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AIA Small Project Design (SPD) Knowledge Community supports, celebrates, and promotes small projects by engaging designers and the public.

  • 1.  AIA Campaign creates firestorrm of discontent

    Posted 02-04-2015 06:20 PM
    This message has been cross posted to the following Discussion Forums: Small Project Practitioners and Custom Residential Architects Network .
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    I have a question for you.

    A few weeks ago AIA CEO Robert Ivy FAIA came on Business of Architecture to talk about the AIA's new marketing campaign - iLookUp.

    This marketing campaign is to promote the interest of architects and educate the public about the 'value of an architect'.


    There was a firestorm of discontented AIA members talking about how the campaign is 'missing the mark'.

    Here is one of the comments:

    I am again disappointed by the AIA's approach. This was tried in the recent past and it had almost no impact. They simply do not get it. It is not about us - the architects. It is about our patrons, those that actually compensate us for our creativity and our value. We need to engage them, not by telling them how wonderful we are, but by listening to them and understanding their expectations. We need to have a very public conversation with those that use architectural services about how we are performing and what we as a profession can do better.

    Graciously, Robert Ivy is returning to Business of Architecture to address these comments and talk about how AIA Leadership is responding to both positive and negative feedback on the campaign.

    A variation of the AIA's video ad will be shown on national television across the country starting next week.

    I'll be speaking with him at the end of the week, but before I do, I'd like to know:


    What would you like me to ask him about the campaign? 

    What would you like the AIA to know (from your perspective)?

    You can listen to the original interview, see the 1st campaign ad (and read the comments) here:


    Robert Ivy Interview On Business of Architecture

    Regards,
    Enoch

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    Enoch Sears AIA
    Publisher - Business of Architecture
    Visalia CA
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  • 2.  RE: AIA Campaign creates firestorrm of discontent

    Posted 02-05-2015 06:09 PM
    Enoch:

    Thanks for facilitating this discussion.  I think it is very important that members understand the campaign.  

    When I saw the initial release of the #ilookup video, I too, was concerned.  I have been involved in previous AIA PR and Media campaigns, so I understand the value of getting the profession, the Institute and its members in front of the public.  That is something that cannot be underestimated.

    I have spoken with leadership that has been involved in the development of the campaign.  We should not lose sight that this is a campaign, not a singular release.  That being said, I think many members would ask the following questions:
    • Who is the campaign geared towards?  In other words, who is the target market?
    • How does the video that we've seen speak to those  people?
    • Does the video and future videos change public perceptions of architects in general? (I think you know many of those stereotypes)
    • How does the campaign benefit members, as opposed to non-member architects and firms?
    • How will the success of the campaign be measured?

    Thanks again.  Robert is a great ambassador for the profession, and understands media.  I look forward to the interview.

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    Walter Hainsfurther FAIA
    Kurtz Associates Architects
    Des Plaines IL
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  • 3.  RE: AIA Campaign creates firestorrm of discontent

    Posted 02-07-2015 12:27 AM
    At the end of the day we need not convince the commercial market that they need licensed Architects, as one member already pointed out. The plan reviewers do a good job of rejecting drawings without our stamps. The Commercial sector is the smaller sector of the Building Industry and has generated 30-45% less GDP on average than Residential since the 80's (according to the US Census Bureau). At the top of the boom in 2006 the Residential sector generated 200% more GDP. There are 10 new houses built for every new commercial building.

    There is no place like home and if there is a perceived need to convince anyone as to whether or not they should choose to hire an Architect or obtain a design from elsewhere, are we not talking about the Residential Sector?

    Very few people engage the services of an Architect to design a Commercial Building. Most people purchase houses or have houses built that were not designed by us. We have a reputation that isn't exactly spectacular when it comes to designing houses. In part, we aren't getting the story out there and in part, we aren't the experts we portray ourselves as when it comes to solving residential design problems. Our problem is that we tend to be rather selfish when it comes to "what" design problem we are setting out to solve. In the end people want a beautiful, functional house that can appraise for the construction cost. If the bank won't lend them the money, then they can't build the house. Most people can't afford to come out of pocket for a substantial sum when we fail to recognize where the money comes from. This is part of the reason many of us deal with a very small portion of society that can afford to let us "over design" a house for the area. When we bring "value" to the table, we often think of very philosophical version of the word value except for the money. As much as we arrogantly feel we need to educate everyone as to why they need us, we need to learn why we need them for our profession to be more relevant. We need to learn to solve more than one design problem.

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    Eric Rawlings AIA
    Owner
    Rawlings Design, Inc.
    Decatur GA
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  • 4.  RE: AIA Campaign creates firestorrm of discontent

    Posted 02-09-2015 08:03 PM
    I'm not convinced that all commercial clients understand the need for an architect either, despite the advice offered to them by building officials. And I am certainly not convinced that the majority of commercial clients understand the architect's role, responsibility, risk and value.

    Recently I have worked with small business owners and commercial real estate managers on many remodel projects and I have found that almost all of them believe that all they need is a floor plan drawn up based on their input and that should be adequate for obtaining a permit (in a few days or less) and competitive bids. They are universally surprised when we ask questions that expose that they don't really understand the space needs of their own business, its equipment, the regulatory climate within which it exists or the construction cost climate within which it exists. They are then universally surprised when we propose to charge a reasonable fee to provide the services that will fill in the gap in their understanding and due diligence. Then, they are universally surprised when they are confronted with the reality that someone needs to measure the facility in detail, analyze the functionality of its current layout, analyze its structural condition, analyze its mechanical systems, analyze its plumbing systems and analyze its electrical systems. And they are then universally surprised when we proposed to perform those services for a reasonable fee. Then, they are universally surprised when they realize how many architectural drawings, details and specification pages are needed to satisfy the requirements of the building official and to obtain competitive construction bids.

    So, to summarize: while most commercial clients understand that they need an architect, a majority of them do not know what an architect does or what is involved in designing and building a commercial facility.

    I am not saying that this lack of understanding can or should be solved with a series of AIA television ads. In fact, I'm pretty well convinced that such a campaign would have little impact. And I'm certain that the ad we've seen so far will have no impact at all, other than perhaps to confirm the existing mistaken impression that architects exist to make buildings complicated, pretty and expensive.

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    Sean Catherall AIA
    Senior Project Manager
    DAVE ROBINSON ARCHITECTS
    Salt Lake City UT
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  • 5.  RE: AIA Campaign creates firestorrm of discontent

    Posted 02-08-2015 06:30 PM
    Hi all

    I am looking forward to seeing the next stage in this campaign by AIA National to enlighten and engage the public in what architects do, and for whom we provide design and professional services.  And while the initial campaign roll-out online appears to be self-serving, many of us (myself included) still hold out hope that the campaign will reach out to a broader audience of those that aren't part of the 1% or corporate environment, and engage other everyday decision makers (homeowners, non-profits, small business, etc.).  It is for these others that we so happily devote our skills and imagination in assisting them to realizing their visions, and meeting their missions to our society, and strengthening our communities.  The general public does not have a full grasp of what architects do and what our responsibilities are, and that a more pervasive perception of architects is that we are only for the well-healed.  We must enlighten the public, not just elevate our profession.

    Let's not simply say #ilookup, let's also say #ilookaround and #ilisten.  And practice it.

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    Irving A. Gonzales AIA | CGBP
    Principal
    Gonzales Architects
    San Francisco CA

    2015 AIASF Chapter President
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