In order to be competitive, a professional services firm needs to craft a compelling message that includes not only what it can do for a client, but also why it will be the smart choice. Successful firms create distinctiveness through ideas and style, using image and positioning to influence their audiences; and they use their business and social networks to open doors of opportunity.
Websites continue to be important as the virtual storefront for a compendium of information about our firms and our work. However, when it comes to marketing and public relations, every story, image, brand, and relationship plays itself out across a limitless number of media platforms. Although decisions about brand strategy are made in corporate boardrooms, brand messages are shaped all around the world, in any place with Internet access. Realistically, there is the potential for anyone to be talking about your firm and influencing perception about your brand.
With the increasing number of opportunities presented by new social media technology, how can you create a context for your brand message that speaks to your target audiences, making your stories not just interesting, but important. In addition, since "command and control" no longer works as a strategy in the world of guerilla commentary, how can your firm coordinate a multitude of voices, helping those within your organization to stay on message, and giving external advocates stories worth repeating.
This one-day program will explore opportunities to use enhanced marketing strategies to reach targeted audiences, build influence, and shape perception. The course is intended for firm leaders (in architecture, urban design, landscape architecture, and interior design) who are concerned about marketing and public relations strategy, business development, and competitive advantage.
We will use case studies and pin-up presentations to review and discuss the participants' current marketing and social media programs. Participants are asked to bring examples from their own firms for presentation and discussion. Building on that work, we will use discussions to explore opportunities that would enhance brand messaging and social media outreach.
Learning Objectives:
- Discover how progressive firms are using marketing strategy and social media to reach targeted audiences, build influence, and shape perception.
- Review the strategic potential of social media platforms as marketing distribution channels.
- Understand the quantitative and qualitative metrics to measure success in marketing and social media strategy.
- Apply real-world, achievable examples of successful marketing and media strategy to your own firm's programs.
