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AIA 2006 National Convention and Design Exposition Firm Marketing From the Client Perspective Session FR06 June 9, 2006 8:15 - 9:45 am This program is registered with the AIA/CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services may be addressed at the conclusion of this presentation. Jamie Rice Chief Strategy Officer Carton Donofrio Partners, Inc. Agenda 1. Marketing basics 2. About clients 3. Finding your message 4. Building a marketing plan 5. Role of the AIA brand 1. Marketing basics A sales-oriented firm tries to get the client to want what the firm has. A marketing-oriented firm tries to get the firm to have what the client needs. Firm Client Marketing is all about perspective YOURS Firm Client THEIRS Marketing is all about perspective What is a brand? • Set of Expectations about the Experience • Customer Promise/Covenant • More Emotional than Rational • Single greatest asset Brands exist solely in the mind of customers “Everything matters.” Scott Bedbury A New Brand World Brand vs. Position • A brand is who you are – Across all audiences – Consistent over time • A position is your relationship to the competitive frame – Can differ by audience, segment – Can change as offerings change [...]... • Benefit – Outcome for the client Marketing basics • View everything from the client s perspective • Your brand is a set of expectations – Clients, Employees, Partners • Your position is how you are different – Audience, offer, benefit 2 About clients Clients are people People do business with people “My space My project.” • Clients are emotionally invested in the project • They’ve been thinking about... are their primary concerns • Long-term matters, but only as prescribed by regulation/statute Source: The Client Experience 2002 Selection process • Start with what and who they know – Delighted clients are your best marketing channel • Your work – Category expertise reduces risk – Visible proof • You – Chemistry is always the deciding factor • Do they listen? • Do they understand us? Source: The Client. .. – What can provide psychological reward or cause their career to advance? – What is their attitude toward risk? Position development questions • Problems/opportunities you can help them solve/address – “How can I …?” questions • From the client perspective • Hiring you will provide the answer – Answer to the most important “How can I…” question is the client benefit • Features that support benefits... you referred our firm to others? – Can you give me an example? – Why did you think we’d be a good fit with that client? – Did you share a specific story about us with them? • How are we similar or different from other firms you’ve met or worked with? Questions for clients • Can you tell us how you heard about us the first time? – What was your impression? • What was your impression the first time you... “Tell me about the most recent time you…” – “Can you give me an example?” Talk to your clients • They love you (or at least respect you) – They must, or they wouldn’t have The Embryologic Perspective The Embryologic Perspective Bởi: OpenStaxCollege The brain is a complex organ composed of gray parts and white matter, which can be hard to distinguish Starting from an embryologic perspective allows you to understand more easily how the parts relate to each other The embryonic nervous system begins as a very simple structure—essentially just a straight line, which then gets increasingly complex Looking at the development of the nervous system with a couple of early snapshots makes it easier to understand the whole complex system Many structures that appear to be adjacent in the adult brain are not connected, and the connections that exist may seem arbitrary But there is an underlying order to the system that comes from how different parts develop By following the developmental pattern, it is possible to learn what the major regions of the nervous system are The Neural Tube To begin, a sperm cell and an egg cell fuse to become a fertilized egg The fertilized egg cell, or zygote, starts dividing to generate the cells that make up an entire organism Sixteen days after fertilization, the developing embryo’s cells belong to one of three germ layers that give rise to the different tissues in the body The endoderm, or inner tissue, is responsible for generating the lining tissues of various spaces within the body, such as the mucosae of the digestive and respiratory systems The mesoderm, or middle tissue, gives rise to most of the muscle and connective tissues Finally the ectoderm, or outer tissue, develops into the integumentary system (the skin) and the nervous system It is probably not difficult to see that the outer tissue of the embryo becomes the outer covering of the body But how is it responsible for the nervous system? As the embryo develops, a portion of the ectoderm differentiates into a specialized region of neuroectoderm, which is the precursor for the tissue of the nervous system Molecular signals induce cells in this region to differentiate into the neuroepithelium, forming a neural plate The cells then begin to change shape, causing the tissue to buckle and fold inward ([link]) A neural groove forms, visible as a line along the dorsal surface of the embryo The ridge-like edge on either side of the neural groove is referred as the neural fold As the neural folds come together and converge, the underlying structure forms into a tube just beneath the ectoderm called the neural tube Cells from the neural folds then separate from the ectoderm to form a cluster of cells 1/11 The Embryologic Perspective referred to as the neural crest, which runs lateral to the neural tube The neural crest migrates away from the nascent, or embryonic, central nervous system (CNS) that will form along the neural groove and develops into several parts of the peripheral nervous system (PNS), including the enteric nervous tissue Many tissues that are not part of the nervous system also arise from the neural crest, such as craniofacial cartilage and bone, and melanocytes Early Embryonic Development of Nervous System The neuroectoderm begins to fold inward to form the neural groove As the two sides of the neural groove converge, they form the neural tube, which lies beneath the ectoderm The anterior end of the neural tube will develop into the brain, and the posterior portion will become the spinal cord The neural crest develops into peripheral structures At this point, the early nervous system is a simple, hollow tube It runs from the anterior end of the embryo to the posterior end Beginning at 25 days, the anterior end develops into the brain, and the posterior portion becomes the spinal cord This is the most basic arrangement of tissue in the nervous system, and it gives rise to the more complex structures by the fourth week of development Primary Vesicles As the anterior end of the neural tube starts to develop into the brain, it undergoes a couple of enlargements; the result is the production of sac-like vesicles Similar to a child’s balloon animal, the long, straight neural tube begins to take on a new shape Three vesicles form at the first stage, which are called primary vesicles These vesicles are given names that are based on Greek words, the main root word being enkephalon, which means “brain” (en- = “inside”; kephalon = “head”) The prefix to each generally corresponds to its position along the length of the developing nervous system The prosencephalon (pros- = “in front”) is the forward-most vesicle, and the term can be loosely translated to mean forebrain The mesencephalon (mes- = “middle”) is the next vesicle, which can be called the midbrain The third vesicle at this stage is the rhombencephalon The first part of this word is also the root of the word rhombus, which 2/11 The Embryologic Perspective is a geometrical figure with four sides of equal length (a square is a rhombus with 90° angles) Whereas prosencephalon and mesencephalon translate into the English words forebrain and ...University of Wollongong Research Online University of Wollongong in Dubai - Papers University of Wollongong in Dubai 2010 Sustainable development through green marketing: e industry perspective Ravindra Saxena University of Wollongong, ravindra_saxena@uow.edu.au Pradeep K. Khandelwal Institute of Management Technology,Ghaziabad,India Research Online is the open access institutional repository for the University of Wollongong. For further information contact the UOW Library: research-pubs@uow.edu.au Publication Details Saxena, R. & Khandelwal, P. K. 2010, 'Sustainable development through green marketing: e industry perspective', e International Journal of Environmental, Cultural, Economic and Social Sustainability, vol. 6, no. 6, pp. 59-79. © 2010 (selection and editorial maer) Common Ground. SUSTAINABILITY Environmental, Cultural, Economic & Social www.Sustainability-Journal.com JOURNAL THE INTERNATIONAL of Volume 6, Number 6 Sustainable Development through Green Marketing: The Industry Perspective Ravindra P. Saxena and Pradeep K. Khandelwal THE INTERNATIONAL JOURNAL OF ENVIRONMENTAL, CULTURAL, ECONOMIC AND SOCIAL SUSTAINABILITY http://www.Sustainability-Journal.com First published in 2010 in Champaign, Illinois, USA by Common Ground Publishing LLC www.CommonGroundPublishing.com. © 2010 (individual papers), the author(s) © 2010 (selection and editorial matter) Common Ground Authors are responsible for the accuracy of citations, quotations, diagrams, tables and maps. All rights reserved. Apart from fair use for the purposes of study, research, criticism or review as permitted under the Copyright Act (Australia), no part of this work may be reproduced without written permission from the publisher. For permissions and other inquiries, please contact <cg-support@commongroundpublishing.com>. ISSN: 1832-2077 Publisher Site: http://www.Sustainability-Journal.com THE INTERNATIONAL JOURNAL OF ENVIRONMENTAL, CULTURAL, ECONOMIC AND SOCIAL SUSTAINABILITY is peer-reviewed, supported by rigorous processes of criterion-referenced article ranking and qualitative commentary, ensuring that only intellectual work of the greatest substance and highest significance is published. Typeset in Common Ground Markup Language using CGCreator multichannel typesetting system http://www.commongroundpublishing.com/software/ Sustainable Development through Green Marketing: The Industry Perspective Ravindra P. Saxena, University of Wollongong in Dubai, United Arab Emirates Pradeep K. Khandelwal, Institute of Management Technology, Ghaziabad, India Abstract: The word “Sustainability” does not have an agreed upon single denition. There are many denitions for sustainability. According to Ehrenfeld (2008), sustainability is the possibility of the human and other life will ourish on the earth forever”. USA national environmental policy act (1969) dened sustainability as:”Create and maintain conditions under which [humans] and nature can exist in productive harmony, and fulll the social, economic and other requirements of present and future generations of Americans.” Sustainable development as per the “Report of the World Commission on Environment and Development (United Nations, 1987)”can be viewed as a pattern of resource use that aims to meet human needs while preserving the environment so that these needs can be met not only in the present, but in the indenite future. Sustainable development is the form of development which aims at sustainable consumption and sustainable economic growth and tries to protect the en- vironment. Sustainability is constituted on [...]... in the past? There are several factors that seem to us to make the current position different in principle from the past This principle difference is that the scale of human activity on earth is now approaching the same scale as the natural cycles that occur around the globe The use of fossil fuels over the last one hundred years has changed the composition of the atmosphere Human engagement with other... professor of business administration at the Darden School of the University of Virginia conceived of organisational stakeholders in his book Strategic Management: A Stakeholder Approach (1984) In the traditional view of the firm, the shareholder MH (Majority Holder) view (the only one recognized in business law in most countries), the shareholders or stockholders are the owners of the company, and the firm... quite another for the global use of fossil fuels to change the global climate so that sea levels rise and threaten large parts of the world’s population with flooding Most of the interest in sustainability is not parochial – it is not the inhabitants of Cornwall protecting the interests of the future inhabitants of Cornwall It is a concern for the future inhabitants of the globe as a whole Some of the latest... Chapter 2: Business and the Trust Deficit Historically the primary role of business has been focused on generating returns for shareholders Milton Friedman, the Nobel laureate, famously stated that the business of business is business, ’ implying that any deviation from this primary purpose could be viewed as a waste of shareholders’ money Yet in the past 10-15 years, increasing numbers of business leaders... Business together with the name of the business Summarise what the business did to betray trust, why you think it might have happened, who it impacted and how they might address the issue and avoid repetition Spend 20 minutes on this and write no more than 200 words Business and its Stakeholders Public and voluntary sector organisations do not have the same shareholder obligations as those in the private... Director of the United Nations Environment Programme in 1998 “At the beginning of the 18th century, there were less than a billion people in the world sharing less than a million cubic kilometres of freshwater In 1900, there were about 2 billion people sharing the same amount Now there are more than 6 billion people and the freshwater supply has remained constant.” Another difference is that with the increased... levels down 46% in the US and 30% in the UK Perhaps the most important, if largely BioMed Central Page 1 of 8 (page number not for citation purposes) Health and Quality of Life Outcomes Open Access Research Measuring the impact and distress of osteoarthritis from the patients' perspective Julie F Pallant* 1 , Anne-Maree Keenan 2 , Roseanne Misajon 3 , Philip G Conaghan 2 and Alan Tennant 4 Address: 1 School of Rural Health, University of Melbourne, 49 Graham St, Shepparton, Victoria, 3630, Australia, 2 Section of Musculoskeletal Disease, Leeds Institute of Molecular Medicine, University of Leeds, 2nd Floor, Chapel Allerton Hospital, Chapeltown Road, Leeds LS7 4SA, UK, 3 School of Political and Social Inquiry, Monash University, 900 Dandenong Road, Caulfield East, Victoria, 3145, Australia and 4 Department of Rehabilitation Medicine, University of Leeds, D Floor, Martin Wing, The General Infirmary at Leeds, Great George Street, Leeds LS1 3EX, England, UK Email: Julie F Pallant* - jpallant@unimelb.edu.au; Anne-Maree Keenan - a.keenan@leeds.ac.uk; Roseanne Misajon - roseanne.misajon@arts.monash.edu.au; Philip G Conaghan - p.conaghan@leeds.ac.uk; Alan Tennant - a.tennant@leeds.ac.uk * Corresponding author Abstract Background: To assess the internal construct validity of the Perceived Impact of Problem Profile (PIPP), a patient based outcome measure based on the International Classification of Functioning, Disability and Health (ICF), which assesses impact and distress, in an osteoarthritis (OA) cohort. Methods: A questionnaire comprising the 23-item PIPP, which assesses five domains (mobility, participation, self care, psychological well being and relationships), the Western Ontario McMasters University Osteoarthritis Index (WOMAC), the General Well-Being Index (GWBI), and the Hospital Anxiety and Depression Scale (HADS) was posted to people with clinician diagnosed OA. Assessment of the internal construct validity of the PIPP was undertaken using Rasch analysis performed with RUMM2020 software and concurrent validity through comparator measures. Results: Two hundred and fifty-nine participants with OA responded. Analysis of the five individual domains of the PIPP indicated that there was good fit to the Rasch model, with high person separation reliability. One item required removal from the Mobility subscale and the Participation subscale. There were strong correlations between the PIPP Mobility scores and the WOMAC disability and pain subscales (rho = .73 and rho = .68), and between the PIPP Psychological well- being and HADS Depression (rho = .71) and GWBI (rho = 69). High inter-correlations between the impact and distress subscales for each domain (range rho = .85 to .96), suggested redundancy of the latter. Conclusion: This study demonstrates that the PIPP has good psychometric properties in an OA population. The PIPP, using just the impact subscales, provides a brief, reliable and valid means of assessing the impact of OA from the individual's perspective and operationalizing the bio- psychosocial model by the application of a single multi-domain questionnaire. Published: 29 April 2009 Health and Quality of Life Outcomes 2009, 7:37 doi:10.1186/1477-7525-7-37 Received: 25 November 2008 Accepted: 29 April 2009 This article is available from: http://www.hqlo.com/content/7/1/37 © 2009 Pallant et al; licensee BioMed Central Ltd. This is an Open Access article ... the neural groove converge, they form the neural tube, which lies beneath the ectoderm The anterior end of the neural tube will develop into the brain, and the posterior portion will become the. .. which can be called the midbrain The third vesicle at this stage is the rhombencephalon The first part of this word is also the root of the word rhombus, which 2/11 The Embryologic Perspective is... adolescence They are the basis of the structure of the fully developed adult brain How would you describe the difference in the relative sizes of the three regions of the brain when comparing the early