Architect Marketing: Leveraging ArchAU's Extensive Reach to Connect with Architects
The Change Starter has successfully acquired a significant media partnership with ArchAU, a leading Architecture Magazine and digital platform renowned for its extensive reach. This strategic collaboration, which commenced in April 2024, will span a full twelve months, providing our client with unparalleled exposure to showcase their premium range of decking and cladding with Architects and Designers.
The negotiated media package contains a variety of strategically curated placements across the ArchAU digital and print footprint.
Objectives
The primary objective of this campaign is to generate leads in the form of sample requests or enquiries and to establish a direct link between the traffic originating from ArchAU and the resulting sample requests. However, with architect marketing, the immense value of brand exposure and awareness should not be overlooked. Building a strong, recognisable brand is the foundation upon which long-term success is built, creating a ripple effect that extends far beyond immediate conversions.
By strategically expanding the brand's reach and exposure with a targeted audience, the campaign is driving targeted traffic to the Concept Materials website, encouraging visitors to take action by requesting a sample kit. By leveraging the power of ArchAU as a trusted source, we are tracking and measuring the flow of traffic from their platform to our client's website, to determine the effectiveness of the campaign. The ultimate success of this initiative will be gauged by the number of sample requests generated, demonstrating the direct impact of our efforts on lead generation.
Strategy
By leveraging ArchAU's audience data and deep understanding of the industry, we are ensuring that our client's message is delivered to the right audience at the right time for maximum impact. This partnership allows us to confidently position our client as a trusted authority in their field, strengthening their reputation and driving meaningful engagement with potential customers.
To further optimise the effectiveness of this campaign, ArchAU is working closely with our team, to optimise messaging based on results. This collaborative approach allows us to continually refine and adapt our strategy, making data-driven decisions to enhance the performance of the campaign. By iteratively testing and refining key elements such as headlines and calls-to-action (CTAs) and changing up the images, we can ensure that messaging is tailored to resonate most effectively with the target audience.
Our team liaised directly with the publication, handling all media booking, results tracking, and ongoing optimisations on our client's behalf.
Deliverables
To kick off the campaign, we delivered a comprehensive set of creative assets, including a full-page print ad, a range of digital banner ads, and copy and imagery for in-article ad placements, all strategically placed to maximise visibility and engagement.
To further support Concept Material’s marketing efforts, the campaign includes a subscription to ArchAu’s product directory available to architects and designers to help them find suitable materials for their building projects. With this subscription, we’re able to showcase our Client’s company profile and product details across a range of search targeted pages. To further boost our Client’s visibility, we are promoting the directory listings to ArchAu's email database through regular eDM blasts.
Creative Showcase
Outcomes
By delivering this tailored package of services, The Change Starter empowers Concept Materials to achieve transformative outcomes in their industry. Our comprehensive approach strengthens their online presence, attracts a steady stream of qualified leads, and lays the foundation for long-term, sustainable growth.
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