11 October 2011
Royal Institute of British Architects
We have been working with The Royal Institute of British Architects (RIBA) to develop a marketing strategy to promote their architecture competitions service. The service helps clients and procurement professionals select the best designer for their particular project.
RIBA Competitions has an international reputation for organising selection processes that encourage excellence in design in architecture, landscape architecture, urban design and the public realm. The impartial nature of the service ensures that design professionals compete with one another on an equal and fair basis, with RIBA Competitions acting as the designated point of contact between the client, the RIBA Adviser and competitors.
We worked hard with the RIBA to identify a target audience who would find this service relevant by profiling past clients and thinking carefully about which organisations might have projects on the horizon.
Our creative strategy involved dramatising the importance of making the right decision when selecting a design team. Whatever the project, it’s going to be around for a while, so it’s important that the clients get it right.
The creative solution uses sophisticated illustrations of hyperbolic scenarios of what could happen if you chose the wrong architect. The copy explains the role of the RIBA Competitions team and how they can help potential clients avoid the common pitfalls.
The campaign directs people to a simple microsite which we designed and developed (www.buildingconfidence.architecture.com) where visitors can see more of the hyperbolic scenarios as well as real case studies and listen to testimonials before signing up for more information if they feel the service could be of use to them now or in the future.
Due to the long lead times involved in planning projects of this nature we are testing the effectiveness of direct mail, email and online advertising to determine the most effective and efficient contact strategy. The results of this testing will influence our future activity.