Marketing: Architecture & Engineering
Axel
F. Bang generates new business for your organization.
We fashion individual marketing strategies based on a client's desired
portfolio, market share and strengths.
We help you define specific marketing goals and harness the power of direct
mail, telemarketing, special events and other tools to set up meetings
with potential clients, to get "short listed" for projects and to receive
RFPs.
Fletcher
Thompson
-- Breaking Into Biotech and Higher Education Markets
This 125-staff architecture and engineering firm, the largest and oldest
in Connecticut, wanted to assertively expand its services in two new markets:
biotechnology / pharmaceutical and higher education.
We developed and implemented an aggressive marketing campaign using targeted
direct mail (production of brochures and ongoing project information),
telemarketing and one-to-one client meetings. We focussed on building
awareness of the firm's capabilities among 300 companies and colleges
in the Mid-Atlantic region.
Results to date: four new clients, meetings with and RFPs from over a
dozen of prospects, a researched contact management data base of hundreds
of potential clients and individual decision makers who will be contacted
in a planned communications program in the years ahead.
SBLM
-- Direct Mail/Telemarketing/Exhibits Trigger Growth in K-12 and Retail
Markets
This architectural firm of 50 people wanted to break into the K-12 market
and to expand its existing services in the retail sector. We developed
and carried out a direct mail/telemarketing strategy that included cover
letters, project sheets, a newsletter and brochures on an ongoing basis.
We targeted 180 K-12 school superintendents and business directors in
New York and New Jersey. In a parallel strategy, we leveraged one-to-one
selling opportunities through exhibit booth promotions at professional
conferences.
Results: Aside from winning two major projects (including a $90-million
school on Long Island), we identified 15 school districts with projects
of significant size; held meetings with and received RFPs from a dozen
districts.
An existing portfolio of national retail clients was expanded using similar
techniques. This ultimately resulted in signing contracts with six retail
companies, including ongoing projects for Sears.
William B. Tabler Architects -- Updating Image
of International Hotel Specialists
The name William B. Tabler Architects has been synonymous with hotel planning,
design and profits for half a century. When the founding principal of
the firm retired, the new leadership requested the services of Axel F.
Bang. Together we developed a strategy to build on the traditional strengths
of the firm, and to project an image as leaders in planning and design
for luxury, convention, and resort hotels in the 21st century.
The strategy called for creating a new logo; producing a highly successful
corporate brochure; repackaging technical publications about hotel profitability
into a much-requested, layman's language direct mail piece; an aggressive
publicity campaign (stories appeared in New York Times, hotel magazines,
architectural and design press, other trade press); a direct mail and
telemarketing program to over 200 national/international hotel owner/managers;
meetings with hotel executives; receipt of RFPs, and fostering relationships
with hotel developers, owners and owners' trade groups -- including exhibits
at trade association meetings.
SawickiTarella Architecture + Design: Ownership Transition & Identifying
New Banking Clients
This 20-person firm has been planning and designing banks for almost a
century. It was going through an ownership transition and a name change
and the new principals requested the services of Axel F. Bang. Our goal
was to position STAD as an experienced firm with a new energy and leadership
to a select number of Metropolitan New York area banks.
We created a theme for an ongoing direct mail and telemarketing campaign
and promoted them as "one of the best kept secrets among New York's
better known banks." In less than six months, the campaign resulted
in one new client with ongoing project work, and six interviews with decision-makers
at major banking institutions with a number of projects planned. We developed
a marketing communications program to keep in touch, over time, with more
than 50 banks, and have planned special events for banks' facility vice
presidents.
Cosentini: International Engineering Firm Gets
a Contact Management Data Base Program
This 400-person international engineering firm wanted to increase its
market share of health care projects in the New York Metro region's hospital
market. We developed a contact management strategy, trained staff in software
and telemarketing scripts and techniques, and worked with a principal
and marketing/business development executive to develop a successful direct
mail and telemarketing research campaign. (We developed the strategic
positioning and marketing plan, but in-house staff implemented the plan.)
EwingCole – Expanding a Specialty Service on the East Coast
Ewing Cole is a large architecture and engineering firm with a diverse client base, providing services that range from the planning and design of major league baseball stadiums to pharmaceutical laboratories to award-winning college buildings to restoration and renovation of significant historic halls. They have four offices in the United States.
Axel F. Bang worked with the staff at EC to hone their positioning statements in new marketing communications brochures and has fashioned a business development plan that has helped expand EwingCole’s East Coast client base in the hospital sector.
Research, direct mail, telemarketing and informational meetings with decision makers led to a new EC hospital client in New York for a 300,000 ambulatory care and cancer center; and EC has met with several other potential health care clients for projects in Washington DC and Maryland. This occurred within an 18 month period of time.
The contact management database of several hundred names will serve as the foundation for an ongoing communications plan by EC to build relationships with hospital executives up and down the East Coast.
Contact
Axel
F. Bang Public Relations & Marketing
66
Mathews Mill Road
Bedford Hills, NY 10507
New York City
Tel 212.929.6059
Fax 212.206.8003
Bedford Hills
Tel 914.234.5433
Fax 914.234.5434
abang@axelbang.com