Design on the Haus
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!
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.
Whether you follow-up after a meeting with a brief, friendly email, send a client a card for their birthday, or simply pick up the phone to check-in and say hi, every “little thing” that you do to reach out to clients, colleagues, and journalists can help strengthen your professional relationships. These seemingly small actions place you top-of-mind not only with people that you want to do business with, but also with those who can help build your influence. Here are some “little” tips to help build your relationships and get larger returns as a result.
Use a personal touch. In today’s world of e-mails, texts and tweets, don’t underestimate the value of a personal phone call. Take time every so often to pick up the phone to say hi to a prospective client or to catch an editor up on your latest project. You can also stop by a client’s office to say hello or drop off a small token of appreciation you’ve picked up during a recent trip. The idea is that you let people you know know that you’re thinking about them and that they are important to you.
Perfect your timing. Reaching out is important, but don’t forget to factor in when you should be reaching out. Don’t just get in touch with writers and editors when when you want them to write about you or cover your project. Instead, suggest meeting for a coffee to talk about the stories they are covering, your treat. Make a friendly introduction to a third party that shares common interests with your writer friend. Send a thank you note and connect on social media by sending a LinkedIn invitation within 24-48 hours after your meeting. On the other hand, if you know the person is swamped, don’t pester them to meet or call them, they probably don’t have time to talk to you. People appreciate it when you have a sense of their schedule and you work around it.
Socialize on social media. Social media is an essential tool for successful marketing. You can share your work and ideas in real time, while simultaneously making connections with other design pros. Maintain an active Twitter and LinkedIn account and open up communication channels with writers, peers, and potential clients. Connect with, or ask for an introduction to, those folks you want to know. Familiarize yourself with journalist’s Twitter handles and say hi once in awhile. Of course, don’t forget to mention your latest project, too!
Really get to know them. If you take the time to find out what’s important to the people you want to connect with, your chances of establishing professional relationships with them will increase. That means understanding who the journalist is and not just what publications they write for. Make a list of personal as well as professional data about each person, ranging from their alma mater to their extra-curricular accomplishments to what non-work-related subjects in which he or she is interested. If you demonstrate that you know details about the person’s life outside work, it shows you’re interested in building a mutually beneficial relationship.
Strong professional relationships don’t happen overnight. It’s worth investing the time to develop real, lasting relationships with editors, writers, potential clients and peers because it builds a foundation that’s beneficial for your business in the long term.
Dale Walker is the Director of Communications at Francis Cauffman, a Philadelphia and NYC based architecture firm that has supported its clients since 1954 with innovative architecture, planning, and interior design services. With close to three decades of experience in marketing and communications for the AEC industry, Dale’s expertise includes marketing and proposal strategies, positioning, competitor analysis, collateral development, budget development and administration, as well as networking training.
By Dale A. Walker, CPSM, Director of Communications at Francis Cauffman
You made it through the first hurdle and agreed that you need a PR program. Your next big decision involves how to implement the program. There are a couple of different approaches: you can assign the task to an internal staff member and/or hire a new staff member, or you can hire an outside PR firm. Each has pros and cons. I will give you my experience with both.
PR as an internal function
The internal staff member will have access to all the latest and greatest as it relates to the inside information you are hoping to publicize. This includes images, descriptions and direct access to your key team members. The internal staff person can multitask, giving you expanded options, because he or she can also help out with other roles in your communications department. Just a word of caution here: this same pro can be a big con. If the team member is pulled into too many additional duties, then the PR program can wind up taking a back seat and your desired goals will suffer. Remember, if the effort is not consistent, the same will be said for your results.
One other note, most publications know that you want your information to be published. They may dismiss an internal effort on your part as self-promotion versus, say, getting the same information from an expert in the field.
PR as an outsourced service
If you have made a wise selection, the PR firm that you hire will already have solid industry contacts and can help guide you through development of your specific plan. Together, you will create and establish a budget based on the activity level that your plan requires. This can begin small and grow until you feel you have found the right balance between results and desired exposure.
The outside PR firm will be able to make this a consistent effort: this is what they do, and there will be no interruptions or loss of momentum.
Next, you need to make all your resources, images, descriptions, and experts available to your outside team. Your outside consultant will help give you more credibility in the marketplace since their team will work their relationships to promote your firm, and results will usually happen on a more accelerated scale.
In summary, don’t worry about how big or small your budget is. This is just the beginning and, regardless of the direction your take, this will be the starting point. Even if you just have a small budget, I recommend working with an outside consultant. Their energy and effort will maintain a consistent level of exposure and credibility. You will achieve much more in a shorter time frame.
There’s no better way to start the New Year off than perfecting your firm’s PR strategy. The first step to improving your firm’s communications plan is developing a clearer understanding of what PR is and what it can do for you. We’ve put together a mini pop quiz of several common misconceptions of PR. How well do you think you’ll score? Take our quiz below to find out.
True or False: Use as many social media platforms as possible to promote your projects.
FALSE. Social media may appear daunting at first, especially when it seems like new platforms are launching everyday. It may be tempting to set up as many profiles as possible in the hopes of reaching a wider audience. However, there’s a reason the phrase “less is more” can be applied to most situations and social media is no exception. It’s important to choose the platforms that will best reach your target audiences. Factors to consider include the amount of time you will spend updating your profiles and also which ones your target audience will be using most frequently. For example, Instagram would be ideal for showing your firm’s creativity through images or short videos as a way to engage with your audience. Remember that it’s the way you use your social media platforms that matter, not how many you use.
True or False: Designing a great building means your firm will get noticed immediately.
FALSE. Your latest project may be the best work your firm has ever done, but that doesn’t guarantee that you will get top press coverage overnight. Quality press coverage requires solid strategy. Developing an effective PR campaign for your firm and projects takes time and starts months before the actual completion date. Getting the word out about your work should start long before the project is finished, so it is helpful to establish a schedule for all press related activities. For instance, update your social media profiles regularly with photos of the project on its way to completion or alert the press to key milestones during the construction process. Sending out a media alert or press release about your project’s topping out or groundbreaking can be an effective way to getting media attention well in advance of the project’s completion.
True or False: If an editor doesn’t answer your follow up about a project, it’s helpful to reach out again.
TRUE. If an editor hasn’t answered your follow up about your latest project, it doesn’t automatically mean they’re not interested. Editors are extremely busy people, and many receive hundreds of emails a day. The key to grabbing an editor’s attention is to find new ways of pitching your project; don’t just repeat the content of your last email. Remember to keep your emails concise. Make the most important information easy to find by leading with it or putting it in the first few sentences.
True or False: Social media is impersonal and time consuming.
FALSE. Social media offers a great advantage in showcasing your firm’s personality by engaging your target audiences with a quick “behind the scenes” look at your firm. You can offer brief and personable updates—providing insight into your firm and work—that don’t need to follow the formalities of press releases or media alerts. For example, tweet about what stage your latest project is in or update your LinkedIn with a status on the latest conference at which you’ll be speaking. Updating your profiles just once a day or a few times a week takes only a couple minutes out of your day, but can help keep your firm’s name top-of-mind with clients and target audiences.
True or False: Developing relationships with the media is not as important as sending out lots of press releases.
FALSE. To create meaningful exposure for your projects, quality content is essential, not the number of press releases you send out. It’s important to keep in mind that while reporters might not cover a story the first time you pitch to them, maintaining regular contact with them can help lead to an exclusive story down the line. That’s why building a professional network of media contacts is so important if you want to get the right kind of press. By establishing a solid rapport with an editor, it will increase the odds that he or she will remember you the next time they’re looking for a story on a specific type of project.
The New Year is only days away! While you’re making your list of personal resolutions, why not take this opportunity to think about what you can do to improve your business next year? Since our theme for December was branding, we’ve put together some resolutions that you can enact in 2015 to strengthen yours. To take your brand to the next level in the coming year, resolve to:
Analyze. Conduct a one-day workshop with your firm’s key leadership to analyze all available information about your company. Review everything from your mission statement and core values, to your list of services and marketing initiatives to date.
Use this workshop to help define/re-define your brand. For example, through discussion you may find that being a trusted advisor is an important value to you, your team and your clients, but your published list of core values doesn’t mention it. Try to find other areas where your messaging and branding do not accurately portray your firm’s values or identity.
A review of your website and other visual marketing materials, such as your logo, may also be helpful. Are they effective? Do they express your firm’s identity? Pinpoint what could be improved upon or changed entirely. After this meeting, use the information you have gathered to tweak, adjust, and further define your brand, messaging, and marketing materials.
Discover. Perform some in-depth research and analysis to understand your firm’s respective markets and services, including interviews with your firm’s key leadership and clients, audits of your visual marketing materials and website, and a review of your competition’s brands.
Internal interviews help you better understand how your team is talking about your firm, and how they are presenting your brand to clients and prospects. Client interviews will help you understand how they perceive your firm and services in the marketplace.
Finally, take a look at what your competition’s brands are like and how they are perceived in the marketplace. What are successful elements of your competition’s brands? How can you present your firm in a different, more effective way than they do?
Communicate. Following your brand analysis, interviews and audits, reconvene your team to discuss what you’ve learned about your firm, your competition, target audiences, and internal/external perceptions of the company. Use this information to develop new internal and external messaging, including a new or revised mission statement for your firm, a tagline, and key messages for different audiences and regions. Decide what you’re going to do to strengthen your firm’s visual brand identity – including changes or updates to your website, logo, and marketing materials. (If you don’t have the services in-house, consulting a graphic designer can be very helpful at this stage.)
Strategize. Next, develop a new strategy for your new brand. Determine which clients and market sectors you are going to target with your new branding. Maybe you find that your target audiences have changed over time, and the majority of your work is coming from a different sector than you had originally targeted. Develop a strategy to adjust your marketing focus and reach your new target audiences through revised messaging, social media, visual marketing, and other business development initiatives.
Activate. Take action with your new brand! Make sure your new mission statement and core values are prominently displayed on your website. Launch a new digital marketing campaign to announce your new branding with an e-blast newsletter series. Start a blog and focus your posts on topics that are of interest to your target audiences. Display your tagline on all company e-mails and marketing. Reinforce your key messages in all your correspondence, social media, and marketing materials.
While defining your brand is not a simple task, it is essential to your long-term success. Just as with all New Year’s resolutions, if you’re consistent and take our suggestions step-by-step, you’ll be well on your way to a strong, effective brand and a prosperous 2015. Happy New Year from all of us at Hausman LLC!
As Andy Williams’ iconic holiday song goes, it’s “the most wonderful time of the year” once again! This month, our topic is branding, so we thought we’d discuss one of the strongest brands ever – Santa Claus. We can all learn a lot about branding from Ol’ St. Nick and we’re going tell you why.
What makes Santa so special? Certainly, his enchanted sleigh pulled by eight flying reindeer– make that nine, including Rudolph – is one sweet ride. He’s obviously got his logistics and technology in sync, with throngs of magic elves to staff his manufacturing and deliveries. UK ad agency, Quietroom, has produced a fantastic spoof brand book, outlining the formula and guidelines the jolly old elf might have developed to solidify his magnanimous brand power. But there’s more to Santa than all those jingle bells and whistles, and all joking aside, there are several reasons why Santa Claus really is a strong brand.
First off, let’s define what a brand is. In a recent article, Forbes contributor, Jerry McLaughlin writes that a brand is “the perception someone holds in their head about you, a product, a service, an organization, a cause, or an idea.” To build a solid brand, he explains, you need three key components: what, how and feeling.
With Santa, the “what,” or in his case “who,” isn’t hard to define. In the most basic, perfunctory of definitions, he brings gifts to good children on Christmas Eve; he’s a service provider. But beyond that, it’s very clear who he is, what his mission is and the values he stands for.
Santa is the embodiment of generosity, goodwill, and the spirit of giving. He’s tirelessly dedicated to his mission, and he consistently exercises fairness in judgment. These qualities clearly express who he is and what he stands for and they define his identity. As a result, his brand resonates with people from all over the world.
And how does he accomplish this solid brand identity? Well, one way he does it is by being consistent. With Santa, you always know what you’re going to get: a jolly, happy, loving, giving, magical old guy. He’s friendly to everyone and everyone wants to be his friend; not just because he brings gifts, but because he’s, well, authentically himself. He’s eternally both child-like and fatherly at once, a character whose warmth and charm are gifts in themselves. And no matter what the temperature outside, he wears the same signature uniform that’s instantly recognizable from Sydney to San Francisco, Bombay to Buenos Aires, or Milwaukee to Moscow. Even celebrities understand the benefit of mimicking his brand. When was the last time you saw Mariah Carey – the undisputed Queen of Christmas – dressed as the Ghost of Christmas Future? Even in fishnet stockings and a short skirt, a Santa hat can make any dicey diva seem wholesome.
Lastly, his brand is palpable and it creates a positive feeling in his target audiences – parents, little kids, teens, old folks, everyone. His image is the ultimate warm-fuzzy-inducer to kids of every age, for a range of reasons from naïveté to nostalgia. It’s no surprise that commercial companies and charitable organizations from Coca-Cola to The Salvation Army use his image to sell their products and raise billions in charitable funds. And even though you rarely see him in person – and even then, only once a year – you know you can count on him. He’s dependable and that creates a sense of security and a feeling of familiarity and deep satisfaction.
So the next time you see him at the mall, or lit up by a million lights on someone’s front yard, contemplate the notion that Santa may very well be the world’s most effective brand. Then, think about how you can become more like him: Define who you are and what you stand for. Differentiate yourself from your competition. Be dependably consistent with your messages. Build emotional connections with your target audiences that will, in turn, create a positive feeling that they will associate with you and what you do. We always knew Santa was a great role model. Who knew he was a great brand model too! Happy Holidays and happy brand building in 2015!
Editor’s Note: Introducing a brand new column by our very own Dr. Tami Hausman, where she offers practical integrated communications advice to AEC professionals. If you have questions for the Doctor, don’t hesitate to send them to firstname.lastname@example.org. The Doctor is in!
I am an architect with ten years of experience who recently opened my own architecture firm with three colleagues. Each of us comes from large, well-known firms with very high profiles, so getting press for our projects was relatively easy.
Now that we have our own firm – although we have strong connections – we are relatively unknown. Going forward, how can we best approach the media to get noticed and get more work? While we have set some funds aside for marketing and publicity, as a small firm we do not have unlimited resources for these activities at the moment. Where should we start?
Building from Scratch
Dear Building from Scratch,
Well, the first thing I have to say to you is: Congratulations! Starting your own firm is a big leap, and it’s not always easy. It’s important that you recognize the need for outreach to make a name for yourself. Building your reputation, and your influence, is key to building a healthy practice.
So what is the prescription for success? There are a number of things that you can do immediately. First, make sure that you and your partners are speaking with one voice. That’s critical, because you need to communicate clearly about what kind of projects you want to do and where you want to practice (regionally, nationally, globally). Get that elevator speech down pat so you can explain to a potential client why they should hire you, not your competition. And don’t forget to throw a small party to celebrate your new office and make sure everyone knows about it!
Young start-ups don’t always have a portfolio of built work, but there’s no need to worry: editors are always on the lookout for news stories, so send out those renderings even before a project is complete (make sure you have client approval, of course!). If you have some really good projects in the works, set up a meeting with a design editor and show them what you’ve got. You can also take advantage of social media to build a following for your ideas and projects – it’s free and doesn’t need to monopolize all your time. And, finally, make sure you get out and about by attending events where you may meet potential clients. Even in this digital age, nothing beats the opportunity to connect with people face to face.
The scary truth about using social media is that it’s not as hard as you think. It’s up to you to decide how you want to use it and which platforms suit your firm best. Social media is an essential tool for successful marketing efforts. Design professionals can share their work and ideas in real time, while simultaneously making connections with one another. Once you start to integrate social media, an inactive social media platform will be about the most frightening sight you’ll see. Here are some tips for how to scare away those communications ghosts that may be lurking in your closets.
Don’t be scared, it’s easier than you think. Twitter and basic LinkedIn accounts are free. They are fast and inexpensive ways to open up communication channels with professional peers and potential clients you don’t know and those you already do. It doesn’t cost anything to maintain, so there’s no need for those hairs on the back of your neck to stand up! If you’re nervous about handling multiple social media accounts at once, consider using dashboard applications such as TweetDeck and Hootsuite to help organize your social networks and make posting a little easier.
You can network quickly. A popular social media platform like Twitter allows you to share information about your work and firm in real time to your followers. Use #hashtags to share your tweet information with an entire Twitter network of like-minded people looking to engage on a similar topic. LinkedIn is an interactive way to make those same connections in a more professional online setting. Do you feel like a petrified mummy about sharing information because you fear it could be misinterpreted? Don’t worry. What’s valuable about social media is that it’s more personable and there are fewer formalities than traditional forms of communication, so leave the dark side and come see the light!
There are design-specific platforms. If it feels like you’re stepping into a house of mirrors and you don’t which way to turn, don’t be afraid! There’s no reason to fear that social media is not geared to the AEC industry because online platforms exist specifically FOR the industry. Useful AEC-centric social media sites include Architizer, Houzz, and Honest Buildings. Each of these web platforms is user-friendly and many have guides to walk you step-by-step through the sites. Their large online communities allow firms and professionals to showcase their projects, and many offer easy-to-navigate forums for exchanging ideas and making connections.