Graeme and Rebecca Christianson, Christianson Architecture
Photograph supplied
ARCHITECTURE MARKETING 360: CASE STUDY #5
Rebecca Christianson, Christianson Architecture
Rebecca Christianson of Christianson Architecture in Melbourne, Australia, completed Architecture Marketing 360 in the first cohort in September 2020.
Before taking the Architecture Marketing 360 Course, Rebecca said she hadn’t spent enough time on the marketing side of their practice, and she was keen to know where and how to start.
She liked the fact the course timing was flexible (i.e no fixed times to complete, no live teaching) as she was able to take it at her own pace and not feel like I'd wasted money if she couldn't attend 'live' sessions.
You can find more details about her experience of completing the Architecture Marketing 360 CPD course below, and also an update that Rebecca sent me after launching a new Christianson Architecture website, starting to write blog articles and entering some awards programs.
“The course presentation style was great: informative but not overwhelming. It really helped knowing that Rachael also struggled with some of the content when she began.
I got a lot out of the longer (50 mins) bonus website video – it was one of the best parts of the course – because it explained how to check analytics etc. I would struggle to fully understand this (and how to do it) without the video guidance.”
— Rebecca Christianson, Christianson Architecture, Australia, 2020
1. How were you feeling about your practice marketing before and after taking the AM360 course?
Before: Had not spent enough time on marketing side and keen to know where/how to start.
After: Excited to start implementing the changes and more confident to do it, however also aware it won't happen overnight and need to dedicate ample time to initiate.
2. Did you have any initial hesitations about committing to the AM360 course? If yes, please describe them.
I was worried it might be a little overwhelming and I may not be confident (or have the time) to implement all of the ideas.
3. What helped you to overcome those concerns and decide to enrol?
The fact the course timing was flexible (i.e no fixed times to complete, no live teaching) was a big plus as I could take it at my own pace and not feel like I'd wasted money if couldn't attend 'live' sessions.
4. In relation to the course delivery, were you happy with the 3-week duration?
Yes, the 3-week course duration worked well for my learning needs
5. In relation to the course content, what were the main marketing topics or problems you wanted to learn more about in the course?
Utilizing social media effectively, setting up a new website.
6. Did the course address those topics or concerns in sufficient detail for you?
Yes, lots of great detail provided.
7. Did you find the suite of materials suited your learning needs? Please provide details, including any suggestions for improvements in future iterations.
Yes, I think it worked well. I got a lot out of the longer (50 mins) video which explained how to check analytics etc. I would struggle to fully understand this (and how to do it) without the video guidance.
8. Did you find the online group and live Zoom sessions useful to gain additional support?
Facebook group conversations were useful. If we weren't under lockdown with young children in the house maybe a few live Zooms would have been good to meet other participants face to face. But for me personally at the moment it worked better not having to be available at specific times.
9. In relation to Rachael's presentation style, do you have any suggestions or recommendations for future improvements?
Presentation style was great, informative but not overwhelming. It really helped knowing you also struggled with some of the content when you began.
10. Which of the 9 course topics did you find most beneficial?
Before we begin - set up your metrics
ICA (Ideal Client Avatar) and Marketing Budgets
USP (Unique Selling Proposition)
Channel 1 - Referrals
Channel 2 - Email
Channel 3 - Social Media
Channel 4 - Publishing
Channel 5 - Awards
Channel 6 - Website
Implementation plan
11. Were the Website Review sessions helpful - including an overview of website metrics and performance, and reviews of participants' websites?
Yes, one of the best parts of the course!
12. Which architecture marketing topics would you like to learn more about in future?
How to create a lead magnet and the automated emails to deliver it
How to improve my website's visibility and appeal to future customers
How to improve my awards entries, and repurpose them as marketing materials
How to create a media kit and pitch my projects to publications
How to create a referral feedback loop to appeal to future clients and use testimonials in my marketing
How to enhance my social media presence and use social media attract new customers to visit my website
How to set up a pre-paid initial consultation on my website
13. Have you already implemented - or do you plan to implement - some of the marketing ideas and concepts from AM360 in your practice?
Yes, I have already implemented some ideas and concepts
Yes, I plan to start implementation soon
Yes, I plan to implement, but not straight away
No, I need more time to digest the materials before I think about implementation
No, I didn't find any of the ideas useful, so I won't be implementing them
(Questions 14 and 15 were not included in the original questionnaire).
16. Would you recommend the AM360 course to other architects and designers? Why or why not?
Yes. I thought it was excellent value for money and the resources provided will be very useful for months, and probably years to come. I have found the idea of marketing overwhelming, but this gives very simple steps to implement new ideas.
17. Did you think the course was good value for money?
Yes, if anything you could probably charge a little more in future.
18. Do you think the allocation of 6 Formal CPD points is commensurate with the training? If not, should the course be worth more or fewer CPD points?
Yes.
19. Is there anything else you’d like to add about your experience, the course delivery, materials, the presenter, or suggestions for future iterations?
No.
Scroll down to read Rebecca’s follow-up email from June 2021, after she launched a new website, started writing blog articles and entered some awards programs
Rebecca sent me an update in June 2021, where she wrote:
Hi Rachael,
Back in September last year I participated in your AM360 marketing course to learn how to market our new residential business that we were just starting to establish. We were post Melbourne lockdown and I was raring to go!
Well….fast forward several months….and now in the midst of the 4th Melbourne lockdown I have finally launched our website. I just wanted to thank you for all the wonderful tips and insights you provided during the course. To be honest I don’t think I was quite ready for it last year, but over the last few months I have been dipping back into the content, watching your videos and reminding myself of everything I learnt. A few months ago I finally received our first batch of professional photos from our first fully completed home so I had everything I needed to move forward…no excuses !! 😊
I am still going through your SEO tips to tweak the performance now it is live, but I just wanted to share the website with you today. My next step is to keep the blog up to date, and start sharing more. This was the area I was most skeptical about starting last year…but ironically I have now found I really enjoy writing these personal little stories and feel it brings a refreshing and approachable element to the website.
https://www.christiansonarchitecture.com.au/
Thanks again
Oh, and also I have just entered the magazine competitions you suggested which has been great practice in describing projects that hopefully will be engaging and easy to read by others.
Rebecca Christianson
Design & Marketing Director
“Now I’m excited to start implementing the changes and more confident to do it, however I’m also aware that it won't happen overnight and need to dedicate ample time to integrate the ideas.
I recommend the course to other architects because I thought it was excellent value for money, and the resources provided will be very useful for months, and probably years to come.
I have found the idea of marketing overwhelming, but this gives very simple steps to implement new ideas.”
— Rebecca Christianson, Christianson Architecture, Australia, 2020