Expose Yourself: Marketing Black A/E/C firms

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Expose Yourself:
Marketing Black A/E/C firms

by Elizabeth Geary-Archer   Do you hear that sound? That rumble is the stampede of marketing and PR consultants rushing towards Black construction industry professionals. Why? Black architects/engineers/constructors are the last group of professional service providers to hold out against spending precious dollars on marketing themselves. They are an untapped market and marketing consultants of all hues are gearing up to capitalize on the situation.  There are some exceptions. If you look in the Big Black Book published by Unlimited Creative Enterprises, youíll see a beautiful full-page ad complete with pictures for Simmons Design Group, LTD. There are a handful of Blacks from this industry in the Tri-State area that have managed to put themselves in the publicís eye. Courtney Sloane, an interior designer based in New Jersey landed herself a design column in Essence Magazine. Jack Travis, a Harlem-based architect, historian and peddler of the afro-centric design contingent, is published often in the design press. Roberta Washington, one of the countryís premiere Black woman architects, is the darling of The New York Times Editors and is quoted when the general public wants to know whatís going on with the Black architectural scene. Designer and Yale/Cornell teacher Felicia Davis caused a scandal in the design community when she posed in a Coach handbag ad that was posted in most of New York Cityís subway cars. But for most Black members of the construction industry, marketing, business development, public relations and office management strategies are vague, nagging items at the bottom of impossibly long and urgent «To Do» lists. Until you find your own marketing consultant, here are a few helpful marketing tips to help give you an edge on the competition without paying for an exhaustive marketing plan that no one in your firm (including you) will ever read:
  • Get over the «it has to be perfect» syndrome. Typos donít stop the Amsterdam News from issuing their weekly newspaper. Just concentrate on getting your name and company out in front of the public eye. Just remember the three points of Public Relations: tell the truth, tell the whole story and tell it fast.
  • Go visit the AIA New York Chapter. You donít need an appointment. In the reception area they have free copies of their newsletter Oculus, copies of the monthly calendar of AIA events, competition announcements, Registration applications and class announcements, and other useful industry information. You can go to committee meetings even if youíre not a member of the AIA. The networking is fabulous and often generates referrals or joint-venture opportunities. Engineers and constructors should go too. After all, the AIA is made up of your clients! Call for office hours, 212-683-0023.
  • Write a brief one-page press release for your major projects and fax them to your local newspapers. People want to know whatís going on in their communities. To get published, focus on the «human-interest» element of your projects and stay away from technical jargon.
  • Network as much as you can. And remember, EVERYONE (your banker, your real estate broker, your childís teacher, or your second cousinís Godfather) is a potential client or referral. Look in the calendar of events section of New York Construction News, Metropolis, Crains Business Magazine, and Grid Magazine. Always be courteous, share what youíre working on, and focus on connections ñ»You live in Bayside? I did a Church in Bayside. Yes, itís on Birch Street. You were baptized there? Yes, Father Jones was a great client. Hereís my card, itís been so nice talking to you!»
  • Try to have a brochure madeÖor just make your own. Make one-page project sheets with a project description, the client, size, and completion date. Paste on a photo. Add to your brochure a firm bio, resumes of your key staff and any other information like an awards list and articles about projects youíve worked on. Take the whole kit to Kinkos and have them make color copies and bind it with a spiral binding. Make about 50 little books. Youíll have them to give out or to send to clients.
  • Read Stephen Klimentís book Writing for Design Professionals (W.W. Norton & Company, NY 1998 ñ www.wwnorton.com). The book provides easy to read, practical advice on how to write successful proposals, letters, brochures, portfolios, reports, presentations and job applications.
  • Get involved! Try these associations for starters:
  • Get help! Utilize the Internship Program at City College’s School of Architecture. For $5.00 an hour you’ll get a CAD-proficient, third-year student, fully prepped in the professional demeanor required for an office environment. To inquire, call Joseph DePace 212-807-7843.
  • Get Pre-qualified! Several of the public agencies and authorities in New York City have a system for pre-qualifying consultants, including those who provide design, graphic and engineering services. Here is a list of contact numbers for some the more active public offices:
    • NYC Department of Design & Construction, Ms. Pearline Greenidge, (718) 391-1545
    • NYC School Construction Authority, Ms. Monique Thomas (718) 472-8805
    • NYC Economic Development Corporation, Ms. Cheryl Elmore (212) 312-3620
    • General Services Administration, Call (212) 264-1234 to get on the Bidders List
    • NY City and NY State Minority Certification
    • NY City Department of Business Services, Mary Colon (212) 513-6464
    • NY State Department of Economic Development/Division of Minority and Women’s Business Development (212) 803-2200

Although you don’t have to register your firm as a Minority Business Enterprise (there are some discriminatory elements to the whole programÖif youíd like to help change the State legislative affirmative action language, call Donna Drayton of C. Virginia Fields office 212-669-2968, or the Association of Minority Enterprises of NY 718-291-1641), it may increase your business opportunities. Both New York City and New York State publish directories listing all the certified W/MBEs. The directories are distributed to city and state officials, as well as some private companies. The directory is also published in the Internet. There are some projects reserved for MBE firms. Sometimes large majority firms are looking to fulfill MBE requirements attached to state and federal projects. Your MBE status adds incentive for majority firms to include you on their team as a consultant or a join-venture partner. Some Black firm principals prefer not to become MBE certified because they want to be recognized for their work, not for their minority status. Also, the M/WBE application form is an exhaustive document running over 20 pages. Becoming a certified MBE is a personal decision in the end.

While the rush of marketing consultants may have yet to reach the welcome mat of Black-owned A/E/C firms, you can bet their arrival is soon to come. They are a worthy investment to boost your business so open your doors to them and let their expertise help lead you to success.   Elizabeth Geary-Archer, trained as an architect, is a New York-based marketing consultant for the A/E/C industry. She is the Director for Marketing and Business Development for Kapell and Kostow Architects, serves on the Board of the Society of Marketing Professional Services New York Chapter and is a member of the AIA NY Chapter Marketing and PR Committee.
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