The Architect
A Marketer's Best Friend
Morris E. Andress, DesignCare Inc.
 Use your architect to
enhance and stretch your marketing budget
One of the most under-used resources available to the assisted- living
property owner or developer is the architect. Savvy operators take what the
architect provides and enhance their marketing plans.
Most owner/operators are very busy, and their marketing efforts are often
compartmentalized instead of comprehensive; but it's important to think
outside the box and take advantage of all the assets an architect can bring
to the table. It's best if you bring your architect in at the start of the
marketing process. If you wait until the dirt is turned at your site, you may
cost yourself money unnecessarily.
A very important part of a market plan is to distinguish your position
against your competition. You don't want fall into the habit of "saying the
same thing and delivering the same message" as your competition. If your
architectural firm is "PR" capable, it's possible to have it help you
promote and publicize your project so you can convey a different message. Ask
the firm to supply information to the media such as articles in magazines,
newspapers and trade journals. Use this same information to create brochures,
newsletters, billboards, direct mail pieces, and advertising. Include comments
from the architect that make your facility stand out or that are innovative.
Most architectural projects require a package consisting of a site plan,
floor plan and elevation (and/or a rendering). These same designs can be
converted into prelease promotional/marketing pieces. Also, as part of the
design, you can get individual room layouts showing furniture plans, etc.
Physical architectural models of proposed facilities can be reused as display
materials in key public locations.
Some of the more commonly overlooked opportunities that involve your
architect are, again, already provided and paid for in the project. Reuse the
sample material and finished color boards for the proposed facility in some
creative way. Plan for the layout and subject of each of the boards to be reused
as sales tools to model your living areas, bedrooms, dinning rooms, etc.
The goal is to enhance your marketing by creating a synergy between you and
your architect. This synergy will allow you to stretch your marketing dollars by
using all your assets. If you enroll your architect as part of your marketing
team, you'll bond your marketing objectives with your facility design. However,
the single most important decision you have to make is in choosing an
architectural firm that brings not only sound design experience to your project,
but the marketing ability and creativity you need to gain the critical edge in a
highly dynamic and competitive industry.
Morris E. Andress, is the founder and president of DesignCare Inc., an
international architecture, planning and interior-design firm based in Houston.
He is a graduate of the University of Houston College of Architecture, as well
as a medical planner and designer with more than 18 years of experience in the
retirement and healthcare industries. DesignCare Inc. specializes in providing
comprehensive professional services needed for property feasibility studies,
planning, programming and designing of healthcare, long-term and senior-living
facilities. For more information, call (281) 829-0707 or visit www.designcare.com.
|
