The Marketing Framework for AEC firm leaders.
Potential clients move through a buying process long before they call you. Shouldn't your marketing meet them at every stage, not just the last one?
The AEC Marketing Framework turns scattered marketing efforts into one connected system, so your firm shows up throughout the entire buying process.
What changes when you work from a framework?
WHY DO I NEED A FRAMEWORK?
In most firms, marketing isn't one person's job. It's split across principals, project leads, and the marketing department, each working from a different idea of what matters.
With the AEC Marketing Framework, your team stops guessing which marketing investment matters. Everyone is organized and aligned around the same business goals.
WHAT IS THE AEC MARKETING FRAMEWORK?
The AEC Marketing Framework helps firms attract, win, and keep clients.
Essentials
Essentials are the foundation. Once these six Essentials are in place, your marketing works throughout the entire client buying process, not just at the proposal stage.
1.
Ideal Client Profile (ICP)
The firms and institutions you're built to serve.
2.
Brand
The look, voice, and tone that makes them notice you.
3.
Website
Where they go to decide whether you're a fit.
4.
Client Relationship Manager
Every relationship and pursuit, tracked in one place.
5.
Proposal
The process that turns a shortlist into a signature.
6.
Client Success
The work that turns one project into the next one.
Channels
Channels are the levers. Pull the ones that reach your ICP and align with business goals to build awareness, position expertise, and drive traffic to your website.
Social
Linkedin • Instagram • YouTube • TikTok • Houzz • etc.
Search
AEO • GEO • SEO • Thought Leadership Content • Reviews • etc.
Paid
Social Media Ads • Search Ads • Sponsorships • etc.
Events
Webinars • Conferences • Association Events • etc.
PR
Awards • Podcasts • Media Pitches • Press Releases • etc.
Other
Email Newsletter • Outbound • Board Positions • etc.
HOW DO I USE THE AEC MARKETING FRAMEWORK?
There are three ways to use the framework:
1. As an Audit. Score your six Essentials and mark what's strong and what's missing. Then look at your Channels against business goals and your ICP. The gaps are your marketing plan.
2. As a Plan. Every new tactic gets the same question: what part of the framework does this serve, and is that the part we need now, tomorrow, or next year?
3. As an Operating System. Once the framework is in place, marketing stops being a pile of open questions. Every initiative has a home, an owner, and a reason to exist.
Take the AEC Marketing Audit.
WHERE DO I START?
NEED HELP PUTTING IT TO WORK?
Hello! I’m Jessica Wyman, chief marketing strategist and graphic designer.
I’ve spent the past two decades building healthy marketing systems and client relationships for AEC clients and startups.
I know how hard it is to feel overwhelmed with marketing. I created the AEC Marketing Framework to provide firm leaders like you with the clarity and focus needed to stay on top of marketing.
See how I help firm leaders like you put it to work >
