Do you have a constant pipeline of
enjoyable and profitable projects?
Or do your marketing efforts fail to produce your desired results?
There are plenty of reasons why architects are not naturally great marketers….
Marketing and business development isn’t taught at uni, and there is little CPD to guide you. Putting yourself out there and touting for new work can feel uncomfortable; some architects would rather let the work speak for itself.
Even if you are interested in marketing, it can be hard to piece together all the moving parts, which leads to overwhelm. You’re probably too busy working on client projects to learn these new skills, or to implement consistent marketing activities.
That’s why you need a proven system,
designed specifically for architects.
Because great architecture marketing isn’t just about enhancing your reputation or becoming more visible in the media. It certainly helps to be seen as a trusted authority or an expert in your field, but great marketing should do more than that.
Great marketing should generate a pipeline of new clients and projects - of the kind you love to work on - so that your business is sustainable and profitable in the long term.
Because when you have a constant and reliable project pipeline, you can afford to say “no” to projects that don’t suit you, and be more discerning about the work you choose to accept.
Sounds great… how do we get there?
Sounds Like Design’s Architecture Marketing 360 Course sets out an easy-to-follow marketing system so you can:
get clear on your highest priority future clients;
identify what sets you apart from competitors;
work out your key messaging; and
disseminate that messaging to your ideal clients via the six most valuable channels for architects.
The Six Channels are Referrals, Email, Social Media, Publishing and Awards, and they all feed into the most important channel: your Website.
Or scroll down to see what’s inside, including a video tour of the modules, a list of modules and course topics, the CPD learning outcomes, Rachael’s credentials to teach this course, a sample video, and a workbook extract.
What’s inside the AM360 CPD course?
Architecture Marketing 360 is now available as a DIY self-paced program so you can get started as soon as you like and complete the course in your own timeframe. It’s the only course of its type in Australia; it was designed specifically for architects to distil and convey the most important tenets of business development and marketing in the easiest and fastest way possible. You can take a tour of the course modules in the 12-minute video below.
CPD Learning outcomes and credentials
In Australia, you’ll earn 6 Formal CPD points, and at the end of the course, you’ll have all the knowledge you need to positively transform your practice: to raise awareness of your services and generate new project leads. You can find out more about the CPD Learning Outcomes here and view Rachael's credentials to teach the course here.
Course modules
The course is delivered via an online learning system, and it contains 10 module, including:
Before we Begin – set up your Google Analytics (GA4) and Marketing Metrics tracking spreadsheet, and capture benchmark data so you can monitor your performance and progress as you implement what you learn in the course;
Day 1: Determine your ICA (Ideal Client Avatar) and Marketing Budget – who are you appealing to, and what’s a reasonable budget to spend on marketing your practice?
Day 2: Identify your USP (Unique Selling Proposition) – what sets your practice apart from competitors and other design services operating in the market sectors you serve?
Day 3: Referrals – how you can collect client feedback and use it to appeal to future clients?
Day 4: Email Marketing – why you need to grow your list and use it to build knowledge, likeability and trust with your target audience?
Day 5: Social Media – how to use the right social media platforms to reach your ideal clients and raise awareness of your offering, so you can direct traffic to your website;
Day 6: Publishing – how to strategically position stories about your practice, projects and expertise, to speak to the concerns and issues of your potential clients;
Day 7: Awards – unlock the value of your awards investment by carefully choosing which programs to enter, and preparing entry text that appeals to three key audiences, then, easily repurpose that content into marketing materials for your other channels, later on;
Day 8: Website – the five channels listed above should all invite your potential ideal clients to visit your website, where you can continue the conversation and convert them into clients;
Day 9: Implementation plan – now that you understand the Six Channel System for marketing your architecture practice, you’ll receive a step-by-step priority list of tasks to tackle in order, to kick-start your implementation.
What’s inside each module?
The 8 core modules contain:
A training video, ranging in length from 10 to 30 minutes - see below for a sample from Day 1
Video transcripts that you can refer to and search for key concepts and ideas
Powerpoint slides, and
Other resources including relevant blog posts and articles by other marketing experts.
When you complete each module, click on Next Lesson or Submit to Complete, to unlock the following Module.
You’ll also get an email to let you know you’ve unlocked the next module, and it contains a link for you to access it quickly.
Course Workbooks
The course also contains 3 Workbooks that will guide your implementation plan and double as your CPD tasks.
You can download an extract from Workbook 1 - to accompany the sample video above - by clicking on the workbook image:
Get your questions answered inside the course
There are three ways to get more information or ask for clarity from Rachael:
Join the private course Facebook group where current and past participants share their insights;
Answer the Quiz questions in the modules - your answers are only visible to Rachael, and she will email answers to any queries you have
Use the Comments fields to ask questions that all participants can see, to get more information or start a discussion.
Do the course with a group of colleagues or friends
Some architecture practice owners are putting several team members through this CPD course - to build knowledge and capacity across their businesses - so they can delegate now and succession plan later.
Or maybe you’d like to complete the course with a friend, so you have an accountability buddy to keep you on track and discuss your new knowledge with.
Either way, you can take advantage of the following group enrolment discounts:
For two people – 20% off both enrolments using the coupon TWO20 – via this link (book separately to get your individual logins)
For 3 or more people - 30% off each enrolment using the coupon THREE30 – via this link (book separately to get your individual logins)
And if you purchase three or more enrolments, the practice owner gets a complimentary enrolment too. Get in touch via email to arrange yours with Rachael.
“No other CPD course has been quite like Rachael’s Architecture Marketing 360 course. Beyond an in-depth insight into the technicalities of architectural marketing, this course asks participants to identify and rethink the principles of their current marketing position and strategies, and experiment with new channels. Rachael’s course is results-focussed, with outcomes directly applied to one’s own practice.”
Angela Rheinlaender,
Studio 203
“I feel better prepared now, knowing it’s an ongoing thing, not an overnight thing.
I recommend the course to other architects because I realise now that it’s probably better to get a professional to handle marketing, because many of us practitioners are not in the league of others who have an SEO manager, and publicists, in all reality.”
Christopher Hewson,
Architect Hewson
“Now I feel like I know what to do next, to ramp it up. It’s trial and error, but at least I’m moving in the right direction. I thought the course contained lots of great info and access to Rachael to ask questions. I’d recommend it to other architects because you don’t know what you don’t know.
And we need to know how to communicate our value, not take it for granted (because no one else does).
Sarah Hobday-North,
Value Architects Group
What are the benefits of doing this course?
The AM360 course is online so you can attend from anywhere and work through the self-guided program at your own pace. It’s delivered via an online learning platform with emails, videos, Q&A sessions and a private Facebook Group, so you can ask questions and obtain support from archi-marketing expert Rachael Bernstone.
You’ll also receive practical workbooks and easy-to-follow instructions, to fast-track your implementation.
In Australia, you’ll earn 6 Formal CPD points, and at the end of the course, you’ll have all the knowledge you need to positively transform your practice: to raise awareness of your services and generate new project leads.
Click here to view the Learning Outcomes for this course, and here to read Rachael’s credentials to teach it.
Once you’ve implemented this system, you can track your progress and performance using data and analytics. These insights will enable you to make informed decisions about your future marketing activities - based on what you know is working! - to maximise your return on investment and enhance your pipeline
If you don’t yet fully understand the tenets of modern marketing and how they apply to architects - but you want to build a pipeline of enjoyable and profitable projects - this course is for you.