AIA Marketing Program

Transcription

1 AIA Marketing Program The American Institute of Architects marketing programs offer an unprecedented level of collaboration between you and the AIA, allowing you to reach our members in new ways, while positioning your brand as a vested advocate for the architecture profession and its future. Get Your Information in Front of AIA Members Position your product or service in front of over 83,000 AIA members and over 2.3 million unique Web site visitors. The AIA Web site, AIA.org, offers you a variety of opportunities to reach your potential customers effectively and cost-efficiently. Architects are innovators, opinion leaders, and key decision makers with enormous spending power. 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. Membership Designations and Demographics The AIA s primary membership designations are Architect and Associate members. Architect members are individuals who are licensed to practice architecture in the United States. The AIA currently has 68 percent market penetration among licensed architects, according to the National Council of Architectural Registration Boards (NCARB). The Associate membership category comprises individuals with degrees in architecture, those currently working toward licensure, those 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. According to the AIA Firm Survey: In 2013, the 18,000 architecture firms owned by AIA members grossed billings of $31 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. Demographics Today, the American Institute of Architects is over 83,000 members strong and growing. On average, AIA membership has increased by five percent annually over the last five years. When architects join the AIA, they tend to stay. Since 2003, membership retention rates have not fallen below 95 percent.

2 AIA 2014 Media Kit

3 2014 AIA Media Kit Position your product or service to over 83,000 AIA members and over 2.3 million annual unique visitors to AIA.org. Architects are innovators, opinion leaders, and key decision makers with enormous spending power. Their professional opinions are widely valued in the selection of construction products, design tools, commercial and residential finishes, interior fixtures 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. In 2013, the 18,000 architecture firms owned by AIA members grossed billings of $31 billion. Member Demographics By TYPE Architect 56,646 Associate 16,287 International Associate 1,262 Emeritus 8,157 Allied 1,292 TOTAL 83,644 Firm Profile Sole Practitioners 29% 2-49 Employees 66% Employees 3% Over 100 Employees 2% TOTAL 100% AIA.org Performance Data 2013 averages Average Monthly Page Views Average Time per visit Average Return Frequency 1.2 million 1-5 minutes 40% within 1 day Cornerstone Partnership $14,500 per year Receive year-round access to AIA members! Over $20,000 in tangible benefits, including: Ability to offer unlimited, AIA-approved continuing education courses Web advertising on AIA.org and use of the AIA member mailing list Priority booth selection and partner-only networking events at the AIA National Convention and Design Expo Built-in marketing funds for collaboration with AIA local chapters and Knowledge Communities

4 AIArchitect Advertising $3,500 per placement The bi-weekly e-newsletter of the Institute, AIArchitect, delivers design news and economic updates to a strong readership of over 70,000. Delivered directly to the inboxes of its subscribers, AIArchitect enjoys a unique open rate consistently over 30 percent. With only two ad placements per issue, your message will be highly visible to AIA members. Display 220x183 pixel advertisement in the e-newsletter Display 220x183 pixel advertisement on the AIArchitect landing page on AIA.org AIArchitect circulation is over 70,000 readers per issue Metrics report detailing distribution, open rates, and ad-specific click-through rates AIArchitect Publication Dates All issues include two ad positions. January 9 January 23 February 6 February 20 March 6 March 20 (AIA Grassroots Conference) April 3 April 17 May 14, 15, 16 (National Convention) May 29 June 12 June 26 July 10 July 24 August 7 August 21 September 4 September 18 October 2 October 16 October 30 November 13 December 4 December 18 AIA.org Web Advertising Starting at $1,500 per month Ad campaigns designed to maximize your reach while keeping you within a budget. Display 220x183 pixel advertisement on AIA.org Guaranteed minimum page views per month Monthly performance report detailing impressions and ad click-through rates Web Advertising Rates - AIA.org 50,000 Impressions 100,000 Impressions 200,000 Impressions 300,000 Impressions CPM 1x 3x 6x 9x 12x $30.00 $1, $1, $1, $1, $1, $28.00 $2, $2, $2, $2, $2, $24.00 $4, $4, $3, $3, $3, $22.00 $6, $5, $5, $5, $4,752.00

5 AIA Knowledge Community Advertising Starting at $500 per placement Place your product directly above quality content targeted at your specific audience and in the inbox of our most active members in those sectors and firms. Display 220x183 pixel banner advertisement at the top fold right column of the contracted list Metrics report detailing distribution, open rates, and ad-specific click-through rates AIA Knowledge Community Advertising Rates List Topic Average # of s Sent Per Year Average Open Per Per Ad Price cote Sustainability pm Practice Management tap Technology cae Education Facilities hkc Housing tdbp Technical Design hrc Historic Preservation spp Small Projects cod Design aah Healthcare Facilities iac Interiors dfa Design for Aging rudc Urban Design ifraa Religious Facilities cafm Facility Managers pa Government Staff cran Custom Residential pd Design-build, etc rec Retail Facilities aaj Justice Facilities cca Contracts Architectural Billings Index $199 per year

6 Architectural Billings Index $199 per year The Architecture Billings Index (ABI) is a diffusion index derived from the monthly Work-on-the-Boards survey, conducted by the AIA Economics & Market Research Group. The ABI serves as a leading economic indicator that leads nonresidential construction activity by approximately 11 months. The indexes are developed from the monthly Work-on-the-Boards survey, where survey panelists are asked to report whether billings during the previous month significantly increased, remained about the same, or significantly decreased from the prior month. According to the proportion of respondents choosing each option. of monthly index to two recipients per company Access to historical data going back to the mid 1990 s To learn more about these opportunities, contact: Jonathan Watson [email protected] Scott Ward [email protected]

7 AIA Partnerships

8 Partnerships Benefit Branding Rights Strategic Partner $275,000 Discovery Partner $125,000 Program Partner $50,000 Use of the AIA partner name on marketing materials x x x x Use of the AIA partner logo on marketing materials x x x x Cornerstone Partner $14,500 Presence on AIA.org Interactive company profile on the partner page of AIA.org x x x x Complimentary Web Advertising on AIA.org Complimentary advertising in direct-to-member e-newsletter (AIArchitect) AIA National Convention AIA Expo Booth Priority Points (selection process) Exhibit booth activation fund (see above) $15,000 $5,000 $5,000 In-booth Partner acknowledgment banner x x x x Partner logo presence: Expo hall banners and general x x x sessions (screen shots) Print advertisement in the Final Program Full Half Sponsor acknowledgement in the Final Program (listing) x x x x Complimentary foursome, College of Fellows x x Chancellor s Cup Annual Golf Tournament Attendance, AIA Partner Summit Marketing Opportunities Component Engagement Fund $25,000 $20,000 $10,000 $1,000 Knowledge Community (KC) Engagement Fund $25,000 $20,000 $5,000 $1,000 Sponsorship of Grassroots Annual Conference $10,000 $2,500 $2,500 $500 Sponsorship of CACE Annual Meeting $10,000 $2,500 $2,500 $500 Use of the AIA Member Direct-Mail List partnerships continued >

9 Education, Publication and Research Opportunities AIA-certified Continuing Education Provider (Passport Level) Strategic Partner $275,000 Discovery Partner $125,000 Architects Knowledge Resource (AKR): Product specifications, research, white papers Conduct one focus group with AIA members x x Conduct one roundtable, annually, x with AIA volunteer leadership Complimentary copies of AIA market research (Firm Survey, Compensation Survey, ABI) Press release announcing partnership x x Program Partner $50,000 Cornerstone Partner $14,500 x x x x x x x x x x x x Complimentary Registrations / Invitations AIA Convention AIA Board reception (Grassroots or Convention, TBD) CACE Annual Meeting (component executives) Sponsored KC events Inaugural 2 1 Grassroots 4 2 1

10 AIA Cornerstone Partner

11 AIA Cornerstone Partner Successful building projects require collaboration between strong partners. An ideal partner, one that is supportive and responsive, can make all the difference in helping you reach your goals. That is why the AIA Cornerstone Partner program assists your company with personal, one-on-one support and access to more than 83,000 members. Continuing Education Provide valuable AIA/CES learning units to AIA members. Cornerstone Partners can produce an unlimited number of AIA/CES-approved courses in formats such as lunch and learns, online seminars and podcasts. Marketing Fund for Local Chapters Looking to connect with a local AIA chapter? We ll provide $1,000 to help you join at the local level or support a local AIA event / program. Marketing Fund to target Specific Practice Groups Knowledge Communities are member-driven virtual communities devoted to particular practice areas. The groups provide direct access to target markets within the design community. We ll provide you $1,000 to get started. Two Months of Advertising on AIA Website Drive traffic to your company Web site by listing your company profile on AIA.org. Partners also receive two complimentary month-long Web banner ads on AIA.org (Web metrics provided). AIA NATIoNAl CoNveNTIoN Receive priority when receiving your booth location. Exclusive traffic-drivers and in-booth partner recognition included. Mailing List Rental Research proves: the efficiency of direct mail is back on the rise. Partners receive one complimentary use of the AIA membership mailing list - build brand awareness, conduct surveys or offer incentives. PeRSoNAl ACCoUNT manager A personalized contact to help simplify your AIA experience. Managers help design your marketing strategy, efficiently integrate, monitor progress and demonstrate return on investment.

12 INDUSTRy DATA Complimentary copies of exclusive market data including: AIA Firm Study (triennial); AIA Compensation Report; Home Design Trends (quarterly) and the Architectural Billings Index, a monthly economic indicator. PUBlICATIoN opportunities Contribute white papers, product specifications and research to the Architects Knowledge Resource - the search engine of AIA.org (monthly Web metrics provided). ATTeND THe AIA PARTNeR SUmmIT A networking and education half-day session designed to provide in-depth economic forecasts, marketing best practices and architectural panels on industry trends and practitioner needs. A must-attend event! To learn more about these opportunities, contact: Jonathan Watson [email protected] g Scott Ward [email protected]

13 AIA Program Partner

14 AIA Program Partner A Program Partnership offers the opportunity to sponsor a program developed by the AIA. These programs are an integral part of members staying current with industry trends and progression. As a Program Partner, your brand will be recognized by thousands of members as a pioneer into the future of the architecture profession. Included in the benefits is Passport level provider status, which gives you the opportunity to offer unlimited AIA-approved continuing education. Your designated account representative provides a one-on-one concierge service, works with you to customize your partnership, and helps develop targeted marketing and eduction strategies that tap into the AIA s nationwide networks. Investment $50,000 per annual subscription The American Institute of Architects offers its members the opportunity to focus on areas of professional interest and connect with others who share their passion for architecture. With more than 20 groups to join, members can customize their involvement with the AIA by accessing information and participating in events most relevant to their professional needs. As an AIA Program Supporter, you have the opportunity to support specific AIA programs, groups, or events, focusing your marketing efforts on those architects who are more likely to use your products or services. From seasonal conferences to banner advertisements, the AIA Program Supporter program has a vehicle to support all budgets and marketing goals. Be Visible AIA Web Site: Place your company logo, description, and Web site link on targeted sections of the AIA Web site. With 66 percent of the AIA membership accessing content on the organization s Web site, your information can be viewed by thousands of potential customers. PublICATIons Leverage members interests in obtaining professional resources by placing your company logo and a banner advertisement on select AIA e-newsletters. AIA groups utilize these electronicformat publications to provide information on the design profession to members. Be Connected Direct Marketing Target your marketing efforts by delivering your company s message to segmented audiences within the AIA. Through direct mail or e-options, you can deliver your messages to those who are most likely to respond. Company information is also included in a bi-annual mailing.

15 Market Research Engage with architect members through focus groups or other research opportunities. If your company is developing a new product or service, or interested in future trends affecting the design profession, what better way to obtain primary research than by going to the experts? Products and Services The AIA increases member value through a diverse suite of products, services, and publications. Align your company with the AIA resource that best meets the needs of your intended audience. Be Collaborative Honor AWARds and Design Competitions Engage with architects through sponsorship of innovative co-branded design contests or annual awards programs. Place your company s services within the context of outstanding design achievements. Scholarships Establish your company as one that supports the future of the profession by sponsoring AIA scholarship programs. Be in Partnership Conferences, Workshops, and Seminars Earn recognition as a sponsor at one of the 100 conferences, workshops, and seminars the AIA hosts for its members each year. Sponsors are recognized in pre-event marketing materials and through promotions on-site. Be Supported Account Representatives Receive personal assistance from a dedicated AIA point of contact. An AIA staff member will serve as a liaison between your company and the organization. Scope of Benefits: The exclusive nature of this partnership allows the AIA to customize it to your individual needs, making it a very efficient spend. The following benefits are included, but not limited to: Four Web advertisements on AIA.org One advertisement in direct-to-member e-newsletter, AIArchitect Attendance for two at the AIA Partner Summit 10 AIA Expo booth priority points $5,000 for AIA Expo booth fund

16 $10,000 for Component Engagement Fund $5,000 for Knowledge Community (KC) Engagement Fund $2,500 for Sponsorship of Grassroots Annual Conference $2,500 for Sponsorship of CACE Annual Meeting One use of the AIA member direct mail list To learn more about included benefits and to discover how we can cater it to your own marketing endeavors, please To learn more about these opportunities, contact: Ann Blackwell director, Corporate Partnerships, partnerships/aia.org

17 AIA Innovation Partner

18 AIA Innovation Partner An Innovation Partnership offers a unique opportunity to work in conjunction with the AIA to create something completely original. The possibilities are endless, from developing new research to continuing education. Discovery Partnership puts your brand in a global spotlight as a leader in architecture innovation. Included in the benefits is Passport level provider status, which gives you the opportunity to offer unlimited AIA-approved continuing education. Your designated account representative provides a one-on-one concierge service, works with you to customize your partnership, and helps develop targeted marketing and education strategies that tap into the AIA s nationwide networks. Investment $125,000 per annual subscription The American Institute of Architects offers its members the opportunity to focus on areas of professional interest and connect with others who share their passion for architecture. With more than 20 groups to join, members can customize their involvement with the AIA by accessing information and participating in events most relevant to their professional needs. As an INNOVATION PARTNER, you have the opportunity to support specific AIA programs, groups, or events, focusing your marketing efforts on those architects who are more likely to use your products or services. From seasonal conferences to banner advertisements, the AIA Innovation Partnership program has a vehicle to support all budgets and marketing goals. Be Visible PReSeNCe AT AIA PRemIeR INDUSTRy events AIA National Convention and Design Expo Council of Architectural Component Executives (CACE) Annual Meeting AIA Grassroots Leadership and Legislative Conference AIA Web Site: Place your company logo, description, and Web site link on targeted sections of the AIA Web site. With 66 percent of the AIA membership accessing content on the organization s Web site, your information can be viewed by thousands of potential customers. PublICATIons Leverage members interests in obtaining professional resources by placing your company logo and a banner advertisement on select AIA e-newsletters. AIA groups utilize these electronic-format publications to provide information on the design profession to members. Be Connected Direct Marketing Target your marketing efforts by delivering your company s message to segmented audiences within the AIA. Through direct mail or e-options, you can deliver your messages to those who are most likely to respond. Company information is also included in a bi-annual mailing.

19 Market Research Engage with architect members through focus groups or other research opportunities. If your company is developing a new product or service, or interested in future trends affecting the design profession, what better way to obtain primary research than by going to the experts? Products and Services The AIA increases member value through a diverse suite of products, services, and publications. Align your company with the AIA resource that best meets the needs of your intended audience. Be Collaborative Honor Awards and Design Competitions Engage with architects through sponsorship of innovative co-branded design contests or annual awards programs. Place your company s services within the context of outstanding design achievements. Scholarships Establish your company as one that supports the future of the profession by sponsoring AIA scholarship programs. Be in Partnership Conferences, Workshops, and Seminars Earn recognition as a sponsor at one of the 100 conferences, workshops, and seminars the AIA hosts for its members each year. Sponsors are recognized in pre-event marketing materials and through promotions on-site. Be Supported Account Representatives Receive personal assistance from a dedicated AIA point of contact. An AIA staff member will serve as a liaison between your company and the organization. Scope of Benefits: The exclusive nature of this partnership allows the AIA to customize it to your individual needs, making it a very efficient spend. The following benefits are included, but not limited to: Six Web advertisements on AIA.org Two advertisements in direct-to-member e-newsletter, AIArchitect Attendance for four at the AIA Partner Summit $7,500 for AIA Expo booth fund BENEFITS CONTINUED ON NEXT PAGE >

20 $20,000 for Component Engagement Fund $20,000 for Knowledge Community (KC) Engagement Fund $2,500 for Sponsorship of Grassroots Annual Conference $2,500 for Sponsorship of CACE Annual Meeting Two uses of the AIA member direct mail list One use of the AIA member direct blast service To learn more about included benefits and to discover how we can cater it to your own marketing endeavors, please To learn more about these opportunities, contact: Ann Blackwell director, Corporate Partnerships, partnerships/aia.org

21 AIA Strategic Partner

22 AIA Strategic Partner The Strategic Partner program offers eight companies the opportunity to align with the AIA as an industry leader. AIA Strategic Partners receive exclusive, organization-wide promotional rights, recognition and access to AIA resources, and an influential membership of over 83,000. Each partnership is customized to provide participants with an integrated marketing solution to help build their business while demonstrating their commitment to providing architects the tools for designing a stronger, richer built environment. Be Visible Comprehensive Presence on the AIA Web Site More than 2.2 million visitors access each month. Strategic Partner visibility includes: Company logo with link on the AIA.org landing page and Web template Interactive company profile on the AIA Strategic Partner page. Drive AIA members to product information, sales representatives, and exclusive promotional offers. Interactive company profile on the AIA Cornerstone Partner page. Connect AIA members with your AIA-certified continuing education courses. Presence AT AIA Premier Industry Events AIA National Convention and Design Expo Council of Architectural Component Executives (CACE) Annual Meeting AIA Grassroots Leadership and Legislative Conference Be Connected AIA Leadership Leverage your partnership with the AIA National Component. Attend an exclusive roundtable with AIA leaders, a networking reception during AIA Convention, and a Partner Summit. Receive introductions to AIA component executives. Focus Groups Conduct a focus group with AIA members and subject-matter experts on a topic of your choosing. Direct Marketing to AIA Members Reach your potential customers with annual, complimentary mailings to AIA membership, AIA component leaders, AIA National Convention attendees, CACE Annual Meeting attendees, and select Knowledge Community events.

23 Be Collaborative Sponsorship Establish your company as one that supports the profession through a year-round sponsorship of an AIA Knowledge Community. The AIA offers members the opportunity to select from 20 professional interest groups ranging from Sustainable Design to Technology in Architectural Practice. Soloso Affirm your company s position as a market leader by posting product specifications and knowledge resources on Soloso, the AIA s online knowledge resource for architects. PublICATIons Augment your credibility with members by publishing articles in AIA KnowledgeNet, a monthly e-journal, and with company spotlights in AIArchitect, a bi-weekly e-newsletter. Both publications are distributed to over 60,000 AIA members. Be in Partnership Exclusive, Year-round Promotional Rights Use of the title AIA Strategic Partner on all advertising, promotional, and marketing materials Use of the exclusive AIA Strategic Partner logo on all advertising, promotional, and marketing materials AIA Cornerstone Partnership Strategic Partners also enjoy the benefits of Cornerstone membership, which includes the ability to offer unlimited AIA-approved continuing education to AIA members in formats such as lunch and learns, online webinars, and Podcasts and provides individual membership benefits to three company employees. Be Supported Account Executive Receive personal assistance from a dedicated AIA point of contact. An account executive assists in guiding your AIA strategy and serves as a liaison between your company and the organization. Metrics Understand the value of your partnership through frequent and continuous evaluation of response metrics. Strategic partners also receive quarterly reports detailing the delivery of marketing activities and their results.

24 AIA Advantage Partner

25 AIA Advantage Partner The American Institute of Architects affinity program, AIA Advantage, delivers unique member value by offering special discounts on products and services that architects use in their businesses every day. Gain valuable exposure as an AIA Advantage partner, and leverage multiple marketing channels within the AIA to access the buying power of more than 80,000 members. Advantage partners are market leaders that enter into an exclusive relationship with the AIA to provide products or services that our members have specifically requested to operate their businesses more effectively. Participate in the Advantage program today and reach thousands of potential customers. Be Visible AIA.org Receive primary placement on the member entry page to AIA members access content on the organization s Web site regularly, which means your company will be seen by thousands of potential customers. As a partner, your company will receive a dedicated page on aia.org with your company s logo, description of services and promotions, and Web site link. Be seen by more than 83,000 members and 300 components nationwide. Member Resource Guide Remain in front of AIA members throughout the year with a company description and Web site link in the annual Member Resource Guide, a benefit available only to AIA Advantage partners. All AIA members receive a copy in either print or electronic format; many rely on the resource guide when they need information on products and services. AIArchitect Supplement your company s outreach to AIA members through AIArchitect, the institute s e-newsletter, sent twice a month to almost 90,000 subscribers. See your account representative for more details. Be Connected Direct Marketing Reach your potential customers with complimentary use of the AIA membership mailing list. Mailing lists are updated quarterly to reduce the number of returned pieces. Market Research: AIA Firm Survey Improve your understanding of the business of architecture by receiving complimentary market research issued by the AIA. Whether you need to know about technology spending among architecture firms or an outlook on construction activity for 12 months in advance, the AIA has business intelligence to give you a competitive edge. Be in Partnership Exclusive Promotional Rights Promote your affiliation with the AIA by placing the AIA Advantage logo on your advertising and marketing materials. The logo serves to emphasize your company s partnership with the AIA and reinforces your role in providing membership value.

26 The AIA National Convention Distinguish your company at the AIA National Convention and Design Exposition. Receive a complimentary space in the AIA Town Hall member services area and a complimentary insertion of one promotional piece in attendee bags. Other opportunities for sponsorships are available. Be Supported Account Representatives Receive personal assistance from dedicated AIA points of contact. An account representative helps facilitate your entrance into the program. Once engaged, you receive support from an AIA staff member who serves as a liaison between your company and the organization. Channel Reach AIA Members 83,000 + AIA Chapters/Components (nationwide) 300 AIArchitect e-newsletter recipients 90,000 Attendees at the AIA National Convention & Design Exposition 18,000 Program Benefits Value Dedicated web page on AIA.org $10,000 Logo and description on AIA.org $7,500 AIA membership list rental (price equivalent to one-time use) $9,500 AIA National Convention attendee bag insert $10,500 AIA National Convention exhibition space $5,000 One-month banner advertisement on AIA.org $1,500 AIA Firm Survey $130 Placement in the AIA Member Benefits Guide N/A Actual Price for AIA Advantage Partner $0.00 To learn more about these opportunities, contact: mai ebert manager, Business Relationships (202) [email protected]