Marketing Strategies Big and Small
Getting your Firm’s Name Out There
In Course 1, we learned that our industry comprises various disciplines. Each discipline has corresponding professional organizations, publications, and conferences that you can target to reach the intended audience. Mid to large businesses have the financial means and allocate resources for marketing activities and campaigns. This allows them to experiment with innovative strategies and ensure a steady conference presence through sponsorships and advertising. Small businesses might feel constrained by limited budgets and resources, potentially leading to the misconception that they cannot execute effective marketing campaigns, but marketing options are available to AEC firms regardless of size.
Low-Cost Marketing Strategies:
Attend local events/ conferences or host events
Apply for awards
Apply for firm rankings
Apply to speak at conferences
Mid to High-Cost Marketing Strategies:
Advertisements
Sponsorships
Exhibiting at conferences
Get in front of the press
Digital Marketing (will be covered in Module 4)
The College Preparatory School, Oakland, CA - Photo by Bruce Damonte
Small Firm Success: Jensen Architects
Jensen Architects is a small design firm in Northern California that concentrates on local projects closely aligned with its expertise. Its marketing strategy balances highlighting the high quality of its work with allowing its projects to speak for themselves.
In addition to principal involvement and being an onsite admin/ marketing person, Jensen also works with a business development consultant and a communications consultant, who are experts in communication strategies and media relations. This team has focused on refining its message and developing and maintaining media contacts over time. It emphasizes targeted outreach, and instead of investing heavily in social media, it opts for consistent engagement through press and award submissions as well as events.
Local Events
Because the firm targets local and potential clients, it has focused on local events where it can effectively engage with its target audience.
Principal Steven Huegli, in conversation with Chuck Davis, FAIA, Wendy Hillis, AIA, UCB Campus Architect, and Monique DeVane, Head of School at the Preparatory School, presented a case study of their project, The College Preparatory School, at their local AIA as part of the AIA East Bay 2024 Lecture Series: Education.
Firm staff are also collaborating with team members to lead a tour of their India Basin Waterfront project as part of AIA San Francisco’s annual Architecture + the City Festival.
Awards
The firm focused on getting recognition for its projects and local press by submitting for awards, winning 6 in 2023 alone.
2023 Future House Awards - Residential Award (Cole Valley Residence)
2023 Future House Awards - Residential Award (Stanford Residence)
2023 AIA East Bay Design Awards - Honor Award (College Preparatory School)
2023 AIA California Design Awards - Design for Well-Being Award (College Preparatory School)
2023 ASLA Northern California Design Awards - Merit Award (Willie “Woo Woo” Wong Playground)
2023 AIA California Awards - Distinguished Practice Award (Mark Jensen)
Listings
Instead of paid advertising or expensive SEO, Jensen listed their firm and its portfolio on Architizer, a website that features building products and is known by many architecture firms. Their investment has increased website traffic and got them listed on 2022 Architizer’s 18 Best Architecture Firms in San Francisco.