The Creative Audit—What is it, and Does Your Firm Need One?

A Creative Audit is often how we begin our marketing partnerships. It’s a deep dive into your current marketing landscape—what’s working, what’s not, and where we can grow. Some agencies call this “Discovery.” But I prefer to be more precise. The Creative Audit assesses your existing assets and provides clear, strategic recommendations tailored to your firm’s needs. It also helps establish shared expectations for how we’ll work together.

Here’s what we’ll explore during this foundational phase:

1. How is marketing structured at your firm?

Do you have dedicated roles for marketing and business development, or is a generalist wearing many hats? Who’s currently on your team, and what are they responsible for? What’s running smoothly—and what’s falling through the cracks?

2. What markets do you serve, and where do you thrive?

What are your key business verticals? Which phase of the design and construction process energizes your team most? How does your sales funnel operate? What systems do you have in place to nurture leads? And who’s responsible for bringing in clients, listening to their needs, and guiding them to the right resources?

3. What do your creative assets look like—and how are they used?

From press kits to portfolios, how are your materials designed, organized, and distributed? Who oversees this work? More importantly, do these assets actually reach your intended audience?

4. How are you documenting your expertise and educating your audience?

Where are your insights and “lessons learned” stored? Who are you positioning as thought leaders within your firm? How are you responding to shifts in the market with your unique perspective? Importantly, how are you sharing your experience and process with your potential clients?

5. How are you leveraging marketing automation?

What tools are you using to consistently (and automatically) connect with your target audience? Who maintains those systems, and how are they performing?

A strong marketing strategy starts with a solid foundation. The Creative Audit is that foundation—a time to reflect, assess, and thoughtfully plan next steps. My role as a marketing consultant for AEC firms is to be an engaged partner, ready to listen, learn, and help your firm grow with clarity and confidence.

Ready to get started? Tell me about your firm.