Mission Statement
Committee Members
Events
Past Events
Web Resources
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:
- To create
venues for architects to discuss and share ideas about the big issues
in marketing
and media relations today
- To
provide and encourage opportunities for training and development
- To
serve as a resource for the exchange of marketing information within
the
architectural
community
- To develop a forum for dialogue about how the profession markets itself to the public
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
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
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?
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!
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/)