Marketing for Architects Lesson Units 1-4 are now available to stream!
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.
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. This course has been designed with industry-leading professionals in marketing and business development and is tailored for the AEC industry.
BONUS: Lesson Unit 1: Introduction to Marketing is FREE for RAIC Members. Get started building the practice you want today!
Why take this course:
- Focused on marketing and business development for architects.
- Relevant information and resources all in one course.
- Flexible learning – participate in lessons that are applicable to your goals.
- A tailored course workbook gives you a marketing plan you can implement immediately.
- A tailored course workbook that participants can complete as they take the course,
- *FREE first lesson unit to get your started with setting your goals,
- Flexible learning – take the lesson units at your own pace,
- Content is tailored to architects and you can find everything you need in one spot —don’t go searching for information on how to market, we've done all the hard work for you,
- Feel confident in your marketing plan and practice goals – this course gives you the tools to set your goals, make decisions and implement them.
*Free for RAIC Members
Lesson Unit 1: Introduction to Marketing - Available to Stream!- Free for RAIC Members
Summary: In this lesson unit, you will learn about the fundamental concepts of marketing and business development for architecture firms. This lesson unit will discuss the importance of practice development goals for an architecture firm and how to achieve them.
At the end of this Lesson Unit, you will be able to:
- Identify what's involved in successful practice development,
- Describe the difference between marketing services and marketing products,
- Define a practice development goal.
Lesson Units Included in the Fundamentals of Marketing Bundle
Lesson Unit 2: Develop a Marketing Plan that Generates the Clients you Want - Available to Stream!
Summary: In this lesson, 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 Lesson Unit you will be able to:
- Identify practice development objectives, in order to focus marketing efforts on the firm’s goals,
- Identify and prioritize the firm’s ideal target audience,
- Formulate marketing strategies to meet practice development objectives,
- Evaluate marketing options based on the firm’s situation,
- Build an action plan to guide the implementation of the marketing program,
- Define what Key Performance Indicators are and how to use them,
- Identify appropriate metrics to measure success.
Lesson Unit 3: Stand out with Value-Based Marketing -Available to Stream!
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:
- Differentiate between client-focused and firm focused marketing
- Differentiate between client-focused and firm focused language
- Analyze the audience’s needs, motivations and sense of value
- Define a firm’s value based on the client’s terms
- Evaluate the effectiveness of value-based marketing examples
- Identify opportunities to apply value-based marketing and accessible language
Required Resource: Beckwith, Harry. Selling the Invisible: A Field Guide to Modern Marketing. New York, Business Plus. 2012.
Book Outlet: Paperback
*Required for Lesson Unit 3
Lesson Unit 4: Build and Maintain a Pipeline of Suitable Prospective Clients -Available to Stream!
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 lesson unit, you should be able to:
- Identify the tools available to build a pipeline of prospective clients
- Assess what’s involved in building a business development system
- Select the most suitable business development tools
- Oversee the development of a system to create and nurture leads
- Predict how messaging should evolve in a turnkey lead generation system