Be Visible. Be Targeted. Be Online.

Transcription

1 Web Advertising and the New Product Marketplace Media Kit 2010

2 According to the AIA 2009 Firm Survey: In 2008, the 18,700 architecture firms owned by AIA members grossed billings of $44.3 billion. Nearly 40 percent of architects offer materials research and specifications as part of their design services. Almost 80 percent of the firms questioned indicated that they use the Internet for researching products. Be Visible. Be Targeted. Be Online. Put your product or service in front of more than 83,500 AIA members and over 2.2 million unique Web site visitors*. Through Web banner advertising on the AIA.org Web site or a directory listing on the New Product Marketplace, you have two ways to reach your potential customers effectively and cost-effectively. Architects are innovators, opinion leaders, and key decision makers with enormous spending power who are often responsible for selecting a wide range of building products and materials that shape and enhance our lives. Highly regarded and respected, their professional opinions are widely valued in the selection of construction products, design tools, commercial and residential finishes, interior fixtures and furnishings, landscape materials, and more. An early adopter of industry trends, the average architect influences a wide circle of clients, friends, and colleagues creating a potential market footprint of several billion dollars. Web Advertising and the New Product Marketplace Two Powerful Tools for Marketing to Architects. In response to emerging industry trends and the growing demand for online access to new products and services, the American Institute of Architects (AIA) introduces Web banner advertising on AIA.org and the New Product Marketplace, an online product directory. Learn more about the advertising opportunities available and how aia.org can be a powerful ally for marketing products and services to architects and building professionals. * January 1 December 31,

3 Demographics Today, the American Institute of Architects is more than 83,500 members strong and growing. Membership Designations The AIA offers membership designations for Architect and Associate members. Architect members are individuals who are licensed to practice architecture in the United States. The AIA currently has 56 percent market penetration among licensed architects.* The Associate membership category comprises individuals with degrees in architecture, those currently working toward licensure, working under the supervision of an architect in a technical capacity related to the practice of architecture, or faculty members in a university program in architecture. *Source: National Council of Architectural Registration Boards *AIA membership as of January 2010 Age Distribution ARCHITECTS ASSOCIATES years 1% years 27% years 16% years 35% years 26% years 18% years 33% years 10% years 16% years 4% years 2% years 0% Undeclared 6% Undeclared 6% 2

4 career designation Firm type ARCHITECTS ASSOCIATES Sole Practitioner 13% Principals 26% ARE Candidate Sole Practitioners 13% 16% Intern 32% 2-4 Members 29% 4-9 Members 27% Members 16% Architects 58% Degree- Traditional Degree- Non Traditional Supervised by Architect Licensed outside of USA 7% 2% 2% 5% Members 10% Members 2% 100+ Members 2% Faculty 1% Other 38% AIA Web Site Information Monthly Page Views and Traffic Fourth Quarter 2009 Total number of visits: 851,808 Average number of visits per day: 9,464 Total page views: 4,498,306 Average number of page views per day: 29,553 General Statistics Based on member surveys, 42 percent of members visit the aia.org Web site occasionally, 29 percent monthly, and 18 percent weekly. Approximately 44 percent of visitors are referred to aia.org via search engine. 41 percent access aia.org via a bookmark or typing the URL into the address field. 3

5 Web Advertising A limited number of placements on the AIA.org Web site are now available for product advertising. Positioned as an outlet to inform our members on resources they need for their practices and projects, it offers product manufacturers, education providers, and service providers the opportunity to increase traffic to their respective Web sites. We have selected only premium Web pages on AIA.org so that site visitors never have to click more than once to see a paid advertisement. You have the ability to specify banner placement on content-specific Web pages placing your message in front of those most likely to be interested in your offering. Rates AIA.org Section URL Monthly Pricing Career Center $2,000 AIA Member Log-In $2,000 Search $1,000 Secondary Landing $1,000 * Secondary pages are one click away from the AIA home page. There are currently twelve web pages available on the AIA.org Web site. Commission and Cash Discounts 10 percent discount rate for agencies working on behalf of manufacturers Up to 10 percent discount for multiple advertisement commitments (minimum placement of two ads can be non-successive) Schedule A signed contract and artwork must be received no later than the fifteenth day of the month preceding when the advertisement is placed online. Web banner advertisements will be listed for one calendar month. All advertisements go live on the first day of each month and remain online until the last day of each month. 4

6 Specifications Banner advertisement must be saved at Web resolution of 72 or 96 dpi using RGB color settings. Acceptable image file formats include.gif,.jpg, or.tif. Animated.gifs, Flash files, or audio/sound files are not accepted. Banners that link to Web sites external to AIA.org will launch a new browser window. Three banner advertisement dimensions/placements are available Second Level Search Home General Policies Web banner advertisements must be approved by the AIA. The banner is placed within a frame that marks the placement as an advertisement. 5

7 New Product Marketplace The New Product Marketplace, is a unique opportunity for building and product manufacturers to share information about new products with AIA members and its Web site audience. The directory listing format provides an opportunity to promote your product s benefits through a description, product image, and hyperlink to the product Web site. Rates New product listings are available in the New Product Marketplace at an annual cost of $4,000 per product. Each listing includes a product image, brief description, and a link to the product Web site. Choose from the following placement options: Standard Placement Includes a basic product listing for 12 months, renewable for a second annual term, for a maximum listing of two years. Products are randomly listed. Featured Product Placement Designed for companies and manufacturers who wish to maximize their visibility and affiliation with our AIA members in a short duration, this 30-day listing ensures that your product listing receives top billing on the online directory. In addition to your standard directory listing, you can purchase this $1,000 add-on to rotate your product in the prominent Featured Product section of the New Product Marketplace. Space is limited to a maximum of 20 products each month. Commission and Cash Discounts 10 percent discount rate for agencies working on behalf of manufacturers 10 percent discount for multiple term or multiple product commitments (note: a standard listing is a 12-month commitment) 6

8 Specifications Product image must be no larger than 120 x 120 pixels, saved at Web resolution of 72 or 96 dpi. Acceptable image file formats include.gif,.jpg,.jpeg with white background, or.png with a transparent background. No animated files or Flash banners can be used. Product title offers a maximum length of 64 characters (including spaces). Product description: up to two short paragraphs, 600 character maximum (including spaces) Link to manufacturer s Web site: 100 character maximum (including spaces) Descriptive link title: 64 character maximum (including spaces) General Policies In order to qualify for placement in the New Product Marketplace, products must have been introduced within the past 24 months. Directory listings are accepted on a rolling basis to ensure your ad gets placed as quickly as possible. Each directory listing must be approved by the AIA. Listing expiration dates are based on the publishing date, not the purchase date. Endorsement Statement The placement of Web banner advertising or listing in the New Product Marketplace of any company or product is not an endorsement by the AIA. The AIA is not responsible for, and expressly disclaims all liability for, damages of any kind arising out of the use, reference to, reliance on, or performance of such listing or products. The AIA does not approve, sponsor, or endorse any product or material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. 7

9 Create a buzz. Reach the right audience. Make a lasting impression. Learn more about the benefits of advertising with the AIA today. For more information, contact: Lisa Talbot, Sales Representative lisatalbot@aia.org The American Institute of Architects 1735 New York Avenue, NW Washington, DC June 2010