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Marketing & Branding

Can rebranding transform your business? Consider this firm’s story

Regular readers of The Friedman File know that we feel strongly about the role thought leadership can play in carving out a strong market position. In this issue, we’re going behind the scenes with one architecture firm that has gone all-in with this strategy to see how it has transformed their business.

To appreciate the full picture, let’s go back five years. As healthcare architects, Array Architects (Philadelphia, PA) had been competing against some of the largest firms in the country, but they knew that trying to keep up with those firms on portfolio wasn’t a winning formula.

They also saw margins eroding coming out of the recession. Their clients, like many, were under market pressures requiring them to stretch their design and construction budgets. It was becoming a race to the bottom. Array was also facing an ownership transition challenge. Older partners were nearing […]

By |2017-06-12T09:52:01-04:00February 2017|Case Studies, Marketing & Branding|

If you’re tired of hearing about thought leadership, read this

In this issue of The Friedman File, we take a closer look at the changing world of marketing — and how to effectively seize the biggest opportunity that is sitting right in front of us.

The two most effective ways to engage a business audience are improving thought leadership and using a multichannel message strategy, according to marketing research firm Marketing Sherpa (Jacksonville, FL). In other words, having something valuable to say and saying it consistently via several methods.

These are proven strategies that firms in the A/E/C and environmental consulting industries are perfectly positioned to use to become visible leaders in their markets and better integrate their marketing and business development. Yet too many firms remain focused on parroting out projects won and people promoted instead. And, unless you’ve just hired the world’s foremost expert on healthcare design or geothermal engineering, clients aren’t listening […]

By |2017-06-12T09:42:59-04:00August 2016|Case Studies, Marketing & Branding|

What makes you different? It’s time to find out.

Now more than ever, firms are struggling to determine what makes them different in the eyes of their clients. For clients, when multiple firms appear to be equally technically competent, it can be difficult to distinguish one firm from another. Many firms spend countless hours trying to determine their differentiators, value, and benefits — with very mixed results.

In this issue of The Friedman File, business partner Sally Giedrys of Artisan Communications shares a wonderful, effective process for tackling this difficult task. Sally is a deft researcher, ghostwriter, and PR/communications consultant who has collaborated with me on numerous projects for architects, engineers and environmental consultants. — Rich Friedman.

During my many years of working in the marketing realm, there have been three mainstays that infuse everything I do — from coaching to copywriting to assessing and reviewing communications efforts to setting strategy and developing brand […]

By |2024-06-21T12:59:33-04:00April 2014|Business Strategy, Marketing & Branding|

When social media is worth your time

In this issue, I’ve asked long-time business partner Sally Giedrys of Artisan Communications to follow up on her January 2012 The Friedman File article (Social media: strategy, not hype) by sharing additional thoughts and A/E/C industry case studies. — Rich Friedman.

While the use of social media is skyrocketing all around us (including in the markets we serve), few A/E/C firms are taking full advantage. And those that are, are using social media more for employee engagement and recruiting: connecting with new hires on LinkedIn and Facebook pages that focus on new projects, employee awards and fun around the office, for example.

We’re missing the marketing opportunity.

In fact, when Building Design + Construction surveyed A/E/C professionals about their firm’s social media use, just 28% said they use social media as a marketing and promotion tool. And more than half (61%) said their firms aren’t […]

What’s the secret sauce? The story of Nelson\Nygaard

Occasionally, I come across firms that cause me to scratch my head and ask, “How do they do that?” Such was the case last year at the A/E Advisors’ CEO Forum in Scottsdale. There, I met Paul Jewel of Nelson\Nygaard, an 80-person transportation planning firm based in San Francisco, with six other offices across the country.

Paul has the title of COO. His firm does not have, and has never had in its 25 years, a CEO. Nor does it have a Chairman of the Board. But those are just a few of the interesting quirks about this firm, which Jewel refers to as “a bunch of progressive planners who began with two women working out of a garage.” Since those humble beginnings, the firm has grown significantly and, says Jewel, is “changing the world one project at a time.” Before you dismiss Nelson\Nygaard […]

Making PR pay off: projecting thought leadership

During my more than 17 years as a growth strategy consultant to A/E/C and environmental consulting firms, I’ve been mystified why so many firms have so much difficulty grasping the art of strategic messaging in the area of public relations (PR).

Even in this day and age, when terms like “thought leader” and “subject matter expert” are bandied about, it’s the rare firm that successfully steers clear of inwardly focused, self-serving press releases about projects won/completed, and people hired/promoted. These announcements, which I refer to as “transactional” rather than strategic, are perpetuated on web sites, in newsletters and sometimes even in quals packages. Yet they do little to convince clients that you understand their universe, their pain points and what information they need to be successful in today’s economy. Further, they’re a real yawner for editors of trade journals and professional association publications.

But enough […]

By |2017-07-18T15:26:39-04:00March 2012|Marketing & Branding|

Social media: strategy, not hype

Two questions my clients routinely ask are, “We’ve read a lot about Facebook, Twitter, LinkedIn, and other social media tools, but do they really help to market and sell professional services?” And “What should our firm be doing in this arena?” In this issue of The Friedman File, I’ve asked one of my long-time business associates (dating back to our ZweigWhite days 15 years ago) Sally Giedrys of Artisan Communications ( to share her thoughts on social media strategy and critical success factors. Sally is a deft researcher, ghostwriter and communications consultant who has collaborated with me on numerous projects for architects, engineers and environmental consultants. In addition, she has crafted and implemented social media content for many service and experience-oriented businesses and contributes to industry blogs (both on behalf of Artisan Communications and many of our clients) — Rich Friedman.

Over the past […]

By |2024-06-21T12:59:33-04:00January 2012|Marketing & Branding|

The key to killer short list presentations: go long on them, short on you

As many of you know all too well, competition among A/E/C and environmental consulting firms has become extremely intense. In addition to key pre-positioning and business development strategies I’ve addressed in previous issues of The Friedman File, the shortlist presentation is where the proverbial rubber meets the road. It’s your last shot at winning the business. Yet with all that at stake, one of the biggest problems I observe is the lack of a well-conceived, crisp message. Often, the content ends up rambling, running long, or otherwise failing to influence.

One of my consulting partners, Terri Langhans, CSP, (Certified Speaking Professional), is out to change that. I first heard Terri present her “Maverick Marketing” program at a Society for Marketing Professional Services (SMPS) national conference a few years back. She has cleverly named her company “Blah, Blah, Blah.” (Not surprisingly, her URL is, and […]

If there was ever a time… maximizing your marketing & BD ROI

With many A/E/C and environmental consulting firms experiencing layoffs, salary freezes/reductions, benefit cuts, and other cost-cutting measures, it’s more important than ever that firms invest their precious marketing and business development (BD) overhead dollars wisely.

Getting more staff involved in BD (especially project personnel), in ways commensurate with their role, career juncture, and skills is a no-brainer when compared with the alternative of relying on a few key rainmakers. But this approach also requires a commitment to training, coaching, and mentoring — a commitment that is lacking in many firms in good times and bad.

Complicating the return-on-investment (ROI) equation is the inherent challenge of measuring marketing and BD ROI, as the overall sales process for a professional services firm is non-linear, serendipitous, and circuitous. It can be a “black box,” with multiple strategies and touches contributing to a new client or new project. That […]

By |2017-07-12T17:12:29-04:00March 2009|Business Development, Marketing & Branding|
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