Fundamentals of Marketing Bundle | INTERN

This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients.

Fundamentals of Marketing Bundle

...for Architects Series 

Topics: Marketing / Practice 

Length: 6 Hours | What's included: Videos, Readings, Course Workbook, Activities, Certificates of Completion

This course is available to stream! 

Participants SHOULD take Module 1: Introduction to Marketing before this course.

In Marketing for Architects, you’ll learn the fundamentals of marketing, business development and networking, and how to apply them directly to your professional service firm. Learn how to create a marketing plan focused on your ideal client and designed to deliver on your business goals. Learn how to communicate your brand’s message and unique value to clients, referrers, and your team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.  

• Tailored course workbook that participants can complete as they take the course
• FREE* first lesson unit 
• Flexible learning - pick and choose the modules that are right for you and learn at your own pace
• Content is tailored to architects - find everything you need in one spot
• Feel confident in your marketing plan and practice goals

*Free for RAIC Members

Modules Included in the Fundamentals of Marketing Bundle

Module 2: Develop a Marketing Plan that Generates the Clients you Want

Summary: In this module, you will learn to create a marketing plan focused on your ideal client. This includes an overview of the core components of a marketing plan, as well as Key Performance Indicators (KPIs) and the resulting action plan.

At the end of this module you will be able to:

1. Identify practice development objectives, in order to focus marketing efforts on the firm’s goals,
2. Identify and prioritize the firm’s ideal target audience, 
3. Formulate marketing strategies to meet practice development objectives,
4. Evaluate marketing options based on the firm’s situation,
5. Build an action plan to guide the implementation of the marketing program,
6. Define what Key Performance Indicators are and how to use them,
7. Identify appropriate metrics to measure success.
    

Module 3: Stand out with Value-Based Marketing

Deliver client-focused messaging on the firm website, on proposals, and across marketing collateral. The topics include points of difference, selling benefits vs services, and accessible language.

At the end of this lesson unit, you will be able to:

1. Differentiate between client-focused and firm focused marketing 
2. Differentiate between client-focused and firm focused language 
3. Analyze the audience’s needs, motivations and sense of value
4. Define a firm’s value based on the client’s terms 
5. Evaluate the effectiveness of value-based marketing examples
6. Identify opportunities to apply value-based marketing and accessible language
    

Module 4: Create a Pipeline of Prospective Clients 

From website to Search Engine Marketing to social media and newsletters, learn how to nurture leads with quality content and a lead management system.

At the end of this module, you should be able to:

1. Identify the tools available to build a pipeline of prospective clients
2. Assess what’s involved in building a business development system
3. Select the most suitable business development tools 
4. Oversee the development of a system to create and nurture leads 
5. Predict how messaging should evolve in a turnkey lead generation system
    

Subject Matter Expert