CLAUDIA SEREADESIGN. CREATE. COMMUNICATE.

Award-winning art director with hands–on experience in digital and print media, marketing, and promotional design. Crafting sharp and creative content is my forté. I am also a project manager with a proven track record of leading creative teams that run integrated campaigns from concept to flawless execution.

MARKETINGINTEGRATED CAMPAIGNS

AWARD OF EXCELLENCE GD USA INHOUSE AWARD, 2014 CMA AWARD, 2014

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AWARD OF EXCELLENCE GD USA INHOUSE AWARD, 2014 CMA AWARD, 2014

INNOVATION CONFERENCE CONSTRUCTION MARKETINGASSOCIATION AWARD, 2014

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OUTLOOK CONFERENCE GD USA INHOUSE AWARD, 2013 CMA AWARD, 2013

Outsmart. Outwin. Outlook.

Out lookMcGraw Hill Construction

2014 EXECUTIVE CONFERENCE

Sponsors:

Platinum

Silver

Presentation of the 2014Dodge Construction Outlook

Washington, DC

October 24–25, 2013

Register u Outlook2014DC.com 800-371-3238

Speakers:

Robert Murray VP, Economic Aff airsMcGraw Hill Construction

Harvey Bernstein F.ASCE, LEED APVP, Industry Insights & AlliancesMcGraw Hill Construction

Beth Ann Bovino U.S. Chief EconomistStandard & Poor’s

James C. Dinegar, CAEPresident & CEOGreater Washington Board of Trade

Roger FlanaganProfessor/ChairmanSteering Committee for International Aff airsSchool of Construction, Management & EngineeringUniversity of Reading

Scott KolbrennerManaging Director, Head of Engineering & ConstructionHoulihan Lokey

Daniel P. McQuadeChief ExecutiveTishman Construction, an AECOM Company

Dorothy RobynCommissioner, Public Buildings ServiceU. S. General Services Administration

Out lookMcGraw Hill Construction

October 24-25, 2013

Washington, DC I Register now u

Out lookMcGraw Hill Construction

EXECUTIVE CONFERENCE

October 24-25, 2013

Washington, DC I Register now u

B

Out look2014 Dodge Construction

$495

1

EXECUTIVE SUMMARY

The recovery for the construction industry has struggled to take hold. After plunging 24% in 2009, new construction starts leveled off in 2010, raising hope that the stage was being set for 2011 to be the initial year of renewed expansion. However, new construction starts have bounced along the bottom during 2011, not able to achieve upward momentum in any sustained manner.

The lackluster performance was the result of decreased activity by several major sectors – single family housing, public works, and institutional building. At the same time, the year 2011 has seen a few bright spots for construction, such as improvement for multifamily housing and manufacturing plants, as well as a surge of new electric utility projects. Even the commercial building sector provided some positive news, as warehouses and hotels picked up the pace after a very depressed 2010. Still, the pluses have not been enough to outweigh the minuses, and the result is yet another year of weaker construction activity. For 2011, new construction starts are estimated to come in at $410 billion, a 4% decline from 2010.

The backdrop for the construction industry is the fragile U.S. economy. Real GDP in the second quarter of 2011 grew just 1.3%, and for all of 2011 the GDP increase is estimated at 1.6%, down from 3.0% for full year 2010. The employment statistics also reflect this picture of a decelerating economy, as job creation fell to a pace of 72,000 jobs per month during the May-September period, keeping the unemployment rate at 9.1%. The economic slowdown during the first half of 2011 was related to higher energy prices and supply chain disruptions caused by the earthquake in Japan. Adding to the rising anxiety about the U.S. economy has been the spreading European debt crisis and the protracted debt ceiling debate in Washington DC. Reflecting this uncertainty, the estimates that the U.S. would slide back into recession grew from less than 20% at the start of 2011 to about 40% in September.

While the risk of recession is now higher, there’s still a better than even chance that the U.S. economy will be able to avoid recession through the end of 2011 and during 2012. Job growth, while weak, is still taking place. Corporate profits have been generally strong, and firms are sitting on substantially more cash than back in 2008. The banking system is healthier than a couple of years ago, and the volume of commercial and industrial loans is rising once again. Interest rates are very low, and energy prices are now settling back. In addition, the European Central Bank has taken steps to contain the debt crisis, although it’s still unclear how effective these steps will be.

At the same time, the U.S. economy will be absorbing spending cuts for federal programs, as set forth when fiscal 2012 appropriations are finalized, and also to be affected by the mechanisms put into place by the Budget Control Act of 2011. Support from the 2009 federal stimulus act has mostly run its course, and state and local governments continue to deal with tight budget conditions. The current level of uncertainty about the U.S. economy remains quite high, and at best will only ease gradually over the next few quarters, which will restrain private investment. The result is a U.S. economy that grows at a tepid 2% in 2012, as the period of stronger expansion (3% or more) gets pushed back at least another year.

In this environment, it’s forecast that new construction starts for 2012 will be $412 billion, essentially flat with 2011. While the top-line numbers are not expected to show much change, there will be some variation within the major construction sectors during 2012:

• Single family housing will improve 10% in dollars, corresponding to a 7% increase in units to 435,000 (McGraw-Hill Construction Dodge basis). This is still a very low amount, as the excess supply of homes due to foreclosures continues to depress the market. On the plus side are low mortgage rates, and moderate job growth would help ease some of the hesitation felt by potential homebuyers.

While the risk of recession is now higher, there’s still a better than even chance that the U.S. economy will be able to avoid recession through the end of 2012 and during 2013.

1 Executive Summary

3 Economic Environment

8 Forecast Tables

10 Residential Buildings

15 Commercial Buildings

20 Institutional Buildings

25 Manufacturing Buildings

26 Public Works and Electric Utilities

31 Waiting for Recovery

CONTENTS

SEPTEMBER 30, 2013 m enr.com

SPEcial PROMOTiONal MESSaGE FROM ENR aBOUT aN iMPORTaNT iNDUSTRY EVENT

Outsmart. Outwin. Outlook.

Out lookMcGraw Hill Construction

2014 EXECUTIVE CONFERENCEPresentation of the 2014 Dodge Construction Outlook

Washington, DC

October 24–25, 2013

Register u Outlook2014DC.com 800.371.3238

See inside front cover for featured topics and speakers

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MARKETINGPRINT COLLATERAL

ADVERTISING BROCHURE ARCHITECTURAL RECORDADVERTISING WINNERS, 2015

ONLINE�ADVERTISING

SPONSORED�CONTINUING�EDUCATION

USer engagemenT 2015 winnerS

Bradley

CertainTeed�Gypsum,�Inc.

Doug�Mockett

Electrolux

Glen-Gery�Brick

Sunbrella®�Fabrics�

Krieger�Specialty�

Products

Marvin�Windows�

and�Doors

Menck�Windows

Price�

Roxul

Safti�First

Technical�Glass�Products

Think�Glass

Unilock

Most Leads

Fastest Moving

Top Renewal

Top Interactive

RAB�Lighting

Bonded�Logic�Inc.

Whirlpool�Corporation

Knight�Wall�Systems

LaCantina�Doors

Whirlpool�Corporation

reThink�Wood

Sage�Glass

Tile�of�Spain

CertainTeed�Gypsum,�Inc.

Atlantis�Rail�Systems

ThyssenKrupp�Elevator

winners achieved excellence by generating the

highest amount of user interaction, click throughs

and online traffi c.

The User engagement awards are for companies that achieved quantifi able excellence in engaging the architectural community

through Continuing education courses and Online advertising.

The top Continuing education articles and interactive presentation

courses were taken by thousands of test-takers — a quantifi able

measurement of user engagement that is part of the larger 167,000+ tests

that were taken over the past year in the pages of architectural record

and online at Architectural Record’s Online Continuing education Center.

WINNERS

WINNERS

award CriTeria

advertisers seen in Architectural Record in the fi rst 3 issues of 2015, in print (full-page or greater) or online, qualifi ed for the

competition. The jury was comprised of architects representing the breadth of the profession—fi rms of all sizes working on

projects from large-scale commercial to residential and interiors.

10 TipS FOr adVerTiSing eXCellenCe

Successful advertising gets attention, whets architects’ appetites for more information,

and leads them deeper into your sales and marketing programs. Over and over again.

1���������What’s the one message you want architects to hear?

Choose one main message, or drive a few key points —which readers will remember.

2�������� tell the same story, in print and online.

reinforce the strength of your campaign by using consistent messaging and imagery

in your print ads, your online landing page, banners and other online media.

3�������� Get technical.�

Support any campaign claims with technical data that represents key measures

of your service or product line. Tell a story. Use charts, graphs or schematics to lend

impact to a credible technical claim. The text should be succinct, clear, valuable

and honest.

4 Use simple, strong and memorable images.

architects are visual people and respond better to dynamic images. Online, catch the

architect’s eye with video and animation, if it helps to better tell your story.

5 Use white space…or black space.

Strategically use white (open) space to allow important images and words to pop.

Keep the color palette limited, and the layout clean and open—with room for thought.

6 show the product.

architects love to see products “in action,” proving that they work as claimed. Help

architects to see your product in ways that inspire imagination and creativity, using

conventional media or unique vehicles, such as digital billboards.

7 show the riGHt project.

if your product is in a noteworthy project, use it as a testimonial in your ad. Show the

project, identify it, and credit the architect behind the design—even a great project by

an unsung architect can work.

8 online, less is more.

when converting traditional campaigns to online, focus on your main message and

call-to-action in the ad, and save contact information for the landing page.

9 land more leads with your call-to-action.

You got their attention. You educated them about your products. what do you want

them to do next? Call, write, click? make use of action verbs to guide users to respond.

10 think young.

architects think young, regardless of whether they are new to the profession or have

years of experience. You should think young, too, building campaigns that appeal to

the youthful, optimistic minds of today’s architects.

TO�ADVERTISE:�212-904-6791

Architectural Record’s advertising excellence awards recognize the most effective ads in the building and design marketplace,

and the companies and agencies that produce them. For 125 years, architects, designers, and owners have turned fi rst to

Architectural Record to fi nd out what’s next. Architectural Record is the profession’s best source of news and information about

building products and materials and the projects they bring to life.

“getting an architect’s

attention is a special

challenge for

advertisers. marrying

the product’s message

so it is understood with

a compelling image that

captures the attention

of the architect is

no easy task. Our

program recognizes

those advertisers who

have successfully met

that challenge with

advertising that has

both visual appeal and

effective messaging.

Congratulations to all

of our winners who

were selected by a

distinguished panel

comprised of the very

people for whom these

advertisements are

created.”

www.architecturalrecord.com

2015�AWARDS�JURY

Manuel cadrecha, aia,

LEED AP BD+C, Design

Director, Principal,

Perkins & Will

Merrill elam, Faia,

Principal,

Mack Scogin Merrill Elam

Architectsthomas Dalia, aia,

Managing Principal,

Smith Dalia Architects

Kim rousseau, leeD aP

iD+c,

Director of Interior Design,

Cooper Carry

Kevin Gordon, aia

leeD aP,

Principal,

TVS

— laura Viscusi,

Vp & publisher,

Architectural Record

Media

The winning online ads achieved excellence in one of many ways

including visual appeal, effective use of animation, interactivity

and engagement, or having a consistent message online to

correspond with their print advertisement.

best in class

Bobrick

KleinMichaelianPartners

Unilock

Epson�

Winner

Technical�Glass�Products

Brandner Communications

Honorable Mention

Bentley�Systems,�Inc.

CENTRIA

The Pipitone Group

Forms�+�Surfaces

Guardian�Industries�Corp.

Williams Group

LUTRON�ELECTRONICS�CO.,�INC

Online awardS

To�view�the�online�award-winning�advertisements,�

visit:�archrecord.construction.com/adawards

2015

adVerTiSing

eXCellenCe

award winnerS

2015

ADVERTISING

EXCELLENCE

AWARDWINNERS

SNAPAWARDWINNERS

AWARDCRITERIA

Full-pageadvertisersseeninSNAPintheJanuary/February2015issue

qualifiedforthecompetition.Thejurywascomprisedofarchitects

representingthebreadthoftheprofession—firmsofallsizesworkingon

projectsfromlarge-scalecommercialtoresidentialandinteriors.

SNAP is a leading print and digital magazine featuring new building

products and related trends for architects and building designers.

WEB DESIGN

ENR.AOE.COM WEB SITE FOR AWARD OF ExCELLENCE GALA

CONSTRUCTION.COM REDESIGNED TO IMPROVE SEOAND LEAD GENERATION

RESPIRO.ORG WEB SITE FOR A MULTI-LINGUALVIRTUAL LIBRARY

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CLAUDIA SEREACONTACT INFORMATION

120 Irving Place I Rutherford, NJ 07070201.460.4913 I cserea120@comcast.net

PORTFOLIO: www.creativehotlist.com/cserea2 AWARDS: gdusa.com/contests/aida14/winners/winner.php?i=4903AWARDS: app.viewbook.com/#/albums/753477

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