When it comes to creating award-winning submittals, those three elements are crucial and could make all the difference in the world.
That was the message delivered at the SMPS Arizona February Marketing Council Friday morning event at Adolfson & Peterson’s Tempe office by Peter Madrid, Communications Specialist for Cushman & Wakefield of Arizona.
Peter spent three years as editor of Arizona Commercial Real Estate (AZRE) magazine and was an integral part of the submittal and judging process for the RED Awards. In his current role, he is now charged with compiling award submittals for both RED Awards and Best of NAIOP. He has straddled both sides of the fence, so to speak.
Among the highlights of which Peter spoke:
>> Community: It is imperative that submittal narratives make mention of how each project impacts the community in which they reside. We in the industry see a new community center in terms of its design, engineering and construction. An underserved neighborhood sees it as a community meeting place; a safe after-school alternative for the children; a place to learn a new skill; etc.
>> Culture: Just as a sense of community is important, so is a sense of culture. Peter mentioned that some projects, namely those built on Native American land, take on an even bigger role for the people whom they serve. Narratives should be written in such a way that they reflect this importance as well.
>> Collaboration: This could also easily be called communication, Peter said. The entities involved – developer, architect, engineer, general contractor, etc. – will all most certainly submit a nomination packet for a specific project. Getting the marketing departments to work together on the submittal can be as challenging as the architect and GC working together on the actual project. But it can be done – through strong communication.
Other pointers Peter shared: Follow instructions to the letter. If the submittal asks for images on a CD, don’t send prints. Meet the contest deadline, don’t ask for an extension. And remember, it’s never too early to start gathering info for next year’s competitions.
On the night of the show, make sure the person who accepts the award thanks everyone involved – most importantly the marketing team.
Peter Madrid, Communications Specialist, Cushman and Wakefield of Arizona