Where is your firm headed? Imagine how much more your employees would be engaged if they knew how the work they do everyday is part of your company’s story. When you have a clearly defined mission statement, you have more than just inspiring words. You have direction. A clear mission statement sets the stage for effective marketing and business development.
Once you know where you’re going, do you have a map to help navigate the path to success? The major purpose of the marketing plan is to set the company on a specific course in marketing, where goals, strategies and tactics align with company objectives. It’s a detailed tool that answers “who, what, when, where, why, and how” and helps you make sound decisions to achieve your long-term strategic plan. It’s also a good idea to have some “if… then” alternatives that help you shift with changing external and internal environmental conditions.
A communication plan is your road map for engaging with your target audiences. It’s an essential tool for ensuring your company sends clear, specific messages across appropriate channels for measurable results.
Planning is critical to win clients and projects– and new staff members. Capture planning is building and developing relationships with contacts in client organizations. Pursuit plans are the steps your team members take to secure profitable work, which includes client contact and strategy positioning activities, proposal, presentation, and negotiation activities. These planning tools also help human resources staff recruit new team members.
Proceed or abandon? Successful firms set firm guidelines to determine whether or not a project is worth the pursuit investment. Do you have adequate resources for project delivery? Is the margin acceptable? Do you have a client relationship– good or bad? Is your proposal team available and committed to the pursuit schedule? “Go” is not the only answer.
Not sure where you stand in the world of A/E/C marketing? A marketing audit is a thorough review of your marketing plan, objectives, strategies, and the current activities being executed in your firm. The goal is to see what’s working and what isn’t so you can identify areas for improvement.
Most architects, engineers & contractors struggle to stand out from the competition. Our marketing toolbox is full of useful strategies and tactics that we use to help companies communicate clearly so they win work and attract employees to grow their firms.
