Building Trade / Architecture
KPI Optimization
2024
Researching Architect Profiles For Marketing Models
While working with Garage Headquarters, specifically Doorwall Systems & Specified Building Products, I was tasked with creating them a digital strategy to increase their influence over architects. This strategy was focused around digital marketing, CTA optimization, and asset utilization across multiple platforms.
Developing Their Desired Profiles.
As with most of the building / trade industry, everything revolves around architectural choices. Architects having the most sway of influence over building processes, materials chosen, and end products. Although there was a sub group of focus being general contractors, only because once a project is handed over they can make last minute choices on the job site.
While researching this market, I found that it is overly saturated with marketing efforts. It seems almost every materials and product supplier wants this type of client on their side. The target demo is someone who already has significant exposure to other suppliers, so advertising and conversion efforts needed to be slightly more targeted and out of the box.
The assumptions that were made early into this design we’re confirmed after getting feedback from the sample audience. The desired end user wants direct solutions to complex issues, and they want those solutions to be within their network already, meaning outreach towards schools and training programs was essential to building a relationship.
The Solutions Presented
We landed on building them a new website that was geared more towards their specific audience. Their current website had the content but lacked the hierarchy to speak to what the desired user was looking for.
This website clearly segmented its audience into two segments, and offered a section where the company would now be reaching out to architects for AIA Continuing Education courses. The thought process was the end user would get exposed to the brand through external efforts, and outreach programs. Once on the site, we serve them content areas specifically geared towards their needs, and have the GH team foster that relationship.
Additional Notes / Takeaways
The main deliverable was an optimized website for the Garage Headquarters marketing teams to use to point the end users towards. The new site included tables and charts that architects and contractors could use in the case of needing a spec sheet. It also included files that the end user could download for their projects and modeling purposes.
