Case Study: CEO Taps Chief Outsiders to Help with ASLA Transformation

For 125 years, the American Society of Landscape Architects (ASLA) has provided services to its 16,000 members. Facing marketing and organizational challenges, a new CEO, Torey Carter-Conneen, was brought in to transform the organization. He engaged Chief Outsiders Fractional CMO, Tom McCrary, to add dedication and depth to the effort. Forging a strong executive partnership, McCrary worked with the Carter-Conneen to help him create a compelling 2030 vision, 3-year strategic plan, and annual operating plans, while helping to align the organization with the vision.

Background

Professional Association with a Long History

The 16,000-member professional association known as The American Society of Landscape Architects (ASLA) sits atop a 125-year history. “We provide services to our members including education, networking, resources, and benefits,” shared Torey Carter-Conneen, CEO, ASLA.

“It's a profession that is actively engaged in not only designing public spaces in communities, but also helping to solve some of the global crises that we're all facing, including climate change, accessibility, health, and public safety.”

Marketing, Organizational, and Strategic Challenges

Seeking to expand the society’s reach and influence, the Executive Committee and Board at ASLA brought in Carter-Conneen to revitalize and transform the organization. Membership was trending downward and the organization needed a shared vision and strategic plan to provide a roadmap to the future.

“We had several mountains to climb, including marketing and organizational challenges and how we communicate across teams,” related Carter-Conneen. “We also had challenges in thinking strategically beyond the moment in an integrated way.” Looking to make the most of the opportunity, Carter-Conneen sought outside marketing and strategic expertise.

Dedication and Experience Was the Best Option

After considering hiring a full-time person and looking at other options, Carter-Conneen decided to work with Tom McCrary at Chief Outsiders. “My concern was whether any of those other options could dedicate the time and have the professional experience we needed,” he reported.

“You need someone who is committed to helping you and who also has the depth of experience required to help solve our problems,” he continued. “We decided that Tom McCrary provided the most in both of those areas.”

Having worked with him at another organization, Carter-Conneen knew it was a good match. “Torey brought me on board to work with him and the organization to objectively understand the lay of the land, align on a long-term vision, and translate that into an actionable strategic plan and annual operating plans,” Tom added.

Growth Strategy

Guiding the Organizational Transformation

To help Carter-Conneen lead the ASLA transformation, McCrary worked with him to evaluate the current situation through an assessment, analysis, listening sessions with key stakeholders including members, and quantitative research.

Torey used that insight to both help inform a future vision for the organization and gain alignment with the leadership team, staff, executive committee, board, and membership. “This approach helped me to immediately gain credibility with my team,” related Carter-Conneen. And Tom helped me execute from an organizational perspective.”

Aligning the Organization

Torey and Tom then focused on working with the ASLA professional and volunteer leadership teams to translate the vision into a 3-year strategic plan and annual operating plans. Tom also provided leadership for Marketing and Communications, Innovation and Technology and other areas as the transformation progressed.

“I actively worked with Torey and the leadership team to provide guidance, direction, and support to help drive the necessary change,” reported McCrary. “It’s not only putting a plan together but working together to change the conversation to focus on the most important things. Through this process, the vision became the masterpiece that everyone continues to be committed to creating together.”

Executive Partnership Cuts Learning Curve

The initial engagement quickly expanded into an executive partnership across a myriad of challenges. “It helps when you have a partner who understands what you're trying to accomplish and can translate that to different groups,” Carter-Conneen explained.

“No matter what the challenge, Tom cut the learning curve in half because he’d experienced it in another organization or industry and could help us get to solutions much more effectively and efficiently.”

“He’s a phenomenal coach, an excellent executive, and a perfect example of having seen the challenge before,” added Carter-Conneen. “Partnering with Tom at Chief Outsiders was absolutely the best decision for my team”.

Unique Growth Solution Saves Time and Money

The Chief Outsiders fractional CMO model allowed Carter-Conneen to get the help he was looking for to better understand what the organization needed without committing long-term resources to a particular initiative or undertaking.

“We would've had a very different time horizon and path forward to where we are now had it not been for Tom McCrary,” stated Carter-Conneen. “We think more strategically and are much more effective because of Tom’s guidance and experience.”

Tom’s people-first approach helped us create a unique growth solution. “He got to know me first as a leader,” explained Carter-Conneen. “He asked what we are trying to achieve, what is our working style, and what is the culture of the organization.”

“Those inputs were just as important as the revenue or membership goals we were trying to achieve. And those conversations happened after some real focus on the people who were responsible for executing those big goals.”

A Change in Trajectory and Culture

“I didn't know I would get an executive thought-partner who I could go to and get professional advice,” reflected Carter-Conneen. “Someone that I could talk to about anything!”

“It is about the way that Torey and I worked together and provided everyone in the organization the approaches and tools to deliver positive business results for today and well into the future,” added McCrary.