3. TypicalThinking
“Sales”&“Marketing”is used interchangeably
No Formal Training
Late adopters LACK OF ANALYTICS
Internally focused
Low accountability
Marketers do proposals
Lowexpectationsofsuccess
A “gamble” – learn by trial and error
PURE OVERHEAD Conservative ideas
4. The Way Other IndustriesThink
Lead Generation
Outbound
Conversion Rates
Data Analytics
C-Suite ROICreative
Integrated
Inbound
STRATEGIC
Problem Solvers
7. • Viewed themselves as “professionals”
• Adopted ethical standards of doctors
and lawyers
• Unethical to market – the work should
speak for itself
• The “Work” came before the “Brand”
Ethics and Purpose
8. • Ethics investigation leads to AIA signing
consent decrees and agreed to allow
members to market.
• However, many professionals remained
reluctant to market themselves.
Mid - 1960’s–1972:
US Justice Department Steps In…
9. The acceptance of marketing practices
progress with every recession.
+ Technology
= New Age for A/E/C Marketing
Marketing Drivers
Late 70’s, 80’s and Early 90’s, 2000’s and 2008-Present
11. Focus is on the Customer, not your firm.
Help the customer rather than sell the customer.
Higher accountability for ROI.
Thinking like consumers, not professionals.
Technical preeminence is hard to prove.
Marketing Shifts
13. The New A/E/C Marketer
• Proactive
• Strategic
• Engaged
• Accountable
• Social Media
• Researcher
• Leader
14. EvaluateYour Situation
A/E/C MARKETING AUDIT
SYSTEMS & TOOLS
Have
Now
Don’t
Have
Not Yet,
But Plan
To
Not
Required
– N/A
Formal written marketing plan
Formal marketing budget
Brand standards manual (addressing design)
Brand guidelines book (for staff)
CRM system
Formal Content Strategy
Formal Editorial Calendar
Event Calendar / Activation Strategy
Formal Social media strategy
Formal SEO strategy
Social Media Management Tool (HootSuite,
Social Sprout, etc.)
E-Marketing Distribution tool (constant contact,
vertical response, mail chimp, etc.)
Adobe Creative Suite
Analytic Tools for Website
A/E/C MARKETING AUDIT
MARKETING CHANNELS DEPLOYED
Using
Now
Don’t
Use
Not Yet,
But Plan
To
Not
Required –
N/A
Direct mail
Email marketing
Print Advertising
Sponsorships
Tradeshow / Conferences
Social Media - Organic
Social Media - Paid
Facebook
Twitter
YouTube
LinkedIn
Slide Share
Blog
A/E/C MARKETING AUDIT
RFQ / RFP / PRESENTATIONS PROCESSES
YES NO
Not Yet,
But Plan To
Kick-Off Form
Proposal & Presentation Themes
Master Templates
Information Management System (store
and organizes boiler copy, references,
resumes, project info and photography)
QA/QC process
Interview Coaching
Other?
Notes / Observation:
A/E/C MARKETING AUDIT
SOCIAL MEDIA
Platform Using Now
Don’t
Use
Not Yet,
But Plan
To
# of
Followers Fre
LinkedIn Company Page
Facebook Company Page
Twitter
You Tube
Other
Notes / Observation:
15. Finding the New A/E/C Marketer
• Look Inside: Convert Existing
• Look Outside: Recruit
• Outsource
16. Resource Allocation
In House Out of House
Cost Savings Expertise
Institutional Knowledge Schedule
Schedule Resources Available
Resources Available On Hand Unbiased Perspective
Cost of Acquisition
