There are times when the next marketing activity for an architecture firm seems obvious: build a new portfolio for the website or update the proposal template… But often it’s not so clear what the next step should be or if the last step was even effective. Here are some of the issues we hear about most frequently from our architect clients:
- “Like most architecture firms, everyone is running ragged on their projects. Who has time for marketing? But it increasingly seems like we need to do more.”
- “The building sector is like a rollercoaster. It has its ups and downs. If we can figure out how to even out cash flow, we can plan ahead and improve a lot of the firm’s infrastructure.”
- “Occasionally, we see firms that have done a good job with their marketing and we wonder if it’s something we should further explore to invest in our future.”
- “It would be great to have a system that enables us to simply focus on the type of work we love to do.”
- “Because we don’t work on the highest profile buildings, our contributions seem to stay under the radar. If we could somehow articulate it differently, it would generate more attention and interest from the market.”
“…Through our collaboration with Sandra, DSEL has become more business oriented while still retaining our core values and strengthening our employee and client relationships…” DSEL, David Schaeffer, P.Eng.
The value of a marketing plan to an architecture firm:
If your firm is experiencing any of these scenarios, it may be time for some planning.
Aside from the obvious benefits – a strategic approach to pursue your practice development goals and a solid business case to justify your budget – a marketing plan can also have other positive, unintended consequences critical to an architecture firm’s success. It can be the first and most decisive step towards developing a meaningful mission and vision for the firm. As well, a marketing plan that accounts for the individual interests and talents of participants can tap into the motivation that’s critical for implementation.
Despite the value of a marketing plan, it’s equally important to stay nimble and responsive, to reassess and adjust on a regular basis. The right balance between formal planning and entrepreneurial spirit is key to minimizing risk and maximizing opportunity.
Marketing for architecture firms:
To discuss how we can develop a coaching program to build and enhance your architecture, engineering or design firm, contact us for an initial consultation, in the Greater Toronto Area (GTA) or via web conference anywhere in Canada.
