Case Study:
More Leads, More Awards

Challenge:

An architecture firm with multiple disciplines had grown in size to satisfy immediate projects, but it didn’t have a sales funnel or a marketing strategy to sustain its increased size and provide for future growth. The firm couldn’t clearly articulate its services or value, so it was consistently overlooked for awards and lost projects to competitor firms—often because prospective clients didn’t know the firm existed.

 

  • No marketing strategy or goals
  • No clear sales goals
  • No consistent look-and-feel to marketing and sales materials
  • No clear way for firm to convey how it was different from other firms
  • No internal processes for executing on marketing

Goals:

The firm needed an effective, strategic marketing plan that would get internal buy-in from the leaders of each discipline. They also needed a streamlined way to track all marketing initiatives and ensure they were consistent. Lastly, to keep projects coming in and provide for future growth, the firm needed an uncomplicated lead generation program.

Approach:

We met with firm leadership and staff to clarify the firm’s immediate and long-term sales goals and created a multi-pronged strategy to address each discipline without undercutting the other disciplines. We articulated specific value propositions and points of differentiation from competing firms, and we developed digital assets, including a new mobile responsive website, to support sales efforts. We created social media profiles on relevant channels and trained internal staff, including architectural designers, on how to create appropriate posts for and manage each channel. We also created content for the firm’s blog and LinkedIn channels, including posts “authored” by firm leadership. Finally, we implemented a lead generation and tracking program that allowed the firm to see what was in their sales pipeline and where extra sales efforts needed to be made.

Results:

Within 18 months, the firm had over 10 new multi-million dollar commissions from new markets, four prestigious project awards, and over 50 earned media placements.

Services Provided:

  • Marketing and Sales Strategy
  • Sales Funnel Development
  • Lead Generation
  • Content Creation
  • Analytics & Reporting
  • SEO
  • Website Design & Development
  • Social Media Management

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