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Awards help business development efforts by elevating firms above their competitors. They also provide valuable visual assets for marketing and social-media content. Another benefit of entering professional awards is that prominent jury members review the submissions; jury members are often media professionals or other architects who sit on approval boards, project competition juries, and conference committees. The primary challenge is prioritizing which awards programs are the best matches for our clients’ budgets and goals—whether recognition for a specific project, firm, or individual.
Some architects like to write about their work; most would rather spend their time doing design work than key-stroking about it. Byline articles, especially with the assistance of the firm’s PR partner, are a key way to impart expertise, knowledge, and new ideas in the architect’s voice. Appearing in client-focused outlets, bylines bolster business development and thought leadership. As well, they improve SEO and GEO (AI Generative Engine Optimization), build individual portfolios for industry awards, and position experts for speaking engagements, among other benefits.
Acknowledging that many reputable outlets now have skeleton staffs and barebones freelance budgets, T&C leverages decades of in-house editorial experience to write directly to serve both our clients’ goals and the media’s needs. We create these articles by working with clients on custom content as well as on reconfiguring existing material. For instance, we may start with a client blog post and develop that into a feature piece. We also use conference and webinar presentations as a basis.
Taylor & Company has chaired awards committees and uses this insight to council clients on which programs can provide the best platform for uplifting clients and their projects. We maintain a growing calendar of awards that includes deadlines and eligibility requirements. In addition to awards consultation, Taylor & Company can manage the submission process. This usually entails our team writing text to fit word-count requirements, gathering additional information, and re-formatting photography according to specifications. Each submission has different parameters.
For new, original articles, and sometimes to augment existing material, we interview our client about the topic. For all pieces, T&C starts with a first draft, then refines it with the subject matter expert and often the firm’s marketing staff. The key is to present the right editorial voice, as opposed to a promotional focus. Sealing the placement deal hinges on prioritizing objectivity over hyperbole. This is easily addressed by focusing the story’s angle on lessons learned, challenges, and solutions.
Often overlooked, local awards offer opportunities to stand out in the community. Many business journals and urbanism groups offer awards programs that recognize local projects and staff for a variety of accomplishments. As well, several awards programs offer opportunities to support younger team members with “40 Under 40” and similar commendations for new talent. On the other end of the spectrum, senior staff may be eligible for “Life Achievement” and “Legacy” awards.
T&C has placed bylined articles in publications addressing practically every project typology as well as in business, real estate, and general-interest media. Each is created for specific purposes and audiences. A few examples are below.
Awards wins are marketing tools with impact, as they recognize important industry achievements. They provide engaging web and social-media content, and they bolster “About Us” boilerplates with impressive results. Taylor & Company reinforces award wins by creating and distributing announcements, which often result in additional coverage and features.
When our client was vying for an upcoming project, T&C strategically focused on a nearby related project that a selection committee might be familiar with. The Retrofit byline was by the principal who would be leading the prospective project pitch.
To expand the reach of a book on business tips for the AEC sector to additional professional-services firms, we looked beyond built-environment interest to reach CEOs in other segments. By offering an excerpt to C Suite Quarterly, T&C placed our client among leading business executives.
Individual achievement awards can also help fuel future campaigns for other professional certifications, such as AIA College of Fellows admission, boards of directors candidacies, and other committees and endeavors. All previous project and individual award wins fuel submissions for firm awards.
National press greatly improves chances of gaining AIA Fellowship. To build the portfolio, T&C sought byline and related opportunities that emphasize design leadership. In addition to establishing credibility in School Construction News, T&C gained a position for our client on the outlet’s editorial advisory board.
Spotlighting specialized design expertise and innovative technology places the firm at the forefront of knowledge and creativity. T&C expanded a blog item into a feature story and worked with Design Intelligence to embed video examples of the digital design process to maximize views.
Ready to elevate your company’s presence in the media? Contact us today to learn more about our marketing and public relations team and how we can help you achieve your goals in the industry. Let’s tell your story and make an impact together.
