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ON THE MOVE TINDALL’S ANTHONY GENTRY EARNS SAFETY CERTIFICATION, PROMOTED TO DIRECTOR OF SAFETY Tindall Corporation has promoted Anthony Gentry to director of safety. Gentry joined Tindall in 2000 as corporate safety and environmental engineer to advance the safety and environmental compliance programs at Tindall’s five operations centers and the numerous construction sites Tindall serves. Gentry recently completed the BCSP program and is now recognized as a certified safety professional. BCSP awards certifications to professionals who demonstrate a high level of competence in the safety, health, and environmental discipline in order to enhance the safety of people, property, and the meet strict academic and experience eligibility requirements and pass a comprehensive safety exam. CSP certificate holders must recertify every five years. Gentry is a graduate of the University of Tennessee at Chattanooga environment. Certification candidates must

with a B.S. in environmental engineering. “Tindall is dedicated to promoting a culture of safety throughout the organization, and the BCSP certification is another strong approach and commitment to the success and safety of our dedicated personnel,” said Greg Force, P.E., president and COO. “BCSP credential holders are among the most highly trained, educated and experienced professionals in the safety field, and we’re proud to have Anthony oversee Tindall’s safety program throughout our manufacturing and field operations.” AMY APONTE JOINS BALFOUR BEATTY CAMPUS SOLUTIONS BUSINESS DEVELOPMENT TEAM AS VICE PRESIDENT Balfour Beatty Campus Solutions , a leading developer and operator of infrastructure projects for the college and universitymarket, announced that AmyAponte has joined the company as a Vice President in its business development group. She will be focused on identifying opportunities for public private partnerships in higher education that align with Balfour Beatty Campus Solutions’

unique offering and approach. Aponte will also engage in a variety of marketing activities aimed at further developing the brand in the higher education market. Bob Shepko, president of Balfour Beatty Campus Solutions, said, “Our campus development business has continued to grow over the past few years, in both size and scope. We are quite fortunate to attract a great talent and experienced industry professional like Amy. Her expertise will certainly enhance our growth as we continue to establish our leadership position in campus development.” Aponte has more than 20 years of experience in higher education development and was previously the director of business development for Hanbury Evans Wright Vlattas + Company . She is actively involved in the Association of College and University Housing Officers, most recently serving as secretary on the board of trustees for the ACUHO-I Foundation.

looks at the project. The key to success remains in careful advance thought and planning so that the project will achieve the best possible exposure. What works for extreme planning on the initial photography portion also applies to the written side. Begin early. That one point will catapult success in the long run. Something that might have been a few key words jotted down a few months earlier can become immensely valuable towards the end, just before a submittal. Force early text captures. These visionary moments do not get reconstituted easily four years later when a project’s completed. Set up brainstorming sessions to help illicit fresh thoughts as the project advances through various stages. Listen carefully and document the verbs designers use when passionately speaking about their latest scheme. If you have an outstanding project that you think has potential on the national stage, let your favorite publisher know early on (like as soon as you get the project). Then every once in a while drop her a line. Show a few sketches. Mention salient special features of the project to build momentum and excitement early. Offer an exclusive. Be sure your client agrees before making the offer. And only allow exclusives for major articles, not local blogs. Finally, always send the best. Be extremely selective with images and text – a firm’s future depends on these considerations. MARILYNN MENDELL, president of WinSpin CIC Inc., specializes in branding, marketing, change management, and entrepreneurship. She can be reached at winspincic.com. "The key to success remains in careful advance thought and planning so that the project will achieve the best possible exposure."

MARILYNN MENDELL, from page 11

awards require five images and note which angles from the start. Often publications will publish award winners, so be sure to get your project published in that journal before submitting for the award that will get published, that way you’ll get double exposure. Be careful to do this research a year before submitting any press releases or award applications. Prior to the final photo session, get marketing, principals, and project managers together for brainstorming to discover story angles and to review scouting shots. Sometimes seeing the scouting shots completely changes the game plan. Maybe the project got value engineered along the way and now it’s not print worthy. This early look may save the firm valuable resources on first-tier photographers and marketing expense. "Styling a shot can influence award wins and what level of publication looks at the project." Produce a photo session document that will be taken to the shoot the day of (or days if there are to be scouting shots as well), or if the project entails base building exterior and interior photos. List everyone involved, their emails and mobile numbers. Place floor plans, and sun patterns in a folder and send to the photographer. Begin reviewing the three top publications’ editors and their magazine articles and layouts for styling hints. Look for details. Do their images include people? Flowers or empty clean space? Specific furniture manufactures or styles? Don’t get kitsch or cute with furnishings. And remember being original really does matter. Styling a shot can influence award wins and what level of publication

THE ZWEIG LETTER May 16, 2016, ISSUE 1152

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