CASE STUDY: SWBR Architects & Engineers

SWBR is the largest architecture firm in the Rochester market, one blessed with "a deep bench" of talent, a reputation for producing plans that builders can actually build, and satisfied clients that feel they were listened to. However, the firm's identity had no real focus; moreover, individual new business efforts consisted primarily of responding to RFP's with a show of pretty buildings mounted on presentation boards (a hard way to distinguish your firm from the competition, no matter how pretty those buildings!). Perhaps more problematic, there were many architects within the firm with a deep passion for creating award winning designs who felt frustrated that other firms were better positioned to win the "monument building" business. These factors, combined with a soft local market, prompted SWBR to reconsider its entire firm identity and marketing program, which it did with the engagement of Cognitive Marketing.

THE IMPLEMENTATION STRATEGY
The essence of the solution was "new language." We discovered that the market largely assumes high quality architectural firms come in two flavors: the competent but unexciting firms that build affordable "buildings that don't leak," and the ones to turn to when "high design," rather than economy, is your priority and leaks are someone else's problem. Our Market Voicing process revealed the opportunity to have our client's brand represent a third alternative, which we articulated in the positioning line: "Perfect Balance." In other words, SWBR is "the best architectural firm for those who want to strike a balance between design and retaining control over costs and results." This strategy was designed to change the terms of the debate by providing consumers of architectural services with a new value proposition.

Our work for SWBR was comprehensive. We designed a bold new identity system, including firm logo, letterhead, business cards, document templates, etc. Next, we designed a corporate advertising campaign that positioned and sold the value of "Perfect Balance." This was backed by new and integrated marketing materials, direct mail program, trade show booth signage, and a new business presentation. We also helped SWBR define and name their unique process—"The Centering Discipline."

Finally, we designed and built a comprehensive new website, which delivers the same clear and consistent message of our advertising and collateral to all who prefer to make their initial reviews of competitive architectural firms from the noncommittal privacy of their offices.

EVIDENCE OF RESULTS
The advertising campaign recently won first place in the annual Marketing Communication Awards sponsored by the Society for Marketing Professional Services. It was also recognized at last year's Addy Awards. We have been told that SWBR's booth at tradeshows is well attended, and that comments are consistently made about the bold visuals (plucked from the advertising campaign) drawing people in. And perhaps most gratifying of all, work is being done within the firm to take ownership of SWBR's "new language to its marketplace."