Small Firms Exchange: Discussion Overview

"Marketing for Architects: Define, Strategize, and Grow with Purpose"

Description: Rachel Ledet recently presented a casual presentation to New Orleans AIA SFx (Small Firms Exchange). The topic explores how architects can define growth on their own terms and implement strategic marketing to expand geographically, establish niche expertise, or scale their firm. The discussion centered around how to build thought leadership, leverage outreach opportunities, authentically promote your work, and maximize content impact through smart reuse strategies.

 1. Identify Your Goal

• What does growth mean to you? More projects? Bigger projects? New markets?

• Don’t just say "more work"—get specific:

  • New geography?

  • Public work vs. private clients?

  • Thought leadership in a niche?

• Define success so your marketing has direction.

  
  

 2. Identify Your Target Audience

• Who actually hires you? Who influences those decisions?

• Think: developers, municipalities, GCs, consultants, homeowners, etc.

• What do they care about? What problems are they trying to solve?

• Tailor your message to them, not just to other architects.

 3. Content Planning

• What types of content show off your expertise?

  • Case studies, process videos, client testimonials, behind-the-scenes posts, speaking engagements, industry publications

• Content ≠ bragging. It’s storytelling with purpose.

• Start with what you already have—don’t overcomplicate it.

• Build around key milestones: project awards, groundbreakings, completions, etc.

4. Maximize Content Through Multi-Modal Delivery

• One story = many formats:

  • Instagram post + video in stories

  • Website feature 

  • Newsletter snippet

    
    

    

    
    

  • Speaking opportunity

  Case Study

• Repurpose smartly. Don’t reinvent every time.

• Find the platforms where your audience is actually paying attention.