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SUMMARY <br />While most architecture practices scaled back on proactive marketing and public relations efforts <br />in the economic downturn, Baker Barrios realized the opportunity to act as an authoritative voice <br />on issues impacting its diverse client base. An integrated marketing approach highlighted the <br />firm’s core design services across ten industry sectors in three primary markets. <br />OBJECTIVES <br />• To leverage philanthropic commitment• To drive visibility within vertical trade media• To penetrate business, news, and broadcast media• To refresh brand and establish market differentiation• To position internal talent and project portfolio <br />APPROACH <br />• Evolve Brand + Conduct a brand audit with stakeholders to access relationships and strategies.• Define Cause Marketing Platform + Infuse employee’s interests with business objectives to <br />determine giving areas.• Leverage Media + Develop media platforms surrounding new projects, breaking news, and <br />national industry trends.• Create Brand-Building Events + Create original programs, grow strategic partnerships, and <br />participate in large-scale community events. <br />RESULTS <br />The first company-wide re-branding effort in more than a decade emphasized the firm’s vision to <br />establish a legacy based on creative excellence, innovative solutions, and long-term relationships. <br />The corporate brand identity package reflected the company’s 20 years of growth, innovation, <br />and evolution. <br />A comprehensive approach addressed the full spectrum of re-branding to include the firm’s image, <br />strategy, management, and overall experience. The new brand has been integrated throughout <br />the firm’s business practice; personal interactions, corporate culture, communications, and <br />services. It reflects and informs the company’s business decisions, and it guides all points of client <br />contact. <br />Defining and implementing a cause marketing plan allowed Baker Barrios to leverage its <br />philanthropic commitment to community enrichment. The creation of stakeholder engagement <br />programs strengthened relationships while the launch of a Community Investment Report <br />underscored the firm’s commitment to supporting families in immediate need, causes related to <br />the treatment of life threatening illness, and the arts. <br />The approach – which often involved leveraging current socioeconomic news trends affecting <br />communities as well as pitching compelling human interest stories – garnered $24 million in <br />print and online coverage. <br />INDUSTRY <br />Architecture & Design <br />SERVICES <br />ANNUAL INVESTMENT REPORT <br />BRAND DEVELOPMENT <br />CAUSE MARKETING <br />COMMUNICATIONS <br />GRAPHIC DESIGN <br />MARKETING <br />PROMOTIONS <br />PUBLIC RELATIONS <br />SPECIAL EVENTS <br />STRATEGIC PLANNING <br />VIDEO PRODUCTION <br />WEBSITE DEVELOPMENT <br />BAKER BARRIOS ARCHITECTS <br />Orlando, Florida <br />Citywide Re-Branding Services | RFP 19-07-02Larimer & Co. | City of Sunny Isles Beach 8786