Christopher Hewson, Architect Hewson
Photograph supplied
ARCHITECTURE MARKETING 360: CASE STUDY #6
Christopher Hewson, Architect Hewson
Christopher Hewson of Architect Hewson in Melbourne, Australia, completed Architecture Marketing 360 in cohort 1 in September 2020. Christopher generously provided feedback about his experiences, some of which we applied to improve the course in subsequent iterations.
I’m grateful for his feedback, which has been lightly edited here.
Overall, Christopher said the course helped him formulate a cohesive strategy to promote his practice and that after completing it, he felt better prepared to handle marketing, knowing it’s an ongoing thing, not an overnight thing.
You can find more details about his experience of completing the Architecture Marketing 360 CPD course below and visit his website here.
“I wanted to learn more about Websites and I had no idea what SEO was.
Now I understand that SEO is continual, and I all of this action can take months and even years to eventually filter through Google. And I’ve managed to look at lots of architects’ websites and checked out their keywords and rankings.”
— Christopher Hewson, Architect Hewson, Australia, 2020
1. How were you feeling about your practice marketing before and after taking the AM360 course?
Before: Thought it was very basic, and adhoc. I think the issue with the last 12 months I have completed lots of small projects that were not really photographable… I didn't have a strategy at all.
After: Better prepared, knowing its an ongoing thing, not an overnight thing.
2. Did you have any initial hesitations about committing to the AM360 course? If yes, please describe them.
No.
3. What helped you to overcome those concerns and decide to enrol?
Not applicable.
4. In relation to the course delivery, were you happy with the 3-week duration?
Yes, the 3-week course duration worked well for my learning needs
5. In relation to the course content, what were the main marketing topics or problems you wanted to learn more about in the course?
Website ideas, I had no idea what SEO was.
6. Did the course address those topics or concerns in sufficient detail for you?
Yes, But I think understanding SEO is continual, and I think the idea that all this action can take months and even years to eventually filter through Google.
7. Did you find the suite of materials suited your learning needs? Please provide details, including any suggestions for improvements in future iterations.
Yes, good combo
8. Did you find the online group and live Zoom sessions useful to gain additional support?
I was surprised that there were 10 participants but only a few had questions or want further information. Live Q+A could be good in such a small group.
9. In relation to Rachael's presentation style, do you have any suggestions or recommendations for future improvements?
N/A
10. Which of the 9 course topics did you find most beneficial?
Before we begin - set up your metrics
ICA (Ideal Client Avatar) and Marketing Budgets
USP (Unique Selling Proposition)
Channel 1 - Referrals
Channel 2 - Email
Channel 3 - Social Media
Channel 4 - Publishing
Channel 5 - Awards
Channel 6 - Website
Implementation plan
11. Were the Website Review sessions helpful - including an overview of website metrics and performance, and reviews of participants' websites?
Yes, very good. I have managed to snoop over lots of architect websites and checked out their keywords and rankings
12. Which architecture marketing topics would you like to learn more about in future?
How to create a lead magnet and the automated emails to deliver it
How to improve my website's visibility and appeal to future customers
How to improve my awards entries, and repurpose them as marketing materials
How to create a media kit and pitch my projects to publications
How to create a referral feedback loop to appeal to future clients and use testimonials in my marketing
How to enhance my social media presence and use social media attract new customers to visit my website
How to set up a pre-paid initial consultation on my website
13. Have you already implemented - or do you plan to implement - some of the marketing ideas and concepts from AM360 in your practice?
Yes, I have already implemented some ideas and concepts
Yes, I plan to start implementation soon
Yes, I plan to implement, but not straight away
No, I need more time to digest the materials before I think about implementation
No, I didn't find any of the ideas useful, so I won't be implementing them
(Questions 14 and 15 were not included in the original questionnaire).
16. Would you recommend the AM360 course to other architects and designers? Why or why not?
Definitely, especially during this time (Covid-19)
I know its probably better to get a professional to do it, bit many of us practitioners are not in the league of others who have a SEO manager, and publicists, in all reality
17. Did you think the course was good value for money?
Yes.
18. Do you think the allocation of 6 Formal CPD points is commensurate with the training? If not, should the course be worth more or fewer CPD points?
In Victoria, you just need to log your points at the moment
19. Is there anything else you’d like to add about your experience, the course delivery, materials, the presenter, or suggestions for future iterations?
Would be great to see and meet (VIA Zoom) other participants so that we are all together. It would be more collegiate I think as well. Even if it was just at the end maybe? To see how they all fared.
“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, Australia, 2020