Business Development and Strategy

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

Kacey Clagett founded Appleseed Strategy to help firms achieve their vision through research, strategic planning, messaging and coaching.

LinkedIn Kacey

Celeste Winkel

Kia Clay

Kia Clay provides our clients with market intelligence. She keeps us abreast of what public sector clients are looking for.

LinkedIn Kia

Celeste Winkel helps our clients craft messaging plans and execute projects that further their strategic goals and enhance their brands.

Leslie Henslee

Leslie Henslee excels at visual thinking and has a deep understanding of the issues faced by design professionals in marketing and business development.

LinkedIn Leslie

LinkedIn Celeste

"Positioning for Continued Success" published in STRUCTURE Magazine

Our observations and recommendations for making the most of market conditions were featured in the January 2022 issue of STRUCTURE...

2021 Financial & Economic Survey Published in Archinect

In publishing our second annual survey of A/E/C firms, Archinect highlighted our recommendations for navigating the continuing effects of...

Our 2021 Financial & Economic Survey is out!

This year's survey features in-depth interviews with a cross-section of A/E/C leaders offering frank perspectives on the current economy,...

Kacey Clagett guest critic for California College of the Arts Professional Practice Class

Kacey visited the class in March and May 2021 to discuss the dynamics of brand and messaging in winning work. https://www.linkedin.com/po...

Our perspectives on higher education construction featured in Tradeline

Demographics, market demand and fallout from the Covid pandemic influence future construction. https://www.tradelineinc.com/reports/2021-...

Bisnow article shares our opinions on future of modular construction

In “Developers Still Reluctant To Go Whole-Hog With Modular Construction", we argue that perceived savings in time will drive acceptance,...

Scottsdale’s Museum of the West chapter presented at the University of Tasmania

The chapter, part of Contemporary Museum Architecture and Design: Theory and Practice of Place, was presented in December 2020 by...

“Value of Visual Storytelling” at AIA South Atlantic ASPIRE conference

The presentation featured Kacey Clagett, architectural photographer Tim Griffith, and museum publicist Anne Edgar....

"Market Trends – Succeeding Into 2022" published in Structure magazine's November 2020 issue

We're honored to have our article, "Market Trends – Succeeding Into 2022", to be included in the November 2020 issue of Structures...

April 2020 Findings published in Office Insight

The findings from our April 2020 online discussions were published online in Office Insight as "Pandemic Survey of AEC Firms Reveals...

Appleseed Strategy Log

2021

Archinect, "New survey reveals the pandemic's mixed impact on AEC firms," featured in December 27, 2021 article by Nathaniel Bahadursingh

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," 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

Office Insight, "Pandemic Survey of AEC Firms Reveals Mixed Impact (Appleseed Strategy)," 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