A Messaging Framework to Engage, Inspire, and Convert in A/E/C

Clear and effective messaging is critical for architecture, engineering, and construction (A/E/C) firms to stand out in a competitive market. This three-part messaging framework is a simple yet powerful tool that helps organizations define their positioning statement, develop core messages, and create key messages to resonate with their stakeholders.

Let’s break this framework down and see how it applies to the A/E/C sector with relevant examples.

Step 1: Positioning Statement

The positioning statement is the foundation of your messaging. It clearly communicates:

1. Who you are
2. What you offer
3. What makes you different

A well-crafted positioning statement answers these fundamental questions and lays the groundwork for all subsequent messaging.

Example for an A/E/C firm:

“At GreenBuild Solutions, we design innovative, energy-efficient buildings that meet global sustainability standards, enhancing occupant comfort and reducing operational costs.”

This statement not only introduces your firm but also highlights key differentiators (e.g., sustainability, energy efficiency) that matter to your target audience.

Step 2: Core Messages

Once the positioning statement is in place, you need to build core messages that communicate your value to specific stakeholders at different stages of engagement. These messages address:

• What’s most important for your audience to know
• How your organization solves their problems
• Why your work aligns with their values

The Three Types of Core Messages:

1. Awareness: Attract attention and introduce your firm
   Example:
   “We transform outdated urban spaces into vibrant, sustainable communities that thrive for generations.”
   This message appeals to municipalities and developers by aligning with their shared goals of revitalization and sustainability.
2. Engagement: Deepen relationships by highlighting what makes your firm unique
   Example:
   “Our designs reduce operational costs by 30%, increase energy efficiency, and boost tenant satisfaction, creating long-term value for developers and property owners.”
   This message demonstrates tangible benefits and builds trust.
3. Conversion: Inspire action and solidify partnerships
   Example:
   “Partner with us to create innovative spaces that balance economic growth, environmental health, and community well-being.”
   This message motivates stakeholders to take the next step, whether it’s hiring your services or investing in your projects.

Core messages guide how you present your firm across different channels, ensuring consistency and relevance.

Step 3: Key Messages

Your key messages are tailored strategies derived from your core messages to target specific audiences. They help you:

• Focus on stakeholder-specific goals
• Communicate in a way that resonates with each group

Tailoring Key Messages in the A/E/C Sector:

Here’s how you might craft key messages for different stakeholder groups:

1. Developers: Highlight financial returns and efficiency
   Message:
   “Our sustainable designs ensure faster project approvals and deliver a 20% increase in property value over five years.”
2. Municipalities: Emphasize compliance and community benefits
   Message:
   “Our urban parks integrate green infrastructure and increase community engagement by 50%.”
3. Tenants: Focus on user comfort and savings
   Message:
   “Our energy-efficient buildings reduce utility costs while creating healthier, more comfortable living spaces.”
4. Employees: Showcase professional growth and purpose
   Message:
   “Join a team committed to innovation, sustainability, and shaping the future of the built environment.”

Tailored key messages ensure that your communication is relevant and impactful, helping you build trust with each audience.

Why This Framework Works

In our industry, where trust and relationships are paramount, clear and targeted messaging is key to success. This messaging framework ensures:

• Clarity: Your audience knows exactly what you stand for
• Relevance: Messages align with stakeholder priorities
• Consistency: Your brand voice is unified across all channels

This simplified approach to messaging empowers you firm to communicate effectively, build trust, and drive meaningful engagement. Try applying this framework to your next project and watch your message resonate with the right audience.

Blog Contributor: Emma Boghossian, Founder, Metrix Marketing

Since founding Metrix Marketing in 2020, Emma Boghossian has leveraged her 15+ years of corporate marketing, branding, and communications experience to help A/E/C, and B2B technical companies build trust and grow through strategic, results-driven marketing plans. With a master’s degree in engineering, Emma has a unique ability to understand the internal and external clients within the A/EC/ industry, blending analytical thinking with imagination and creativity. Her background as both an engineer and marketing strategist enables her to marry technical messaging with creative strategies that set clients apart in a highly competitive marketplace. She is passionate about empowering companies to achieve their business and marketing goals through strategic planning, professional training, and creative leadership.

Join her for an upcoming webinar on March 20, 2025. Register here.