X-CUBE is a free E-zine, produced by Out of the Box Marketing Strategies,
Inc., to provide small, minority and women-owned firms in the A/E/C industry
with helpful marketing and business information.
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Sponsors:
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Kinetic Media, Inc. – Animate your projects! Give your audience a
walk-through experience! Provide your client with an interactive, 3D,
panorama view! Our architecturally-trained staff will work with you to turn
your ideas into visual communication tools. Kinetic Media, Inc. – Virtually
Building Your Ideas – www.kineticm.com
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Company Updates:
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1. Out of the Box Marketing Strategies, Inc. is happy to announce that
our President, Elizabeth Geary-Archer has been selected to serve as Vice
President of the NY Chapter for the Society of Marketing Professional
Services for the remainder of the 2002. She will be running for President in
the SMPS elections this May.
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2. Out of the Box Marketing Strategies, Inc. is a proud member of the
American Institute of Architects NY Chapter Marketing Committee. The
committee has developed a stellar series of six exploratory panel
discussions, beginning with «Development Trends in Today’s Economic
Climate.» on April 16th. Contact ega@outoftheboxmarketing.net <mailto:ega@outoftheboxmarketing.net>
for more info.
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This issue includes:
* Marketing Know How: 1, 2, 3: How-to Instructions as a Marketing
Brochure
* Resurrection NYC
* Out and About – What’s Buzzing with A/E/C
* Diversity News
* Cyber scene – Events and Factoids for the Digitally Inclined
* X-Squared – Technology Know How for Small Biz Folk: Cover Your Assets,
by Lena West
* Industry Events
* Non-Industry Event
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Marketing Know How: 1, 2, 3: Instructions as Marketing Brochure
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I know how it is: you feel your clients don’t really know what it is that
you do. They don’t value your services. They aren’t aware of the time
requirements it takes to do the work. They are hard to work with because
they don’t know what their role is in the process. What to do??? Create a
handbook for your services and distribute it as if it were a brochure. What
would a handbook/brochure include? Answers! Answers to the questions your
potential clients always ask you before you’ve landed the job. Here’s a
five-point guide on how to make a handbook brochure for your company:
Step 1
Make a list of all the questions your clients ask you in the
procurement/negotiation stage. Sample questions may include: What is the
role of an _________(architect/contractor/engineer/lighting designer/3D
renderer/cost estimator/etc.)? What credentials should they have? How are
price and fees determined? How is the schedule determined? How should the
client prepare to hire this type of consultant?
Step 2
Write out the answers to the questions you’ve written above. The tone and
style of your writing should match the style of your company and the type of
clients you have.
Step 3
Include a check list of things your clients should be thinking of,
preparing for, assembling, etc. prior to starting work with a consultant
firm like yours.
Step 4
Be informative! Be a resource to your clients by providing them with
helpful information. Provide a list of associations where they can get
information about what it is like to work with a consultant like you. This
will add an air of objectivity and legitimacy to your handbook. Discuss
current trends and options unique to the domain of your service.
Step 5
Make it easy for the client to come to you. Offer a free consultation.
Provide a give-away or gift to those who call and reference the handbook. Or
offer a special rate to gain a competitive edge.
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With best instructions,
Elizabeth Geary-Archer
President
Out of the Box Marketing Strategies, Inc.
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Resurrection NYC
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Our friend Bruce Rosen sent us this update from the Rebuild Downtown Our
Town folks: R.Dot’s “efforts to influence the rebuilding of Lower
Manhattan and the 7 World Trade Center site are clearly paying off.
Leaseholder Larry Silverstein recently announced his plans (New York Post)
to concede to the following key design principles advocated by R.Dot:
– Putting the entire building on one block, allowing Greenwich Street to
pass through the site of WTC 7 and a triangular park on the other side of
Greenwich
– Employing environmentally sound «green building» elements in
new construction
– Reducing the size of 7 WTC (300,000 square feet less than the original
1.9 million)
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We saw this important exhibit on the Van Alen Intitute’s web site:
«RENEWING REBUILDING REMEMBERING – New York is unique. Yet like other
cities that have been struck by disaster, it will come back. Van Alen
Institute has curated Renewing, Rebuilding, Remembering to demonstrate how
cities, after incomparable loss of people and places, find ways to plan,
design, and reconstruct the life of the city. The Exhibit will run from
February 13th, 2002 to April 26th, 2002. Gallery hours are Monday through
Friday 12-6. The exhibit is both about the process-events, people,
organizations-and the design and experience that it led to. The point was
not to compare catastrophes, but to compare, contrast, and try to explicate
and understand initiatives, projects, plans, and actions that took place
after the bomb, the earthquake, the war. After that, what worked, what would
they do differently, what mattered right away, what mattered for the
long-term? In October, the Institute put out a call for ideas for the
exhibit. Students, designers, planners, artists, professors, photographers,
public officials and a wide range of respondents from around the world were
generous in suggesting places, projects, issues, and designs that were
telling for the future of New York. From this response and ongoing research,
the Institute chose to focus on specific processes and projects in seven
cities.» For more info visit: http://www.vanalen.org/exhibits/r_r_r.htm
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Crain’s Forum with John Whitehead, The chairman of the Lower Manhattan
Development Corporation will speak at a Crain’s breakfast forum. Place:
Grand Hyatt Hotel, Address: 42nd Street at Grand Central Terminal, Time:
Tuesday, March 26, 8-8:30 a.m. Networking breakfast, 8:30-9:30 a.m. Program
Event Type: Breakfast. Cost To Attend: $40 prepaid with credit card (Visa,
MC, Amex only) or $50 at the door (cash or check only) All payment is
non-refundable. Provide your name, company, address, telephone number and
credit card information by: * Emailing events@crain.com *Or, faxing in your
reservation with our printable fax form. For further information, call the
Events Hotline at 212-210-0739. Register by: Monday March 18, 2002
Sponsored by: Insignia/ESG, New York City Partnership & Chamber of
Commerce, Media sponsor: WQXR
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Out and About – What’s Buzzing with A/E/C!
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Kristen Richards, the former Editor-in-Chief at DesignArchitecture.com,
is now the Editor-in-Chief at ArchNewsNow.com, a comprehensive daily
newsletter with architecture, design and construction news stories from
around the world. To submit a news release, contact Kristen at Kristen@ArchNewsNow.com
<mailto:Kristen@ArchNewsNow.com>.
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Patricia Lancaster, formerly the VP of Design and Construction at
Columbia University (and other places), has is now the Commissioner of the
NYC Building Department.
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Money for Affordable Housing (or the lack thereof): On March 7th, NYSAFAH
(NY State Association for Affordable Housing) held an information breakfast
with speakers including NYC City Council members Madeline Provenzano, Chair,
Housing & Buildings
Committee, and David I. Weprin, Chair, Finance Committee. Council member
Provenzano said that the affordable housing effort in NYC needs reform.
There is a lack of public funding, she said, and we need to look to private
investment in order to keep building affordable housing. The NYC Building
Department needs to be fully updated and computerized, she said, and she has
requested a meeting with the new Building Department Commissioner to discuss
a modernization effort. Provenzano recommended that the Mayor appoint a
«Housing Czar» to coordinate all of the many housing agencies
(apparently we haven’t had such a person since the days of Koch). Other
reform ventures called for by Provenzano included updating the zoning and
code laws. She suggested 421-a aid be given to developers. The 600 brown
fields in the city should be put to use for affordable housing. And finally,
Provenzano mentions two initiatives she supports: employee-assisted housing
and senior-assisted housing. Council member David Weprin said that the
budget is extremely tight and will be balanced by June but that they would
try to set aside some funding for affordable housing.
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Diversity News
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DIVERSITY EXPO: NY’s Equal Opportunity Hiring Event – Monday, March 19 at
10:00 am. Organizer: Diversity Expo. Location: The Metropolitan Pavilion.
Directions: 110 West 19th Street (between 6th & 7th Aves), NY, NY. Cost:
$5 http://www.diversityexpo.com/
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SPRINGBOARD BOOTCAMP NEW YORK 2002 FOR WOMEN ENTREPRENEURS – Springboard
Bootcamp: New York 2002 is designed to teach women entrepreneurs how to
secure equity capital and gain access to the community that launches
high-growth businesses. Meg Whitman, CEO of eBay, will start the day with
some insights about the challenges and highpoints of running one of the most
successful Internet companies to date. The one-day program offers expert
advice on what it takes to build and pitch a successful equity backed
business, gives participants hands-on experience and demonstrations of
venture pitches, and provides direct access to local service providers,
business development professionals and investor resources. The cost is $100
per person for the whole day and $50 for the afternoon. To register, visit
https://dealflow200.interliant.com/sbbootcampregBoo2002. A detailed program
agenda and registration information can also be found at
www.springboard2000.org. DATE: April 15, 2002; TIME: 8:30 a.m. – 6:00 p.m.;
LOCATION: Goldman Sachs (180 Maiden Lane, 30th Floor, New York City). [We
learned about this event from Andrew M. Alper, President, New York City
Economic Development Corporation. To get on the mailing list for their New
Media/High-Tech Industry e-newsletter, send a request email to: info@newyorkbiz.com].
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Attend LaGuardia College’s Business Workshop for Minority and
Women-Owned Businesses (3/19/2002) – LaGuardia Community College’s Small
Business Development Center is hosting a seminar for minority and
women-owned businesses. Topics to be covered include marketing and business
planning. The workshop will be offered on Tuesday, March 19 from 7:45 a.m. –
2:30 p.m. at the LaGuardia Marriott Hotel. The address is 102 – 05 Ditmars
Boulevard, East Elmhurst, Queens. Admission is $15. For more information and
to register, call (718) 482-5303.
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Cyber scene: Events and Factoids for the Digitally Inclined…
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Tax time is here! Check out this IRS site dedicated to small businesses:
http://www.irs.gov/businesses/small/display/0,,i1=2&i2=23&genericId=20005,00.html
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AIA NY Information Technology Committee – NEXT MONTH’S MEETING: TUESDAY
APRIL 9: «Wireless Campuses/Wireless Cities»: A focus on why there
is a growing trend for wireless college and business campuses; risks vs.
benefits; who’s doing what and where. For info and to RSVP, contact
Committee Chair John Howell by email mailto:jhowell@aiany.org
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Our friend Alexia Henke from the NY Downtown Alliance sent us this fun
announcement: The StartupGallery Party Date: Tuesday, March 19th; Time: 5
-10 pm; Location: TechSpace, 41 East 11th, New York, NY ; To register,
please visit www.youngstartup.com/events . The StartupGallery Party
presented by youngStartup Ventures is an industry gathering featuring
high-level networking opportunities, and an impressive lineup of early stage
VCs discussing their investment strategies for 2002. It will bring together
some of the hottest companies around, along with investors seeking great
opportunities. Speakers include: Edwin A. Goodman, General Partner of
Milestone Venture Partners; Scott Flamm, Managing Partner of Hudson
Ventures; Paul Lisiak, Managing Director of Metropolitan Venture Partners;
Dan Grossman, Associate of Venrock; and Howard Sommer President and Chief
Executive Officer of the New York Community Investment Company. EXPOSURE: As
part of our way to help companies get noticed, Startups seeking capital will
have their logos featured with brief information about their companies
throughout the venue. At the end of the panel, three startups from those
featured, will be chosen by the StartupGallery Sponsors to pitch to the
investor panel.
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AIM Dinner & A Deal Just Around The Corner – New York City April 3
& Philadelphia April 9: AIM will host two more of our well-known
«Dinner & A Deal» events in April: we’ll return to
Metronome, our favorite NYC spot, on the evening of Wednesday, April 3rd,
and the following week AIM will host a D&D event on the night of Tuesday
April 9th in Philadelphia to coincide with the DMA’s Pharmaceutical
Marketing Conference (which runs April 9 and 10). For more info and to
register visit: http://www.imarketing.org/eveCalendar.php?month=April
<http://pull.xmr3.com/p/7168-0F70/33396925/clickto20_.imarketing.org-eveCalendar.php-month=April.html>.
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X-Squared – Technology Know How for Small Biz Folk
By Lena L. West
Cover Your Assets
How are your employees using their business email accounts? When in the
office, what sites are they visiting on the Internet? Do you know? If you
are their employer, you had better make it your business to know – and
quick! You may be putting your company’s security and longevity at risk.
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An electronic communications policy (ECP) is simply a document that
outlines both the monitoring protocol as well as what is considered
appropriate/inappropriate use of company-provided computer equipment,
telephony equipment and Internet/Intranet access. The ECP also outlines
disciplinary actions for abuses of equipment and services.
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It used to be that only large corporations needed ECPs but, with the
ubiquity of computers and digital services, small businesses have to protect
themselves as well. Here’s what your ECP should include:
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1.
Surveillance. List how often monitoring will take place, who is
responsible for handling the monitoring and what will be monitored.
2.
Privacy. Make it clear that company-owned equipment and services are
subject to review by company management. Reserve the right to monitor
activities that are deemed suspicious by company management.
3.
Personal Use. Outline what is considered personal use of services and
equipment. Be as specific as possible by offering examples.
4.
Banned Activities. Make a specific list of activities that are
unacceptable and will not be tolerated. Go over these items early and often.
5.
Ownership. Stress that company-owned equipment and services are paid for
and thus, owned by the company. Reserve the right to take possession of
equipment at any time.
Notification. Let the employee know how and when they will be reminded of
the company’s ECP. It may be at every personnel review, it may be a daily
pop-up window at log on. Whatever method you choose, ensure that your
employees see the notification and that they are aware of it.
6.
Intellectual Property. Outline what is considered company intellectual
property. Express how and with whom this information is to be shared. Remind
employees that email is not a secure medium.
7.
Infractions. Specifically detail the disciplinary procedures if and when
violations do occur. Do not waiver from this policy for anyone. And, all
employees, regardless of rank, should be subject to the same rules.
8.
Win/Win. Explain that the ECP is not a “big brother” tactic that the
company is using to keep track of them. Make it clear how the ECP protects
both the company and the employee.
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Don’t forget to have your employees sign the ECP. This will acknowledge
that they both received and understand the policy.
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If you need help creating your company’s ECP, please email info@xynoMedia.com
for a FREE template.
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Lena L. West is the Founder & CEO of xynoMedia Development, an
information technology consulting company.
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Industry Events
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SMPS is hosting “Breathing New Life Into Old Campus Buildings” on
Thursday, March 28th at 8:00 – 10:00 AM. More than half the buildings in
many school districts and on some college campuses are more than 50 years
old. City and State Agencies discuss renovating rehabilitating and upgrading
aging buildings to meet new academic, research, green and high performance
design requirements. Location: Union League Club, 38 East 37th Street – off
Park Avenue, New York, NY, SPEAKERS: John Krieble – NYC Department of Design
and Construction; Terry Poulin – University of Medicine and Dentistry of New
Jersey; Asif Syed – Flack & Kurtz; Doug McKean – Beyer Blinder Belle.
Cost: PRE-REGISTERED: $55 for Members/$70 for Non-Members, AT THE DOOR: $65
for Members/$80 for Non-Members. FOR FURTHER INFORMATION OR TO REGISTER:
Call 212.867.1948
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Professional Women in Construction – The Annual Awards Reception,
Honoring: WASHINGTON MUTUAL – Project Recognition; NYC SCHOOL CONSTRUCTION
AUTHORITY, Meritorious Award Presented to Ronald A. Gottlieb, PE, President;
SPECIAL RECOGNITION AWARDS: Lisa Lewis, Columbia University; Susan Millard,
Turtle & Hughes, Inc.; Saw-Teen See, PE, Leslie E. Robertson Associates
RLLP; Elly Spicer, NYC & Vicinity Carpenters-Labor Management
Cooperation Trust Fund. Tuesday, March 19, 2002, 5:30 pm to 8:00 pm,
Tickets: $175 per person, The Marriott East Side, Buffet & Open Bar.
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For those still interested in the New Jersey Economic Development
Authority’s school projects, visit this web site for a listing of events
targeted towards helping consultants access this hotbed of work: http://www.njeda.com/njedaschools/about_us/calendar.asp
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«Bricks & Clicks: Challenges in the Digital Age» SCUP North
East Conference: Wednesday, 03/13/2002, thru March 15. Location: Columbia
University, Lerner Hall. Sponsored by: Society of College and University
Planners & Columbia University
Description: Our educational institutions are faced with remarkable
challenge and opportunity in the rapidly changing technological age,
encompassing all aspects of teaching delivery and pedagogical style,
physical facilities and connections within the larger educational
communities, as well as the provision of student services. How can planners,
educators and administrators find their way in the application and
integration of technology when there is no standard or “one size fits all”
prescription for using technology? The theme of this year’s North Atlantic
Regional conference is: Bricks and Clicks: Challenges in the Digital Age.
Registration Contact: Brandy Daniels. Reg. Tel: (734) 998-6966, Reg. Fax:
(734) 998-6532. Member Price: $275, Nonmember Price: $275. More Info:
http://www.ccsu.edu/planning/NASCUP/2002/SpringConf/conf1.htm
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«HIGH-PERFORMANCE GREEN BUILDING DESIGN» – Thursday,
03/14/2002, 5:30PM-7:30PM – Location: 3 West Club 3 West 51st Street New
York, New York 10019. Green Schools: Environmentally Sensitive Design…its
Impact on Buildings and Education
Speakers: Blanche Sheinkopf, National Coordinator/ US Dept of Energy’s
EnergySmart Schools. Program Affiliates:
ABO, Association of Energy Engineers/NYS, BOMA, CoreNet Global (NACORE/IDRC),
CSI NY Chapter, IIDA, NRC, New York Building Congress (NYBC), New York City
Housing Partnership, REBNY. RSVP/Registration Contact: EBA/NYS: email:
ebanys@aol.com or email: cathyshawn@aol.com. Reg. Tel: 518.432.6400 x224 ,
Reg. Fax: 518.432.1383. Member Price: $10 for AIA NY Chapter, EBA/NYS and
USGBC NY Chapter members. Nonmember Price: $20 for non-members. CES Lus: 2,
CES HSW: 2
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Non-Industry Events:
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The NY Biotechnology Association 11th Annual Meeting – OPENING PLENARY,
NEW YORK – THE STATE OF SCIENCE: Dr. Gerald D. Fischbach, Executive VP for
Health & Biomedical Sciences and Dean of Faculty of Medicine, Columbia
University; David Hohn, M.D., President & CEO, Roswell Park Cancer
Institute; Bruce Stillman, Ph.D., Director & CEO, Cold Spring Harbor
Laboratory. Monday, March 18, 12:30 – 2 PM; Luncheon Keynote Speaker,
Russell W. Bessette, M.D., Executive Director, New York State Office of
Science, Technology and Academic Research (NYSTAR). Tuesday, March 19, 12:30
– 2 PM. Luncheon Keynote Speaker: Mayor of New York City, Michael R.
Bloomberg. FOR MORE INFORMATION Phone: 631-444-8895 • Email: info@nyba.org
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If you have any comments, suggestions, or if you have an event that you
would like us to include in X-CUBE, please email Elizabeth Geary-Archer at
ega@outoftheboxmarketing.net
Out of the Box Marketing Strategies, Inc.
Providing innovative marketing strategies to small, minority and
women-owned firms in the design/construction and new media industries.
Subscribe to our newsletter, X-CUBE, which focuses on industry news and
promotional strategies like web marketing. To get on the mailing list visit
our web site:
Out of the Box Marketing Strategies, Inc.