CLIENT: Claus Rademacher Architects
INDUSTRY: Architecture & Interior Design (luxury office, luxury residential)
AUDIENCE: Homeowners, Business Owners, Potential Talent (secondary), Past Clients (secondary)
CONTRIBUTION: Branding, Marketing Strategy, Content Plan, Copywriting, Graphic Design
Claus Rademacher Architects is a small architecture and interior design firm located in Manhattan, NYC. With cliente that have views that range from Central Park to the beaches of The Hamptons, their product is high-end and service exceptional.
CFR lacked a cohesive strategy for presenting itself as a brand and how to market itself to potential and former clients in a meaningful way. After interviewing internal staff members and auditing existing materials, it was clear that there was a disconnect between the quality of the firm's work and its external perception.
Process & Strategy
SHORT-TERM MARKETING PLAN
1. Branding - Created sample brand standards and guidelines to use when producing any new external communications, recommended tone and provided sample copy for channels like email, website, and social media, and provided checklist of touchpoints which needed to be updated with final branding from business cards to the firm's website.
2. Social Media - Reviewed use of social media and outlined existing/new channels that made sense for their target audiences:
LinkedIn: Recommended LinkedIn page to grow awareness of brand within the industry and attract talent while recruiting. Use posts to connect with peers and highlight the more technical elements of their work that made each project unique and include construction photos and other information that would be of interest to industry insiders. Show off awards and press coverage. Join and engage in industry groups.
Facebook: Use to connect with past clients and potential talent with less technical language. Use posts to celebrate finished projects, announce new hires, show off awards/news coverage, provide tips or 'did you know?' posts for maintenance and link back to website, DIY tips, and showcase office culture.
Pinterest: Use boards to showcase project mood board and completed projects
Houzz/Industry Sites
3. Website - Update look an feel to reflect higher-end product and use primarily to convey credibility to potential clients evaluating options. Use homepage to showcase latest project snapshots through visual rotational callouts that link to more detailed interior pages. Flaunt the expertise of staff and describe the service that extends beyond industry norms. Launch blog with tips on how to maintain condition of projects, cost-effective upgrades with high impact/ROI, trends, etc.