Concurs 500 USD - 50th Anniversary Theme - GBBN Architects | MiniPortal pentru studentii de la marketing

Concurs 500 USD - 50th Anniversary Theme - GBBN Architects

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*Pitch title > 50th Anniversary Theme - GBBN Architects

Brand name > GBBN Architects

Product/service > Architectural firm of more than 115 professionals providing creative services developing value for performing arts/entertainment, education, healthcare, development, and mixed-use clients. Operates globally, with offices in the U.S. and China. Among the largest privately-owned firms in the U.S. (top 5-percent). Provides its services to China’s largest development company on multiple projects throughout China.

Category > Corporate Image and Business to Business

Benefits of use > At GBBN, our culture is our brand … it is our promise to every client. Exceptional architecture requires exceptional design, management, and technology. Each client team includes experts from each discipline. Great design is the glue which holds us together. Diversity of talent and passion to do great work assures our success. Our culture is a product of how we treat and respect each other, how we hold personal and professional satisfaction as priority, how we share and communicate, and how we encourage all to give back to our profession and the community. Recruiting outstanding people is always our desire. Retaining them is our success. Go to: www.gbbn.com

Proof of efficiency > GBBN will celebrate in 2008 its 50th anniversary. It has provided architecture, interior design, planning, management, and life safety services on more than 2,500 projects in the U.S. and China in four primary markets: Higher Education, Healthcare, Arts, and Entertainment; Mixed Use Development. In addition, GBBN provides facility information management support and computer-aided facility management (CAFM) services through In4mation, its firm-within-a-firm. GBBN has offices in the U.S. Midwest in Cincinnati, Ohio (main office), and Lexington, Kentucky, and in Beijing, China, and is currently considering additional offices in the U.S. and abroad. It has completed or collaborated on some of the most significant sports, healthcare and cultural facilities in the U.S. It has completed or collaborated on some of the most successful and largest housing and mixed use development projects in China. Go to: www.gbbn.com

Lifecycle phase > Growth

Objective >Increase product awareness
> Positioning
> Build the Brand/Company Image
> Strengthen market position
> Acquire additional consumers/market
Selling proposition > GBBN is the firm of choice for your project that is intended to mark a moment of change or advancement for your organization … to propel you to a new level. Our thinking is progressive. Our process is collaborative. Our designs are inspiring. Our focus is on life needs. Our expertise is specialized. Our capacity is extensive. We compete in a world with no boundaries and create successful architecture for our clients who invest in quality of life for themselves and their community. Go to www.gbbn.com.

Required action of the target group >
For current and prospective clients: To inquire about and ultimately contact GBBN. Preferably, to access www.gbbn.com to learn more.

For current and prospective employees: To reconfirm that GBBN is a place that enables personal and professional fulfillment through great design for interesting and challenging projects.

More > Other forward-thinking design firms that service locally and provide expertise globally.

Competitive advantage >
Culture (team-orientation and service, passion for great design, diversity of talent, commitment to personal and professional fulfillment)

Leadership (within our industry, on our projects, in our communities)

Expertise (global reach with competence in four primary markets: Higher Education, Healthcare, Arts and Entertainment; Mixed Use development)

Stability and Growth (50 years in business, among top 5-percent of architectural firms in U.S. in size)

Key Statistic: Only 2% of architectural firms in the U.S. have over 100 people; the same 2% of architectural firms earn over 90% of available architectural fees.

Additional >

Strengths:
Profile and prestige of completed projects;
Diversity of design, staff and willingness to lead or be an active and contributing team member;
Commitment to our people and the communities in which we operate – providing and exceptional professional and personal experience.

Weaknesses:
Differentiation from our competitors.

Target group - Businesses
Demographic Data: Type of product/service provided > Architectural firm of more than 115 professionals (50 registered architects) providing creative services developing value for performing arts/entertainment, education, healthcare, development, and mixed-use clients. Operates globally, with offices in the U.S. and China. Among the largest privately-owned firms in the U.S. (top 5-percent). Provides its services to China’s largest development company on multiple projects throughout China.
Size/Revenue > Large (more than 10 million USD)
Size/Number of employees > 50 - 200
Customer base > Adults
Psychographic data Character > High-tech, environmentally friendly, innovative, socially conscious, businesses that require architectural services are typically growing. Our best clients are growing businesses that demonstrate an appreciation for quality, exceptional design, and sustainability in the built environment.
Key employees > Administration, management, key decision-makers for architectural services are the most senior leaders in growing businesses.
Behaviouristic DataDecision factors > Leading edge (exciting) design with functionality are key decision factors., ,
Frequency of purchase > Less than once a year
Final decision maker > CEO/Management, key decision-makers for architectural services are the most senior leaders in growing businesses.Target market
Regions > World Wide

Campaign media
Required media elements > Web Design, Print Material, Corporate Identity, Creative use of media, Direct Mail
Budget > 100000 USDObligatory elements
Positioning text > We seek an innovative theme for the company’s 50th anniversary celebration in 2008. This theme will be a binding element for all campaign activities during the year.Obstacles
Main obstacles > For our current and prospective employees: To implement in a manner that strengthens our culture of encouraging a team-orientation, diversity of and passion for great design, and personal and professional fulfillment. For current and prospective clients: To implement in a manner that enables GBBN to break out of the pack of other similarly-sized U.S.-based architectural firms and become a sought-after team member for prestigious and forward-thinking clients and projects.Timing
Start date > Nov 09 2007
Deadline > Nov 27 2007Award & idea license fee
Award > 500 USD
Licence Price > 750 USD for Perpetual idea licence, in addition to award.

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