Developing A Blueprint Strategy For Growth: JacobsWyper Architects Case Study
Executive Summary: JacobsWyper Architects is an architecture firm in Philadelphia who did not settle for three decades of success. Reaching such a milestone would lead some to rest on their laurels; not JacobsWyper. Instead, they looked forward to expanding to new areas and clients. All while attracting a new generation of architects to join them in their mission to affect change.
Working with a brand strategist provided them with a method for success to reach their goals. Kellogg & Partners developed a plan addressing their unique challenges with adaptable ways to cultivate fresh relationships, appeal to new talent, and flourish in the decades to come.
About: JacobsWyper Architects is a leading architecture firm located in Philadelphia. They are a group of architects, planners and designers who share a desire to contribute to the growth and security of the economy, and to the research, manufacturing and workplaces that drive it.
Special areas of interest include Biotechnology and Pharmaceutical, Higher Education, Cultural and Museums, Industrial and Manufacturing, Workplace and Corporate Design, Historical Preservation, and Science Facilities.
Challenges: Being a relationship-driven firm, it is critical for JacobsWyper to know where and how to reach clients. While they had a catalogue of clients to rely on from their 30 years in business, expanding their areas of interest meant new relationships were crucial. They needed an introduction.
Attracting the attention of their respected industries was not the only pressing issue. JacobsWyper also wanted to appeal to architects, planners and designers interested in being a part of making the future better.
JacobsWyper knew their goals but were unsure which marketing steps would serve their clients, prospective partners, and brand best. Working with the right brand consultant was essential if they were going to add more decades to the company log. They needed a consultant who understood their obstacles and who could plot the best course of action for short- and long-term success.
Solutions: Kellogg & Partners developed a strategy to promote the JacobsWyper brand. Among the most urgent needs was an update and redesign of marketing tools including booth displays, project sheets, conference presentations, and website development. They then conducted an audit to help determine their ROI on relevant and potential industry conferences and expos.
Understanding how vital generating repeat business was for JacobsWyper’s overall success, the plan had to include keeping avenues of communication open. Kellogg & Partners increased the firm’s online presence and established pages on LinkedIn and Facebook. They provided JacobsWyper with a company tutorial specially targeted to their needs to enhance their internal ability to manage social media.
Increasing the firm’s impact with industry trade groups, including the International Society for Pharmaceutical Engineering (ISPE) and Tradelines, was a primary focus. An editorial database was developed to handle projects in JacobsWyper’s respective interests. Trade publications were identified for submissions which helped spread both press releases and byline articles.
Conclusions/Success: By paying attention to their brand, JacobsWyper has increased the spotlight on what they can accomplish. The editorial plan landed them several contacts with whom they place articles; among them are Pharmaceutical Technology, ISPE’s Ispeak blog, and the Pharmaceutical Online magazine.
Revising their trade show and expo strategy led to a growth in contacts and potential relationships. The industries in which JacobsWyper works are known to take time to develop relationships, some taking years. Kellogg & Partners has placed them in prime position for others to take notice, and initial signs show its working.
Kellogg & Partners still work with JacobsWyper to help them handle B2B, B2C, and press relations. Having the right marketing tools is allowing JacobsWyper to stay relevant and competitive today and tomorrow.
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