Str
SEED
PPLE
tegy
hones marketing
business development
and communications to
advance our clients' success.
We help planning, design and construction firms define their vision, sharpen their skills, and attain national recognition for their expertise.
We provide the experience
to identify and validate the
clients you want and roll
out effective programs that
develop the know-how and
resources to achieve your
objectives. The results are
more work in your focus areas,
better financial returns, and a
stronger brand that will
carry you through good
and lean times.
ervices
Strategy
Research
Planning
Coaching
Messaging
artners
We offer integrated teams that provide comprehensive solutions for firm growth, operations and transition.
Recruiters
Media Relations
Organizational Coaches
Graphic and Web Designers
Financial and Operational Consultants
esults
Client Trade Magazines
National and International Design Press
Local and National Business and General News
Media
Speaking
Design Events
Client Professional and Trade Associations
Design and Engineering Professional Associations
Firm Awards
Association Fellowships
National, Regional and Local Design Awards
Lifetime Achievement Awards and Professional
Awards
Museums and Cultural Buildings
Urban Design and Campus Plans
Infill Development and Affordable Housing
Federal, State and Local Government and Civic Buildings
Tier 1 Public and Private Research Universities and Highly Selective Colleges
Outreach, Shortlists
& Wins
Kacey Clagett founded Appleseed Strategy to help firms achieve their vision through research, strategic planning, messaging and coaching.
Kia Clay provides our clients with market intelligence. She keeps us abreast of what public sector clients are looking for.
Celeste Winkel helps our clients craft messaging plans and execute projects that further their strategic goals and enhance their brands.
Leslie Henslee excels at visual thinking and has a deep understanding of the issues faced by design professionals in marketing and business development.
Appleseed Strategy Log
2021
California College of the Arts
Guest Critic, Graduate Architecture Professional Practice Studio
Tradeline Reports, "University Facilities Planners Prioritize New Construction and Renovations", quoted in April 28,2021 online article by Lisa Wesel
Bisnow, “Developers Still Reluctant To Go Whole-Hog With Modular Construction”, quoted in April 1, 2021 online article by Dees Stribling
2020
"Market Trends — Succeeding into 2022", Structure Magazine, November 2020
"The Value of Visual Storytelling", AIA South Atlantic ASPIRE Conference
Speaker with Tim Griffith and Anne Edgar
Fast Company, "COVID-19 is crushing the architecture industry—but not in the ways you’d expect", June 2020 Financial and Economic Findings quoted in Nate Berg's article in August 14, 2020 online edition
Landscape Architecture Magazine, Quoted in Katherine Logan's article"Straws in the Wind" July 2020
"Pandemic Survey of AEC Firms Reveals Mixed Impact (Appleseed Strategy)", Office Insight, May 16, 2020
ULI 2020 Resiliency Summit
Member, Working Group
Contemporary Museum Architecture and Design: Theory and Practice of Place
Co-Author, “Triple Bottom Line Sustainable Design: Scottsdale’s Museum of the West in Arizona, US”
2019
California College of the Arts
Guest Panelist, Undergraduate Architecture Professional Practice Studio
California Polytechnic University, San Luis Obispo
Guest Panelist, Undergraduate Architecture Externship Program
2018
AIA Montana Annual Fall Conference
Presenter, Interview Skills Workshop
Public Architects Committee Workshop
AIA National Convention
Facilitator, “Public Architects: Driving Innovation in the Industry’s Best Practices”
Business Forum, Structural Engineers Association of Northern California
Speaker, “Focus on the Bottom Line: How to Derive the Greatest Impact for Your Marketing Dollar”
California College of the Arts
Guest Panelist, Graduate Architecture Professional Practice Studio
Learning by Design Magazine
Author, “Not Just Student Housing: The Next Step in Public-Private Partnerships”
2017
Public Architects Committee Workshop
AIA National Convention
Facilitator, “The Public Architect as City Builder”
2016
Oculus Magazine / AIA New York
Co-Author, “Weathering the Storm: How to Keep Your Firm Resilient, Whatever the Economic Forecast”
Public Architects Committee Workshop
AIA National Convention
Facilitator, “Architects, Public Architects and P3 Development: Innovation, Challenges, Lessons Learned
California College of the Arts
Architectural Entrepreneurship Seminar
Guest Critic, Final Projects Review
Society for Marketing Professional Services, San Francisco Bay Area Chapter
Speaker, Business Leaders Roundtable