Communications Consulting

Kenneth Caldwell consults on Communication and Marketing issues to the design profession. His philosophy is based on the idea that successful marketing for professional services is a result of effective and targeted communication.  He consults on both strategic planning and implementation.  Well-placed publicity and direct mail are key components of a firm’s communications and marketing efforts.  Mr. Caldwell has placed articles in Architectural Record, Architecture, Architecture California, ArchNewsNow, Building Design & Construction, Contract, Interior Design, Metropolis, Modern Steel Construction, San Francisco Chronicle, and Urban Land, as well as other trade and consumer publications.  His own writing has appeared in Architectural Record, Architecture California, Design Book Review, L.A. Architect, Landscape Architecture, and LINE.  Profiles describing his approach have appeared in Interiors and Architectural Record.  He has also been the editorial consultant on monographs for ELS Architects, AC Martin Partners, and Anshen + Allen.

Mr. Caldwell developed his comprehensive approach to communications for the design industry after fifteen years working for architects, engineers, and designers in marketing, public relations, and research. He advocates developing a Communications Master Plan as the foundation for an effective program.  Consulting services are offered in any of the following plan components.

Services

1. Firm Message and Supporting Initiatives
Determine the overarching idea that runs through a firm’s work.  If appropriate, help identify initiatives that support that message.

2. Identity
In collaboration with graphic designers, review and refine an identity that is in keeping with a firm’s message.

3. Communication Strategies
Address the question of what, how, where, why, and to whom a firm communicates. 

4. Communication Plan 
Determine which publications are appropriate for target markets.

5. Public Relations & Award Submissions
Determine which awards, events, and publications are desirable and pursue them.  This includes award preparation and article placement. 

6. Organizations & Public Speaking
Research and recommend appropriate organizations to reach target clients.

7. Direct Mail
Review the effort to send printed messages, reprints, and award announcements to an appropriate mailing list.

8. Lead Pattern
Determine the pattern of lead origination and how that impacts the communication process. 

9. Proposals & Interview Review
Review proposals and interviews to assure that they communicate an appropriate and consistent message.

10. Collateral Material Review & Update
Review brochure and collateral materials for message consistency.