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BUSINESS NEWS WARE MALCOMB
ANNOUNCES COMPLETE
250’s site plan is laid out to maximize the property and strategically locate the numerous amenities.” Station 250 is comprised of luxury one- and two-bedroom for-rent units with tuck-in garages. The 52 du/ac, four-story project was designed with wood-frame construction methods and features elements of classic Chicago- style architecture, utilizing brick and fiber cement exterior materials. “Ware/Malcomb is incredibly attuned to what we set out to accomplish with Station 250,” said Phil Domenico, Principal, Synergy Construction & Development Company. “As a partner, their creativity, attention to detail and expertise allowed us to realize our vision for the property.” Individual units feature a bright, natural interior scheme with premium finishes such as pet-friendly hardwood flooring, large eat-in kitchens, balconies or ground floor patios, in-unit laundry, and walk-in master closets. The development features an outdoor pool and 10,700
square feet of indoor amenities, which include a coffee bar reception area, a fitness center, yoga room, sauna, a golf/ game simulator room, and a coworking lounge to accommodate remote workers. Ware Malcomb provides high quality, innovative planning and design services for multifamily, mixed-use and residential developments across the Americas. The company designs communities to meet consumer demand and local market trends. Ware Malcomb’s vast firm resources coupled with local knowledge, innovative design and highly efficient project delivery methods enable the development and construction of high-quality living environments that maximize long term real estate value. With office locations throughout the United States, Canada, Mexico and Brazil, Ware Malcomb specializes in the design of office, industrial, science & technology, healthcare, multifamily, retail, and public/institutional projects.
CONSTRUCTION
IS
ON MULTIFAMILY DEVELOPMENT IN CHICAGO SUBURB OF MUNDELEIN, IL Ware Malcomb, an award-winning international design firm, today announced that construction is complete on Station 250, an upscale multifamily development in Mundelein, IL. The firm provided architecture, interior design and full site planning services for 166-unit transit-oriented project. STATION 250 Located next to the Mundelein Village Hall and adjacent to the local METRA rail station, the community was developed and constructed by Synergy Construction Group. Synergy is a privately held development and construction firm based in Chicago, IL. “Our team collaborated closely with the client to meet their goal of creating a destination where modern elegance meets downtown living,” said Charles Swanson, Practice Leader, Director, Multifamily, Ware Malcomb. “Station
Considering our former list of marketing activities, print advertising is a well-known and familiar promotional method. Most of our firms place print ads in our clients’ publications. We do this to support our client organizations and remind them of our services. But we all know those ads tend to look the same. They say many of the same things, make the same claims, and use similar imagery. Again – boring! What if we applied disruptive, surprising, and memorable objectives to our print ads? Suddenly, as our clients thumb through their familiar journal, BAM! Out of nowhere, an ad jumps off the page (surprise), looks completely different (disruptive), and says something extraordinary (memorable). What if? FROM DULL TO DYNAMIC. Apply disruptive marketing objectives to your other marketing activities. How would your social media posts change? What surprise awaits on your website’s home page? How would a stale proposal turn into a story full of marvel and awe? The idea is to be different. But not different for different’s sake. Be different in order to win the attention of those you wish to serve, so you can position your firm as the solution to their problems. When crafting marketing campaigns, it is good to push ourselves in a more creative direction. If we can use surprising, memorable, and disruptive strategies to capture attention, we will benefit from great marketing. The effect of better creativity will produce even more dramatic results in an industry that is plagued with sameness. Gabe Lett joined Prairie Engineers as chief marketing officer in 2024. Connect with him on LinkedIn.
GABE LETT, from page 7
ARE WE BORING OURSELVES TO DEATH? Let’s all just admit that our industry’s marketing is mostly boring. Creativity is not high on our priority list when it comes to public safety and professional design – nor should it be. I would rather not work in a building characterized by creative structural engineering. I want reliable and disciplined engineering that will ensure my safety in a building that will not collapse. But is there room for creativity in our marketing of a conservative profession? “The idea is to be different. But not different for different’s sake. Be different in order to win the attention of those you wish to serve, so you can position your firm as the solution to their problems.” We all know there is not a lot of risk in marketing Frank’s RedHot sauce using disruptive marketing methods – methods that require taking novel approaches with innovative ideas, being comfortable with trial and error, and taking risks. I propose there is a universe of opportunities to use disruptive marketing in our own firms. BAM! OUT OF NOWHERE, AN AD JUMPS OFF THE PAGE. I like to think of disruptive marketing as having three primary objectives: They need to be disruptive (obviously), surprising, and memorable. So, as AEC marketers, we want to consider disruptive, surprising, and memorable marketing activities.
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THE ZWEIG LETTER DECEMBER 16, 2024, ISSUE 1565
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