In our previous posts this month, we’ve covered using drawings and diagrams to communicate the design complexities of your projects and we’ve given you a strategic plan for writing your first book. In this post, we want to take you step-by-step through creating your own videos and using them to showcase your portfolio and your firm to the world.
Video can be an excellent vehicle for promoting your projects, people and ideas. Not only can you shoot a virtual tour of your latest building, you can also film any lectures or speaking engagements that you do. It can be a great way to share your expertise with students, colleagues, fans, and journalists. Video is also an effective medium to demonstrate your style and personality – important aspects of your overall brand – to potential clients or media outlets that may be interested in interviewing you. Best of all, with today’s technology, you can make your own video with a smart phone and peripheral microphone. Here’s how:
Develop your vision. Plan out your video scene by scene. For example, if you want to create a virtual tour of your newest building, map out in your mind what this virtual tour will look like when it’s finished. Identify the key elements of your design and what your audience – students? target media contacts? – will find interesting, innovative and unique.
Write it down. Based on your vision, write up a basic script for your video. Writing down a simple script will help you organize your thoughts and ensure you end up with a focused, effective video. Obviously, if you’re highlighting specific design features along your virtual tour, you’ll want to point those out and briefly mention any challenges or issues involved.
Plan your shoot. Make sure you schedule your shoot ahead of time and plan for the site to be camera ready and staged the way you want it to look on filming day. Put together your own crew for the shoot: someone to film you and someone to help keep interruptions or distractions away from “the set” during filming.
Lights, Camera…Action! The day of the shoot, make sure you have plenty of time to film your video, and don’t rush. Make sure to test the video for sound quality and light for best results. Try to film two or three takes so you’ll have more options when editing.
Edit your video. Upload your footage to desktop editing software – such as Apple’s iMovie or Microsoft’s Windows Movie Maker – and edit your final video. Use transitions (fade in, fade out, etc.) and titles to make your video look more professional. Try to keep your final product to under 5 minutes. If you need more time, split your virtual tour into parts (Virtual Tour Part 1, Part 2, and so on).
Distribute your video via social media and your website. Once your video is complete, upload it to a YouTube or Vimeo channel. You can make the video private until you’re ready to show it to the masses. When you’re ready to share it, make the video public and e-mail a link to your channel to everyone you want to view it. This is much easier than trying to send out the actual video file – which will likely be too large to e-mail anyway.
You’ll also want to tweet the link of the video on Twitter and post it to your other social media profiles such as LinkedIn and Facebook. Don’t forget to use creative hashtags and key words to get your videos trending.
Finally, post the video on your website. Since your video actually “lives” on YouTube/Vimeo, you can easily have your web developer create a page on your website where the video will play directly.
When posted to your website and shared via social media, videos are an effective, dynamic – not to mention fun! – way to showcase your work and your brand to the world.
In this month’s series of posts, we’re exploring the effectiveness of materials outside of photography. We’ll give you tips on how to increase your outreach using materials from different mediums ranging from visual to printed. Take a look in the following post to see how investing the time to write a book can improve your integrated communications program and help you to build influence.
By Dr. Tami Hausman
So you’re an architect, and you design buildings, but you want to…write a book? Well, you’re in good company. Throughout history, architects have a rich tradition of writing and publishing. Think of The Ten Books of Architecture by Vitruvius or The Four Books of Architecture by Andrea Palladio. In more recent times, some of the busiest architects have been the most prolific – such as Le Corbusier or even Rem Koolhaas.
Writing a book is, admittedly, a big undertaking. In a world of texts and tweets, it can seem a bit anachronistic (you might be asking: does anyone actually buy books anymore, much less read them?). Well, they do, and the time that you put into writing a book can be well worth the payoff.
Books make a great part of your integrated communications program and help you to build influence by establishing your firm’s position in the marketplace. They can also increase your brand awareness, be a strong sales and marketing tool that generates new prospects, and set you apart from your competition – through your design, ideas, approach, people, etc.
We at Hausman LLC are big advocates for the printed page. We also believe that – for greatest effect – you must be strategic. So, before you get started, here are some of the things that you’ll want to have in place:
Your reason for writing the book. A book is a big investment in time, money and resources. So you need to be clear about why you’re doing it: do you want to celebrate a milestone, such as an anniversary, highlight an area of specialty, or talk about a proprietary approach or process? These are all good reasons, but you need to pick one, and then stick to that decision.
Your topic and format. Many books by or about architects are monographs. Monographs are extremely useful, as they can put you on the proverbial map. They are good ways to demonstrate that you have a strong portfolio of work, or that you have been in business for a specific length of time. But consider this: you also write a book about a particular project type in which you excel; one standalone, great project; or even an industry trend. You’ll also want to think about the size of the book and its format.
Your timeframe. Books can take a long time to write, design, edit, print and publish. So be sure that you plan ahead. Even if you assign one person to the project, you will invariably need a good, concentrated team of people to get the job done. You’ll also need to factor in a lot of principals’ time. Before you start, make sure you clear the decks.
Your authors. A book can be written by one person or many people. You may already have some content on hand but, in most cases, you’ll need to generate a lot of new text. Someone will have to fill in the gaps. You can enlist a team of people on your staff, write it yourself, or hire a ghostwriter.
Visual material, including – but not limited to – photography. Whatever kind of book you write, you’ll need visual material. It is best to have this on hand before you start. So, if you need to dig through your archives and scan old images, then don’t delay. If you need to create new presentation materials or new renderings, get them started before you set the wheels in motion. You don’t want the images to hold up production.
Your publisher. There are a number of different publishers from which you can choose. Some of the most common include: Images Publishing Group, Oro Editions, Princeton Architectural Press, The Monacelli Press, and Wiley. They all have different fee structures and conditions, so take the time and do your research to find which one is the best fit.
Last month’s theme explored the importance of incorporating a broad range of strategic tools to communicate about your firm. Another effective approach to promoting your projects is to use drawings, renderings, diagrams, and other visual representations.
You probably have lots of drawings, elevations, site plans, and diagrams you’ve created for projects to show to clients during the design process. These materials can also be effective tools to use when promoting your projects.
Photographs are essential tools for promoting projects, but sometimes they don’t completely capture a project’s design. To communicate a building’s function or to magnify the less obvious design features of a project, try using drawings and diagrams.
Cross-sections. A drawing that shows a cross section of your project is an effective way to show detail. Showing a cutaway view of the interior helps magnify specific design elements that might otherwise be hard to express with photography or in a press release. For example, if a journalist wants to describe the challenges of a staircase reconfiguration, a cross-section drawing can help illustrate the stair’s design.
Diagrams. Using an architectural diagram is beneficial for illustrating how your design works. If you pair a diagram to a description in a press release that uses more technical language, the language can become more digestible for a journalist. Visual clarification of the more complicated features of a project helps the press better follow along with what design challenges took place, and in turn convey the subtle aspects of your project more accurately. Just remember to keep your diagrams simple and easy to follow.
Renderings. As you know, renderings give a clearer picture of what your building will eventually look like and illustrate the complexities of your design. Use renderings as supplementary press materials to actively engage the media about your project even while your project is still under construction.
Site plans. As you are aware, sharing a bird’s-eye view of a building with the press can offer a glimpse into your design process by providing a more comprehensive view of a project. In contrast, a photograph captures only a specific part, so it is helpful to include a clear site plan that provides an additional perspective. Enhancing a site plan with colors to differentiate areas can help a journalist more easily understand a building’s layout and design.
Keep in mind that while drawings tend to sometimes be overshadowed by the conventional appeal of photography, they also serve as highly effective communications tools for your projects. Drawings are essential for your design process, but they are equally important to share with the press to highlight your project’s exceptional design features!