This presentation proposes adding a rigorous marketing discipline on top of the branding and business development disciplines that currently exist in Architecture, Engineering and Construction (AEC) Firms.

1. The Missing Link in
AEC Firms
By Ellen Valentine
Ellen@EllenValentine.com
Evergreen Marketing
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2. The ‘Shifts’ are hitting
the fan!
• BIM
• Recession
• Committee Decisions
• Dramatic Rise in Number of Proposals/Opportunity
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3. It Starts with A Relationship
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4. Staying Close: ‘Building’ the Relationship
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5. Monitoring and Proposing
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6. The Current 3 Legged Stool of Firm
Growth
A Focus on A Focus on
“The Business ‘Image’
Development Branding
Solicitation”
Relationship
Management
A Focus on
“The Top”
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7. The Current Tools
Dodge Reports
Iconography
Photography
& Project Library
Collateral
Business
Development Branding
Proposal
Boilerplate
Website
Relationship
Speaking Management
Engagements
Golf
Conferences Meetings
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8. Current Focus
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9. Winning an award
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10. But.....
What do you do
with prospects
that are not ready
to buy now?
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11. Consider the entire target market
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12. Staying in Touch with ALL influencers and
ALL the ‘Not Ready’
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13. Without Continued Nurturing of ‘ALL’
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14. A New Approach
A Focus on
“Visitors &
Branding
Image”
Business
Development Relationship
Management
A Focus on
“The A Focus on
Solicitation” “The Top”
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15. Direct Marketing Continuum
Research & Analysis
PR
Social Media
White Papers
EMail
Direct Mail
Webcast
Events
Advisory Groups
Website (Dynamic)
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16. A New Approach
A Focus on
“The A Focus on
Solicitation” “Visitors &
Business Image”
Development Branding
Creating
Preference
Direct Relationship
Marketing Management
A Focus on
“Nurturing” A Focus on
“The Top”
Creating
Preference
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17. Goal: Direct Marketing to ALL
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18. Ex. 12 month Nurture campaign to ALL
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19. Expanded Focus
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21. Direct Marketing in Action:
Scientific Building Design
• Build a Database: University Scientific Building Constituents -
- Faculty
- Facilities Management
- Construction
- Finance
• Deploy a 12 month campaign to nurture ALL relationships and establish
the firm as the ‘go to’ firm for scientific building design and lab planning:
- Email
- White Papers
- LinkedIn Group
- Webcasts
- Events
- Lab Planing Advisory Group
- Website (Support)
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22. Direct Marketing in Action:
Data Center Construction
• Build a Database: Data Center Constituents: Past, Present and Future
- IT
- Facilities Management
- Construction
- Finance
• Deploy a 12 month campaign to nurture ALL relationships and further
establish the firm as the ‘go to’ firm for data center construction:
- Email
- White Papers
- LinkedIn Group
- Webcasts
- Events
- Data Center Planning Advisory Group
- Website (Support)
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23. Nurturing Relationships with ALL Influencers
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24. Nurturing Relationships with ALL Influencers
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25. Expanding Future Executive Relationships
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26. Taking Your Firm to the next Level -
Beyond Branding & Business Development:
Direct Marketing- An Integrated Methodology
E
L X Build
O E
G C Test
I U
C T Deploy
I
A O
L N Assess
Direct Format Lead Reporting
Program Lists
Marketing Systems Offers Creative
Design Database Venue(s) Handling Analysis
Strategy
Critical Success Factors
Distinctive Competence
(c) LICA Partners LLC
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