Wallace Design Collective

Ever wonder how businesses really grow? It’s not just about luck, it’s about a solid plan. At Wallace Design Collective, we’ve found that a strong, unified strategy combining marketing, communications and business development makes all the difference.

Let’s break those down a bit. Marketing is like your business’s blueprint, it’s about figuring out who you are, what you offer and how to stand out. Communications is then how you tell that story, making sure your message reaches the right people in a way that resonates, whether that’s online, in proposals or at industry events. Finally, business development is where you build relationships, find new opportunities and turn those connections into lasting partnerships. It’s about taking that blueprint and making it a reality.

When these three work together, it’s not just about getting your name out there, it’s about making sure every interaction you have reinforces who you are and why you matter to your clients. We wanted to dig deeper into how this actually works, so we talked with our Chief Marketing Officer, Brad Thurman, PE, FSMPS, CPSM, and Marketing Associates, Jana Monforte and Allison Taylor. 

In this blog, we’ll explore how Wallace integrates marketing into everything we do, why it’s so important in the architecture, engineering and construction (AEC) industry and what the future looks like for businesses that prioritize this approach. 

What It Means to Be a Marketing-Led AEC Firm

In the AEC industry, marketing is about building trust and demonstrating expertise. As our Chief Marketing Officer, Brad, puts it, being a marketing-led firm “comes down to the root of professional services marketing and how it’s different from product or goods marketing. 

“In a classic business strategy sense, you hear about product-led, sales-led and marketing-led approaches. Product-led strategies are based on having a product that sells itself, the old “if you build a better mousetrap, the world will beat a path to your door” concept. But in the AEC space, we’re not selling a product; we’re offering our knowledge and expertise as professional services consultants to get projects built. 

“Strategies that are marketing-led (based on market research, client needs and personalization) and sales-led (based on relationships and trust) are much more in line with professional services and emphasize value over price. At Wallace, we strive to communicate who we are, what makes us different and how we work to build long-term relationships.

“In our context, the two approaches combine into a hybrid strategy under the marketing-led umbrella. And really, this philosophy permeates everything we do. It’s not just about a department; it’s about integrating marketing, communication and business development into our daily operations. Think of it: each project and each interaction is an opportunity to demonstrate our brand, share our expertise and build those vital client relationships that foster loyalty. It’s a straightforward approach, but it demands diligence and genuine care from everyone involved. 

“Now, in a field filled with technical experts, how do we stand out? Well, quality is non-negotiable, of course. But our real differentiators are how we deliver that quality. It’s about showcasing our culture, truly understanding and meeting your needs and strengthening our partnership. If we can’t show you the unique value of working with Wallace, then we become just another commodity – where the only differentiator left is price.”

The Impact of Marketing on Business Growth

Okay, let’s talk about how we bring new business to Wallace and how we make sure our marketing efforts are actually working. As Jana explains, “Attracting new business requires a strategic and unified approach where marketing, communications and business development work in synergy. The interconnection works together to attract new business opportunities by elevating brand awareness, delivering value propositions, engaging with potential clients and converting leads into long-term relationships. In essence, marketing ignites awareness and interest, communications builds trust and connection and business development nurtures relationships through engagement. It’s not about isolated efforts, but a cohesive, marketing-led approach that drives business success.

Now, how do we know if it’s working? Well, we’re big on measuring our success. Our integrated marketing strategy delivers measurable business growth by strengthening brand visibility, driving engagement and converting opportunities into wins. Through targeted efforts, we’ve seen a tangible impact by studying key metrics – higher win rates and proposal conversions, increased brand engagement from strategic campaigns and a boost in website traffic. By analyzing these data points, marketing refines strategies to strengthen client connections, enhance brand presence and drive sustained business growth to make sure we’re really connecting with you, our clients, and strengthening our brand.”

Allison also pointed out that because we offer a range of services, like structural and civil engineering, landscape architecture, surveying, land planning, and more, we know we can’t use a one-size-fits-all approach. “Each of those disciplines addresses different client needs,” she said. “Marketing targets those priorities by demonstrating the specific value each discipline provides. For example, structural and civil engineering often focuses on functionality and compliance, while landscape architecture emphasizes aesthetics, experience and environmental impact. Surveying is deeply tied to precision and data-driven insights. That’s where communication comes in. We work hard to translate our technical expertise into clear, compelling stories that resonate with our clients and the broader community. We want you to understand the value we bring, no matter what service you need.”

The Role of Marketing in Client Relationships & Firm Culture

When it comes to crafting our message, we know that different audiences tune in for different things. Jana and Allison both emphasized how important it is to really understand who we’re talking to. Jana shared, “We know that different audiences tune in for different things, so our messaging starts with understanding who we’re talking to. For clients, it’s about demonstrating real results – showing how we solve challenges through client/project success stories, case studies and testimonials. When connecting with communities, we focus on the impact we’re making, whether it’s through projects, volunteering or local initiatives. For industry leaders, we focus on innovation – sharing insights and ideas that push the industry forward. Through storytelling and social media strategies, we bring our culture to life by spotlighting our people – our firm’s greatest strength – and fostering meaningful connections to show who we are and what we stand for.” Allison added, “Ultimately, it’s about telling our story in a way that resonates. We balance technical expertise with clear, relevant solutions, positioning Wallace as a firm that delivers strategic value and collaborative partnerships.”

“Marketing plays an important role in attracting, recruiting and retaining top talent,” Jana shared. “We’ve worked hard to cultivate a brand voice that authentically reflects our firm’s culture, core values and commitment to our employees, the industry and the communities we serve. This voice comes through in our online presence, content and outreach, offering a clear picture of who we are, what we do and why it matters. Through targeted strategies, we highlight the collaborative spirit of our team, the innovative nature of our projects, and the fun, supportive culture that promotes growth and professional fulfillment. Our goal isn’t just to fill positions – it’s to attract individuals who are eager to contribute to our vision and thrive in an environment dedicated to making lives better.”

And speaking of belonging, social media plays a vital role in amplifying employee stories and showcasing our firm culture. “It provides an authentic way to highlight what makes our team and workplace unique,” Jana pointed out. “One impactful initiative at Wallace that has boosted employee morale and retention is our employee storytelling through our ‘We Are Wallace’ and ‘Memorable Moments’ campaigns. By sharing team member spotlights and behind-the-scenes moments on social platforms, we celebrate the people who make Wallace special. Featuring employee growth stories and the valuable ways in which they play a vital part in our firm helps foster a sense of appreciation, recognition and belonging. Additionally, our culture-focused content – such as showcasing office events, team outings and community involvement through our ‘Make Lives Better’ campaign – reinforces Wallace’s commitment across our communities. This visibility not only makes employees feel valued but also strengthens their connection to our firm’s mission. By consistently highlighting our team’s contributions and company culture, marketing has helped create a workplace where people feel recognized, engaged and excited to stay and grow with Wallace.”

Allison noted, “Our core purpose is to make lives better. For our 40th anniversary, we launched a campaign to complete 40 acts of service across our firm in a year. Not only did we surpass that goal, but it sparked an ongoing tradition – each office now selects an organization to support annually.” She also included, “Social media is a powerful tool for telling our story in a way that connects with our audience, and each platform serves a specific purpose. LinkedIn is for industry insights, while Instagram gives a glimpse into our culture and daily life. Our brand voice – confident, smart, optimistic and a little quirky – shines through in these spaces, creating an authentic representation of Wallace.”

The Marketing-Operations Connection

Let’s dive into how we make sure everything at Wallace feels consistent, both inside and out. All emphasized how crucial collaboration is. “It starts with our leadership, who do a fantastic job of communicating our core purpose and values,” Brad said. “The marketing team’s role is to support that, to help reinforce that message in everything we do, from sending out thoughtful gifts to attending industry events. We want everyone at Wallace to feel engaged and empowered to move us forward together.”

And just as important as external marketing is what we do internally. “We work closely with HR to create a cohesive employer brand,” said Allison. “It’s about communicating, engaging and reinforcing our culture and values, just like we do with our clients. We partner with them on talent recruitment campaigns, onboarding and ongoing internal communications, crafting a consistent message about our culture and growth opportunities. We’re proud to showcase our people because they truly are our greatest strength.”

Allison also highlighted the importance of aligning marketing efforts with project execution. “A big challenge there is timing. Marketing often needs project details and visuals before a project is fully completed. Since we’re not directly involved in the execution, we rely on our engineers, landscape architects, land planners and surveyors to share updates and key takeaways. We also collaborate with our client firms’ marketing teams to get their perspective. To make this process smoother, we have regular internal check-ins and post-project debriefs. By maintaining strong relationships and open communication, we can effectively showcase Wallace’s expertise while staying true to the technical and strategic aspects of each project. And, of course, we make sure that Wallace’s brand is applied consistently across all platforms, from fee proposals to letterhead, creating a unified visual and messaging approach.”

The Future of Marketing in the AEC Industry

Looking ahead, we’re really thinking about how marketing in the AEC industry is going to change. Brad believes that while new technologies and targeted messaging will be crucial, “The core of what we do – building strong relationships, reinforcing our culture and being a valuable partner – will always remain essential. It’s about being genuine and truly understanding who we are as a firm and how that resonates with others.” As he says, it’s not just about what we say we are, but how we’re perceived.

Jana and Allison also shared their insights on how marketing will continue to evolve at Wallace. Jana noted, “Our marketing evolution centers on innovation and collaboration by continuing to lean into AI, digital tools and data insights to create even stronger client-centric experiences. Expanding our business development through creative outreach and deeper client engagement will forever be our focus. We will continue to amplify our brand by showcasing our expertise and culture through immersive visual storytelling and thought leadership to solidify Wallace’s position as a valued industry leader and trusted partner.”

Allison added, “As Wallace continues to grow, we’re always looking for new ways to highlight the expertise, innovation and culture that make us unique. Stay tuned, we have a big update coming this summer!”

Finally, Allison wanted to clear up a common misconception: marketing in AEC isn’t just about making things look pretty. “While aesthetics are important, it’s really about strategy, research, relationship-building and communication,” she pointed out. “It’s about developing messaging that connects, opening doors for the firm and supporting business growth. We love it when people say we don’t look like a typical engineering firm because that means we’re doing more than just putting a photo on a page. We’re shaping perception, driving engagement and positioning Wallace for long-term success.”

Conclusion 

In essence, what we’ve explored is that a thriving business, especially in the AEC industry, isn’t built on isolated efforts. It’s the synergy between well-defined marketing, clear communications and strategic business development that helps drive growth. By understanding our clients’ needs, showcasing our expertise and fostering genuine relationships, we’re not just promoting Wallace; we’re actively working to fulfill our core purpose of making lives better through the built environment. We believe that by building a community of trust and collaboration, we can create projects that have a lasting positive impact.

We invite you to experience the Wallace difference. Whether you’re looking for a partner to bring your vision to life or simply want to learn more about our approach, we’re here to connect. Reach out to us today to discuss how we can work together to make lives better.