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Perkins+Will

Perkins+Will

Marketing & Media Relations

Background

One of the leading global architecture and design firms, Perkins+Will, sought media relations counsel to assist its Chicago marketing and firm-wide corporate public relations teams to raise the visibility of new projects, leadership, and its contribution to design innovation. The Chicago founding – and largest – office had recently named a new managing director, and was nearing completion of important new buildings in Chicago and around the world. In 2015, Perkins+Will celebrated its 80th anniversary, a signal achievement.

Our Work

Beginning in mid-2013, in preparation for the opening of William Jones College Preparatory High School, one of the first vertical urban high schools in the world, Melcher+Tucker Consultants developed a multi-media communications plan informed by interviews with the principal architects and Chicago Public School officials. Following the initial engagement, we have helped promote Perkins+Will thought leadership and new projects across all business sectors, including education, healthcare, corporate/commercial, corporate interiors and social responsibility. We work closely with internal marketing and public relations teams to coordinate all outreach for opportunities for expert commentary, story ideas and speaking. We have taken the lead on preparing and executing media plans for all new projects led by designers in P+W’s Chicago office, ranging from the student center at Case Western Reserve University to the Shanghai Natural History Museum, from the Newell Rubbermaid Design Center to the world headquarters of SRAM, a leading bike components maker in Chicago.

Results

Visibility and new-business wins are growing for the Chicago office. Eight decades after its founding, Perkins+Will is recognized for the vibrancy of its ideas. The firm’s design and architecture is inspiring new ways to work, to learn and to respond to the natural environment. Major design awards have been earned by Chicago-led projects overseas and in the U.S., including Shanghai Natural History Museum, Newell Rubbermaid Design Center, Rush University Medical Center, Tinkham Veale University Center at Case Western Reserve, and Jones College Prep. In 2015, Perkins+Will received the first Design for Learning Leadership award for its K-12 education work; five awards for Design Excellence from the American Institute of Architects; and, capping the year, the Firm of the Year from AIA’s Chicago Chapter. Media coverage has ranged widely, from the Chicago Tribune and Architectural Record to FastCompany and Travel+Leisure.

Archive

  • Seigle’s, Inc.

    “Melcher+Tucker are long on thoughtful advice, old and new market savvy, and media sense.  Their earned media results were remarkable.”

    Harry Seigle former chairman of Seigle’s Inc. and founder and principal of The Elgin Company

    Remaking a Homebuilding Icon

    Seigle's, Inc., one of the country’s largest regional manufacturers and distributors of building supplies, embarked on a strategy to focus predominately on the professional builder, shifting away from direct-to-consumer sales. Deciding not to compete with the big-box retailers, Seigle's concentrated on building relationships with both local and national homebuilders, and began preparing for its largest acquisition, a deal, which would cement its strategic change of direction. Yet, the $260 million, family-owned company based in Elgin, IL, lacked significant visibility and for its new strategy and branding.

    Melcher+Tucker Consultants began a comprehensive engagement to help define the company’s brand proposition and carry out strategic positioning to raise Seigle's profile among key constituents. Media relations activities included targeting local and national trade and general interest publications, aimed at promoting the new corporate strategy; establishing Seigle's executives as knowledgeable sources on industry and economic issues; and, highlighting distinctive policies such as corporate governance. MTC also helped develop a series of customer forums and accompanying monographs designed to increase awareness and credibility, and rewrote all of the website content.

    Seigle's new strategy was featured in major profiles in papers ranging from the Chicago Tribune and Wall Street Journal to the New York Times and throughout the industry’s leading trade journals. Owner-brothers Harry and Mark Seigle authored columns, and became regular sources for industry stories. In less than 18 months, MTC helped Seigle's convey its key messages to its core audiences. In September of 2005, Seigle's was sold to Stock Building Supply near the height of the housing cycle.

  • JPMorgan Chase

    Contributing to Communities in Which It Operates

    JPMorgan Chase, one of the world’s largest financial institutions, began planning its first “Community Partnership Report,” a publication that was to demonstrate to employees, investors and other stakeholders the firm’s commitment to support “healthy, vibrant communities where we live and work,” in the words of former Chairman Bill Harrison. With operations in 50 countries, the challenge was to select case studies that represent the firm’s interests in community revitalization, public education, and arts and culture – and, to write the profiles in an analytical style similar to that in the best news magazines.

    Working with JPMorgan Chase executives around the world in marketing, corporate and social responsibility, philanthropy and community development departments, Melcher+Tucker Consultants was responsible for reporting and writing the case studies that form the core of the 48-page Community Partnership Report. We interviewed dozens of sources at the bank, at community and cultural organizations around the world, and among those directly benefiting from the firm’s activities – from London to Dallas to Johannesburg and Hong Kong. The case studies we produced: Brooklyn, “Revitalizing Downtown;” Texas, “Building Sustainable Communities;” London, “Inspiring Children;” South Africa, “Opening Doors to Opportunity;” and, Hong Kong, “Responding to SARS.”

    The Community Partnership Report was distributed to JPMorgan Chase stakeholders around the world, and made prominently available on its web site. The report was widely praised for its breadth of coverage, stunning photographs, and, perhaps most important, crisp and sensitive writing that illustrated the firm’s impact on communities it serves.

  • Cannon Design

    Creating Path-breaking Architecture for Clients Worldwide

    OWP/P l Cannon Design is a leading architecture, design and engineering firm specializing in healthcare, education and corporate/commercial design. Operating as OWP/P, before its merger with Cannon Design, the firm, with offices in Chicago and Phoenix, sought to raise its visibility both locally and nationally for individual architects, specific projects and other areas of expertise in an effort to distinguish the firm’s work and ideas.

    Melcher+Tucker Consultants began the engagement assisting industry leadership teams in developing internal messaging for the roll out of a new strategic plan. We then worked with each of the firm’s practice leaders and marketing coordinators in Chicago and Phoenix on a range of activities, from media training and writing press releases to story development and promotion of people, new projects, special programs, and trends, both to Chicago-area and national trade and general-interest media. We also were involved in developing the messages and media plan for the firm’s 50th anniversary celebration held in Chicago’s Millennium Park. Throughout, we positioned leaders as expert resources on projects and trends, including sustainable design, healthcare technology and prototypes for new schools.

    The firm, its innovative approach to design and its leaders have been featured in profiles in such major media as FastCompany (where we also launched an education design blog), the Wall Street Journal, the Chicago Tribune, the Chicago Sun-Times, WTTW’s Chicago Tonight, Chicago Public Radio, and Architect. OWP/P, which merged with Cannon Design in 2009, is a global leader in both its operating approach to architecture and its delivery of built work across a range of industry sectors, with widespread awareness of its brand and operating philosophy.