Marketing Plan for Architects and Architecture Firms (PDF&DOCX)

What is a Marketing Plan?

A marketing plan for architects and architecture firms is a structured procedure. It sets how to achieve business objectives, engage with ideal clients, schedule actions, and measure success. For most of it, it’s nothing more than calculated brainstorming, but it continues with a tight schedule, hard work, patience, inspiration, and costs. However, the better you start, the easier it is.

It encompasses the following 5 steps:

1. The Marketing Plan Starts with Market Goals, Positioning, and Segmentation

No one can set up a marketing plan for an architecture firm without some preliminary steps. Those include setting clear goals and objectives for your marketing campaign. The plan starts from the market position, your competition, and market analysis, as well as from your market segment and geographical area. No marketing campaign can bring effective results without a clear start.

2. Targeting Clients

As soon as you define your marketing goals and market segments, it is time to define your targeting strategies. Clients come in many forms and shapes: B2C, or B2B, large or small, experienced or unexperienced, one-time, or recurring customers, new or old clients. They also have different acquisition procedures.

Nevertheless, for each targeted client, your plan can create a buying persona. All clients enter both buying and investment cycles, which creates opportunities to interact.

3. Marketing Strategies

Knowing your goals, your ideal clients, their market segments, and cycles, choosing the right marketing strategy is the next step.

Picturing your ideal clients includes understanding their markets, accessible through market research and analysis. Starting from an ever-consolidating architectural brand, your marketing plan can consider online and offline marketing strategies, inbound and outbound strategies, advertising, architectural competitions, or institutional architectural biddings.

Your marketing mix includes acts on four leverages. However, considering the special case of architecture clients, this mix can apply both to architecture and buildings. This relates clients’ pain points more to building and less to architecture. Delivering your unique selling proposition becomes your marketing plan guideline. It’s time for execution!

4. Marketing Plan Execution

Now you will only have to choose your channels, content creation, a content plan, assign roles and responsibilities, set a marketing budget, and go! You only need time, money, patience, measurements and analysis, and corrections.

5. Measurement and Analysis

Defining a set of key performance indicators, according to your marketing objectives, allows you to measure results as the campaign runs on. A thorough analysis allows you to make necessary corrections to attain your goals within your budget.