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43CE - Video: The 1.8 Million Word Promotion

12 May 2016 2:00 PM - 3:30 PM

1.5 ConEd Learning Hours

This session is being offered again Friday, May 13, 2016 4:00 PM to 5:30 PM

Course Outline:

Forrester Research has found that one minute of video is worth 1.8 million words! So why aren’t architects using it?

Architects create one of the most evocative aspects of civilized culture. But, until recent days, it's been left to the audience's imagination to connect the beauty shot to real life experience. With YouTube recently surpassing Google in search results, it's a new era. The onus is upon architects to seize this opportunity to pay homage to their work and their very profession. 

This interactive session will deliver a fresh take on video marketing.  It will explore how one goes beyond promotion to moving video that facilitates connection with clients, end users and referrers alike.  

A quick look at current statistics will reveal why video is the next essential step in showcasing projects, people and perspective, no matter the size or focus of the firm. Building on best marketing practices, industry experts, Sandra and Roxanne will explore the branding, messaging, implementation and promotion of video. With examples to demonstrate the concepts, the audience will experience first-hand what differentiates video that stands out from the crowd.

Learning Objectives:

  1. The growing importance of video as part of an architecture firm’s strategy   
  2. The importance of the video plan and elements to consider
  3. The do’s and don’ts of creating a video 
  4.  How to prioritize investment into video so it is manageable


Sandra Bekhor, M.B.A., B.Sc.Architecture

Sandra Bekhor is a Toronto-based consultant that provides relationship-based marketing, branding, and planning services to A&D firms and other professional practices throughout Canada. Her team includes talented, high-level graphic designers, copywriters, programmers and videographers.  A senior marketing professional since 1992, Sandra founded Bekhor Management in 2005 with the intent to enable professionals to realize their visions for their practices through to the development of business and marketing strategies and the enhancement of company structure and process.

In addition to client work, Sandra Bekhor speaks, teaches and writes about practice development for various professional associations and publications, including: Ontario Association of Architects (OAA), IIDEX, Interior Designers of Canada (IDC), Ontario Association of Naturopathic Doctors (OAND), Ontario Society of Chiropodists (OSC), Canadian Vet, The Bottom Line, The Lawyers Weekly and Investment Executive.

Roxanne Boutzis, B.A.

Roxanne Boutzis is a senior marketing executive and a huge proponent of promoting thought leadership. Her skills are honed through 18 successful years with thought leading professional services firms and globally dominant organizations such as CISCO, SAP, KPMG and Stantec, She has thrived in various industries including urban design, architecture, landscape architecture, engineering, accounting, and information technology. 

Roxanne specializes in building business development strategies though the exploitation of thought leadership. She recognizes innovating thinking that supports your go-to-market strategy and intuitively knows the value of marketing your intellectual assets and thought leaders.

Today Roxanne is the Principal of SBR Network, a company focused on showcasing thought leadership and industry knowledge using modern multi-media for professional services firms.