Design - free course from Skillbox, training, Date: November 26, 2023.

Is there marketing in architecture?
Find out what are the ways of marketing development in architecture. You will understand how marketing works using examples from a Russian bureau, a Western bureau, and a separate project. You will understand what a brand map is, what it consists of and why it is needed.

What's happening in the market
Learn to identify and analyze competitors. Learn how to evaluate and compare your company's marketing activities with competitors. Master SWOT analysis tools.

Brand platform
Find out what a brand platform is and why it is needed. Learn to create a USP and positioning. You will understand how to formulate a brand’s mission and vision using a questionnaire. Explore additional components of the brand platform.

Working with positioning
Master the theory of archetypes in branding. Learn to identify the archetype and tone of voice of your brand. Learn how to write positioning text for different channels.

Client avatar
Learn to identify your target audience and segment it. You will understand how to conduct in-depth interviews, find the client’s main problems and create his avatar.

Promotion channels
Find out through which promotion channels you can influence client behavior. Learn to create key advertising messages for different audience segments and create a communication matrix.

Content
Learn the basics of storytelling. You will understand how to distinguish a good text from a bad one. Learn to write technical specifications for a copywriter in order to use texts to talk about the project in an original and interesting way. You will learn when renderings, drawings and diagrams are appropriate and how to use them wisely.

External communications: PR
You will learn what types of media there are and how to interact with them. Learn to create news feeds to promote an architectural bureau. You will understand how to form a base of loyal journalists.

External communications: events
Find out what types and formats of events can be used to promote an architectural bureau. Learn to plan and conduct such events and evaluate their effectiveness. Consider networking hacks.

Digital: website and CRM
You will understand how the website of an architectural bureau works for promotion and sales. Learn to evaluate sites based on key criteria. You will find out where to look for a contractor to create a website and draw up technical specifications for him. You will understand which companies need CRM and why.

Digital: social networks. Part 1
You will find out in which social networks and how to promote your architectural bureau. Learn to think through the presentation and positioning of the company. You will understand how to manage social networks effectively, based on the brand platform and target audience.

Digital: social networks. Part 2
You will understand how to plan and organize work for promotion. Learn to develop a profile header and taplink, create a content plan for Facebook and Instagram. You will learn how to draw up technical specifications for a contractor for maintaining social networks and creating posts.

Digital: targeted and contextual advertising
You will understand what results can be obtained from contextual and targeted advertising. Learn to set a goal for an advertising campaign, calculate a budget and analyze the effectiveness of advertising.

External communications. Cross promotion. Souvenirs and printing
Learn to identify suitable partners for cross-promotion. Learn what corporate identity is and why it is important for cross-promotion. You will understand how to use souvenirs and printing to promote an architectural bureau.

Internal marketing. Team
You will understand what internal marketing consists of and how it affects sales and reputation. Learn the golden triangle of marketing and the SERVQUAL approach. Learn to evaluate internal marketing against key criteria and create a plan to improve it. You will understand how to manage a team and successfully promote a bureau.

Implementation and evaluation
Learn to implement and evaluate marketing tools to promote an architectural firm. You will find out what problems may arise at the implementation stage and understand how to solve them. Learn to evaluate the competencies of outsourcing specialists.

Graduation project. Development of a marketing plan
You will create a six-month marketing plan for an architecture firm. Select effective promotion tools, draw up an action plan and determine the planned results.