Video and social media promotion are key to design firm’s strategic marketing efforts
BOSTON – June 9, 2014 – Margulies Perruzzi Architects (MPA), one of Boston’s most innovative architectural and interior design firms, today announced that the firm was honored with three awards from the Society for Marketing Professional Services (SMPS) Boston 2014 Recognizing Outstanding Communications (ROC) award program. MPA received an honorable mention in the Integrated Marketing Campaign category for its Hobbs Brook Management video series produced in conjunction with Columbia Construction. The firm also received the first place honor in the holiday category and the People’s Choice award for its 2013 holiday video entitled “Kids at Heart.” Barbara Hicks, MPA’s director of marketing and media, and her team created both award-winning videos.
MPA’s focus on video is part of the firm’s marketing strategy to promote client projects in the clients’ own words and convey the firm’s design approach and company culture as a great place to work. Since 2010, MPA has produced and posted videos promoting a variety of client projects and company activities. Combined with the firm’s forward-thinking approach to social media, video production has been a unique and entertaining way to communicate its message of designing exceptional workplaces for clients.
Hobbs Brook Management Video Series: “The Fusion of Architecture and Construction”
MPA and Columbia teamed on the design and construction of a new 160,000 SF building in Norwood, Mass. for Hobbs Brook Management, and then jointly produced a five-part documentary video series educating viewers on teamwork, design, and construction. “The Fusion of Architecture and Construction” illustrates the successful partnership and collaboration effort between the building owner, builder, and architect, while educating clients about building design best practices and providing an insider’s look at the construction of a building.
The Integrated Marketing Campaign category recognizes a campaign with the best-suited marketing techniques to promote the firm, specific project, or targeted marketing initiative. The jury thought the Hobbs Brook Management video series was “very educational, great information for clients, and a nice way to develop awareness without being too technical.” The Hobbs Brook Management video series may be viewed at http://bit.ly/1me2umf.
“Photography always shows the building well, but it doesn’t say much about planning, process, or those who design and construct the space,” said Barbara Hicks, director of marketing and media at Margulies Perruzzi Architects. “MPA and Columbia wanted this video series to go beyond a beautiful and efficient final product. This video is distinctive because the filming process began before construction to tell the story of the entire project, not just the end result. Short of providing our target audience multiple site visits, the next best way to view the progression of this project is through video, providing different perspectives from all involved, yet all with the same goal.”
MPA’s 2013 Holiday Video: “Kids at Heart”
MPA’s goal for its 2013 holiday video, “Kids at Heart,” was to make a personal connection with the firm’s staff. By promoting its people, MPA hoped to highlight the talented group of creatives that work at the firm. A detailed storyboard/script was crafted for the adults, but the staff’s children featured in the video – ranging in age from nine months to 12 years – provided a fun yet unpredictable element during filming. MPA received a dozen credible leads and ultimately secured four projects as a result of using this creative outlet to follow up with potential prospects.
The Holiday Piece category recognizes a one-time piece produced for a specific holiday. The jury found MPA’s holiday video to be “warm, fun and playful” and that it “made a personal connection and long-lasting good impression of the firm.” MPA’s 2013 holiday video may be viewed at http://bit.ly/1mWtQyR.
“It is extremely gratifying to be honored by a jury of our peers in the SMPS Boston Chapter,” said Marc Margulies, AIA, LEED AP, principal at Margulies Perruzzi Architects. “The holiday video truly captures the personality of our firm. It helps in our recruitment efforts by illustrating what a great place MPA is to work, and shows our clients that we are more than just corporate project teams: we are fun and creative individuals. I’m proud of our marketing and graphics team for producing such a fun and highly-lauded quality piece on behalf of MPA.”
In previous SMPS Boston ROC Awards, MPA achieved a first place honor in the Target Market category in the 2012, and a first place honor in the Target Market category and the Best in Show Award in 2011. The firm also won second place in the Holiday category in 2008, and first place in the Alternative Media category in 2007. Additionally, MPA achieved a first place honor at SMPS National in 2013 in the Video category.
About Margulies Perruzzi Architects
Consistently ranked as one of Boston’s top architectural and interior design firms, Margulies Perruzzi Architects creates buildings and interiors for clients who value design. The firm services the corporate, professional services, healthcare, research/lab, and real estate communities with a focus on sustainable design. Clients include Manulife/John Hancock, Nuvera Fuel Cells, Reliant Medical Group, Sapient, Hobbs Brook Management and Forrester Research. For more information, please visit http://www.mp-architects.com.