We attracted clients to a challenging B2B niche for an architectural company
About the project
For over 10 years, The Bureau of Initiative Architecture GA has been engaged in the design of public spaces, from playgrounds to entire cities. Their portfolio includes over 60 projects across Ukraine.
Architect Vlodko Zotov contacted us with a request to develop a comprehensive digital strategy. The goal was to launch online, attract new clients, and boost the bureau’s recognition by developing a personal brand.
Bright banners and targeted ads are not a viable solution in the event of the narrow focus of the niche on urbanism and city planning, which required an in-depth analysis and specialised tools to achieve a desired result.
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Tasks
To analyse the client’s niche, target audience, and competitors; to devise the presentation, content themes and visuals; to draft promotion channels on social media and external media platforms; and finally, to develop a marketing strategy for the brand.
The main challenge of the project is the narrow audience of investors, who are difficult to engage with in the digital space.
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Result
The client received a comprehensive market analysis and ready-made promotion tools: SMM, targeting, website structure, and a plan for placing PR information on digital platforms.
Within the scope of strategy implementation, the client received requests for services, as well as brought back former clients who saw the posts. -
Tools
- Digital strategy
- SMM
- Content marketing
- Targeted ads
- SEO
- PR
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Marketing analysis
- We analysed target audience
- Studied the promotion strategies of competitors
- Provided expert conclusions and recommendations
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Social media
- We developed the tone of voice of the brand
- Devised a promotion strategy for Instagram, Facebook та LinkedIn
- Drafted a content plan and texts
- Worked out a visual concept of the profile
- Created sample posts and story visuals
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Website
- We conducted website audit and gave expert feedback
- Collected a semantic core and wrote; meta tags in Ukrainian and English
- Structured sections and pages of the website
- Mapped out a content SEO-optimisation plan
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Promotion
- We developed an advertising plan and budget
- Compiled a list of informational websites, digital-resources for posts, rankings for participation, and industry events to attend
- Devised a promotion strategy for LinkedIn
Client feedback
In my perspective, the paramount result of work is the flow of requests, signed contracts and employment opportunities during wartime. Presentations and regular publications have paid off — we are receiving new requests. Old clients are coming back to us; apart from that, I got a new one at the presentation.
