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This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients.

Fundamentals of Marketing Bundle

...for Architects Series听

罢辞辫颈肠蝉:听Marketing / Practice听

Length:听6 Hours |听What's included:听Videos, Readings, Course Workbook, Activities, Certificates of Completion

This course is available to stream!听

Participants SHOULD take Module听1: Introduction to Marketing听before this course.

In Marketing听for Architects,听you鈥檒l learn the fundamentals of marketing, business development and networking, and how to apply听them directly听to听your professional service firm. Learn how to create a marketing plan focused on听your ideal client and designed to deliver on听your business goals. Learn how to communicate听your brand鈥檚 message and unique value to clients, referrers, and听your team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.听听

Course Features:听

• Tailored course workbook that participants can complete as they take the course
• FREE* first lesson unit听
• Flexible learning - take the lesson units at your own pace
• Content is tailored to architects - find everything you need in one spot
• Feel confident in your marketing plan and practice goals

*Free for RAIC Members

Modules Included in the Fundamentals of Marketing Bundle

Modules 2: How To Attract Desired Clients听

Summary: In this lesson, you will learn to create a marketing plan focused on your ideal client. This includes an overview of the core components of a marketing plan, as well as Key Performance Indicators (KPIs) and the resulting action plan.

At the end of this module you will be able to:

1. Identify practice development objectives, in order to focus marketing efforts on the firm鈥檚 goals,
2. Identify and prioritize the firm鈥檚 ideal target audience,听
3. Formulate marketing strategies to meet practice development objectives,
4. Evaluate marketing options based on the firm鈥檚 situation,
5. Build an action plan to guide the implementation of the marketing program,
6. Define what Key Performance Indicators are and how to use them,
7. Identify appropriate metrics to measure success.
   听

Module 3: Stand out with Value-Based Marketing

Deliver client-focused messaging on the firm website, on proposals, and across marketing collateral. The topics include points of difference, selling benefits vs services, and accessible language.

At the end of this lesson unit, you will be able to:

1. Differentiate between client-focused and firm focused marketing听
2. Differentiate between client-focused and firm focused language听
3. Analyze the audience鈥檚 needs, motivations and sense of value
4. Define a firm鈥檚 value based on the client鈥檚 terms听
5. Evaluate the effectiveness of value-based marketing examples
6. Identify opportunities to apply value-based marketing and accessible language

Lesson Unit 4: Create a Pipeline of Prospective Clients听

From website to Search Engine Marketing to social media and newsletters, learn how to nurture leads with quality content and a lead management system.

At the end of this module, you should be able to:

1. Identify the tools available to build a pipeline of prospective clients
2. Assess what鈥檚 involved in building a business development system
3. Select the most suitable business development tools听
4. Oversee the development of a system to create and nurture leads听
5. Predict how messaging should evolve in a turnkey lead generation system
   听

Subject Matter Expert