| X-CUBE 102501 v.2.i.9
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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Sponsor:
—X—
Bradford Construction Corporation – providing construction services for
commercial, educational, health care and non-profit clients. Our Mission is
to blend our professional and technical expertise with the goals of our
clients. We make a difference…the Bradford Difference. (212) 967-6002
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Hi All!
X-PANDING!!! Out of the Box Marketing Strategies Inc. is thrilled to
announce that long-time marketer, Gina Bedoya has joined our company. Gina
has over 15 years of experience in creatively marketing for the A/E/C
industry. She is the President of the NY Chapter of the Society of Marketing
for Professional Services (SMPS) and will be an invaluable resource for us
and all of our clients. —X— WHAT’S NEW!!! X-CUBE will now feature a
section titled «Resurrection NYC», which will cover news bits
about the effort to rebuild NYC’s damages as they relate to the
Architectural/Engineering/Construction industry.—X— NEW LOCALE!!! Due to
September 11th’s tragic events, Out of the Box Marketing Strategies Inc. has
temporarily found refuge in the kind offices of Bradford Construction
Corporation located at 545 Eighth Avenue at W. 37th Street, Suite 1900N.
Faxes to us may be sent to (212) 967-0408. The phone, postal and email
remain the same, however. Many thanks to Bradford’s president, Sandra Wilkin
for her warmth and hospitality.
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This issue includes:
* Marketing Know How: Somebody Pass Me the WhiteOut, We’re Going Through
a Correction!
* Resurrection NYC – Stepping Up to the Plate
* 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
* Industry Events
* Non-Industry Events
* Marketing Article: follow the web link
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Marketing Know How: Somebody Pass Me the WhiteOut, We’re Going Through a
Correction!
—X—
One woman’s «market correction» is another woman’s «bad
economy». Whatever you want to call this phase our country is
experiencing, many AEC firms are trying to figure out how to keep their
receivables up, their overhead down and their businesses open. There are all
sorts of variables that effect these businesses including: fewer projects to
go around, making payroll, and juggling overhead expenses (ie. marketing
staff). Some corporate leaders will say the first thing to do is reduce the
marketing effort. But others say that is the worst thing to do. «This
is the time when you need marketing the most,» says industry veteran
Mindy Lyle, a Principle at Ai, and who over the last twenty years has led
more than one design firm through bad economies to success. Keep in mind
that someone has to keep your firm visible and be on the look out for leads.
—X— Another issue that sparks conflicting advice is whether to
«diversify» your services and markets or to specialize — find
that special niche. Don’t let either camp keep you in a box. Stay flexible
and figure out what makes sense for your firm. If the only work clients are
commissioning is interior renovations, then being an interiors specialist is
not a bad thing. On the other hand, if you normally service one building
type but the skills of your firm can accommodate another market that is
doing a lot of building, then it would behoove you to «diversify»
to stay alive during lean times. Another strategy firms turn to in a slow
market is the pursuit of government contracts. Before you download all those
PDF forms from www.nyc.gov, consider these two things: 1) if you haven’t
been marketing to the government agencies all along, it takes one to three
years of hard-hitting marketing to land a government project; and 2) it is
rumored that in New York City, almost all agency project budgets will be cut
by a minimum of 15% in response to the tragedy on September 11th. To
short-cut your way to the agencies, consider teaming with firms who’ve done
government work but who need to boost their staffing or gain a specialty
that hopefully your firm has. —X— Make an effort to keep your staff.
You’ve invested a lot of time and money turning them into your faithful
employees. Before you’re forced to lay people off, turn them all into an
army of business development agents. Hire a marketing consultant to teach a
seminar on business development [read: how to scout business leads]. Then
offer a 10% finders fee to anyone who brings in a lead that turns into a
paying project. «Leads come from anywhere,» says Ronnette Riley
who has a firm located in the Empire State Building, «a lead can come
from the secretary’s boyfriend’s step-mother.»
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Best wishes and many matronly leads,
Elizabeth Geary-Archer
President
Out of the Box Marketing Strategies, Inc.
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Resurrection NYC: Stepping Up to the Plate
—X—
The New York Downtown Alliance is certainly stepping up to the plate.
Director Carl Weisbrod sent out an email to downtown businesses regarding
insurance issues. In his memo, Mr. Weisbrod writes: “I have been working
closely with the New York State Department of Insurance to assist on claims
arising out of the September 11 attack. Today [10/01/01], the Insurance
Department graciously allowed me, and a pro bono insurance attorney
assisting us, to sit in on its daily conference call with insurance
carriers. While we are awaiting the general answers to these questions, it
would be helpful if you could let us know specific examples of how you have
been affected by these issues, as well as let us know other general
insurance issues that you would like us to bring to the attention of the
Department. Unfortunately, our phone and FAX service is still out, so please
email us at insurance@downtownny.com.”
—X—
The NYC Economic Development Corporation is here to help. President
Michael G. Carey sent out an email to downtown businesses regarding loan
opportunities. He writes: «If your company was directly affected, we
would like to help you get back to business. For information on federal,
state and city disaster relief, visit http://newyorkbiz.com. You may wish to
contact one of the banks participating in the World Trade Center Disaster
Recovery Loan Program for information on small business bridge loans: JP
Morgan Chase, (888) 842-8786; Fleet, (212) 703-1850; Citibank, N.A., (800)
328-CITI (2484); HSBC Bank USA, (800) 975-HSBC; The Bank of New York, (212)
527-3731; Banco Popular, (212) 445-1991.
—X—
The AIA New York City Chapter is being very proactive. On Monday
September 17, 2001 they issued the following announcement:
«The AIA New York Chapter today sent a letter to Mayor Giuliani,
Governor Pataki and City Council Speaker Vallone noting that an Action
Committee has been organized by the Chapter with the support of AIA New York
State, Inc. and the national American Institute of Architects. The Action
Committee, representing member firms of the Chapter, will bring professional
resources to bear upon the daunting tasks facing the City. These include:
Innovative and buildable approaches to creating short-term accommodations
for displaced businesses and other organizations; Innovative concepts for
expediting redevelopment of underutilized parts of the city; Assistance with
the formulation of temporary and permanent regulations, building codes,
zoning approvals, environmental reviews, and plan reviews to expedite the
building process; Identification and implementation of forward-looking
planning objectives». In coordination with AIA/NYS and other
organizations involved in relief efforts the Chapter requests the following
information for those who need or can provide the following: 1. Emergency
building condition assessment; 2. Office space for displaced firms and
organizations; 3. Other services or office equipment for displaced firms and
organizations; 4. Information on the health of friends & colleagues
working at or near WTC; and 5. Contributions to Victims Memorial Fund (visit
the web site for more info www.aiany.org) Please reply to Rick Bell,
Executive Director of the AIA New York Chapter via email at bell@aiany.org,
fax (212) 696-5022, or phone (212) 683-0023 ext.25. Please leave your: Name,
Firm Name, Address, Office Telephone, Home Telephone, Cell Phone, Email.
—X—
The «New» New York City Skyline – As presented by The Gotham
Center at CUNY will feature a rich list of building and design movers and
shakers speaking on «the New York City skyline — past, present and
future — in light of the tragic events of September 11th.» When/where:
Monday, October 29th, 2001, 6pm , Graduate Center fo the City University of
New Youk Auditorium, 365 Fifth Avenue between 34th and 35th Streets. Call
for more info – 212.501.3011 or visit www.gothamcenter.org
—X—
Wall Street Wednesdays – starts October 24 – Everyone has been asking
what they can do to help the city of New York recover from the September
11th attacks. Mayor Giuliani has asked New Yorkers to dine out, among other
things. We want you to do it on Wall Street. In an act of support for the
financial district’s struggling local businesses, a newly developed
not-for-profit organization called Wall Street Rising is launching Wall
Street Wednesdays. On Wednesday nights beginning October 24th, dine at Vine,
The 14 Wall Street Restaurant, Delmonico’s, Harry’s at Hanover Square,
and 55 Wall and pay only $20.01 for a three-course meal (beverages, tax and
gratuity not included.) Stay downtown after work for a bite with friends or
colleagues, or invite other New Yorkers wanting to help to come downtown and
dine with you. Wall Street Wednesdays is the first of many initiatives from
Wall Street Rising. Our mission is to create and support programs that
restore the vibrant, 24/7 community in the financial district that existed
prior to the September 11, 2001 attack on the World Trade Center. Our goal
is to restore the economic vitality for businesses devastated by the attack
and to make the financial district attractive to workers, residents,
businesses, New Yorkers and tourists alike. For more information on Wall
Street Rising or to join Wall Street Rising or make a donation visit
www.wallstreetrising.org. or call 212-742-2126 ext 226.
—X—
Proposal from the Regional Planning Alliance — Our friend, Bruce Rosen
at the NYC Planning Department sent us this: The Regional Plan Association
recently published a paper titled “CIVIC PLANNING INITIATIVE FOR
REBUILDING THE WORLD TRADE CENTER DISTRICT” to stimulate discussion on
ways that the business, labor and civic leaders of New York City and the
Tri-State Metropolitan Region can promote the rebuilding of Lower Manhattan
in the aftermath of the September 11 terrorist attack on the World Trade
Center. The goals in the paper are are twofold: to rebuild the World Trade
Center district as a living memorial to those who died there and as a
proclamation of the Region’s confidence in its future; and to anticipate and
find solutions to the urban design, infrastructure, public safety and other
issues that can improve and speed the rebuilding process. To get the whole
paper, email Mr. Rosen at brrosen@planning.nyc.gov
—X—
$$$ – Our friends at Dot Construction just told us that Banco Popular is
giving out loans of up to $100,000 at a 4% interest rate to New York City
businesses adversely affected by the WTC attacks. For more information call
Frances Byrd 212-445-1803. Apparently, one needs to simultaneously apply for
a loan from the Small Business Association 1-800-659-2955.
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Out and About – What’s Buzzing with A/E/C …and New Media!
—X—
«Greener Pastures for ‘Friendly’ Buildings»
New York Newsday (10/01/01) P. C16; Wax, Alan J.
New York may soon implement the country’s first state tax credit program
for the design and construction of environmentally sound, or
«green,» buildings. The proposed rules aim to promote green
buildings by reducing a developer’s initial costs. Green buildings are
generally more environmentally friendly due to cleaner air, greater energy
efficiency, and the use of recycled materials in the construction process.
They also tend to minimize environmental impact by maximizing the
preservation of open space. Under the draft tax credit rules, developers of
residential and commercial buildings greater than 20,000 square feet that
open on or after the first of this year may deduct «eligible»
costs of constructing a green building. (www.newsday.com)
—X—
We were charmed by the new editor-in-chief of Interior Design Magazine,
Cindy Allen, who spoke at the recent SMPS event, «Meet the Press»
on October 23rd. Her hints to the audience: don’t send CD Roms, slides are
still the greatest, great photography is everything, send a smashing
package.
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Diversity News
—X—
«Do the Brown!»: Dormitory Authority Makes Good on Minority
Issues – DASNY received a standing ovation from the minority community this
year at the annual DASNY-sponsored M/WBE conference held in Albany.
According to old timers in the business, DASNY has lived up to its promises
to help small, minority and women owned firms get work at the agency. You
can’t go wrong by attending because the fee is nominal and you get to spend
the weekend getting to know your potential clients. We spent the first day
at the DASNY offices grilling the Project Managers on the procurement
practice and learning about the inner workings of DASNY. Talking to Rick
Bianchi, we learned that DASNY will soon be requiring firms working on
projects over $5000 will need to be able to key into DASNY’s on-line project
management system (expedition / primevara / etc.). DASNY has also started a
«report card» database, which will keep a record of what DASNY PMs
think of their consultants…so try to make sure you get a good report!
—X—
Mark Green tried his best to sing the Negro National Anthem (Lift Every
Voice) a the NYS Association of Minority Contractors last Friday but he
thoughtfully only sang the first line. That’s okay, what we really want from
Mark Green is to have the NYC M/WBE program re-instituted if he becomes the
next Mayor of NYC.
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Cyber scene: Events and Factoids for the Digitally Inclined…
—X—
Attend E-mail Newsletter Strategies, the only seminar designed to teach
marketers, publishers and organizations how to profit from e-mail
newsletters…the business models, the techniques and tactics for success.
Join us at the Hyatt Regency in San Francisco on December 3rd & 4th for
this unique two-day event. Our case studies and implementation strategies
will furnish you with the knowledge you need to hit the ground running. Sign
up by November 15th and save $100! To learn more and register today, go to
http://destinationsite.com/c?c=441136.35734.0.10322.0
—X—
From AIM (http://www.interactivehq.org):
* Presidential Panel on Cyberterrorism Appointed
President Bush issued an executive order on October 16th, creating the
President’s Critical Infrastructure Board (a panel to fight cyberterrorism)
and noted that protection of information systems is critical to the nation’s
well-being. President Bush noted that protecting the networks is part of the
vital task of protecting «the people, economy, essential human and
government services and national security of the United States.» The
board is responsible for coordinating federal efforts to protect information
systems and places the director of the Office of Management and Budget in
charge of implementing governmentwide policies, standards and guidelines for
protecting federal agency information systems.
As reported in: http://www.fcw.com/fcw/articles/2001/1015/web-cip-10-17-01.asp
<http://pull.xmr3.com/p/5178-B8D8/23985919/http-www.fcw.com-fcw-articles-2001-1015-webclickto69.html>
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X-Squared – Technology Know How for Small Biz Folk
By Lena L. West
DECONSTRUCTING BROADBAND
ISDN. DSL. OC3. T1. T3. Surely broadband is not just a bunch of letters
and numbers. Just what is broadband anyway? And, how do you know if it’s a
solution for you? What about if you’re already using a broadband solution,
what’s the next step?
To simplify matters, the word broadband refers to a high-speed, ‘always
on’ (read: no dialing up) connection to the Internet. That being said,
which one is for you? Here are some examples, pick the company that most
resembles your company:
POG Widgets, Inc., is a small 2 person company consisting of a CEO that’s
hardly ever in the office and one administrative person.
SOLUTION: Cable modem. Installation, hardware and set-up fees will cost
around $200. Look for rebates on set-up fees. Monthly charge will cost
approximately $40-50 per month.
Note: Cable modems are not exactly the most reliable form of Internet
access, although they are pretty stable. Check with your chosen provider for
up-time averages. If your access to the Internet is mission critical, you
may want to consider DSL or T1 access.
ZAG Bike Company, Inc., is a 10 person bicycle design firm. Most of the
10 employees are in the office during the day.
SOLUTION: DSL. Installation, hardware and set-up fees will cost around
$400. Look for rebates here, too. Monthly fees for a set-up to accommodate
10 people will cost approximately $200-300 per month.
Note: DSL is a better solution than cable modem access but, is still not
as reliable as T1 access.
Y-SAVE Financial, consists of 30 full-time personnel and 7 part-time
workers and interns.
SOLUTION: T1 or fractional T3. Installation and hardware will cost in the
thousands to set up and be fully functional.
Note: T1/T3 is a good solution if your needs and manpower warrant the use
of it.
Obviously, whatever you choose needs to be tailored to your company’s
specific immediate AND long-term needs. Remember, implementing a broadband
solution is not just about access to the Internet. The right choice can
increase productivity and even-out rough patches in your workflow.
Join us next issue when I’ll detail how to back-up your data and
develop and implement a disaster recovery plan.
Lena L. West is the Founder & CEO of xynoMedia Development, a
technology consulting firm. She can be reached at LWest@xynoMedia.com.
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Industry Events
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Managing Your Business in Good Times and Bad – Sponsored by SMPS and SDA,
this timely seminar will address: How to manage and market your A/E/C
business during good and bad times; How to diversify quickly to generate new
business; How to successfully take previous experience and turn it into a
new market; How to manage operations and technical elements; How and when to
use your resources effectively in the marketing effort.; How and when to use
consultants to enhance in-house efforts. Who Should Attend: Principals,
Management-level staff and Marketing Staff. Speakers: Mindy Lyle of Ai,
James Martin of Ai/Essex, and Carol Doscher of Graceworks, Inc. Date and
Time: Thursday, November 8th, 2001, 12:00 p.m. to 3:00 p.m. Location: The
Yale Club 50 Vanderbilt Avenue (btwn 44th and 45th). For additional
information call: Elizabeth Geary-Archer, Chapter Director for Professional
Development Programs, Out of the Box Marketing Strategies, Inc. (212)
726-8512 Members: $75.00 – Non-Members: $95.00
—X—
On October 30, 2001, the 12th Annual Heritage Ball will celebrate The
Honorable Daniel Patrick Moynihan, Hon. AIA, Robert A.M. Stern, FAIA and The
McGraw-Hill Construction Information Group for their superb contributions to
architecture and the urban landscape of New York City. The AIA New York
Chapter and the New York Foundation for Architecture invites you to be a
part of this black tie gala drawing hundreds of the most interesting and
influential members of the design, construction and real estate community
together with civic leaders to pay tribute to the outstanding efforts of
each honoree. Tickets are $500 per person for the Reception, Dinner and the
Dance. To just attend the dance it is $50.00 Please contact event
coordinator Patty West at 212-683-0023 ext. 14 for more information.
—X—
Prof. Women In Construction – presents Annual Networking Trade Fair
November 1, 2001
5:30 pm to 8:00 pm Pfizer Conference Center 235 E. 42nd Street, NYC
Exhibit tables: members $350 non-members $450 general admission: members $50
non-member 65 for information and reservations call (212) 486-7745
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Non-Industry Events:
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Downtown Still Rocks! – Alex Henke of the NY Downtown Alliance sent us
the following list of events. There were many other events on the list so if
you what the whole enchilada, please email ahenke@DowntownNY.com <mailto:ahenke@DowntownNY.com>.
+++ Star Launcher Workshop – October 20 -Personal Branding: The Business of
You! Join David Reid Interactive and the Branding U team, Marian Banker,
Personal Branding Coach, and Sara Lavner, Communication Specialist, plus
Image Consultant, Margo Hasen, in an all-day intensive and interactive Star
Launcher Workshop. In this fun workshop you’ll be guided to identify and
learn how to utilize your star qualities, determine their market value,
learn techniques to communicate your value, assess your image and consider
how you might create your own signature style, put all elements together so
they project the same [brand] message — consistently. Saturday, October 20,
9:30 AM – 4:30 PM, Grant Thornton, 666 Third Avenue, 13th Floor, DRI Mailing
list $191; Reg $199. RSVP to dreid@webuildunity.com or just reply to this
email to reserve a spot for either or both workshops or call us at
212-977-6498.
+++
Manhattan Chamber of Commerce Networking Event – October 24 MCC presents
«Toot Your Own Horn» networking event at the Hotel
Intercontinental, 48th St. and Lexington Avenue from 5:30-8:00pm. First 30
registrants are invited to make a 2-minute presentation to the group. Bring
lots of company brochures and business cards for the information table.
Members pay $25 in advance and $30 at the door; non-members pay $30 in
advance and $35 at the door. To register, call 212-410-1071 go to
www.manhattancc.org events pages.
+++
NYNMA Super CyberSuds(tm) – November 1 Register now for Super
CyberSuds(tm) 2001 to reconnect, rebuild, and reaffirm the role of
technology and new media in New York business. This year you will: * HEAR
how New York companies got back to work ‘in a New York minute’ after the
September 11 tragedy; * LEARN how to be prepared to conduct business during
emergencies; * SEE the companies leading advances in security; * PRESENT
your business to leading VCs at individually scheduled meetings; and * MEET
the people and the companies that are transforming your work and life via
wearable technologies, digital entertainment, enterprise software, home
networking, emerging technologies, wireless, and more. Super CyberSuds(tm)
2001 is a testament to the resilience of New York’s technology and new media
community. Join your colleagues on Nov. 1 to reconnect, rebuild and reaffirm
– REGISTER NOW! <http://www.supercybersuds.org>
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A/E/C Article: From New York Construction News — Design Firm Execs
Expect An Economic Slowdown, By David S. Chartock
– http://www.newyorkconstructionnews.com/NYCN/NY-Oct01/NYfeature1Oct01.html
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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
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