Virtual Convention REBRANDING
Media Kit and Marketing Strategies
CONTENTS
AGENDA 03. AIAU 04. MARKETING 08. ADS 02.
TEXT ADS PHOTO ADS POST CARD SERIES SITE ADS 16.
REPOSITIONING
AGENDA ISSUE Generating an updated brand for an AIA online/on demand continuous learning program as a clear separation from the AIA Convention brand. To reach a wider audience and collect all educational resources under one identity/program to increase accessibility, member value, and efficiencies.
POSITION A successful rebranding of AIA Virtual Education must create brand awareness and establish habit of visitation amongst users. Major selling points should continue to be accessibility and ease of use at all times. In order to propagate ideas of member value and accessibility, it is necessary to gather AIA educational resources into an educational hub. There will then be a greater need for cross departmental collaboration.
EXECUTION A series of conceptual visuals and marketing strategies. Refinement of strategies and an eventual overlap with AIA Repositioning efforts.
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VIRTUAL CONVENTION REBRANDING
AIAU
The proposed brand is AIAU [AIA University]. A University program for continuing education is a common format amongst other continuing education networks. The University brand involves establishing a comprehensive and all encompassing ‘learning center’ for educational resources to satisfy accessibility needs. AIA/CES Providers as well as AIA members have already expressed interest in a more unified edcuation program under the title of University to match the learning centers found through McGraw Hill and Hanley Wood. The AIA is considered the ‘gold standard’ for many of its resources, from valuable continuing education content to up to date contract documents. In order to maintain a high standard expected by our members, there must be a unified brand which is easily available for all architects and industry related professionals which comprise the membership or our organization, professionals who rarely have time to focus on education. AIA/CES by rebranding and implementing a unified learning center program can offer a new business model through AIAU, an easily regognizable brand which can assure quality education all in one place.
VIRTUAL CONVENTION REBRANDING
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MARKETING STRATEGIES MOBILE APP The average cost of a mobile application for a smart phone is $6,453. Currently in our post-internet age, all professionals travel with either a smart phone or a tablet computer. A mobile app would optomize accessibility and range of use. Technological opportunities presented by a mobile app also include the possible expansion of membership demographic and brand awareness amongst the emerging professional contingent.
WEBSITE In order to promote a rebrand amongst current users the AIA can create a separate site for educational resources or a level 2 page on the main site. This new educational product should also make use of Twitter, Facebook, and LinkedIn to expand outreach to the existing professional audience.
INVISIBLE MARKETING A great marketing campaign inspires trust in a product and can do so by establishing some form of connection whether emotional or intellectual. In this vain, the best and sometimes most effective marketing is not seen. An efficient method can be to turn current popular and trusted members as well as the AIA/CES network of providers into “grassroot� promoters. Word of mouth or simply one customer speaking about a product to another customer can begin a trend. Because many aspects of business can currently profit from social media, creating trends or audiences are extremely powerful forms of promotion for an unknown brand.
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VIRTUAL CONVENTION REBRANDING
PARTNERSHIPS Establishing a partnership with other industry-related organizations can help to expand market potential. Possible partnerships can be: An extension of current connections with Hanley Wood or Blue Sky - New relationships with organizations like NCARB, AIAS, and ACSA can open the brand to a younger contingent.
NEW MARKETS Emerging Professionals - Enrolled or newly graduated architects starting the IDP process. The recent recession places pressure on new graduates to excel in interviews by producing standout resumes and credentials. Many of these young architects are opting for accumulating designations such as LEED AP or LEED AP BD + C to appeal to employers over the typical applicant. This market type would be the most apt to engage digital interfaces. Non-members - The potential of a rebranded educational resource center lies in the value offered to members. This kind of ease in accessibilty can appeal to non-members looking for a program that can fulfill state licensing or MCE requirements. New Providers - Online educational formats can open up the potential for a new subscription type for AIA/CES providers. Providers can take content they have generated and submit it for hosting by the AIA at a cost. This transaction can help providers, specifically mid-small size, make the leap to a more digital/online interface which is more accessible and can lead to greater or more frequent business.
VIRTUAL CONVENTION REBRANDING
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MARKETING STRATEGIES PRINT Any print media generated can be distributed in a number of ways. Information can be sent to be displayed by AIA chapters and components. Exposure of a new brand through a new member welcome package can also be beneficial - this can involve a free or promotional code for specific educational resources. Quarterly updates through informational booklets or other media can help the brand maintain presence amongst members. Finally, ads can be displayed through ARCHITECT magazine, currently the official magazine of the AIA.
EMAIL Email marketing (Blast E-mails) can be most useful when driven by monthly usage reports and trends. The traditional email format should also be updated to be more interactive by included social media share icons and embedded course clips.
PROMOTIONAL PLANS Unique promotional campaigns can help promote a brand in interesting and lasting ways. Postcard series - Collecting unique items is a novelty for many people, specifically architects. A postcard designed with vanity images can appeal to the ‘pretty picture’ factor. This can be a great way to promote the brand by creating anitcipation for the next deliverable. A promotional code can be attached to the post card to ensure a new user everytime a new card goes out.
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VIRTUAL CONVENTION REBRANDING
PROMOTIONAL PLANS Content Showcase - Paired with an eventual launch, all courses are made available at a fee. Facebook ‘Like’ Campaign - Some current successful promotional campaigns make use of social networking sites like Facebook. Users visit a page related to the product and are encouraged to ‘like’ the brand in order to be considered for or receive a range of benefits/prizes. The reward prospect flocks Facebook users and already interested users to commit to a product in a relatively easy way. Functionality on most social networking sites allows for this interaction to be recorded and displayed on pages creating exposure/awareness for other users with small effort. Gimmick Survey - Surveys are important for both demographical information and preference based information. Gimmick surveys like those found on novelty websites or social networking sites make use of ‘trojan horse’ marketing. Users are encouraged to take a quiz where results can produce conclusions such as ‘What type of architect are you’, ‘Are you left or right brained’, or ‘What is your design IQ’. These questions are carefully crafted to extract information used in personas and psychography which can offer more specific information on a market that is being sought or developed.
VIRTUAL CONVENTION REBRANDING
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ADS GRAPHIC ELEMENTS
AIA RED - PANTONE RED 032 C= 0 M=90 Y= 86 K= 0 R= 244 G=42 B=65
HELVETICA CONDENSED HELVETICA CONDENSED MEDIUM HELVETICA CONDENSED HEAVY HELVETICA CONDENSED BOLD HELVETICA CONDENSED LIGHT HELVETICA CONDENSED ULTRA LIGHT HELVETICA CONDENSED THIN
AIAU 08
It’s all here.
VIRTUAL CONVENTION REBRANDING
A01_
LEARN.
Matrix Ad - Displaying images from Virtual Convention Courses in a field. Arrangement uses images owned by the AIA. Imagery encourages and mirrors the process of shopping for courses at one’s convenience, seamingly a supermarket for education.
A02_ "*"6 -&"3/ %*4$07&3 "$)*&7&
‘It’s All Here’ - Tagline for AIAU to promote the ease of accessibility and abundance of resources available to members.
A03.4.5._
DISCOVER.
Text Ads - ‘Learn, Discover, Achieve’ Simplistic and minimal adverts which make use of verbs and active language to encourage participation and interest. The words ‘Learn, Discover, Achieve’ are also descriptive of a main educational mission for an AIA unified resource center.
"*"6 -&"3/ %*4$07&3 "$)*&7&
ACHIEVE.
"*"6 -&"3/ %*4$07&3 "$)*&7& VIRTUAL CONVENTION REBRANDING
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A06_ Photo Ad - Displays a young woman on her tablet computer in the middle of a park laying in a field. The ad relates and inspires a sense of leisure behind accessing educational resources through the AIA in hopes to mitigate the stigma of fulfilling MCE requirements perhaps to encourage curiosity and circumvent procrastination for most member architects.
AO6
AIAU
10
Wherever. Whenever.
VIRTUAL CONVENTION REBRANDING
A07_ AO7
Photo Ad - Displays a young man on his laptop in the park on a bench. The ad relates and inspires a sense of leisure behind accessing educational resources through the AIA in hopes to mitigate the stigma of fulfilling MCE requirements perhaps to encourage curiosity and circumvent procrastination for most member architects.
AIAU Wherever. Whenever.
A08_
AO9
Photo Ad - Displays a diverse group of people engaging each other and their smart phones in a cafe setting. Represents an informal gathering of professionals accessing AIA resources.
A09_
AO8
VIRTUAL CONVENTION REBRANDING
AIAU
Learn. Discover. Achieve
Photo Ad - Displays a field of images from Virtual Convention courses overhead as a representation of content accessed by the group - numerous options.
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AIAU
It’s all here.
ORIGINAL
AUTOCAD
BAS RELIEF
CHARCOAL
AIAU
It’s all here.
COLORED PENCIL
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EXTRUDE
VIRTUAL CONVENTION REBRANDING
GRAPHIC PEN
NEON
PHOTOCOPY
POINTILISM
P01.2._ Postcard Series - A simple image composed of several graphics from Virtual Convention resources and presentations. Original image is graphically altered to create a range and variation of images to create a series. Postcards are mailed out to members as reminders of resources available - can also be an opportunity to offer promotional content. TV
VIRTUAL CONVENTION REBRANDING
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Wherever.
AIAU Wherever.
Whenever.
Whenever.
AIAU
Wherever.
Whenever.
AIAU
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VIRTUAL CONVENTION REBRANDING
Wherever.
Wherever.
Whenever.
Whenever.
AIAU
AIAU
S01_ Site Ads - Display architecturally and touristically iconic locations during the day and at night. The tag line ‘Wherever. Whenever.’ in conjuction with the imagery suggest the potential of accessing educational resources and online courses wherever one may be and at whatever time necessary. The majority of member architects and industry related professionals have very busy schedules, constantly travel, and have very little time to properly sit down and take a course towards MCE fulfillments. The AIAU service offers the flexibility members find necessary - the ability to fulfill requirements for state licensing whether in the office or on the go without worrying about neglecting revenue-producing work.
VIRTUAL CONVENTION REBRANDING
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REPOSITIONING
The proposed brand is AIAU [AIA University]. A University program for continuing education is a common format amongst providers. The University brand involves establishing a comprehensive and all encompassing ‘learning center’ for educational resources to satisfy accessibility needs. AIA/CES Providers as well as AIA members have already expressed interest in a more unified edcuation program under the title of University to match the learning centers found through McGraw Hill and Hanley Wood. The AIA is considered the ‘gold standard’ for many of its resources, from valuable continuing education content to up to date contract documents. In order to maintain a high standard expected by our members, there must be a unified brand which is easily available for all architects and industry related professionals which comprise the membership or our organization, professionals who rarely have time to focus on education. AIA/CES, by rebranding and implementing a unified learning center program, can offer a new business through AIAU, an easily regognizable brand which can assure quality education all in one place. The ‘Repositioning’ of the AIA involves a number of issues that have affected the organization for a number of years - transparency, promotion, and development. The AIA has plateaued and is looking for a new format and business style to reinvigorate the services that it can offer its members and the profession of architecture in order to better resonate with its main vision and mission. Currently, the AIA lacks a sense of transparency amongst not only its current contigency and the profession of architecture but also with the new generation of young architects entering a tumultuous profession. Promotion is a business concept which runs in tandem with the idea of transparency - in lay terms if no one knows what we do or what we stand for why should anyone care? Consequently, the AIA seeks to reestablish its position as an advocate for the profession of architecture through ‘Development’ - development of content, development of standards, development of quality, but potentially the most important, development of purpose. The AIA has always been the ‘golden standard’ for the architectural sphere. Though the organization is faltering, mirroring the status of the profession, efforts should revolve around building basic foundations shaped by content and member value. An initiative like AIAU can offer the necessary stimulus that the AIA needs. Only after a successful restructuring can the AIA then begin to work on issues of advocacy and transparency for the profession, to inspire, and to reintroduce purpose and agency into the profession of architecture. 16
VIRTUAL CONVENTION REBRANDING
The American Institute of Architects, William Murillo 2012