MARKETING &

PUBLIC RELATIONS
MARKETING &
PUBLIC RELATIONS
PRESENTORS

DACIBAR, Daphne Ann Athena FALCO, Hanz Jayvie

MARKETING
Marketing
Marketing
In the context of architecture, marketing refers to the strategic process of promoting
architectural services, establishing relationships with clients, and demonstrating expertise and
value to attract and retain clients.

It involves activities such as setting budgets and objectives, segmenting the market based on client
needs, creating compelling presentations, and continuously refining strategies to effectively
manage workload and achieve business success. Marketing in architecture encompasses more
than just selling services; it includes business development, client satisfaction, and delivering
high-quality designs and services.

You are essentially selling your expertise and experience.

Your clients will want to hire you if they feel you will not lead them astray.
Marketing: Two Points of View
In developing a marketing plan, all activities must be viewed from two different
perspectives:

1 the perspective of the architect or architectural practice;

2 the perspective of the secured or potential client.

 WHAT TYPES OF CLIENTS AND PROJECTS DOES THE PRACTICE WANT?

WHAT SERVICES DOES THE PRACTICE WANT TO PROVIDE FOR THESE CLIENTS

The
Architect’s HOW DOES THE PRACTICE WANT TO PROVIDE THESE SERVICES?

Perspective WHY DOES THE PRACTICE WANT TO DO THIS?

To develop a marketing strategy, the architect
must answer the following questions:

HOW WILL THE WORK BE CARRIED

OUT?

WHAT ARE THE RISKS INVOLVED WITH THE FOLLOWING:


The
Client’s
Perspective
The client is the audience. Marketing must be
considered from the client’s point of view,
ensuring the language and information conveyed
is meaningful to the client.
THE STRATEGIC PLAN SHOULD HELP TO IDENTIFY THE FOLLOWING:
the market segments that are of interest to the practice;
the prevalent needs, wants and behaviours among prospective clients in these
segments;
the financial metrics of working within this particular market segment;
the future of this market segment.
TO DETERMINE THE COMPETITIVE POSITION OF THE PRACTICE, IT
IS HELPFUL TO ASK QUESTIONS ABOUT COMPETITORS, SUCH AS:
Within each market segment, who are the main providers of architectural services?
What is their share of the market?
What is the basis for their competitive advantage:
Personal relationship?
Fees?
Specialized architectural services?
Reputation for quality/leading-edge design?
Promotion?
Location?
Can the practice make an offer that is unique and compelling to prospective
clients, given the other choices available to them?
What drew former clients to the practice?
The
ONCE SOME OF THE ELEMENTS OF A MARKETING PLAN HAVE BEEN
DETERMINED, POTENTIAL CLIENTS OR “LEADS” NEED TO BE
IDENTIFIED. SOME TECHNIQUES FOR IDENTIFYING LEADS

Client’s
INCLUDE:
compiling names of the potential clients or purchasers of architectural services in

Perspective
The client is the audience. Marketing must be
considered from the client’s point of view,
ensuring the language and information conveyed
is meaningful to the client.
each of the preferred market segments;
developing a list of organizations and the person(s) responsible for decisions
related to architectural services, and for the selection of the architect;
researching websites;
monitoring relevant articles from the media;
organizing business development meetings;
networking;
surveying past clients.
 Architects in the Philippines can use web-based procurement systems like
government portals and private sector platforms to find project
opportunities and expand their client base. These platforms offer valuable
resources for architects seeking projects across various sectors, making it

The essential for professionals to research and utilize them effectively. Some
examples include:

Client’s Philippine Government Electronic Procurement System

(PhilGEPS)

Perspective
Procurement Service - Philippine Government Electronic
Procurement System (PS-PhilGEPS)
The client is the audience. Marketing must be Philippine Contractors Accreditation Board (PCAB) website
considered from the client’s point of view, Private sector project portals
ensuring the language and information conveyed Industry associations and organizations
is meaningful to the client. Social media and online forums
Once leads have been identified, these prospects should be qualified by
determining:
their current and potential demand for architectural
services;
the main criteria they will use to select an architect.
After an initial contact, the practice should evaluate the response from each lead and adjust the action
plan based on:
the prospect’s reputation and potential as a client;
the likelihood of the project proceeding;
the architectural practices from which the prospect will solicit proposals;
the likely value of the commission;
the risks attached to winning the commission;
the cost of pursuing the prospect further.

In pursuing the lead, the architect should remember that their marketing message may need to be
tailored to reach not only the client who signs a contract, but others who contribute to the hiring
decision-making process. They include those who influence the decision-makers – “influencers” in
marketing jargon, and the decision-makers themselves – “buyers” in marketing jargon.
Public
Relations
INTRODUCTION

In the profession of architecture, public relations (PR) is essential for helping

businesses establish a solid reputation, attract new clients, and fortify stakeholder
ties. Building a solid reputation is crucial for architecture businesses, and PR does
this through thought leadership, where architects present themselves as qualified
authorities through publications and speaking engagements. Additionally, PR experts
may spot award possibilities and make use of them to highlight outstanding projects
and grab media attention. Another area where PR excels is in the creation of new
companies, using media relations to obtain publicity in journals for architecture and
design as well as making use of social media and content marketing techniques to
engage potential customers.
In a field where reputation is
everything, PR is crucial to
building and sustaining a
positive image for
architecture businesses. PR
campaigns improve the firm’s
reputation by strategically
positioning architects and
important people as thought
leaders.
Public Relations

Public relations is a series of activities which provide opportunities for the architect to become known in
the community. It is distinct from promotion in that it targets the broader community rather than specific
individuals. Good public relations sets the stage for successful marketing.
These activities may include:
community involvement, such as:
giving lectures and speaking in public on architectural topics;
teaching classes at post-secondary institutions;
hosting online discussions/idea-sharing sessions;
conducting seminars;
sitting on volunteer boards;
joining service clubs;
fundraising assistance;
sponsoring community events;
attending industry networking opportunities.
Public Relations

Public relations is a series of activities which provide opportunities for the architect to become known in
the community. It is distinct from promotion in that it targets the broader community rather than specific
individuals. Good public relations sets the stage for successful marketing.
These activities may include:

good media relations, such as:

providing firm/project/news updates on digitally branded sources (website, social media, etc.);
issuing news releases;
contributing to architectural blogs;
publishing technical papers, or articles in journals or other print media;
participating in trade shows;
undertaking professional criticism of architectural projects;
entering design competitions;
promoting design or architectural awards.
Architects should strive to better inform the public about the value of
design and architecture and architects. They must always be advocates for
the value architecture brings to enhanced quality of life. Public awareness
about the value of architectural services can open new markets for the
architectural practice and helps to create a receptive environment for the
architect in future marketing activities.
Conclusion

Public relations is crucial in the architecture sector for businesses to establish a

solid reputation, create new business prospects, and cultivate connections with
stakeholders. PR experts can successfully assist architecture companies in
reaching their goals by strategically establishing firms as thought leaders,
securing media coverage, employing social media and content marketing,
engaging with the community, and promoting open client communication. A
competitive market for architecture firms can benefit from investing in strong
public relations initiatives through higher visibility, improved brand reputation,
and eventually sustainable growth