Market Planning, Budgeting & Strategies |
Market Planning
We develop marketing plans for design and construction companies that build on the unique qualities of specific market segments.
We typically address these topics in a marketing plan:
• Analysis of the Market:
Trends and Drivers
Size of Market
Market Demand
• Strengths and Weaknesses
• Competitor Analysis
• Finding Clients and Projects
• Fee Target
• Networking Plan
• Promotion and Publicity Plan
Our approach is to make the plan brief, oriented to actions, and easy to update or change.
Marketing Budgeting
In developing marketing budgets for our clients, we use both a ‘top-down’ and a ‘bottom-up’ approach.
When building a ‘bottom-up’ budget we develop cost estimates for specific business development and marketing activities, both labor and non-labor expenses.
Then we compare that number with ‘top-down’ industry standards for marketing budgets, and work to change the detail activities so that the ‘bottoms-up’ budget is within range of industry averages.
"Mark Cameron has filled an important void for our firm over the last 6 months. Our long-time marketing director of 11 years tenure left for another opportunity. His departure left us with the opportunity to examine our approach and strategy for the future. Mark has provided objective advice & counsel to our Board and marketing team during this difficult time. He provides that national knowledge and specific expertise in marketing of Architectural/ Engineering firms that helps us with our "perspective" as we strategize to become a national firm."
James Shepard
President
CTA Archtects Engineers
"Mark thinks about the process from a client’s perspective, without compromising the design ideas. He uncovers ideas that fit well for the team, and ultimately make sense for the client. He takes away the mystique of business pursuit and makes it easy to understand."
James Burnett
Principal
Office of James Burnett