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AIA Contract Documents Business Update for FSD’s June 10, 2010

AIA Contract Documents Business Update for FSD’s June 10, 2010. Today’s Agenda. Questions and Concerns New & Updated Contract Docs Sales and Marketing Update Other Q&A. Group Discussion Molly Lindblom Kyle McAdams. Questions and Concerns. Component Revenue Share is roughly $275K.

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AIA Contract Documents Business Update for FSD’s June 10, 2010

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  1. AIA Contract Documents Business Update for FSD’s June 10, 2010

  2. Today’s Agenda Questions and Concerns New & Updated Contract Docs Sales and Marketing Update Other Q&A Group Discussion Molly Lindblom Kyle McAdams

  3. Questions and Concerns

  4. Component Revenue Share is roughly $275K This funds: • Research/analysis to better understand customer and opportunities:   • Tracking renewal rates – $30K • Small firm study (content/product) and content needs study – $50K • Improve program effectiveness: • Return on Investment analysis – $30K • Search engine optimization – $65K • Extend Marketing reach to contractors: • Tradeshows and ads in ENR, Construction Magazine - $30K   • Direct mail lists - $15K • Beef up tradeshow presence (giveaways, CDs) - $50K

  5. AIA Contract Documents Spring 2010 Release Molly Lindblom Managing Director AIA Contract Documents

  6. Spring 2010 Release • A310–2010, Bid Bond • A312–2010, Performance Bond and Payment Bond • B106–2010, Owner/Architect Agreementfor Pro Bono Services • C198–2010, SPE/Consultant Agreement • C199–2010, SPE/Contractor Agreement

  7. A310 Bid Bond: Major Revisions from A310–1970 • Updated language • Allows owner and contractor to extend period of acceptance of contractor’s bid up to 60 days without obtaining the surety’s consent. • Adds language allowing subcontractors to use A310-2010 when a bid bond is required by the contractor

  8. A312 –2010 Performance Bond: Major Revisions from A312–1984 • Updated language. • Adds language clarifying that owner’s failure to comply with notice requirements does not release surety from its obligations under the bond unless surety demonstrates actual prejudice. • Shortens notice period for surety default under the bond from 15 days to 7 days. • Limit of surety’s obligation to amount of bond does not apply if surety elects to complete the contract itself.

  9. A312–2010 Payment Bond:Major Revisions from A312–1984 • Updated language. • Period of time in which surety must answer a Claimant’s Claim has been increased from 45 days to 60 days • Failure of surety to answer or make payment in the time period specified is not a waiver of surety’s and contractor’s defenses to the Claim, but may entitle the Claimant to attorneys’ fees.

  10. B106–2010, O/A Agreement for Pro Bono Services • New agreement for building design, construction contract administration, or other professional services provided pro bono by the architect. • Pro bono services are professional services for which the architect receives no financial compensation other than compensation for reimbursable expenses.

  11. B106–2010, O/A Agreement for Pro Bono Services • Uses table format for the parties to designate the scope of architect’s pro bono services and maximum number of hours to be provided. • To be used in conjunction with AIA Document A201–2007 if the architect is providing construction phase services. • Available only in ACD software and free of charge on AIA Documents-on-Demand™ Website.

  12. C198–2010 and C199–2010 • C198–2010, Standard Form of Agreement Between Single Purpose Entity and Consultant for Integrated Project Delivery • C199–2010, Standard Form of Agreement Between Single Purpose Entity and Contractor for Integrated Project Delivery • Coordinated for use with C195–2008, Standard Form Single Purpose Entity Agreement for Integrated Project Delivery

  13. C198–2010 and C199–2010 Owner C196 Owner/Architect/CM/ Other Members Construction Manager Architect C197 C197 C195 C198 C199 Consultant(s) Trade Contractor(s) Documents

  14. Contact/Resource Information Documents content questions: E-mail docinfo@aia.org Tel. (202) 626-7526 Documents content reference material: www.aia.org/contractdocs/reference

  15. www.aia.org/contractdocs/reference

  16. Document Synopses Amendments and Supplementary Conditions Articles Commentaries and Comparisons FAQs and Other Reference Material IPD Guide Knowledge Base Numbering System Pro Bono Guidelines Podcasts Retired Documents AIA Contract Documents Reference Materialwww.aia.org/contractdocs/reference

  17. AIA Contract DocumentsMarketing, Sales and Education Update Kyle McAdams, AIA Director, Marketing, Sales and Education AIA Contract Documents 17

  18. ACD sales are below target, we are closing the gap 2010 ACD Sales thru May: • YTD sales -3.6% below target • Closed gap from Feb peak of -14% below target • March, April, and May sales met or exceeded monthly targets 18 18 18 18

  19. Docs on Demand continues as bright spot for sales: 2010 DOD Sales thru May: • YTD sales $73.7K above target (+213%) • Possible downgrades from software non-renewals 19

  20. Non-Renewals are driving the decrease • Decreasing renewal rates are where we are losing sales • Impact concentrated in Non-Member Single Seats and Docs300 • However, it appears renewals are just being delayed • Pre-expiration renewal rates are down -18% • Re-purchases 1-3 months after expiration are up +56% • Since Jan-Feb are biggest sales months: • Delayed renewals show up as big shortfalls early in the year • Hopefully made up as delayed renewals later in year 20

  21. Lack of work is driving non-renewals Key Reasons: • Delaying renewal until we have new/more work • Not enough work to support purchase of a license • Lack DU carry-over in Limited License (buy units that are not used)

  22. We have aggressive programs to recapture sales: • Pricing: Raised prices 2.5% on Multi-Seat Licenses (no change Singles) • Products & Promotion: New license versions to address market needs: • 24-mo Docs 300: “rollover” gives more time to use DU’s (+ save $20) • 6-mo Single Unlimited: 1/2 up-front cost, shorten timeframe (+ save $70) • Generated 3.0% conversion, $39.3K in sales with 1,009.9% ROI • Place: we are leveraging new sales channels to reach customers: • Tech Support: Outbound renewal calls to Unlimited customer • Sales: Outbound calls to Unlimited customer non-renewers

  23. Q2 product launches will help drive interest AIA Contract Documents Software Release 4.3 AIA Documents on Demand™ New Improved Service • Added 6 more docs in April • Now 22 most popular docs • Release June 10, 2010 • New documents: • New IPD SPE Agreements • New Bond Forms • New Pro-Bono Agreement

  24. Ads continue to focus on “Protection” message Protection? Huh?

  25. We will integrate “Protection” message at Convention

  26. Component Sales & Marketing Tools

  27. 4.3 Marketing - Help us take “Protection” media online 4.3 Banner Ads 4.3 Social Media campaign – Please Take Part!!! Protect your project with the latest version of the AIA Contract Documents, released today. New IPD Multi-Party and federally funded project agreements. Learn more at http://bit.ly/12TTC2.

  28. Component Tools for Marketing and Selling Collateral Segmented Sales Sheets Video Demos LG Architect LG Contractor SM Architect SM Contractor Print Ads Banner Ads Contract Diagrams FAQ’s for Docs FAQ’s for Program Talking Points

  29. Component Tools for Docs on Demand Logos, Talking Points and FAQ’s Docs on Demand Postcards Web Banners

  30. Component Resources in ToolkitFind it Now… AIA Component Homepage (scroll) aia.org Homepage Scroll down Component page to “Managing a Component” 2 3 Click link to “Toolkit” Component Toolkit 4 Scroll to select ACD marketing tools available 1 Click on “For Components” link

  31. Education Will Play A Key Role in Q2-Q4

  32. ACD EDUCATION

  33. ACD EDUCATION

  34. Any Questions?

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