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2023 Marketing Series for Small Firms (Session 1): Branding and Messaging 101 – Differentiating Your Small Architecture Firm

April 4, 2023 @ 8:00 am 9:30 am

$45 – $75 AIA Members | Non-Members

Session 1

Branding and Messaging 101: Differentiating Your Small Architecture Firm

Tuesday, April 4, 8 – 9:30 am

1.5 LU

Speakers:

Emily Hall, Partner, Charrette Venture Group
Dena Alspach, Director of Marketing, Charrette Venture Group
Lisa Saldivar, Creative Director, Charrette Venture Group

Having crafted and strengthened the identities of dozens of small and mid-sized architecture firms, the marketing team at CVG understands what it takes to make your firm’s brand sing. In this session, we’ll discuss why branding is important, how (and why) to approach branding work, and best practices in website design. These points will be illustrated by case studies showing transformative rebrands with quantifiable results. We’ll also emphasize the role messaging plays in branding, with several examples of how authentic, clear communication supports your firm’s visual identity. Messaging exercises will help attendees refine their mission, vision, values, and value proposition. If your firm sometimes gets lost in the crowd, this marketing session will help you rethink how you communicate your unique qualities to a saturated marketplace.

Upon attending this session, attendees will be able to:

  1. Explore the elements of branding, why a strong brand is important, and how preeminent branding assists small firm architects in increasing visibility and memorability.
  2. Analyze case studies of small architecture firms that have rebranded and improved their messaging, including quantifiable results that illustrate the impact of their efforts. Juxtapose “lessons learned” that will help firm leaders better understand what to expect from the rebranding process.
  3. Examine current best practices in website design for small firms with limited resources.
  4. Cooperate in actionable messaging exercises that can help your firm refine its mission, vision, values, and value proposition.

Please be sure to indicate your are registering through our AIA California – Long Beach/South Bay Chapter

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:

  1. Examine your firm’s projects objectively to determine appropriateness for publication.
  2. Explore strategies for leveraging a project’s unique story/stories to maximize targeted media coverage
  3. Discover best practices for effectively partnering with journalists and co-project team members to leverage your firm’s brand in media coverage
  4. 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:

  1. Discover how to conduct market research in-house and where to find sources of information.
  2. Detect how to spot potential opportunities for market expansion.
  3. Discern how to identify common pitfalls to market expansion using a case study.
  4. 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:

  1. Identify the link between strategically marketing your firm and winning new clients.
  2. 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.
  3. Analyze your firm’s body of work and areas of expertise to prioritize projects and people to leverage to the public.
  4. 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

AIA New York State

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