Pineapple Tweed (PT) was engaged to provide public relations and marketing for Hawaii architecture firm, AHL, then Architects Hawaii, in 2007.
The Challenge
The challenge set forth by this leading architectural firm was to keep them top of mind in the community without being too obvious about marketing them; they were, and have always been, against overt self-promotion, so PT had to create other ways to get them covered by the media. This relationship has continued through three chief executive officers.
Goals
Our goals include: distinguishing AHL from other architectural firms as a forward-thinking company and design leader; positioning executives and the company as leaders; raising awareness of projects, media training, crisis communications; and providing ongoing PR counsel and marketing ideas.
Sustainability Initiatives
Recognizing the growing concern about the environment and sustainability, in 2008 PT initiated a program for AHL’s LEED-certified professionals to provide “ Free Green “ consulting to small businesses in their Chinatown/Downtown neighborhood. In 2011, PT joined Hawaii Green Growth–a public-private partnership to bring together diverse stakeholders committed to economic, social and environmental priorities. PT encouraged AHL’s participation, which has led to ongoing local, national and international exposure for AHL, as well as governmental appointments for its CEO. To further AHL’s leadership in sustainability, PT pitches media for coverage on its ongoing sustainability efforts and writes and places opinion editorial commentary for its leaders.
Community Impact
Media coverage of AHL’s participation in the 1% Pro Bono Initiative, a national program connecting nonprofits with architecture and design firms willing to give their time pro bono, has resulted in broad awareness of the company’s community service and countless free hours of architectural services for Hawaii’s nonprofits. The 1% program also assists in employee recruitment and retention, as does our media coverage of AHL’s fun programs such as the annual Easter “Eggstravaganza.”
For AHL’s 70th anniversary, PT worked with AHL to ideate a “parklet” concept on Bishop Street that displayed its sustainability initiatives, a fresh concept that received extensive coverage and downtown community appreciation as a relaxing rest stop complete with a demonstration of power generated by a bicycle.
Executive Positioning
Executive and company positioning includes assisting with placement on nonprofit boards and advisory councils and nominating the company and its leaders for awards such as PBN’s Business Achievement awards, Hawaii Business’ CEO of the Year and 20 for 20, YWCA Leadership, PBN’s 40 for 40 and Women Who Mean Business, Pacific Edge’s Commitment to Green and numerous others.
Thought Leadership
Thought leadership, for example, is demonstrated in the quarterly CEO letter as well as a series of triannual public panels, Art+Design+Architecture, that started in 2017 highlighting issues of importance to the community, such as hospitality and tourism, the future of work and resilience to name a few.
Design Excellence
For its 75th anniversary, PT worked with AHL to develop a unique multipronged celebration to highlight AHL’s history architectural design for the community: A public exhibit of AHL’s history of modern architecture in Hawaii at Marks Garage, including banners along major streets downtown; Land Sea Shelter, a book covering AHL’s history of modern architecture in Hawaii, media coverage, a major client event, and public panels.
Integrated Marketing Support
PT highlights AHL’s leadership in design with media coverage and awards, including national recognition such as from the International Council of Shopping Centers and, BD+C magazine.
In addition to press releases, pitches to media and interview preparation, social media post ideas and brochure and advertising concepts and copy, PT works with AHL’s marketing department to develop themes for its quarterly newsletter, Sketches. PT conducts interviews for appropriate AHL professionals and drafts copy for the newsletter.
