PR and Business Marketing Strategies
This California-based commissioning services firm wants to inform project partners and ownership groups about the value of commissioning beyond a compliance function. Commissioning services are required in California and some other states to assess whether the project has met certain building codes and standards of health and safety. But the team at 3QC prefers a relationship that begins at project conception and allows their team to consult throughout the project.
The firm’s marketing manager contacted Ingenuity due to our experience in A/E/C marketing. The owners initially wanted to showcase 3QC’s work on high-profile entertainment and sports projects while reinforcing the value of commissioning consulting throughout all project phases. We recommended a retainer for a set number of hours to let the firm try us out.
We interviewed one of the owners to brainstorm potential angles and stories that would interest project owners, construction managers and architects. These are the primary audiences that have influence to choose 3QC.
We then researched potential industry media that reach these audiences, creating a tailored media list of national and regional publications.
Once our story pitches were written and approved by 3QC, we reached out to specific contacts within the media list. Choosing organizations where 3QC is a member was part of the overall strategy to support more success with landing authored articles.
As part of our marketing strategy, we provided guidance to the marketing manager on public relations techniques to continue using after our initial project was complete. With a tailored media list to work from as well as key contacts, she is more likely to get a response from busy journalists and editors. For example, our extra research identified a specific reporter or editor to contact rather than using an info.com email address or a contact form to pitch her ideas.
For our first project, we pitched the angle of Owner Project Requirements (OPR) as a vital tool for supporting successful outcomes for the owner’s vision, but also ease of commissioning. This is a tool used to specifically state the purpose, goals and desired outcomes of a project. It was the perfect idea to pitch to the Construction Management Association of America (CMAA), which represents more than 16,000 owners and certified construction managers.
CMAA’s editor picked up the idea for the organization’s e-newsletter, which links to the full article and bio for 3QC’s co-owner. Ingenuity worked with 3QC’s owner to write the article according to required word count, requested images and deadline. 3QC was very pleased with this first successful PR hit. They asked us to expand our consulting to maximize the firm’s web search engine optimization for online content marketing.