On the verge of starting the 2011 Year in Infrastructure project for Bentley, my client has reminded me of the tremendous impact prior-year editions have had on their global marketing initiatives.
The publication, which we fondly refer to as the "project yearbook," showcases the extraordinary work of engineers and architects who use Bentley software to design sustainable infrastructure.
For the 2009 Edition, I wrote the more than 250 project descriptions and recapped all 50+ award-winners and finalists for the Be Inspired! awards program. For the 2010 Edition, I managed a team of three writers to deliver more than 350 project summaries in less than 6 weeks--then went on to write the awards profiles.
Bentley has since repurposed the content of the Year in Infrastructure into market-specific special editions, such the Water Project Showcase, which include both project summaries and in-depth case studies about projects in each market. The case studies are also repurposed content that I wrote for Bentley's Be Current magazine.
As one Bentley executive said, "This is packaged collateral that sells."
The timely reminder will serve as incentive to plow through hundreds of Be Inspired! award submissions, distilling pages of detail about each project into 125-word profiles. Wish me luck!
Comments