| X-CUBE 121201 v.2.i.11
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:
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Sign*A*Rama! For all your signage, promotional giveaways and stationary
needs. www.sign-a-rama.com
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Hi All! Thanks for all of your support over the last year. Out of the Box
Marketing Strategies is looking forward to improving X-CUBE with more
informed material and a new look for 2002. We love what we do. Whether its
placing an article for Amie Gross Architects, getting new work for Kinetic
Media, Inc., writing winning proposals for Bradford Construction
Corporation, planning a Visioning Session for Aaron Davis Hall, coordinating
a new office party for Terrence O’Neal Architects, taking client surveys for
Goshow Architects, designing unique promotional items for Lorshel CM
Consulting, or giving key marketing advice to J-P Design Group, we are
committed to providing out of the box marketing strategies to the design and
construction industry.
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This issue includes:
* Marketing Know How: Preparing for the New Year
* 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
* Industry Events
* Non-Industry Events
* Featured Article: Maximize Grassroots Marketing (Courtesy of SCORE)
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Marketing Know How: Preparing for the New Year
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Are you ready for 2002? Meet the new year head on by preparing your
company for success right now. How? Try these three steps:
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1.
Whip up your annual business plan. Never had one? Start the tradition
now. Visit this web site for an easy to follow guide: http://www2.nypl.org/smallbiz/business/writing/writing_intro.htm
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2.
Research the anticipated growth markets ( Healthcare, University/College,
and Pharmaceutical/Bio-tech) and see how your firm can get a slice of the
pie.
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3.
Create your party strategy – no joke! You should have about three parties
a year: one for clients, one for staff and one for friends. What can you do
that is within your firm’s budget? Use creativity, fun and intrigue as your
guides.
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Best wishes for the new year,
Elizabeth Geary-Archer
President
Out of the Box Marketing Strategies, Inc.
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Resurrection NYC: Our Many Views
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Visit www.newyorknewvisions.com for additional updates regarding the
redevelopment of lower Manhattan.
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On November 20th we went to hear an interesting panel discussion titled:
Architecture Responds: Rebuilding the World Trade Center, sponsored by
Architecture Magazine and Human Scale. The panelists were: Reed Kroloff,
Editor-In-Chief of Architecture magazine; Paul Goldberger, Architecture
Critic for the New Yorker; Kevin Kennon, Architect; Marylin Jordan Taylor,
Chairman of S.O.M. and Ray Gastil, Executive Director of the Van Alen
Institute. Paul Goldberger pointed out that «the terrorists have been
able to make our culture cherish architecture — something no architect or
critic has been able to do before.» For the site Goldberger suggested
that «There has to be great height somehow — perhaps just a
tower.» Kevin Kennon pleaded for time saying «what needs to happen
is not a rush to build but a time to develop language that helps us
determine what is most important to us.» Marylin Jordan Taylor lauded
infrastructure as our first priority — «We need to have a plan to
guide the infrastructure placements.» Ray Gastil urges that «we
have to look at this site as a process that should be celebrated. We have to
romance the rebuilding of Manhattan.» A debate followed where Kennon
mentioned that infrastructure is a no brain-er and that we need to find
alternative ways of planning. But Ray and Marylin pointed out that the
government is already moving to reestablish the infrastructure in lower
Manhattan and if the designers don’t stand up and fight for a well planned
scheme, we might lose out on this window of opportunity. While it was an
important event, again, faces of color representing design and construction
leadership in New York City were missing. Even at this stage in the
development of a diverse society, our leaders are sadly segregated.
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On December 5th and 6th, The New York Design Center presented their
annual «Streets of New York» event as a two-day conference with
the theme «Voices of America: Addressing the future of New York’s
families, industries and renewal.» The panel discussions were
enlightening. Ross Moskowitz, a land use attorney echoed the sentiments of
many when he claimed that the number one issue downtown is access.
«Leadership of NYC and NYS needs to develop a good plan regarding
transportation» said Moskowitz, «Money is sitting at the State
level that hasn’t been spent yet. If these issues aren’t addressed, the
business community is going to leave.» David Gialnella of Cushman &
Wakefield brought up the «Psychology of Development», a term
describing how difficult it can be when dealing with the development of
places we have emotional ties to. Mr. Gialnella believes that we have three
strikes against us: «9/11, the recession and conservatism within the
business community. The commercial sector needs to ask the political
community how they plan to invest in NYC and how they can help businesses
leverage their investment in rebuilding lower Manhattan.»
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To view and download the ECONOMIC IMPACT ANALYSIS OF THE SEPTEMBER 11TH
ATTACK ON NEW YORK CITY, visit: http://www.nycp.org/impactstudy/index.html
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AREW hosts Larry Silverstein, President and CEO of Silverstein
Properties, Inc. to speak about the Future Redevelopment of the World Trade
Center on February 5 , 2002. $75 non members, Free for members. Visit
http://www.arew.org for more information.
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REBUILDING FOR WHOM? Spotlight On the Poor: A Working Conference
Thursday, December 13, 2001; 10:00 AM- 4:30 PM; Registration at 9:30 AM. As
New York City rebuilds and national attention is focused on Lower Manhattan,
it is imperative to pose the question «Rebuilding for Whom?»
Absent in the public discourse on rebuilding is recognition of 9-11’s impact
on poor communities. Now is a critical time to forge a redevelopment agenda
that will ensure a voice for the poor and advance their living and working
conditions in Lower Manhattan as well as across the City. This conference
seeks to bring together grass-roots organizers, service providers, urban
planners, academics, and policy-makers to unite around a common vision that
focuses on the needs of poor communities in rebuilding New York City.
Located at: Pillsbury Winthrop LLP, 1 Battery Park Plaza (near State &
Pearl Streets) Building entrance is at 24 Whitehall Street. Directions: Take
4 or 5 to Bowling Green–Pillsbury Winthrop is directly across from the
subway station if you ride at the back of the train-or N or R to Whitehall
St. & walk North 3 to 4 blocks. Lunch & Refreshments will be served.
RSVP is required for security reasons by December 10, 2001. Call Adele
Bartlett at MFY, 212-417-3729
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The Role of the Engineer and Contractor in Response to the WTC Disaster –
Lead Speaker: Mr. Daniel Cuoco, P.E., President of LZA Technology. December
18, 2001, Time:, 6:00 PM. – 8:00 PM, Refreshments will be provided at 5:30
P.M., Location:, Baruch College, 151 East 25th Street, New York, NY, Room
750 Between Lexington Avenue and Third Avenue. FREE. For information please
contact: Ashok Parasharami at 212-556-3375, Albert Pozotrigo at
212-425-8574, Craig Ruyle at 212-627-9651. Mr. Daniel Cuoco will lead a
panel of experts who will discuss and take questions on the role of
engineers and contractors in the clean up and rebuilding effort presently
under way at the World Trade Center. A wide> variety of issues related to
the changes in codes and standards, construction methods, cost impact,
insurance aspects, legal and ethical implications, building protection
against bio-terrorism, explosion resistant construction, and cross
communication among technical and disaster response organizations will be
discussed.
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9.11: The Designer’s role in times of crisis, January 30, 2002. 6:30 PM
reception 7:00 to 8:30 PM presentation. Location:, , F.I.T. | Haft
Auditorium Building C 27th St. and Seventh Ave. $5 AIGA members $10
Nonmembers. Contact:, www.newyork.aiga.org <http://www.newyork.aiga.org/>
Telephone:, , 212-255-4004 In the wake of the tragedy that New York City has
suffered, what are ways that designers–as professionals–can continue to
practice that are meaningful? How do designers use what it is they do to
react to such an overwhelming situation? What is the role of the designer in
times of political and social crisis? Where does good design and civic
responsibility intersect? Featuring Steven Heller, Susan Roth, Anne
Pasternak and moderated by John Hockenberry this panel will discuss some of
the best answers that designers have created during difficult times.
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Out and About – What’s Buzzing with A/E/C!
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Architectural Record has a survey for all you architects out there.
Here’s the skinny from Jane Kolleeny:
Dear Architects: Architectural Record is preparing for a comprehensive
series of
articles on firm practice, organized according to small, medium large,
and
extra-large-sized firms (small equals 1-19; medium equals 20-49; large
equals
50-150; jumbo equals 150+). Separately, we have sent you a list of survey
questions for our article series. Below are a series of narrative
questions to
contemplate, some of which might involve complex answers. We are looking
for
innovative and unusual strategies of firms in these different areas.
Please, of
course, circulate these questions–you may or may not be the best person
to
respond. Let me know if you or anyone at your firm has something to share
on any
of these topics that you believe is noteworthy. You may provide your
comments by
email or let me know in an email if you prefer a phone interview. We’d
like to
receive your response by December 15th. Needless to say, this is a good
opportunity for you to think about your firm and an excellent opportunity
for
publicity!! Best wishes, Jane Kolleeny, Charles Linn, AIA, Architectural
Record.»
The survey is on the web: http://www.architecturalrecord.com/survey/
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If leaders of the real estate, design and construction industry put a gun
with one bullet to their heads, it would be called «Times Square
Roulette (Remaking the Icon)» — as is the recently released book by
Lynne B. Sagalyn, the Earle W. Kagis and Benjamin Schore Director of the MBA
Real Estate Program at the Columbia University Graduate School of Business.
Well, anyone who takes the time to write a book for eleven years (tracking
the redevelopment process of 42nd Street and Times Square) has to have
developed a very weighty perspective. Weighty indeed! The book weighs as
much as a sleeping two year-old and is a must-read for planners everywhere.
We were invited to the release party held on November 19th and sponsored by
Tishman Realty and Construction. The event was held at the New Victory
Theater on 42nd Street — an appropriate location being that the theater’s
renovation was one of the first movements in the area’s redevelopment.
«What inspired you to write the book?» asked one attendee.
«Well, said Lynne, » I have one foot in the industry and one foot
in academia, which allows me a certain perspective.» Attendees ranged
from MIT Press publishers, real estate folks, lots of architects, and
contractors, and groups like the Durst Organization. We truly hope to see
more faces of color at these private affairs in the future — there were
only two at this one.
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What’s happening with transportation in NYC? A lot! Visit these links to
get the leg up on NYC transportation issues:
http://www.mta.nyc.ny.us./planning/index.html
http://www.rpa.org/mobility/index.html
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Do you design or build sports facilities? Check out this «facility
builder» section: a «How-To» resource for athletic facility
renovation and construction. Here’s what you’ll find: Ultimate Bulletin
Board: <http://ubb.athleticbusiness.com/cgi-bin/ultimatebb.cgi> Post
facility-planning questions and receive answers from other Facility Builder
users and design professionals. You’ll have to fill out a registration form
and choose a user name and password to access the UBB for the first time; A
listing of Architects and Consultants: </architects/> The right
planners are the key to a facility’s success; Facility Specifications: </facilitybuilder/specifications.asp>
Make sure your new or planned facility’s dimensions match these official
specs; and Breaking Ground: </facilitybuilder/facilityform.asp> Let
AB’s editors know about your new project or renovation.
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Diversity News
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Want to sell to the federal government? Start by going to womenbiz.gov,
the premiere, online gateway for women-owned businesses. At this site, you
can register your business with federal government contractor databases. The
three main government registries are PRO-Net, Central Contractor
Registration (CCR) and Electronic Posting System (EPS). Access and
information about these sites can be found at
http://www.womenbiz.gov <byebye2.asp?TO=http://www.womenbiz.gov>
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New Location of NMBC, Inc. Office To all members and non-members, the
office of NMBC,Inc. has moved to 25 west 45th street New York,NY 10036 Suite
1007. Our new phone number is (212) 997-4753 and fax number (212) 997-5102.
http://www.nmbc.org/index.cfm
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Cyber scene: Events and Factoids for the Digitally Inclined…
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Official U.S. Web Watchers! – HINSDALE, IL. December 7, 2001 – Quorum
Solutions Group, Inc. announces the signing of an agreement with ViewStats
Research Inc., of Toronto, Canada, to be the exclusive authorized U.S. agent
for the iDiary Internet Measurement System. The iDiary system provides a
unique methodology specifically designed for the Internet, going far beyond
the “hits and clicks” reporting of firms that rely solely on server-side
statistics, or those who rely on the “standing panel” method, carried
over from TV viewing statistics. The iDiary system takes a different
approach by identifying and surveying the Natural population of Internet
users of a targeted site. The iDiary Internet Measurement System provides an
accurate and comprehensive measurement of Internet users, by integrating
usage, behavior, demographics and attitudes. Thus, the combination of
exacting methodology and cutting-edge technology that are the foundations of
the iDiary system, provide a level of accuracy and reliability that
distinguish it from all competing Internet measurement systems.
www.quorumsolutions.com <http://www.quorumsolutions.com>
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Get Online Mentoring Today (With SCORE) – Whether you’re streamlining
business operations or developing new marketing strategies, SCORE’s free
online counseling may be just what you need. You can enter key words about
your business question or industry. A database brings back a list of
business counselors whose skills most closely match your needs. Pick a
counselor and send your business question via email. Get started now by
visiting http://www.score.org/online/.
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I.T.-FREE – December 11-13 (sponsored by the Alliance, Free!) Penton
Media invites you to attend I.T.-FREE, a charitable no-cost, no-travel
educational opportunity for IT professionals in the New York Tri-State area.
To be held at the Javits Convention Center from December 11 – 13 along with
Internet World Fall and Streaming Media East, I.T.-FREE offers expertise
from the best minds in the information technology business, all at NO COST
to participants. The three-day, 30-session program addresses issues
specifically related to the events of September 11 such as disaster
planning/recovery, system redundancy and the latest in security measures, as
well as more general topics such as helpdesk support, the future of email
and messaging, wireless solutions, IP telephony, storage and more. CEO
keynote presenters include Robert Pittman of AOL, Michael Capellas of
Compaq, Paul Gudonis of Genuity, Rob Glaser of RealNetworks, Christie Hefner
of Playboy and Larry Ellison of Oracle. Free registration and complete
program details available online at <<<http://www.itfree.org>>>
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PRESIDENT BUSH APPOINTS RAUL FERNANDEZ, CEO of Dimension Data North
America, TO ADVISE ADMINISTRATION ON KEY TECHNOLOGY ISSUES Fernandez joins
President’s Council of Advisors on Science and Technology as one of 20-plus
industry leaders to shape technology policy. www.us.didata.com/
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X-Squared – Technology Know How for Small Biz Folk
By Lena L. West
Well folks, there is no column this month because Lena is on the cover of
Black Enterprise Magazine for the January 2002 issue and she’s been held
captive by a huge response. So pick up a copy and read all about her!
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Industry Events
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DESIGN EVENT: THE BUSINESS EDGE – Interested in learning how to design a
workplace and organization that works? A groundbreaking design event, The
Business Edge, will take place Wednesday, Feb. 13, 2002. The two-hour
teleconference will feature video case studies highlighting the successful
use of design in business. The stories will include interviews with CEO’s,
senior executives, and internal or consultant designers, providing an inside
look at successful design practice. The program will focus on the following
examples:
* OXO International, producer of Good Grips
* IBM, branding and product development in a revitalized design program
* Acela, the design and promotion for Amtrak’s new high speed train
* SEI Investments, the office environment as an instrument of cultural
change
The Business Edge will be hosted by a panel of experts at the broadcast
location at the University of Pennsylvania in Philadelphia. The panel will
provide commentary as well as respond to viewer questions via email. The
program will also be broadcast by satellite up-link. Organizations that are
interested in participating in teleconference can do so at no charge, but
satellite locations must provide their own up-link connection to the
transmission. For more info: conference@cdf.org or call 617-350-7097.
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The announcement of the winners of the Queens Plaza Design Ideas
Competition will take place on Thursday, December 13th at 6:30 PM at The
Space in Long Island City. The Space is located at 42-16 West Street, 2nd
floor in Long Island City. West Street is across Jackson Avenue from the
Queens Plaza Municipal Garage, which is located on the corner of Jackson
Avenue and Queens Plaza South. The buildings on West Street are set back
from Jackson Avenue across a parking lot. The Space is on the second floor
of a yellowish building beyond the parking lot. Look for a neon sign on the
side of the building, which reads: «The Space». The E, F, G, Q
trains service the Queens Plaza Station which is about half a block from The
Space.
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SMPS Holiday Party – You can’t miss this annual romp of sexy raffel
prizes, a senimental jazz band and open bar. See the AEC industry let their
hair down and their spirits up! December 18 – 5:30-7:30 P.M., visit
www.smpsny.org to register.
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Non-Industry Events:
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Free Legal Seminar- December 18 (Free!) LEGAL ISSUES FOR SMALL BUSINESSES
– Designed to help businesses cope with the legal commercial real estate and
tax issues they face since September 11th. You’ll get the help you want
and need. Seminars limited to 25 participants. General information session
followed by one-on-one counseling with an attorney who will help you assess
your legal needs and issues. All information is confidential. Answers to
your specific questions: General information on commercial real estate and
tax issues, assessment of current and future legal representation needs,
assignment of pro bono attorney for on-going representation. Sessions will
be guided by the Association of the Bar of the City of New York Fund, Inc.’s
Small Business Initiative. The Small Business Initiative is comprised of a
consortium of volunteer attorneys from New York City, including law firm
practitioners, solo practitioners, and legal service providers. The Small
Business Initiative is designed to provide pro bono counseling to small
businesses adversely impacted by the attacks of September 11th.TIME: 5:30 –
8 pm ; PLACE: Alliance for Downtown New York, 120 Broadway, 33rd Floor;
DATE: December 18.
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The Secrets of Generating Great Publicity.» A 90-minute crash course
that will explore such critical topics as: identifying your distinction;
creating timely and newsworthy story angles; writing powerful press
releases; building relationships with the media, etc. A presentation by Gaye
Carleton, President of Carleton & Company Public Relations. Tuesday,
January 15, 5:30 p.m.-7 p.m. Location: the Science, Industry and Business
Library 188 Madison Avenue, New York, NY 10016-4314, 212.592.7000, in room
018, Conference Center, Lower Level, except where indicated otherwise. FREE.
Seating is limited. Registration is suggested. Registration forms will be
available at the Science, Industry and Business Library four weeks before
the lecture or by calling 212.592.7000.
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A FREE self empowerment conference featuring some of the world’s most
renowned motivational and inspirational speakers. These individuals are
going to pour their hearts out to all those that attend and equip them with
the necessary tools to overcome life’s trials and tribulations and turn them
into triumphs. It is time for us to rebuild NYC to an even greater city with
millions of the greatest people in the world. We ask for your support in
helping the people of NYC take action towards changing their lives.
Wednesday, January 16, 2002, Time: 9:00 AM to 5:00 PM, Event Site: TBA,
Manhattan, NY, Contact: Donald Bernardin, Phone: 212-590-2418 Email:
bernardin@wgmsinc.com <mailto:bernardin@wgmsinc.com>
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Marketing Article Courtesy of SCORE (www.score.org)
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Maximize Grassroots Marketing
As a small business owner, do you use enough low-cost/no-cost marketing
strategies? Now may be a good time to determine how well your marketing
efforts are working–and how they could be better. Develop a marketing
plan that stresses what your clients are looking for and why they’ll find
it with you. Focus on stretching your dollar while increasing your
marketing effectiveness. Budget-minded marketers can learn more in this
month’s How-to Article on Marketing in a Weak Economy: A Dozen Ideas
brought to you by Home Business Magazine
(http://www.smallbusinessmag.com). (How-to article, Marketing in a Weak
Economy)
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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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