AIANY | NY Chapter - Marketing Committee





			2002 CALENDAR OF EVENTS *Anticipating Development Trends in Today's Economic Climate* April 16, 8-10am 200 Lexington Avenue, First Floor Conference Center It's a challenging market for architects today. How long is this slump going to last? Our panel will offer some perspective on today's economic doldrums by putting our recession into its proper historical con-text, and comparing and contrasting the current situation with previous downturns in the business cycle. We'll see if we can provide some insight on where this market is headed by discussing where the growth opportunities are and how the policies of the new administration in City Hall may affect the local building climate. Hang in there. It can't last forever. Panelists Bob Fox, AIA, Senior Principal, Fox & Fowle Architects Robert Freedman, Vice Chairman, GVA Williams Charlie Shorter, Principal, Senior Real Estate Analyst, Ernst & Young Moderator Eric Ipsen, Associate Editor, Crain's New York Business *Giving away the Store* May 14, 8-10am 200 Lexington Avenue, First Floor Conference Center Architects are responding to pressure from clients to reduce their fees and provide increased levels of service, including doing conceptual design work in the competitive proposal stage. How are firms managing this? Our panel will discuss the balance between these competitive pressures and our professional standards. How much design can we offer for free? How low can our fees go? Are we contributing to the perception that architectural design is a commodity business? Is there any way that we can develop a consensus on what the limits should be so that we don't sell our profession short, devalue our services, and put ourselves out of business? Panelists Jonathan P. Butler, AIA, Partner, Butler Rogers Baskett Herbert M. Cannon, CPA, Senior Consultant, PSMJ Resources Carol Patterson, Esq., Partner, Zetlin & De Chiara LLP Ray Quartararo, President, Quartararo & Associates Moderator Elizabeth Harrison Kubany, Director of Public Relations, Skidmore, Owings & Merrill *TELLING THE PROJECT'S STORY* June 18, 8-10am 200 Lexington Avenue, First Floor Conference Center Your firm has just completed a terrific project. You want to write a good description that will interest potential clients and get the project published. With several audiences to appeal to, how do you tell your story? Our panel will discuss writing compelling descriptions and press releases targeted for the people you want to reach. We'll talk about what goes into a project description so that it can be used for a variety of marketing purposes, we'll reveal the best ways to get an editor's attention, and we'll tell how to frame the project's larger issues to appeal to writers and editors preparing book-length considerations. Panelists Ros Brandt, President, Brandt Resources Guy Geier, AIA, Principal, NBBJ Joy Fedden Habian, PR and Marketing Consultant Peter Slatin, Editor-in-Chief, GRID Moderator Richard Staub, Richard Staub Marketing Services MARKETING STRATEGIC ALLIANCES THAT WORK September 10, 8-10am Haworth New York Showroom, 625 Avenue of the Americas, 4th Floor Architectural firms are collaborating more than ever. We 're developing formal and informal associations with competitors and firms in unrelated businesses. These associations take many forms, from tactical partnerships formed for one project to open-ended strategic alliances. How do firms that work in the same marketplace, with clients in common, often providing similar services, overcome competitive issues in forming strategic alliances together? How can you successfully develop a strong, unified image with two firms that have different values, organizational systems, and approaches to design? What are the ingredients to a successful strategic alliance? (This program has been developed in cooperation with the Professional Practice Committee) Panelists Gregory Kelly PE, Vice President, Parsons Brickerhoff Carl Krebs, AIA, Partner, Davis Brody Bond Anne Papageorge, RLA, First Deputy Commissioner, Dept. of Design and Construction Roberta Washington, AIA, Partner, Roberta Washington Architects Moderator Ralph Steinglass, FAIA, Principal, Teambuilders, Inc. *MANAGING STRATEGIC ALLIANCES THAT WORK* September 26, 8-10am Haworth New York Showroom, 625 Avenue of the Americas, 4th Floor How do firms successfully manage a strategic alliance? What are the challenges that firms have faced in living up to external and internal expectations? What are some practices to achieve the goals and objectives that brought the firms together in the first place? Panelists will identify the challenges they have had to overcome and the steps they have taken to get results, including establishing clear accountability for roles and responsibilities, implementing a real-time communications protocol, and reconciling different work methodologies and technologies to optimize productivity and assure that nothing "falls between the cracks". (This program has been developed in cooperation with the Professional Practice Committee) Panelists: Joseph Brancato, AIA, Vice President / Managing Principal, Gensler Michael Kolk, RA, Director of Capital Programs, DASNY John Patey, AIA, Principal, Larsen Shein Ginsburg Snyder, LLP Lorena Robinson Saeed, President, Lorshel, Inc. Moderator: Ralph Steinglass, FAIA, Principal, Teambuilders, Inc. WHAT DO YOU WANT TO BE KNOWN FOR? October 8, 8-10am Haworth New York Showroom, 625 Avenue of the Americas, 4th Floor Your firm is successful, but where do you go next? What kinds of work do you want to do more of? Once you figure that out, how do you position your firm, through targeted opportunities and media relations, for the work that you really want to be doing? Our panel will discuss marketing strategy and positioning, with a focus on figuring out what you really want to be known for, what you really want potential clients to think of when they hear your firm 's name. We'll talk about the benefits of specialization, the challenges of diversification, and how you can't really be all things to all people. Panelists: Casey Jones, Office of the Chief Architect, GSA Public Buildings Service Henry Meyerberg, AIA, Partner, Helfand Meyerberg Guggenheimer James C. Snyder, AIA, Partner, Larsen Shein Ginsberg Snyder, LLP George Stephen, President, Stephan Partners Moderator: Kira L. Gould, Writer and Critic WHAT'S YOUR BRAND? November 12, 8-10am Haworth New York Showroom, 625 Avenue of the Americas, 4th Floor The idea that every firm has a "brand " has been gaining momentum over the last few years. Although "brand "is an essential buzzword in the world of advertising, consumer products, and fashion, branding has been somewhat controversial in architecture. Some think it 's just a new word for "firm identity," "reputation," "image," and "signature." And while the most obvious branding device is the firm logo, many recognize that it also includes a firm 's design style, market mix, publicity, way of doing business, and even the firm 's offices. Our panel will explore what branding means for an architecture firm and its relevance to our profession. Panelists: Michael Beirut, Partner, Pentagram John Bricker, Vice President, Gensler Peter Dixon, AIA, Senior Partner, Lippincott & Margulies Harry Lassiter, President, The Lassiter Company Moderator: Kristen Richards, Editor, ArchNewsNow.com