Sarah Hobday-North, Architect GP and Value Architects Group
Photograph supplied
ARCHITECTURE MARKETING 360: CASE STUDY #7
Sarah Hobday-North, Architect GP and Value Architects Group
Sarah Hobday-North - an architect who is based in Melbourne, Australia - completed Architecture Marketing 360 in the first cohort in September 2020.
At the time, she was running her micro-practice Value Architects Group, and she’s since founded Architect GP - an new architecture business/movement, which she describes as “an approachable way for smart homeowners to get what they really want from their home”.
In both of these businesses, Sarah applied many of the key concepts she learned about in the AM360 course, and I’m grateful for her feedback, which has been lightly edited here.
You can find more details about Sarah’s experience of completing the Architecture Marketing 360 CPD course below, and you can visit Architect GP here.
“Architects - I commend Rachael's course to you if for NO other reason than to learn the mechanisms and vocabulary of marketing that you need. From then on, all your other learning and dot-connecting will come so much easier.”
— Sarah Hobday-North, Architect GP and Value Architects Group, Australia, 2024
1. How were you feeling about your practice marketing before and after taking the AM360 course?
Before: Thought it was very basic, and ad hoc. I think the issue with the last 12 months is that I have completed lots of small projects that were not really photographable? I didn't have a strategy at all.
After: 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.
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?
Websites and email. The mailing list feels daunting, and how to leverage it is a bit of a mystery (less so now... but still a big task for a sole practitioner!) Other motivation for doing the course is to get an overview of the options for marketing, know the tools, make fewer mistakes, and not go down so many rabbit holes. I’m looking for sole practitioner efficiency.
6. Did the course address those topics or concerns in sufficient detail for you?
Yes, more detail and I'd be swimming. I'm still unsure about how to get baseline analytics. Websites is a big topic!
7. Did you find the suite of materials suited your learning needs? Please provide details, including any suggestions for improvements in future iterations.
The workbooks with links were very good. I can dip back in when I do marketing work for guidance. A page with summary links to the course videos would be good for future reference too - i.e. all references in files that can be stored on an office hard drive. (Note: the course is now hosted in a central location in an online learning management system).
8. Did you find the online group and live Zoom sessions useful to gain additional support?
Yes to all. Talking about it gives reassurance, and I'll always chip in!
9. In relation to Rachael's presentation style, do you have any suggestions or recommendations for future improvements?
Excellent knowledge. The voice over on the videos was well paced, could be re-recorded for next time to avoid stumbling over words (not meant to be mean...!)
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?
Gasp!?
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 (in October)
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?
Yes, 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. Cos no one else does.
17. Did you think the course was good value for money?
Yes. It was a lot of info and access to Rachael for the money.
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?
Seems OK to me - not a strong opinion. More is always good if you can get it!
19. Is there anything else you’d like to add about your experience, the course delivery, materials, the presenter, or suggestions for future iterations?
More participant interactions, more spilling the beans, but hopefully that will come with time.
“I’m finding the supplied workbooks with links are very good. I can dip back in when I do marketing work for guidance.
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 a lot of 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, Architect GP and Value Architects Group, Australia, 2020