Fraley AEC Solutions will narrow its focus to the construction industry and begin operating under the name Fraley Construction Marketing effective January 1, 2017. Streamlining the focus to a single market segment will allow us to better serve our construction clients, which represent 86 percent of our customers, and to deliver even more value within that segment. Our ownership, management, services, and team remain unchanged.
Construction Marketing Pure Play
Fraley Construction Marketing will occupy an even tighter niche as a true construction marketing pure play. The truth is that most marketing agencies and consultants, even those that appear to serve a niche, serve multiple markets. That will not be the case here.
The construction industry has never been overly attractive to most marketers for a host of reasons. Those that venture in often expand into new markets after facing up to market realities.
The obvious question is, “what makes us any different?” It starts with Brian Fraley having spent an entire career spent serving the construction industry, and ends with a strong belief in the power of being of greater service by catering to a niche market. Fraley Construction Marketing is founded on the notion that a deep understanding of the construction market is a distinct advantage.
Brian has not only provided marketing and editorial services to construction firms during his career; he has also worked alongside of them on such issues as agency and political liaison, construction safety, payment, design-build, transportation funding, specification changes, and more.
The History: Tightening the Niche
Brian Fraley launched Fraley AEC Solutions in June 2014 with the intention of providing marketing communications services custom-tailored to the Architecture, Engineering, and Construction market (AEC). We have successfully served more than 20 clients representing each of those distinct markets and steadily grown the client base. The majority; however, represent the construction industry. And the trend continues in that direction.
The architecture, engineering, and construction markets, while similar, also have many differences. The construction industry is very complex in its own right, including construction equipment dealers and manufacturers, contractors, material suppliers, technology firms, and more. Fraley Construction Marketing will develop an even deeper understanding of each of those segments.
Improving Service to Clients
Streamlining our focus to construction marketing is first and foremost about better serving our clients. We’ve been blessed to have a steadily growing roster of high-quality clients, several of which require ongoing marketing services.
Narrowing our focus to a single industry that most of our clients occupy will allow us to more deeply understand the specific needs, complexities, trends, and challenges within the construction market. More importantly, it will result in even more effective consultation, service, and products based on those realities.
To Better Serve the Construction Industry
Fraley AEC Solutions has invested a great deal of time sharing marketing insight with the industry and that commitment will remain intact. The AEC Marketing InSITE eNewsletter and AEC Straight Talker Blog will be renamed to reflect the new construction focus, although the approach will remain the same.
Speaking to three similar, yet unique market segments like architecture, engineering, and construction is challenging. It reduces the ability to evenly produce valuable content for all parties. Focusing on construction marketing alone will allow us to cover a wider range of topics and deliver even more useful information to a more defined audience via the blog, eNewsletter, social media, presentations, and trade magazines.
What the Future Holds
Fraley Construction Marketing will continue to serve current engineering and architecture clients. The door will always remain open to design firms, as well, although our strategy will no longer include expansion within the A/E sector.
It has been a pleasure serving and hopefully delivering value to those A/E firms that have engaged and granted us their attention in the early years of Fraley AEC Solutions. Thank you.
While it is bittersweet to eliminate the focus on the architecture and engineering markets, this move is positive, intentional, and a critical part of evolving as a small business. The future looks very bright.