How to Make the Most of Award Submissions

So you’ve spent hours preparing your design award submission, hoping to win and receive the praise of design peers and potential clients alike. You’ve hit the submit button, off it goes…now what?

Whether you win the award or not, the value of your effort doesn’t have to stop there. From a marketing perspective, the time you’ve spent on your submission has a number of other applications, allowing you to take better advantage of your investment. Here are just a few ways you can capitalize on your award submission.

Get Published

Going through the motions on an award submission forces you to identify the unique aspects of your project and explain them in a concise way. That’s what media contacts are looking for as well! Getting press for receiving an award is often less likely than getting press for delivering a unique project. Take the story you crafted and make it relevant for the media, regardless of the award outcome.

Share the Project with Your Audience

You’ve already written descriptions and gathered the best photos, now get an html email together, add the project to your website, write a blog post about it, etc. Don’t hold your breath waiting for an award before you share the work you’re most proud of!

Involve the Client

As a designer, you may feel great about winning an award, but what about the client? Whether residential, commercial or government, any building occupant would love to know that a.) you think their building is so nice it should be up for an award and b.) it actually won one. Keep them in the loop early, share your submittal with them for feedback and even influence them to share good news amongst their media contacts or colleagues. Getting client feedback during the award process may even uncover some unique benefits about how the building functions that you didn’t think about.

Submit It Again

The final, and perhaps easiest, piece of advice is to repurpose your award submission for another contest or event. Maybe there is a trade-specific contest, a neighborhood home and garden tour, or even an online design contest or forum. There is bound to be another opportunity to update your submission and adjust it to meet another set of requirements. Good luck!

How Do I Increase My Chances of Getting Published?

Proactive marketing and communications can be a tough concept to grasp at times. Beyond having a nice website and responding to RFPs, what other outreach is your firm actually supposed to be doing? One thing that everyone understands though, is getting published. It’s generally an immediate request when we meet with firms for the first time to discuss a communications strategy. So, how does the typical firm get coverage for their work and expertise?

Here are some of our tips to help you catch the eye of the media.

  1. Be realistic about what’s noteworthy. New projects and groundbreakings may get small mentions, but unless there is something truly unique about the project, those won’t get a lot of media attention. Identify projects or story angles from the perspective of an editor that’s trying to create great content on a deadline. What would they be proud to write about?
  2. Look beyond the big names. Not every project belongs in Dwell or Architectural Record. That doesn’t make them less important, it just means they aren’t a great fit. Often clients seek those out as the epitome of a great placement when in fact their target audience may not even read those pubs.
  3. Expertise is just as important as experience. You don’t have to receive a full project write-up to get media coverage for your firm. If you have subject matter expertise on your team that has key input in a newsworthy issue, your firm can still get the mention and the opportunity to build awareness as an expert.
  4. Develop relationships. What if a reporter or editor called on you regularly for answers to industry questions? It happens! Blind press release distribution doesn’t do the trick though. Finding publications that are in alignment with your firm’s brand and developing long-term relationships with business colleagues does.
  5. Awards are for you to promote. Winning design awards earns the respect of your peers and your clients alike. They help tell the story of your expertise more often than they are a story on their own though. Additionally, remember that many awards are sponsored by publications already, so the likelihood of another (potentially competing) publication picking up the story is diminished.

How to Take Your Email Campaign to the Next Level

By: Nick Cafferky

So you finally have the robust mailing list that you’ve always wanted. Maybe it was a successful trade show, maybe it was great a social media campaign — but regardless of how it happened, it is a great start. But what now?

While it’s true that having an audience is crucial for your firm, coming up with what kinds of messages you want to send to your mailing list is a very important next step. Email campaigns work more often than you think. In fact, a recent study from YES lifecycle marketing shows that 68 percent of all consumers have made a purchase that stemmed from a brand email in the last three months – and YES, this does include professional services, not just products. That number is likely to continue growing too, as it jumps to 83 percent with Millennials, who are slowly becoming a larger share of the people making purchasing decisions.

There are lots of different angles to take in an email campaign, but none is more effective than a discount. Ninety-two percent of people find some sort of discount as an important driver to making a purchase from an email. How does that translate for us, in the AEC industry though? We don’t run specials on design services. The point is simply to provide an incentive to act NOW. Perhaps that is waiving a small consultation fee or throwing in an additional perk, it still accomplishes the goal of giving your potential customer a sense of urgency and the feeling they’re getting something extra.

Just behind discounts is the reputation of your brand, which is an important factor for 90 percent of people. Have you won any awards for your work recently? Your mailing list should know about that! Finish a kitchen renovation you are particularly proud of? That’s a great way to build up that reputation and brand awareness. But remember, be sure to segment your list. The whole idea of a mailing list is to get a singular message out to a large number of people, but the occasional message to a handful of potential customers with personalized recommendations can be a huge step in gaining that sought after brand loyalty.

Finally, one big way that you can use your email list is, establishing yourself as a thought leader. This is probably the most effective email marketing tactic for B2B firms. Whether you’re sending out a free guide, white paper, or a unique energy use study, it doesn’t matter; anything of value that you can offer will go a long way in building up the idea that you are THE firm  to talk to. Additionally, it makes the people on your list want to open your mail in the first place. After all, you are providing them information that might help their business.

Now, as for WHEN to send your emails, it will depend on your audience and the type of list you have. While past research from sources like mailchimp say open rates are best during the middle of the week and the middle of the day, this data may be shifting. Consider your list and the type of email addresses you likely have. With a heavily personal email list (perhaps of target residential design clients) you should be aiming for early in the morning or sometime in the evening. Because while most people are constantly monitoring email throughout the day, these two times are when people are more likely to open promotional personal messages. The closer to those times you are, the closer you’ll be to the top of their inbox when they are ready to open it. For professional communications going to a list of mostly work email addresses, it’s likely that mailchimp’s data still stands. Timing your emails wisely prevents you from getting lost at the bottom of the inbox, where you will likely never be seen. And after all of the hard work you’ve done just to get that email out, that’s the last thing you want.

Top Five Myths about SEO in the A/E Industry

Long ago, SEO had a mystique. It was new and technical and allowed anybody to take the lead in search results. It sometimes even led to deceptive practices like hidden keywords in the background or in the footer of your web pages. My how times have changed though, and having an optimized website isn’t about chunking a bunch of metadata into your source code any longer. Search engines are smarter and our understanding of SEO has evolved, especially for service firms like those of us in the A/E industry. In order to help clear up some confusion, we pulled together a Top Five Myths about SEO in the A/E Industry for you!

Myth 1 – SEO can be done in a bubble

It can’t, not well anyway. Search Engine Optimization has ties to almost every major question at the foundation of your business and marketing plan when it’s done properly. In order for it to be successful for any sustainable amount of time, there has to be a strategy behind it and that strategy has to rely on other marketing efforts, social media and valuable content. That’s why when firms ask us if we do SEO, our answer is typically a bit complicated.

Myth 2 – SEO requires no effort from staff

This is a great follow up to the point above. Often firms hire an SEO company thinking, “All I want is to be at the top when somebody Googles best architecture firm. Done, send me the bill.” Firm leadership later gets frustrated to find out it isn’t that simple and realistically, that’s not even what they need. At a minimum, significant time should be invested up front to determine what terms are even relevant for the firm. Beyond that, however, the to-do list for firm principals, subject matter experts and marketing staff could continue to grow because if you multiply any number by zero, you still get zero. You can’t optimize what doesn’t exist, so firms with small websites and very little content will always struggle to outperform others who invest time in writing.

Myth 3 – SEO is a silver bullet

Many firms contact us with the hopes that if they achieve the Holy Grail of SEO status – First organic result on Google – that their work is done and the leads will just roll in. Unfortunately, neither of those is true. The work is not done, because rankings change every day. Leads also don’t just roll in because of your Google ranking; potential clients have to find what they’re looking for after they click through to take the next step.

Myth 4 – SEO winning = First place

Who doesn’t want to be number one? But we’re not talking about “also ran” or participation trophies. Increased traffic, improved awareness and eventual conversions are the ACTUAL goals behind any SEO effort. Seeing your A/E firm show up in the number one spot may feel great, but looking at analytics and monitoring your traffic are the only way to know if your efforts are successful. And then what? Increased traffic doesn’t equal a new contract for your firm unless you convert – which isn’t about SEO, it’s about marketing and BD.

Myth 5 – SEO firms are a rip-off

I’ve honestly lost count of how many clients and potential clients have called us to say they paid an SEO firm for nothing, zero results. This post may sound a little anti-SEO, but that’s not at all the intention. The point is, you wouldn’t take your car to the shop to get the brakes fixed then be upset with the mechanic for not putting gas in your car every week or two afterwards. Search Engine Optimization is a task you can take care of on your own or pay for (one-time fee or ongoing retainer), but it should only be one portion of your architecture firm’s marketing strategy and without putting a little gas in the tank yourself, your car is only going to get so far.