How a mid-sized architecture firm used digital marketing to break the boom and bust cycle

A 60-person architecture firm experienced rapid growth over 18 months, almost doubling in size and undergoing a name change.

Their marketing still operated as if the firm was half the size.

The company’s website didn’t tell prospective clients about the firm’s approach to work, how it was different from other firms, or even the types of architecture the firm practiced.

The website wasn’t optimized for search engines, so people looking to hire an architecture firm were not seeing the firm’s website in search results. Worse, when the firm’s name changed, it wasn’t communicated well to current and prospective clients. Many of those clients assumed the firm no longer existed because there was no connection between the old name and the new name online.

The firm’s outreach was almost exclusively print ads, so what little data the firm had about the number of people reached could not be confirmed or tracked.

The firm had no social media presence and outdated information across the internet about its office locations.

They also had no sales pipeline or marketing strategy to support the additional sales necessary to support the larger firm size.

Without a clear marketing strategy and templates for supporting materials, decisions were left to individual architects on a per-project basis. This made it difficult to build up an external understanding of the new brand or the service offerings — and frequently led to disputes within the firm about the “right” way to market.

The firm was losing ground to competitor firms, who, while smaller, were able to educate prospective clients about their services and the return they would deliver for the clients’ investment.

Within 18 months of beginning our work, the firm had over ten new multi-million dollar commissions from new markets, four prestigious project awards, and over 50 earned media placements.

Within 18 months

10

New $MM commissions in new markets

4

Project awards

+50

Earned media placements