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Architect Marketing Institute

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer for Architect Marketing Institute is a small architecture or design firm interested in growth and keen on winning higher-value projects.

Audience Type

  • B2B
  • Segment: Small design firms

Industries (if B2B)

  • Architecture
  • Design

Needs – Primary Buying Considerations

  • Marketing assistance to secure higher-value projects
  • Accountability in the form of regular one-on-one and group coaching

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: New Zealand (potentially worldwide)
  • Income Level: Not specified
  • Profession: Architecture and Design
  • Business Size: Firms managing projects with a construction budget between $300k and $2m

Psychographics

  • Lifestyle: Busy professionals managing design firm
  • What they value: Growth, professional development, and securing higher-value projects
  • Pain Points: Marketing their services, securing projects, lack of marketing tech knowledge
  • Buying Behavior: Responsive to Facebook ads, email marketing, and affiliate emails

Decision-Making Roles (if B2B Audience)

  • Primary Decision Maker: Likely the firm's principal architect or proprietor
  • Secondary Decision Influencers: Other key members of the firm
  • Support Roles: Administrative staff

2. My Message to My Target Audience

Refined Elevator Pitch

  • Architect Marketing Institute helps small design firms secure high-value projects through our specialized SIX-ai marketing system, so they can skyrocket success without tech hurdles or uncertainty.

Understanding Their Pain Points

  • Struggling to secure high-value projects
  • Trapped in a cycle of low-profit design assignments
  • Tech hurdles and ineffective marketing strategies hindering growth

Transformation

  • Consistent flow of high-value projects
  • Greater revenue and business growth
  • Profound business evolution with effortless, automated marketing

Unique Selling Proposition (USP)

  • Specialized marketing for architects
  • Proven success with evidence-backed guarantee
  • Personalized approach with weekly coaching and accountability

Brand Values & One-Liners

  • "Your blueprint for high-value project success."
  • "We build, so you can architect your firm's growth."
  • "Guaranteed growth, or we work for free."

Tone

  • Architect Marketing Institute speaks in a confident, results-driven tone. We want our customers to feel empowered, inspired, and certain of their success.

Hero Text Idea

  • Flag Text: "New Zealand’s Architect Marketing Builders"
  • Main Headline: "Win High-value Projects with Precision"
  • Sub Headline: "Unlock unprecedented growth with our specialized SIX-ai marketing system. Our evidence-backed guarantee ensures your success, or we work for free."
  • CTA: "Architect Your Firm’s Success Today"

3. The Media I Will Use to Reach my Target Market

Website

  • Leverage the WordPress platform to modify the website for easier navigation, utilizing standard UX/UI practices.
  • Enable Google Analytics to track conversions/events related to downloads of lead magnet and scheduled calls.
  • Optimize the website to provide a seamless experience on mobile devices.

Social Media

  • Focus on LinkedIn as a primary platform to reach other architecture/design firms.
  • Weekly posts emphasizing the USP, success stories, and promotions.
  • Share visual content on Instagram; use the stories feature for behind-the-scenes looks.

Paid Advertising

  • Allocate a significant portion of the budget for Facebook Ads targeting small design firms in New Zealand.
  • Utilize LinkedIn Ads for B2B outreach targeting decision-makers of design firms.
  • Google Ads targeting design-related keyword search.

Content Recommendations

  • Generate blog content focused on marketing strategies and success stories for architects.
  • Create whitepapers or downloadable content on the successful use of the SIX-ai system in various projects.
  • Use case studies, infographics and visual representation of project values achieved.

Partnerships & Outreach

  • Collaborate with local architectural associations or institutes for workshops or speaking engagements.
  • Establish a referral partner network with design software companies.
  • Approach tertiary institutions (architecture or design schools) for student engagement programs.

SEO and Content

  • Focus on keyword strategy around 'architect marketing', 'high-value projects' and 'design firm growth'.
  • Optimize on-page elements including meta tags, header tags, and image alt tags.
  • Regular blog updates to improve organic visibility.

Offline and Local Media

  • Participate in architecture or design-themed events, to network and potentially offer workshops.
  • Consider sponsorships with architectural or design organizations to increase brand visibility.

Online Events

  • Host monthly webinars on topics that resonate with target audience, such as 'Winning high-value projects' or 'Architectural Marketing 101'.

Online Networking

  • Participate in professional forums such as Archi-Forum or DesignTalk.
  • Engage in related Facebook groups or LinkedIn communities, contributing valuable insights to build credibility.

Cold Outreach

  • Reach out via LinkedIn to decision-makers of firms meeting target criteria.
  • Drive an email marketing campaign focused on the benefits of the SIX-ai system.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Comprehensive Guide on 'How to Win High-Value Projects in Architecture'
  • Free webinar: 'Architectural Marketing 101: Secrets to Higher-Value Projects'
  • Self-Assessment 'Is Your Firm Ready for High-Value Projects?'

Tripwire Offer

  • Deep dive strategy session or audit to uncover hidden potential in current marketing
  • Mini-course: 'Building Your First Architectural Marketing Funnel'

Welcome Sequence

  • Welcome email introducing Architect Marketing Institute and SIX-ai program
  • Success-story email spotlighting a past client and the results they achieved
  • Product highlight email detailing features and benefits of the SIX-ai system

Segmentation

  • Segment leads based on the size and scope of their firm and projects
  • Segment leads based on level of interest indicated by actions (downloads, attended webinars, opened emails)

Chatbot and Automation

  • Implement chatbot on website that offers lead magnet in exchange for contact details
  • Use GoHighLevel CRM for automation like follow-up emails after downloading lead magnet

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email, SMS, webinars, landing pages, scheduling
  • Recommended improvements: Implement stronger segmentation based on firm size and project scope

Automated Follow-Ups

  • Post-opt-in email sequence introducing SIX-ai and showcasing client success stories
  • Re-engagement emails for users who attended webinars but didn't schedule a game plan call

Newsletter

  • Frequency: Monthly
  • Topics: Success stories, architectural marketing tips, SIX-ai program benefits and features
  • Segmentation: Segment by engagement (clicks, webinar attendance, email opens) and firm size

Retargeting & Ads

  • Meta (formerly Facebook) retargeting ads to nudge users who downloaded the lead magnet but did not attend a webinar
  • LinkedIn retargeting ads focused on decision-makers of design firms

Social Media and Content

  • Posting frequency: Twice weekly on LinkedIn and Facebook
  • Content type: Success stories, tips for winning high-value projects, benefits of the SIX-ai program

Webinars and Events

  • Suggested cadence: Monthly webinars highlighting the value and use of SIX-ai program in securing high-value projects

Other Nurture Channels

  • Implement a chatbot on the website for instant engagement and to offer lead magnet
  • SMS reminders for scheduled webinars, game plan calls, and SIX-ai program updates

3. Sales Conversion Strategy

Sales Process

  • Review lead flow from Facebook ad to lead magnet, group zoom call, personal game plan call, then sale.
  • Identify friction points in current process and implement solutions.
  • Ensure seamless integration with GoHighLevel CRM throughout the sales process.

Sales Assets

  • Create a script for the group zoom call focusing on revealing value and overcoming objections.
  • Develop a sales playbook including scripts, SOPs, and proposals.
  • Create a pitch deck showcasing the benefits and proven success of the SIX-ai system.

Testimonials and Case Studies

  • Develop a process for collecting testimonials from clients successfully using the SIX-ai system.
  • Display testimonials prominently on website and in sales materials.
  • Create case studies from most successful clients and use in marketing materials.

Conversion Rate Insights

  • Track conversion rate from initial lead contact through to sale.
  • Identify points in the process with drop-off and implement improvement strategies.

Urgency and Offers

  • Develop time-limited offers to create urgency in the sales process.
  • Create scarcity around group coaching slots to encourage faster commitment.
  • Implement a 'fast action bonus' for clients who commit within a certain timeframe.

Guarantees and Risk Reversal

  • Reinforce guarantee (investment returned if three high-value projects not won) in all sales conversations and materials.
  • Develop a clear, no-hassle refund policy to address risk concerns.

Shock and Awe

  • Send a personalized welcome package to new clients with branded materials.
  • Send a small gift or virtual gift card to prospects after a successful one-on-one call.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a personal video introduction from team
  • Complimentary kickoff call to clarify the SIX-ai program journey
  • Detailed guidebook for onboarding mailed as a welcome gift

Communication Cadence

  • Weekly automated email updates on project progress
  • Bi-weekly interactive group zoom calls for troubleshooting and brainstorming
  • Monthly one-on-one calls for personal accountability

Client Education

  • Provide special access to our 'Vault of Success'—examples and case studies from successful client implementations
  • Weekly educational drip-email series to navigate their marketing journey

Personalized Touches

  • Send small surprise gifts upon achieving each milestone
  • Appreciation video message from team on project completion
  • Personal postcard check-ins year-round

Visuals and Documentation

  • Provide clear before and after snapshots of efforts and impact after each project
  • Detailed monthly progress report with big wins and improvements

Feedback and Proactive Support

  • Proactive 'pulse check' surveys every six months
  • Rapid response system for identified issues

Guarantee or Promise

  • Reiterate and reassure with our 'Win 3 or Free' project promise

Operational Excellence

  • Consistent scheduling and punctuality for calls, meetings, and updates
  • Strict adherence to professional appearance and communication standards

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounts for annual contract renewals.
  • Create long-term contracts with built-in renewal incentives.

Upsells & Cross-Sells

  • Develop advanced marketing packages for established firms.
  • Offer add-on services for outsourced marketing task management.

Bundling & Packaging

  • Bundle multiple coaching sessions into premium packages.
  • Offer automated marketing system setup as an upsell.

Loyalty & Retention Programs

  • Implement a loyalty point system for each contract renewal.
  • Create a VIP program for clients providing valuable referrals.

Custom Services and Personalization

  • Enable personalized consultation services as a premium feature.

Pricing Strategy

  • Offer discounts for long-term commitments.
  • Implement value-based pricing for highly personalized services.

Customer Data and Insights

  • Leverage GoHighLevel CRM for tracking customer engagement.
  • Implement systems for identifying potential churn and create preventive measures.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cash reward for each successful referral who joins the SIX-ai program
  • Discount on renewal for the referrer if referred customer completes a full billing cycle
  • Free consultation for the referees, offering personalized project value growth strategies

Shareable Assets

  • Pre-made social posts, focused on key benefits of the SIX-ai program
  • Ready-to-forward emails with referral codes and compelling program details
  • Customizable landing page formats for affiliate referrals

Timing and Triggers

  • Ask for referrals after successful milestones achieved with the SIX-ai program
  • Automated email sent after noticeable success on their projects, suggesting referral

Client Success Stories

  • Actively collect, publish, and promote testimonials from successful clients as inspirations
  • Shared on social media and email newsletters to constantly remind customers of potential referral gains

Referral Contests

  • Quarterly referral challenges, exception customers with most qualified referrals win a free cycle of service

Partner or Affiliate Programs

  • Affiliate program with unique tracking for influencers in architectural and design community

Thank-You Experience

  • Special recognition for top affiliates on the company’s website and social channels
  • Premium gifts (e.g., high-quality architect tools or accessories) sent to highest referrers

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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