting new clients, alternative venues and using speaking to generate other income streams. The group will discuss promotion, problem-solving and possible advantages of non-paying appearances. Panelists: C.L. Fornari, GardenLady.com, Kirk Brown, Joanne Kostecky Garden Design, Inc.; and Colleen Plimpton, Morning Glory Gardens.
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Writers and Garden Centers as Collaborators
This session will introduce garden communicators to new ways they can generate income by teaming up with independent garden centers in their own backyard. The panel discussion will use a case study of an integrated marketing campaign that was conducted by Altum's Garden Center in Zionsville, Indiana, earlier this year. See specific examples from the social media campaign (including Facebook, e-newsletters, online coupons and more) and hear from three experts about how this initiative paid off. Learn how to use your own social media skills to share expertise with garden centers who may need to outsource their important marketing efforts to you -- all to attract, inform and inspire new customers.
       Panelist Kyle Lacy (www.kylelacy.com) is the author of Twitter Marketing for Dummies and Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself. He will be signing books immediately after this presentation. Panelists: Clint Albin, IGC Show; Kyle Lacey, Mindframe; and Dana Altum, Altums Garden Center. 
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Let’s Talk Plants
Join Melinda and Nicholas as they interview a series of guests about new plant introductions for 2011-2012. This lively presentation in a talk-show format will be quick-paced in order to showcase as many new plants as possible in the time allowed. Learn about the hottest new plants you'll be able to write about this season and next. The guests will discuss regional appropriateness, best attributes, and commercial viability of each plant. You'll love this marathon of exciting new plants. Panelists: Melinda Myers, Freelance and Nicholas Staddon, Monrovia.
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11:00 a.m. -12:00 p.m.
Connecting the Dots

A blueprint to take your work from column, essay or article to books to market. Connecting the dots in today's world is a matter of electronic media savvy, old school networking and hard work. Get a reputation for delivering a fun and informative lectures and content. Presenter: Patricia Lanza, The Potager/Lasagna Gardening. 
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Tools and Techniques for Effective Online Videos
Kevin Gragg will pull from the bag of tricks that he has collected over the last 22 years of producing videos to provide tips on how garden communicators can produce beautiful, effective videos quickly and with budget appropriate equipment. Presenter: Kevin Gragg, Oklahoma Gardening Television. 
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Hidden Landscape Treasures of Indiana
Indiana’s historic landscapes embody the unseen beauty around us.  They include our parks, boulevards and cemeteries, as well as the estate gardens of Hoosier industrialists.  Many of these culturally significant landscapes are on the National Register of Historic Places, or are even National Historic Landmarks, because of their design, views, plants or other important attributes. Presenter: Mark Zelonis, Indianapolis Museum of Art, will lead a virtual tour of the state’s horticultural riches.
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Sunday, August 28

1:00 p.m. - 2:00 p.m.
Meet the Editor

The traditional print glossy is undergoing major changes in how it delivers "content" to readers. Stephen Orr is at the forefront of these industry changes. With the continuing goal of delivering useful, inspiring and informative gardening editorial to Martha Stewart Living magazine's audiences, Orr and his colleagues rely on multiple media platforms and new technology. Learn how MSL's innovations are enhancing the magazine-subscriber relationship and hear from Orr about how you can change your communications strategy to reach your own audience. He will also showcase the various ways gardening articles are tailored for web, digital and mobile technologies. The presentation will conclude with a Q&A. Presenter: Stephen Orr, Editorial Director of gardens for Martha Stewart Omnimedia.
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Bridging the Gap: How to Bring Traditional and New Media Together to Make Money
There are two basic ways to enter the world of garden writing: traditional print or digital media. This training shows how to use both traditional and new media channels to grow your business. You’ll learn a five-step process for navigating the new world of writing and publishing. Be sure to bring your laptop or pen and paper. Panelists: Jean Ann Van Krevelen, White Willow Media and Jodi Torpey, WesternGardeners.com.
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The Benefits of Beneficials
Jessica presents groundbreaking research regarding the intricate connection between plants and insects.  She introduces over a dozen species of beneficial insects found in backyards.  Learn to understand the garden’s cycle of predator and prey and how to use it to your advantage. Participants leave knowing how to attract beneficials to the garden through the plantings and insectary borders. Presenter: Jessica Walliser, The Organic Gardeners.
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2:30 p.m. - 3:30 p.m.
Harvesting a Fresh Crop of Print Assignments

This session provides an overview of current print market conditions; calendar considerations when pitching; approaching new editors with pitches; and ways to mine new print markets by readership category.  The session also covers a methodical geographical approach to new markets and a look at maximizing book-related magazine and newspaper coverage. Presenter: Nan Chase, Freelance Writer.
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Tech Report for Garden Communicators:
Meet Tools and Technology that Will Work for You
Learn how one writer uses technology tools to organize projects and her home office business.  Database tools like Bento and FileMaker, with predetermined templates, make it simple to track the plants in one's garden, or any other inventory need, such as resources for future articles.  Project management tools like MindManager help track complicated projects, like writing a new book, from start to finish.  The dynamic nature of these kinds of tools make it simple to rearrange priorities quickly, much more creative than a "to-do" list or a static outline. Calendars and "To Do" lists now work on both your at home computer and your smart phone or a tablet such as the iPad, helping you to keep track of your life no matter where you find yourself.  And learn the reasons why Apple's iPhoto is the simplest way for you non-professional photographers to organize the thousands of photos you collect. Presenter: Carol Moholt, The Bay Area Gardener.
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Chic Plants for Hip Gardeners
Gardeners need chic, sustainable, thriving plants for modern lifestyles. Plants are the very essence of fashionable gardening. Gardeners need to know the basics of gardening as well as the opportunity to craft landscapes that are uniquely their own. Let’s help our readers demystify the intimidation of new things and talk about plants on their merits.  Plantsman Kelly Norris will take the audience on a journey through a world of hot, functional and head-turning plants for modern gardens—unusual, new, plus a few tried and true. Presenter: Kelly Norris, Rainbow Iris Farm/Gardens by Kelly Productions.
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4:00 p.m. - 5:00 p.m.
Follow the Lead

Powerful lead sentences are clear markers along the reading journey. These signposts occur at the crossroads where readers want to know which way is this story heading? This lecture will offer invaluable tips to strengthen your writing guideposts, including leads, opening paragrphas and transitions. Presenter: Mary-Kate Mackey, writer/adjunct professor.
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Past, Present, Future: EBook Publishing
This session is an Ebook publishing overview of what tools are currently available to writers and a discussion of the pros/cons of each format and distribution system. Also, Kathy will delve further into the marketing and PR aspects of E-publishing. Presenter: Kathy Jentz, Washington Gardener Magazine.
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Sustainable Practices Panel
Join this panel for a look at the many facets of sustainable landscapes and gardening. Learn about the way Americans are interacting with their lawns to make highly visible changes through the use of several sustainable practices such as rain gardens to ameliorate storm-water runoff and contamination of water by pesticides and fertilizers.
As professional designers, we set trends and influence what is accepted by the gardening & non-gardening public.  In our work we can demonstrate that well-designed “sustainable landscapes” - whether “natural”, contemporary, or more traditional - are not only beautiful but also solve problems and provide additional benefits.   
With the incorporation of holistic principles and sustainable design, a landscape can increase in beauty and value over time while requiring fewer resources and can become a living, vital part of the natural ecosystem. Panelists: Marietta Loehrlein, Western Illinois University Professor and Sabrena Schweyer, Salsbury-Schweyer, Inc.
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(Schweyer)
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Monday, August 29

1:30 p.m. - 2:30 p.m
New Rules of Collaboration
It’s no secret that the way books are authored and published is changing.  When first-time authors Susan Morrison and Rebecca Sweet teamed up, they realized the only way to meet their deadline was to create a definition of collaboration that worked for them.  That meant figuring out how to divide up the work, tapping into their personal and social networks for content contributors and starting their promotional strategy before they’d even written the first chapter. Panelists: Rebecca Sweet, Harmony in the Garden and Susan Morrison, Creative Exteriors Landscape Design.
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A Garden Photo Database
A lost photo, one you cannot find, is lost revenue.  Catriona will review structuring a garden photo database that has the power to find photographs based on cross-referencing so important aspects of photographs are catalogued.  She will demonstrate how this custom-made database makes it easy and efficient to respond effectively to photo requests from editors. Presenter: Catriona Tudor Erler, Freelance author, photographer and speaker.
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Prickly Plants with Punch
Most ornamentals are grown for their flowers, but there is a subgroup of great architectural interest: plants with wicked spines. These plants may be awkward to handle and rather unfriendly to visitors, but often have stark beauty that contrasts with the lushness of other plants. The presentation will include trees, shrubs, perennials, biennials and more. Presenter: Larry Hodgson, HortiCom, Inc.
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3:00 p.m. - 4:00 p.m.
A Self-Publishing Saga with a Happy Ending
The value of face-to-face communication in the facebook and twitter era is lost. Or is it? Two garden writers – two time zones and two generations apart - met at a GWA regional meeting two years ago. Now they have a book, a web site and a newly-launched “No GuffTM” gardening movement, shared with the whole wide world. They will discuss the recent publication of their new book. Panelists: Donna Balzer, Donna Balzer Consulting and Steven Biggs, Freelance.
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Garden Blogging
Is the garden blogging path the right path for you to take toward opportunities in garden writing and speaking? Learn about the different experiences of three garden bloggers and the opportunities garden blogging created for them. They'll share how and why they started garden blogs, where this path has led them and tips for others who hope to use a blog to advance their careers. Panelists: Mary Ann Newcomer, www.gardensofthewildwildwest.com, Carol Michel, www.maydreamsgardens.com and Dee Nash, www.reddirtramblings.com.
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Awesome Annuals
This presentation will highlight new, cutting-edge annuals and ways to "repurpose" some old favorites in ways that will help the gardener not only be successful, but display artistic and colorful gardens. Learn how to help the gardener make wise choices in those impulse buys in the garden shop by teaching them where those plants thrive and what will keep them going all season. This presentation will also cover the top varieties and their performance under minimum maintenance standards.  Also discussed will be the importance of using trials in order to make recommendations for various locations. Panelists: Barbara Wise, Southern Land Company and Pamela Bennett, Ohio State University Extension.
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4:30 p.m. - 5:30 p.m.
Evaluating Garden Products in the Organic Marketplace

Get the "certified organic" scoop straight from the source. This presentation from the Organic Materials Review Institute (OMRI) explores the criteria used to evaluate garden products and explains how the National Organic standards are developed and changed. An overview of the National Organics Standards Board structure and petition process, as well as the relationship between OMRI and the organic certification process, will be covered.
       Garden Writers will also learn how to identify products for organic use and where to find accurate information to share with their audiences. The presentation will explain the US organic rules and where these products fit into the certification process. Finally, you'll see a demonstration of OMRI's Lists and free website service to find out whether a product is listed, or to learn more about allowed materials.
       Presented by an Organic Materials Review Institute representative, OMRI is a nonprofit organization that is accredited under the ISO-65 international accreditation program to review products for organic use. For more information, visit: www.omri.org. Presenter: Peggy Miars, Executive Director/CEO of Organic Materials Review Institute (OMRI)
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Evidence-based Garden Information
Good garden writers want the latest plant and soil science information to pass on to their readers, but how to tell what’s science – and what’s pseudoscience?  This seminar will provide nonscientists with some guidelines for evaluating articles, books, and electronic resources objectively.  We’ll then use those guidelines to evaluate information on several products and practices of interest to gardeners everywhere. Presenter: Linda Chalker-Scott, Washington State University.
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Behind-the-Scenes in New Plant Introductions
Every year, dozens of “new and improved” plants are put on the market offering new colors, unusual foliage, increased vigor, repeat blooming, and other improvements. In this presentation, go behind-the-scenes of the world of plant introductions from two perspectives. Presenter: Geri Laufer, Freelance. 
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