Architecture, Design & Construction Industries
A Mix of Technology, Art and Craftsmanship
Design drives everything we do, from where we shop to how we work to how our cities evolve. Few business sectors reflect larger social, demographic and economic trends like the architecture, design and construction industries. Our experience serving these industries tells us they are as challenging as they are exciting, and designing communications programs for these companies requires a special touch. But this is where we excel.
We know the trends and follow the various industries. We’ve been told that in many ways, we’re a real estate firm that is in the communications industry. Our client list is a testament to this positioning. In fact, we’ve represented some of the biggest international design firms, national construction companies, regional interior design firms for 30 years.
It’s Not Who You Know, It’s How You Speak to Them
Messaging Requires Specifics, Not Generalizations
Specialized expertise has its own language. We’re not talking about jargon, but rather, the need to recognize that this is an informed audience that knows instantly whether data is meaningful and insights are relevant. The THO team understands this audience and knows how to communicate with them in significant and authentic ways.
We stay abreast of new technologies and trends that impact these industries so that we can design a communications strategy that quickly and effectively connects your business with the most important developments in your field.
Problem Solving Calls for Out-of-the-Box Thinking
Widening the reach of architecture, design and construction companies can be challenging. As most industries do, these markets tend to be comprised of closely-knit communities that have a language of their own.
That’s why, when THO was tasked with developing a campaign to recruit and retain top talent for a specialty construction company we didn’t just focus on construction trade publications. We utilized media in fields such as business, finance and hospitality to disseminate a message that the company was an exciting place to work with a management that was clued into cultural and social trends. We developed a social media campaign that increased the company’s followers exponentially, and our supporting media campaign significantly increased visibility for the company. As a result, we created a platform that positioned the company as not only a leader in the industry, but created a personality that showcased their brand.
A Toolbox Filled with Ideas:
Establishing Thought Leadership
Projects in the architecture, design and construction industry can often take years to complete, and a long-term strategy for building and maintaining awareness is key. THO knows how to create and utilize a multi-tiered strategy to keep momentum going for your business and brand when the project is generating little or no news.
Consider for example THO’s program to help a well-known, national architecture firm maintain its high visibility in the industry. We began by hand selecting a group of company leaders and providing them with media training. We then worked with them to hone their best and most insightful opinions about the industry and the work underway, and we executed a media plan to include coverage in some of the biggest regional and national media outlets and well-respected trade publications. In the first six months of the campaign, we maximized their coverage in the media, and we then leveraged those stories in a social media campaign that increased our client’s visibility even more.
This approach allowed this company to do more with less, and maximize the results within their budget.
Make It Personal:
Culture, Both Internal and External is Intrinsic to These Companies
The customers and stakeholders in some industries are narrowly focused on the product or service provided. Not so in the fields of architecture, design and construction. A key component of brand building for these companies is showcasing their interest in and views of broader social and cultural trends. Afterall, these factors are what changes how we shop, where we live, and when we work – all of which play a major factor in design and construction.
We might use stories about climate change to tie into our client’s sustainability efforts; or insights about demographic shifts to connect with the current focus on millennial lifestyles.
Once these are identified, the key messaging for each client falls into place. This ensures that the campaign that we develop parallels a company’s culture and values.
Tapping Into the Right Media
The universe of media outlets devoted to architecture, design and construction companies is small, but these types of companies have myriad opportunities provided they know where to look. Our long experience representing these types of clients means that at THO we know the reporters with particular interests in subjects like sustainability and how technology is changing lifestyles. We are able to adapt messages that might seem industry specific to larger audiences and achieve placements that elude other PR firms. At the same time, our familiarity with reporters as their coverage evolves informs our strategy. It gives us the edge so we know how to position stories for maximum coverage.
Using Photography for Impact
Telling visual stories is especially important when it comes to architecture and design firms. After all, architecture is by nature visual. How can this be maximized? Where can these visuals be used to achieve the best exposure? Our team prides itself on studying how outlets are using these types of assets to make sure that they are positioned correctly. The result? A winning campaign that achieves the best results possible. After all, isn’t that what you want?