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-sensitive 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. has a new mailing address:
29 John Street #249, New York, NY 10038. Our telephones, fax and web site
address remains the same.
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2. As a proud member of the SMPS Diversity Task Force, Out of the Box
Marketing Strategies, Inc. is delighted to invite you to our next event
«Diversity by Design: Beyond Affirmative Action Goals.» See the
«Industry Events» section for all the details.
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This issue includes:
* Marketing Know How: Making the Rounds
* Resurrection NYC
* Out and About – What’s Buzzing with A/E/C
* Diversity News
* Cyber scene – Events and Factoids for the Digitally Inclined
* Industry Events
* Non-Industry Events
* Featured Article: (Zowie!) Web Site Content Development
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Marketing Know How: Making the Rounds
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«We just want to bring more business in the door,» say many
principals of firms during these «changing» times. When we at Out
of the Box Marketing Strategies, Inc. hear this we know that it is time for
those principals to start making the rounds. What does «making the
rounds» mean? In this case, it means getting out of the office an out
into the places where your clients are. Your clients need to see you. It has
been our experience that whenever we’ve put our clients in the path of THEIR
clients, awarded projects start to materialize. We suggested to one of our
clients that they should attend an event where many of their clients would
be in attendance. Not only did they make many new contacts, they ran into a
potential client they had been trying to do business with for a long time.
The potential client told them to visit him the next day to go over the
details of a new project. Boom, there it is. Put yourselves in your client’s
shoes: Say you’re at a seminar/networking event and you bump into your
accountant/real estate broker/printer. You remember, all of the sudden, that
there is a project you need them to do for you. You tell them to call you
the next day to begin. Well, maybe it isn’t that easy all the time. Maybe
you really have to work for it. Sometimes, while out making the rounds, you
bump into a potential client and you begin to have a conversation with them.
Maybe your potential client doesn’t realize he needs your services. But you
start talking to him/her and they realize they really do need a firm like
yours to help them out with something. Whatever happens while your out
making the rounds would never happen if you were back in the office. Here
are some venues where «client types» will be in abundance in the
coming weeks:
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Airport Clients will be at the:
FAA COMMERCIAL AVIATION FORECAST CONFERENCE on MARCH 12-13, 2002, in
WASHINGTON, DC. «PLANNING FOR THE FUTURE IN AN UNCERTAIN
ENVIRONMENT»
http://api.hq.faa.gov/Conference/2002/Commercial2002/27thconfhtml.htm
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Supportive Housing Clients will be at the:
The Supportive Housing Network of New York 2002 NETWORK AWARDS BENEFIT on
FRIDAY FEBRUARY 28
http://www.shnny.org/events.htm
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Retail Clients will be at the:
International Council of Shopping Centers
2002 New England Retail Forum
http://www.icsc.org/cgi/mtdsp?meeting=2002S12+++
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Roundly yours,
Elizabeth Geary-Archer
President
Out of the Box Marketing Strategies, Inc.
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Resurrection NYC
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On February 5th AREW hosted a sold out crowd who all wanted to hear Larry
Silverstein (Owner of the WTC site) talk about Ground Zero and what he plans
to do there. Introduced by real estate diva Faith Hope Consolo, Larry won us
all over with his down-to-earth style. Because he was contacted by several
supportive would-be tenants who wanted it, Larry says he was tempted to
rebuild the twin towers as the 110-story iconic twins we all fondly
remember. But he paused and talked to his wife about it.
«Sweetheart,» he said, «you have two kids in the industry,
would you want them to be working 110 storys up in the air?» When she
replied that it would make her feel uncomfortable, Larry agreed and decided
the market would feel more comfortable leasing space in 40 or 50-story
towers. Bursting with optimism, He claims the Pataki, Bloomberg, the Port
Authority and the head of the Lower Manhattan Development Corporation (LMDC)
are all backing him and will help to expedite the process. The biggest hold
up is the legal issue regarding the insurance for the two fallen towers. The
courts won’t have a decision until after labor day of whether the attacks
will be seen as one or two events (the difference between $3.5 or 7
Billion). There will be an expedited appeal process and, hopes Larry, a
final verdict will be given in the first or second quarter of 2003. The
memorial will be managed by the LMDC and Larry indicated that it (in
addition to transportation outlets and a «city grid vs. super block
approach») would be the guiding design factor. It is a big undertaking
for a 70-year-old guy, admitted Larry. So again, he turned to his wife:
«Sweetie, should we buy another boat, enjoy life, take it easy? Or
should we go forward with the development of the WTC site?» His wife
thought about it and said «Honey, you wouldn’t be happy doing anything
else, so we’d better get working on it!»
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The Women in Transportation Seminar (WTS) held it’s annual meeting on
January 30th. MTA Chairman Peter Kalikow gave the keynote address. He told
the audience that he was sincerely committed to the 2nd Avenue Subway Line
and had told the Governor that he would respectfully decline taking the role
as MTA Chairman unless he could count on Pataki’s support for the funding.
Optimistically ambitious, he also hopes to see the extension of the No. 7
Subway Line brought over to the West Side of Manhattan. We were hoping for
similar confidence regarding downtown projects but heard from an MTA
employee that there just wasn’t enough funding for the Battery Park City
extension plans.
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Carl Weisbrod, Director of the NY Downtown Alliance, sent out a memo to
downtown businesses on February 1, 2002 regarding the New York State Action
Plan for New York Business Recovery and Economic Revitalization. He wrote
that On Friday, January 25th, the New York State Empire State Development
Corporation, in conjunction with New York City’s Economic Development
Corporation, released an action plan for the $700 million appropriated to
New York State through the U.S. Department of Housing and Urban Development.
The plan outlines how the funding will be used to revitalize the area and
the businesses affected by the tragic events of September 11, 2001. A
complete text of the action plan is available at: www.nylovessmallbiz.com
For questions about the action plan and how it can help your business,
please contact Empire State Development Corporation at (800) ILOVENY
(1-800-456-8369). If you have any other questions about the recovery effort
in Lower Manhattan, please contact the Downtown Alliance at (212) 566-6700.
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Out and About – What’s Buzzing with A/E/C!
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Adrian Benepe is our new Parks Commissioner. We wonder what new projects
he has up his sleeve???
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With a new mayor in town, everyone is buzzing about possibly bringing
back the old charter for a M/WBE affirmative action program for NYC-funded
projects. Hon. and Council member, Yvette Clarke, is dedicated to this issue
and is organizing several related events. Manhattan Borough President, C.
Virginia Fields, has always been focused on M/WBE development and recently
co-sponsored a «Meet the General Contractors» event at North
General Hospital in Harlem to give M/WBE sub-contractors in the area a
chance to meet builders and contractors who are active in Uptown. The
Borough President’s co-host was the NY State Association for Affordable
Housing (NYSAFAH) a trade association for private sector organizations
throughout New York State that are involved in affordable housing. Their
goals are to increase affordable housing programs and subsidies, to become a
voice for professionals in the field, and to inform members of new
opportunities and developments. If you’re an M/WBE sub-contractor based in
Upper Manhattan, send a marketing package to these firms:
Eric Bilhuber
BFC
2226 First Avenue
New York, NY 10029
(212) 722-3671
Steven Bluestone
Bluestone Organization, Inc., The
193-04 Horace Harding Expressway
Fresh Meadows, NY 11365-0454
(718) 264-1420 x224
John Cross
Cross Construction Co. Inc.
599 West Hartsdale Avenue, Suite 202A
White Plains, NY 10607
(914) 328-7656
John Frezza
Strategic Construction Corp.
216 Hall Street
Brooklyn, NY 11205
(718) 857-1100
Ken Haron
Artimus Construction Inc.
207 East 94th Street
New York, NY 10128
(212) 996-5100
Robert Herman
Apartment Rehabilitation Corporation
5925 Broadway
Bronx, NY 10463
(718) 884-7676 x 21
Sandy Loewntheil
L&M Equity Participants LTD.
1865 Palmer Avenue
Larchmont, NY 10538
(914) 833-3000 x16
Kenneth Miller
Gotham Construction
201 E. 42nd Street
New York, NY 10017
(212) 599-0520
Michael Saperstein,
The Bluestone Organization
193-04 Horace Harding Expressway
Fresh Meadows, NY 11365-0454
(718) 264-1420
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Green Dream – Well, it might be just a recycled fad from the 1970’s but
fact is, «green design» has made a big comeback. Even the AIA has
a contest going to see what the Top Ten Green Projects are (http://www.aia.org/pia/cote/topten/)
If you want to list the expertise on your brochure, however, make sure
you’ve really been practicing in the verdine persuasion. Use these links to
do your homework:
<http://www.greenbuilder.com/conference> , Green Building
Conference
<http://avisamerica.com> , Bradley Builders and Developers Inc.,
builders of solar homes
<http://csf.colorado.edu/perma> , Cross Timbers Permaculture Inst.
on Lake Buchanan, TX
<http://www.sustainable.doe.gov> , DOE’s Center of Excellence for
Sustainable Development
<http://www.earthship.org> , Earthship
<http://www.epa.gov/energystar.html> , EPA Energy Star Programs
<http://www.eeba.org/> , Energy Efficient Building Assoc
<http://www.esf.edu> , Faculty of Construction Management; Wood
Products Engineering,
State University of New York, College of Environmental Science and
Forestry
<http://www.sustainableusa.org> , Global Environment; Technology
Foundation
<http://www.greenseal.com> , Green Seal nonprofit certification
program
<http://www.hhinst.com> , Healthy House Institute
<http://www.az.com/~cwebb/ebg.html> , Northwest Eco-Building Guild
<http://www.pge.online.com> , Portland General Electric’s Earth
Smart home
<http://www.its-canada.com/reed/index.htm> , Residential Energy
Efficiency Database
<http://solstice.crest.org/efficiency/irt/trc.htm> , The Results
Center
<http://www.envirolink.org/sbn> , Sustainable Business Network
Journal
<http://www.buildingscience.com/buildamerica.html> , Systems
Approach to Advanced Housing Design
<http://www.epa.gov/appdstar/homes/home.html> , U.S. EPA’s Energy
Star Homes Program
<http://www.usgbc.org> , U.S. Green Building Council
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Diversity News
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The SBA Office of Advocacy has released a report-«Women in Business,
2001.» According to the report, business ownership has been one of the
most effective means of improving women’s economic well-being. Women-headed
households with a business had an average income level 2.5 times that of
those without a business; similarly, those with a business had an average
net worth nearly six times those without. To read more on the social and
economic characteristics of women in business, visit http://www.sba.gov/ADVO/.
Brought to you by http://www.score.org, SCORE, «Counselors to America’s
Small Business,» a nonprofit association and resource partner with
the
U.S. Small Business Administration.
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Did you know??? – The US Hispanic Chamber of Commerce has a procurement
opportunities link on its web site. Check it out at: http://www.ushcc.com/cont_opp.htm
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Checking the pulse of the new majority – As the increasing number of
minorities become the new majority, who is studying the integration of
minorities into the work scene? The American Institute for Managing
Diversity, Inc. (AIMD) has set the pace for examining and addressing
diversity-management issues. It formulated definitions for representation
(affirmative action), understanding differences, managing diversity and
strategic diversity management and evolved a strategic diversity management
process to facilitate sustainable change. Diversity Initiative Forum
<http://dreamtv.net/page.asp?itemid=1073&siteid=626>
http://www.aimd.org <http://aimd.org>
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Cyber scene: Events and Factoids for the Digitally Inclined…
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Broadband Brooklyn Bar Night is Next Wednesday, February 13th! If you
thought you missed this month’s Broadband Brooklyn Bar Night, think again,
the monthly networking social that highlights Brooklyn’s evening culture is
back. After an early winter break, Park Slope’s Loki Lounge is the place.
According to Zagat’s 2002 New York City Nightlife Survey, Loki «is
worth traveling to Brooklyn for,» so don’t miss your chance to
experience the spacious bar, lush decor and playful ambiance with new and
old friends. Find out more about Loki at www.lpkilounge.tv. Join us at: Loki
Lounge, 304 5th Avenue @ 2nd Street – Park Slope, Brooklyn, 6PM – 9PM. To
RSVP and for additional information about Broadband Brooklyn go to
www.ibrooklyn.com/barnight.
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Join the AIA NY INFORMATION TECHNOLOGY COMMITTEE Tuesday evening,
February 12 as our hosts Perkins & Will welcome us to their New York
offices, offering us an inside look at their first-rate IT operation.
Committee participants Louis Chibbaro and Michael White will focus the
evening’s discussion on how the NYC office functions within their large
national practice.
LOGISTICS: WHEN: Tuesday, February 12, 6:15pm – 8:15pm; WHERE: One Park
Avenue – 19th floor (between E.32 & E.33 streets): ID: Bring picture ID
and allow time for building security!; VIA: IRT #6 (33rd st) convenient Penn
Station, Grand Central; CES/LU: 2.0 AIA Continuing Education Units (valid
for NYS Arch.Reg.); RSVP: by email mailto:jhowell@aiany.org or tel.
914-589-0278
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Research on Demand!: THE solution for overworked design professionals.
When the economy gets bad, and layoffs begin, work piles up for those who
remain. «Cut backs in services make it especially hard for interior
designers to get their work done, says Suzanne Swift, President of the
Industry’s Number 1 site for sourcing design products and services.»
«That’s why SpecSimple.com has come up an innovative new service called
Research on Demand! Now architects and designers don’t have to settle for
just any product – they can quickly put their hands on the one they really
need.» Swift explained how her firm has created a stable of research
professionals eager to answer the toughest product questions on any
designer’s punch list. Drawn from top architecture and design firms, these
experts form an elite team that makes the onerous job of research easy.
What’s more, most design professionals can bill this service to their
clients. In addition, SpecSimple.com’s Research on Demand! provides contact
information for Manufacturers and local Representatives. Visit
www.specsimple.com <http://www.specsimple.com> for more information.
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Industry Events
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THE WTS GREATER NEW YORK CHAPTER PRESENTS – «NYCDDC: Meeting the
Needs of New York City’s Recovery Effort and Looking to the Challenges of
Tomorrow. Michael Burton, Executive Deputy Commissioner NYCDDC. Anne
Papageorge, Deputy Commissioner NYCDDC Date: Wednesday February 27, 2002;
Place: Club 101, Corner of 40th Street & Park Avenue; DOORS OPEN AT
5:30PM, dinner begins at 6:30 PM with program following. RSVP BY: Monday
February 25, 2002, Christine Chu: 212 360-3061, RSVP by e-mail (preferred)
wts_ny@yahoo.com <mailto:wts_ny@yahoo.com>. WTS Members: $45, Guests:
$55
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PROFESSIONAL WOMEN IN CONSTRUCTION presents a Grand Networking Event with
Exhibit Tables: “MEET THE CONSTRUCTION CHIEFS” Tuesday, February 26,
2002 5:30 pm – 8:00 pm, La Maganette Ristorante, 50th Street & Third
Avenue, NYC, Tickets: $50 members; $65 non-members ($10 surcharge at the
door if no reservation), *includes buffet (cash bar available)*
t: 212.486.7745 f: 212.486.0228, email: pwcusa1@aol.com, website:
www.pwcusa.org
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Diversity by Design: Beyond Affirmative Action Goals – DATE: Wednesday,
February 20th; TIME: 12:00 – 2:00 PM; PLACE: Cornell Club; 6 E. 44th Street
(between 5th & Madison Avenues) New York, NY ; The Society for Marketing
Professional Services invites you to attend a Diversity Task Force Luncheon.
Our panel of speakers will focus on: The benefits of diversity in our
increasingly multicultural world, The importance of marketing in achieving
diversity, The value of SMPS as a tool for education, networking and
teambuilding – the building blocks of genuine diversity. SPEAKERS,
including: Karen Phillips,CEO, Abyssinian Development Corporation, Dickie
Sykes, Corporate Director, Minority Business Development & EEO,AMEC,
Alex Garcia, Principal, El Taller Colaborativo, Richard Castor, Vice
President, Corporate Community Resources, Bovis Lend Lease, SPECIAL GUESTS:
The following organizations will have representatives available to discuss
the Diversity Programs: Port Authority of New York and New Jersey, Dormitory
Authority State of New York, New York City School Construction Authority,
State University Construction Fund. COST: PRE-REGISTERED: $40 for Members
& Employees of M/WBE Firms, $50 for Non-Members, AT THE DOOR: $50 for
Members & M/WBEs/$60 for Non-Members, FOR FURTHER INFORMATION OR TO
REGISTER: Call us at 212.867.1948 or email: register@smpsny.org.
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Non-Industry Events:
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Women’s Exclusive “Accelerated Networking” Luncheon Event! Are you
looking for more sales? Clients? Business and or career opportunities? Join
the excitement and serious “revenue generating” networking that will
take place at the February 27th eWomenNetwork “Accelerated Networking”
luncheon. LOGISTICS: When: Wednesday, February 27, 2002 / Time: 12:00 Noon
to 2:00 PM / (Arrive early. Informal networking begins at 11:30 AM) / Where:
Avra Restaurant, 141 East 48th Street (between Lexington & Third Aves.)
in the Wine Room / Cost: $65 for first time guest. For members of
eWomenNetwork $55./ Registration: Call your registration in at 212-644-3117
Guest Speaker: Roni Abrams, Media and Management Consultant. Topic: “Effective
Networking»
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JOIN BLACKLINES MAGAZINE ON AN AFRICAN AMERICAN LEARNING EXPERIENCE: “HARLEM
MY HERITAGE” TOUR LOCATIONS: AUDOBOURN ALLROOM,BLOOMSTEINS, COTTON CLUB,
SCHOMBURGLIBRARY, THERESA HOTEL, THE BELL TOWER, NATIONAL ACTION NETWORK,
APOLLOTHEATRE, MADAM C.J. WALKER SALONS, STRIVER ROW ASTOR ROW, SLYVAN
TERRACE, SUGARHILL HARLEM OPERA HOUSE, AMSTERDAM NEWS ABYSYNNIAN BAPTIST
CHURCH, UNITYFUNERAL HOME, MEET HISTORICAL LEADERS AND HISTORICAL
DESCENDANTS, LEARN AHERITAGE YOU ONLY THOUGHT YOU KNEW, JOIN US IN
REMEMBERING YOUR PAST TODETERMINE YOUR FUTURE. ENJOY LUNCH AT THEFAMOUS “AMY
RUTH’S.” TOUR DATE FEBRUARY23, SATURDAY 2002. TOUR DEPARTS,Marriott
Hotel Brooklyn on Jay Street side, 10:00 am SHARP. FOR TICKETS:
KathleenEttienne-Jerome @ BLACKLINES 718 703 8000.
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Tuesday 26 February 2002 – Crain’s NY Business Magazine Event- Speaker:
Daniel Doctoroff, Deputy Mayor for Economic Development. Place: Sheraton New
York; Address: 811 Seventh Avenue, between 52nd and 53rd Streets; Time:
8-8:30 am Networking Breakfast 8:30-9:30 am Program. $40 prepaid with credit
card (Visa, MC, Amex only) -or-$50 at the door (cash or check only and you
must register in advance!) All payment is non-refundable. Provide your name,
company, address, telephone number and credit card information by: * Sending
a fax to «Doctoroff Breakfast Forum» at 212-210-0499 * Emailing
events@crain.com <mailto:events@crain.com?subject=Daniel Doctoroff
Breakfast> with «Doctoroff Breakfast Forum» in the subject
line. Register by: Friday February 22, 2002. Contact: 212-210-0739.
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Marketing Article Courtesy of ClickZ.com
Web Site Content Development – If content is king, Susan Solomon wonders:
Then why is web site content so thoroughly mediocre? All too often, site
publishers settle for bland, generic information or rehashed newswire copy.
But it needn’t be so… Susan gives straight answers on how publishers can
vastly improve otherwise scripted fare.
http://www.clickz.com/design/cont_dev/article.php/972211
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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
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Out of the Box Marketing Strategies, Inc.