CWA Members Enjoyed Chicago Tours, Sessions on Fundamentals of Construction Journalism, Marketing, and Construction Certification
November, 2003
(Buffalo Grove, IL) Construction Writers Association members enjoyed an architectural riverboat cruise and a tour of the new Frank Gehry-designed Millennium Park bandshell along with sessions on construction journalism, marketing, and certification. CWA's website and marketing communications awards were presented at luncheon that capped off the event, held at the Hotel Allegro October 16-17 in Chicago.
Fundamentals Session
Kicking off CWA's 2003 midyear meeting on Thursday, October 16, and continuing a series of educational sessions under the topic "Fundamentals of Construction Journalism," three highly rated speakers talked about writing for the web, designing publications, and construction basics. Proceeds from the fundamentals series will be used to fund a scholarship program.
George H. Harmon, associate professor at Northwestern University's Medill School of Journalism, Evanston, IL, kicked off Thursday morning's well -attended session. His informative "Writing for the Web" discussion began with what research shows us about web writing: reading from computer screens is 25 percent slower, users don't like to scroll, 79 percent skim read, users detest promotional text, eyes scan headlines and opening paragraphs -- not pictures or logos.
Harmon's tips for online writing included: abandon the linear approach, use an inverted pyramid that reveals the story's ending, make heads and subheads self-explanatory, keep it lively and simple, cut back radically on adjectives, and (for gosh sakes) use the active voice. Because he believes that most writers do more editing than writing, he concluded with tips for editing which he called the "two-minute edit," "the five-minute edit for story-telling," and "the 10-minute edit for sentence structure."
Tony Breland, art and production director for Randall Publications, Tuscaloosa, AL, was next on the program with a discussion of "Some Principals of Good Design." He said that good graphic design conveys information. It shouldn't call attention to itself but should give the reader something to take away. Only two or three fonts should be used on one piece, and special attention should be paid when evaluating fonts. Consider how the numbers and italics look in that font to be sure it is easily readable. It's best to choose fonts with a variety of weights.
This helpful presentation also included what to do if you don't have photography, a common problem. Breland explained stock photography options and clip art. He also illustrated creative typeset treatments, which can be used as the illustration. In addition, he covered the various types of digital formats publications might encounter.
Brian Bowen rounded out the morning session by "Deconstructing the Construction Industry." A retired construction manager for Hanscomb, Bowen is now executive-in-residence at Georgia Tech's College of Architecture. He is also the organizer of a three-day course on construction industry basics that is sponsored by the university and the Society for Marketing Professional Services (SMPS).
An entertaining speaker, Bowen presented a brief history of the construction industry. He noted that the industry is huge (in the US in 2002: $846 billion spent, amounting to 8.3% of the nation's gross national product, and employing 10 million people - in 2000 globally: $3.2 trillion spent worldwide). He also discussed 12 characteristics that make the construction industry unique.
Bowen then explained the "players" and how they interact (a simplified industry organization chart) and the sequence of project development, including an overview of delivery options. He closed with predictions about the future and left behind a reference takeaway that included a bibliography and also lists of recommended websites, representative organizations and regulatory bodies.
Midyear Meeting Topics
On Friday, October 17, 2003, CWA's traditional midyear meeting included two sessions on marketing, a presentation on certification in the construction industry, and a preview of the afternoon tour to the Millennium Park bandshell. The meeting was capped off with an awards luncheon where CWA's Website and Marketing Communications Awards were presented.
"Marketing on a Shoestring" means putting your mouth where your money is, according to Denise Norberg Johnson. Johnson is a former Chicago-area subcontractor and a past president of the American Subcontractors Association and the National Association of Women in Construction. She is now a professional speaker and president of Penguin Peak Performance. She said that everyone should have a clear, effective 30-second explanation of what they do for a living - or what their company does.
Johnson also gave a variety of suggestions for inexpensive marketing: Get involved in community and charitable activities - and also in industry associations and organizations; get in people's faces and engage them in conversation; work on your memory skills and call people by their names; create a permanent, readable nametag and wear it to meetings; use e-mail and banners on websites; use radio rather than TV ads; and give away promotional products with your name on them.
Karen Courtney, AIA, director of marketing for BSA LifeStructures, Indianapolis, IN, and the president-elect of the Society for Marketing Professional Services, addressed "The Importance of Branding" along with her branding consultant, Laura Musall of Hetrick Communications, Indianapolis, IN. "Why brand?" they asked. To better position your products and services, enhance your market share, stimulate growth, define your corporate culture, define and enhance communications, and enable recruitment and retention.
The pillars of brand building, they said, include a mission statement, corporate values, a brand promise (the organization's promise to customers), a brand personality (shown visually through color, style, but also shown through attitude), and brand positioning. Guidelines Courtney and Musall suggested include: communicate clearly and skip the hyperbole; be honest, understandable and factual; skip superlatives; deemphasize hype; and appeal to people's best interests. Above all, play up "you get" and play down "we do."
T.J. Ferrantella, president of Engineered Companies, Inc., Hammond, IN, and chairman of the American Institute of Constructors' (AIC) Certification Commission, will discussed the activities of the new Construction Certifications Coalition (C3). The coalition was created to enable associations throughout the construction industry to share information and best practices in the certification area. It will also communicate, educate, and avoid overlap, he said. Ferrentella noted that there are 26 organizations involved with C3. representing about 20 certification programs, both professional (based on college training and trade (based on industry training). Some organizations that belong to C3 support certification but don't have any current programs.
Ferrentella pointed out that there are several components of certification: experience, he said, is always a component of certification; examination is another part, and life-long learning, required to keep certification in force, is the final component. He believes that life long learning will be reallhy important in the 21st century. He also defined levels of certification, including licensure, registration, certificate. And, he believes that good certification will always include a way to discipline people for ethical violations.
Wayne Anderson, Millennium Park project manager for Walsh Construction, gave a preview of the afternoon tour - and later led the tour. He described the entire Millennium Park layout, including a monument, ice rink, fountain, sculpture, music and dance theater, and garden. Our tour focused on the Frank Gehry-designed music pavilion (the bandshell) and the pedestrian bridge. Gehry's designs have no right angles, so building tolerances were critical, especially since components came from several sources. During his preview, Anderson discussed site utilitzation and logistics, working with other contractors on the site, workforce morale, and more.
Capping off the CWA Midyear Meeting was the awards luncheon where the CWA Website and CWA Marketing Communications Awards were presented.
 Tony Breland of Randall Publications, Tuscaloosa, AL, spoke on "principals of good design." |  George H. Harmon of the Medill School of Journalism, Evanston, IL, spoke on "writing for the web." |
 Brian Bowen of Georgia Tech, Atlanta, GA, "deconstructed" the construction industry. |  Karen Courtney of BSA Lifestructures spoke on "the importance of branding." |
 Denise Norberg Johnson of Penguin Peak Performance spoke on "marketing on a shoestring." |  T. J. Ferrentella, who chairs the AIC Certification committee, discussed construction industry certification and the new Consruction Certifications Coalition (C3). |
 Walsh Construction Project Manager Wayne Anderson previewed the afternoon to MIllennium Park, where Walsh is working on the new bandshell, a trellis, and a pedestrian bridge. |
Tony Breland of Randall Publications, Tuscaloosa, AL, spoke on "principals of good design." George H. Harmon of the Medill School of Journalism, Evanston, IL, spoke on "writing for the web."
Brian Bowen of Georgia Tech, Atlanta, GA, "deconstructed" the construction industry. Karen Courtney of BSA Lifestructures spoke on "the importance of branding."
Denise Norberg Johnson of Penguin Peak Performance spoke on "marketing on a shoestring." T. J. Ferrentella, who chairs the AIC Certification committee, discussed construction industry certification and the new Consruction Certifications Coalition (C3).
Walsh Construction Project Manager Wayne Anderson previewed the afternoon to MIllennium Park, where Walsh is working on the new bandshell, a trellis, and a pedestrian bridge.
Wayne Anderson and other Walsh managers led CWA managers on a tour of the Millennium Park site.
CWA is grateful for meeting sponsorship by Society for Marketing Professional Services, Reed Business Publications, Portland Cement Association, Primedia, and James Information Media.
CWA is a nonprofit, non-partisan, international organization for professional journalists, writers, editors and publicists serving the information needs of the construction industry. Additional information on the association's annual meeting will be posted on the website, www.constructionwriters.org .
For information:
Deborah J. Hodges
Executive Director
P.O. Box 14784
Chicago, Illinois 60614
Telephone 773 687-8726
Fax 773 687-8627
info@constructionwriters.org