CES Marketing
March, 2007
Tucson, AZ

Thom Lowther, Ed.S.
Senior Director AIA/CES

CES

Marketing

Learning Objectives

At the end of this presentation participates will be able to:

• List the most preferred way that architects learn.

• Distinguish between a task, topic, audience, or problem centered course.

• Identify one new CE delivery venue.

• Identify and use at least 3 major resources to market your program events.

Top Ten Current Knowledge Needs

• LEADERSHIP – Firm Management

• DELIVERY – Project Delivery, Controls, Schedules, Construction Costs

• LEADERSHIP – Project Teams Management

• DELIVERY – Quality Management

• BUSINESS – Marketing and Market Research

• DESIGN AND PLANNING – Code Compliance

• BUSINESS – Communicating with Clients

• SERVICES – Project Administration

• LEADERSHIP – Collaboration

• DELIVERY – Regulations, Building Codes

Source:2004 Knowledge Survey

Top Ten Future Knowledge Needs

• Design

• Energy Efficiency

• Alternative Delivery Systems (e.g., Design-Build)

• Leadership and Management

• Technology Integrated into Practice

• Collaboration with Clients

• Expansion, Increase and Integration of Services Provided

• Mentoring Emerging Professionals

• Livable Communities

• Specialization of Architectural Services

Source:2004 Knowledge Survey

Knowledge Categories:

• core disciplines (what we NEED to know)

design

building science

practice

leadership

• focus (what we WANT to know to focus our practice)

service specialties

building types

issues & trends

Know Your Audience

Learn the architects language!

• Principals

• Project Architects

• Specifications Writers

• Interns (tomorrow’s decision makers)

• Legal, Accounting, Administrative

vAreas of Specialization

(AIA Knowledge Communities)

Better Relationships = Better Analysis

Architectural

Community

Industry/Services

Break the Language Barrier

Analyze

• Requisite Skills and Knowledge

• Specification Writer Tasks

• Research Materials/Products

– Problem solvers

The American Institute of Architects, The Architect’s Handbook of Professional Practice (13th ed.), John Wiley & Sons, Inc., 2001.

Analyze

Areas of Interest

• Design ideas

• Environmental concerns

• Product applications

• Case studies

• New technology

• Project delivery

• Project safety

Analyze

Collect Information

§ Interview Architects

§ Evaluation data

§ Technical “hot line”

• Inaccurate specifications

• Code and standards changes/updates

• Risk/Liability case studies

• Trade publications

• Sales calls/Trade shows

Analyze

Questions

Design—Structure

Task-Centered

Skills and knowledge by relationship

• Installation instructions

• Maintenance

• Renovation/restoration

• Sustainability

Design—Structure

Topic-Centered

Main topics divided into unit headings

• Life cycle (also task)

–Project or Product

• Technology based

• Industry standard updates

–ASTM/ANSI

• Design/industry trends

Design

Audience-Centered Programs

• Adult Learning

• Method/Structure

• Learning Objectives

• AIA/CES Requirements

Design—Structure

Problem-Centered

Problem solving - diagnostics

• Installation or system failures

• Codes

• Project-based

Design

“Designing a program without technical content is useless. A technical presentation that does not honor design is meaningless.”

-Ken Hercenberg, CSI, CCS, CCCA, RTKL Baltimore

Design

Questions

Marketing

“Creating value for customers builds loyalty, and loyalty in turn builds growth, profit, and more value.”

The Loyalty Effect, Reichheld, 1996

Marketing

Build customer loyalty through education!

• Understand the design + building process

• Industry knowledge

• Technical expertise

• Product knowledge

• Communicate effectively

• Follow up!

Marketing

• CES Logo

• Certificate of Completion

• AIA Member Transcript

• Web site

– Registered Provider Directory

– Online Advertisement

Marketing

• State and local AIA Chapters – 300

• 22 AIA Knowledge Communities

• CSI, USGBC, SMPS, SDA, etc.

• Role as a resource – after program

• Program Summary

• CES Provider Connection

• Regional Conferences

• National Conventions

Marketing Strategies

“Creating value for customers builds loyalty, and loyalty in turn builds growth, profit, and more value.”

The Loyalty Effect, Reichheld, 1996

Marketing Strategies

Build customer loyalty through education!

• Understand the design + building process

• Industry knowledge

• Technical expertise

• Product knowledge

• Communicate effectively

• Follow up!

Marketing Strategies

• Your role as an educator– technical expert

• State and local AIA Chapters – 300

• Role as a resource – after program

• Program Summary

• AIA website

• National Conventions

Marketing Strategies

• CES Logo

• Certificate of Completion

• AIA Member Transcript

• Program Summary

• Web site

– Registered Provider Directory

– Online Advertisement

CES Program Trends

• Increase of 2000 - 3000 CE programs annually.

• Increase of similar design industry CE Provider programs.

• Estimated 2.1 design/construction professionals.

• The INTERNET – Asynchronous programs -growing acceptance by everyone.

• Podcast ….. What’s next?

Slide 28

CES MarketPlace

AIA Convention

www.epiconnection.org

Slide 29

Instructional Systems Design for
AIA/CES Stakeholder Providers

“Manufacturers and material suppliers play an important role in the process of material research and product evaluation.”

The American Institute of Architects, The Architect’s Handbook of Professional Practice (13th ed.), John Wiley & Sons, Inc., 2001.

Slide 31

Slide 32

CES MarketPlace 2003

CES Marketplace

Food, fun, and fabulous prizes!

1,200+ Qualified Leads for your CES programs!

CES MarketPlace

Bringing providers and audiences together

CES MarketPlace

1,200+ Qualified Leads for your CES programs!

Copyright Materials

• This presentation is protected by US and International copyright laws. Reproduction, distribution, display and use of the presentation without written permission of the speaker is prohibited.

• © AIA/CES 2007

Slide 38

Questions ?

Thanks for your participation!