|
Since 1997, one of Cynosure Communications’
key specialty areas has been helping architectural and engineering
firms (A/E) with their strategic marketing planning, public relations,
sales, proposals, selection interviews, promotional materials development,
and customer relations management.
While the marketing and communications services provided
in this market mirror those provided to any professional service
firm, there are subtle and not so subtle business development issues
specific to the A/E world. Research directly with the buyers of
design services (on topics such as proposal writing and selection
interviews, entering a new market, and capturing an introduction
to a targeted client) is the foundation and the ongoing focus of
Cynosure Communications’ work in this arena.
Strategic
Marketing Plans—Results Producing Tools
Cynosure Communications works with your principals, business developers,
marketing staff and other key team members to crystallize your firm
or your team vision and your immediate and mid- to long-range goals.
We help you identify business development opportunities and priorities;
assess your current marketing position, and plan marketing strategies.
A succinct, action-oriented outline and schedule of your strategies,
tactics and action steps is included with your plan draft. (All
plans are drafts; if they are finished, so is your business.)
Research—Internal
and External; Client, Firm and Market
One of our most employed research services, and the one that has
most often provided direct and immediate business development results,
is client needs and client satisfaction research. Both the content
and method of this research are tailored to its intended results.
Highly effective for many applications are phone interviews, whose
balance between real interaction with a live person, and the safety
of not being seen by the interviewer, usually produce the longest,
most open and detailed responses. In-person interviews are most
effective for specific client relationship and business development
goals. Email surveys can be useful in certain market test applications.
At times, research with consultants, regional business leaders,
the media, or others in a position to affect your reputation, is
essential to fill in critical missing information, uncover something
that is about to or may already be undermining your business growth,
or identify underutilized strengths or unexpected opportunities.
Uncovering these keys to your continued success often best starts
with your own people. Internal audits are the bedrock of most effective
strategic planning as well as marketing and business development
efforts, and are a basic Cynosure Communications service, tailored,
as always to your planning goals.
Proposal
Critiques
Are your proposals not producing the hit rate you want, or would
you like to know what might make them even more effective? Marcy
Steinberg has interviewed and, as a public observer, watched more
than 100 owners and selection committee members in their proposal
deliberations. She brings that insight to bear in this popular service.
She assesses everything from your proposal’s general impact
and first impression to its responsiveness to the RFP and to the
client, the ease with which it can be navigated, the effectiveness
of its written and visual data transmission, its tone, and its ability
to project your firm’s strengths and unique qualifications
for the job.
This service includes an in-person presentation that
goes through your first proposal page by page (and, in spots, phrase
by phrase) and includes recommendations and examples from winning
proposals to help you formulate a new proposal approach or a refinement
of your existing approach. Groups of proposals can be assessed at
decreasing cost per proposal..
Marketing
Audits
Cynosure Communications assesses and provides recommendations for
your existing marketing and promotional materials with the same
eye that it applies to proposals and any communication, from brochures
to newsletters to websites. Is it clear, concise, and compelling?
Does it all “hang together” and present the overall
image, message and “panache” that you want to present?
: Does it generate the action you want to generate? Is it being
used effectively by your people, and if not, what is preventing
that, and what needs to be changed?
Proposal
Writing Assistance
This service uses Marcy Steinberg’s Writing
to WinSM process, which starts with client research
and then project research, as far in advance of the RFP as possible.
Regardless of when and whether that advance research occurs, Marcy
will join the proposal team at the issuance of the RFP and begin
by combing through the RFP and any materials available on the project
(including the advance research). She will work with your team to
develop your strategic approach, identify the “stats and stories”
that will bring the proposal to life, and will assist in its writing,
organization, and editing. .
Interview
Preparation Assistance
Marcy Steinberg has been a public observer at a number of selection
interviews and has spoken with more than 100 individuals who have
served on selection committees for engineers and architects. She
brings that insight to bear when she works with you to prepare your
strategy, approach, content and visuals once you have short-listed
for a project. She and her associates also provide coaching to help
your team members speak effectively, project confidence and team
work, connect with the client, and establish that elusive “chemistry”
that is often the tie-breaker at the final stage of competition.
. .
Promotional
Writing, Editing and Design
Cynosure Communications writes, edits and manages design for revised
brochures, newsletters, websites (text only) and other marketing
or media materials. These services are available as a package or
individually.
Media and
Technical Writing
Writing services also include pitching article topics and submitting
queries, press releases and full articles to targeted media; writing
technical articles; and assisting scientists, engineers, architects
and other specialized experts in writing their technical reports
and white papers.
Selection
Interview Debriefing
This service is available, as permitted, to firms who are short
listed for a selection interview that Cynosure Communications has
made independent arrangements to watch, in the role of public observer.
Some agencies permit us to provide detailed debriefings after the
selection. We review your interview content, visuals, and delivery,
and discuss impressions the selection committee had about your firm.
Some agencies also permit us to discuss what sold the committee
on the winning firm. We do not discuss competing firms individually
nor disclose details of what other firms present.
Seminars
and Training
Cynosure Communications will tailor any of its seminars to your
firm’s specific staff development needs. We also provide one-on-one
or small group training for marketing staff taking on responsibilities
in which they are inexperienced; and coaching for staff members
seeking to hone skills in sales, presentations, writing, and related
business development arenas. Ask if you have a topic in mind that
you don’t see on the seminars list.
|
