ZCA Marketing Map

ZCA Marketing Map

Branding + Sales Funnel · One-Sheet
01

Building the reputation we want

Branding

Goal Reputations

WorkWe create the absolute most desirable places to live, learn, work & worship.
PersonalWe're fun, reliable experts in our field.

Brand Touchpoints

Digital
Website Presentation Tmpls Email Formatting
Social
Instagram TikTok Facebook LinkedIn Email / Newsletter
Physical
Office RFP Newsletters Leave Behinds Business Cards

Avatars

Public — who we build reputation with

Public

Sydney Carter

28 · HOU

Thinks architecture is cool, knows nothing about it.

Professional — who we sell to

Worship

David Henderson

Pastor · 45

Goal: family-centered church community. Fears: wasted resources.

Multi-Family

Kevin Gray

Developer · 52

Goal: max rents, min cost. Fears: a building that doesn't lease.

Workplace

Terry Stephens

Broker · 45

Goal: fully leased, high-paying tenants. Fears: delays, spec suites.

02

Generating projects we want

Sales Funnel

Acquisition Channels
Traditional
Referrals
Repeat Clients
Design Competitions
Experimental
Social OutreachIG · FB · LinkedIn · TikTok DMs
EmailCold + warm email
Organic SocialIG · FB · LinkedIn · TikTok
Social AdsFacebook + LinkedIn ads
ConferencesSpeaking · booths / activations
Cold CallingCold + warm outreach
Offers / Lead Magnets
Lead MagnetsCost Calculator · Campus Vision Study · Go Forth (50%)
Lead Nurture / Sales
RFP / Interview Process
1Discovery Meeting / Site VisitLeave behind: contact · credibility · process
2Proposal / Contract Writing & Negotiation
ToolsSocial engineering · email follow-ups · email value content · assets · gift giving · whitepapers
Projects
Projects

Click any box or title for a plain-English definition

ZCA Marketing Map · MSM-01 01 Branding · 02 Sales Funnel