The challenge
The Trust for Public Land had a strong national reputation in land conservation. But its forward-looking work on climate adaptation, community health, and green infrastructure wasn't getting the attention it deserved. To expand its influence and build momentum for more ambitious projects, TPL needed to shift perception: from traditional nonprofit to strategic partner shaping the future of cities.
The strategy
We developed a multi-year thought leadership strategy focused on climate resilience, equity in public space, and the role of parks as urban infrastructure. We began by securing high-profile speaking opportunities for TPL's executive and program leaders across influential design, sustainability, and public-policy platforms, positioning the organization as a key voice at the intersection of climate, equity, and the built environment. Highlights included:
- The Climate Program Director on stage at VERGE and WorldFuture, presenting Climate Smart Cities, TPL's GIS-driven framework for climate-resilient, data-informed design
- Strategic speaking placements at WSJ ECOnomics, SXSW Eco, Fortune Brainstorm Green, Dwell on Design (NYC and LA), the NRPA, and the Urban Land Institute
- Messaging across multiple initiatives, from cultural equity in open space to public-private data sharing to the SPARK program turning underused schoolyards into community parks
This wasn't visibility for its own sake. It was strategic positioning to shift how funders, policy leaders, and designers saw the role of land conservation in modern civic life.
The outcome
- Positioned TPL as a climate-forward, systems-level actor, not just a conservation brand
- Secured national thought leadership opportunities that opened doors to new partnerships and funding relationships
- Amplified the Climate Smart Cities program to audiences across tech, sustainability, and urban planning
- Helped reframe parks as essential infrastructure for health, equity, and resilience in a changing climate