Marketing
Toolkit: This is the package being developed by Leza Raffel that provides guidance, techniques, and leave-behinds that our members can use to market their services to the AEC community. Here are details about the toolkit from Leza’s proposal:
* A customizable leave-behind brochure which explains why clients should hire companies that are APDSP members.
* Art files of the newly-approved branding and tagline with pointers on where to place them and how to use them.
* A suggested LinkedIn profile which emphasizes the significance of one’s APDSP membership
* A customizable press release recognizing a member’s anniversary within APDSP and the association’s significance to the industry.
* Pointers on how to get the press release published.
Online Member Directory: The online member directory is the focus of APDSP’s effort to drive business to the members. The current directory may be modified – I’m looking at an alternative program now that will give members a little more punch. Regardless, the directory will be searchable by capabilities and geography, and will contain key information about all members.
Advertising and Other Promotions: I will recommend a package of advertising through the publications and websites will looked at together during the meeting in January in Chicago. The package will include publications/websites that cover the U.S. and Canada. Together with advertising, the package will include target public relations to maximize the AEC community’s knowledge about our identity and what our members can do. We may also decide to facilitate local members’ participation in various trade events, such as those sponsored by AIA, ABC, and other organizations.