Architecture Marketing 360 - A CPD course for architects

Want to master modern marketing for your architecture practice so you can build a pipeline of new clients and projects? Maybe even start a waitlist?

This CPD Course for architects is designed to help you transform your marketing plans from a pile of half-formed ideas and sticky notes into a finely-tuned system, that brings in more of the clients that you love to work with.

This is the self-paced DIY program that enables you to learn and implement Sounds Like Design's Six Channel System, so you can build “know, like and trust” relationships with your future clients, and enhance your sustainable and profitable practice.

You can find out more about the CPD Learning Outcomes here and view Rachael's credentials to teach the course here.

For full details of what's inside the course - including a video tour inside the course itself, an overview of the 10 modules which outlines the topics and content, an extract of the Day 1 video and an extract of the CPD workbook - visit this page.  

Or click "Enrol here" below to join our growing course community, and get started right away....


11 Modules

Module 00: Before We Begin

Before We Begin sets the foundations for you to check your current performance and metrics - using analytics and metrics on your website, social media platforms and email list if you have one.

Later, you can refer to this data to measure your progress and see what activities and content are working, in terms of bringing on new enquiries, leads and clients.

Having visibility over your data and metrics will enable you to track your Return on Investment (ROI) on your time, money and effort spent on marketing, so don't skip this step.

It's a vital part of the Six Channel System. 

Bonus Module - Zoom Q and A - Monthly call recordings

Catch up or rewatch the monthly Zoom Q&A calls

Module 1: Foundations - ICAs and Marketing Budgets

Module 1 sets the foundations for your future marketing plan and activities, by considering your Ideal Customer Avatars, for all of the sectors you are currently active in, and those you wish to pursue in future.

We'll also look at recommended marketing budget levels, starting with your current marketing spend, before you determine an appropriate market budget based on industry averages, your annual turnover,  and what feels comfortable for you at the moment, and into the future.

Module 2: Foundations - Unique Selling Proposition (USP)

Module 2 unpacks the marketing concept of Unique Selling Proposition, or the attributes or qualities that set your product or service - and practice - apart from competitors.

There are two main schools of thought on how to identify your USP - also known as positioning - and this Module provides an overview of each, and some additional references to guide you if you'd like to spend more time on this topic.

Module 3: Channel 1 - Referrals

Day 3 introduces the first of our six recommended marketing-channels: Referrals. 

Referrals is at the top of the list because word-of-mouth has traditionally been one of the best ways to generate new clients and projects for architecture practices. In fact, the Institute's Client Insights report found that 71% of clients prefer to source an architect via referral from a trusted source.*

Most architecture practices don't have a formal system in place to generate and use Referrals, so there is plenty of scope to make improvements to this channel. 

Rachael recommends you start by establishing a formal feedback loop, if you don’t already have one.

* The Institute's Client Insights report (2021) provides useful insights about what clients are seeking from architects, and Lesson 3 contains links to a blog article and the report itself if you'd like to learn more.

Module 4: Channel 2 - Email marketing

Module 4 is all about Channel 2 - Email Marketing, and how and why you should use it in your architecture practice.

Email marketing is one of the least well understood of the six channels, but it's a powerful tool when used correctly.

Capturing leads - or contact details for your ideal customers - via a lead magnet is a great way to start bringing more traffic into your pipeline.

Then, email can help you to nurture connections with your ideal customers and transform them into clients.

And by sending regular updates, you are constantly reminding your subscribers that you're available to help them solve their problems.

Module 5: Channel 3 - Social Media

In Module 5, we're looking at Social Media, which is many architects' favourite marketing channel. 

I'll explain the key strategies around social media and suggest the most suitable platforms for you to focus on, so that you can easily be found by – and connect with – your ideal customers and potential clients.

Module 6: Channel 4 - Publishing

The fourth Channel in the Six Channel System is Publishing; an old media channel that many architects are already familiar with.

Throughout my 20+ year career as a journalist - which has seen me conduct more than 2000 interviews with architects, and more with their clients and collaborators - I’ve observed two main areas of confusion around publishing:

  • the first is understanding what strategy to use, and
  • the second centres on the practicalities of making your pitch to editors or journalists.

This Module looks at both and provides plenty of actionable advice to help you publish your projects in a way that will speak directly to your ideal clients.

Module 7: Channel 5 - Awards

Module 7 is all about Channel 5 - Awards, and how to improve your entries to increase your chances of winning AND use them to speak to three key audiences.

This Module is an abridged version of my 2-hour CPD Awards workshop - which you can purchase here in CPD+.

This Module contains the resources from that workshop, to help you plan out and enhance any Awards entries you intend to submit later this year.

Module 8: Channel 6 - Websites

In Module 8, we're looking at Websites; the keystone of all your marketing activities.

You should be using the other five channels to attract and invite people to visit your website, where they can find out more about your practice, what you do, who you serve, and what sets you apart from your competitors.

Your website should also contain a clear Call to Action so that your customers can connect with you and start a conversation that may lead to a new project.

Module 9: Taking action

The final module sets out two possible ways for you to start taking action based on what you've learned, and you may have compiled your own list of tasks and activities to complete.

Modules for this product 11
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