Websites are the most encompassing piece of collateral any firm will produce. Because of their marketing potential and proven success, they should directly impact every company's strategic planning. In order to have the best results, the entire firm should have an "all-in mentality," ensuring that all planning and agendas meet the needs of everyone involved—most of all the audience.
As the Client Relations Director at Calder Richards Consulting Structural Engineers, there is much to learn from Nancy Wolthuis. She's worked in the AEC industry for 35 years, and has developed the skills and network to help firms grow through leading by example. She knows clients want to communicate with the people working on their projects, and she works hard to shape up her people and spaces to make sure every connection to clients is a strong one.
As a part of their job, Marketing Coordinators need to consider the many areas where they can assist and enhance their firm’s branded message—from photography to company vehicles. Their work to make sure clients form a brand connection is what makes the firm go 'round.
In order to quickly and accurately communicate your brand to others, you need to know it from inside and out. With Vision, Voice, Visuals, and Values, you'll be able to hit the four biggest facets to ensuring your brand is known. From there, you're already on the pathway to creating the brand guidelines that will make your company come together.
Technical Staff's role in branding is crucial and a key component to customer service. As they interact with customers, vendors, staff, and consultants every day, they should prioritize their skill usage, know their brand back to front, and always lead with a good impression.
Branding envelops every aspect of running a company, and it is essential to understand what it is and how to control it. In order to have a successful brand, you have to consider more than just aesthetics, so what is it? Where do you have to consider branding and when is it relevant?
Most of us in the AEC industry realize that a new name, icon, or logo will not create a new brand for our firm. Creating an “All In” mentality is crucial to forming the brand message necessary to make a lasting impression. The ultimate goal is for every person who interacts with anyone at your firm, in any capacity, to have a structured, consistent, and carefully orchestrated experience.
Marketing coordinators, you are critical to the public relations process. From researching the best tactics to creating a schedule of events and action items and finally implementing the tactics, you'll be involved every step of the way.
AEC technical professionals, your intimate familiarity with design, projects, processes, and the solutions provided is an untapped gold mine for public relations.
By prioritizing the direction of your public relations plan, you can ensure you are getting the return on investment (ROI) expected from your firm leaders. It may be hard to determine which efforts will be most rewarding for your firm. Pick the tactics that will work best with your marketing strategies, within your budget and timeframe.
Do you know what clients and potential clients think of your firm? Does it match what you believe is true about your firm? Because “perception is reality,” it’s important that you make the effort to understand the perception of your firm within your industry and market sectors.
Often misunderstood, PR is an influential tool – a way of turning cold calls into warm prospects. While some people think of PR strictly as press releases and advertising, we suggest you turn that notion on its head. PR is “Perception = Reality.” When used as a support tactic, it will help you win work.
For Myrna Wagner, Vice President of Business Development at Swinerton Management and Consulting, the most important step to marketing mentality was to create a culture of collaboration and accountability with the leadership team. Her approach is to provide them with tools to help and encourage their involvement with business development. MARKETLINK Principal Stephanie Craft asked some questions to find out more.
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