Marketing-Plan-Template-for-Architects.pdf

Markating plans for architects

1. 1.1 Marketing Objectives
 Enter a market/market segment
 Generate new projects
 Consolidate/grow market share
 Brand Awareness
1.2 SMART Marketing Goals
 Specific
 Measurable
 Attainable
 Relevant
 Time-Bound
1.3 Market Position
 New Entry
 Consolidated
 Important player
 Market leader
1.4 Market Segment
 Residential
o Individual Houses
o Housing Development
o Low Rise
o Mid Rise
o High Rise
 Commercial
 Hospitality
 Health Care
 Education
 Public Buildings
 Urban Planning
 etc
1.5 Market and Competition
Analysis
 Competitors
 Competitors’ advantages
 Competitor weakness
 Market Trends & Perspectives
 Economic Cycles
 SWOT Analysis
1.6 Geographic Market
 Local
 Regional
 National
 International

2.1. Clients by type
B2C Marketing
 Individuals
B2B Clients
 Small & Medium Businesses
 Corporate
 Developers
 Project Management Firms
 Institutional
 General Contractors
2.3. New Vs. Recurring Clients
 One-time customers
 Recurring customers
2.4. Acquisition Type
 Design, Bid, and Build
 Design & Build
 Competitions
 Project Bidding
2.5. Buying Persona
2.6 Client’s Buying Cycle
 Awareness
 Consideration
 Purchase
 Retention
 Advocacy
2. 7 Investment Cycle
 Idea
 Land acquisition
 Design Brief
 Architectural design
 Building permit
 Builder selection
 Construction quality control
2. 8 Clients’ Markets. Market
Research, Analysis & Surveys.
 Real Estate Market
 Construction Market
 Sector’s Market
 Industries Market & Trends
 Market analysis, research, and surveys

3.1 Branding
 Brand Name, Logo, Tagline
 Color Palette, Typography
 Brand Voice and Tone
 Imagery and Graphics
 Brand Story, Mission, Values, and
Ethics
3. 2 Inbound Marketing
 Content Marketing
 SEM Search Engine Marketing
 Social Media Marketing
3.3 Outbound Marketing
 Email Marketing
 Advertising
 Direct Marketing, Networking
3.4 Architectural Competitions
3.5 Architectural Design
Biddings
3.6 Marketing Mix
I. Products / Services
 The buildings
 Architecture Services
II. Price / Costs
 Building Costs
 Service Fees
III. Placement / Project Phase
 Project-based marketing
 Loyalty Marketing
IV. Promotion /Advertising
 Establish a Promotion Strategy
 Loyalty Marketing
3.7 Clients’ Pain Points
 Built-Up Areas Estimates
 Project Feasibility
 Land Acquisition
 Zoning Regulations
 Building Permits
 Construction Codes
 Contracting the Builder
3.8 Unique Selling Proposition

4.1 Channels / Media
Digital Marketing
 Websites
 Other websites
 Social Media
 Video Channels
Offline Marketing
 Books
 Print Press
 TV
 Outdoor Advertising
4.2 Content Creation
 Web Pages
 Portfolios
 Articles, Blog posts
 E-Books
 White Papers
 Case Studies
 Photography
 Graphics Creation
 Video Creation
 Biding Documents
4.3 Content Plan
 Keyword Research
 Research for Content Creation
 Content Audit
 Refresh Old Content
 SEO – Search Engine Optimization
 Develop Content Themes and Topics
 Create a Content Calendar
 Content Types and Formats
o Writing content
o Photo content
o Architecture CGI / Renderings
o Graphics, Illustrations,
Infographics
o Video
 Assign Roles and Responsibilities
4.4 Marketing Costs
 Content Costs
 SEO costs
 Promotion Costs
 Media Costs
 Define Cost Performance

5.1 Key Performance Indicators
(KPIs):
 Conversion Rate
 Customer Acquisition Cost (CAC)
 Customer Lifetime Value (CLV)
 Return on Investment (ROI)
 Click-Through Rate (CTR)
 Bounce Rate
 Engagement Rate
 Lead-to-Customer Conversion Rate
 Cost Per Lead (CPL)
 Followers/Subscriber Growth
5.2 Metrics and Analytics
 Website Analytics
 Social Media Analytics
 Email Marketing Metrics
5.3 Data Collection
Tools:
 Google Analytics
 Social Media Analytics:
o Meta Analytics
o Twitter Analytics
o LinkedIn Analytics
 SEO Analytics
Techniques:
 A/B testing
 Surveys
 Focus Groups
 Customer Feedback
Implement Tracking Mechanisms:
 Tracking Codes
 Marketing Pixel
 Facebook Pixel
5.4 SEO Analysis
 Tech & Meta
 Structure
 Content
 Backlinks
 Rankings
5.5 Analyze Data
5.7 Make Data-Driven Decisions
5.8 Continuously Monitor and
Adjust

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