THE SITUATION
Three architecture and design organizations - the American Institute of Architects Seattle (AIA), the Seattle Architecture Foundation (SAF), and Design in Public (DIP) – first came to Team Soapbox in the quiet phase of a capital campaign to develop the first Center for Architecture & Design in Seattle. We developed messaging, a new wordmark logo, and a communications plan for the new Center, laying the ground for the new shared venue space and partner co-programming of exhibitions and events.
After supporting a successful rollout of the Center launch, Team Soapbox was re-hired as the Center’s publicist. Our job since 2016 has been to develop and place place media stories that highlight Center programs, events, and people.
For our client, it’s not only about “butts in seats” program attendance – media coverage is an opportunity to spark public conversation on important issues that architecture and design intersect with such as affordable housing, public space, and environmental sustainability. Together, we’ve worked with AIA Seattle to think strategically about what types of outlets and stories balance the needs of attendance and the needs of community dialogue, and successfully place coverage about current programs.
THE APPROACH
Over the years, we’ve developed a robust local and national media list and relationships that span print, broadcast, and digital reporters covering design, architecture, urban planning, real estate, politics, lifestyle topics, arts & culture, and other topics.
Every year we prepare a timeline for each “season” of thematic events at the Center and discuss specific goals for our media outreach. Before every season, as we strategize about coverage opportunities, we work with AIA Seattle to assemble useful media materials – one-pagers and high-resolution photography, speaker bios, spokespeople, and potential interviews from within the architecture & design community – and pitch editorial targets. A major annual event, the Seattle Design Festival, provides an inflection point for coverage opportunities beyond regional outlets.
Our strategic and creative approach to media engagement has led to hundreds of placements and millions of impressions for AIA Seattle programming over 5+ years of collaboration, including coverage in design trade and niche press in outlets like Architect’s Newspaper and Bustler; international cultural magazines like Dezeen; business, lifestyle, tourism, arts and parenting stories in regional newspapers, magazines, radio, and television such as The Seattle Times, ParentMap, Seattle Magazine, KING 5, and KUOW. We’ve also conducted regular media training and coaching for client staff and spokespeople in connection with media opportunities.
“Working with Team Soapbox has made an enormous difference in public awareness of our organization and causes. They know their territory and have done a fantastic job of helping us hone story ideas, then pitching them to great success.” - Lisa Richmond, Former Executive Director, AIA Seattle
