Using publishing to optimise real estate projects - Revision history

Editor at 12:31, 11 October 2021

2021-10-11T12:31:38Z

← Older revision		Revision as of 12:31, 11 October 2021
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	This article was created by --[[User:Alex_Harvie\|Alex Harvie]] 11:00, 6 July 2013 (BST)		This article was created by --[[User:Alex_Harvie\|Alex Harvie]] 11:00, 6 July 2013 (BST)

−	= Related articles on Designing Buildings ~~Wiki~~ =	+	= Related articles on Designing Buildings =

	* Architectural communication.		* Architectural communication.
Line 102:		Line 102:
	* Real estate - going from villain to hero.		* Real estate - going from villain to hero.
	* Self publishing for architects.		* Self publishing for architects.
		+	* Skyscrapers, staircases and optical illusions - the Art of Building is back.
	* Technical notes on architectural publishing.		* Technical notes on architectural publishing.
	* Writing technique.		* Writing technique.

Editor at 16:18, 12 October 2020

2020-10-12T16:18:51Z

← Older revision		Revision as of 16:18, 12 October 2020
Line 90:		Line 90:
	This article was created by --[[User:Alex_Harvie\|Alex Harvie]] 11:00, 6 July 2013 (BST)		This article was created by --[[User:Alex_Harvie\|Alex Harvie]] 11:00, 6 July 2013 (BST)

−	~~= Find out more =~~	+	= Related articles on Designing Buildings Wiki =
−		+
−	=== Related articles on Designing Buildings Wiki ===	+

	* Architectural communication.		* Architectural communication.
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	* [[Property_marketing\|Property marketing.]]		* [[Property_marketing\|Property marketing.]]
	* [[Mixed-use_marketing\|Mixed-use marketing.]]		* [[Mixed-use_marketing\|Mixed-use marketing.]]
		+	* CIOB holds the Art of Building photo contest.
	* Construction industry publishing.		* Construction industry publishing.
	* Digital marketing for the construction industry.		* Digital marketing for the construction industry.
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	* Brand guidelines.		* Brand guidelines.

−	[[Category:Design]] [[Category:Property_development]] [[Category:Roles_/_services]]	+	[[Category:DCN_Guidance]] [[Category:Design]] [[Category:Property_development]] [[Category:Roles_/_services]]

Alex Harvie at 14:16, 6 August 2018

2018-08-06T14:16:21Z

← Older revision		Revision as of 14:16, 6 August 2018
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	* Architectural photography.		* Architectural photography.
	* Architectural publishing.		* Architectural publishing.
		+	* [[Property_marketing\|Property marketing.]]
		+	* [[Mixed-use_marketing\|Mixed-use marketing.]]
	* Construction industry publishing.		* Construction industry publishing.
	* Digital marketing for the construction industry.		* Digital marketing for the construction industry.

Editor at 14:35, 8 November 2017

2017-11-08T14:35:01Z

← Older revision		Revision as of 14:35, 8 November 2017
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	== Information management ==		== Information management ==

−	Publications consultants can also advise large real estate developments on the efficient and cost-effective management of information. The simplest and most efficient route to support and control a communications strategy is often to set up a central information bank. This is a resource which grows with the project, ensuring that the detailed delivery of each stage of the development comes back to the same sources of accurate information. A central archive puts the client in a position to exploit this information as many times, and for as many different purposes as required, without needing to pay licences or negotiate usage with other agencies.	+	Publications consultants can also advise large real estate developments on the efficient and cost-effective management of information. The simplest and most efficient route to support and control a communications strategy is often to set up a central information bank. This is a resource which grows with the project, ensuring that the detailed delivery of each stage of the development comes back to the same sources of accurate information.
		+
		+	A central archive puts the client in a position to exploit this information as many times, and for as many different purposes as required, without needing to pay licences or negotiate usage with other agencies.

	The central information bank is of benefit in the preparation of:		The central information bank is of benefit in the preparation of:
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	* Construction industry publishing.		* Construction industry publishing.
	* Digital marketing for the construction industry.		* Digital marketing for the construction industry.
		+	* Real estate - going from villain to hero.
	* Self publishing for architects.		* Self publishing for architects.
	* Technical notes on architectural publishing.		* Technical notes on architectural publishing.

Designing Buildings at 07:20, 14 December 2016

2016-12-14T07:20:06Z

← Older revision		Revision as of 07:20, 14 December 2016
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	* Architectural photography.		* Architectural photography.
	* Architectural publishing.		* Architectural publishing.
−	* Construction industry publishing	+	* Construction industry publishing.
		+	* Digital marketing for the construction industry.
	* Self publishing for architects.		* Self publishing for architects.
	* Technical notes on architectural publishing.		* Technical notes on architectural publishing.

Alex Harvie at 22:06, 8 October 2016

2016-10-08T22:06:16Z

← Older revision		Revision as of 22:06, 8 October 2016
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	* A guide book for visitors, updated with each new phase of the development		* A guide book for visitors, updated with each new phase of the development
	* Show brochures/catalogues on specific events/festivals/launches		* Show brochures/catalogues on specific events/festivals/launches
−	* Digital publications – a website~~, digital versions of the physical books~~	+	* Digital publications including a website.

−	Large-scale projects generally have a diverse mix of publications produced about them by independent writers and publishers~~. Because these tend to be unauthorised they can disseminate inaccurate and possibly negative messages about the scheme~~.	+	Large-scale projects generally have a diverse mix of publications produced about them by independent writers and publishers.

	If developers actively commission and manage the creation of publications, rather than leaving it to the market to produce them, they can position themselves at the heart of the permanent legacy messages created about the scheme. By having a direct contractual relationship with publishers and editors, the client puts itself in the strongest possible negotiating position to influence the approach taken by books.		If developers actively commission and manage the creation of publications, rather than leaving it to the market to produce them, they can position themselves at the heart of the permanent legacy messages created about the scheme. By having a direct contractual relationship with publishers and editors, the client puts itself in the strongest possible negotiating position to influence the approach taken by books.
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	== Conclusion ==		== Conclusion ==

−	At the moment~~, few developers consider the benefits~~ publishing ~~can offer within this communications mix. Publishing~~ programmes are often overlooked because they are rarely commercially lucrative, take time to establish and require expert management.	+	At the moment publishing programmes are often overlooked because they are rarely commercially lucrative, take time to establish and require expert management.

	However they provide long-term real projects benefits which other media (films, brochures, websites and marketing material) cannot deliver. Publications can help to establish the identity of a real estate project. A publications programme also offers the opportunity to manage messages about a project in terms of audience, timing and reach, as well as beginning the process of establishing a legacy.		However they provide long-term real projects benefits which other media (films, brochures, websites and marketing material) cannot deliver. Publications can help to establish the identity of a real estate project. A publications programme also offers the opportunity to manage messages about a project in terms of audience, timing and reach, as well as beginning the process of establishing a legacy.

Editor at 15:21, 8 July 2016

2016-07-08T15:21:51Z

Designing Buildings at 07:39, 16 April 2016

2016-04-16T07:39:36Z

← Older revision		Revision as of 07:39, 16 April 2016
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−
	= Using publishing to optimise real estate projects =		= Using publishing to optimise real estate projects =

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	The traditional focus tends to be on:		The traditional focus tends to be on:
−	*Marketing - producing sales messages, placing advertisements.	+
−	*PR - communicating with the media, attempting to gain press coverage.	+	* Marketing - producing sales messages, placing advertisements.
		+	* PR - communicating with the media, attempting to gain press coverage.

	== How publishing can benefit real estate projects ==		== How publishing can benefit real estate projects ==
−	*Publications legitimise developments; they are able to enhance a sense of a project’s significance and create a tangible sense of identity.	+
−	*Publications enable developments to relate their history and aspirations, communicating complex messages.	+	* Publications legitimise developments; they are able to enhance a sense of a project’s significance and create a tangible sense of identity.
−	*Setbacks and challenges can be shown in publications without losing the overall positive message. This is an extremely effective way of communicating confidence and openness.	+	* Publications enable developments to relate their history and aspirations, communicating complex messages.
−	*The design of a publication can be a powerful way of enhancing a real estate development’s brand.	+	* Setbacks and challenges can be shown in publications without losing the overall positive message. This is an extremely effective way of communicating confidence and openness.
−	*There is usually a level of editorial control, the amount depends on the type of publication and the publisher involved.	+	* The design of a publication can be a powerful way of enhancing a real estate development’s brand.
−	*People have a personal and intimate connection with publications; they can be powerful place-making tools.	+	* There is usually a level of editorial control, the amount depends on the type of publication and the publisher involved.
−	*Publications can communicate core brand values and excitement to new audiences.	+	* People have a personal and intimate connection with publications; they can be powerful place-making tools.
−	*A publications programme enables a client to time the release of particular information at planned times to particular audiences. If a residential development begins by selling off-plan and wishes to attract risk-taking buyers, this can be reflected in an avant-garde book produced to target them. Then later, if for example, families are required, a children’s publication can be created.	+	* Publications can communicate core brand values and excitement to new audiences.
		+	* A publications programme enables a client to time the release of particular information at planned times to particular audiences. If a residential development begins by selling off-plan and wishes to attract risk-taking buyers, this can be reflected in an avant-garde book produced to target them. Then later, if for example, families are required, a children’s publication can be created.

	== What might a publishing portfolio include? ==		== What might a publishing portfolio include? ==

	With titles produced at different times through the life of a development, a portfolio is likely to consist of:		With titles produced at different times through the life of a development, a portfolio is likely to consist of:
−	*A coffee table book	+
−	*A historical and/or cultural study	+	* A coffee table book
−	*A political book	+	* A historical and/or cultural study
−	*A high art photographic book	+	* A political book
−	*Children’s books, including pop-up, sticker and make-your-own	+	* A high art photographic book
−	*Educational books	+	* Children’s books, including pop-up, sticker and make-your-own
−	*A map or guide to the local area	+	* Educational books
−	*A guide book for visitors, updated with each new phase of the development	+	* A map or guide to the local area
−	*Show brochures/catalogues on specific events/festivals/launches	+	* A guide book for visitors, updated with each new phase of the development
−	*Digital publications – a website, digital versions of the physical books	+	* Show brochures/catalogues on specific events/festivals/launches
		+	* Digital publications – a website, digital versions of the physical books

	Large-scale projects generally have a diverse mix of publications produced about them by independent writers and publishers. Because these tend to be unauthorised they can disseminate inaccurate and possibly negative messages about the scheme.		Large-scale projects generally have a diverse mix of publications produced about them by independent writers and publishers. Because these tend to be unauthorised they can disseminate inaccurate and possibly negative messages about the scheme.
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	The consultant would undertake:		The consultant would undertake:
−	*A market analysis to review existing material and likely trends.	+
−	*A gap analysis to review any archive material and map this against material required for the preparation of publications.	+	* A market analysis to review existing material and likely trends.
		+	* A gap analysis to review any archive material and map this against material required for the preparation of publications.

	The consultant would set out research findings in a strategic document drawing on the business plan to set out:		The consultant would set out research findings in a strategic document drawing on the business plan to set out:
−	*Opportunities for publishing.	+
−	*Potential publishing partners and the likely nature of any deals. Exclusivity is important to the commercial viability of every sector.	+	* Opportunities for publishing.
−	*Audience groups and potential reach.	+	* Potential publishing partners and the likely nature of any deals. Exclusivity is important to the commercial viability of every sector.
−	*Development budgets.	+	* Audience groups and potential reach.
−	*Timescales and the optimal sequence for publishing.	+	* Development budgets.
		+	* Timescales and the optimal sequence for publishing.

	The publications consultant would then broker and manage the development of the programme.		The publications consultant would then broker and manage the development of the programme.
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	The central information bank is of benefit in the preparation of:		The central information bank is of benefit in the preparation of:
−	*Strategic documents	+
−	*Media briefings	+	* Strategic documents
−	*Information offered to people joining the project	+	* Media briefings
−	*A website	+	* Information offered to people joining the project
−	*Web descriptions of the development (Wikipedia, base reference information for journalists)	+	* A website
−	*Content used on site tours	+	* Web descriptions of the development (Wikipedia, base reference information for journalists)
−	*Naming strategies and signage	+	* Content used on site tours
−	*The development/design/packaging of licensed products (mugs, posters, models, T-shirts etc)	+	* Naming strategies and signage
−	*Operations documents	+	* The development/design/packaging of licensed products (mugs, posters, models, T-shirts etc)
		+	* Operations documents

	== Conclusion ==		== Conclusion ==
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	However they provide long-term real projects benefits which other media (films, brochures, websites and marketing material) cannot deliver. Publications can help to establish the identity of a real estate project. A publications programme also offers the opportunity to manage messages about a project in terms of audience, timing and reach, as well as beginning the process of establishing a legacy.		However they provide long-term real projects benefits which other media (films, brochures, websites and marketing material) cannot deliver. Publications can help to establish the identity of a real estate project. A publications programme also offers the opportunity to manage messages about a project in terms of audience, timing and reach, as well as beginning the process of establishing a legacy.

−	----	+	-----
−		+	This article was created by --[[User:Alex_Harvie\|Alex Harvie]] 11:00, 6 July 2013 (BST)
−	This article was created by --[[User~~%3AAlex%20Harvie~~\|Alex Harvie]] 11:00, 6 July 2013 (BST)~~<br/>~~	+

	= Find out more =		= Find out more =

	=== Related articles on Designing Buildings Wiki ===		=== Related articles on Designing Buildings Wiki ===
−	*Architectural publishing.
−	*Construction industry publishing
−	*Self publishing for architects.
−	*Technical notes on architectural publishing.
−	*Writing technique.
−	*Brand guidelines.

−	[[Category:Design]]	+	* Architectural photography.
−	[[Category:Property_development]]	+	* Architectural publishing.
−	[[Category:Roles_/_services]]	+	* Construction industry publishing
		+	* Self publishing for architects.
		+	* Technical notes on architectural publishing.
		+	* Writing technique.
		+	* Brand guidelines.
		+
		+	[[Category:Design]] [[Category:Property_development]] [[Category:Roles_/_services]]

Designing Buildings at 05:41, 14 July 2014

2014-07-14T05:41:08Z

← Older revision		Revision as of 05:41, 14 July 2014
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	*Brand guidelines.		*Brand guidelines.

−	~~[[Category:Construction_management]]~~
−	~~[[Category:Cost_/_business_planning]]~~
	[[Category:Design]]		[[Category:Design]]
	[[Category:Property_development]]		[[Category:Property_development]]
		+	[[Category:Roles_/_services]]

Designing Buildings at 19:16, 8 July 2014

2014-07-08T19:16:34Z

← Older revision		Revision as of 19:16, 8 July 2014
Line 89:		Line 89:
	*Architectural publishing.		*Architectural publishing.
	*Construction industry publishing		*Construction industry publishing
−	*Self publishing for architects.	+	*Self publishing for architects.
−	*Technical notes on architectural publishing.	+	*Technical notes on architectural publishing.
−	*Writing technique.	+	*Writing technique.
	*Brand guidelines.		*Brand guidelines.

	[[Category:Construction_management]]		[[Category:Construction_management]]
−	[[Category:~~Products_~~/~~_components~~]]	+	[[Category:Cost_/_business_planning]]
	[[Category:Design]]		[[Category:Design]]
−	~~[[Category:Cost_/_business_planning]]~~
	[[Category:Property_development]]		[[Category:Property_development]]
−	~~[[Category:Cost_/_business_planning]]~~

← Older revision		Revision as of 15:21, 8 July 2016
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	Optimising the potential of large-scale real estate projects is a long-term process which takes skill and detailed strategic planning.		Optimising the potential of large-scale real estate projects is a long-term process which takes skill and detailed strategic planning.

−	Part of this planning involves engaging with audiences to create an identity and sense of character for a development. This creates buy-in and raises a ~~project’s~~ status within the local and global community.	+	Part of this planning involves engaging with audiences to create an identity and sense of character for a development. This creates buy-in and raises a project's status within the local and global community.

	Generally a strategic communications plan is developed which outlines the different stages of the project, from initial planning to final completion and details the messages to be communicated at each stage.		Generally a strategic communications plan is developed which outlines the different stages of the project, from initial planning to final completion and details the messages to be communicated at each stage.
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	== How publishing can benefit real estate projects ==		== How publishing can benefit real estate projects ==

−	* Publications legitimise developments; they are able to enhance a sense of a ~~project’s~~ significance and create a tangible sense of identity.	+	* Publications legitimise developments; they are able to enhance a sense of a project's significance and create a tangible sense of identity.
	* Publications enable developments to relate their history and aspirations, communicating complex messages.		* Publications enable developments to relate their history and aspirations, communicating complex messages.
	* Setbacks and challenges can be shown in publications without losing the overall positive message. This is an extremely effective way of communicating confidence and openness.		* Setbacks and challenges can be shown in publications without losing the overall positive message. This is an extremely effective way of communicating confidence and openness.
−	* The design of a publication can be a powerful way of enhancing a real estate ~~development’s~~ brand.	+	* The design of a publication can be a powerful way of enhancing a real estate development's brand.
	* There is usually a level of editorial control, the amount depends on the type of publication and the publisher involved.		* There is usually a level of editorial control, the amount depends on the type of publication and the publisher involved.
	* People have a personal and intimate connection with publications; they can be powerful place-making tools.		* People have a personal and intimate connection with publications; they can be powerful place-making tools.
	* Publications can communicate core brand values and excitement to new audiences.		* Publications can communicate core brand values and excitement to new audiences.
−	* A publications programme enables a client to time the release of particular information at planned times to particular audiences. If a residential development begins by selling off-plan and wishes to attract risk-taking buyers, this can be reflected in an avant-garde book produced to target them. Then later, if for example, families are required, a ~~children’s~~ publication can be created.	+	* A publications programme enables a client to time the release of particular information at planned times to particular audiences. If a residential development begins by selling off-plan and wishes to attract risk-taking buyers, this can be reflected in an avant-garde book produced to target them. Then later, if for example, families are required, a children's publication can be created.

	== What might a publishing portfolio include? ==		== What might a publishing portfolio include? ==
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	* A political book		* A political book
	* A high art photographic book		* A high art photographic book
−	* ~~Children’s~~ books, including pop-up, sticker and make-your-own	+	* Children's books, including pop-up, sticker and make-your-own
	* Educational books		* Educational books
	* A map or guide to the local area		* A map or guide to the local area
Line 42:		Line 42:
	If developers actively commission and manage the creation of publications, rather than leaving it to the market to produce them, they can position themselves at the heart of the permanent legacy messages created about the scheme. By having a direct contractual relationship with publishers and editors, the client puts itself in the strongest possible negotiating position to influence the approach taken by books.		If developers actively commission and manage the creation of publications, rather than leaving it to the market to produce them, they can position themselves at the heart of the permanent legacy messages created about the scheme. By having a direct contractual relationship with publishers and editors, the client puts itself in the strongest possible negotiating position to influence the approach taken by books.

−	Once aware of the ~~developer’s~~ plans, the publishing community will be less likely to commission rival (possibly critical or low quality) books because they will be less commercially viable. Exclusivity is a crucial part of any publishing portfolio. A group of books works commercially for a publisher when they occupy a designated and protected sector of the market. Because margins are extremely tight in publishing, maintaining this exclusivity is vitally important when setting up and managing a successful portfolio.	+	Once aware of the developer's plans, the publishing community will be less likely to commission rival (possibly critical or low quality) books because they will be less commercially viable. Exclusivity is a crucial part of any publishing portfolio. A group of books works commercially for a publisher when they occupy a designated and protected sector of the market. Because margins are extremely tight in publishing, maintaining this exclusivity is vitally important when setting up and managing a successful portfolio.

	== How is a strategy developed? ==		== How is a strategy developed? ==

−	A specialist publishing consultant is appointed to undertake a study of the ~~client’s~~ possible publishing requirements and to outline the range of options available to them.	+	A specialist publishing consultant is appointed to undertake a study of the client's possible publishing requirements and to outline the range of options available to them.

	The consultant would undertake:		The consultant would undertake:
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	=== Related articles on Designing Buildings Wiki ===		=== Related articles on Designing Buildings Wiki ===

		+	* Architectural communication.
	* Architectural photography.		* Architectural photography.
	* Architectural publishing.		* Architectural publishing.