Design on the Haus
Here in New York City, it’s Architecture and Design Month “Archtober” (ärk’tōbər)! It’s the fifth annual month-long festival of architecture activities, programs and exhibitions taking place during the month of October. Around the globe, there are a bounty of cultural festivals that also celebrate excellent architecture and great design and, this month, we’re highlighting some of the world’s best. Let’s start here at home in NYC with the Architecture & Design Film Festival…
Now, in its seventh year, the Architecture & Design Film Festival returns to New York, October 13 -18, with an invigorating selection of feature-length, short, and documentary films. Expect to be engaged and entertained by lively discussions with architects, designers, filmmakers and industry leaders. We caught up with Kyle Bergman, the founder and director of the Architecture & Design Film Festival.
Q: How did the festival get started?
A: I’m an architect by profession and I’ve always thought about the great connection between architecture and film. To me, they’re two sides of the same coin — architecture and film are ways for us to tell stories. They share similar characteristics, for one, they are both public acts. Both art forms consider light, scale, proportion, and it’s really a balance between art and science. Merging architecture and film was something that came natural to me. I really wanted to develop a film festival that engaged the general public as well as the design community.
Q: What is the film selection process?
A: We accept submissions year-round. We preview around 250 films and try to stick to a schedule of 25-30 films. However, this year we ended up with a selection of 33 films, which speaks volumes about the high caliber of submissions we received. Our selection process is “organic”, and we don’t adhere to criteria; we care more about how the films capture the creative design process.
Q: Were there themes that came together in making selections for this year’s programs?
A: No, we don’t start with themes, it generally evolves. But a Nordic theme became apparent when we were finalizing our program schedule. For instance, we’re showing Jytte Rex’s acclaimed portrait of the late Henning Larsen, and The Infinite Happiness, which features the giant 8 House designed by Bjarke Ingels. Festivalgoers may even detect mini-Irish and family themes.
Q: Can you describe the physical and emotional duress of putting on a festival like this?
A: I may disappoint you with my answer… I’m a firm believer that if you like what you do, you don’t even think about it.
Q: Tell us the best and worst part of your job.
A: The festival is something that I started, so I’m proud of that. But I would say the best part of my job is having the opportunity to increase architecture and design dialogue, and make it more appealing to a wider audience, not just for design professionals. Then, there are the filmmakers…I feel that the festival puts a spotlight on these talented filmmakers and showcases their passion and dedication to their craft.
Don’t miss out on the nation’s largest film festival celebrating architecture and design. Tickets and the program schedule are available here.
Summer is in full swing, but it’s not too late to start developing a solid business strategy for the Fall, so we’ll round out our snapshot of “A Three-Phase Program to Fast-Track Your Design Business for Profit.” Dr. Tami Hausman participated in the panel at the 2015 AIA National Convention in May, along with Lisa Henry, CEO of Greenway Group, and Steve Whitehorn, managing principal of Whitehorn Financial Group.
In this installment, Steve stresses the importance of strong relationships to build a successful practice.
Get into The “Relationship” Business
The financial success of any firm is built upon its personal relationships. However, many firms often fail to realize this basic truth. Firms spend an overwhelming proportion of their marketing budgets on the pursuit of new clients, rather than nurturing existing connections. This approach is outmoded and counterproductive, as projects from repeat clients constitute the majority of many firms’ businesses.
According to Donna Fenn, contributing writer for Inc. Magazine, acquiring new clients can be costly, while existing relationships are more reliable and profitable. In fact, repeat clients spend close to 70% more than new ones. By investing in its existing clients, firms earn trust and fortify alliances. For example, if an architect needs to renegotiate a fee during the design process, a long- term contact is more likely to give approval than a first-time client.
Trust, confidence and chemistry
Good relationships are about three things: trust, confidence, and chemistry. Firms benefit greatly from nurturing their best connections and letting go of those that aren’t working. If the chemistry isn’t there, then let it go. Parting ways with a big project client may seem counterintuitive. However, difficult clients waste resources and diminish profits.
If you’re still not convinced, think of it this way: The Economist’s “80/20 Rule” demonstrates that 80% of any businesses’ profits are generated by 20% of its customers. By keeping strong client relationships and discarding unprofitable alliances, firms free up time and energy to devote to their top 20% clients, resulting in greater financial stability overall.
Good relationships equal profitability
Architects can’t afford to spend time on projects that aren’t working, especially as they’re subject to unique pressures that often result in diminished budgets and strained cash flow. By recognizing that client relationships directly influence profitability and paying close attention to their best assets, firms can move forward with stability and confidence.
Steve Whitehorn is the author of the upcoming book, Ensuring Your Firm’s Legacy, and Managing Principal of Whitehorn Financial Group, Inc. The firm is the creator of The A/E Empowerment Program®, a three-step process that helps firms create a more significant legacy and empowers them to achieve greater impact on their projects, relationships, and communities.
Summer is the perfect time to do some strategic thinking, so we’ll continue our snapshot of “A Three-Phase Program to Fast-Track Your Design Business for Profit.” Dr. Tami Hausman participated in the panel at the 2015 AIA National Convention in May, along with Lisa Henry, CEO of Greenway Group, and Stephen Whitehorn, managing principal of Whitehorn Financial Group.
In this installment, “The Doctor” gives her prescription for communicating more effectively about your projects to win the next ones. And we’re particularly excited about this post because it’s the 200th for Design on the Haus. Go Team Hausman!
Communicate with impact!
Now that you have your strategic plan underway, you want to communicate more effectively. It’s essential to define your message(s) so you can differentiate your firm in the marketplace. Knowing your message or messages will point you in the direction that you want to go.
Mark Twain said that “Most conversations are monologues in the presence of witnesses.” But, sarcasm aside, clear and precise communcations is the cornerstone to any business. It sounds obvious, but we all know the kind of people who talk on and on and on and don’t listen, don’t we? My father calls these people “Books on Tape.”
But really good communication is a conversation between people. So whether you’re networking or selling or publicizing your work, you need to engage your clients and audiences – not talk at them.
This is particularly important in the AEC industry, because many clients do not understand exactly what designers do. It’s your job to educate them. The best way to engage with your audience is to provide information that they don’t already know. In other words, you should “teach not preach.”
Who are you talking to?
Keep in mind that you will never have just one audience, you have many. So your messages must be targeted to different groups, which include potential clients, existing clients, decision makers, your peers, and your broad network, among others.
What do communications with all these audiences have in common? That’s the golden rule of outreach, which is: It’s about them, it’s not about you.
First, they want to know that you understand their business. And, second, if you want to connect with them, there is no substitute for clear language that’s free of jargon. You also have to customize your language to your audiences, because different audiences will want to hear different stories about your work. The good news is that you can tell plentiful stories about each of your projects. It’s a great way to get wide coverage.
Make it matter
No matter what kind of outreach you do, remember that you must first, number one, support your strategic business goals. Focus your efforts on the PR campaigns that are going to yield the greatest results for you and your firm.
Second, use your resources wisely. Say, for example, you just finished a private house, but you’re really interested in designing hospitals. You need to decide where you should spend your time and money. You may not want to do a big campaign that’s focused on your residential work.
Last, you need to be timely. When you’re getting started to launch an outreach campaign about a project, always think big and be relevant. Connect the project to a holiday, a trend, a topical news issue, or an event.
One more good reason
Still on the fence? Here’s another good reason to do outreach: in most instances, your competition is probably already doing it. And if they are not, and you start an outreach program, it will put you that much ahead of the game.
We know that the summer is usually a slow time, but it’s exactly the right time to do some stratetgic thinking!
For example, have you ever thought about developing – and implementing – a goal-oriented business strategy? How you can communicate more effectively about your projects to win the next ones? Ways that you can develop a robust network that attracts the right prospects? If you have ever asked yourself these questions, we have the answers!
This month, we’re sharing a snapshot of “A Three-Phase Program to Fast-Track Your Design Business for Profit.” Dr. Tami Hausman participated in the panel at the 2015 AIA National Convention in May, along with Lisa Henry, CEO of Greenway Group, and Stephen Whitehorn, managing principal of Whitehorn Financial Group.
Lisa Henry is the CEO of Greenway Group. She enjoys developing strategies for architecture, design, and engineering firms that improve their business performance.
Strategic planning brings your daily actions into focus and ties them to something bigger – something that people at your firm can connect to and can get inspired by. The hardest part is always the beginning. You have to have the discipline to create the plan and give it as much attention and rigor as you would give any design project.
Your firm – and, in fact, all firms – need a Strategic Plan in order to:
- Identify how you provide value to your clients
- Present a vision of what your firm will look like in the future
- Establish medium- to long-term goals
- Define actions, accountability, and a schedule to achieve those goals
If you’re an owner or leader of your firm, then you have some serious reflection to do…especially as you get ready to prepare your plan. The key is to start out answering the big questions about your future. For example, you need to think about:
Vision development – Decide where you want the firm to be in in the long run. Answer that, and you have your Vision. And, above all, make sure that it inspires you and your staff!
Environmental scan – Analyze the state of the firm today. This process includes an in-depth assessment of the current strengths and weakness of the firm in the areas of finance, marketing, operations, professional services, and leadership. It also includes an in-depth analysis of the external forces and factors affecting the business of architecture and design, as well as the businesses of your clients.
Framework – Build an effective framework for developing a strategic plan that embeds a logic and organization into your firm. At Greenway, we use the Design Enterprise Model, which is comprised of the five elements that influence your business enterprise:
- Marketing: How you get the Work
- Operations: How you support the Work
- Design practice: How you do the Work
- Finance: How you measure and account for revenue and expenses, and how you assess risk
- Leadership: How the firm holds and ensures its culture, succession and evolution
Goals — Create goals (or strategic initiatives). We typically help our clients to develop their goals (or initiatives) within the structure of the Design Enterprise Model. It provides a sound framework.
Action steps — Finally, break down each goal into action steps and determine who will be accountable for each specific action step within a designated time frame. Your goals essentially serve as the basic agenda for regular leadership meetings. If there is trouble executing a goal, you will know it early and provide support, or adjust your course as needed.
Share the plan – Now, not only will your people know where the firm is going, they will know how it will get there, and what role they have in moving it strategically forward!
About Greenway Group For more than 20 years, Greenway Group has served as a trusted business management consultant to leading architecture and design firms throughout the world. In partnership with its clients, Greenway develops transformational business strategies and provides confidential counsel to deliver practical insights and actionable plans.
This month, we’re focusing on the experience of architecture. We welcome our special guest blogger, architectural historian John Kriskiewicz, Assoc. AIA, who takes us on a journey through two iconic New York buildings to illustrate his views on “architecture as experience.”
A native New Yorker, John holds a professional degree in architecture from Pratt Institute and is a board member of DOCOMOMO New York/Tri-State. Over the past two decades, he has taught courses focused on architectural and planning history at Parsons School of Design, The Cooper Union, Fashion Institute of Technology, Stern College for Women, and Manhattan College, while designing tour programs and lectures for many of New York City’s institutions and corporations. His many exhibitions and articles have revealed history and preservation issues to a broad audience. John admits to a special affinity for New York’s extensive infrastructure, as well as its Mid-Century Modern heritage.
“When I enter a dwelling, I experience atmospheres one after the other – sequences of light and shade, of narrowness and space. There is a scenography, a dramatic structure for the space. Architecture is great cinema.We design buildings like films, whose power lies in leading us through worlds and catching hold of our emotions.” – Architect Thomas Willemeit of the Berlin-LA-Beijing firm Graft , 2015
The importance of scenography and sequence was understood by architects trained according to Beaux-Arts philosophies at the end of the nineteenth and the early twentieth century. They knew this carefully choreographed procession through space as “marche”, the French verb “to walk”.
“Marche” is the sequence we experience at Carrère and Hastings’s New York Public Library of 1911 on Fifth Avenue.
Ascending a set of broad stone stairs, from the level of the sidewalk, to a spacious terrace, we are encouraged to pause a moment to take in our surroundings, just above the heads of the crowds on the avenue behind us. In front of us, we survey a wide, white marble façade. The triple arched entry beckons us forward, up a higher set of white marble stairs, to the entrance portico. Here we are in transition, neither quite inside nor out. Through a low bronze door we are compressed for a moment, then we are released into an eruption of space. Surrounded by creamy white marble lit by both electric and natural light that pulls us ever upwards, towards the vast reading room. This most spacious, brightest, most elaborate public space, is the heart and soul of the building.
Through this choreographed sequence of spaces, materials, and light, we’ve made a journey from the quotidian, into the realm of the intellect. An architectural metaphor for the process of enlightenment.
Often, the most dispiriting of architectural experiences is air travel. Eero Saarinen’s whimsical 1962 Trans World Airlines Flight Center, now part of Jet Blue’s Terminal 5 at Kennedy International Airport reminds us of a different era. In his words,
“We wanted passengers passing through the building to experience a fully-designed environment in which each part arises from another and everything belongs to the same formal world.”
Saarinen’s concept, provided the passenger with a similar journey from the everyday into the glamorous world of air travel. A “jet-age” reinterpretation of “marche”.
For this example I must revert to the past tense. There are plans, however, that may allow us to experience what was, once more.
New York International Airport at Idlewild, planned by architect Wallace Harrison as “Terminal City”, placed TWA at a prominent bend along the circumferential roadway.
Designed to be experienced first through the windshield of a private automobile or taxi, this location was critical to the initial experience. Like the Beaux-Arts Public Library on its broad terrace, we are given the opportunity to comprehend the whole from the roadway before we enter. The building’s iconic silhouette was both a progressive corporate symbol and widely understood metaphor for flight.
If architecture is “frozen music”, TWA is Bossa Nova. Like that lyrical fusion of samba and jazz, TWA is smooth, sensual, expressive and Modern. Thin shell concrete, sinuously forms a porte coche, as we stepped from the car. Through glass automatic doors into a day lit, sculptural space, matte white circular tiles grew into fantastic forms; bridges, terraces, reception desks, arrival and departure boards. Up a half flight to a “TWA red” carpeted terrace. There, a sunken, red upholstered seating area where we could pause to survey a panorama of jet craft, through a broad, curved glass wall.
No need to descend to the tarmac to then climb up a rolling stair to the entry door of the plane, like all other terminals of the day. Instead, we walked from the daylight of the terminal terrace through white tubes awash with a luminescence whose source is hidden beneath the crimson carpeted paths. Gradually ascending, our destination was momentarily hidden by the arch of the tube, and then revealed: the “flight wing”. Here once again, daylight poured through glass walls and “jetways” connected directly to the aircraft.
From automobile drop off to aircraft, a seamless journey, made memorable by attention throughout to space, form, color, material.
From different eras, designed for different functions, yet The New York Public Library and The TWA Flight Center share that unmistakable, memorable quality of architecture as experience.
The “experience” of architecture is multi-sensory. Visiting a building in person can evoke a complex set of stimuli and sensations, from how light enters the space to the way a stone floor “feels” beneath your feet. When it comes to promoting your work and trying to share this experience with the media, you can invite editors and journalists to visit in person. But how can you convey a similar experience of your project through other means?
Conducting a “virtual” tour of your project using video can be a great way to allow your audiences to experience your project. Even though your “guests” won’t physically inhabit the space, a virtual tour can provide an effective facsimile and may even entice them to visit in person.
Social media platforms that use video and live streaming can bring your projects to life and share them with a global audience. Users can virtually experience your project, and you can tell the building’s story in a three-dimensional way; this is something two-dimensional photographs can’t do.
Let’s look at a few ways you can share the experience of your projects with your fans, the media, and other audiences using digital and social media together.
Promote your project via a “virtual tour” using social media
Shoot a short video walkthrough of your project. Take the opportunity to highlight special features of the building. Next, post it on social media to give your audience an inside perspective of your project. This way, anyone can “visit” your project no matter where they are in the world. You can also send the video out to editors and writers as a way to introduce them to your project or even invite them to visit the project in person.
Online design publications love to post video because it generates clicks, so send them your virtual tour via direct Tweet; it’s a great way to get an editor’s attention. If you’ve planned a grand opening, in-person media tour, or other live event, a 30-second video posted to Twitter or a 15-second clip on Instagram can be an effective teaser to build interest in that event. Posting your video to all of your active social media platforms can generate broader interest in your project and give your firm greater exposure to a larger audience.
Use video to demonstrate special features
Using video, you can also highlight – and even demonstrate – important features of your project. For example, let’s say you your new project has a special daylighting system that adjusts windows and blinds to maximize the amount of natural light in the space. You can shoot a 30-second time-lapse video to show the movement of light within the space and how it changes throughout the day. This gives viewers a sense of what it’s like to visit and can encourage them to experience it first hand.
Hold a “virtual” media tour event via live streaming
Your favorite editor can’t make it to your live event? Then bring your live event to her! Using live-streaming apps like Periscope, you can share your media tours and grand openings with a wide online audience. Periscope blossomed from an idea that there is no better way to virtually experience a place in real-time than through live video. The best part is, you can download the app to your smart phone and carry it around with you during your event to share the experience of your new space with your viewers. Your viewers get to see what you want to show them, hear your thoughts about the design process and share in the live event; it’s as if they are there in person with you for a private tour.
While nothing will ever match what it’s like to inhabit a space first hand, experiencing architecture is no longer limited to visiting it in person. Because of new technologies, we can share and experience buildings, landscapes, and open spaces with anyone who can connect to the Internet from the comfort of their laptop or mobile device. So what are you waiting for? Get filming!
Photography is an essential marketing tool for architects, but too many firms fall short on photographically documenting their buildings. Architectural photography has the ability to show a building “in action” — demonstrating how people use and live in it, showing off programmatic elements and telling the building’s story. But you should take care that the images you show to prospective clients, as well as those you post on your website and share on social media, communicate both your project’s success and your strengths as an architect.
Many of your prospective clients may never visit your projects in person, and they may never see your space alive, filled with human interaction, and performing as programmed. Nor will they experience the sensibility of the space: the sculptural height of a room, the carefully conceived wash of light against plaster, steel, or stone. They may not witness firsthand the painstaking detail of a stair. Words can describe, and your enthusiasm can excite, but it’s excellent photography that will truly help you tell the story of your project — and thus create more opportunities for your firm.
The success of your practice lies in the photographer’s ability to translate your architectural craft into vivid images that reflect your aspirations and bring your vision to life. You are paying for a photographer’s experience to interpret the geometry of a space, to combine proper equipment and post-production savvy to get that final, sublime still image. The art of a good architectural photographer lies in her translation of how the eye reads the lightness and shadow, foreground and background and the sensual detail of texture. Although the iPhone takes great photos, you would be selling your work short by relying on snapshots for project documentation. So there is real value in hiring the right photographer to document your work.
Take a moment to review the photographs you are using to represent your work. Look at them as if you are seeing your projects for the first – or only – time, solely based on these images. Are they strong, vibrant, as-if-you-were-there images? Or are they too dark, blurry, or have an off-color cast? Furthermore, do these images show the technical beauty of your space or building, yet fail to capture the human side of what happens there, leaving images that read cold and lifeless, devoid of people and activity?
For me, what makes architectural photography really special is its potential to narrate a building’s story. Architecture has the capacity to affect society: to create better, more livable places and, thus, to improve lives. The challenge for the photographer is to reveal the building’s functionality and the social interactions of its users in a way that’s authentic and spatial. A good architectural photographer is not only a master technician, but also an excellent storyteller: she combines aesthetics with a journalistic eye so that captions are unnecessary.
When I shoot, I seek out spaces and places where people congregate, live, and work. To best capture the social side of the building, I try to inhabit the space for a while and watch the building function. From there, the challenge (and fun) is to capture a moment in the building’s life that represents how it looks every day, and to represent — to an individual who may never experience the project first-hand — how the architect and client envisioned it to function.
Hiring a photographer is how you close out a project. The space has been realized, the fees received and the creative energy of the architect is leaning towards the next project. In some cases, you may never step back into the spaces that you’ve designed. Your future work depends on how your past projects market your architectural skill. So before you leave your space finished, hire a talented photographer who can accurately document your work, the energy with which you have imbued it and your vision that created it.
Aislinn Weidele is the Director of Creative Services for Hausman LLC and an expert in architectural photography and graphic design. Top image © Aislinn Weidele/Gotham Projects; second image © James Ewing Photography; bottom image © Michael Moran/OTTO
May is National Photography Month, so we are going to explore how you can use professional and snapshot photography to promote your firm and projects on social media.
Using photos and imagery in your social media will boost your company’s virtual presence, promote your projects, and engage your audience. In fact, Tweets with images get 2 times the engagement rate of those without them. The following are a few strategies for using photography to communicate about your work.
Tell a story with your photographs. Social media platforms allow you to take your audiences – clients, colleagues, potential clients, fans – on a story-telling journey. Your followers want to see snapshots of your projects at every stage, from design concept through completion. Showing them your process through photos is a great way to show them your personality as a designer, what your office culture is like, who your employees are, and so on. Tell them a story with the photographs that you upload on social media channels like Instagram and Twitter. For example, you can choose a collection of project photos that represent your firm’s signature style and post them as #signatureproject. Or you could choose a different photo every day of projects, people, and places that tell a story about your firm and its work as #photooftheday. Whatever you post, choose photos that tell a story and share them!
Build your virtual portfolio. You probably already have a portfolio of your projects on your website. But you can also use platforms like Pinterest or Instagram to create a virtual project portfolio on social media and use it as an active way to engage your audiences. For example, you can create a Pinterest board to show off all of your projects in one typology such as healthcare or cultural buildings. In fact, the more boards you create the more opportunities you create for other users to pin your photos to their boards. Showcase your projects, from renderings to final photography. Optimize all the images that you upload and remember to link back to your website.
Take control of your firm’s existing presence on platforms like Pinterest, where users may already be pinning images of your projects. Photos of your projects may already exist on other people’s Pinterest boards. Take control of those images by re-pining to your board and expand your audience by following other users who admire your work. This will not only increase your exposure but it will also build your network.
You can also create a virtual gallery on Twitter. You can tweet links to your gallery and use it as yet another way to engage your audience and promote your projects.
Show the evolution of a project. You do not have to wait until the completion of a project to promote it. The power of social media, specifically Instagram, allows you to keep the conversation going, from planning to completion. Instagram is a good platform that delivers informal snapshots to your audience and gives them the opportunity to follow, share, and comment as a project progresses. Use Instagram to take your audience through the journey of your project and capture moments throughout the life of the project to tell a story. Choose a project in the beginning stages of design and show it’s progress by posting photos as the project progresses from concept to construction through opening day. Your audience wants to see photos of behind-the-scenes (you could use a hashtag like #bts), events, and people. Always remember that it’s important to use hashtags because they allow your tweets to trend on other users Twitter feeds, sparking new conversations and re-tweets.
So, whether it’s an informal snapshot of your team hard at work on your next design or a professional photo of a completed building, remember that using photography on social media has huge potential to engage and grow your audience.
“Can you fix my backyard?“
If you’re a landscape architect, you’ve had to listen to this question a hundred times. Your friends think your job is to prune their roses and mow their lawn. You may also hear, “Oh, you live in New York? There can’t be much work for landscape architects there.” In reality, major urban centers attract landscape architects in droves. Or, “Frederick Law who? You mean Central Park did not spring fully formed into existence?”
What steps, then, can a modest landscape architect take to educate the world about the role she is playing in the community’s quality of life and physical well-being and promote her work, all at the same time? How can she shed light on her widely misunderstood profession, in the process positioning herself as a thought-leader (without coming across as an egomaniacal self-promoter)?
How would she explain that landscape architects design anything under the sky – or even, in the case of New York’s planned Lowline park — under the ground? That plants are not a requirement of a design? That landscape architects remove toxins from rainwater, sequester carbon dioxide, prevent floods, alleviate drought, create shade, produce food?
She could start by checking out the tips in our previous blog posts. If, like many gifted designers, she is more visual than verbal, she doesn’t have to reinvent the wheelbarrow. The ASLA’s Public Awareness page is chock-full of beautifully designed, clearly written materials prepared by journalists, marketers, PR professionals, and landscape architects. You’ll find fliers and buttons, posters and video, even certificates of appreciation. You’ll find “Designed by a Landscape Architect” signs to install in your local spaces, and guidance on how to organize a landscape rededication ceremony. Get involved with your local ASLA chapter.
In her own community, she can visit schools, and involve kids in designing playgrounds or urban agriculture. She can join her community board, or give talks at her church, garden club, or design week event. She can contribute op-eds on a topic in the news, such as her city’s flood prevention strategy; write letters to the editor. Participate in Parklet Day by creating a pop-up park in a vacant parking space. Donate her skills: organize an Earth Day tree planting or pruning, or a screening of Frederick Law Olmsted: Landscape Architect in April (Landscape Architecture Month). Sketch with a group of friends in a public place. Strangers will want to know what you’re up to.
The possibilities are endless, so use your imagination and grow some of your own. The better the profession is understood, the better it is for your business, the community, the planet.
Editor’s Note: April is World Landscape Architecture Month #WLAM2015. In recognition of this month-long celebration, the American Society of Landscape Architects (ASLA) held numerous events to bring greater awareness to the discipline. As part of that effort, Dr. Tami Hausman, president of Hausman LLC, participated on a panel about social media for the ASLA NY Chapter. The following is based on her presentation.
One of the most important keys to marketing and PR, even social media, is that it’s about developing relationships. In fact, unlike traditional media where information is presented without interaction, with social media you can start and participate in conversations.
To be effective, however, social media must be part of an overall, integrated communications strategy. Integrated communications is a holistic approach that can help you in three ways:
- First, it’s proactive. Take clear steps to disseminate messages about your service and products.
- Second, it’s targeted. Focus on building relationships with people who are receptive to your messages.
- Third, it’s strategic. Articulate your value proposition and talk in your clients’ language so you connect with them.
So how can an integrated communications approach help your social media efforts? Keep the following strategies in mind when you’re writing your next LinkedIn post or drafting your next Tweet:
Address your various audiences. You will never have just one audience; you have many. So it’s important to remember that your messages must be targeted to different groups, which include:
- Potential clients
- Existing clients
- Decision makers
- Your own broad network of people
Focus the information you share and target it to each audience. Give them new information about your firm that will be useful for their business and what they do. And, if you really want to connect with them, you must use clear language that’s free of industry jargon.
Define your messages. It’s really important to craft your messages so you can differentiate your firm from your competition and define your identity in the marketplace. What makes you different from the other firms in your area? Are your firm’s principal’s hands-on and accessible? Are your designs traditional or cutting-edge?
Above all, remember that you’re selling landscape architecture services. So you need to be able to explain what you do to potential clients who may not have the knowledge of your field – or even what the difference is between LANDSCAPE ARCHITECTS and LANDSCAPERS. Don’t assume that your audience already knows your message. Be clear!
Get Visual. Visually based social media platforms are the places where landscape architecture firms can really excel. You can use Instagram or Pinterest, but now Twitter and even Linked In have added photo send capabilities, and Twitter is even adding the ability for you to tweet short videos. Statistically, it’s been proven that Tweets with images get the highest response.
The other reason that these social media platforms are so useful is that you can start a conversation about a project even while it’s in process. We all know it takes a long time for landscape projects to be designed, built, and then developed. But you don’t need to wait until your project is finished to start a Pinterest board or launch a campaign on Instagram.
Video is also really important because it allows you to actually describe a project in real time. It’s also a good way for people to get a sense of your “on-camera” style if you are trying to book speaking engagements or get interviewed on broadcast TV, for example.
Above all, remember to keep it brief. With social media, less is more. You have to be able to say what you want to say in just a few words or pictures. Make sure your message is focused, you know your audiences and you use all available channels for communication, as we’ve mentioned above.
Grab their attention and excite them with your dynamic projects and ideas. And, above all, be true to yourself: just as nothing beats good work, sincerity is the most effective tool you’ve got in your social media arsenal. Don’t forget to use it!