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ARCHITECTURE MARKETING 360: HOW TO GET A HELICOPTER VIEW OF WHAT’S WORKING
This overview of modern marketing for architects is based on Sounds Like Design’s six-channel system, which helps practices raise awareness about the value of architecture and generate new business. It includes access to a free Marketing Metrics spreadsheet tracker, which enables architects to collect and analyse their most useful performance data and metrics across the six channels. Architects can then apply data-driven insights to inform their future marketing strategy and activities, and maximise return on investment. After outlining the six-channels, Rachael will review architecture websites to highlight positive attributes, common mistakes and how to fix them. If you’d like to nominate your practice website for this review, please email Rachael by 15 January. This session is timely because Covid-19 has accelerated the shift towards online transactions – and changing consumer behaviour means that 70% of transactions now begin with an online search – so it’s designed to help architects understand how their various marketing activities should be optimised for success in this new eCommerce landscape.
This presentation is equivalent to 2 hours/points of formal CPD and will deliver outcomes related to the following Competency/s from the National Standard of Competency for Architects:
1.4 Identification of factors that may impact on client project requirements and objectives.
9.1 Knowledge and implementation of appropriate practice model to ensure efficient, effective and ethical professional service.
9.2 Knowledge and application of practice resources required to ensure efficient and effective professional service.
At the end of this session you should be able to:
Rachael Bernstone is a journalist, comms advisor to architects, and an advocate for good design in the wider community. She works with architecture practice directors and principals to help them develop comms strategies that are focussed on winning new projects and communicating the value of architecture.
With a Bachelor of Arts (Journalism) from RMIT, and a Masters in Architecture History and Theory from UNSW, Rachael helps to demystify the language of architecture for general audiences. She was awarded a Churchill Fellowship in 2003 to study sustainable and affordable housing in four countries.
Rachael founded Sounds Like Design in 2016 as a communications consultancy for architects, and also contributes to publications including HOUSES, Artichoke, Habitus, Indesign, Sanctuary, Australian Design Review, Inside and Australian House & Garden.
Rachael combines journalistic research and writing skills with big-picture and fine-grain industry knowledge, to create communications campaigns that promote the value of architecture.
Her six-channel system for architecture marketing – based on 20 years of experience – underpins her consulting work and CPD courses for architects.
The system enables architects to define their unique offering; identify their ideal clients;
implement client-focussed messaging; and track their progress over time.
It simplifies modern marketing techniques to help architects focus on building trust and engagement, and – ultimately – to generate new work.
1. You will receive an automated registration email once paid, follow the link in the email to take you to the course material (you may have to click "log in via SAML2" to be redirected).
2. You're able to start reviewing the material immediately after purchase.
3. Once you have viewed the CPD material, you will be prompted to undertake your assessment and feedback, after which your formal CPD certificate will be made available.