Building AEC industry-Beyond the Built Environment
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The document outlines strategies for marketing in the Architecture, Engineering, and Construction (AEC) industry, emphasizing the importance of understanding processes, players, and effective marketing systems. It covers key aspects such as building a solid foundation of knowledge, utilizing strategic marketing tools, and maintaining client relationships post-project completion. The overall goal is to enhance the AEC industry's marketing efficiency by implementing organized systems and utilizing various tools to reach and retain clients.
Building AEC industry-Beyond the Built Environment
- 1. + Building the AEC Industry Beyond the Build Environment Focusing on AEC Marketing Solutions Building the AEC Industry Beyond the Build Environment
- 2. + Program Agenda Building a Solid Foundation Incorporating Efficient Infrastructure Elements Building a Sturdy Structure Effective Close Out Marketing the Built Environment Building the AEC Industry Beyond the Build Environment
- 3. + Building a Solid Foundation What Is The AEC Industry? Know The Processes and The Players Building the AEC Industry Beyond the Build Environment
- 4. + Building a Solid Foundation What is the AEC Industry? A complex team of service professionals delivering one single product. Demystifying the Myth Developer Architect Design Engineer Civil Structural Mechanical Electrical Plumbing Geotechnical Building Product Manufacturer General Contractor Registered Certified Sub Contractor Mechanical Electrical Plumbing Concrete Steel Many, Many More Broker/Realtor Building the AEC Industry Beyond the Build Environment
- 5. + Building a Solid Foundation Know the Processes and Players Demystifying the Myth DesignConstruction Developers/Owners Programmers/Planners Architects Design Engineers Specification Writers Interior Designers CADD Technicians General Contractors Estimators Subcontractors Surveyors Building Inspectors Insurance/Bond Specialists Facility Operators Safety Experts Building the AEC Industry Beyond the Build Environment
- 6. + Incorporating An Efficient Marketing Infrastructure System KnowingYour Product and Market Incorporating Efficient Systems Building the AEC Industry Beyond the Build Environment
- 7. +Incorporating An Efficient Marketing Infrastructure System Marketing a Service to Deliver a Product The AEC product is the Service provided to deliver that product Letters of recommendation/reference Client video testimonials Project case studies Safety and Performance Awards KnowingYour Product andYour Market Building the AEC Industry Beyond the Build Environment
- 8. +Incorporating An Efficient Marketing Infrastructure System AEC Marketing is primarily business to business The owner/developer is the primary client with both the Architect and Contractor in most situations Design-Build delivery General Contractor assumes primary contractual role, Architect is client of GC Knowing Client and Market is Key to Success! Knowing the Product and Your Market Building the AEC Industry Beyond the Build Environment
- 9. + Incorporating An Efficient Marketing Infrastructure System Know Who Your Marketing Team Is Marketing is a Corporate-Wide Investment Executive Team Managing entire organization Business Development individuals bringing new clients into company Marketing individuals responsible for communicating marketing message outside and inside the firm Graphic Designers, Copywriters,Videographers, Photographers, etc. Project Executive Managers Individuals in direct contact with existing clients. Designer, CADD Technicians, Project Managers, Superintendents, etc. Incorporating Efficient Systems Building the AEC Industry Beyond the Build Environment
- 10. + Incorporating An Efficient Marketing Infrastructure System Systems Management = Time Management CRM Databases Organize Marketing Tools and Collateral for Easy Access Resumes, Project Photographs, Project Cut Sheets White Papers, Case Studies Monitor and Update Basic Collateral Regularly Make Corporate IT Your BEST Friend! TAKE CONTROL! If Not It Will Eat You Alive! Strategic Organization of Systems Imperative Building the AEC Industry Beyond the Build Environment
- 11. + Building A Sturdy Structure Basic Marketing Tools of the Trade Specialty Marketing Tools Requests for Proposals/Qualifications Staying Ahead of The Game Building the AEC Industry Beyond the Build Environment
- 12. + Building a Sturdy Structure Internet/Intranet Website Corporate Overview Brochures Industry Specific Qualification Packages Specific Service Provision Write Ups Green Building LEED速 Certification Write-ups State Certifications Corporate Newsletters Basic Marketing Tools of the Trade Building the AEC Industry Beyond the Build Environment
- 13. + Building a Sturdy Structure Special Milestone Events Trade Show Booths Promotional Items Public Relations White Paper/Case Study Reports Project Case Videos/Photos Specialty Marketing Tools Reaching Your Audience Where They Are! Building the AEC Industry Beyond the Build Environment
- 14. + Building a Sturdy Structure 70% of AEC Marketers Responsibilities Team involvement Critical Milestone strategy for Winning New Work! It is a lengthy Process Finding and Chasing the Work Lead Generation Fact Finding Developing Relationships RFP/RFQ Submissions Shortlist Presentations Award/WIN! Building the AEC Industry Beyond the Build Environment
- 15. + Building a Sturdy Structure Requests for Proposal/Qualifications (Design/Construction) Identify project scope invite interested firms to submit By law public projects advertised (FAW, Onvia, BlueBook) Some private solicitations follow RFP concept Responses must follow RFP Guidelines Invitation to Propose or Bid (Design/Construction) Generally utilized for private projects Relies on relationships more so than public projects Invitation to Bid (Construction) This is a hard bid bottom line Closing the Sale Building the AEC Industry Beyond the Build Environment
- 16. + Building a Sturdy Structure Find out about leads EARLY! By the time RFP is releasedit is too late Remain Connected to Your Peers Professional Associations Non-competitive Lead Groups Stay on top of new Marketing Trends Social Media Marketing Most current technological software Staying Ahead of the Game Building the AEC Industry Beyond the Build Environment
- 17. + Effective Close Out Marketing After the Win Retention 101 Building the AEC Industry Beyond the Build Environment
- 18. + Effective Close Out Marketing responsibilities continue Project milestone publication and event planning Wins, Groundbreaking,Topping Out Training and monitoring of field personnel Ensuring field personnel maintain relationship Keeping client informed of marketing events On-going project publicity Case Studies Feature Articles Marketing After the Win Building the AEC Industry Beyond the Build Environment
- 19. + Effective Close Out A Happy Client is a Client Retained Endorse corporate training of techs and field personnel Marketing 101 Watching for the next project Saving the deal Handling issues effectively Reference Letters/Video Testimonials Can be utilized in future marketing endeavors Personalized gifts Framed photographs of finished project Award Submissions Retention 101 Building the AEC Industry Beyond the Build Environment
- 20. + Conclusion Building a Solid Foundation Know what it is that you are selling and marketing Know who your market and customer are Incorporating Efficient Infrastructure Elements Set up marketing systems for easy sharing and organization Building a Sturdy Structure Incorporate a broad spectrum of marketing tools to deliver message Effective Close Out DONT DROP THE BALL after the win Marketing the Built Environment Building the AEC Industry Beyond the Build Environment
- 21. + Conclusion Any Questions? Building the AEC Industry Beyond the Build Environment
Editor's Notes
- #2: Hello, and thank you for having me here. When I graduated and left here back in 2001, I really had no idea where my career was going to take me. What I did know was that the competition for marketers was fierce, and that in order to gain a competitive edge I had to step it up! So I combined my marketing degree with an MIS degree as well. I also recognized that career success was only limited by the degree of effort I put into it. Just putting in one degree of effort more than my fellow competitor could mean the difference between success or failure. Why is this important? Because more than everthat one degree of extra effort is what is saving or breaking firms in this volatile economy today.
- #3: My presentation today will not only introduce you to the AEC industry But demonstrate the vast responsibility that fall on the shoulders of the marketing individual It will point out the importance of developing a strategic plan and carrying that plan throughout the campaign To do this requires building upon a solid FOUNDATION Incorporating efficient INFRASTRUCTURE elements to streamline the process Building a sturdy marketing STRUCTURE and Carrying the message to the end in the CLOSE OUT
- #4: Lets start with the Foundation I think we can all agree that in order to market effectively We must have a good understanding of what we are marketing and who we are marketing too. Correct?
- #5: The AEC industry is very complex one.. Few people understand the total depth or breadth of the industry Think about the UCF Aquatic Center for instance. (Developer/Owner: UCF-Architect, SchenkelShultz Design Engineers Various General Contractor to oversee the entire process, specialty contractor for the pool,,,, etc It is one of the few industries that require a very complex team of SERVICE professionals to deliver ONE SINGLE product in the end.
- #6: Depending on the contractual delivery method, the design and build players in the process could vary slightly But more often and not the process remains the same. Design side generally includes programmers, architects, design engineers, specialty engineers, spec writers, etc. The construction side includes the construction management firm and various contractors and subcontractors, estimators, safety experts and facility operators One thing to keep in mindduring the entire process the owner/developer (in this case UCF) is involved in the entire process
- #7: Marketing is a communication strategyits goal is to communicate a message designed to brand and create interest Within the AEC environment there are a multitude of proven marketing tools utilized to get this message out Depending on who your target is.
- #8: One key point to marketing effectively Keep in mind that you are marketing a SERVICE and not a product. In the AEC we market the SERVICES providedresulting in and end productthe building. Therefore the marketing tools required to get the message out are client recommendation letters or video testimonials Case studies that outline how the firm overcame issues or addresses certain challenges Another good example of the level of service provided are safety or performance awards generally sponsored by industry specific organizations
- #9: The AEC environment is primarily and business to business environment except in the residential housing market where the realtor deals with the consumer. For the purposes of this presentation we are going to concentrate on the commercial market. The residential market is pretty much in the dumps right now anyway. Who is the client? Generally on the commercial side it is the owner or developer. In the traditional design-bid-build delivery method, both the contractor and the architect hold separate contractual agreements with the owner/developer However, for the past decade or so, there has been a strong push to the Design-Build delivery method. The reason for this is that the architect and the contractor work side by side during the design phase of the project, eliminating issue at the drawing stage, rather than out in the field. In this delivery method the contractor hold the agreement and the architect is a subcontractor to the general contractor
- #10: When marketing in the AEC environment, as in any corporate environment It is important to understand that marketing is a corporate wide investment. Your marketing team is everyone within the firm that comes in contact with potential clients, etc. In the AEC environment the players include.
- #11: With so many marketing team players, the marketing manager or coordinator can easily become overwhelmed keeping marketing tools in their hands. Therefore, it is important to STAY ORGANIZED Planning is the key! If you happen to get with a firm that maintains a good CRM database, your job is much easier. But if not Setting up systems is critical to successfully managing your department This means organizing standard marketing items like resumes, project photos, project sheets etc. for easy access by not only yourself, but others in the organization The value of this element becomes visible when you are in the middle of a large proposal and other people are needing things. They can get the information themselves without bothering you. Make sure marketing tools are monitored and kept up to date. Time sensitive items like resumes require updating regularly. Make IT your best friendHe will make your job easier by working with you to develop and efficient system that protects both you and him If you dont get control earlyIt will EAT YOU ALIVE!
- #12: Within the industry there are numerous portals for delivering your message Againkeeping control and understanding what they are is paramount in success
- #13: Some of the basic marketing tools utilized in the industry include
- #14: In addition to the basic marketing toolsthere are other opportunities and tools that can be utilized Such as promotion of special milestone events (project wins, groundbreaking, award wins, topping out celebrations. Any event is a time to celebrate Other marketing responsibilities could include trade show events, maintaining a promotional library, press releases, white paper or case study development and promotion Project photography and or videos.
- #15: So as you can see, there are a lot of individual components that are the direct responsibility of the marketing director or coordinator Everything mentioned to this point falls into the category of finding and chasing the work After all, that is why we going into business in the first place right? 70% of the marketers responsibilities fall into this category. Along with Business Development, the marketing team works to create in roads and develop relationships with developer/owners. All with one goal in mindto be the team favored at the time of solicitation for projects This process is long and time consuming
- #16: Once solicitation comes out it comes in one of three ways Formal Requests for Proposal or QualificationsThis can happen on the design and or the construction side. These RFP/Qs is part of a 2-step process of elimination designed to narrow down the selection process. I have here an example of an RFP that I will pass around. By law, any public design or construction project must be advertised to the general public to invite qualified firms to bid. Generally these advertisements can be found through subscription based programs like Onvia or Blue bookBut they are also advertised through the state on Florida Administrative Weekly Private project are not required to advertise, but will sometimes use the same RFP/Q process. The key is that the answers provided must follow the RFP guidelines specifically to be considered and move on to Step 2 which is the shortlist table. 12 months ago owner/developers could expect to have to ready through 6-10 RFP answers and shortlist 3-4 firms Today however, we are seeing anywhere from 20-30 proposal submissions and 8-10 shortlisted firms. This is the primary reason why the relationships should be well established before the RFP hits the street. The second and third types of solicitation come in the form of a bid request. On privately funded projects the owner developer may invite a few selected firms to bid on their project. This is another reason for developing those relationships On public projects, again through a public advertisement, firms solicit hard numbers from the general contracting community. These projects are based on the bottom line and generally awarded to the lowest bidder.l
- #17: With this information in mindit is easy to see why 70% for the marketer and business developers time is spent in lead generation and developing those relationships. Waiting until the RFP is released is too late to develop those relationships. It is important to get out these and dig early Per project and client relationships are not the only ones needed to succeed. Marketers need to stay connected to remain competitive personally and professionally Stay connected to fellow peers through organizations like SMPS and organized non-competing leads groups. Additionally, stay on top of new Marketing Trends. My recent push has been to learn and develop strategies for marketing the industry through social media. This is a new concept to the AEC industry, but moving in fast. My firm is trying to lead the effort in bringing this medium to AEC firms in the state. It is not exclusive but complimentary to the existing marketing tolls being utilized. Software technology is another trend that needs to be maintained. There are large discrepancies between firms in the industry. The design side of the industry seems to be on top of the technological trendsthe construction side is another story. When I first assumed my position with Turner Construction I was amazed to find out that they did not have any form of CRM or marketing database. In fact, here was a multi billion dollar international firm, who was still developing their RFPs/Qs in Microsoft word. Stay on top of the trends.
- #18: Once you have made it to the shortlist and you have won the project hopefully Does the marketing effort stop there? NO WAY
- #19: As stated earlier in this presentation You have the project milestones to monitor and publicize You want to ensure that the rest of the organization is putting out the same message that you have worked so hard to get out. This may mean in-house training. You also want to monitor the clients temperature periodically. Perhaps through regular status updates and case studies to find out how they feel the firm is doing while the project is on-going. Once the project is completedutilize those case studies and featured articles to continue to promote your message and win new work
- #20: The goal of the Close Out is to keep the client happy. There is nothing more frustrating than to work so hard to win a client only to have the project lost during production Endorse corporate training to prepare technical and field staff on how to watch for the next project coming down the pike or how to handle issues effectively Teach them to ask for those reference letters or video testimonials Finally, show the client that you appreciate them and their business with a little gift. One idea is a custom framed professional photo of the project that you have worked so hard on for their office wall. Also, submit the project for the various professional awards that are sponsored by industry organizations nationally. All owners love to have their projects featured in these awards.
- #21: So wrapping up Marketing the built environment requires.