2023 Marketing Series for Small Firms (Session 2): From Project to Publication – Getting Your Work Published to Boost Your Reputation
April 11 @ 8:00 am – 9:30 am
Session 2
From Project to Publication – Getting Your Work Published to Boost Your Reputation
Tuesday, April 11, 8 – 9:30 am
1.5 LU
Speakers:
Katie Alessi, Marketing Director & Founder, Trifecta Collaborative
Kelly Donahue, Communications Director & Founder, Trifecta Collaborative
You’ve been designing your project for years, and the building is about to open. But since the architect isn’t even mentioned in the project publicity, the public and potential clients don’t know that you designed the project. How can you ensure you and your firm are front and center for the ribbon cutting and media coverage? Strategic PR builds an image for your firm and, through that image, maintains good relationships with your key public — clients, potential clients, publications, and community.
We will pull back the curtain to share a deeper understanding of the life cycles of project promotion — from construction to publication. Learn what it takes to get a project into print; what it takes to get a profile in a local publication, regional trade journal, or even Architect Magazine; what keeps journalists interested in your work; and how and where to begin. We know what it takes to build a consistent image for an architecture firm that is both timeless and nimble, and that will serve as a baseline for your image for many years and adapt as your firm grows and evolves. So, let’s get started.
Upon attending this session, attendees will be able to:
- Examine your firm’s projects objectively to determine appropriateness for publication.
- Explore strategies for leveraging a project’s unique story/stories to maximize targeted media coverage
- Discover best practices for effectively partnering with journalists and co-project team members to leverage your firm’s brand in media coverage
- Create strategic PR plans around your firm’s key projects, thought leaders, and areas of expertise, to strengthen your reputation and increase media mentions
Please be sure to indicate your are registering through our AIA California – Long Beach/South Bay Chapter
Session 3
How to Break Into a New Market
Tuesday, April 18, 8 – 9:30 am
1.5 LU
Emily Hall, Partner, Charrette Venture Group
Valerie Puchades, CPSM, Marketing Specialist, Charrette Venture Group
If you build it, they will come. If only that were true! Entering new markets takes time and a strategy, whether expanding your firm’s geographic footprint or leveraging your portfolio to attract clients from a new-to-you market sector. Small firms with limited resources often get stuck hoping to get a “foot in the door” without an actionable plan. In this session, we’ll explore what it takes to successfully enter new markets. Learn how to conduct and leverage market research and what to consider when developing your new market strategy. You will leave the session confidently, knowing you can help your team expand and grow its business.
Upon attending this session, attendees will be able to:
- Discover how to conduct market research in-house and where to find sources of information.
- Detect how to spot potential opportunities for market expansion.
- Discern how to identify common pitfalls to market expansion using a case study.
- Identify tools to help build a marketing strategy around a market expansion.
Please be sure to indicate your are registering through our AIA California – Long Beach/South Bay Chapter
Session 4
Going Behind the Scenes: Learn How Raising Your Firm’s Visibility Can Attract New Clients
Tuesday, April 25, 8 – 9:30 am
1.5 LU
Speakers:
Katie Alessi, Marketing Director & Founder, Trifecta Collaborative
Kelly Donahue, Communications Director & Founder, Trifecta Collaborative
Does this sound familiar? “I’m proud of the quality of service my firm offers, and we have a steady set of repeat clients who appreciate our work and enjoy working with us, but we aren’t attracting new clients or growing the way we should.”
This interactive session will help you formulate an achievable plan to raise your firm’s visibility. Presenters will share tips and strategies for your architecture practice to level up, allowing you to showcase your best work and receive the recognition you deserve.
In this discussion, you’ll discover best practices for heightening your firm’s profile, featuring you and your team along the way, including proactive marketing steps you should take immediately. You’ll learn what your clients want and need and how to be the firm that delivers it to them. What are you waiting for? Let’s go!
Upon attending this session, attendees will be able to:
- Identify the link between strategically marketing your firm and winning new clients.
- Produce viable and effective plans for showcasing your firm to current and future clients and the media, providing increased opportunity to expand and grow your firm.
- Analyze your firm’s body of work and areas of expertise to prioritize projects and people to leverage to the public.
- Discover best practices and tools for getting your firm in front of potential clients.
Please be sure to indicate your are registering through our AIA California – Long Beach/South Bay Chapter
Learn more about the 4-session 2023 Marketing Series presented by AIA New York State
April 4, 11, 18, and 25, 8 – 9:30 am PST
Individual Sessions $45 AIA Members | $75 Non-Members
Full Series $140 AIA Members | $200 Non-Members