Thursday, August 16 | 11:00AM - 12:30PM
This year's education schedule is jam-packed with insightful and dynamic sessions from leaders in the industry, focusing on horticulture, writing, photography, business, social media and much more! We are also thrilled to welcome keynote Jacqueline van der Kloet.
Please note: Programs and timing subject to change.
Introduction to New Plants
Kelly Norris, Greater Des Moines Botanical Gardens
Maria Zampini, Upshoot LLC
Longtime GWA hosts Kelly and Maria curate a showcase of the latest plant introductions, offering concise commentary and insights on new releases in virtually all product categories: bedding plants to trees, perennials to vegetables. Audience members will learn about the latest developments in plant breeding, understand their real and perceived value to consumers and walk away with valuable contact information for plant developers, brands and promoters.
For Gardeners Who Love to Cook
Ellen Ecker Ogden, Kitchen Garden Designs
A kitchen garden is far more than a place to grow food. It's where good food and great plants meet, and in this session participants will learn how to weave together a career in garden writing with food writing. Expand your career as a garden writer to include a new repertoire of ingredients that includes building a food vocabulary, recipe writing 101, and how to inspire gardeners to grow crops they can’t buy in the market by selecting the tastiest varieties, and how to set up the camera to include food photos.
From Byline to Brand
Megy Karydes, Karydes Consulting
As writers, we’re often the ones interviewing sources, but rarely consider being a source as a form of marketing our work. While we often shun “exposure” as a form of compensation, exposure as a marketing tactic can help build your platform and make you more desirable to editors. This session will lead attendees through the process of building their marketing plan.
Build a Profitable Speaking Business
Melinda Myers, Melinda Myers LLC
We'll explore strategies to help both those just getting started and experienced speakers looking to increase the number of speaking engagements and income generated. Participants will evaluate how speaking fits into their overall business plan and then look for new opportunities and ways to promote their business. As always audience participation will be encouraged.
Write Badly – Edit Well
Mary-Kate Mackey, Write Better Right Now: The Reluctant Writer’s Guide to Confident Communication and Self-Assured Style (Career Press, 2016)
Whether you’re writing plant descriptions, blog posts, marketing materials or long-form articles, no matter how shaggy that first draft looks, you can be your own best editor by employing three simple passes through your material. This hands-on workshop includes easy techniques to refine your work and get it out the door. Bring a 250-500-word terrible draft – for your eyes only – and find out how fast you can smooth it into shape.