im_presentation_2015-03-16_rdx

Using Integrated Marketing Techniques to Maximize Marketing ROI

STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT

#IntegratedAECMarketing

How A/E/C Firms Define Sales & Marketing?

• Used interchangeably

• Thinks of Sales as Business Development• Thinks of Marketing as Proposal Production

• Often the two do not talk to each other

• Considered to be “Overhead”

• Low Accountability

• Traditionally “Outbound” Focused

What is Integrated Marketing?

Getting the most out of your marketing investment.

OUR DEFINITION

WHY DOES THIS MATTER?

• High cost of client acquisition

• Long sales cycles

• Most sales require a minimum of 7 touchpoints

• Aggressive thought leadership race

TRADITIONAL / LINEAR MODEL

LINEAR MARKETING

PUBLIC RELATIONS

TRADESHOWSCONFERENCES

SPONSORSHIPS SALES / LEAD GENERATION

SOCIALPAID ADVERTISING

DIGITAL MARKETING

COLLATERAL

LINEAR MARKETING

PUBLIC RELATIONS




DIGITAL MARKETING

COLLATERAL

LINEAR MARKETING

PUBLIC RELATIONS




DIGITAL MARKETING

COLLATERAL

INTEGRATED MODELINTEGRATED MARKETING

MAXIMIZEROI

STRATEGICGOALS

D

IGITAL MARTETIN

G

SOCIAL

SALES / LEAD GENERATIO

N

SPONSORSHIPS

TR

AD

ESHOW / CONFERENC

ES

PUBLIC RELATIONS

PAID ADVERTISING

COLLATERAL

WHO DOES THIS APPLY TO?

• All Companies (Large & Small)

• Big Budgets

• Low Budgets

• Long Lead Times

• Short Turn-Around

Show Me the Proof

Utilize tradeshow activation as lead generator for business development.

BUSINESS OBJECTIVE

C ASE STUDY #1:

DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING

PRE-SHOW MAILER

DESIGN COMPETIT

ION T

RADESHOW BOO

TH

SURVEY

LEADS

SALES CALLS

PU

BLISHED RESEARCH

NEWSLETTER

TRADE MEDIA

CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING

TRADE SHOW

300Surveys

30Qualified Leads

$160MILLION

New Projects

RESULTS

CASE STUDY #1: DESIGN/BUILD FIRM INCREASES MARKET SHARE IN STUDENT HOUSING

Position the firm as the pre-eminent program manager in the Healthcare, Higher Education and Private K-12 markets.

BUSINESS OBJECTIVE

C ASE STUDY #2:

PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND

DIGITAL

O

RIGINAL CONTENTCURATED CONTENT

E-MARKETING SOCIAL

CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND

WEBSITE

CASE STUDY #2: PROGRAM MANAGEMENT FIRM LAUNCHES REBRAND

INDUSTRY NEWS CENTER

ORIGINAL CONTENT

SHARE CAPABILITIES

Increase market share with Architects.

BUSINESS OBJECTIVE

C ASE STUDY #3:

MEP FIRM BRAND AWARENESS

SOCIALCOLLATERAL

PAID ADVERTISIN

G

TRADESHOW

PUBLIC RELATIO

NS

SPONSORSHIPS

EVENTS

MERCHANDISE

DIGITAL

CASE STUDY #3: MEP FIRM BRAND AWARENESS

WEBSITE CONTENT MANAGEMENT


E-BLASTS

Jordan & Skala Helps Hearthside Brookleigh Obtain EarthCraft StatusJordan & Skala Engineers recently helped Norsouth Development create Hearthside Brookleigh, a $15.7 million EarthCraft

Multifamily certified, 121-unit senior apartment community in Northeast Atlanta.

LEARN MORE

A T L A N T A O F F I C EWE LISTEN. WE COMMUNICATE. WE ADAPT.

Ⓒ 2013 JORDAN & SKALA ENGINEERS


SOCIAL MEDIA ENGAGEMENT


PRINTED COLLATERAL

REFERENCES

THE VUE Charlotte, North Carolina$148 MILLION

SOVEREIGN TOWER Atlanta, Georgia$140 MILLION

12TH & MIDTOWN Atlanta, Georgia$281 MILLION

ARCHITECTMr. Jerry CannonForum Studio35 East Wacker DriveSuite 1300Chicago, IL 60601314-592-5628 [email protected]

ARCHITECTMr. Jeff Purdy Smallwood, Reynolds, Stewart, Stewart & AssociatesOne Piedmont Center3565 Piedmont Road, Suite 303Atlanta, GA 30305 [email protected]

ARCHITECTMr. Daniel F. Joy, AIA LEED® APRule Joy Trammell + Rubio300 Galleria ParkwayAtlanta, GA 30339 [email protected]

DEVELOPER / OWNERMCL Companies 505 East Illinois Street Suite 100 Chicago, IL 60611

DEVELOPER / OWNERMr. Jim FeldmanRegent Partners3344 Peachtree Rd NEAtlanta, GA [email protected]

DEVELOPER / OWNERMr. Larry StephensDaniel Corporation1100 Peachtree Street NESuite 1400Atlanta, GA [email protected]

18 19

Jordan & Skala Engineers

APPROACH

COORDINATION METHODOLOGYSTRUCTURAL COORDINATION• Revit/BIM• In-house Structural Team

WE LISTEN. Committed to designing systems that meet your

operational mission and your budget, Jordan & Skala

gives you both what you need AND what you want,

eliminating overdesign in the process.

WE COMMUNICATE. Responsiveness matching the Client’s sense of urgency,

using concepts the Client understands, and identifying

best value recommendations is our definition of Service.

WE ADAPT.Jordan & Skala expects that project function, budgets

and timelines will change at lightning speed. When you

need to change, we are ready to adapt, and we’ll keep

the project moving forward in the process.

We first seek to understand each of our clients’

expectations by actively engaging them to express

their needs and concerns. From our exchanges, we

work to customize a solution TOGETHER.

Throughout each phase, we act as stewards of

our clients’ best interests by requiring teamwork

and frequent communication with the design and

ownership team members.

Our coordination methodology encompasses all disciplines. We are ONE TEAM seated together at the same table. Internally, there is no separation among the M, E, and P.

Jordan & Skala’s staff has deep experience working as teams on many different projects from start to finish. In this way, their background facilitates an extra layer of understanding of coordination with the external team members of architectural, structural and other disciplines.

With this approach, we have seen our teams gain insight and reach better solutions as a whole on many CRITICAL ISSUES of which One Brickell CityCentre requires: super high-rise buildings, mixed-use programming, ocean/coastal climates and code.

ARCHITECT

STRUCTURAL ENGINEER MEP ENGINEER

Communication among the Architect, Structural Engineer and MEP

Engineer must include Linked Models, Interference Checking &

Coordination Monitoring.

2 3

Mazza Grandmarc ApartmentsCollege Park, MarylandLEED Certified

Southern Polytechnic State University, Hornet VillageMarietta, GeorgiaLEED Silver

Marriott Renaissance Club Sport HotelFlorham Park, New Jersey LEED Certified

Marriott Renaissance Club Sport HotelHouston, TexasLEED Silver

The Lodge at Primland LakeMeadows of Dan, VirginiaLEED Certified

Richard B. Russell State Park Golf ClubhouseElberton, GeorgiaLEED Silver

Wilmington Convention CenterWilmington, North Carolina LEED Silver

Crane WorldwideHouston, TexasLEED Certified

Texas Sterling Construction- SASan Antonio, TexasLEED Certified

Texas Sterling Construction- GPGrand Prairie, TexasLEED Certified

3630-90 PeachtreeAtlanta, GeorgiaLEED Certified

Forest City West VillageDallas, TexasLEED Certified

Garfield ParkArlington, VirginiaLEED Certified

Savoye at Vitruvian ParkAddison, TexasLEED Silver

Savoye Squared at Vitruvian ParkAddison, TexasLEED Silver

Sylvan 30Dallas, TexasLEED Certified

Unitarian Universalist ChurchAtlanta, GeorgiaLEED Certified

4100 Harry HinesDallas, TexasLEED Silver

Gregory A. Adams Juvenile Justice CenterDecatur, GeorgiaLEED Silver

Quinta Mazatlan CenterMcAllen, TexasLEED Silver

Sugarland Fire Station No. 7Sugarland, TexasLEED Silver

Callison Dallas OfficeDallas, TexasLEED Certified

GSA-SSABirmingham, Alabama LEED Silver

Jordan & Skala EngineersDallas, TexasLEED Silver

Park Plaza Office TowerMexico City, MexicoLEED Certified

Wachovia at Atlantic StationAtlanta, GeorgiaLEED Silver

W. 7th N.E. Block Office TowerFort Worth, TexasLEED Silver

Belmont ApartmentsDallas, TexasLEED Silver

Lemmon Avenue ApartmentsDallas, TexasLEED Certified

The Millennium Woodlands Town CenterThe Woodlands, TexasLEED Silver

Place VendomeHouston, TexasLEED Certified

Pompano CreekPompano Beach, FloridaLEED Certified

Ross Hall ApartmentsDallas, TexasLEED Certified

LEED® CERTIFIED PROJECTS

12TH & MIDTOWN / LOEWS ATLANTA HOTEL (FORMERLY 1075 PEACHTREE)Atlanta, Georgia

This new 37-floor mixed-use facility, a part of the

14-block, 1 million SF Midtown Mile in Midtown

Atlanta, is made up of 2 towers on top of a 12-level

parking structure. The project, which boasts the only

Loews Hotel in Georgia, is comprised of a 414-key

luxury hotel, 80 condominium units, over 700,000

SF of shell/core office space, and 45,000 SF of shell

retail space. Jordan & Skala’s design responsibilities

included the design of HVAC systems, electrical,

lighting, plumbing, access control, communications

and security systems. The project was selected as

winner of the “Best Overall” in the “Best in Atlanta

Real Estate Awards 2008” by Atlanta Business

Chronicle. The office portion of the project was

awarded LEED certification.

PROJECT COST: $281 million

MIXED USE HIGH RISE BUILDINGS

10 11

From start to finish, our team is dedicated to work throughout the project's duration.

PROFESSIONAL SERVICES CONTRACT ADMINISTRATION

COST CONTROL

Prospering for over 60 years, Jordan & Skala has promoted resource-efficient systems

that add value to each project from the beginning. Our clients make well-informed

sustainable building decisions with detailed data about the lifetime operation of their

systems as well as environmental impacts. We celebrated our sustainability focus in

early 2008 by becoming a member of the U.S. Green Building Council.

KEY SERVICES

• Sustainable Design Consulting

• LEED Administration, Consulting, and Training

• Commissioning

• Energy Modeling

• Energy Audits

EXPERTISE

• LEED Rating System Certification

• Energy Star Building Certification

• Green Globe Certification

• Regional Sustainability Certification Programs (Georgia Peach, Austin Green,

CalGreen)

• National Green Building Standard - ICC 700

SUSTAINABLE DESIGN CONSULTING

We provide clients with feasible strategies for the design, construction, operation and

maintenance of green building projects. Our process starts with an eco-charrette session

to identify the project’s sustainability goals, proposed rating system and project team’s

experience with the rating system requirements. With this information, we develop a

timeline that is both budget and schedule conscious to pursue project certification. After

the eco-charrette, we oversee the implementation of sustainable strategies and manage

the team through the development and submission of the required documentation.

Jordan & Skala Engineers

Constant Communication and Careful Consideration• System Evaluation• Constructability• Accurate Cost Control• Team Collaboration• Provide Options

4 5

THE VUECharlotte, North Carolina

The VUE, located on 5th St. in Uptown Charlotte, is the

tallest residential skyscraper in the Southeast standing

at 51-stories and 600 ft. The building includes upscale 1

and 2 bedroom apartments and a myriad of residential

luxury amenities. Residents of the VUE can enjoy access

to a spa-inspired fitness club, billiards lounge and café,

multi-purpose basketball and tennis court, pet walk,

35,000 SF pool deck with a heated Jr. Olympic-sized pool,

cyber bar, and media room. State-of-the-art technology

includes biometric fingerprint access and Wi-Fi throughout

the building. But the crown jewel of the amenities package

is definitely the resident-only, 50th floor SKY Lounge

that provides unparalleled views of Charlotte and the

surrounding areas. Jordan & Skala provided comprehensive

MEP services on the project.


SOVEREIGN TOWER3344 PEACHTREE ROADAtlanta, Georgia

Standing 50 stories tall, this

project is Atlanta’s tallest

mixed-use building and the first

vertically-stacked mixed-use

tower in Buckhead. The residential

component, Sovereign, features 82

luxury condominium residences

as well as the renowned Buckhead

Club. The development includes 18

levels of Class A spec office space

and 13 levels of structured parking.

This project won the “Best Mixed-

Use Project” award from Southeast

Construction magazine’s “Best of

2008 Awards.”


12 13

CASE STUDY #3: MEP FIRM INCREASED BRAND AWARENESS

20+

New Clients Nationwide

85%

Maintained Repeat Client/Client

Retention Rate

30%

Increase in Revenue Annually Over 3 Years

1

New Office Opened

RESULTS

GETTING SOCIAL

S M A R T E G I E S 1

T H E A R C H I T E C T U R E O F S O C I A L M E D I A

I am sitting in a #building.

I like buildings.This is where I

built my building.Watch me build

a building.I’m a professional

builder.

Now listening toREO Speedwagon’s“We Built this City.”

I’m hanging outwith people whobuild buildings.

This is how Ibuilt my buildingin more detail.

Here’s a vintagephoto of my

favorite building.

Here is apinboard of

cool buildings.


T H E A R C H I T E C T U R E O F S O C I A L M E D I A

I am sitting in a #building.

I like buildings.This is where I

built my building.Watch me build

a building.I’m a professional

builder.

Now listening toREO Speedwagon’s“We Built this City.”

I’m hanging outwith people whobuild buildings.

This is how Ibuilt my buildingin more detail.

Here’s a vintagephoto of my

favorite building.

Here is apinboard of

cool buildings.

Why it is Impor tant

• B2B marketers use, on average, four different social networking platforms: LinkedIn (91%), Twitter (85%), Facebook (81%), and YouTube (73%).**

• 69% of B2B markets gathered credible market insights from their social media efforts.*

• 60% of companies saw improved search rankings from their social media efforts.*

• 56% of B2B marketers acquired new business partnerships through social media.*

• Participation in social media marketing for B2B purposes has climbed to over 90 percent.*

• LinkedIn has over 300 million professionals.

*Stats from Cmo.com**Stats from Social Media Examiner


14% 17%

64%

Why LinkedIn?


W H Y L I N K E D I N ?

Build

Relationships

Lead

Generation

Online

Research

Benefits of Using LinkedIn as a Business Networking Tool


B E N E F I T S O F U S I N G L I N K E D I N A S A

B U S I N E S S N E T W O R K I N G T O O L

!  Gather reliable information with your computer.

!  Enhanced market research capabilities.

!  Target-rich.

!  Ability to stand out from the crowd with a compelling profile.

!  Offers a respectful and intelligent approach for anyone.

!  Eliminate the need for road warrior status.

!  Make contact quickly regardless of geography.

!  Superior networking capabilities.

!  Showcase expertise and offer thought leadership.

!  Allows you to participate in industry conversations.

• Lead Generation• Market Research/

Competitive Intelligence

• Research• Networking• Thought Leadership• Brand Awareness

HOW TO USE SOCIAL MEDIA TO INTEGRATE

STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT

#IntegratedAECMarketing

www.smartegies.com

Stay Connected with Us

Join Our LinkedIn Discussion Group“Marketing for AEC Firms”

im_presentation_2015-03-16_rdx

Documents