Deliver client-focused messaging on the firm website, on proposals and across marketing collateral. Topics include points of difference, selling benefits vs services, and accessible language.Ìý
Module 3: Stand Out with Value-Based Marketing
°Õ´Ç±è¾±³¦²õ:ÌýMarketing / PracticeÌý
Length:Ìý2 Hours |ÌýWhat's Included:ÌýVideos, Readings, Course Workbook, Activities, Quiz, Certificate of CompletionÌý
This course is available to stream!Ìý.
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.Ìý
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Learning Outcomes
At the end of this module you will be able to:
- Differentiate between client-focused and firm focused marketingÌý
- Differentiate between client-focused and firm focused languageÌý
- Analyze the audience’s needs, motivations and sense of value
- Define a firm’s value based on the client’s termsÌý
- Evaluate the effectiveness of value-based marketing examples
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Identify opportunities to apply value-based marketing and accessible language
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Required Resources:Ìý
- Selling the Invisible: A Field Guide to Modern Marketing byÌýHarryÌýBeckwith.ÌýNew York, Business Plus.Ìý2012.
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- Amazon:ÌýÌý|Ìý
- Indigo:Ìý
- Book Outlet:
This is Module 3 of the Marketing for Architects course, Fundamentals of Marketing. See here for Fundamentals of Marketing bundle.
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In MarketingÌýfor Architects,Ìýyou’ll learn the fundamentals of marketing, business development and networking, and how to applyÌýthem directlyÌýtoÌýyour professional service firm. Learn how to create a marketing plan focused onÌýyour ideal client and designed to deliver onÌýyour business goals. Learn how to communicateÌýyour brand’s message and unique value to clients, referrers, andÌýyour team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.ÌýÌý
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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 necessaryÌýto create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients. This course has been designed with industry-leading professionals in marketing and business development and is tailored for the AEC industry.Ìý
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Course Features:Ìý
- Tailored course workbook that participants can complete as they take the course
- FREE* first lesson unitÌý
- Flexible learning - pick and choose the modules you want to take and learn at your own pace.Ìý
- 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
Subject Matter Expert
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SandraÌýBekhorÌý
Practice Development ConsultantÌý
M.B.A., B.Sc. ArchitectureÌý
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Pricing:Ìý
Member: $90.00 / Non-Member: $112.50
Intern Member: $58.50 / Intern Non-Member: $67.50
Student: $45.00Ìý(must be anÌýRAIC student associate member)Ìý