AEC Marketing is more than just proposals.
Potential clients move through a buying process long before they call you. Shouldn't your marketing meet them at every stage, not just the last one?
The AEC Marketing Framework turns scattered marketing efforts into one connected system, so your firm shows up throughout the entire buying process.
What changes when you work from a framework?
WHY DO I NEED A FRAMEWORK?
In most firms, marketing isn't one person's job. It's split across principals, project leads, and the marketing department, each working from a different idea of what matters.
With the AEC Marketing Framework, your team stops guessing which marketing investment matters. Everyone aligns around one connected system moving toward the same business goals.
WHAT IS THE AEC MARKETING FRAMEWORK?
The AEC Marketing Framework helps firms attract, win, and keep clients.
Essentials
Essentials are the foundation. Once these six Essentials are in place, your marketing works throughout the entire client buying process, not just at the proposal stage.
1.
Ideal Client Profile (ICP)
The firms and institutions you're built to serve.
2.
Brand
The look, voice, and tone that makes them notice you.
3.
Website
Where they go to decide whether you're a fit.
4.
Client Relationship Manager
Every relationship and pursuit, tracked in one place.
5.
Proposal
The process that turns a shortlist into a signature.
6.
Client Success
The work that turns one project into the next one.
Channels
Channels are the levers. Pull the ones that reach your ICP and align with business goals to build awareness, position expertise, and drive traffic to your website.
Social
Linkedin • Instagram • YouTube • TikTok • Houzz • etc.
Search
AEO • GEO • SEO • Thought Leadership Content • Reviews • etc.
Paid
Social Media Ads • Search Ads • Sponsorships • etc.
Events
Webinars • Conferences • Association Events • etc.
PR
Awards • Podcasts • Media Pitches • Press Releases • etc.
Other
Email Newsletter • Outbound • Board Positions • etc.
HOW DO I USE THE AEC MARKETING FRAMEWORK?
There are two ways to use the framework:
As an audit. Score your six Essentials and mark what's strong and what's missing. Then look at your Channels against business goals and your ICP. The gaps are your marketing plan.
As a shared language. Every new tactic gets the same question: what part of the framework does this serve, and is that the part we need now, tomorrow, or next year?
Take the AEC Marketing Audit.
WHERE DO I START?
WHO BUILT THE AEC MARKETING FRAMEWORK?