How can you more effectively communicate the capabilities and value of your practice? Watch this webinar on demand presented by Alicia Brown from New Doors, for an insightful session on leveraging your IP, processes and other hidden expertise to build brand awareness and win more work.
Originally held 28 May 2026.
Architectural practices are often recognised for the quality of their built work, yet the deeper value they bring to clients can remain under-communicated. This session explores how architects can more effectively articulate their “hidden expertise” to strengthen market positioning and improve business outcomes. Aspects such as methodology, clever design solutions, design that supports lifestyle, service offerings or operational efficiencies, problem-solving expertise, client relationship quality, reflections, and responses to trends and operational challenges facing particular industry sectors (to name just a few) are simply not revealed in general marketing. This information may be articulated at the point of a specific tender but not utilised as a broader marketing tool – meaning practices miss the opportunity to build familiarity and preference well before a competitive scenario arises.
The consequence is that many practices end up competing primarily on aesthetics and project imagery, which can make it difficult to differentiate – particularly when shortlisted alongside peers with equally impressive portfolios.
This talk discusses how to identify and leverage these hidden aspects of your practice's expertise to build brand awareness, familiarity and preference, generate leads, and position your practice for success ahead of competitive tendering and proposal scenarios. It offers practical approaches that architects can begin applying to their own marketing efforts, regardless of practice size.
COST
Members $30 incl GST
Non-members $60 incl GST
*One ticket per person.
Links to the recording session, CPD questions, a copy of presentation slides and other relevant resources will be provided via a follow-up email from trybooking, separate to the booking acknowledgement and receipt.
OUR SPEAKER
Alicia Brown is a Director and Marketing Strategist at New Doors, a marketing agency servicing the built environment industry and specialising in business marketing and submissions. Having begun her career at global architecture practice Woods Bagot, Alicia has over 20 years experience in creating effective communications for the design and built environment industries. She has been instrumental in assisting clients to secure significant projects, delivering successful tender responses and awards submissions, developing tailored branding for various retail and commercial projects as well as devising and implementing marketing strategies. Alicia is known for her human-centred approach to communications, her affinity for detailed research and knowledge of market trends, and her adaptability across a variety of business environments.
CPD
Completion of this 1 hour webinar and submission of the self-checked assessment task will deliver 1 formal CPD point.
Learning outcomes & competencies – This session supports architects in strengthening their ability to identify and communicate value, build brand awareness and preference, generate leads, and position their practice strategically within a competitive marketplace.
NSCA Units of Competency – Practice Management & Professional Conduct – PC2, PC3, PC7.
Links to the recording session, CPD questions, a copy of presentation slides and other relevant resources will be provided via a follow-up email from trybooking, separate to the booking acknowledgement and receipt.
CONTACT
For any questions, please contact Katherine Ygosse webinars@aca.org.au.
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