During the economic downturn the pandemic has forced upon many professionals, architecture firms seem to be focusing on improving their PR, marketing, and external communications. It's a coherent move. On the one hand, business owners do well to focus on communication strategies during this time to win new work during a time when new projects in some sectors may not be as abundant and to stay relevant. But, on the other hand,  a refocus now positions firms for capitalization when things pick back up. 

Evidentially, on Archinect's Job board, we see a clear push towards communications and marketing. SOM’s San Francisco office, for example, is hiring a senior-level Marketing Manager to lead efforts within the office to win new work. Some of the key responsibilities in this role include developing and implementing local marketing and business development strategies through collaboration with Firmwide Marketing and Business Development leadership. These areas directly address the organization’s focus on strategic development and training for personnel who will work under the new manager. A senior-level position like this will benefit from a marketing expert that has experienced previous recessions, and understands how to most appropriately adapt.

What is this telling us? That firms are investing resources in marketing operations. This builds on what Evelyn Lee shared with Archinect back in April concerning business continuity during a time of crisis, "This is truly an unusual time and there are a lot of industries under strain right now, but I think how we as architects reposition our value proposition and expand the areas where we can serve our clients will put us in a much better position going forward," she said.

Looking at Evelyn’s remarks in terms of firm communications, social media has often been an area of opportunity for architecture firms. In How to Craft an Effective Job Ad: Curate Your Image, Archinect looked at the importance of social media in a firm’s development of its online identity. We see both David Baker Architects (DBA) in their search for a Marketing Coordinator and FR-EE in its search for a Communications and Media specialist as examples of firms heightening focus on social media management and SEO. In addition to assistance in the development of marketing materials and pursuing new work, a big focus for DBA’s Marketing Coordinator will be to manage social media content and to “formalize and upgrade DBA’s social media presence.” 

DBA’s opportunity is for a candidate with 0-3 years of work experience, suggesting a desire for a fresh perspective and a younger professional who may be more moldable. Often, the baggage that can come with more experience can hinder flexible innovation and collaboration. Additionally, FR-EE’s new team member will be working to “propose an innovative strategy for managing the use of social networks” with a goal of “[increasing] the number of followers on social networks.” Clearly, there is a refocusing and building of new strategies and approaches within firms during this time.

But, what do the experts say? Professor of Business Administration at Harvard Business School John Quelch and Katherine E. Jocz, a research associate at the college, write in their essay How to Market in a Downturn, "In recessions, marketers have to stay flexible, adjusting their strategies and tactics on the assumption of a long, difficult slump and yet be able to respond quickly to the upturn when it comes."

Improving internal marketing and communications is a clear move to grow business development and outreach strategy within firms during a downturn. But, with overall continuity in mind, reevaluating one's whole approach to marketing and communication will be imperative as the business landscape continually evolves.