Function: Launches Model-To-Market

New Service Offering Designed to Provide Building Product Manufacturers With a Complete BIM Strategy

Atlanta (Vocus) October 23, 2009

Function:, an integrated marketing agency that specializes in connecting building product manufacturers (BPMs) to architects, contractors and facility managers, announced today its Model-to-Market service offering. Designed to provide BPMs with a complete approach to BIM, Model-to-Market packages the technology, strategy and marketing opportunities around BIM, not only simplifying the process, but also helping get products specified.

Building Information Modeling (BIM) is a fast moving initiative in the commercial industry and an innovative approach to integrating the design, construction and management of a project. The architecture, engineering and construction (AEC) community is rapidly adopting the technology. However, as the use of BIM continues to increase among architects, engineers and contractors, it is quickly becoming essential that BPM's recognize how this technology can be used to not only benefit them, but their target audiences as well. Model-to-Market is a truly customized program. By combining industry knowledge and strategic capabilities with modeling technology and data capacity, Model-to-Market will present each BPM with a plan designed to meet their needs.

Components of Model-to-Market include:

•     Discovery - Experts believe BIM will eventually replace CAD; so embracing it at an early stage will benefit the company, its sales efforts and end-users. Model-to-Market will examine a BPMs specific requirements based on product category, user needs and habits, as well as the company's complete product offering and attributes.
•     Development - After identifying a company's needs, Model-to-Market will work with the BPM to develop actual BIM models, or adjust current models if they have already been developed. This is the channel in which the user will specify products.
•     Strategy ¬- During this phase, Model-to-Market will outline a strategy that includes the distribution of models, the marketing tactics best used to communicate to the AEC community that the models exist and effectively training sales.
•     Promotion - Model-to-Market will fully promote a company's BIM offering to external target audiences. This can be through various channels including marketing, advertising and public relations.

"Whether implementing BIM for a design project, creating product models to ease specification or effectively marketing the models to your target audiences, we have found that there is still much uncertainty across the industry as to how to best apply BIM," said Dana Castle, principal and director of strategy for Function:. "We believe that Model-to-Market will help clear this uncertainty and provide BPMs with the opportunity to truly compete in a crowded market."

For more information, visit http://www.functionatl.com or call 404-524-3075.

About Function:
Function: is an integrated marketing agency, converging strategy, design, research and communications for building product manufacturers trying to reach architects, contractors, facility managers, distributors are more. Based in Atlanta, Function: provides clients throughout North America with a complete range of solutions, including advertising, marketing, design development and public relations to energize sales cycles. An innovative approach enables Function: to work efficiently and tactically, engaging key influencers, prospects and internal conduits through a range of vehicles and touch points. For more information, please visit http://www.functionatl.com.

Media Contact:
Joslyn Fagan
Director of Public Relations
404-524-3075 ext. 20

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