Architecture Assignment

11/14/20

1

ARCHITECTURAL PRACTICE I

Architectural Practice I_AR 451 Daniela Deutsch / Rich Mitchell

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

Marketing Proposals

Architectural Practice I_AR 451 Daniela Deutsch / Rich Mitchell

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

2

Marketing Proposals

² Pre-Marketing Proposal Development Efforts ²  Develop marketing materials that communicate relevant experience ²  Develop PR materials (medial articles, web, video, etc.) ²  Conduct networking ²  Relationship Building ²  Letters of recommendation

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

Marketing Proposals

² Review Typical RFP/RFQ’s ²  What is the project all about ²  What is required to submit ²  What is the strategy to win

² Review Typical Response to RFP/RFQ’s ²  Level of effort ²  Summary of how a winning proposal was made

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

3

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Advanced Knowledge Of Project ²  Know the client ²  Study as much about the client as possible ²  Get to know the community ²  Research the site in advance ²  Research relevant land use and permitting issues

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

4

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² RFP Review Go/No-Go ²  Does the scope of work match firm strengths? ²  What is the client’s awareness of the firm? ²  Potential fees ²  Profit potential ²  Overall firm reputation ²  Competition ²  How well can the firm show in response to the RFP? ²  Strategy to win the project

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

Marketing Proposals

² RFP Requirements ²  Cover Letter ²  Project Understanding ²  Firm Experience ²  Team Resumes ²  Project Approach ²  Schedule ²  References

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

5

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Cover Letter ²  This is the first portion for the proposal that the client will evaluate ²  It needs to make a strong opening point ²  Match an unique need that the client has with a unique strength of the

firm ²  Cover letter is a “set-up” to sell or “pitch” your value throughout the

proposal

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

6

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Project Understanding ²  Summary of project scope ²  Identification of client needs ²  Basis of design ²  Key dates ²  Approvals ²  Communications

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

Marketing Proposals

² Firm Experience ²  Examples of past projects ²  Provide a statement as to why these examples are relevant ²  More photography, less words ²  Make key connections to reinforce the pitch

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

7

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Team Resumes ²  Individual Resumes with references ²  Include role of each team member ²  Explain relevance of each team member to project ²  Include statement of availability

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

8

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Approach ²  This is the “what, why, and how” section ²  Make connections to client needs and firm’s unique approach ²  Explain key benefits to client of the firm’s approach ²  Demonstrate how the client will be engaged in the process

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

Marketing Proposals

² Schedule ²  This is the “when” section ²  Include major project phases ²  Identify key presentations ²  Key approvals ²  Milestone deliverables

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

9

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Firm References ²  Include relevant references ²  Provide a statement as to why they are relevant ²  Prime references in advance ²  Talk to references about the project, why they were selected as

references, and how they can support your firm in delivering a strong message.

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

Architectural Practice I / AR 451 – Daniela Deutsch / Rich Mitchell May 25, 2020 1

Marketing Proposals

² Examples ²  Bonney Lake RFQ response

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull

11/14/20

10

Questions

Architectural Practice I_AR 451 Daniela Deutsch / Rich Mitchell

Image Credit: Integrated Design Studio WI 2017 – Daichi Saito / Anthony Mull