Business Essentials Workshop for Landscape Professionals in Middlefield

MIDDLEFIELD—Land care professionals are welcome to learn about business planning and marketing tools at “Business Essentials: Pricing and Marketing Your Landscaping Services for Success” on November 9 from 9:00am to 1:00pm at 16 Meriden Road, in Middlefield, CT.  This workshop will be co-taught by horticultural business consultant, Frank Crandall and advertising design consultant, Anne DiFrancesco and is hosted by the Organic Land Care Program of the Northeast Organic Farming Association (NOFA).

Frank Crandall owns Horticultural Solutions based in Wakefield, RI and has 38 years of experience running an award winning landscape design firm authored “The Essential Horticultural Business Handbook” and teaches Growth, Effectiveness, Management (GEM) Seminars for professionals in the horticultural field each year.  Crandall will teach about business pricing, estimates and planning with a focus on pricing organic services.

Anne DiFrancesco is founder, owner and creative director of A&M Studios Inc., an advertising design studio in Westport which has produced award-winning ad campaigns, brochures, publicity, direct response and web design for companies large and small. She most recently won the 2012 Hermes Creative Awards and Summit International Creative Awards for excellence in Advertising and Design and teaches a class on marketing for the Women’s Business Development Council.  Anne will instruct on the topics of branding, appearance in the marketplace, defining a target audience, creating print advertising, web design, and tracking of marketing efforts.

The workshop will conclude with a panel question and answer session with the instructors and Laurence Coronis, owner of Coronis Consulting, a horticultural consulting firm in Wilton, New Hampshire.  Attendees will also receive a packet of templates and forms to be personalized for use at each attendee’s business.

“Business Essentials” will be held at 16 Meriden Road in Middlefield, CT at the Connecticut Forest and Park Association’s classroom.  The workshop cost is $80 for NOFA Accredited Organic Professionals and NOFA Members and $90 for the public.  For more information, or to register, visit or call the NOFA Organic Land Care Office at 203-888-5146.  The NOFA Organic Land Care Program organizes workshops, conferences and courses to educate professionals and the public about sustainable, organic landscaping and gardening practices that improve the health and well-being of people and the environment.