Brand Building in the Era of the Empowered Client (free)

Thursday, October 25, 2012, 1:00 PM - 2:00 PM (Eastern Time (US & Canada))

Brand Building in the Era of the Empowered Client: How online storytelling can help your business

Earn 1.0 CEH | 1-2pm ET | 10-11am PT | Register Now at No Cost

One of the biggest challenges for residential architects today is working with clients who are more empowered than ever - empowered about what designs they like, what products they want, and what they know about your firm before they even sit down to discuss their project. Given this, residential architects can stay one step ahead by managing their web presence to tell their story as efficiently and effectively as possible.

A panel of three AIA members, Mark English AIA, Jane Frederick FAIA, and Stuart Narofsky AIA, will discuss online marketing goals & analytics, how to invest your time online, the benefits and concerns with sharing information online. Harold F. "Bud" Dietrich, AIA, moderates.

This October 25, 2012 presentation is a part of a planned 2013 AIA Convention half day workshop, Tools and Trends in Web Platforms and Social Media for Residential Architects & Small Project Practitioners.

Level: Intermediate                                                Good for:  small firms, custom residential, housing

 

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Learning Objectives

  1. Learn about new mobile, local and social tools like Houzz that homeowners are using to collect information about residential architects - and why they are now doing so months or years before they are ready to hire.
  2. Gain an understanding of why it's more important than ever to use these same tools to tell their unique story proactively to homeowners as they are doing early stage research and idea-gathering.
  3. Describe how to effectively build brand recognition and credibility through storytelling and community interaction.
  4. Discover how other residential architects have used these new tools to expand their reach to secure projects locally, out of state, and internationally.

Mark English, AIA, and his associates at Mark English Architects create beautiful modern architecture, exploring the power of simple forms and spaces specific to place and client desire. Since its founding in 1992, Mark English Architects has designed numerous residential and entertainment spaces throughout California, Texas and Mexico. The firm has a special interest in building in the urban context, with half of its work occurring in San Francisco.  He is the editor of two respected online magazines, and along with co-editor and writer Rebecca Firestone, has created a forum for the local architectural community with "The Architects' Take". A second online publication, "Green Compliance Plus" features residential energy compliance case studies and advice, as well as serving as a portal for Residential Title-24 services tailored for architects as clients. Learn more: AIA KnowledgeNet Profile | Houzz Profile

Jane Frederick, FAIA, NCARB, LEEP AP, is currently licensed in South Carolina, North Carolina, Georgia and Texas.  Prior to moving to Beaufort, SC, Jane was sole proprietor of Jane Frederick, Architect in Alexandria, VA. She and her husband, Michael founded Frederick + Frederick Architects in 1989. Frederick + Frederick have been celebrated with numerous awards including ‘Honor Awards’ in the Robert Mills Residential Design Award competition, granted by the AIA South Carolina, the Hilton Head Homebuilders’ ‘Lighthouse Award’ for best kitchen, ‘Best Home’ for Metropolitan Magazine, and Best Renovation 2009, by Southern Living magazine. Learn more:  AIA KnowledgeNet Profile | Houzz Profile

Stuart Narofsky, AIA, LEED AP, is the principal of Narofsky Architecture, an award winning multi-discipline design firm whose focus is custom homes.  Narofsky is well versed in corporate, medical, multi-family and retail design projects, often enjoying forward thinking competitions among his peers.  He is a progressive member of the US Green Building Council and lectures frequently throughout the Americas.  His many accolades include Architectural Digests Best Home and the 2011 Excellence in Architecture Archi Award. Learn more:  AIA KnowledgeNet Profile | Houzz Profile

Liza Hausman is Vice President of Marketing at Houzz, an innovative community and platform for residential building, remodeling and design. Liza earned her degree in Rhetoric from U.C. Berkeley and her MBA from Kellogg. Ms. Hausman's experience spans advertising, consulting, marketing and social strategy for Fortune 500 brands from Clorox, AT&T and Turner Networks to a host of innovative startups. in 1998 Liza was employee #3 at her first internet startup, a home improvement e-tailer eventually sold to Walmart. Over the last seven years Liza has worked with architects, designers and contractors to remodel and decorate nearly every inch of her home in Palo Alto, CA. Learn more:  Houzz Profile

Harold "Bud" Dietrich, AIA, NCARB, is an architect located in Tampa, Florida as well as Buffalo Grove Illinois. Bud is a member of the American Institute of Architects (AIA), Association of Licensed Architects (ALA) and a certificate holder from the National Council of Architectural Registration Boards (NCARB). He works from his home office and provides full architectural services exclusively in the single family residential market. Bud is licensed in Illinois, Florida, New Jersey & Wisconsin. Learn more:  AIA KnowledgeNet Profile | Houzz Profile


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View the Presentation On-Demand

You can download a copy of the presentation and the Q&A and view the video recording (when available). Continuing Education Hours are only offered during the live event.

Report AIA Continuing Education

Attendees will earn 1.0 CEH. A link to a survey will be provided both at the end of the webinar and in a follow-up email sent one hour after the end of the webinar. All attendees at each site submit one form: 1) page one: webinar survey and 2) page two: CES report form. The survey must be completed within 24 hours of the webinar. AIA members and IDP record holders will have their credit recorded within 48 hours of the webinar. All attendees will be prompted to download a certificate of completion at the end of the survey.

Questions

Please send your questions, comments and feedback to: knowledgecommunities@aia.org.