AIA New Jersey Makes Social Media Magic with #FlatArchitect at Grassroots 2020

March 4, 2020

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AIA New Jersey Makes Social Media Magic with #FlatArchitect at Grassroots 2020

AIA New Jersey Public Awareness Committee Co-Chair and Online Influencer, William Martin, AIA, partnered up with AIA New Jersey CRAN Co-Chair and Grassroots attendee, Brian Penschow, AIA, and AIA Jersey Shore President to create a social media frenzy around AIA National’s Grassroots convention in February 2020. Bill was not scheduled at attend Grassroots, but sent his #FlatArchitect version down to NOLA as Brian and Marissa’s travel companion.  

Brian and Marissa, along with New Jersey and National colleagues, posed with #FlatArchiteect during all phases of travel, business, touring and merriment, and then AIA NJ blasted #FlatArchitect across social media, drawing the attention of AIA constituents and chapters for across the nation and around the globe! This is an excellent example of how to take a simple, inexpensive idea and turn it into a brand explosion! 

On this heels of this success story, the AIA NJ Public Awareness Committee is coming to a town near you to share their expertise on Social Media for Architects.   

The AIA Continuing Education event will feature a panel presentation and discussion focusing on the benefits and potential dangers of social media for architects, including blogging and vlogging.  Unsure how to get started, or what strategies may be most effective for your firm or profile?  Join us and learn more. This program is appropriate for those with limited to moderate social media experience, but our expert panel can also support and encourage advanced users on trends and tips to take your online profile to the next level.

All courses are scheduled for Q1 and 2, 2020. Look for registration info from your local AIA Section! 


Featured Presenters:

Drew Paul Bell, RA

Drew is a registered architect, and runs a YouTube channel where he talks about architecture and gives advice to students on how to succeed in school.

Mr. Bell received a BArch degree at Southern Polytechnic State University, just outside Atlanta. He has been working with Robert M. Cain, Architect in Atlanta, GA since 2014. He became a registered architect in 2018 and has gotten to work on several award winning projects.

Drew focuses on helping students through videos and blog posts. He believes that to be successful at architecture school, you have to be good at architecture and good at school. His videos and posts are about both the knowledge of architecture and the soft skills needed to maneuver school, manage a balanced life, and transition into the profession.


Stacey Ruhle Kliesch, AIA, CID, LEED AP

Stacey is a sole practitioner at her firm, Stacey Ruhle Kliesch, Architect, LLC, registered to practice in New York and New Jersey. She is a past president of AIA New Jersey and The Architects League of Northern New Jersey. She has chaired Membership, Programs, Women In Architecture, Equity in Architecture, IDP, K-12 Education and Associates Committees for AIA. Stacey is responsible for most of the blog and social media posts for AIA New Jersey and has played a significant role in the growth of AIA NJ’s social media presence over the last 3 years.


William J. Martin, R.A., AIA, P.P., LEED AP-H

William attended Carnegie Mellon University (’81-’84) and Pratt Institute (B-Arch Pratt 1988).  Considered a social media influencer by AIA National, William J. Martin, AIA, is co-chairman of the AIA NJ Public Awareness Committee and a social media advocate for architects. Bill has been in private practice since 1991 and has over 30 years of experience designing buildings of all types. For the past 2 decades, Bill has operated WJM Architect, a sole-proprietor firm in Bergen County NJ.

Twitter and Instagram: @wjmarchitect



Brian W. Penschow, AIA, NCARB, CSI

Mr. Penschow is the immediate past president of AIA Jersey Shore and the current co-chair of AIA NJ CRAN/SFx committee.  He is currently working with Construction Specifications Inc. writing specifications for many architecture firms in NYC while continuing to grow his startup design firm on the Jersey shore.  Brian is passionate about helping the next generation of architects and serves as NCARB’s profession al licensing advisor in New Jersey and nationally serves on the International Code Council’s residential exam development committee. 


Learning Objectives

(1) Participants can learn what types of content is appropriate and effective for sharing on social media sites, what sites are available to them, and what content works best on a variety of sites.

(2) Participants can learn when and how to share content to specific sites including scheduling, maintenance, automation, and cross-posting.

(3) Participants can learn how to build a social media following based around their unique content through liking, sharing, commenting, and follow-backs.

(4) Participants can learn the DANGERS associated with creating and curating content for social media including pitfalls, dealing with trolls, and online reputation management.


2020 Presentation Schedule

March 14              10AM – 1PM                      AIA West Jersey @ Wu & Assoc. 100 Gaither Drive, Suite C, Mt. Laurel

March 18              5-9PM                                  AIA Jersey Shore: @ Porta Asbury Park, 911 Kingsley St.

April 1                                                                AIA South Jersey @ Annata Wine Bar in Hammonton, NJ

May 21                 6-9PM                                 AIA Architects League of Northern NJ @ Ridgewood Public Library

May 28                                                              AIA Newark and Suburban

June 9                                                                AIA Central Jersey

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