Challenge
The HOK Planning Group (HPG), provider of planning, landscape architecture and urban design services as a business unit of Hellmuth, Obata + Kassabaum, Inc. (HOK), found themselves encountering a shortage of skilled job applicants. To address this challenge, they recognized the necessity for a comprehensive, long-term strategy aimed at attracting talented architecture and urban design students. This was particularly pressing as they had not yet cultivated connections with universities offering majors in landscape architecture.
Solution
c21 created a design competition for 4th- and 5th-year landscape architecture and urban design students who were nearing graduation. (Our research revealed upper-level students were required to complete hands-on design projects to graduate.)
HPG selected a green space in Midtown Atlanta as the competition site. c21 retained six Southeast colleges and universities for the competition. c21 coordinated all event logistics, including the production of a disc to introduce HPG and the inaugural competition to the schools and their students. To further capitalize on the competition, c21 promoted the competition to landscape architecture magazines as an innovative idea for companies to obtain qualified job candidates.
Results
Sixty students submitted designs, and three winners were awarded cash prizes and internships with HPG. The program was so successful that it was expanded to three cities (with three different project sites) for the next school year. HPG professionals have remained in contact with professors at the participating universities, establishing long-term beneficial relationships. In addition, c21 secured a story on the competition in Landscape Architecture magazine.
"Our work with c21 successfully increased market exposure for the group. One of the creative ideas they brought to the table led us to sponsor a student design competition targeted to expose our team to potential clients, potential talent and media. In our second year with the program, we worked with the c21 team to make significant enhancements and have been quite pleased with the results."
- Monte Wilson, former VP with HPG