SoCal Real Estate’s editor, Carrie Rossenfeld, was honored to be asked to speak at Gensler’s recent two-day retreat at its offices in Downtown Los Angeles. The event gathered the architecture and design firm’s Southwest marketing and PR team – a total of 25 attendees from the firm’s Los Angeles, Newport Beach, San Diego, Denver, and Phoenix offices – with the goal of elevating the team’s collective knowledge around marketing strategies, aligning its work with the firm’s vision and future initiatives, and building personal relationships across its regional team.
Rossenfeld, the only speaker outside of Gensler who was asked to participate, joined the event in a Q&A with regional PR director Octavia Goredema, who led the discussion in order to shed insight into an editor’s perspective. In addition to introducing SoCal Real Estate to the attendees, Rossenfeld gave examples of how she has worked on stories with other architecture firms; described some of the trends she’s been tracking in San Diego and Orange County, in particular; provided insight into her workday as an editor; and explained what makes a commercial real estate project newsworthy, among other topics.
During the retreat, sessions were focused on content strategy and storytelling, beating the writer’s block, typography, capturing the essences of a client, as well as marketing best practices and how to conduct analysis of past efforts to inform future strategies. Various principals and senior leaders within the firm led discussions around DXD (Gensler’s new Digital Experience Design practice area), client relationships, AR and VR, techniques in change management.
According to Kristi Sprinkel, marketing director for Gensler’s Southwest Region, “We regularly collaborate across offices and practice areas on pursuits; yet, for many, this was the first opportunity to meet in person.” She adds that the attendees left the retreat feeling empowered and better connected as a cohesive regional team.