Paul Jones, Oceanarc Architects
Photograph supplied
ARCHITECTURE MARKETING 360: CASE STUDY #9
Paul Jones, Oceanarc Architects
Paul Jones of Oceanarc Architects in Byron Bay, Australia, completed Architecture Marketing 360 in mid-2022. Paul generously provided feedback about what he found useful and valuable, what could be improved in future, and how his feelings about marketing his practice improved as he took the course.
I’m grateful for his feedback, which has been lightly edited here.
Overall, Paul rated the course 4 out of 5 stars, saying that “the most valuable outcome was focusing on defining my ICA, and a positioning statement. Perhaps I need more work on USP, but this really gave me time to consider what I was about and who I was pitching to.”
You can find more details about Paul’s experience of completing the Architecture Marketing 360 CPD course below, and visit his website here.
“I think the most valuable outcome was focusing on defining my ICA, and a positioning statement.
Perhaps I need more work on USP, but this really gave me time to consider what I was about and who I was pitching to.
All the info was helpful, and there were lots of interesting links to further reading, which I probably have not exhausted yet. The website review sessions were very interesting, and make cyberspace more comprehensible.”
— Paul Jones, Australia, 2022
1. How were you feeling about your practice marketing before and after taking the AM360 course?
(Score out of 10, where 1 is worried, overwhelmed and anxious, and 10 is relaxed, informed and motivated.)
Before: A bit disorganised and lacking focus
After: I feel better equipped to undertake meaningful focused activities
2. Did you have any initial hesitations about committing to the AM360 course? If yes, please describe them.
Yes, I have not been too bothered with marketing for a while due to business, and I am not a great salesman.
3. What helped you to overcome those concerns and decide to enrol?
Work slowed, and I realised my online profile needed work, including the web site.
4. How satisfied were you overall with the AM360 course?
4 out of 5 stars
5. 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.
6. In relation to the course content, what were the main marketing topics or problems you wanted to learn more about in the course?
I think niche marketing, or how I could set my message to survive in a crowded marketplace.
7. Did the course address those topics or concerns in sufficient detail for you?
I think the most valuable outcome was focusing on defining my ICA, and a positioning statement. Perhaps I need more work on USP, but this really gave me time to consider what I was about and who I was pitching to.
8. Did you find the suite of materials suited your learning needs? Please provide details, including any suggestions for improvements in future iterations.
Yes, all info was helpful, lots of interesting links to further reading, which I probably have not exhausted yet.
9. Did you find the Facebook group and live Zoom sessions useful to gain additional support?
Zoom meetings were very helpful, Facebook less so. I like the congeniality of our profession and learning off one another, social media is often one up (manship)!
10. In relation to Rachael's presentation style, do you have any suggestions or recommendations for future improvements?
As small practice has limited resources, I cannot afford a media person in house, and it’s impossible for me to maintain say a weekly email blog or some such.
11. 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
12. Were the Website Review sessions helpful - including an overview of website metrics and performance, and reviews of participants' websites?
Very interesting and makes cyberspace more comprehensible.
13. 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
14. 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
15. Would you recommend the AM360 course to other architects and designers? Why or why not?
Yes, very well structured and particular to the practice of architecture.
16. Did you think the course was good value for money?
With CPD yes.
17. 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?
Certainly worth 6 points, quite a bit of work actually.
18. Is there anything else you’d like to add about your experience, the course delivery, materials, the presenter, or suggestions for future iterations?
I accept the world is changing, but I am nostalgic for a past where the profession seemed to be more about advancing the knowledge and professionalism of our members, sharing and encouraging. Today, I do feel it’s all about competition and constant self promotion. Is there a middle way?
“I recommend the AM360 course to other architects and designers because it’s very well structured and particular to the practice of architecture.”
— Paul Jones, Australia, 2022