Here' s the email I sent Dave;
"Dave,
I think this is a great 1st video. I was wondering if the target audience is residential clients then it seems the video should be in their layman's vocabulary. I would think that short clips about their positive experiences working with an architect in terms of specific issues might help other potential clients.
Not that getting zoning variances is the only value we bring, but for example: We had a lot of mature trees on our property that we wanted to preserve, but with new subdivision code ordinances we would have had to take down trees in the backyard for our new house. The architect successfully persuaded the zoning variance board that the adjacent neighbors enjoyed the clients' backyard trees, and got a variance for the frontyard setback from 30' of the new ordinance to existing teardown house front yard of 12'. It preserved the trees in back for the neighbors' enjoyment as well as the new house master bedroom window that of living in the treetop.
Another client enjoyed 12 zoning variances for their new home in a very restrictive conservative community in the affluent suburb north of Chicago. It was a very narrow lot and we were able to preserve 3 foot existing sideyards versus the new ordinance 7 foot sideyard requirement.
I'm not sure a builder would have been able to pull off the necessary zoning variance relief, but working with an architect; the clients were able to enjoy their property better without increasing construction costs.
In another case, the client was able to have a more unique barrel vaulted kitchen ceiling when doing their kitchen remodelling, while preserving their ability to do a future 2nd floor master suite with some masterplanning that was an architect value added to the project.
It seems some client interviews describing how the architect creatively helped their project beyond what a builder might have just provided for a kitchen remodel. I am not saying that certain builders are not capable of doing the same, but it is more value added by working with an architect. ( I work with some greta builders who take pride in theri work). To hear it from actual clients selling their positive project experiences working with an architect might afford a better connection for those contemplating a project. How they personnally benefitted and enriched their lives (and saved money).
I know this is straightforward stuff. The point is clients talking directly to other potential architect clients in their own words which is client vocabulary, not architect vocabulary. Let clients sell other potential clients. I know it is like traditional testimonials, but if very specific challenging issues (rather than generic "they were great") are being highlighted, I think that would have greater impact for those viewing..
Whatever. Keep up the good work. Thanks for your time and dedication to issues, which all of us in CRAN are reaping benefits from your time investment."
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Peter Brinckerhoff AIA, LEED AP
President
Brinckerhoff and Associates LLC
Glenview IL
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Original Message:
Sent: 9/24/2013 6:08:21 PM
From: pb@brinckerhoffandassoc.com
Subject: RE:Our first CRANtv video is DONE!!!
I think the video was well done. I think some of the suggestions might be incorporated into future videos. I have emailed David A. about a client speaking video discussion of how an architect specifically helped them in specific situations and how they personally benefited. This would be an enhanced testimonial of clients "selling" those "watching" clients of how an architect helped their project. The words and vocabulary would be "client" words and vocabulary, not architect words and vocabulary.
Keep up all the good work and thank you for your time on behalf of all CRAN architects who benefit from your volunteer efforts putting this together. You are our heroes, whether or not people acknowledge your dedication and time.
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Peter Brinckerhoff AIA, LEED AP
President
Brinckerhoff and Associates LLC
Glenview IL
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