Mission Statement
Committee Members
Events
Past Events
Web Resources


MISSION STATEMENT

The mission of the marketing committee is to lead the ongoing discussion of marketing-related issues in the architectural profession. There are four components of this mission:

  1. To create venues for architects to discuss and share ideas about the big issues in marketing and media relations today
  2. To provide and encourage opportunities for training and development
  3. To serve as a resource for the exchange of marketing information within the architectural community
  4. To develop a forum for dialogue about how the profession markets itself to the public

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COMMITTEE MEMBERS

The committee is chaired by Eileen Keribar, Assoc. AIA (ekeribar@rockwellgroup.com). Committee membership is open to AIA members, Assoc. AIA members as well as non-members. If you are interested in joining our group or for more information on our meetings, please send an email to aianymarketing@yahoo.com or contact our co-chairs.

Current committee members include:

  • Michele Renda Moyer, HLW International: Co-Chair
  • Kirsten Sibilia, Fox & Fowle
  • David Koren, Gensler
  • Meredith Berman, Gruzen Samton
  • Abigail Carlen, FXFOWLE
  • Julia Crislip, Langan Engineering & Environmental Services
  • Sarah Haun, Two Twelve Associates
  • Lauren Hlavenka, Handel Architects
  • Eileen Keribar, Rockwell Group
  • Nancy Kleppel
  • Ileana LaFontaine, MBB Architects
  • Maxinne Leighton, Beyer Blinder Belle
  • Suzanne Nutt, Stephen Yablon Architect
  • Asit Parikh, Metropolitan Building Consulting Group, PC
  • Emmanuelle C. Slossberg
  • Christey Robinson, Davis Brody Bond
  • Gabriela Sarhos
  • Marcy Stanley, Weidlinger Associates
  • Richard Staub, Richard Staub Marketing Services
  • Ralph Steinglass, Teambuilders, Inc.
  • Allysa Stewart, TPG Architects
  • Leila Vujosevic, Omni Architects

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EVENTS 2005

The framework for our 2005 program series is centered around high-level marketing issues that are integral to business planning: (1) Strategy + Innovation (2) Creativity (3) Leadership (4) The Client (5) Best Practices.

Announcements for the programs are sent out individually for each event. To receive these announcements, please send an email to aianymarketing@yahoo.com or contact our co-chairs.

PEER TO PEER DISCUSSIONS
Please join the AIA Marketing Committee for their open discussion forum called Peer to Peer. This forum has been formed to allow each of us to talk openly among our peers about the tactical marketing issues we face every day as marketers. Held at the Center for Architecture from 1–2pm on the second Thursday of every month.

February 10 Getting Technical Staff to Market

March 10 Competitive Advantage

April 14 Advertising

May 12 Data Management

June 9 Website

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PAST EVENTS

Spring 2004 Events

Making Differences Matter: Beyond Command and Control
An interactive workshop exploring benefits of diversity in architectural firms today
Thursday, February 26th

It is often said that diversity is "good for business." In architectural firms, the factors that promote diversity are strikingly similar to those that influence productivity and creativity. In marketing its services to clients, a firm with a diverse workforce can provide a competitive edge in gaining access to new markets, and in developing or expanding relationships with new or existing clients. This means competitiveness and diversity go hand and hand. In this workshop, participants will explore organizational qualities that maximize the benefits of differing perspectives and workplace styles, in both the internal day-to-day operations of a firm and in the firm's external relationships with clients and the public. How can these management models be applied in practice?

Topics covered will include common paradigms of diversity in the workplace, current status of diversity in the profession, and best practices for promoting diversity, effectiveness and creativity. Throughout the workshop there will be numerous opportunities for interactive dialogue and information sharing among participants.

Rena Klein AIA, the workshop's presenter and facilitator, is a principal of RM Klein Consulting, a Seattle firm offering practice management coaching, meeting facilitation, and strategic planning services to principals of architecture firms around the country. Rena has presented seminars at many AIA continuing education events; most recently, she was a speaker at the 2003 AIA National Diversity Conference, and at the 2003 AIA National Practice Management Conference. Rena is also a practicing architect with more than 20 years experience, and currently serves as immediate Past-President of AIA Seattle. More information is available at rmkleinconsulting.com

Where? The Center for Architecture, 536 LaGuardia Place
When? Thursday, February 26th, 5.30-7.30 pm. Networking 5.30-6pm. The workshop begins promptly at 6pm. Refreshments provided
How much? $20 AIA/SMPS members & $30 non-members
Reservations? Reservations are highly recommended and can be made on-line: http://www.acteva.com/go/aiany
Learning Units? 1.5 AIA/CES units available

 

Introduction to the new Standard Form 330
A Presentation of the Ins and Outs of the New Federal Form

Tuesday, March 2nd

The new SF 330 was released by the Federal Government late last year. Agencies will be required to use the 330 for all Federal procurements beginning June 8, 2004. This seminar will review the history of the change in forms, present the new form, and review what has changed from the SF 254 and 255 - and what hasn't. We will highlight how the changes will effect your proposal processes - from project data collection to teaming. We will also discuss how to incorporate SF330 requirements into your SF254 and 255s. Sponsored by AIA NY Chapter Marketing Committee and SMPS New York Area Chapter.

Presented by: Robin Malacrea, Vice President, Marketing & Corporate
Communications, Ammann & Whitney; Michele Renda, Marketing Director, HLW; Maxinne Leighton, Director of Marketing and Business Development, Beyer Blinder Belle; and Lara Marrero, Marketing Coordinator, Gensler, and other industry experts.

Where? The Center for Architecture, 536 LaGuardia Place
When? Tuesday, March 2nd, 5.00-7.00 pm (Refreshments provided)
How much? $50 AIA/SMPS members & $70 non-members
Reservations? Reservations are highly recommended and can be made on-line: www.acteva.com/booking.cfm?bevaid=61738
Learning Units? 1.5 AIA/CES units available

 

The Buyer/Seller Dance
A Business Development Seminar

Monday, March 8th

Who's in charge in the business development process-the buyer or the
seller? Do you feel like you're losing the battle against commoditization, and are compensated less and less for your services? Are you frustrated because you're spending time and money on proposals, but not winning a high percentage of them? Are you aggravated because you're doing too much 'unpaid consulting' or giving away creative ideas and information you should be paid for? Are you forced into making pricing concessions? Bill Morelli of Sandler Sales Institute will lead an interactive session discussing your business development challenges, which will result in new approaches you'll be able to put to work immediately.

Where? The Center for Architecture, 536 LaGuardia Place
When? Monday, March 8th, 5.30-7.30 pm, Networking 5.30-6pm. The seminar begins promptly at 6pm. Refreshments provided
How much? $20 AIA/SMPS members & $30 non-members
Reservations? Reservations are highly recommended and can be made on-line: http://www.acteva.com/go/aiany
Learning Units? 1.5 AIA/CES units available

 

Apples to Apples
A Dialogue about the RFP Process

Thursday, April 15th

Join design and marketing professionals in a discussion about the Request for Proposal process and how we as a profession can begin to create change in what has become a growingly arduous and expensive path in the pursuit of new commissions. Our goal is to have a conversation that integrates reality and advocacy. How might we improve this often-used submission process? What are common pitfalls of RFPs that make it difficult for architects to respond accurately to fee based selections? Should the process be more standardized to promote consistency in the selection process? How can we help our clients get what they need to make an informed selection without feeling like we have to give away the store? How can the AIA NY Chapter Marketing Committee begin to influence the proposal process on behalf of our membership? Come armed with ideas and examples for a lively and constructive discussion.

Where? The Center for Architecture, 536 LaGuardia Place
When? Thursday, April 15th,, 6:00-8:00 pm, Networking 6pm - 6:30p. The seminar begins promptly at 6:30 pm. Refreshments provided
How much? $10 AIA/SMPS members & $20 non-members
Reservations? Reservations are highly recommended and can be made on-line: http://www.acteva.com/go/aiany
Learning Units? 1.5 AIA/CES units available

 

Half-Day Program
The Human Connection - Bring Your Presentations to Life
Friday, May 7th, 2004

Co-sponsored by: AIA New York Chapter Marketing Committee and SMPS New York Area Chapter
Speakers: Carol Doscher, President, Graceworks Inc., Charles Murphy, Trainer & Coach, Graceworks Inc.

In this hands-on workshop, we help you relax, be yourself, and communicate your message with clarity and confidence. Through teaching, discussion, participation in theater exercises, and individual coaching, you will learn to: Connect with your audience, Identify and drop nervous habits, Prepare and practice your material, Make technical material come to life, Use graphics and props wisely

Where? The Center for Architecture, 536 LaGuardia Place
When? Friday, May 7th, 1:00 - 5:00pm
How much? $100 AIA/SMPS members & $125 non-members
Reservations? Reservations are highly recommended and can be made online: www.smpsny.org (closes 48 hours before event)

 

Panel
The Education of Architects in Business
Tuesday, May 18th, 2004

Co-sponsored by: the AIA New York Chapter Professional Practice Committee and Marketing Committee

Panelists: Fabiola Anzola, International Assoc. AIA, Architect, Gerald Gurland, FAIA, Architect, J. Robert Hillier, FAIA, Founder, Hillier Architects, Bruce Nichol, ARB, RIBA, Founding Partner, Front, George Ranalli, AIA, Dean, School of Architecture, City College of New York
Moderator: Ralph Steinglass, FAIA, Founder, Teambuilders, Inc.

Why are architects generally unprepared to cope with the business side of their profession? With the emphasis on design in architectural schools, the architect’s education in the business of architecture has always been marginalized. This has resulted in a chasm of misunderstanding between young architects entering the profession and firm managers, who are struggling to keep their firms solvent in a harsh business environment. Should schools be doing more to teach business management skills? What role should firms play in mentoring young architects regarding marketing, finance, human resource management, and administration? Where do architects learn to communicate effectively, and what methods of learning have been most successful?

Where? The Center for Architecture, 536 LaGuardia Place
When? Tuesday, May 18, 8:00-10:00am
How much? $20 AIA/SMPS members & $30 non-members
Reservations? Reservations are highly recommended and can be made online: http://www.acteva.com/go/aiany
Learning Units: 1.5

 

Presentation
Branding: Standing out from the Crowd
Tuesday, June 1st, 2004

Facilitator: Raphael Shammaa, Tactical Branding

Why is your firm different from all other firms? Why should your prospect care? And what does it all mean to your bottom line? In a process where they are bombarded by qualifications, proposals, and other marketing materials, prospective clients need to perceive you as relevant, different and better than the competition, and a good fit for them. In this interactive session, branding expert Raphael Shammaa will present what branding your firm is all about, how to influence the way in which prospective clients perceive you, and how to differentiate yourself from the competition. We will discuss the value and pitfalls of market diversification and the right and wrong way to engage in it. Marketing tools and the power of magic over logic will be reviewed in the context of branding your firm consistently and in a professional way. Attendees will be shown how to create a charismatic brand for your firm, an identity that positions you as a good fit for your prospects and facilitates capturing their business.

Raphael Shammaa started his consulting business in 1982. Originally trained as an architect, his focus has been in the area of branding and visual communication. His clients have included firms like Marsh & McLennan, Brandeis University, Cognac Leopold Gourmel as well as cosmetic firms such as Chanel, Lancôme, Calvin Klein, and Dior. Raphael believes firmly that differentiation is the fastest way to capture more projects and expand your client base.

Where? The Center for Architecture, 536 LaGuardia Place
When? Tuesday, June 1, 6:00-8:00pm
How much? $20 AIA/SMPS members & $30 non-members
Reservations? Reservations are highly recommended and can be made online: http://www.acteva.com/go/aiany
Learning Units: 1.5

 


 

2003 CALENDAR OF EVENTS (Click here for Fall Events)

SPRING
This spring we're pleased to offer a series of events that explore the hot topics in marketing architecture today, featuring leading architectural professionals and other experts who have a distinctive perspective on the issues.

Workshop: Closing the Deal without Giving away the Store
Friday, March 28, 1-5pm

co-sponsored by SMPS New York and
AIA New York Marketing Committee
Facilitator: Ralph Steinglass, FAIA, Principal, Teambuilders, Inc.

Negotiating and finalizing a contract has historically been the crucial point for an architect/client working relationship. Through a better understanding of the dynamics of the negotiating process and learning when to push and when to pull, you can be better prepared to resist the temptation of using discounting as your principal strategy in closing the deal. This half day workshop will help you to assess your own negotiating preferences and to develop a more flexible style, to discover more about who your client is and how they make decisions, and to manage the negotiation process successfully.

Details:
4 AIA/CES units
Cost: $100 AIA/SMPS members, $125 non-members
ATTENDANCE IS LIMITED. ADVANCED RESERVATION REQUIRED
To register, please contact SMPS/NY:
Online: www.smpsny.org
Email: register@smpsny.org
Phone: 212.867.1948 Fax: 212.687.4016

 

Panel: Leadership Transition
Tuesday, April 8, 8-10am
Panelists:
Karen K. Cooper, Principal, Cooper, Roberston & Partners
Deborah Franklin, Managing Director, M&K Financial Services
Michael Gelfand, AIA, Partner, Gruzen Samton LLP
Walter A. Hunt, Jr., AIA, Vice President/Managing Principal, Gensler

Moderator:
Peter Piven, FAIA, Principal Consultant, The Coxe Group

Firms grow and change, and invest a great deal of time in their internal organization and business development strategy. How can we help steer the leadership transition so that it compliments a firmıs positioning? Topics to be discussed include the criteria for new partners and who defines it? Does a name change help or hurt the firm? How do non-name partners achieve recognition? How does the organization change as the partners change and how do you represent this change to your clients? What role does marketing play in presenting the transition to the staff and the world at large?
For more info

 

Panel: Architects as Trusted Advisors
Tuesday, May 13, 8-10am

Panelists:
Vivian Chavez, AIA, Senior Partner, HLW
George H. Miller, FAIA, Partner, Pei Cobb Freed & Partners
Peter J. Miscovich, Partner, Workplace Transformation, PricewaterhouseCoopers
Coren Sharples, RA, Principal, SHoP Architects, PC

Moderator:
Mary Breuer, Breuer Consulting Group

In the past, the architect was the "Master Builder," serving as the client's advisor, the building designer, and the builder. In recent decades, architects have narrowed their scope of services, concentrating on design while program management, construction management, and facilities consulting have become established disciplines. Yet some firms are in the process of expanding their services to meet the pre-design and post-design needs of their clients. What services are architects providing beyond design? How do architects build richer relationships with their clients to become trusted advisors rather than just design implementers?
For more info

 

Roundtable: The Value of Design
Tuesday, June 10, 5-7pm

Facilitators: David Koren Assoc. AIA, Marketing Director, Gensler
Kirsten Sibilia Assoc. AIA, Marketing Director, Fox & Fowle Architects

An interactive group discussion about how we articulate the value we offer to our clients. Come prepared to participate in the dialogue! Architects are responding to pressure from clients to reduce their fees and provide increased levels of service. Are our services becoming devalued? How can we fight the perception that architectural design is a commodity business? How can we demonstrate to our clients the true value of the services that we provide, in order to receive fair and adequate compensation? How do we articulate to our clients the importance of good design?

 


FALL 2003

A series of events designed to explore the hot topics in marketing architecture today, featuring leading architectural professionals and other experts who have a distinctive perspective on the issues.

Panel: Marketing the Profession to the Public
Tuesday, October 21, 8-10am

Panelists:
Susan Chin, FAIA, Deputy Commissioner, NYC Department of Cultural Affairs
Raymond Gastil, Director, Van Alen Institute
Daniel Levy, Reporter, People Magazine
Richard Swett, FAIA, Juror for the WTC Site Design Competition

Moderator:
John Reddick, President, Cityscape Institute

How are architects perceived by the public? A large percentage of people can't name a single architect. Others only know Frank Gehry and Frank Lloyd Wright. How can the profession best market itself to the public and help people understand the difference between a decorator and a designer? How can we as a profession work together to educate the public on the value of quality architecture (to public, private, and corporate life), the advantages of hiring an experienced professional, and the benefits of good design?

Cost: $20 AIA/SMPS members, $30 non-members
AIA/CES: 1.5 units.
For more information click here.

 

Open Marketing Committee Meeting:
What is the Role of Marketing in Your Firm?

Wednesday, November 5, 5-7pm

Many large and small firms have questions about marketing. How do we create and implement a marketing strategy? How do we organize to respond to requests for qualifications and proposals? When do we need a marketing staff, and when should we work with consultants? Come join the AIA NYC Marketing Committee for an informal discussion.

This event is free of charge.
AIA/CES: no learning units will be offered.
For more information click here.

 

Panel: The Role of the Architectural Critic
and Architectural Press

Tuesday, November 18, 8-10am

Panelists:
Robert Ivy, FAIA, Editor-in-Chief, Architectural Record
Kevin Lippert, Publisher, Princeton Architectural Press
Philip Nobel, Freelance Critic
George Ranalli, AIA, Dean, School of Architecture,
City College of New York

Moderator:
Paola Antonelli, Curator, Department of Architecture and Design, The
Museum of Modern Art

Clearly, the events of the past two years have made the public aware of the importance of architecture in our daily lives. But there has been some controversy about the role of the architectural press and the architectural critic. What do we expect from our press? Who reads the
architectural press besides architects? Are architectural critics like movie critics, praising and panning at will, or do they provide greater social relevance by putting our evolving city into a historical and global context?

Cost: $20 AIA/SMPS members, $30 non-members
AIA/CES: 1.5 units.
For more information click here.

 

Roundtable: The Value of Design II
Thursday, December 4, 5-7pm

In our roundtable on “The Value of Design” earlier this year, we learned that many architects feel that the value of their work is not fully understood or appreciated. This time, we’re inviting clients to initiate our discussion. What is the value of design? When is design worth a premium cost? How do clients evaluate design? How can architects better articulate the value of their services? BRING A CLIENT TO THE DISCUSSION WITH YOU!

Cost: $20 AIA/SMPS members, $30 non-members
AIA/CES: 1.5 units. For more info click here.

 

Workshop: Building a Dynamic Network
Friday, December 12, 1-5pm

co-sponsored by SMPS New York and the AIA New York Marketing Committee

Facilitator:
Veda N. Solomon, Strategies for Success

In marketing, you’re only as strong as your network. But how do you build a good network, activate it, and make sure you use the connections you have formed effectively? This half-day hands-on workshop looks at how networking fits into the total marketing/business development picture, provides a basic approach to doing it confidently, and includes an actual networking session to build comfort with the process.

Cost: $100 AIA/SMPS members, $125 non-members
AIA/CES: 3.5 units. For more info click here.

EVENT INFORMATION
For the December 12th workshop, attendance is limited and advance registration is required. To register, please contact SMPS/NY: http://www.acteva.com/go/smpsnyor email register@smpsny.org

Location: All events take place at the new Center for Architecture, 536 LaGuardia Place, NYC (two blocks south of Washington Square).

Schedule: Programs are scheduled for the dates and times listed above. Generally, registration and networking will take place for the first half-hour, with the program beginning 30 minutes after the stated start time.

Reservations and pre-payment are strongly recommended to guarantee your place and streamline our sign-in process. Reservations for all programs (except for the AIA/SMPS workshop on December 12) can be made online with a credit card: http://www.acteva.com/go/aiany

To be added to the AIA Marketing Committee e-mail list, send an e-mail to: aianymarketing@yahoo.com.

Marketing Committee Co-Chairs:
Kirsten Sibilia, Assoc. AIA / ksibilia@foxfowle.com/ 212.627.1700 x394
David Koren, Assoc. AIA / david_koren@gensler.com / 212.492.1514

Visit 2002 AIA Marketing Events to review last year's program. Access to photos and handouts coming soon!

 



WEB RESOURCES

Organizations
American Institute of Architects: (www.aia.org)
Society of Marketing Professional Services: (www.smps.org)
Society of Marketing Professional Services / New York Chapter: (www.smpsny.org)

Marketing consultants/Resources
Cosential / DesignArchitecture: (www.cosential.com)
Grace Works: (www.graceworksinc.com)
Greenway Consulting: (www.greenwayconsulting.com)
Out of the Box Marketing: (www.outoftheboxmarketing.net)
The Marketing Partnership: (www.marketingpartnership.com)
PSMJ Resources: (www.psmj.com)
Team Builders: (www.teambuildersinc.com)

Procurement Opportunities
Dormitory Authority of the State of New York (www.dasny.org)
FedBizOpps (Federal Business Opportunities) (www.eps.gov/)
Metropolitan Transportation Authority (www.mta.nyc.ny.us/)
New Jersey General Services Administration (www.state.nj.us/infobank/infobank.htm#purchase)
New Jersey Schools (www.njedaschools.com/projects/Projects.asp)
New York City Department of Design and Construction (www.ci.nyc.ny.us/html/ddc/home.html)
New York State Contract Reporter (www.nyscr.com/)
New York State Office of General Services (www.ogs.state.ny.us/dnc/)
New York State University Construction Fund (www.sucf.suny.edu/)
Port Authority of New York and New Jersey (www.panynj.gov/bus/psframe.html)

Magazines and e-zines:
Architectural Record (www.archrecord.com/)
Architectural Review: (www.arplus.com)
Architecture (www.architecturemag.com/)
ArchitectureWeek.com (www.architectureweek.com)
Archnewsnow.com (www.archnewsnow.com)
Designarchitecture.com (www.designarchitecture.com)
Interior Design (www.interiordesign.net)
Metropolis (www.metropolismag.com)

Slatin Report (http://www.theslatinreport.com/)
World Architecture (www.world-architecture.com/)

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