Tag Archives: deutsch

Glendale Community College Technology 1 Building

Constructing a Competitive Edge

Whether it’s building a research facility from the ground-up or renovating a historic stadium, institutions of higher education must always be — or appear to be — on a competitive edge.
ASU’s decision to enter a $162M renovation of Sun Devil Stadium in Tempe, Ariz., comes in the wake of other Pac-12 schools’ stadium upgrades and ground-up facilities. And the DPR Construction team awarded the 10-story, 245KSF Biosciences Partnership Building project has planned and priced at least five different scenarios simultaneously so that if one or more is accepted or eliminated, there isn’t much time lost in the design process.

“The universities are under a great deal of competitive stress, if you will,” says DPR’s Senior Construction Manager Peter Berg. “They’re competing with all the other universities to be the best, and they’re having to do it with less resources and less funding around the state.”

He adds that “the pace of change has accelerated to the point that it’s hard for them to see that future and plan far enough in advance so that the buildings they’re creating when it’s completed it’s still relevant.”

Planning meetings can radically change the direction a project is headed, but one thing never changes, says Berg, and that’s the start and end dates for a development.

“With increasing choices for learning environments and teaching styles, both on campus and on-line, education facilities need to project their investment in recruiting the top students through every facet,” says David Calcaterra, principal at Deutsch Architecture Group.

This is achieved, he says, by incorporating advanced technologies in the classroom as well as flexibility in the learning spaces for collaboration or focus-based learning.

“Now to be competitive, schools must also incorporate inspirational environments that foster creative thinking,” says Calcaterra. “Gone are the days of windowless classrooms with rows of desks.”

Deutsch was the architect on Adolfson & Peterson Construction’s renovation of the Glendale Community College Technology 1 Building, which was built in 1968.

“The aging facility was badly in need of a complete modernization and a significant upgrade to its infrastructure and technological capabilities,” says Michael Schroeder, director of marketing for A&P.

To make the facility an inspiring space that accommodates all methods of learning, Deutsch focused on natural light, good ventilation and sound quality. This supports good student learning, Calcaterra says, and faculty and staff retention.

Go Daddy

GoDaddy Taps Deutsch For New Era Of ‘GoDaddy-esque’ Advertising

GoDaddy commercials: love them, or not … the edgy, slightly inappropriate TV commercials have helped make the Web hosting provider and domain name registrar a world leader on the Internet and a household name with mainstream audiences. Now, GoDaddy is announcing plans to evolve the iconic brand with a new marketing effort set to debut during the Olympics NBC broadcast. The campaign is titled “Inside / Out” and was created by the New York office of Deutsch Inc.

Considering GoDaddy’s well-documented marketing success over the years, signing an outside agency is somewhat of a risk. While critics historically panned the TV ads, GoDaddy leveraged the buzz, using “Push to Web” advertising to attract website visitors and convert them into customers.

GoDaddy’s Super Bowl campaigns have been produced in-house for the last seven consecutive years and are credited with helping grow new domain name market share to more than 50 percent worldwide.

“We are teaming up with Deutsch because we think the team there ‘gets us’ and can help take GoDaddy to the next level,” said GoDaddy Chief Marketing Officer Barb Rechterman. “They understand our story and we think working with Deutsch is going to be an important step in GoDaddy’s brand evolution.”

The plan is for the new ads to be true to GoDaddy’s sense of fun, but engage viewers more deeply around what exactly GoDaddy does to help millions of people and businesses grow their presence online.

“We see this as a tremendous opportunity to take GoDaddy, one of the most recognizable Super Bowl advertiser brands, or Internet brands for that matter, and make it relevant for what it does,” said Val DiFebo, Deutsch NY CEO. “GoDaddy has a phenomenal growth story and delivers a brand of service unlike any of its competitors. Our challenge is to tell that story in a way that is still fun and edgy, but showcases more of GoDaddy’s specific offerings.”

Deutsch Inc. Chairman Donny Deutsch has watched the GoDaddy advertising story unfold over the years, having reported about it on CNBC’s “The Big Idea” and critiqued many of GoDaddy’s Super Bowl commercials. “Deutsch is the right agency for GoDaddy at this point in their growth. Look for GoDaddy to be on their typical big stage, with a smart business-focused step change,” noted Deutsch.

GoDaddy’s CMO has been leading the company’s day-to-day marketing strategies and operations since before GoDaddy was registering domain names. “Now is the time for a new era of GoDaddy advertising,” Rechterman said. “One of our strengths has always been a willingness to take risks, especially with our marketing. The new Olympics campaign pays homage to the past success, but spotlights GoDaddy’s technical strength and entrepreneurial spirit.”

GoDaddy serves more than 10.3 million customers worldwide and ranks as the world leader for Web hosting, domain name registrations and new SSL Certificates.

“People know who we are, our Super Bowl marketing has helped make GoDaddy a household name,” said GoDaddy CEO Warren Adelman, who has been with the company for nearly ten years and took over leadership in December. “Our customers think of us as their business partner because of our products, infrastructure and service. What we want to do now is market in ways that tell people more about what we do to help businesses grow online.”

For more information on GoDaddy and Deutsch, visit GoDaddy’s website at godaddy.com and visit Deutsch’s website deutschinc.com.