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Evaluating How Effectively You Market

Evaluating How Effectively You Market

An objective look at your marketing processes reveals what is going well and what can be done better. To get that, a look at current best practices and what comparable firms are doing is critical.


Challenge

A 100-person design firm with a single office wanted an assessment of their marketing program—the personnel, processes, and the acquisition of business.

Our client didn’t feel they were winning the work they should be winning. They had had a marketing structure in place for a long time without much change, and wanted to see if something was missing. The firm grew from a somewhat small regional firm to a large firm with a national practice, a level of growth that brought new marketing challenges.

Insight

Interviewing everyone involved in marketing yielded detailed insights into what was working and what needed improvement.

We spoke with all of the principals, market sector leaders, and others who helped with marketing, looking at different metrics such as spending and their win-loss rate.

In the process of talking to the various players, we learned they were doing a lot right in terms of positioning themselves as experts—they had built a successful practice on a national scale in focused areas—but they were struggling with business development. There wasn’t a strong business development culture at the firm, and no process in place to create that kind of culture.

We looked at possible models for structuring their marketing and business development activities, as well as how social media and PR could be integrated, and we presented our recommendations to the principals.

Action

Even in the early stages of implementation, the changes in their outreach activities are energizing the firm.

Our observation was that they needed someone who could oversee their marketing activities and also be capable of implementing a strong business development program. The firm has now hired a high-level business development leader, and has recalibrated the marketing group and brought in outside expertise in PR and communications.

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Our Clients

We think our clients represent the best of the design and construction community and are honored to serve as their advisors and partners.

  • AC Martin
  • Aedas
  • AIA - Minnesota
  • AIA - LFRT
  • Anderson Brulé Architects
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  • Ankrom Moisan Architects
  • Architecture Resources Group
  • ArchitectureWorks
  • Aspect Consulting
  • ARTIK Art & Architecture
  • BAR Architects
  • BNBT Builders
  • Bohlin Cywinski Jackson
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  • Capital Engineering Consultants
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  • Christner Inc.
  • CMG Landscape Architects
  • CO Architects
  • CTA Archtects Engineers
  • Degenkolb Engineers
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  • DesignMap
  • DLR Group
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  • Dynamik Space
  • E-Cube
  • EHDD Architects
  • ESA
  • Eskew+Dumez+Ripple
  • Feldman Architecture
  • FME Architects
  • Frederick Fisher and Partners
  • FXFOWLE
  • Ghirardelli Associates
  • Gould Evans
  • Hacker
  • Hellmuth, Obata & Kassabaum
  • Hennebery Eddy
  • HGA Architects
  • HKS
  • HNTB Corporation
  • Holmes Group
  • Holmes Structures
  • Interface Engineering
  • Jett Landscape Architecture
  • Kate Keating Associates
  • KPFF
  • Kuth Ranieri Architects
  • Lake|Flato Architects
  • Leddy Maytum Stacy
  • LMN Architects
  • Mahlum Architects
  • Manning Architects
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  • Miller Hull Partnership
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  • M Moser Associates
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  • O'Brien & Company
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  • PAE Consulting Engineers
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  • Page & Turnbull
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  • Petra ICS
  • Plant Construction
  • Polytech Associates
  • Populous
  • Ratcliff
  • RDG Planning & Design
  • RHAA
  • Ridley Company
  • RSP Architecture
  • Rutherford & Chekene
  • Schacht Aslani
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  • SERA Architects
  • Shepherd Resources Inc/AIA
  • Shepley Bulfinch
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